Introduction to Field Methods in Data Collection

Qualitative vs. Quantitative Methods

Psychology
Qualitative Quantitative
Goals of Psychology
Observing Participant Structured
1. Describe 3. Predict observation observation
Talking to people In-depth Surveys
2. Understand 4. Control interviews &
Focus groups
Field Methods - are methods used by field investigators Looking at ‘texts’ Discourse Content analysis
from the social and behavioral sciences in the collection, (books, films, web analysis
pages, adverts…)
management, analysis and presentation of data about Using existing Comparative- Analysis of
human thought and/or human behavior in the natural information historical research existing
world. The data can be qualitative or quantitative, as can statistic/data
the methods for analysis and presentation. Other Experiments/
quasi-
experiments (not
“Research is to see what everybody else has seen, and
common)
to thnik what nobody else has thought.” —Albert Szent-
Gyorgi Characteristics of Qualitative Research

Why Research? ● Human understanding and interpretation - Data

1. To learn something and increase our
understanding.
2. To gather evidence, information and knowledge
needed for problem solving and making
decisions.
3. To challenge the existing knowledge.
What is Research?
1. The systematic investigation into and study of
materials and sources in order to establish facts and
reach new conclusions.
2. Research is finding out what you don't already
know. No one knows everything, but everybody knows
something.
3. Check current theories and existing knowledge.
Research Challenges the status quo.
4. Research corrects our misconceptions and refute
things we dearly hold as truth.
Difference between QUALITATIVE and
QUANTITATIVE Research
QUALITATIVE DATA
• Data type that consists of descriptive statements
• Text-based
• Statistical analysis is harder
• Collected using interviews, written documents,
observations
QUANTITATIVE
• Data type that can be measured and expressed
numerically
• Number-based
• Statistical analysis is easier
• Collected using survey, observations,
experiments, and interviews
analysis results show an individual’s mental, social, and
spiritual understanding of the world. Hence, through their
worldviews, you come to know what kind of human being
he/she is, including his/her values, beliefs, likes, and
dislikes.
● Active, powerful, and forceful - As you go through
the research process, you find the need to amend or
rephrase interview questions and consider varied ways
of getting answers, like shifting from mere speculating to
traveling to places for data gathering. - You are not
fixated to a certain plan. Rather, you are inclined to
discover your qualitative research design as your study
gradually unfolds or reveals itself in accordance with
your research objectives.
● Multiple research approaches and methods
- Qualitative research allows you to approach or plan
your study in varied ways. You are free to combine this
with quantitative research and use all gathered data and
analysis techniques.
- Being a multi-method research, a qualitative study
applies to all research types: descriptive, exploratory,
explanatory, case study, etc.
● Specific to Generalization
- Specific ideas in a qualitative research are directed to a
general understanding of something.
- It follows an inductive or scientific method of thinking,
where you start thinking of particular or specific concept
that will eventually lead you to more complex ideas such
as generalizations or conclusions.
● Contextualization - A qualitative research involves all
variables, factors, or conditions affecting the study. Your
goal here is to understand human behavior. Thus, it is
crucial for you to examine the context or situation of an
individual’s life—the who, what, why, how, and other
circumstances—affecting his or her way of life.
● Diversified data in real-life situations - A qualitative
researcher prefers collecting data in a natural setting like
observing people as they live and work, analyzing
photographs or videos as they genuinely appear to
people, and looking at classrooms unchanged or
adjusted to people’s intentional observations.
● Abounds with words and visuals
- Data gathering through interviews or library reading, as
well as the presentation of data analysis results, is done
verbally.
- In some cases, it resorts to quoting some respondents’
answers. Likewise, presenting people’s world views
through visual presentation (i.e., pictures, videos,
drawings, and graphs) are significantly used in a
qualitative research.
● Internal Analysis
- Here, you examine the data yielded by the internal
traits of the subject individuals (i.e., emotional, mental,
spiritual characteristics)
OBSERVATION METHOD
RESEARCH
- Is defined as careful consideration of study
regarding a particular concern or problem using scientific
methods.
- It is a systematic inquiry to describe, explain, predict,
and control the observed
phenomenon.
- Involves inductive and deductive methods.
CHARACTERISTICS OF RESEARCH
1. Good research follows a systematic approach to
capture data. Researchers need to practice ethics and a
code of conduct while making observations or drawing
conclusions.
2. The analysis is based on logical reasoning and
involves both inductive and deductive methods.
3. Real-time data and knowledge is derived from actual
observations in natural settings.
4. There is an in-depth analysis of all data collected so
that there are no anomalies associated with it.
5. It creates a path for generating new questions.
Existing data helps create more research opportunities.
6. It is analytical and uses all the available data so that
there is no ambiguity in inference.
7. Accuracy is one of the most critical aspects of
research. The information must be accurate and correct.
PURPOSE OF RESEARCH
1. EXPLORATORY
2. DESCRIPTIVE
3. EXPLANATORY
RESEARCH METHOD
OBSERVATION
What is an Observation Method? is a method of data
collection in which researchers observe within a specific
research field.
ADVANTAGES AND DISADVANTAGES OF
OBSERVATION METHOD
ADVANTAGES
• Provides direct access to research phenomena
• By observing firsthand, the researcher can collect,
check and record accurate data
• Greater flexibility in terms of application
• It does not require too much technical knowledge
• It does not require the willingness of the participant to
record. The researcher can observe from a distance and
record his findings.
DISADVANTAGES
• It takes longer time frame compared to other data
collection methods.
• A chance of higher observer bias.
• Several personal behaviors are not open for
observation.
• A higher chance of the observer influencing the
behavior of a sample group elements
• Uncertainties of the event cannot determine the actual
time when the event will take place, and this is why
occurrence that is open to observation cannot be
observed
• Many of the incidents are abstract like love, affection
and the researcher cannot gain an exact and correct
account of those.
• The social phenomena generalization made by
observations are not considered reliable as it cannot be
used for lab experiments.
• In some cases, it is seen that two persons observing
the same phenomena come at different results and this
can lead to faulty perceptions.
• is considered expensive as it requires effort and plenty
of time.
OBSERVATION METHOD
Non-Reactive (Unobstrusive)
Reactive (Obstructive)
NON-REACTIVE OR UNOBTRUSIVE METHOD
1. Physical Traces
• These are physical remains of human activity. It could
also be remnants, fragments and products of past
behavior.
• People who are “observed” are not present when the
data are collected.
2. Archival Research
A collection of private or public documents or artifacts
that a researcher can use as data
3. Content Analysis
Process of making inferences based on objective coding
of archival data
REACTIVE OR OBTRUSIVE METHOD
1. Naturalistic Observation
• It involves observing individuals in their natural setting.
• The researcher makes no manipulation of variables or
take effort in controlling the activities of people or things
being observed.
2. Systematic Observation
• It involves specification of the exact actions, attributes
or other variables that are to be recorded precisely how
they are to be recorded.
• The intent of this is to ensure that under the same or
similar circumstances, all observers will obtain the same
results.
3. Participant Observation
• The researcher is not a distant observer anymore
because he has joined the participants and become a
part of their group.
• The researcher interacts with other members of the
group freely, participates in their activities, studies their
behavior and acquires a different way of life.
FOUR DIFFERENT ROLES OF A RESEARCHER
Complete observer
• This is a detached observer and the participants are
not aware that they are under observation and the
identity of the observe is neither seen or noticed by the
participants.
Observer as participants
• The researcher is known and recognized by the
participants and in many cases, the participants know
the research goals of the observer.
Participants as observer
• The researcher is fully engaged with the participants.
She is more of a friend or colleague than a neutral third
party. While there is full interaction with participants, they
still known that this is a researcher.
Complete participant
• There is a fully embedded researcher, almost like a
spy. The observer fully engages with the participants
and partakes in their activities.
SURVEY METHOD
What is a survey method?
● Is a data collection tool used to gather information
about individuals (e.g., demographic information about
characteristics such as sex, religion, ethnicity, and
income).
● It may focus on factual information about individuals,
or it might aim to obtain the opinions of the survey
takers.
● It can collect information on experiences, opinions, and
even hypothetical scenarios.
● It can be used in both quantitative and qualitative
studies.
1. Descriptive Questions
“What percentage of practicing nurses support the
provision of hospital abortion services?”
2. Questions about the relationship between
variables
“Is there a positive association between endorsement of
hospital abortion services and support for implementing
hospice care among nurses?”
3. Questions about predictive relationships between
variables over time
“Does time 1 endorsement of support for hospital
abortion services predict greater time 2 burnout in
nurses?”
PURPOSES OF SURVEY MRTHOD
• Describing certain aspects or characteristics of
population
• Testing hypothesis about nature of relationships within
a population.
Advantages
2. Longitudinal studies – is an observational study
● It allows researchers to collect a large amount of data employing continuous or repeated measures to follow
in a relatively short period. particular individuals over a prolonged period, often
● It is less expensive than many other data collection years or decades.
techniques.
3. Correlation studies – is a non-experimental type of
● It can be created quickly and administered easily. research design where two distinct variables are studied.
● It can be used to collect information on a broad range
Based on Distribution:
of things, including personal facts, attitudes, past
1. Email
behaviors, and opinions.
2. Buy respondents
Disadvantages 3. Embedding on the website
4. Post to the social network
● Subject to nonresponse bias 5. QR code
6. SMS
● May be poorly designed

