Methods of Data Collection

TUHIN CHATTOPADHYAY

Chapter 10

Conducting & Reading Research Baumgartner et al

Methods of Data Collection

Primary data: information that is developed or gathered by the researcher specifically for the research project at hand Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand

Classification of Secondary Data

Internal secondary data: data that have been collected within the firm Internal databases: databases (collection of data and information describing items of interest) consisting of information gathered by a company typically during the normal course of business transactions

Classification of Secondary Datacont.

External secondary data: data obtained from outside the firm Types: Published Syndicated Services Data External Databases

Classification of Secondary Datacont.

Types of External Secondary Data External secondary data Published: sources of information prepared for public distribution and found in libraries or a variety of other entities Syndicated Services Data: data provided by firms that collect data in a standard format and make them available to subscribing firms

Classification of Secondary Datacont.

Types of External Secondary Data External secondary data External Databases: databases provided by outside firms; many are now available online (online information databases) Bibliographic databases..citations by subject Numeric or statistical databases, 2001 Census
Government Reports, Other Studies

Directory or list databases Comprehensive databases, Contain all of the above

Advantages of Secondary Data

Obtained quickly (compared to primary data gathering) Inexpensive (compared to primary data gathering) Usually available Enhances existing primary data

Limitations of Secondary Data

Exact data that one may need may not be available. May have difficulty in getting access. Errors in data base. Possible coding problems Data may be available but it may have problems: Missing or incomplete data. Unknown definitions of data. Changed definitions or procedures. Might be too aggregated.

Evaluating Secondary Data

What was the purpose of the study? Who collected the information and when was this done? What information was collected (questions, scales, etc.)? How was the information obtained (sampling frame, method of sample draw, communication method, resulting sample, etc.)? How consistent is the information with other published information?

Locating Secondary Data Sources

Step 1: Step 2: Step 3: Step 4:

Identify what you wish to know and what you already know about your topic. Develop a list of key words and names. Begin your search using several library and Web sources. Compile the literature you have found and evaluate your findings.

Primary Data Collection

Methods of Primary Data Collection

Observation In-depth Techniques

Experimentation

Surveys

Types of Observations
Structured (Descriptive) Disguised Participation (Presence of the observer is hidden)

Participant (Anthropological)

Unstructured (Exploratory)

Non-Participant (Political forecasts)

Types Of Observation
Structured
(Descriptive)

Participant
(Anthropological)

Disguised Participation
(Presence of the observer is hidden)

In-Depth Techniques

Focus groups

Interviews

Projective Techniques

Personal

Telephonic

Focused Non-Directive

Direct Personal Investigation

Indirect Oral Investigation

Structured

Unstructured

Experimentation
Real World Setting Lab Setting Web Based

Primary Data Collection Methods

1. Observation
Human or physical observation includes mystery shopping, cameras in store, watching children handle toys, etc. Ethnography watching behaviors in the consumers natural setting Mechanical or electronic observation using Nielsen people meter, eye tracking devices, or using software to track behaviors on the Web, etc.

Limitations:
A. B. C. Expensive method in terms of time and money Limited Information. Interference of unforeseen factors

Observations: Examples
Observe classroom activities to measure the amount of time spent on hands-on learning activities. Observe amount of traffic on a road from the village to a major town. Observe Meetings Observe program offices

In-depth Techniques

Interview Techniques
Interviews

Personal

Telephonic

Focused Non-Directive

Direct Personal Investigation Structured

Indirect Oral Investigation

Unstructured

Merits of interview method

It provides greater information in-depth. Can overcome the resistance through persuasion . Personal information can be sort. Low no-response. Can secure most spontaneous reactions. Adaptability of the language to the level of interviewee. Can collate supplementary information which maybe of great value in interpreting the results. Interviewer can clarify unclear questions Literacy is not required Interviewer can collect more complex answers and observations Interviewer can minimize missing and inappropriate responses Interviewer can prevent respondent from answering out of sequence

Interview method is most useful when:

Other methods do not make sense. When the issues are complex and in-depth understanding is needed. When the issues and questions are still being determined.

Pre-requisites of interviewing
Careful selection, training, and briefing of the interviewer. Must ask questions properly and intelligently. Must answer legitimate questions of the interviewee. Should not show surprise or disapproval Must discourage irrelevant conversation. Interviewer must possess the technical competence and necessary practical experience. Occasional field checks.

Guidelines for successful Interviewing:

1) Choose the time when the interviewee is at ease. 2) Approach must be friendly and informal. 3) Establish Rapport with the interviewee. - People are motivated to communicate when atmosphere is favorable. 4) Listen with understanding, respect and curiosity. 5) Control the course of the interview and avoid irrelevant conversation.

