CH. 10 DATA COLLECTION METHODS

1. CH. 10DATA COLLECTION METHODS

2. Sources of Data • Primary sources • Primary data refer to information obtained firsthand by the researcher on the variables of interest for the specific purposes of the study • Secondary sources • Secondary data refer to information gathered from sources already existing

3. Primary Sources of Data • Individuals • Focus groups • Aimed at obtaining respondents’ impressions, interpretations, and opinions. • Provides only qualitative and not quantitative information • Can not be considered to be truly representative • Focus groups are used for (1) exploratory studies, (2) making generalizations based on the information gathered by them, and (3) conducting sample surveys • Videoconferencing

4. Primary Sources of Data Cont’d) • Panels • Whereas focus groups meet for a one-time group session, panels meet more than once. • Static or dynamic • Typically used when several aspects of a product are to be studied from time to time • Unobtrusive Measures • Originate from a primary source that does not involve people

5. Secondary Sources • Advantage of seeking secondary data sources is savings in time and costs of acquiring information. • Drawbacks: obsolete, not meeting the specific needs of a particular situation or setting

6. Data Collection Methods • Interviews • Questionnaires • Observation • Unobtrusive Methods

7. Interviewing • Unstructured interviews • Interviewer does not enter the interview setting with a planned sequences of questions to be asked of the respondent • The objective: to bring some preliminary issues to the surface so that the researcher can determine what variables need further in-depth investigation

8. Interviewing (Cont’d) • Structured interviews • Those conducted when it is known at the outset what information is needed. • The interviewer has a list of predetermined questions to be asked of the respondents

9. Interviewing (Cont’d) • Some tips • Biases could be introduced by: • Interviewer • Interviewees • Situational • Biases can be minimized: • Establishing credibility and rapport, and motivating individuals to respond • Questioning techniques: funneling, unbiased questions, clarifying issues, helping the respondents to think through issues, taking notes

10. Face-to-face Interviews • Advantages: • Adapt the questions as necessary, clarify doubts, and ensure that the responses are properly understood • Pick up nonverbal cues from the respondent • Any discomfort, stress, or problems that the respondent experiences can be detected • Disadvantages: • Geographical limitations • Vast resources needed • High costs • Respondents might feel uneasy about the anonymity of their responses

11. Telephone Interviews • Advantages: • A number of differently different people can be reached in a relatively short period of time • It would eliminate any discomfort on respondents • Disadvantages: • Respondents could unilaterally terminate the interview without warning or explanation, by hanging up the phone. • Researcher will not be able to read the nonverbal communication

12. Questionnaires • Personally administered questionnaires • Advantages: • Researcher can collect all the completed responses within a short period of time • Clarify any doubts • Less expensive and consumes less time than interviewing • Mail questionnaires • Advantages: • Wide geographical area can be covered

13. Questionnaires (Cont’d) • Guidelines for questionnaires design • Principles of wording • Content and the purpose of the questions • Language and wording of the questionnaires • Type and form of questions • Sequencing of questions • Classification data or personal information

14. Questionnaires (Cont’d) • Pretesting of Structured Questions • To ensure that the questions are understood by the respondents • There are no problems with the wording or measurement

15. Other Methods • Observational surveys • Nonparticipant and participant observer • Structured and unstructured