Business Research Final

Question1. This paper will explain the methods of primary data collection available in business research, the various surveys methods, observation, and experimentation methods, and the advantages and disadvantages of each method.

Primary Data is original research that has already been done and reported at a level sufficient for the management to make a decision. Primary data can be collected by the communication approach or we can observe conditions, behavior, events, people or processes. The communication approach involves surveying people, and recording their responses for analysis. A major reason fro using the survey as a primary data collecting approach is its versatility. Abstract information of all types can be gathered by questioning others. Investigative questions can leave the option of choosing either approach, however surveying is more efficient and economical than observation.

A survey that uses the telephone, mail, or the internet as the medium of communication can expand geographic coverage at a fraction of the cost and time required by observation. The most appropriate applications for surveying are those where participants are uniquely qualified to provide the desired information. Such facts as age, income, and immediate family situations are expected to be appropriate survey topics. Once the researcher has data collection approach, various means may be used to secure information from individuals. The survey can be conducted by personal interview, telephone, mail, computer, or a combination of these.

A personal interview is a two way conservation initiated by an interviewer to obtain information from a participant. An example of a personal interview would be face- to face communication. The differences in the roles of interviewer and participant are pronounced. They are typically strangers, and the interviewer generally controls the topic and patterns of discussion. The consequences of the event are usually insignificant for the participant. The participant is asked to provide information and has little hope of receiving any immediate or direct benefit form the cooperation or organization. There are real advantages as well as clear limitations to personal interviewing. The greatest value lies in the depth of information and detail that can be secured. It far exceeds the information secured from telephone and self- administered studies via intercepts example malls mail surveys, or computer (both intranet and internet). The interviewer can also do more things to improve the quality of the information received than with another method.

The advantages for personal interviews are

* Good cooperation from respondents

* Interviewer can answer questions about survey, probe for answers, use follow - up questions and gather information by observation.

* Special visual aids and scoring devices can be used

* Illiterate and functionally illiterate respondents can be reached

* Interviewer can prescreen respondent to ensure he/she fits the population profile CAPI- computer -assisted personal interviewing. Responses can be entered into a portable micro computer to reduce error and cost.

The disadvantages for personal interviews are

* High costs

* Need for highly trained interviewers

* Longer period needed in the field collecting data

* May be wide geographic dispersion

* Follow-up is labor intensive

* Not all respondents are available or accessible

* Some respondents are unwilling to talk to strangers in their homes

* Dome neighborhoods are difficult to visit

There are three broad conditions that must be met in order to have as successful personal interview

* The participant must possess the information being targeted by the investigative questions.

* The participant must understand his or her role in the interview as the provider of accurate information.

* The participant must perceive adequate motivation to cooperate.

Another type of communication approach is a telephone interview. A telephone interview is where people are selected to be a part of the sample is interviewed by the telephone by a trained interviewer. The advantages of a telephone interview are:

* Lower costs than personal interviewing

* Expanded geographic coverage without dramatic increase in costs

* Uses fewer, more highly skilled interviewers

* Reduces interviewer's bias

* Fastest completion time

* Better access to hand to reach respondents through repeated call backs

* Can use computerized random digit dialing

* CATI- computer assisted telephone interviewing: Responses can be entered directly into a computer file to reduce error and cost.

The disadvantages are:

* Responses rate is lower than personal interview

* Higher costs if interviewing geographically dispersed sample.

* Interview length must be limited

* Many phone numbers are unlisted or not working making directory listings unreliable

* Some target groups are not available by phone

* Responses may be less complete

* Illustrations cannot be used

Another type is self- administered surveys. These are questionnaires that can be mailed, faxed, or couriered to be self- administered- with return mechanism generally included; computer- delivered via intranet, Internet, and completed instruments automatically; or computerized instrument in central location - without interviewer assistance.

The advantages are

* Allows contact with otherwise inaccessible respondents e.g. (EOS).

* Incentives may be used to increase response rate

* Often

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