Selecting Methods of Data Collection

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 towards a authored by Stephanie Fleish pera ©r tiSAcGuEl ar participant
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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
• Convenience:
– Saves time
• Inexpensive:
– Saves human and financial
resources
• Offer greater anonymity
– No face-to-face action
– Likelihood to obtain more
accurate information on
sensitive questions
Weaknesses
• Limited application
• Low response rate
• Self-selecting bias
• Lack of opportunity to clarify issues
• No opportunity for spontaneous
responses
• Responses may be influenced by
the response to other questions
• Others can influence the answers
• Responses cannot be supplemented
with other information
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Advantages and disadvantages of interviews
Advantages
• More appropriate for
complex situations
• Useful for collecting indepth
information
• Information can be
supplemented
• Questions can be explained
• Has a wider application
Disadvantages
• Time consuming and
expensive
• Quality of data depends on
– Quality of interaction
– Quality of interviewer
– Could vary when multiple
researchers are involved
• Possibility of researcher bias
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Types of questions
Open-ended questions
• Advantages:
– Provide in-depth information
– Greater variety of information
– No investigator bias
• Disadvantages
– Analysis is more difficult if
answers need to be classified
– Loss of information if respondents
cannot express themselves
– Possible interviewer bias
Closed questions
• Advantages:
– Easy to answer
– Easy to analyse due to readymade
categories
• Disadvantages:
– Information lacks depths and
variety
– Greater possibility of
investigator bias
– Answers are selected from a list
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
• Personal and sensitive questions
• The order of the questions
• Pre-testing a research instrument
• 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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