Definition

Research is the Process of collecting/gathering data and information by

a scientific or logical procedure that aims to solve a particular scientific
problems.

Research From a French word cerchier meaning to seek or to search.

An attempt to solve or gain a solution to a problem.
A systematic, controlled, empirical and critical investigation by
hypothetical proposition about the presumed relations among natural
phenomenon.
• Definition
• Is an honest, scientific investigation undertaken for the purpose of
discovering new facts or establishing new relationships among facts
already known which will contribute to the present body of
knowledge and can lead to an effective solution of existing problems.
Definition.
Research is a careful and detailed study into a specific problem, concern, or
issue using the scientific method. ... This is best accomplished by turning the
issue into a question, with the intent of the research to answer the question.

Why Is Research Important?

The main purpose of research is to inform action, to prove a theory, and
contribute to developing knowledge in a field or study. ... A Tool for Building
Knowledge and for Facilitating Learning. Means to Understand Various Issues
and Increase Public Awareness
Research objectives

describe concisely what the research is trying to achieve. They

summarize the accomplishments a researcher wishes to achieve
through the project and provides direction to the study. ... This will help
you come up with suitable objectives for your research project.
Types of Research
Primary Reseach: Primary research is any type of research that you
collect yourself.
• Interviews
• Questionnaires
• Focus Groups
• Observation
Types of Research
Secondary Reseach: Secondary research, also known as desk research,
is a research method that involves compiling existing data sourced
from a variety of channels.
• Textbooks
• Encyclopedias
• New articles
• Academic papers
• Research papers
• media
Research Process
• Step One: Define research problem
• Step Two: Review of literature
• Step Three: Formulate hypotheses
• Step Four: Preparing the research design
• Step Five: Data Collection
• Step Six: Data Analysis
• Step Seven: Interpretation and report writing
Define Research Problem
• A research problem is a statement about an area of concern, a
condition to be improved, a difficulty to be eliminated, or a troubling
question that exists in scholarly literature, in theory, or in practice that
points to the need for meaningful understanding and deliberate
investigation.
• Defining a research problem is the fuel that drives the scientific
process, and is the foundation of any research method and
experimental design, from true experiment to case study.
Review of Literature
• A literature review surveys books, scholarly articles, and any other
sources relevant to a particular issue, area of research, or theory, and
by so doing, provides a description, summary, and critical evaluation
of these works in relation to the research problem being investigated

• Journal articles, edited academic books, articles in professional

journals, Statistical data from government websites and… are the
sources of literature review
Formulate Hypothesis
• A hypothesis in a scientific context, is a testable statement about the
relationship between two or more variables or a proposed explanation
for some observed phenomenon.

• It helps to provide link to the underlying theory and specific research

question. It helps in data analysis and measure the validity and
reliability of the research. It provides a basis or evidence to prove the
validity of the research.
Preparing the Research Design
• Plan for answering a research question.
• Research design refers to the method of organization and data
collection that a researcher applies to a project or study. If your career
involves conducting research, it's crucial to understand the different
types of research design that are available for use in your research.
• A well-planned research design helps ensure that your methods match
your research aims, that you collect high-quality data, and that you use
the right kind of analysis to answer your questions, utilizing credible
sources. This allows you to draw valid, trustworthy conclusions.
Data Collection
• Qualitative and Quantitative data
• Data collection is the process of gathering and measuring information
on variables of interest, in an established systematic fashion that
enables one to answer stated research questions, test hypotheses,
and evaluate outcomes.
• Primary data collection and secondary data collection
Data Analysis
• Data analysis is a technique that typically involves multiple activities
such as gathering, cleaning, and organizing the data. These processes,
which usually include data analysis software, are necessary to prepare
the data for business purposes.
• Data Analysis is a process of inspecting, cleansing, transforming, and
modelling data with the goal of discovering useful information,
suggesting conclusions, and supporting decision-making. Data
analytics allow us to make informed decisions and to stop guessing.
Interpreting and Report Writing
• What is interpretation and report writing in research process?
• After the data is collected and analysed using several data analysis
methods, the next task is to draw Inferences from these data. In other
words, Interpretation of data needs to be done, so as to derive
certain conclusions, which is the whole purpose of the research
study.
 The five Ws
When you start to think about your research project, useful way is the 5
Ws
What
Why
Who
Where
When
What: for what purpose or reason
What is your research?
The question need to be answered specifically as possible
Useful tip is sum up in one sentence only
specific
Should not be broad
Ex: what is machine learning
Why: reasons
Why do you want to do the research:
Why you choose the subject for the research
Self enthusiasm
Motivation
Funding
Ex: why machine learning is important
Who: subjective
Who will be your participant

