Chapter 6-Methods of Data Collection

Business Research Methods All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2012 6– 1

PART 3
CHAPTER 6
Methods of Data Collection

LEARNING OUTCOMES
After studying this chapter, you should be able to:

 Understand the difference between qualitative and
quantitative methods of data collection
 Describe various types of data collection methods,
and state their uses and limitations
 Use an appropriate method or a combination of
different methods for data collection
 Identify ethical issues involved in business research
and the ways of ensuring that research informants
or subjects are not harmed by the study

6.0 Introduction
 The task of data collection begins when research

problem has been defined and research design has
been set out for the study.
 Secondary and primary research
 The methods of collecting primary and secondary
data differ since primary data is to be originally
collected, while in the case of secondary data, the
data collection is simply a compilation from the
available published source(s).

6.1 Data Collection Method:
Qualitative vs Quantitative
 The method of collecting qualitative data
(description of meanings rather than statistical
inferences) explores attitudes, behaviour and
experiences through methods such as interviews or
focus groups.
 The method of collecting quantitative data
generates statistics (rather than meaning) through
the use of large-scale survey research, using
methods such as questionnaires or structured
interviews.

6.1 Data Collection Method:
Qualitative vs Quantitative (cont.)
Qualitative Quantitative
Data involves “words” Data involves “numbers”.
Research is inductive Research is deductive
Researcher part of the situation or

Researcher an objective observer.
problem.
Interpretive analysis Use of statistical analysis
Provide a depth and richness of data Allows for generalisation

6.1.1 Observation
A technique that involves systematically

selecting, watching and recording behaviour
and characteristics of living beings, objects or
phenomena.

6.1.1 Observation (cont.)
The researcher should keep certain things in mind:

 What should be observed?
 How should the observations be recorded? Or
how should the accuracy of observations be
ensured?

Types of Observation
 Observation is characterised by careful definition of

units to be observed, the style of recording the
observed information, standardised conditions of
observation and the selection of pertinent data of
observation. This is known as structured
observation.
 On the other hand, if the observation is to take
place without these characteristics being sought in
advance, it is known as unstructured observation.

6.1.2 Survey Method
Survey is a structured way of collecting

standardized information from individuals using
a questionnaire.

6.1.2 Survey Method (cont.)
Basically 4 types of survey are used by researches:

 Personal interview (face to face)
 Mail survey
 Telephone survey
 Internet (on-line) survey

Personal Interview
(face to face)
 Personal interview consists of

– administering structured questionnaires where trained
interviewers ask fixed choice questions in a consistent
format.

Personal Interview (face to face)
(cont.)
Tips to ensure reliable, credible and unbiased responses:

 Must be well-organised and knowledgeable in the
subject
 Should ask the same question without change in
wording
 Should ask every question in the same context
 Should explain the purpose of the research to
respondents
 Should ensure that each question is understood by all
the respondents

(cont.)
 Should write down the responses in a standardized

form
 Should try to extract the unbiased response
 Should be aware of the impact of his or her
behaviour on the response

(cont.)
Advantages:
 The researcher can explain and clarify it to get the
true and correct response, if problem arises
 Different measurement tools can be used in one
survey
 Findings of the research can be generalized
 Probing can be used to collect detailed information
 Respondent’s body language can be considered in
helping to interpret responses/comments

Mail Survey
 Most popular method

 Uses envelop and stamp, and self-addressed
stamped return envelop
 Enables you to choose a large sample

Mail Survey (cont.)
Advantages:
 Low cost
 Convenience
 No bias responses
 Sampling–internal link

Mail Survey (cont.)
Disadvantages:
 Very low response rate
 Ability of respondent to answer survey

Telephone Survey
Interviewer collects the relevant information

from the target respondents through telephone
conversation.

Telephone Survey (cont.)
Helpful tips to locate the respondent:

 Repeat calls might be necessary if the respondents
work in organizations and the only channel to reach
them is through their secretaries
 As the researcher may not know the name and
designation of the respondents, there is every
possibility of interviewing the wrong person

 In a telephone survey, the interviewer collects the

relevant information from the target respondents
through telephone conversation.
 The researcher can intimate the respondents in
advance informing them about the telephone
interview on the subject matter.

Making them agree to take part:

 The purpose of the call should be stated clearly to
the respondents just like the introductory letter of a
postal questionnaire.
 Generally, respondents listen to the introduction
before they decide to participate or refuse.
 The researcher should motivate the respondents in
the right way if they raise objections about why they
could not participate in the survey.

Advantages:
 It is more flexible in comparison to mailing method
 It is faster than other methods of survey. It is a
quick way of obtaining the information
 It is relatively cheaper
 It can cover reasonably large numbers of people or
organisations with wide geographic coverage

 High-response rate—keep going till the required

number
 Recall is easy; call-backs are simple and
economical
 Interviewer can explain requirements more easily
 Replies can be recorded without causing
embarrassment to respondents

Disadvantages:
 This kind of survey is often connected with selling.
 The questionnaire must be short and questions
must be simple and straightforward, otherwise
respondents may refuse to answer them.
 Surveys are restricted to respondents who have
telephone facilities.
 Repeat calls are inevitable—average 2.5 calls to
get someone.
 Time is wasted.
 Respondent has little time to think before answering
each question over the phone.
 It is not possible to use visual aids.
 Too many questions or disturbance in the telephone
connection may cause irritation to the respondents.
 Not suitable for intensive surveys where
comprehensive answers are required to various
questions.

