Specifying Data and

Acquisition Methods

General Qualities of data:

The measurements will be relevant
to the decisions faced & will guide
their key aspects.
The data will be accurate in both
Validity
Reliability

Data obtained quickly & at affordable

cost.

Specifying data by describing two

types of classification
1. The datas nature
2. Its functions

Data have many sub-types.

Considering 4 types
Demographic
Sociological
Psychographic
Behavioral

Other types of data

Knowledge
Opinions
Intentions
Motives

The functional classifications of data

are:1. Causation
2. Payoff (effect)
3. Description
4. Identification

Sources of Data
Secondary data
Primary data
Location

Communication Approaches
1. Observation
Manual
Mechanical

2. Questioning
Structured
Unstructured
Media

Ten criteria for choice of the

media
1. Bias freedom
2. Control
3. Depth
4. Economy
5. Follow up ability
6. Hard to recall information
7. Rapport
8. Sampling
9. Speed
10.Versatility

Selecting the Media

Personal
Telephone
Mail

Personal

Favourable
Persuade to supply
answers
Information on the
situation may be
observed without asking.
Questioning methods &
use of visual materials
may be varied
Long questionnaires may
be used successfully

Help the respondent to

understand & answer the
questions
Selection of sample

Unfavourable
Travel time & to find
respondent costs.
Respondents are reluctant to
talk with strangers
Interviewers presence,
mannerism & inflections may
bias responses
Risk of being identified
respondents inhibit their
willingness to give information
Difficulty is encountered in
trying to supervise & control
field interviewers.
Staffing the capable

Telephone
Favourable
Calling is efficient when no. of
times responses are required

Personal travel to place of

interview is avoided
Respondent does not have to
open door to stranger.
Coverage to scattered sample
is rapid
Distance is no obstacle or
serious cost

Unfavourable
Respondents
communication
problem cannot be
observed
Interview is limited to
audio materials.
Retaining attention for
long interviews is
difficult
Respondent cant see
the interviewer, so may
be suspicious or hostile.
Only homes with
telephone is reached.

Mail
Favourable

Unfavourable

Respondents answers questions

without being influenced by
interviewer.

Majority of people may not

respond

Respondent give responses as per

his convenience

Weeks & longer may pass

before the bulk of responses
are received

Dispersed addresses can & the

persons inaccessible by other
means can be included

Nothing can be learned about

respondent & situation except
what he/she writes in
questionnaire.

Any visual materials can be used

No one is present to stimulate

replies

Cost is confined to mailing lists,

forms & postage

Low cost become high when

response is poor

Comparison of three media on 10

factors
Medium
Factor

Mail

Personal

Telephone

Bias freedom (from interviewer)

Control over collection

Depth of questioning

Economy

Follow-up ability

Hard to recall data obtainable

Rapport with respondent

Sampling completeness

Speed of obtaining responses

Versatility to use methods