Where: geographical location

Ex: where you are going to conduct your research

When: time scale(time line)

When you are going to conduct your research
Who need Research
• Undergraduate students doing term papers
• Graduate students defending master thesis/doctoral dissertation
• Legislators needing information to formulate the right kinds of law
• Technical staff of government officials providing the baseline reports
• Supervisors, managers, top executives in both public and private
sectors engaged in planning, decision making, evaluation, and even in
dealing with human behavior
• Consultants
• NGOs
Purpose of Research
• Correct perception
• Develops and evaluates concepts, practices and theories
• Gathers information on a certain phenomenon that are lacking in
knowledge
• Obtain knowledge for practical purposes
• Providing hard facts that serves as a basis for planning, decision
making, project implementation, monitoring and evaluation
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• Finding answers to questions or solutions to problems
• Discovering and interpreting new facts
• Testing theories to revise accepted theories or laws in the light of new
facts
• Formulating new theories
Characteristic of research
• Involves the gathering of new data from new sources or 1st hand
information
• Directed toward the solution of a problems
• Characterized by carefully designed procedures applying
rigorous(much attention) analysis
• Emphasizes the development of generalizations, principles,
hypothesis and theories that may be helpful in predicting future
occurrences
• Requires expertise
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• Demands accurate observation and description or what is being
studied
• Strives to be logical, applying every possible test to validate the
procedures being employed
• Characterized by patient and unhurried activities
• Requires innovative approaches and determination to successes
• Carefully and accurately recorded and reported
Characteristic of a good researcher
• Intellectual
• Prudence(To make informed and carefully considered choices without
the full knowledge of the scope and consequences of an action).
• Healthy criticism (It simply means that when you do criticize research,
you should focus on being constructive and framing your critique in
such a way that minimizes any personal attacks. Criticisms need not
be so cruel that they drive people away from the community.)
• Intellectual honesty (Intellectual honesty in proposing, performing,
and reporting research refers to honesty with respect to the meaning
of one's research.)
Qualities of good researcher are
• Researcher:
• R= Research oriented
• E= efficient
• S= sufficient
• E= effective
• A= active
• R= resourceful
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• C= creative
• H= honest
• E= economical
• R= religious
Ethics in Research
• A permit to conduct the study must be properly sought from
authority. Willingness of the prospective respondents must also be
considered
• The researcher must assure the respondents of confidentiality of the
data that will be gathered and used in the study
• The researcher must be willing to share the findings of the study with
the institution where the respondents belongs
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• The researcher must maintain integrity in the publication of the
finding and results of the study
• The researcher must not inflict harm to the respondents especially
during and experimental research
The researcher must consider the potential benefits that the
respondents may get from the study
The researcher must observe intellectual honesty in undertaking such
research
Research types based on access
• Primary research is defined as factual, firsthand accounts of the study written by a
person who was part of the study.
• The methods vary on how researchers run an experiment or study, but it typically
follows the scientific method.
• One way you can think of primary research is that it is typically original research.
• Secondary research is defined as an analysis and interpretation of primary
research.
• The method of writing secondary research is to collect primary research that is
relevant to a writing topic and interpret what the primary research found.
• For instance, secondary research often takes the form of the results from two or
more primary research articles and explains what the two separate findings are
telling us.
Asking question
• Why have I decided to do some research
• How can I remain interested in my research
• What personal characteristics do I have which might help me to
complete my research
• What skills and experience do I have which might help in my research
Chapter2: how to decide upon a methodology
Research methodology:
This is the philosophy or the general principle which will guide your
research.

