1. CH. 10 DATA COLLECTION METHODS

2. Sources of Data Primary sources Secondary 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

3. 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

4. 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

5. 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

6. Data Collection Methods
Interviews
Questionnaires
Observation
Unobtrusive Methods

7. 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

8. 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

9. Interviewing (Cont’d)
Some tips
Biases could be introduced by:
Interviewer
Interviewees
Situational
Biases 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

10. 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

11. Telephone Interviews Advantages: Disadvantages:
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

12. Questionnaires Personally administered questionnaires
Advantages:
Researcher can collect all the completed responses within a short period of time
Clarify any doubts
Less expensive and consumes less time than interviewing
Mail questionnaires
Wide geographical area can be covered

13. 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

14. 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

15. Other Methods Observational surveys
Nonparticipant and participant observer
Structured and unstructured