1 Learning Objectives: 1.Understand data collection principles and practices. 2.Describe the...

1

Learning Objectives:

1. Understand data collection principles and

practices.

2. Describe the differences between collecting

qualitative and quantitative data.

3. Understand the differences between

observation and survey methods.

4. Assess the use of questionnaires as

instruments for data collection.

5. Appreciate the role of the various interviewing

methods in obtaining data.

Primary Data Primary Data Collection ApproachesCollection Approaches

2

Primary Data Collection Primary Data Collection ApproachesApproaches

Data Collection

Observation Survey Methods

Interviewer

Administered

Self -

Completion

Mechanical

& ElectronicHuman

3Hair, Babin, Money & Samouel, Essentials of Business Research, Wiley, 2003.

Role of Qualitative ResearchRole of Qualitative Research

Search of academic, trade and professional Search of academic, trade and professional literature.literature.

Use of interviews, brainstorming, focus Use of interviews, brainstorming, focus groups.groups.

Internalization of how others have Internalization of how others have undertaken both qualitative and quantitative undertaken both qualitative and quantitative research.research.

Use of existing questionnaires/constructs.Use of existing questionnaires/constructs.

Outcome of Qualitative ResearchOutcome of Qualitative Research

Improve conceptualization.Improve conceptualization.

Clarify research design, including data Clarify research design, including data collection approach.collection approach.

Draft questionnaire.Draft questionnaire.

Qualitative ResearchQualitative Research


Role of Quantitative ResearchRole of Quantitative Research

Quantify data and generalize results from Quantify data and generalize results from sample to population.sample to population.

Facilitates examination of large number of Facilitates examination of large number of representative cases.representative cases.

Structured approach to data collection.Structured approach to data collection.

Enables extensive statistical analysis.Enables extensive statistical analysis.

Outcome of Quantitative ResearchOutcome of Quantitative Research

Validation of qualitative research findings.Validation of qualitative research findings.

Confirmation of hypotheses, theories, etc.Confirmation of hypotheses, theories, etc.

Recommend final course of action.Recommend final course of action.

Quantitative ResearchQuantitative Research


Data are collected by systematically

recording observations of people,

events or objects. Observational

data can be obtained by use of

human, mechanical or electronic

observation.

OBSERVATIONOBSERVATION


ETHNOGRAPHIC ETHNOGRAPHIC

RESEARCHRESEARCH

. . . a form of observational

data collection in which

researchers spend long

periods of time with a

respondent and then write

narratives that describe the

respondent’s behavior.


. . . . obtains data by systematically

observing and analyzing the content or

message of written text.

CONTENT CONTENT

ANALYSISANALYSIS


SURVEY METHODSSURVEY METHODS

. . . a procedure used to collect

primary data from individuals. The

data sought can range from beliefs,

opinions, attitudes and life styles to

general background information on

individuals such as gender, age,

education and income, as well as

company characteristics like revenue

and number of employees.


Go On-Linewww.ropercenter.com

Interviewer Administered

Self-Completion

SURVEY SURVEY

METHODSMETHODS


SELF-COMPLETION SELF-COMPLETION SURVEYSSURVEYS

Mail

• Regular

• Fax

• Overnight

Electronic

• Email

• Internet

• Diskette


. . . . to obtain data that cannot be easily

observed or is not already available in

written or electronic form..

PURPOSE OF PURPOSE OF

QUESTIONNAIRESQUESTIONNAIRES


USES OF USES OF QUESTIONNAIRE QUESTIONNAIRE

DATADATA

Description

Explanation

Hypothesis Testing

Model Building


PANELSPANELS

PanelsPanels are a special type of are a special type of

survey method in which data survey method in which data

is collected from the same is collected from the same

group of respondents over a group of respondents over a

period of time.period of time.


Good cover letter. Anonymity. Allows large samples with wide coverage. Relatively low cost. Low response rates. Do not know who responded. Requires highly structured questionnaire

with predominantly closed-end questions.

MAIL MAIL QUESTIONNAIRESQUESTIONNAIRES


Administered electronically across network through use of e-mail or Internet.Relatively low cost.Easy to administer.Eliminates interview bias.Fast data collection and analysis.Sample restricted to users of network through use of e-mail or Internet.Complexity of designing and programming the questionnaire – cost in terms of time and money.