Research methods: these are tools you use to gather data, such as
questionnaire or interview
Qualitative and Quantative research
Qualitative research explores attitudes, behaviors and experience
(to get dep opinion from participants)
Ex: interview or focus group

Quantative research: generates statistics through the use of large scale

survey research.
Ex: questionnaire or structured interview
Qualitative vs Quantative

All the methodologies have their specific strength and weakness.

Much debated but can be acknowledged and addressed by researcher
Deciding which methodology is right for you:
We cant justify which one is better(Neither is better than the other)
The preferred one is which help the researcher collect data easily
Chapter3: How to choose your research
methods
Research methods: are the tools you use to collect your data
• The research question, ethics, budget and time are all major considerations in
any design,
• This is before looking at the statistics required, and studying the preferred methods
for the individual scientific discipline.
• Every experimental design must make compromises and generalizations, so the
researcher must try to minimize these, whilst remaining realistic.
• For ‘pure’ sciences, such as chemistry or astrophysics, experiments are quite easy
to define and will, usually, be strictly quantitative.
• For biology, psychology and social sciences, there can be a huge variety of methods
to choose from, and a researcher will have to justify their choice. Whilst slightly
arbitrary, the best way to look at the various methods is in terms of ‘strength’.
Choosing research methods
• What kind of research methods are you going to use? Are they mostly:
• Quantitative, or qualitative, or a mixture of both?
• What do you think your methods will enable you to discover?
• What might they prevent you from discovering?
• What kinds of research methods would be best suited to the kind of
research you are undertaking and the research questions you are
pursuing?
• What sort of problems do you investigate in setting up these methods?
• What are their benefits?
• What will you need to do to ensure they gather useful data?
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• Identify your sample.
• Draw up a set of questions that seem appropriate to what you need
to find out.
• Do start with some basic closed questions (name etc.).
• Don't ask leading questions.
• Try them out with a colleague.
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• Pilot them, then refine the questions so that they are genuinely
engaged with your research object.
• Contact your interviewees and ask permission, explain the interview
and its use.
• Carry out interviews and keep notes/tape.
• Transcribe(rewrite)
• Thematically analyze results and relate these findings to others from
your other research methods.
Experimental Research Methods
• The first method is the straightforward experiment, involving the standard practice of manipulating
quantitative, independent variables to generate statistically analyzable data.
• Generally, the system of scientific measurements is interval or ratio based.
• When we talk about ‘scientific research methods’, this is what most people immediately think of, because it
passes all of the definitions of ‘true science’.
• The researcher is accepting or refuting the null hypothesis.
• The results generated are analyzable and are used to test hypotheses, with statistics giving a clear and
unambiguous picture.
• This research method is one of the most difficult, requiring rigorous design and a great deal of expense,
especially for larger experiments.
• The other problem, where real life organisms are used, is that taking something out of its natural
environment can seriously affect its behavior.
• It is often argued that, in some fields of research, experimental research is ‘too’ accurate.
• It is also the biggest drain on time and resources, and is often impossible to perform for some fields, because
of ethical considerations
Opinion Based Research Methods

• Opinion based research methods generally involve designing an experiment and

collecting quantitative data.
• For this type of research, the measurements are usually arbitrary, following the
ordinal or interval type.
• Questionnaires are an effective way of quantifying data from a sample group, and
testing emotions or preferences.
• This method is very cheap and easy, where budget is a problem, and gives an element
of scale to opinion and emotion.
• These figures are arbitrary, but at least give a directional method of measuring
intensity.
• Quantifying behavior is another way of performing this research, with researchers
often applying a ‘numerical scale’ to the type, or intensity, of behavior.
Observational Research Methods

