Primary Data Collection for Desklib: Quantitative and Qualitative Survey Questionnaire

This article outlines the research timeline and primary data collection methods for Desklib, including quantitative and qualitative survey questionnaires. It also includes a conceptual framework and a test market study. The article provides insights into the mobile phone industry in Australia and the factors that impact consumer brand preferences.

Primary Data Collection

Contents
Research Timeline:................................................................................................................................3
Primary data Collection:........................................................................................................................4
Survey Questionnaire:...........................................................................................................................5
Quantitative Survey Questionnaire:..................................................................................................5
Qualitative Survey Questionnaire:.....................................................................................................9
Conceptual framework..........................................................................................................................9
Test market Study:................................................................................................................................9
References:..........................................................................................................................................11

Research Timeline:
Specific activities of research scheduling
Timescale or duration of the Research Activities
Activities related to the
research
1st
We
ek
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
Background of the
research/Introduction
Literature Review
Methodology or the
research design
Analysis and
interpretation of the
data
Conclusion &
Recommendations
The research timeline is the tool that is used for the purpose of making division of the
activities that will be undertaken during the research project and also consists of the time
within which the activities can be completed (Driscoll, 2011). The research timeline above
consist of the activities that will be conducted during the research and the first activity is
related to choosing the topic of the research with the help of brainstorming session and then
designing the introduction which is related to setting the objectives and questions of the
research. Moreover, the second and the third week will be spent towards designing the
literature of the research from the studies that have been conducted beforehand. During the
fourth week and the fifth week of the research, the methodology or the research design will
be constructed and it will consist of the sampling procedure as well as the tools and types of
data collection processes that can be used for conducting the research.

Lastly, the sixth and the seventh week will be spent towards analyzing the data that will be
collected from the participants and eighth week will be spent towards drawing a conclusion
and recommending strategies for the purpose of making the research a successful one.
Primary data Collection:
The primary data are those data which are collected for the first time by the researcher and
those data are exclusively used for the first time in order to conduct the research. While the
secondary data are those data which are collected from the published sources and have
already been used before, the primary data are those data which have been collected for the
first instance (Terrell, 2012). In one sentence, primary data are those which are originally
gathered for a specific purpose.
There are two types of primary data that can be collected with the help of the research data
collection procedure as stated below:
Quantitative Data:
The quantitative data are those data which can be signified in terms of numbers or numeric
variables (Treiman, 2014). Or in other words, quantitative data are those data which can be
calculated with the help of manipulation of statistics are known as the quantitative data.
Probability and statistical data are quantitative data that can be used for the purpose of
reaching a conclusion.
Qualitative Data:
The qualitative data are those data which cannot be expressed in terms of numbers and these
are data related to the quality and these are the data which cannot be measured or doesn’t
measures the attributes, properties or characteristics (Miles et al., 2013).
There are a variety of methods that can be applied for the purpose of primary data collection
and a few methods that have been applied or the purpose of data collection upon this
particular topic are mentioned below:
Questionnaire:

One of the methods for the purpose of data collection includes questionnaire survey (Burns et
al., 2014). This survey will be conducted with the random consumers of the Smartphone
brands and 80 customers will be selected on random basis. The sampling process will include
random sampling as this can increase the probability of each customer to get selected equally.
There will be 12 close ended questions that will be asked to the customers of the random
Smartphone brands and thus, the researcher will gather data for the analysis purpose for
reaching the objectives.
Interview:
There are 3 industry experts who will be selected for the purpose of interview and open ended
questions will be asked to them in order to collect data from them related to the research. The
interview questions will be open ended in nature so that the data collected can be analyzed by
the researcher and increases the knowledge regarding the topic. 3 open ended questions will
be asked to the industry experts in order to gain knowledge related to the research topic.
Survey Questionnaire:
As there will be quantitative as well as qualitative survey conducted for the pourpose of this
research, both open ended and closed ended questions will be designed as mentioned below:
Quantitative Survey Questionnaire:
1. What is your gender?
Male
Female
2. What is your marital status?
Married
Single
Divorced
Widowed
Others

