method of data collection

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 Data collection method
Primary Methods of Data Collection: - method in which
the researcher gets original data from primary sources.

Primary data is data that is collected by the researchers

themself using various methods/techniques.
 Primary data can be relied on because it is known where it
came from and what was done to it.
Primary Methods of Data Collection can find data you need
to suit your purpose but usually more costly and time
consuming than collecting secondary data

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 Secondary Methods of Data Collection
Secondary data are data which have already been
collected for purposes other than the problem at hand.

These data can be located quickly and inexpensively.

Secondary data is data collected by someone other than

the user. Secondary data analysis saves time that would
otherwise be spent collecting data and, particularly in the
case of quantitative data, provides larger and higher-quality
databases that would be unfeasible for any individual
06/28/2021 researcher to collect on their own.
 Cont…
• Secondary data is the data that have been already collected by and
readily available from other sources. Such data are cheaper and more
quickly obtainable than the primary data and also may be available
when primary data cannot be obtained at all.

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 Cont…
Advantages of Secondary data

It saves efforts and expenses/ economy.

It is time saving.

It helps to make primary data collection more specific since with
the help of secondary data, we are able to make out what are the
gaps and deficiencies and what additional information needs to
be collected.

It helps to improve the understanding of the problem.

It provides a basis for comparison for the data that is collected by
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the researcher.
 Cont…
Disadvantages of secondary data

May be collected for a purpose that does not match your

need.

Access may be difficult or costly when data is collected for

commercial reason.

Aggregations processes and definitions may be unsuitable.

No real control for data quality.

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A Comparison of Primary & Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short

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 Cont…
Primary Data
Primary data are always original as it is collected by the
investigator.
Suitability of the primary data will be positive because it has been
systematically collected.
Primary data are expensive and time consuming.

Extra precautions are not required.

Primary data are in the shape of raw material.

Possibility of personal prejudice.

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 Cont…
Secondary Data
Secondary data lacks originality. The investigator makes use of the
data collected by other agencies.
Secondary data may or may not suit the objects of enquiry.

Secondary data are relatively cheaper.

It is used with great care and caution.

Secondary data are usually in the shape of readymade products.

Possibility of lesser degree of personal prejudice.

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 Cont…
Methods of Collecting Primary Data

Observation

Interviews

Questionnaire
Focus Groups

Questionnaires

Questionnaires are a popular means of collecting data, but are

difficult to design and often require many rewrites before an
06/28/2021 acceptable questionnaire is produced.
 Cont…
A method in which a sample of individuals is selected from a target
population to respond to a structured set questions.
Questions are usually short answer or closed-ended (provide a
limited set of responses that a respondent can select from).
Open-ended questions. These questions have no stated response
options, so respondents provide answers in their own words. These
responses can be analyzed individually and used to provide a
narrative description

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 Cont…
Surveys may be conducted in person (an interviewer sits
down with a respondent), over the telephone, or self-
administered (the respondent completes the survey alone).

The information (mostly quantitative data) is used to

generate summary statistics about respondents and, where
appropriate, sampling is used to generalize findings to the
target population.

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 Cont…
Advantages of questionnaires based data collection:

Can be used as a method in its own right or as a basis for

interviewing or a telephone survey.

Can be posted, e-mailed or faxed.

Can cover a large number of people or organizations.

Wide geographic coverage.

Relatively cheap.

Avoids embarrassment on the part of the respondent.

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No interviewer bias.
 Cont…
Disadvantages of questionnaires based data collection:

Design problems.

Questions have to be relatively simple.

Historically low response rate (although inducements may help).

Time delay whilst waiting for responses to be returned.

Require a return deadline.

Cannot consider illiterate person.

No control over who completes it.

Not possible to give assistance if required.