• Observational research is a group of different research methods where

researchers try to observe a phenomenon without interfering too much.
• Observational research methods, such as the case study, are probably the
furthest removed from the established scientific method.
• This type is looked down upon, by many scientists, as ‘quasi-experimental’
research, although this is usually an unfair criticism.
• Observational research tends to use nominal or ordinal scales of measurement.
• Observational research often has no clearly defined research problem, and
questions may arise during the course of the study.
• For example, a researcher may notice unusual behavior and ask, ‘What is
happening?’ or ‘Why?’
methods
1. interview: collecting data directly from the source
An interview in qualitative research is
a conversation where questions are asked to elicit information.
The interviewer is usually a professional or paid researcher, sometimes
trained, who poses questions to the interviewee, in an alternating
series of usually brief questions and answers. They can be contrasted
with focus groups in which an interviewer questions a group of people
and observes the resulting conversation between interviewees,
or surveys which are more anonymous and limit respondents to a range
of predetermined answer choices.
Characteristics of qualitative research interviews

• Interviews are completed by the interviewer based on what the interviewee says to be
conformed and done.
• Interviews are a far more personal form of research than questionnaires.
• In the personal interview, the interviewer works directly with the interviewee.
• Unlike with mail surveys, the interviewer has the opportunity to probe or ask follow up
questions.
• Interviews are generally easier for the interviewee, especially if what is sought are opinions
and/or impressions.
• Interviews are time-consuming and resource-intensive.
• The interviewer is considered a part of the measurement instrument and has to be well
trained in how to respond to any contingency.
• Interviews provide an opportunity of face to face interaction between 2 persons; hence, they
reduce conflicts.
Stages of interview investigation

• Thematizing, the why and what of the investigation

• Designing, plan the design of the study
• Interviewing, conduct the interview based on a guide
• Transcribing, prepare the interview material for analysis
• Analyzing, decide on the purpose, the topic, the nature and methods
of analysis that are appropriate
• Verifying, ascertain the validity of the interview findings
• Reporting, communicate findings of the study based on academic
criteria
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• Refer to PDF file
Types of interview
unstructured
semi structured
structured
Unstructured interview
A: unstructured interview: in depth interviews are sometimes called life history interviews.
The favored approach for life history. And its qualitative research
An unstructured interview or non-directive interview is an interview in which questions are not prearranged
These non-directive interviews are considered to be the opposite of a structured interview which offers a set amount of
standardized questions
The form of the unstructured interview varies widely, with some questions being prepared in advance in relation to a topic
that the researcher or interviewer wishes to cover
They tend to be more informal and free flowing than a structured interview, much like an everyday conversation
Researcher asking questions as possible( establishing rapport)
Ex: if you want to know about the experience of computer scientist
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• Probing is seen to be the part of the research process that differentiates the in-depth, unstructured interview from an
everyday conversation
• This nature of conversation allows for spontaneity and for questions to develop during the course of the interview, which
are based on the interviewees' responses
• The chief feature of the unstructured interview is the idea of probe questions that are designed to be as open as possible
• It is a qualitative research method and accordingly prioritizes validity and the depth of the interviewees' answers
• Unstructured interviews are used in a variety of fields and circumstances, ranging from research in social sciences, such
as sociology, to college and job interviews
• ethnographic, unstructured interviews - oral history, creative interviews (an unconventional interview in that it does not
follow the rules of traditional interviewing), and post-modern interviews.
Continue/structure and preparation

• To achieve the level of depth and detail sought after using the method of the unstructured interview, the researcher or interviewer may
choose main questions to focus on, probing questions and follow-up questions
• A central idea or topic is typically chosen before beginning an unstructured interview
• Because the interview is occurring as a way of collecting data, it is also typical for the interviewer to gather knowledge of his or her
respondent, whether that is about their career, studies, or work, as a place to start and continue the conversation
• While the unstructured interview does not always have all these features, these main topics or questions serve to provide the
conversation's "skeleton
• Sometimes too much preparation is made when attempting to conduct an unstructured interview, and while not a negative method, such
planning may lead to a semi-structured interview rather than an unstructured interview.
Semi structured interview

In this interview, the researcher wants to know specific information, which can be compared and contrast.

