Chapter 8 Data Collection

Chapter 8
Data Collection Methods
2009 John Wiley & Sons Ltd. 1

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Method of data collection
Data can be collected in a variety of ways, in different settings -

field or lab - and from different sources (primary or secondary).
Data collection methods include:
1. interviews such as ( Face to face , telephone and self
administered).
2. Observation of individuals and events.
3. Questionnaires.
2009 John Wiley & Sons Ltd.

Sources of Data
Primary data: information obtained rsthand by the researcher on
the variables of interest for the specific purpose of the study.
Examples: individuals, focus groups, panels
Secondary data: information gathered from sources already

existing.
Examples: company records or archives, government

publications, industry analyses offered by the media, web sites,
the Internet, and so on.

Interview
One method of data is to interview respondents to obtain
information on the issue of interest. Interviewing is a useful data
collection method, especially during the exploratory stages of
research.
Types of Interviews
1. unstructured or structured
2. face to face
3. telephone
4. online.

Unstructured and Structured Interviews
Unstructured interview:
The interviewer encourages the respondent to talk freely about a
given topic with a minimum of guidance. In this type of interview,
interviewer does not enter the interview setting with a planned
sequence of questions to be asked of the respondent. This
interviewing is more useful in case studies rather than in surveys.
Objective Of Unstructured Interview

Bring some preliminary issues to the surface so that the
researcher can determine what factors need further in depth
investigation.
Structured Interviews
The interviewer has a list of predetermined questions to be asked
of the respondents either personally, through the telephone or
computer.
The questions are likely to focus on factors that surfaced during

unstructured interviews and are considered relevant to the
problem. Each question is asked in the same way in each
interviews. This type of interview is used for large-scale
formalized surveys.

Review of unstructured and structured
interviews
The main purpose of the unstructured interview is to explore and
probe into several factors in the situation. These would then be
pursued during structure interviews for eliciting more in-depth
information .
This helps identify the critical problem as well as ways of solving

it.

Interviewing Tips
The information obtained should be as free as possible of bias.

(Bias: refers to errors in data collection).
Your task as interviewer is to try to get interviewees to talk freely
and openly. Your own behavior has a major influence on their
willingness to do this. To this end you should:
1. Listening attentively to the interviewee
2. Put questions in a clear way
3. Some interviewees may be turned off because of personal likes
or dislikes or the manner in which the questions are put.

Face To Face Interview
Advantages
Can clarify doubts about questionnaire
Can pick up non-verbal cues
Relatively high response/cooperation
Special visual aids and scoring devises can be used
Disadvantages
High costs and time intensive
Geographical limitations
Response bias / Confidentiality difficult to be assured
Some respondents are unwilling to talk to strangers
Trained interviewers

Telephone Interview
Advantages
Discomfort of face to face is avoided
Faster / Number of calls per day could be high
Lower cost
Disadvantages
Interview length must be limited
Low response rate
No facial expressions

Computer Assisted Interviewing
The advantage of computer assisted interviewing

1. Interviews can be simple
2. Quick and more accurate information
3. Faster easier analysis of data.
4. Costs are low

Questionnaire
A questionnaire: is a pre-formulated, written set of questions to

which the respondent records his answers
Questionnaires are generally less expensive and time consuming

than interview and observation.
Questionnaire also introduce a much larger chance of non-

response error.
Questionnaire designed to collect large number of quantitative

data.
Principles of Questionnaire Design.

Questionnaire design
Steps
1. Determine the content of the questionnaire

2. Determine the wording of the questions
3. Determine the form of questions
4. Determine the question sequence
5. Cover letter

Questionnaire content
the nature of the variable tapped - subjective feelings or
objective facts - will determine what kind of questions are asked.
If the variables are subjective nature such as (satisfaction) where

respondent's beliefs, perceptions and attitudes are to be
measured, the question should tap the dimensions and elements
of the concept.
If the variables are objective such as (age, educational

levels) of respondents are tapped, a single direct question
preferably one that has an ordinal scaled set of categories- is
appropriate.