Problems with incomplete questionnaires

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 Cont…
Guidelines for preparing Questionnaire:

Keep language simple

Keep questions short and effective

Avoid double –vated questions e.g. What, Why

Avoid prestige bias

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 Cont…
Whether your questions are open or closed format, there are
several points that must by considered when writing and
interpreting questionnaires:

Clarity: This is probably the area that causes the greatest source
of mistakes in questionnaires. Questions must be clear, succinct,
and unambiguous. The goal is to eliminate the chance that the
question will mean different things to different people. If the
designers fail to do this, then essentially participants will be
06/28/2021 answering different questions.
 Cont…
Leading Questions: A leading question is one that forces or
implies a certain type of answer

Uncomfortable Questions: Embarrassing questions dealing

with personal or private matters should be avoided. Your
data is only as good as the trust and care that your
respondents give you. If you make them feel uncomfortable,
you will lose their trust. Do not ask embarrassing questions.

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 Cont…
 Hypothetical Questions. This force the respondent to give
thought to something he may have never considered. This
does not produce clear and consistent data representing real
opinion. Do not ask hypothetical questions. Simple question
such as: If you were governor, what would you do to stop
crime?
Prestige Bias: Prestige bias is the tendency for respondents
to answer in a way that make them feel better. People
may not lie directly, but may try to put a better light on
themselves.    For example questions, such as those that ask
how long it takes to learn a certain topic, must be viewed
with a little skepticism. People tend to say they are faster
learners than   they are.

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 Cont…
Questions should be arranged logically: the question must be
arranged in logical order so that a natural and spontaneous reply
to each is induced. Thus it would be illogical to ask a man his
income before asking him whether he is employed or not.

questions should be short and simple to understand

Cross checking: - If possible, one or more cross checks should

be incorporated in t the questionnaire to determine whether the
respondent is answering at least the important questions
correctly.
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 Cont…
questions requiring much calculations should be avoided.

Objectivity of answers:-when the enquiry is aimed at making

a factual study the questions should be such as result in
objective answers.

Thus question aimed at ascertaining the condition of class room

furniture may better be asked in the following manner
• Is the furniture in good condition?

• Does it need repairs?

06/28/2021 • Is it unfit for use?

 Cont…
Interviews

A purposeful discussion between two or more people. It can help

you to gather valid and reliable data that are relevant to your
research question and objectives.

Interviewing is a technique that is primarily used to gain an

understanding of the underlying reasons and motivations for
people’s attitudes, preferences or behavior. Interviews can be
undertaken on a personal one-to-one basis or in a group. They can
be conducted at work, at home, in the street or in a shopping
06/28/2021 center, or some other agreed location.
 Cont…
Interview is a data-collection technique that involves oral
questioning of respondents, either individually or as a
group.
Types of interview

Structured interview: using standardized questions.

Unstructured interview: informal, there is no prepared

questions before interview. It is used to explore in depth a
general area in which you are interested.

Semi-structured interview: mix between the two.

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 Cont…
Another classification based on the form of interaction
between interviewer and interviewees:

Qualitative interviews: divided into two groups:

1. One to one: face-to-face, telephone interviews.

2. One to many: focus group interviews.

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 Cont…
Advantages of Personal interview data collection method:

Serious approach by respondent resulting in accurate information.

Good response rate.

Completed and immediate.

Possible in-depth questions.

Interviewer in control and can give help if there is a problem.

Can investigate motives and feelings.

Can use recording equipment.

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 Cont…
Characteristics of respondent assessed – tone of voice,
facial expression, hesitation, etc.

Used to pilot other methods

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 Cont…
Disadvantages of Personal interview data collection method:

Time consuming.

Geographic limitations.

Can be expensive.

Respondent bias – tendency to please or impress, create false personal

image, or end interview quickly.

Embarrassment possible if personal questions are asked.

Transcription and analysis can present problems – subjectivity.

If there are many interviewers, training is required

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 Cont…
Telephone interview:-this is an alternative form of interview to the
personal, face-to-face interview.
Advantages of Telephone interview :
Relatively cheap.
Quick.
Can cover reasonably large numbers of people or organizations.
Wide geographic coverage.
High response rate – keep going till the required number.
No waiting.
Spontaneous response.
Help can be given to the respondent.
Can tape answers.
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 Cont…
Disadvantages of Telephone interview :

Not everyone has a telephone.

Repeat calls are inevitable.

Straightforward questions are required.

Respondent has little time to think.

Cannot use visual aids.

Can cause irritation

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 Cont…
Focus group discussion method

Focus groups: a method of collecting qualitative data

involving a carefully planned small-group discussion of
specific questions or topics led by an experienced moderator.