A semi-structured interview is a method of research used most often in the social sciences

a semi-structured interview is open, allowing new ideas to be brought up during the interview as a result of what the
interviewee says

There should be list of specific questions or topics

Ex: do you know big data?
Ex: what is machine learning
Continue/Ethical considerations

• semi-structured interviews allow people to communicate and express their free flow of thoughts at some degrees, the
interviewees need to pay attention to their intercultural competence and cultural dimensions during the communication
• intercultural competence requires people to recognize and respect the diversity of different cultural backgrounds.
• People with high intercultural competence often tend to respect individual variations and different cultural patterns
• They often have self-assessments and are aware of the differences between people. They make their conclusions and
assessments based on reliable evidence.
• People can improve their intercultural competence by regular self-assessments including the their values, beliefs and
personal biases to improve their self-awareness
• The interviewees need to understand that their personal beliefs and biases may slightly impact the way they address
questions and, as a result, influence the outcomes of semi-structured interviews.
• Interviewees are also required to realize the cultural dimensions
• Lack of the recognition of cultural dimensions could lead to miscommunication and unpleasant results during semi-
structured interviews
• Having high level of cultural dimensions can be reflected as, for example, respecting masculine, individualistic, uncertainty
avoidance cultures
Continue
• Advantages
• Since a semi-structured interview is a combination of an unstructured interview and a structured interview, it has the
advantages of both two
• The interviewers can express their opinions and ask questions to the interviewees during the interview, which encourages
them to give more useful information, such as their opinions toward sensitive issues, to the qualitative research.
• And they could more easily give the reasons for their answers during the interviews.
• the structured part of semi-structured interviews gives the interviewees reliable, comparable qualitative data as well.
• Disadvantages
• a semi-structured interview has several advantages, it needs time for the interviewers to prepare and do research before
actually starting the interview
• in order to make the results reliable, interviewees need to meet adequate amount of people to conduct the interview
• Since it involves with the unstructured interview which allows people to freely express their thoughts, the interviewees
need to carefully plan the questions to make sure they would get the answers they want, which also requires good
communication and interviewing skills
• the interviewees are responsible for the confidentiality of the interviewers
Structured interview
A structured interview (also known as a standardized interview or a researcher-administered survey) is a quantitative
research method commonly employed in survey research.
The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order. This
ensures that answers can be reliably aggregated and that comparisons can be made with confidence between sample
subgroups or between different survey periods.
Structured interviews are a means of collecting data for a statistical survey
is frequently used in market research
The interviewer ask you series of questions and tick boxes
It is used in Quantative research
the data is collected by an interviewer rather than through a self-administered questionnaire
continue
Interviewers read the questions exactly as they appear on the survey questionnaire
The choice of answers to the questions is often fixed (close-ended) in advance, though open-ended questions can
also be included within a structured interview.
A structured interview also standardizes the order in which questions are asked of survey respondents, so the
questions are always answered within the same context.
This is important for minimizing the impact of context effects, where the answers given to a survey question can
depend on the nature of preceding questions
Structured interviews can also be used as a qualitative research methodology
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For structured qualitative interviews, it is usually necessary for researchers to develop an interview schedule which lists the
wording and sequencing of questions
Interview schedules are sometimes considered a means by which researchers can increase the reliability and credibility of
research data
Structured interviews have been advocated for use in the hiring process as well, though the practice has not been widely
adopted

Ex: how many software houses in Kandahar?