3. In which age group do you belong?
11-20
21-30
31-40
41-50
Above 50 years
4. What is your occupation?
Student
Professional
Salaried
Self employed
Housewife
Others
5. What is the level of your education?
High School
University Degree and above
Elementary Level
Illiterate
6. What is your level of income per month?
Below AU$ 70,000
AU$ 70,000 - AU$ 74,000/ annum
AU$ 75,000 - AU$ 79,000 / annum
AU$ 80,000 - AU$ 84,000/ annum

AU$ 85,000 - AU$ 89,000/ annum
Above AU$ 90,000
7. Which mobile phone you are currently using?
Samsung
Apple
Xiaomi
Huawei
Oppo
Others
8. Are you brand specific while buying a mobile phone?
Yes
No
9. What is the reason for using the specific brand?
Just for conversation purpose
For gaming purpose
For browsing internet and chatting purpose
For sending and receiving emails
For the purpose of space optimization
Others
10. What is your favourite mobile phone brand?
Samsung
Apple
Xiaomi

Huawei
Oppo
Sony
Nokia
Others
11. Why do you like the brand you have chosen? (Please point out the significant factors
below when you select the brand, 1- very significant, 2- somewhat significant, 3- neither
significant nor insignificant, 4- less significant, 5- insignificant)
1 2 3 4 5
Appearance
Functions
After sales Service
Advertisement
Pricing
Brand Image
Friends recommendation
Quality
12. Where do you often view or hear the mobile advertisements?
Television
Newspapers
Online
Leaflets
Radio
Magazine
Others

Qualitative Survey Questionnaire:
1. What changes are expected in the mobile phone industry in the future years?
2. What changes should the manufacturer brands should make in their mobile phones
in order to increase their sustainability?
3. What are the general comments that you would like to make about the mobile phone
brands? For instance pricing, sales location, colour, memory and so on.
Conceptual framework
Source [self]
Test market Study:

Test market Study
The statistics shows that demands of smart phones in Australia
market are in increasing orders from FY 2014 to 2016. As
estimated above than 2.06 million smart phones were shipped in
second quarter in 2017. Moreover the figure indicates that
Samsung smart phone market is gradually increases in FY2017
and it is predicted that in upcoming years its demands will be
increased in fast manners.
The test market study is the procedure with the help of which various variations of marketing is put in the front
of the customers as an experiment for the business. This is an extremely helpful model for the purpose of
innovation and it can also help in the reduction of the risk by testing the strategies of marketing implemented.
This research will analyze the brand preference of the customers in the mobile phone
industry in relation to Samsung so that they are able to develop new and innovative
strategies to launch their new phones.
Concepts that are related to the study
 Mobile phone industry review
 Branding and name of the brands
 Good brand characteristics
 Brand preference
 Role of the brands
 Pricing strategies for mobile phones
 Importance of product attributes
Mobile user’s in Australia is in increasing
orders as compared to FY2017 to FY2018
and it is predicted that in upcoming year’s
mobile user is increased.
From the market analysis performance it
can be observed that in upcoming years
demand of smart phone is increased.
Therefore successful conduction of the
present research would helps the
organization to determine the significant
factors that impact on consumer’s brand
preferences. In addition to this, present
study would provide the recommendation
that helps them organization to accomplish
its goals and increase customer’s in
successful manner.

References:
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Driscoll, D.L., 2011. Introduction to primary research: Observations, surveys, and interviews.
Writing spaces: Readings on writing, 2, pp.153-174.
Miles, M.B., Huberman, A.M. and Saldana, J., 2013. Qualitative data analysis. Sage.
Terrell, S.R., 2012. Mixed-methods research methodologies. The qualitative report, 17(1),
pp.254-280.
Treiman, D.J., 2014. Quantitative data analysis: Doing social research to test ideas. John
Wiley & Sons.