Data Collection Methods

Data Collection MethodsChapter 7 & 9Sources of DataSecondary dataPrimary dataFocus Group DiscussionFocus Group DiscussionDiscussionA carefully planned discussionTo obtain perceptions of a defined interest areaIn a permissive,non-threatening environment

MembersTypically consists of 8 to 10 membersWith common characteristics relating to discussion topic

Role of moderatorHas to conduct the discussionNever become part of discussionSteers the group persuasively and obtain relevant informationCreate a thoughtful, permissive atmosphereProvide the ground rulesSet the tone Recommended introduction pattern: Welcome Overview and topicGround rulesFirst questionTips for asking questionsUse open-ended questionsAvoid dichotomous questions"Why?" is rarely askedUse "think back" questionsCarefully prepare focus questionsAsk uncued questions first, cued questions second

Why Do Focus Groups To collect qualitative dataTo determine feelings, perceptions and manner of thinking of participants regarding products, services, programs or opportunitiesAttitudes and perceptions are developed in part by interaction with other peopleTo promote self-disclosure among participants

Skills of moderator

Is mentally preparedSelects appropriate locationRecords the discussionUses purposeful small talk Has a smooth & snappy introductionUses pauses and probes Uses subtle group controlControls reactions to participantsCan use an assistant moderatorUses appropriate conclusion

Panel DiscussionsStatic panelsDynamic panelsThe Delphi technique

Unobtrusive measuresUnobtrusive measures originates from primary sources without involving peopleExampleWear and tear of books in library to find usage of booksNumber of different brands of soft drink cans found in trash bags to find out consumption patterns and levels

InterviewingInterviewing

Questionnaire

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Copyright 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E

Copyright 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E

Practice ExercisesComment on each of the following questions stating whether they are good or bad and the reasons for your answerIf you have been in the company for 15 years, please indicate the date of your joining this companyBad Question: Recall DependentMy boss is good and exemplary in his dealings with othersBad: Double BarreledWorking women should opt not to have childrenBad: Loaded question; an emotional issue for womenInvestment in childrens future should be an important goal of the administrationBad: Social Desirability; SuggestiveThis job uses a lot of skills that I possessGood Question: No problem with the wordingIf this country is to remain competitive, should we not be spending more on research?Bad Question: Leading or Suggestive Question