Focus group
Discussion group or group interview
A number of people are asked to come together in a group to discuss a
certain issue.
The group is led by moderator or facilitator(introduce topic, ask
questions, control discussions and break away conversation)
Focus group may also be recorded by video or audio
Ex: discussing computer science scope in Kandahar market
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• A focus group is a small, but demographically diverse group of people and
whose reactions are studied especially in market research or political
analysis in guided or open discussions about a new product or something
else to determine the reactions that can be expected from a larger
population. The use of focus groups is a research method that is intended
to collect data, through interactive and directed discussions by a researcher.
• Focus groups, or group interviews, is a technique used by sociologists and
in different fields of study which include communication studies, education,
political science, and public health. Marketers can use the information
collected through focus groups to receive insights on a specific product,
issue, or topic.
continue
• It is a form of qualitative research consisting of interviews in which a
group of people are asked about their perceptions, opinions, beliefs,
and attitudes towards a product, service, concept, advertisement,
idea, or packaging. Questions are asked in an interactive group setting
where participants are free to talk with other group members. During
this process, the researcher either takes notes or records the vital
points he or she is getting from the group. Researchers should select
members of the focus group carefully for effective and authoritative
responses.
continue
• Variants of focus groups include:
• Two-way focus group - one focus group watches another focus group and
discusses the observed interactions and conclusion
• Dual moderator focus group - one moderator ensures the session progresses
smoothly, while another ensures that all the topics are covered
• Dueling moderator focus group (fencing-moderator) - two moderators
deliberately take opposite sides on the issue under discussion
• Respondent moderator focus group - one and only one of the respondents is
asked to act as the moderator temporarily
• Client participant focus groups - one or more client representatives participate
in the discussion, either covertly or overtly
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• Mini focus groups - groups are composed of four or five members
rather than 6 to 12
• Teleconference focus groups - telephone network is used
• Creativity groups
• Band obsessive group
• Online focus groups - computers connected via the internet are used
• Phone/ web focus groups - live group conducted over the phone and
online with 6 to 8 participants
Questionnaires:
a series of questions on a certain issue in format is questionnaire
A questionnaire is a research instrument consisting of a series of questions (or other
types of prompts) for the purpose of gathering information from respondents
• Identify your research questions
• Identify your sample
• Draw up a list of appropriate questions and try them out with a colleague
• Pilot them
• Ensure questions are well laid out and it is clear how to 'score them' (tick, circle,
delete)
• Ensure questions are not leading and confusing
• Code up the questionnaire so you can analyses it afterwards
continue
• Gain permission to use questionnaires from your sample
• Ensure they put their names or numbers on so you can identify them
but keep real names confidential
• Hand them out/post them with reply paid envelopes
• Ensure you collect in as many as possible
• Follow up if you get a small return
• Analyze statistically if possible and/or thematically
Basic rules for questionnaire item construction

• Use statements which are interpreted in the same way by members of different
subpopulations of the population of interest.
• Use statements where persons that have different opinions or traits will give different answers.
• Think of having an "open" answer category after a list of possible answers.
• Use only one aspect of the construct you are interested in per item.
• Use positive statements and avoid negatives or double negatives.
• Do not make assumptions about the respondent.
• Use clear and comprehensible wording, easily understandable for all educational levels
• Use correct spelling, grammar and punctuation.
• Avoid items that contain more than one question per item (e.g. Do you like strawberries and
potatoes?).
• Question should not be biased or even leading the participant towards an answer.
Types of Questionnaire
• closed ended Questionnaire
• open ended Questionnaire
• combination of both Questionnaire
closed ended questionnaires
this type of questionnaire is used to generate statistics in Quantative research:
• What are Close Ended Questions: Definition
• Close ended questions are defined as question types that ask respondents to choose from a distinct
set of pre-defined responses, such as “yes/no” or among a set multiple choice questions. In a typical
scenario, closed-ended questions are used to gather quantitative data from respondents.
• Closed-ended questions come in a multitude of forms, but are defined by their need to have explicit
options for a respondent to select from.
• However, one should opt for the most applicable question type on a case-by-case basis, depending
on the objective of the survey. To understand more about the close ended questions let us first
know its types.