● Limited answer choices can influence results 4. Survey Data Collection

● Subject to social desirability bias 1. Online

2. Telephone
Characteristics of a survey
3. Face-to-Face
1. Sample and Sample Determination 4. Paper or print

- Determining sample size 5. Survey Data Analysis

- Types of sampling
a. Cross-tabulation
a. Probability Sampling – is a sampling method where b. Trend Analysis
the respondent is selected based on the theory of c. MaxDiff Analysis
probability. The major characteristic of this method is d. Conjoint Analysis
that each individual in a population has an equal chance e. TURF Analysis
of being selected. f. Gap Analysis
g. SWOT Analysis
b. Non-probability Sampling – is a sampling method h. Text Analysis
where the researcher selects a sample respondent
purely based on their discretion or gut. There is no How to create a survey with a good design?
predefined selection method.

2. Survey Questions ● Define objective/s

Characteristics of Survey Questions: ● The number of questions
- Data Collection ● Finalize a target audience
- Fundamental levels of measurement scales
a. Nominal ● Simple language
b. Ordinal
c. Interval ● Question types
d. Ratio ● Consistent scales
- Use of different question types
- Administering the survey ● Survey logic

3. Survey Methods

Based on Design:

1. Cross-sectional studies – is an observational

research type that analyzes data of variables
collected at one given point of time across a sample
population.