Other Methods for Data Collection

Other Methods for Data CollectionContent analysis, Depth Interviews, Play technique, Warranty Cards, Store audits, Pantry audits, Consumer Panels, Mechanical devices, Projective techniques

There are many methods for data collection other than Observation, Interview,Questionnaire and Schedules.

Other Methods for Data Collection

(a) Warranty Cards – It is a method for data collection in which postal size cards are used by dealers of consumer durables to collect info regarding their product. Information needed is printed in form of questions on the card and placed inside the package along with the product to be filled a posted back by the customer.

(b) Distribution or Store audits – Distributions get the retail stores audited through salesman and use such info to estimate market size, market share, purchasing pattern etc. The data obtained in such audits is by observation.

(c ) Pantry audits – In this type of audit, the investigator collects an inventory of types, quantities and prices of commodities consumed. It is used to estimate consumption of the basket of goods at the consumer level.

(d) Consumer Panels – It is essentially a sample of consumers who are interviewed repeatedly over a period of time. Transitory consumer panel – panel is conducted on a before and after basis. Continuing consumer panel – it is set up for an indefinite period with a view to collect data on a particular aspect of consumer behaviour over time.

(e) Mechanical devices – It is the use of mechanical devices to collect information by way of indirect means. Some commonly used mechanical devices are – eye camera, pupilometric camera, motion picture camera, psycho galvanometer and audio meter.

(f) Projective techniques – It uses projections of respondents for inferring about underlying motives, urges or intentions which respondents resist. The respondent unconsiously supplies information to project his own attitudes and feelings. Important projective techniques –

→ Work association test – It is used to extract information regarding such words which have maximum association
→ Sentence completion tests – In these the respondent is asked to complete a sentence
→ Story completion test – Respondent is expected to conclude or end a story or complete it.
→ Verbal projection test – Respondent is asked to comment on or explain what other people do.
 Pictorial techniques – Respondent is asked to comment on graphics, images, pictures etc.
→ Thematic apperception test (T.A.T.) – consists of set of regular pictures that are shown to the respondent and asked to describe what they think the picture represents.
→ Rosensweig test – uses a cartoon format with words inserted in `balloons’ the respondent is asked to fill the empty balloons in his own words.
→ Rorschach test – consists of 10 cards having symmetrical but meaning less prints of ink bolt. Responses are interpreted on the basis of some pre-determined psychological framework.

→ Haltsman Inkbolt test – consists of movement, shading etc. Responses are interpreted for knowing the accuracy of data, emotional needs and dynamic aspect of respondents life.
→ Tomkins – Horn picture arrangement test – It consists of 25 plates, each containing three sketches that may be arranged in different ways to potray a sequence.

f) Play technique – subjects are asked to improvise or act out a situation in which they have been assigned various roles.

g) Quizzes, tests and examinations – Memorising and analytical abilities of candidates.
h) Sociometry – Technique for describing social relationships among individuals in a group.

i) Depth Interviews – they are held to explore needs, desired and feelings and discover underlying motives or intentions of the respondent. It requires great skill by the interviewer and is time consumable. It may be projective or non-projective interview on the basis of the nature of questions asked.

j) Content analysis – It consists of analysing the contents of documentary materials such as books, magazines, newspapers and the contents of all other verbal materials which can be either spoken or printed.

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