Upload
mavis-sharp
View
222
Download
0
Tags:
Embed Size (px)
Citation preview
Data Collection Method
Sources of Data
• Primary sources– Primary data refer to information obtained
firsthand by the researcher on the variables of interest for the specific purposes of the study
• Secondary sources– Secondary data refer to information gathered
from sources already existing
Primary Sources of Data
• Individuals• Focus groups
– Aimed at obtaining respondents’ impressions, interpretations, and opinions.
– Provides only qualitative and not quantitative information
– Can not be considered to be truly representative– Focus groups are used for (1) exploratory studies, (2)
making generalizations based on the information gathered by them, and (3) conducting sample surveys
– Videoconferencing
Primary Sources of Data Cont’d)
• Panels– Whereas focus groups meet for a one-time
group session, panels meet more than once.– Static or dynamic– Typically used when several aspects of a
product are to be studied from time to time
• Unobtrusive Measures– Originate from a primary source that does not
involve people
Secondary Sources
• Advantage of seeking secondary data sources is savings in time and costs of acquiring information.
• Drawbacks: obsolete, not meeting the specific needs of a particular situation or setting
Data Collection Methods
• Observation • Survey:
– Questionnaires – Interviews
• Unobtrusive Methods
Observation
• Nonparticipant and participant observer• Structured and unstructured
Observation
WatchingWatching
ListeningListening
TouchingTouching
SmellingSmelling
ReadingReading
Evaluation of Behavioral Observation
Strengths• Securing information that
is otherwise unavailable• Avoiding participant
filtering/ forgetting• Securing environmental
context• Optimizing naturalness
Weaknesses• Enduring long periods • Incurring higher expenses• Having lower reliability of
inferences• Quantifying data• Keeping large records
Interviewing
• Unstructured interviews– Interviewer does not enter the interview setting
with a planned sequences of questions to be asked of the respondent
– The objective: to bring some preliminary issues to the surface so that the researcher can determine what variables need further in-depth investigation
Interviewing (Cont’d)
• Structured interviews– Those conducted when it is known at the
outset what information is needed.– The interviewer has a list of predetermined
questions to be asked of the respondents
Advantages of the Telephone Survey
• Lower costs than personal interview
• Expanded geographic coverage
• Use of few interviewers
• Reduced interviewer bias
• Fast completion time• Better access to some
participants• Random dialing
possible• CATI possible
Disadvantages of the Telephone Survey
• Lower response rate than personal interview
• Higher costs if interviewing geographically dispersed sample
• Interview length limited
• Unlisted phone numbers/ Call screening
• Some unavailable by phone
• Unit-nonresponse• Lack of visuals
Personal Survey
Advantages• Good cooperation rates• Interviewer can probe and
explain• Visual aids possible• Illiterate participants can
be reached• Interviewer can prescreen• CAPI possible
Disadvantages• High costs• Need for highly trained
interviewers• Time consuming• Labor-intensive• Some unwilling to invite
strangers into homes• Interviewer bias possible
Sources of Error
ErrorSources
Measurement Questions
Interviewer
Participant
Interviewing (Cont’d)
• Can be minimized:– Establishing credibility and rapport, and
motivating individuals to respond– Questioning techniques: funneling, unbiased
questions, clarifying issues, helping the respondents to think through issues, taking notes
Face-to-face Interviews
• Advantages:– Adapt the questions as necessary, clarify doubts, and
ensure that the responses are properly understood– Pick up nonverbal cues from the respondent– Any discomfort, stress, or problems that the respondent
experiences can be detected
• Disadvantages:– Geographical limitations– Vast resources needed– High costs– Respondents might feel uneasy about the anonymity of their
responses
Telephone Interviews
• Advantages:– A number of differently different people can be
reached in a relatively short period of time– It would eliminate any discomfort on
respondents
• Disadvantages:– Respondents could unilaterally terminate the
interview without warning or explanation, by hanging up the phone.
– Researcher will not be able to read the nonverbal communication
Advantages of Self-Administered Questionnaires
• Allows contact with inaccessible participants
• Incentives increase response rates
• Lowest-cost option• Geographic coverage• Minimal staff required• Perceived as
anonymous
• Allows participants time for reflection
• Allows for complex questions
• Rapid data collection possible
• Visuals possible• Multiple sampling
frames possible
Disadvantages of Self-Administered Questionnaires
• Low response rates in some modes
• No interviewer intervention
• Cannot be too long• Cannot be too
complex• Requires accurate list
• Skewed responses by extremists
• Participant anxiety possible
• Directions necessary• Need for low-
distraction environment
• Computer security
Questionnaires (Cont’d)
• Guidelines for questionnaires design– Principles of wording
• Content and the purpose of the questions• Language and wording of the questionnaires• Type and form of questions• Sequencing of questions
– Classification data or personal information
Questionnaires (Cont’d)
• Pretesting of Structured Questions– To ensure that the questions are understood
by the respondents– There are no problems with the wording or
measurement
Improving Response Rates
• Advance notification• Reminders• Return directions and devices• Monetary incentives• Deadlines• Promise of anonymity• Appeal for participation