DATA COLLECTION

Compilation and interpretation of primary

and secondary sources of information.

The integration of different sources will

consolidate the write up of the report.
 Statistics
Data Information

Data: facts and statistics collected together for

reference or analysis.
Statistics is a tool for converting data into
information:
But where then does data come from? How is it gathered?
How do we ensure its accurate? Is the data reliable? Is it
representative of the population from which it was drawn?
This chapter explores some of these issues.
5.2
 SOURCES OF DATA

Primary Source Secondary Source

Data is collected by Data collected,
researcher himself compiled or
written by other
Data is gathered researchers eg. books,
through questionnaire, journals, newspapers
interviews, Any reference must
observations etc. be acknowledged
 STEPS TO COLLECT DATA
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PLAN&&DESIGN
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DATA
DATACOLLECTION
COLLECTION

DATA ANALYSIS AND INTERPRETATION

 METHODS USED
TO COLLECT
PRIMARY SOURCE DATA

1. Interviews
2. Questionnaires
3. Survey
4. Experimentation
5. Case Study
6. Observation

However, for a small-scale study, the most commonly used

methods are interviews, survey questionnaires and observations.
Effective way Involves verbal
of gathering and non-verbal
information communications

INTERVIEW

Can be conducted
face to face, by telephone,
online or through mail
 Steps To An Effective Interview
Prepare your interview schedule

Select your subjects/ key informants

Conduct the interview

Analyze and interpret data collected from the intervie

 The most common Useful to collect
data collection instrument quantitative and qualitative
information

Survey
Questionnaire

Should contain 3 elements:

1. Introduction to explain the objectives
2. Instructions must be clear, simple language & short
3. User-friendly avoid difficult or ambiguous questions
 2 Basic Types of survey
questions:
1. Open-ended Questions 2. Close-ended Questions
Free-response Dichotomous question
(Text Open End) Multiple-choice
Fill-in relevant Rank
information Scale
Categorical
Numerical

Note: For specific examples and students activities on each question style,
please refer to the notes on Data Collection in the e-learning.
 Nonstructured Questions
Consider the following illustrative questions
How old are you?___________________
What do you like most about owning your own
home? _____________
Will you please describe your thoughts about a
person who shoplifts items from a grocery store to
keep from going hungry?
________________________________________
________________________________________
______
10 | 10
 Structured Questions
In which of the following categories does
your age fall?
_______ Less than 18
_______ 18 to 30
_______ 31 to 45
_______ 46 to 60
_______ Over 60

10 | 11
 Structured Questions:
Dichotomous Questions
Do you smoke cigarettes?
___Yes ___No
Have you ever watched CNN News?
___Yes ___No

10 | 12
 Multiple-Category Questions
In your opinion, which product category is the most suited
for making purchases on the Internet?
____Automobiles
____Books
____Electronic Items (TVs, video cameras, VCR and
DVD players, etc)
____Videos, CDs
____Computer-related items
____Travel (airlines, car rental, hotel reservations, etc.)

10 | 13
 Multiple-Category Questions
(Contd)

What do you like about Bank of Americas

online banking service?
____24 hour service
____Transaction privacy
____No need to travel do it from home
____Paying bills online no need to mail bills
____Other ____(please specify)
10 | 14
 Response Category Sequence
Approximately how many long-distance
telephone calls do you make per week?
______ 0 to 1 call
______ 2 to 3 calls
______ 4 to 5 calls
______ 6 to 7 calls
______ More than 7 calls
The response categories in this question follow
a natural sequence
10 | 15
 Appearance of questionnaires
A good introduction
Identity of researcher
Purpose of research
assurance of confidentiality of information
End on courteous note
 Organizing questions, giving instructions and
good alignment
Organize questions logically
Providing instruction on how to complete each section
Neatly aligned questions
Which result in less time and effort consumed
 Sensitive personal data
Should be asked at the end of questionnaire
Should be justified through explanation
 Open-ended questions at the end
Allowing respondents to comments
Sincere thanks to respondents
 Concluding the questionnaire

End on courteous note

Reminding respondent to check that all
questions are completed
End on courteous note
Reminding respondent to check that all questions are
completed
Involves small number of respondents
To ensure that questions are understood by
respondents
And no problems with the wording or
measurement
Observational surveys
Without asking questions of respondents
Movements, work habits, statements made, body
language
 Observational Studies
Advantages
Free from biasness
Easy to note environmental influence
Easy to observe certain individual

Disadvantages
Physical presence of observer is necessary
Prolonged and expensive
Fatigue may bias the results
Cognitive thought cant be captured
Training of observer is necessary
Thematic Apperception Test:

What comes in your mind?

Inkblot Tests
A psychological test in which a subject's interpretation of
inkblots is analyzed
 Title

A Skull?
A Bat?
A
A Butterfly?
Butterfly?
A Bird?
A dress?

A Tree?
A Plane?
Two
Faces?
 Face to face interview: to understand complex issues
Telephone interviews used to obtained immediate response from
geographical individual but non verbal responses can not be obtained
Personally administering questionnaire Established rapport with
respondents
Provide clarification sought by the respondent
Collect questionnaire immediately after completion
Mail questionnaire easy to collect data from geographical disperse
individual
Low response rate
Observational studies complex issues thrugh direct observation
 Ethics in data collection
From Researcher Side
Guarding the privacy of respondents
no misrepresentation of nature of study to objects
No violation of self esteem of respondent
No compulsion for objects to respond.
Personal responsibility of researchers for safety of object
No representation in reporting data

From Respondent Side

cooperate
Be truthful and honest
 Steps To An Effective Survey Questionnaire
Prepare your survey questions
(Formulate & choose types of questions, order them, write instructions, make copies)

Select your respondents/sampling

Random/Selected

Administer the survey questionnaire

(date, venue, time )

Tabulate data collected

(Statistical analysis-frequency/mean/correlation/% )

Analyze and interpret data collected

A sample of complete survey questionnaire
http://www.custominsight.com/demo/form_widgets.rtf
 Observe verbal &
non-verbal communication, Need to keep
surrounding atmosphere, meticulous records of
culture & situation the observations

Observations

Can be done through discussions,

observations of habits, rituals,
review of documentation,
experiments
Steps To An Effective Observation
Determine what needs to be observed
(Plan, prepare checklist, how to record data)

Select your participants

Random/Selected

Conduct the observation

(venue, duration, recording materials, take photographs )

Compile data collected

Analyze and interpret data collected

 DATA ANALYSIS
Summary sheet

1. To analyse data from interviews and observation, use

Checklist
Manually
2. To analyse data from questionnaires, use

SPSS
3. In a small scale study, the most common forms of statistical
analysis presented are:
Frequency
Mean
Percentage
 DATA INTERPRETATION
1. It involves 2 terms
Results presentation of data/findings (statistics)
Discussion interpretation of data/findings

2. Things to consider when interpreting your data:

Interpret findings based on the purpose and
objectives of your study
Relate the findings to real life context
Use persuasive language to convince your readers
to see the research from your point of view.
Order your interpretation to highlight the most important
findings
Include limitations to your research.
Use simple, clear language