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Interviews
Guidelines
1. Confirm understanding.
2. Ask specific questions.
3. Fully clarify answers.
4. Try to develop awareness.
5. Avoid stating own opinions.
6. Ask additional ideas, thoughts, and/or suggestions.
7. Make it short.
8. Summarize the main points, express gratitude and indicate that he/she will be contacted if further questions are necessary.
Fact-Gathering Techniques:
Questionnaires
Guidelines
1. Explain the purpose, use, security and disposition of the responses generated by the questionnaire.
2. Provide detailed instructions.
3. Provide a time limit or deadline for the return.
4. Format questions so that responses can be tabulated mechanically or manually.
5. Ask pointed, concise questions if possible.
6. Provide an opportunity for a clarifying comment.
7. Provide sufficient space for complete responses.
8. Include a section in which respondents can state opinions and criticisms.
9. Identify each questionnaire.
Fact-Gathering Techniques:
Observation
Guidelines
1. Identify and define.
2. Explain what and why.
3. Note time periodically.
4. Record as specific as possible, avoid generalities and/or vague descriptions.
5. Avoid expressing value judgments.
6. Document all impressions and organize the notes.
7. Review the facts obtained and conclusions drawn.
Fact-Gathering Techniques:
Document Gathering
Collect all relevant documents. From these documents, one can gain an understanding of what is presently done and how it is
organized, what is not available, and what client considers to be important.
: Input/Output Analysis
A problem situation may be analyzed in terms of its inputs and outputs.
: Structured Analysis
1. The key assumption is that any organization is comprised of a number of well-defined functions.
2. It begins with the top level and then work down to the lowest activity level.
3. The resulting structure is an upside-down treelike function diagram which helps to see relationships among activities of a function.
: Less-Structured Analysis
Brainstorming. It involves a free flow of ideas which are received without restriction or criticism.
Delphi approach. Opinions are obtained concerning impending present problems or future conditions. A consensus of the opinions is
used to arrive at a decision.
Analysis Strategies
It is the recognition that two thins are connected in some way.
qualitative market research