Ex: how many of government official can run basic computer commands
Ex: billing system(%)
Types of Close Ended Questions with Examples

• Dichotomous Question
• These close ended question are indicative questions that can be
answered either in one of the two ways, “yes” or “no” or “true” or
“false”.
• Multiple choice question
• A multiple choice close ended questions are easy and flexible and
helps the researcher obtain data that is clean and easy to analyse. It
typically consists of stem- the question, correct answer, closest
alternative and distractors.
Types of Multiple Choice Questions

1. Likert Scale Multiple Choice Questions

• These closed ended questions, typically are 5 pointer or above scale
questions where the respondent is required to complete the
questionnaire that needs them to indicate the extent to which they
agree or disagree.
2. Rating Scale Multiple Choice Questions
• These close ended questions require the respondents to assign a fixed
value in response, usually numeric. The number of scale points
depends on what sort of questions a researcher is asking.
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3. Checklist type Multiple Choice Questions
• This type of closed ended question expects the respondents to make
choices from the many options that have been stated, the respondent
can choose one or more options depending on the question being
asked.
• These closed ended questions come with multiple options from which
the respondent can choose based on their preference. From most
preferred to least prefered (usually in bullet points).
When to use Close Ended Questions?

• In a survey it is most likely that you may end up answering only close ended questions.
There is a specific reason to this, close ended question helps gather actionable, quantitative
data. Let’s look at the definitive instances where closed-ended questions are useful.
• To obtain quantitative insights: Closed Ended Questions have very distinct responses, one
can use these responses by allocating a value to every answer. This makes it easy to
compare responses of different individuals which, in turn, enables statistical analysis of
survey findings.
• For example: respondents have to rate a product from 1 to 5 (where 1= Horrible, 2=Bad,
3=Average, 4= Good, and 5=Excellent) an average rating of 2.5 would mean the product is
below average.
• To restrict the responses: To reduce doubts, to increase consistency and to understand the
outlook of a parameter across the respondents close ended questions work the best as
they have a specific set of responses, that restricts the respondents and allows the person
conducting the survey obtain a more concrete result.
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• For example, if you ask open ended question “Tell me about your mobile usage”, you
will end up receiving a lot of unique responses. Instead one can use close ended
question (multiple choice), “How many hours do you use your mobile in a day”, 0-5
hours, 5-10 hours, 10-15 hours. Here you can easily analyse the data form a
conclusion saying, “54% of the respondents use their mobile for 0-5 hours a day.”
• To conduct surveys on a large scale: Close ended questions are often asked to collect
facts about respondents. They usually take less time to answer. Close ended questions
work the best when the sample population of the respondents is large.
• For example, if an organization wants to collect information on the gadgets provided
to its employees instead of asking a question like, “What gadgets has the organization
provided to you?”, it is easier to give the employees specific choice like, laptop, tablet,
phone, mouse, others. This way the employees will be able to choose quickly and
correctly.
Advantages of Close Ended Questions

• They are easy to understand hence the respondents don’t need to

spend much time on reading the questions time and again. Close
ended questions are quick to respond to.
• When the data is obtained and needs to be compared closed ended
question provide better insight.
• Since close ended questions are quantifiable, the statistical analysis of
the same becomes much easier.
• Since the response to the questions are straightforward it is much
likely that the respondents will answer on sensitive or even personal
questions.
open ended questionnaire:
B: open ended questionnaire: (qualitative)this questionnaire leave
blank section for the respondent to write in an answer.(no boxes to
tick)
No standard for answering theses questions
Ex: what do you think about online property system?
Ex: what do you think about digital payment
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• Open Ended Questions: Definition
• Open-ended questions are defined as free-form survey questions that allows a respondent to answer in
open text format such that they can answer based on their complete knowledge, feeling, and
understanding. This means that response to this question s not limited to a set of options.
• Unlike a closed ended question that leaves survey responses limited and narrow to the given options,
open-ended question allows you to probe deep into the respondent’s answers, gaining valuable
information about the subject at hand. The responses to these questions can be used to attain detailed
and descriptive information on a subject.
• Open-ended questions are an integral part of Qualitative Market Research. This research technique
depends heavily on open and subjective questions and answers on a given topic of discussion with room
for further probing by the researcher, based on the answer given by the respondent. In a typical
scenario, closed-ended questions are used to gather qualitative data from respondents.
• When designing surveys, we often need to decide whether to use an open-ended question versus close-
ended questions to get specific information. Yet we need to be aware of the fact that open-ended
question and close-ended questions each have their own strengths and weaknesses and perform in
different ways.
Examples of Open Ended Questions

