Data Collection: Conclusive Research

Conclusive research involves a systematic and objective process through which a target market is sampled and responses are measured using structural data collection techniques.

Once the need for conclusive research has been established, the researcher clearly state the objectives of the proposed research and develop an information needs. Primarily data sources can include (1) respondents, (2) analogous, and (3) experiments. The types of data that can be obtained from respondents for use in forecasting market behavior are (1) past behavior, (2) attitudes, and (3) respondent characteristics.

Two basic methods of collecting data from respondents are
(1) Communication (2) Observation Method.

Typically, qualitative data are used in formulating problems and in stimulating the creative process involved in identifying alternative courses of action. Once the decision problem has been clearly stated and the alternative courses of action specified, the conclusive research phase of the research project can be initiated.

Communication Methods

The five types of communication approaches are available for obtaining data from respondents.

1. Personal Interview
2. Telephone Interview
3. Mail Interview
4. Internet Interview
5. Computer Disk Interview

 

Criteria for Selecting the Communication Approaches

In evaluating which communication approach best meets the needs of research project, several criteria are relevant, namely. (1) Versatility, (2) cost, (3) time, (4) sample control, (5) quantity of data, (6) quality of data, and (7) response rate.

Observation Methods

Observation involves the recording of the respondent’s behavior: it is the process of recognizing and recording the behavior of people, objects, and events. It is rare for research design to depend entirely on the observation method.

Observational Techniques

Observation techniques fall into five different classification: (1) natural or contrived observation, (2) disguised or undisguised observation, (3) structure or unstructured observation, (4) direct or indirect, (5) human or mechanical observation.