Chapter 6 – Summary

In this chapter, the focus is on the major methods used in descriptive research studies, that are
survey and observation.
Survey Method – A structured method of data collection through a questionnaire which is
given to a sample of a population. The questionnaire is designed in such a way that it will
gather the relevant information for the further analysis.
Advantage –
1. Simple to administer
2. The data collected is reliable
3. Fixed responses reduce the variability
4. Coding, analysis, and interpretation of data is relatively simple
Disadvantage –
1. Respondents may not be willing to give the response
2. Less motivational for the respondents to give information
3. Structured questions and fixed response alternatives may result in loss of validity
4. Wording questions properly is not easy
Types of Survey Methods
Name Meaning Types
Telephonic Interviewing - The interview is taken by the 1. Traditional
company on telephone 2. Computer
- The interviewer uses a question Assisted
paper to mark the responses of (CATI)
the respondents
Personal Interviewing - Personal interviews are taken 1. In-Home
face-to-face either in their 2. Computer
homes, malls while they are Assisted
shopping or through a computer (CAPI)
terminal in which respondents 3. Mall
answer a questionnaire sitting Intercept
in front of the computer screen
Mail Interviewing - Mail interviews either the 1. Mail
questionnaires are mailed to the 2. Mail Panel
respondents or through mail
panels
Electronic interviewing - Electronic surveys can be 1. Email
conducted by email or 2. Internet
administered on the internet or
the web
Mobile Interviewing - Mobile interview is a data 1. In-App
collection method when the 2. SMS/Other
interviewer communicates with Recruitment
the respondent in the
application or through SMS
The various methods can be compared on the basis of tasks factors, situational and
respondents’ factors. Although these factors are distinct and competitive and they should not
be considered mutually exclusive.
Observation Method – Observation method is the second kind of descriptive research
design, it involves recording the behaviour of people, objects and events in a systematic
manner to obtain information relevant to the survey. Personal communication and interaction
do not take place in observation methods. Observation method can be structured or
unstructured, disguised or undisguised and natural or contrived observation.
Advantages –
1. Measures the actual behaviour
2. No Biasness
Disadvantages –
1. Reason for observed behaviour might not be determined which may leave the
observation irrelevant.
2. Selective bias perception can bias the data
3. Its difficult to observe some of the behaviour patterns such as personal activities
Name Meaning
Personal Observation A researcher observes actual behaviour as it
occurs, the actions are not disturbed or
manipulated for the research purpose.
Mechanical Observation In this, rather than a human being a
mechanical device does the observation for
research purpose. The mechanical devices
do not require respondents, direct
participation.
Audit In this method, the researcher collects data
by examining physical records or
performing inventory analysis.
Content Analysis This method of observation is used when
the objective is to study the communication
or the content instead of behaviour patterns
of individuals.
Trace Analysis In trace analysis, data collected is based on
physical traces, or evidence, of past
behaviour. The traces are left by the
respondents intentionally or unintentionally,
which are studied further by the researchers.

In collecting the data from different countries, its desirable to use survey methods as they are
more feasible and practical when it comes to do studies across the borders as compared to
observation method.
Social media and internet methods are more in use as compared to traditional methods as they
people are more comfortable with these methods and these can be conducted as a stand alone.