Telephone interviews
Merits: Faster , cheaper, recall easy, higher rate of response than through mailing, replies can be recorded ,no field staff Is required, possibility of wider distribution of sample

Demerits:
1. No thinking space to the interviewee 2. Survey is restricted to those, who have telephone facilities. 3. Unsuitable for intensive surveys where comprehensive answers are required. 4. Greater possibility of bias.

Limitations of the interview method

Possibility of Data collection and interpretation biases. Time consuming when sample is large. May introduce systematic errors. Lack of proper rapport , with the interviewee.

Through mailed questionnaires

Merits: Low cost Free from the bias of the interviewer. Enough thinking space. Can be reached to otherwise inaccessible people. Sample could be larger. Demerits: Low rate of return. Only the educated and cooperating people could be approached. Difficulty in modifying the approach once the questionnaire is made. Possibility of ambiguous replies/omissions of questions. Method is slightly to be slowest of all.

Important considerations while framing a questionnaire

A)General form (close ended/Open ended). Question sequence: First few questions are important because they are lightly to influence the attitude and the desired cooperation from the respondent First questions should break the ice General to specific order of questions Questions on personal or sensitive topics left towards the end Avoid a series of questions that are likely to elicit the same response (bias) One question can affect another Questions should be easily understood and should be simple There should always be provision for indications of uncertainty. E.g." Don't know No preference

Questionnaire Design: General Principles Open-ended vs closed-ended questions:

Open-ended questions generate answers that are more nuanced and information-rich. They permit subject freedom to answer question in own words (without pre-specified alternatives). Open-ended questions do not provide respondents with any answers from which to choose.

Open-ended Questions: Advantages and Disadvantages

Advantages: Not forced to choose between categories May better reflect respondents thoughts\beliefs Appropriate when list of possible answers is excessive Lets respondent have the say, let him tell the researcher what he means, and not vice-versa (obtain unanticipated answers) Disadvantages: Respondent may say too much or too little Provide incomplete or unintelligible answers Flexibility in responses difficult to code and analyze Interpretations of answers may vary Too much variance in response Expensive and time-consuming

Closed-ended Questions
Closed-ended questions provide respondents with a list of responses from which to choose. Alternatively, closed-ended questions can provide multiple choices for the respondent to accept or reject.

Closed-ended Questions: Advantages and Disadvantages

Advantages: Easy to answer and takes little time Answers can be precoded (assigned a number) and easily transferred to a computer Answers are easy to compare Easier to elicit responses to sensitive questions Answers are more reliable Meaning of responses more meaningful to researcher Disadvantages: May not be accurate--forces people to accept categories, or puts too many people into other category Answers relative to response scale provided Respondent's choice not among listed alternatives Choices listed communicate kind of response wanted Wording of response choices may influence responses

Through Schedules
Difference between a questionnaire and a schedule 1) Questionnaires are sent through mail to the informants while schedules are filled in either by the researcher himself or by the enumerators who are specially appointed for the purpose. 2) Questionnaire is relatively cheap but data collection through schedules in expensive. 3) Non-response is high in case of a questionnaire. 4) In case of a questionnaire, identity of the person who has actually filled in may be unknown as he/she might be doing it on behalf of someone else. 5) Questionnaire method is slow as many respondents may not return the filled in response in time. 6) Personal contact is not possible in case of questionnaires.

7) Questionnaire method can be used only when respondents are literate and cooperative. 8) Coverage with questionnaire could be wider and cheap. 9) Risk of collecting incomplete and wrong information is relatively more under the questionnaire method particularly when people are unable to understand questions properly. 10) Observation method can also be used along with the schedules but it is not possible with the questionnaire.

Other methods of Data Collection

Use of Mechanical Devices Projective Techniques

Use of Mechanical Devices

Eye Camera

Psycho Galvanometer

Audio meter

Pupilometric Camera

Motion Picture Camera

Projective Techniques

Word Association Test Sentence completion test

Story Completion test

Pictorial techniques

Verbal projection tests

Play Techniques

Quizzes ,Test and Examinations

Sociometry

Thematic Apperception Test (TAT)

Rosenweig Test

Pictorial techniques
Rorschach Test

Holtzman Inkblot Test

Strengths and Weaknesses of Contact Methods Particulars

Flexibility Quantity of data that can be collected

Mail
Poor Good

Telephone Personal Online

Good Fair Fair Excellent Excellent Good Fair Excellent Excellent Poor Fair Good Good Poor Good Good Fair Poor Excellent Good Excellent

Control of interviewer Excellent effects Control of sample Speed of data collection Response rate Cost Fair Poor Fair Good

Thank You