METHODS OF DATA COLLECTION

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Two Types of Data

Primary Data-are those which are collected afresh and for the first time & thus happens to be original in character Secondary Data-are those which have already been collected by someone else and which have already been passed through the statistical process

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Methods of Collection of Primary Data

1. 2. 3. 4. 5. 6. 7. 8. Observation method Interview method Through Questionnaires Through Schedules Other methods which include Warranty cards Distributer audits Pantry audits Consumer panels Using mechanical devices Through Projective Techniques Depth Interviews Content Analysis

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OBSERVING
Observation is a method of data gathering in which a qualified person watches, or walks through, the actual processing associated with a system
Best for studying processes, e.g. manufacturing Useful for studying the work flow through an office Could be active or passive
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OBSERVATION METHOD
Observation becomes a scientific tool and the method of data collection for the researcher when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability. Under the observation method, the information is sought by way of investigators own direct observation without asking from the respondent

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Observation
Nonbehavioral observation
Record analysis:
Analysis of historical or current records and public or private records.

Physical condition analysis

Audits of merchandise availability, studies of plant safety compliance, etc.

Process or activity analysis

Time/motion studies, financial flows in a banking system, paper flow in office systems, etc.

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Observation
Behavioral observation
Nonverbal analysis
E.g., Monitoring eye movement in user-interface studies.

Linguistic analysis
E.g., study of a sales presentations content or the study of what, how, and how much information is conveyed in a training situation.

Extralinguistic analysis
E.g., study of the linguistic content of the interaction between supervisors and subordinates.

Spatial analysis
E.g., a study of how salespeople physically approach customers.
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Advantages of Observation Method

Subjective bias is eliminated, if observation is done accurately The information obtained under this method relates to what is currently happening; it is not complicated by either the past behaviour or future intentions or attitudes This method is independent of respondents willingness to respond and as such is relatively less demanding of active cooperation on the part of respondents as happens to be the case in the interview or the questionnaire method This method is particularly suitable in studies which deal with subjects (respondents) who are not capable of giving verbal reports of their feelings for one reason or the other
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Advantages of the Observational Method (cont.)

Collect the original data at the time it occurs Secure information that participants would ignore because its so common it is not seen as relevant Only method available to collect certain types of data Capture the whole event as it occurs in its natural environment Subjects seem to accept an observational intrusion better than they respond to questioning
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Limitations of Observation Method

It is an expensive method The information provided is very limited Sometimes unforeseen factors may interfere with the observational task The fact that some people are rarely accessible to direct observation creates obstacle for this method to collect data effectively
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Limitations of the Observational Method (cont.)

Observer or recording equipment must be at the scene of the event when it takes place Slow process Most reliable results are restricted to information that can be learned by overt action or surface indicators Research environment is more likely suited to subjective assessment and recording of data than to quantification of events Limited as a way to learn about the past Cannot observe rationale for actions, only actions themselves

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Relationship between Observer and Subject

Direct or indirect observation Observers presence known or unknown to the subject Observer is involved or not involved with the respondent

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Observation Methods: The Observer-Subject Relationship

Direct observation
Observer is physically present to monitor

Indirect observation
Observations are recorded (audio, video or other)

Concealment
Observes use concealment to shield themselves from the object of their observation.

Participant
Observer is involved in the activity being observed

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The Type of Observational Study

Simple Observation
Exploratory, found in most studies, goal of discovery.

Systematic Observation
Employs standardized procedures, trained observers, schedules for recording, and other devices for the observer that mirror the scientific procedures for other primary data collection methods.
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Guidelines for Selecting Observers

Ability to concentrate in a setting full of distractions Ability to remember details of an experience Ability to be unobtrusive in the observational situation Ability to extract the most from an observational study
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Conducting the Study: Observation Data Collection

Who?
What qualifies a subject to be observed?

What?
Event Sampling
Observer records selected behavior that answers the investigative question

Time Sampling
Observer may record data at fixed points in time for a specified length, at specified intervals, or continuously.

When?
Is the time of the study important, or can any time be used?

How?
Will the data be directly observed? If there is more than one observer, how will the task be divided? How will the results be recorded for later analysis?

Where
Within spatial confine, where does the act take place?

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