Agriculture Reference
In-Depth Information
numerically. Moreover, the entire success of
word association and sentence completion test
depends on the championship of the interviewer.
A story completion test is one step ahead of a
word association and sentence completion test.
A part of the story is provided to the respondent
and asked to complete the same. In the process,
the intention, thought, feelings, and the attitude
of the respondent towards the subject of the story
are recorded and analyzed.
In a verbal projection method, respondents are
requested to comment on the subject about the
feelings of others. For example, the question may
be asked why people get married. From the
answer to the question, the feelings of the
people about marriage are being noted through
the respondents.
In a pictorial technique, pictures of different
forms, types, and subjects in series are presented
to respondents, and the responses are recorded
and analyzed to draw the personality structure
and attitude of the respondents. There are differ-
ent methods of pictorial
the ways in which new ideas are diffused.
Sociograms are constructed to categorize the
respondent
into
innovators,
leaders,
early
adopters, laggards, etc.
7.1.5.2 Warranty Card Method
In market and business research, the warranty
card method is mostly used. It is our common
experience that when the consumers purchase
any durable items, the post card (or in different
form) size of information sheet is provided to the
consumer to collect information not only about
the product but also about certain other points of
business interest. Analyzing the feedback from
the consumer, the efficiency of the business
house could be enhanced. Analyzing the feed-
back forms, the feelings, the attitude of the
consumers, their expectations or discontent,
etc., can be obtained.
7.1.5.3 Audit Method
There are different audit methods to know the
attitudes of the consumers. Distributor or store
audit method and pantry audit methods are mostly
used in market and business research. Distributors
or manufacturers get the retail stores audited
through a salesman at a regular time interval.
The information collected is used to assess the
market size, market share, seasonality and cyclical
behavior, trend, and so on of a particular item or a
group of items. Thus, the process of auditing the
retail stores by a distributor or a manufacturer is
known as auditing method of data collection.
Auditing is generally followed at an interval of
time for a long period. In the process, one can
have an idea about the impact of promotional
program (if any) taken during the period of
investigations. Auditing can also be made to esti-
mate the consumption pattern of the consumers—
known as
techniques; among
these, the important are (a)
thematic appreciation
test (TAT)
, (b)
Rosenzweig test
, (c)
Rorschach
test
,
(d)
Holtzman inkblot
test
(HIT)
, and
(e)
.
A Play technique is the simplest form of under-
standing the inner feelings and the attitudes of the
younger. In this method, different types of dolls
(different races, different genders, different
dresses, different religions, etc.) depending upon
the subject of study are provided to the children or
younger persons with the request to arrange these.
The arrangements made by the respondents are
the reflection of the state of mind, feelings, and
attitude towards the society.
The different types of short questions are
framed to test memorization and analytical abil-
ity of the respondents, supposing that the memo-
rization capability and analytical ability are
related to the likings, dislikings, and inner
feelings of the respondents. It relates to answer-
ing the research problem: what are the subject
areas in which people are interested in?
The motives of the respondents are studied
to trace the flow of information and examine
Tomkins-Horn picture arrangement test
. In a pantry audit
method, an investigator collects the information
on the types and quantities consumed of different
commodities at different points of time and at
different places. The same thing can also be
obtained from the respondents. This type of pantry
audit method of data collection can also be panel
as well as one time. These methods give the
pantry audit method