• Respondents appreciate it more when they’re asked open-ended questions as that gives them
100% control over what they want to respond and they don’t feel restricted by the provided
options. The beauty of open-ended questions is that they can never be one-word closed answer,
they’ll either be in form of lists, some sentences or something longer like speech/paragraph.
• So, to understand this more, here are some examples of open-ended questions:
• Interview open-ended question: How do you plan to use your existing skills to improve
organizational growth, if hired?
• Customer facing open-ended question: Please describe a scenario where our online marketplace
helps you make day-to-day purchases.
• Technical open-ended question: Can you please explain the back-end Javascript code template
used for this webpage?
• Demographic open-ended question: What is your age? (asked without survey options)
• Personal / Psychographic open-ended question: How do you typically deal with stress and
anxiety?
Advantages of Open Ended Questions

• No limits on the answers: Happy or unhappy, the customers need a

platform to voice their opinions. As answer options for open ended
questions aren’t provided, the respondent has the liberty to include
details about feelings, attitude and opinions that they usually wouldn’t
get to submit in close-ended questions.
• Medium for respondents to answer creatively: These questions are
more appreciative of the respondents than close-ended questions as
users aren’t expected to just “fill” them out for the sake of it.
• Respondents may stun you with the vision and creativity they show
with their answers. Links to their personal blogs or a verse or two of
their poetry will leave you spellbound.
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• Expect the unexpected: If there are only close-ended questions in a survey, the
users usually get disconnected and fill it out without giving it much thought. With
the kind of freedom that open ended questions offer, users can respond the way
they’d like to, be it the number of words or the details or the tone of the message.
• These responses may be marketing tips for the improvement of the branding of the
organization or some creative ideas that can lead to some monetary gains.
• Get answers to complicated situations: Knotty situations need feedbacks that are
more than just a mere Yes/No. Single select or Multi select questions can do no
justice to the detail, scrutiny that’s needed for some critical and complex situations.
• Open ended questions work best in situations where the respondents are expected
to explain their feedback or describe the troubles they’re facing with the products.
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• Understand your Client better: You can learn from your respondents.
The open ended questions offer the freedom to these respondents to
be vocal about their opinion that would be insightful for
organizations.
• Respondent logics, thoughts, language and reference choices can be
known from these questions that can reveal a lot about the way the
respondent’s brain functions.
Open Vs. closed questionnaire
Close Ended Questions Open Ended Questions
Do you like working with us?
Tell us about your experience with our organization so
•Yes
far.
•No

Have you been stressed lately?

•Yes
Share with us what has been troubling you.
•Unsure
•No

How satisfied are you with your current job role?

•Very satisfied
•Somewhat satisfied What do you expect from this appraisal?
•Somewhat unsatisfied
•Very unsatisfied
Combination of both
C: combination of both: open and closed questions
Ex: how many organization use websites and what do you think using
website
Participant observation
is one type of data collection method typically used in qualitative
research and ethnography. It is a widely used methodology in many
disciplines, particularly cultural anthropology,
European ethnology, sociology, communication studies, human
geography and social psychology.
Its aim is to gain a close and intimate familiarity with a given group of
individuals (such as a religious, occupational, sub cultural group, or a
particular community) and their practices through an intensive
involvement with people in their cultural environment, usually over an
extended period of time.
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Two main ways:(Direct observation and participant observation)
Direct observation: direct observation is used in health and psychology.
Ex: technology risks on human, health and psychology of computer
scientists
B: Participant observation: deeper understanding of behaviors,
motivations, attitudes, culture and feelings(social life)
Covert: which is not declared
Overt: which is declared
Choosing your methods
Its depends on the purpose of the research
If its qualitative using methods of qualitative data collection
If its Quantative framing methods and questionnaire for quantity
(strengths, weakness, likes and dislikes)
Define Need and Mean: the purpose of the research will provide an
indicator to the most appropriate methods and output