Kumar: Research Methodology

Chapter 9

Selecting Methods of Data

Collection

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 Topics covered
• Differences in methods of collecting data
• Major sources of information gathering
• Collecting data using primary sources
– Observation
– The interview
– The questionnaire
– Advantages and disadvantages
– Types of questions
– Formulating effective questions
• Constructing a research instrument in quantitative research
• Methods of data collection in qualitative research
• Collecting data using secondary sources
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 Differences in methods of collecting data in
quantitative, qualitative and mixed methods
research
Quantitative, qualitative or mixed methods
classification depends on the answers to the following
questions:
• What philosophical approach is underpinning the
research approach?
• How was the information collected? Was the format
structured or unstructured/flexible or a combination
of the both?
• Were the questions or issues discussed during data
collection predetermined or developed during data
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 Differences in methods of collecting data in
quantitative, qualitative and mixed methods
research continued
• How was the information gathered recorded? Was it
in a descriptive, narrative, categorical, quantitative
form or on a scale?
• How was the information analysed? Was it a
descriptive, categorical or numerical analysis?
• How will the findings be communicated? In a
descriptive or analytical manner?
• How many different methods were used in
undertaking the study?

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Insert Figure 9.1 Methods of data collection

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Major sources of information gathering

• Primary data: The researcher undertakes the

data collection

• Secondary data: The data is already available

and can be reanalysed

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 Observation
Watching and listening to interactions
– Participant observation
– Non-participant observation
– Natural
– Controlled
Recording of observations:
• Narrative recording
• Categorical recording
• Recording on electronic devices
Effects that could affect observations:
• Hawthorne effect: Participants are aware of the observation and change
their behaviour
• Elevation effect: Researcher over-uses a particular scale for recording
• Halo effect: Researcher bias
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 The interview
Questioning people
– Unstructured interviews: Freedom in structure,
content, wording and order of questions
– Structured interviews: Interview schedule
predetermines the questions, wording and order

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 The questionnaire
Written list of questions completed by the
respondent
– Mail or postal questionnaire (covering letter)
– Collective administration
– Online questionnaire
– Administration in a public place

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 Choose between interview schedule and
questionnaire

Consider the following:

• The nature of the investigation
• The geographical distribution of the study
population
• The type of study population

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Strengths and weaknesses of questionnaires

Strengths Weaknesses
• Convenience: • Limited application
– Saves time • Low response rate
• Self-selecting bias
• Inexpensive:
• Lack of opportunity to clarify issues
– Saves human and financial
• No opportunity for spontaneous
resources
responses
• Offer greater anonymity • Responses may be influenced by
– No face-to-face action the response to other questions
– Likelihood to obtain more • Others can influence the answers
accurate information on • Responses cannot be supplemented
sensitive questions with other information

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Advantages and disadvantages of interviews

Advantages Disadvantages
• More appropriate for • Time consuming and
complex situations expensive
• Useful for collecting in- • Quality of data depends on
depth information – Quality of interaction
• Information can be – Quality of interviewer
supplemented – Could vary when multiple
researchers are involved
• Questions can be explained
• Possibility of researcher bias
• Has a wider application

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 Types of questions
Open-ended questions Closed questions
• Advantages: • Advantages:
– Provide in-depth information – Easy to answer
– Greater variety of information – Easy to analyse due to ready-
– No investigator bias made categories
• Disadvantages:
• Disadvantages – Information lacks depths and
– Analysis is more difficult if variety
answers need to be classified – Greater possibility of
– Loss of information if respondents investigator bias
cannot express themselves – Answers are selected from a list
– Possible interviewer bias and may not reflect respondents
opinion

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 Formulating effective questions

• Use easy and every day language

• Avoid ambiguous questions
• Avoid double-barrelled questions
• Avoid leading questions
• Avoid questions based on assumptions

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 Constructing a research instrument in
quantitative research
 To ensure the validity of your instrument, make sure that
your questions relate to the objectives of your study.
 The instrument must stem from the objectives, research
questions and/or hypotheses of the study
It is suggested that a beginner should adopt the
following procedure:
– Step I If you have not already done so, clearly define and
individually list all the specific objectives, research questions
or hypotheses, if any, to be tested.
– Step II For each objective, research question or hypothesis,
list all the associated questions that you want to answer
through your study.
– Step III Take each question that you identified in Step II and list
the information required to answer it.
– Step IV Formulate question(s) that you want to ask of your
respondents to obtain the required information.
 Asking personal and sensitive questions
• Personal and sensitive questions
– 1 a direct manner;
– 2 an indirect manner.
• by showing drawings or cartoons;
• by asking a respondent to complete a sentence;
• by asking a respondent to sort cards containing statements;
• by using random devices.

• The order of the questions

• two approaches exist
– 1. ask randomly
– 2. follow a logical progression based upon the objectives
• Pre-testing a research instrument
– critical examination of the understanding of each question and its meaning as understood by a
respondent
– pre-test should be carried out under actual field conditions on a group of people similar to your study
population
• Pre-requisites for data collection:
• Motivation to share required information
• Clear understanding of the questions
• Possession of the required information

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 Methods of data collection in qualitative
research

• Unstructured interviews
• In-depth interviews
• Focus group interviews
• Narratives
• Oral histories
• Observation

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Collecting data using secondary sources
• Government or corporate websites
• Earlier research
• Personal records
• Mass media

Possible problems of secondary data:

• Validity and reliability
• Personal bias
• Availability
• Format
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