METHODS OF

COLLECTING
PRIMARY DATA
Primary Data Collection Methods

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Qualitative & Quantitative Data

Qualitative data is usually captured in narrative form

and is used to describe human behavior or business
phenomena. Both narrative and visual data may be
collected in a qualitative data set. Qualitative
approaches to data collection are frequently used at
the exploratory stage of the research process.

Quantitative data, on the other hand, is captured

through the use of various numeric means, such as
scales.
(Hair, J. F., Essentials of Business Research Methods, 2020)
Usage of Selected Qualitative Methods

(Hair, J. F., Essentials of Business Research Methods, 2020)

Qualitative data collection

Ø observation

Ø interviews.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Observation

Observation data is collected through a systematic

approach to recognizing and recording occurrences
associated with people, events, behavior, and objects.
Collection of such data can be achieved through
trained observers or through mechanical or digital
means like videos, scanning at checkout counters, or
other electronic methods. Observation data can be
narrative, visual, or numeric.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Interviews

... in an interview, the researcher speaks to the

respondent directly. Interviews are particularly
helpful in gathering data when dealing with
complex or sensitive issues and when open-ended
questions are necessary to collect relevant data.
Interviews also enable the researcher to obtain
feedback and to use visual aids if the interviews are
face-to-face or online.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Structured interviews

In structured interviews, the interviewer uses an

interview sequence with predetermined questions for
each interview and is required to use the same
interview sequence and to conduct the interview in
exactly the same way to avoid biases that may result
from inconsistent interviewing practices.
Additionally, a standardized approach will ensure
that responses are comparable among interviews.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Semistructured interviews

Focus groups involve semistructured interviews

that use an exploratory research approach and are
considered a type of qualitative research. Focus
groups are unstructured in that the moderator allows
participants to answer questions in their own words
and encourages them to elaborate on their responses.
But focus groups are also structured in that the
moderator has a list of topics or questions to guide
the discussion.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Unstructured interviews

An unstructured interview is conducted without the

use of an interview sequence.
This allows the researcher to elicit information by
engaging the interviewee in free and open
discussion on the topic of interest. A particular
advantage of this approach is the researcher has the
opportunity to explore in depth issues raised during
the interview.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Depth interviews

A depth, or in-depth, interview is an unstructured

one-to-one discussion session between a trained
interviewer and a respondent. Respondents are
usually chosen because they have experience or
knowledge that will give them insight into a
particular topic.
... a depth interview allows much deeper probing
than does a focus group.
-------> why, why, why technique.

(Hair, J. F., Essentials of Business Research Methods, 2020)

(Hair, J. F., Essentials of Business Research Methods, 2020)
 Case studies

Case studies focus on collecting information about a

specific event or activity, often about a particular
firm or industry. The logic of conducting a case
study is that obtaining a complete picture of the
entire situation requires examining a real-life
example.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Quantitative data collection

Quantitative data collection involves gathering

numerical data using structured questionnaires or
observation guides to collect primary data from
individuals. The data ranges from beliefs, opinions,
attitudes, behavior, and lifestyles to general
background information on individuals such as
gender, age, education, and income, as well as
company characteristics like revenue and number of
employees.

(Hair, J. F., Essentials of Business Research Methods, 2020)

 Quantitative data collection

3 broad categories:
Ø self-completion: mail surveys, Internet
or other electronic surveys, and drop-off
and pickup surveys.
Ø interviewer completed: direct contact
with the respondents through personal
interviews, either face-to-face or via
telephone.
(Hair, J. F., Essentials of Business Research Methods, 2020)
 Quantitative data collection

Ø observation: collecting a large amount of

numerical data, such as that from individuals’
click-through behavior on the Internet or
purchasing behavior monitored via scanner
methods.

(Hair, J. F., Essentials of Business Research Methods, 2020)

(Hair, J. F., Essentials of Business Research Methods, 2020)
(Hair, J. F., Essentials of Business Research Methods, 2020)
(Hair, J. F., Essentials of Business Research Methods, 2020)
(Hair, J. F., Essentials of Business Research Methods, 2020)