Data Collection Method

1. Data Collection Method

2. 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

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 • Observation • Survey: • Questionnaires • Interviews • Unobtrusive Methods

7. Observation • Nonparticipant and participant observer • Structured and unstructured

8. Watching Listening Touching Smelling Reading Observation

9. 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 Evaluation of Behavioral Observation

10. 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

11. 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

12. 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 Advantages of the Telephone Survey

13. 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 Disadvantages of the Telephone Survey

14. 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 Personal Survey

15. Sources of Error Error Sources Measurement Questions Participant Interviewer

16. 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

17. 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

18. 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

19. 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 Advantages of Self-Administered Questionnaires

20. 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 Disadvantages of Self-Administered Questionnaires

21. 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

22. 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

23. Improving Response Rates • Advance notification • Reminders • Return directions and devices • Monetary incentives • Deadlines • Promise of anonymity • Appeal for participation