ELECTRONIC ELECTRONIC SURVEYSSURVEYS


INTERVIEWER INTERVIEWER ADMINISTERED SURVEYSADMINISTERED SURVEYS

Face-to-Face

• Focus Groups

• Mall

• In Home, at Work, etc.

Telephone

Computer Dialogue


InterviewsInterviews involve the researcher involve the researcher

“speaking” to the respondent directly, “speaking” to the respondent directly,

asking questions and recording answers.asking questions and recording answers.

INTERVIEWINTERVIEW

SS


Unstructured

Semi-structured

Structured

TYPES OF TYPES OF

INTERVIEWSINTERVIEWS

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TYPES OF TYPES OF INTERVIEWSINTERVIEWS

Structured Interviews – the interviewer uses an interview sequence with predetermined questions that are asked in exactly the same way.

Semi-structured Interviews – the researcher follows a predetermined structure and direction, but can ask related, unanticipated questions that were not originally included.

Unstructured Interviews – the researcher does not follow an interview sequence and elicits information by engaging the interviewee in a free and open discussion on the topic of interest.


Semi-structured interviews that use an exploratory research design and are considered qualitative research.

Informal discussions among 8 to 12 respondents that share something in common.

Guided by a moderator who encourages discussion and keeps the group “on track”.

Random samples are not required.

FOCUS GROUPSFOCUS GROUPS


Personability.

Attentive.

Professional Training.

Organization.

Objectivity.

Listening Skills.

FOCUS GROUP FOCUS GROUP MODERATORSMODERATORS


. . . are conducted without the use of an

interview sequence, which allows

the researcher to elicit information

by engaging the interviewee in free

and open discussion on the topic of

interest.

UNSTRUCTURED UNSTRUCTURED



. . . . also referred to as “in-depth”

interviews, they are an unstructured

one-to-one discussion session

between a trained interviewer and a

respondent who has some

specialized insight.

DEPTH DEPTH



Approaches can vary from very informal to very formal.

Expensive in terms of interviewing and travel costs.

Expensive in terms of time to complete the process:

• need to gain access.

• training of interviewers.

• co-ordination and supervision of fieldwork.

• time for interview.

Unlikely to be used with large samples.

Problem of lack of anonymity.

Opportunity to probe complex questions.

Opportunity to record additional information.

PERSONAL PERSONAL INTERVIEWSINTERVIEWS


Need to make sure that interviewees are convinced approach is genuine.

Questions are short and focused.

If questions are open-ended, make sure question does not exceed 15 words; interviewee should not be expected to give lengthy answers.

For closed-end questions the number of pre-coded options should not exceed five.

Response rates can be a problem.

Low cost form of personal interviewing.

Obtain information

quickly.

More costly than mail questionnaires but less

than personal interviews.

Administration relatively

easy.

Interview bias less of a problem.

Problem with unlisted numbers.

TELEPHONE TELEPHONE INTERVIEWS:INTERVIEWS:


. . . the answering of questions online through the use of PC’s. Typically, it involves an emailed questionnaire that facilitates discussion on a one-to-one basis or by a group.

COMPUTER COMPUTER DIALOGUEDIALOGUE


Nonresponse = refusal or sampling.Nonresponse = refusal or sampling.

Response = respondent or interviewer.Response = respondent or interviewer.

Data Collection Instrument:Data Collection Instrument: Construct Development.Construct Development.

Scaling Measurement.Scaling Measurement.

Questionnaire Design/Sequence, etc.Questionnaire Design/Sequence, etc.

Data Analysis.Data Analysis.

Interpretation.Interpretation.

Types of ErrorsTypes of Errors


DATA COLLECTION DATA COLLECTION APPROACHESAPPROACHES

Go On-Line www.acnielsen.com

What is A. C. Nielsen saying about its

latest scanner technology?


DATA COLLECTION DATA COLLECTION APPROACHESAPPROACHES

Review the surveys on this site and

complete two of them. How is the

information on this website valuable to

business researchers?

Go On-Linewww.dssresearch.com/mainsite/surveys.htm

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