Language and Wording of the
questionnaire
The language of the questionnaire should approximate the level
of understanding of the respondents. The choice of words will
depend on their educational level.
If the questions are not understood by the respondents , the

researcher will obtain the wrong answers to the questions.
Some questions should avoid
Avoid double-barreled questions

a question that lends itself to different possible responses to
its sub-parts. For example do you think there is a good
market for the product, and that it will sell well? could bring
yes to the first part and No to the latter part.
Avoid ambiguous questions and words

for example to what extent would you say you are happy?
it difficult to decide whether the question refers to their state
of feelings in the workplace, or at home.

Social desirability
question should not be worded such that they elicit socially
desirable response. For example do you think that older
people should be laid off?
Avoid recall depended questions

some questions might require to recall experiences from the
past that are hazy in the memory.
Limit the length of the questions

Rules of thumb:
< 20 words
< one full line in print
Type and form of questions
Type of question refers to whether the questions is open-ended or closed. The
form of the question refers to whether it is positively or negatively worded.
Closed vs. Open-ended questions

Closed questions
Helps respondents to make quick decisions
Helps researchers to code
Open-ended question
First: unbiased point of view
Final: additional insights
Complementary to closed question: for interpretation purpose

Sequencing of questionnaire
The questionnaire should be such that the respondent is led from

questions of a general nature to those that are more specific, and
from questions that are relatively easy to answer to those that are
more difficult.
Sequencing of questionnaire
Personal and sensitive data at the end

Cover letter
The cover letter is the introductory page of the
questionnaire
It includes:
Identification of the researcher
Motivation for respondents to fill it in
Confidentiality
Thanking of the respondent
Observation
The best suited for research requiring non- self- report

descriptive data; when behavior is to be examined
without directly asking the respondents themselves.
Structured versus unstructured
structured observation, the researcher specifies in
detail what is to be observed and how the
measurements are to be recorded, e.g., an auditor
performing inventory analysis in a store.
unstructured observation, the observer monitors all

aspects of the phenomenon that seem relevant to the
problem at hand, e.g., observing children playing with
new toys.
Type of observation
Different types
Personal observation
Electronic observation

Advantage and Disadvantage
Advantage:
The main advantage is its directness.(gather behavioral data without asking
questions).
Minimize bias.
Certain types of data can be collected only by observation.
Disadvantage:
The reasons for the observed behavior may not be determined since little is
known about the underlying motives, beliefs, attitudes, and preferences.
Observational data are often time-consuming and expensive, and it is difficult
to observe certain forms of behavior.
In some cases, the use of observational methods may be unethical, as in
observing people without their knowledge or consent

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Chapter 8

Data Collection Methods

2009 John Wiley & Sons Ltd. 1

Data can be collected in a variety of ways, in different settings -

2009 John Wiley & Sons Ltd.

Examples: individuals, focus groups, panels

Secondary data: information gathered from sources already

Examples: company records or archives, government

2009 John Wiley & Sons Ltd. 3

2009 John Wiley & Sons Ltd.

Objective Of Unstructured Interview

The questions are likely to focus on factors that surfaced during

2009 John Wiley & Sons Ltd.

This helps identify the critical problem as well as ways of solving

2009 John Wiley & Sons Ltd.

The information obtained should be as free as possible of bias.

2009 John Wiley & Sons Ltd.

2009 John Wiley & Sons Ltd. 9

2009 John Wiley & Sons Ltd. 10

The advantage of computer assisted interviewing

2009 John Wiley & Sons Ltd.

A questionnaire: is a pre-formulated, written set of questions to

Questionnaires are generally less expensive and time consuming

Questionnaire also introduce a much larger chance of non-

Questionnaire designed to collect large number of quantitative

2009 John Wiley & Sons Ltd. 13

1. Determine the content of the questionnaire

2009 John Wiley & Sons Ltd. 14

If the variables are subjective nature such as (satisfaction) where

If the variables are objective such as (age, educational

2009 John Wiley & Sons Ltd. 15

If the questions are not understood by the respondents , the

Avoid double-barreled questions

Avoid ambiguous questions and words

2009 John Wiley & Sons Ltd. 17

Avoid recall depended questions

Limit the length of the questions

Closed vs. Open-ended questions

2009 John Wiley & Sons Ltd. 19

The questionnaire should be such that the respondent is led from

Personal and sensitive data at the end

The best suited for research requiring non- self- report

unstructured observation, the observer monitors all

2009 John Wiley & Sons Ltd. 26

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