A focus group is an interview conducted by a trained

moderator in a non-structured and natural manner with a small
group of respondents. The moderator leads the discussion. The
main purpose of focus groups is to gain insights by listening to

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a group of people about specific issues of interest.
 Cont…
Advantages Focus group discussion method

Quick and relatively easy to set up.

The group dynamic can provide useful information that

individual data collection does not provide.

Is useful in gaining insight into a topic that may be more

difficult to gather through other data collection methods.

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 Cont…
Disadvantages Focus group discussion method

 Susceptible to facilitator bias.

The discussion can be dominated or sidetracked by a few

individuals.

Data analysis is time consuming and needs to be well

planned in advance.

Does not provide valid information at the individual level.

The information is may not representative of other groups.

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 Observation

• Observation means viewing or seeing. We go on observing

some thing or other while we are awake. Most of such
observations are just casual and have no specific purpose.
But observation as a method of data collection is different
from such casual viewing.

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 Why to Observe
• Observation allows the researcher to study people in their 'natural setting' without
their behaviour being influenced by the presence of a researcher.

 Observational data information about particular groups or situations. This kind of

data can 'fill out' and provide a deeper, richer, understanding than survey work which
tends to produce less detailed information about a larger number of people.

 Some methods only allow for the study of one individual at a time. Observation
enables the research to study groups of people together, that is, it allows for the study
of interaction between the members of a group.

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 Characteristics of observation research
Observation as a method of data collection has certain characteristics.

1. It is both a physical and a mental activity. The observation eye ‘catches’

many things which are sighted, but attention is focussed on data that are pertinent to
the given study.

2. Observation is selective. A researcher does not observe anything and

everything, but select the range of things to be observed on the basis of the nature,
scope and objectives of his study.

3. Observation is purposive and not casual. It is made for the specific purpose
of nothing things relevant to the study.

4. It captures the natural social context in which persons’ behaviour occurs.

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Types of observation

 Participant Observation
 Non-participant Observation

 Direct Observation

 Indirect Observation

 Controlled Observation

 Uncontrolled Observation

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 •Participant Observation : In this observation, the observer is a part of

the phenomenon or group which observed and he acts as both an observer and

a participant.

•Example, a study of tribal customs by an anthropologist by taking part in

tribal activities like folk dance. The person who are observed should not be

aware of the researcher’s purpose. Then only their behaviour will be ‘natural.’

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 • Non - Participant Observation : in this method, the observer stands apart

and does not participate in the phenomenon observed. Naturally, there is no

emotional involvement on the part of the observer. This method calls for skill in

recording observations in an unnoticed manner.

• Example : use of recording devices to examine the details of how people talk and

behave together.

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 • Direct Observation : This means observation of an event personally by
the observer when it takes place. This method is flexible and allows the
observer to see and record subtle aspects of events and behaviour as they
occur. He is also free to shift places, change the focus of the observation.

Example: Observer is physically present to monitor

• Indirect Observation : This does not involve the physical presence of

the observer, and the recording is done by mechanical, photographic or
electronic devices.

Example : Recording customer and employee movements by a special

motion picture camera mounted in a department of large store.

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 • Controlled Observation : Controlled observation is carried out either in the
laboratory or in the field. It is typified by clear and explicit decisions on what, how,
and when to observe. It is primarily used for inferring causality, and testing casual
hypothesis.

• Uncontrolled Observation : This does not involve over extrinsic and intrinsic
variables. It is primarily used for descriptive research. Participant observation is a
typical uncontrolled one.

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 Advantages of observation method

• They permit measurement of actual behavior rather than reports of intended or

preferred behavior.

• There is no reporting bias, and potential bias caused by the interviewer and the

interviewing process is eliminated or reduced.

• Certain types of data can be collected only by observation.

• If the observed phenomenon occurs frequently or is of short duration, observational

methods may be cheaper and faster than survey methods.

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Disadvantages of observation method

• The reasons for the observed behavior may not be determined since little is known

about the underlying motives, beliefs, attitudes, and preferences.

• Selective perception (bias in the researcher's perception) can bias the data.

• In some cases, the use of observational methods may be unethical, as in observing

people without their knowledge or consent.

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