Internet (on-line) Survey
The questionnaire can be distributed as mail

messages through attachment or posted as
World Wide Web forms in the internet or
distributed via publicly available computers in
high-traffic areas.

Internet (on-line) Survey (cont.)
Advantages:
 Cost saving
 Ease of editing/analysis
 Faster transmission time
 Easy use of pre-letters
 Higher response rate
 More candid responses
 Potentially quicker response time with wider
magnitude of coverage

Internet (on-line) Survey (cont.)
Disadvantages:
 Sample demographic limitations
 Lower levels of confidentiality
 Layout and presentation issues
 Additional orientation/instructions
 Response rate

Appendix 6.1
Comparison among different survey
methods
Cost Mail survey Telephonic Internet Personal interview
survey survey
Cost Often lowest Moderate Moderate Usually highest
Ability to probe No personal No personal No personal Greatest opportunity for
contact or contact or contact or observation, building
observation observation observation rapport and additional
probing
Responden’s Yes Perhaps, but Yes Perhaps, if interview
ability to usually no time is prearranged with
complete at respondent
own
convenience
Interview bias No Some, No Greatest chance
perhaps due
to voice
inflection
Appendix 6.1
methods
Cost Mail survey Telephonic Internet Personal interview
survey survey
Ability to decide who Least Some No Greatest
actually responds to
the questions
Complex questions Least Somewhat Least More suitable

suitable suitable suitable
Visual aids Little No High Greatest opportunity

opportunity opportunity opportunity
Potential negative ‘Junk mail’ ‘Junk calls’ No Invasion of privacy

respondent reaction

Appendix 6.1
methods
Cost Mail survey Telephonic Internet Personal
survey survey interview
respondent reaction Least Some in the Least Greatest
‘Junk mail’ ‘Junk selection of
calls’ Invasion of time to call
privacy Interviewer
control over
interview
environment
Time lag between Greatest Least Greatest May be

soliciting considered if a
and receiving large
response area is involved

Appendix 6.1
methods
Cost Mail survey Telephonic Internet survey Personal
survey interview
Suitable Simple, Some opportunity Openended Greatest
types of mostly for openended questions especially opportunity for
questions dichotomous Questions if the interview is open-ended
(yes/no) and especially recorded High questions
multiple if the interview is opportunity for open-
choice recorded ended questions
Requirement Least Medium Least Greatest
for technical
skills in
conducting
interview
Response Low Usually high Low High

rate

6.1.3 Qualitative Techniques
Sometimes, the research objective calls for

more indirect methods of questioning, either
because normal quantitative surveys are
inadequate or inappropriate.

In-Depth Interview
 A qualitative research technique that involves

conducting intensive individual interviews with a
small number of respondents to explore their
perspectives on a particular idea, programme or
situation.

In-Depth Interview (cont.)
Limitations and pitfalls:

 Biased due to their stake in the programme
 Interviews can be a time-intensive evaluation
activity
 Must be appropriately trained
 Generalisations about the results usually could not
be made

Focus Group Discussion
A carefully planned and moderated discussion

among individuals having common characteristics
to obtain the meaningful information on the area
of interest in a non-threatening environment.

Projective Techniques
Used by psychologists to use projections of

respondents for inferring about underlying
motives, urges or intentions.

Projective Techniques (cont.)
Important projective techniques:

 Word association
 Sentence completion
 Verbal projection

6.2 Collection of Secondary
Data
Refers to information that has been already
gathered by someone (individual or agencies)
and readily available to the researcher.

Data (cont.)
Important for any business research due to the following

reasons:
Entirely appropriate and wholly adequate to draw
conclusions and answer the question or solve the
problem.
Far cheaper to collect secondary data than to obtain
primary data.
Time involved in searching secondary sources is much
less.

Data (cont.)
 Can yield more accurate data than that obtained
through primary research
 Plays an important role in the exploratory phase of
the research when the task at hand is to define the
research problem and to generate hypotheses
 Data can be extremely useful both in defining the
population and in structuring the sample to be taken

Data (cont.)
Secondary data should possess the following

characteristics:
 Reliability of data
 Suitability of data
 Adequacy of data

6.3 Selection of Appropriate
Methods of Data Collection
 Nature, scope and object of enquiry.
 Availability of funds
 Time factor
 Precision required

6.4 Ethical Considerations
The researcher should be concerned about

whether one’s procedures of collecting
information are likely to cause any physical or
emotional harm to the participants.

(cont.)
These harm may be caused by;
 Violating participants’ right to privacy by posing
sensitive questions or by gaining access to
personal data;
 Observing the behaviour of participants without
their being aware;
 Making public personal information which
participants would want to keep private; and
 Failing to observe/respect certain cultural values,
traditions or taboos valued by the participants.

(cont.)
Recommended methods for dealing with these issues:

 Obtaining the respondent’s consent before the
study begins;
 Not exploring sensitive issues before a good
relationship has been established;
 Ensuring the confidentiality; and
 Learning enough about the culture of participants.


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Business Research Methods All Rights Reserved

© Oxford Fajar Sdn. Bhd. (008974-T), 2012 6– 1

Methods of Data Collection

Business Research Methods All Rights Reserved

After studying this chapter, you should be able to:

Business Research Methods All Rights Reserved

 The task of data collection begins when research

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

Data involves “words” Data involves “numbers”.

Research is inductive Research is deductive

Researcher part of the situation or

Interpretive analysis Use of statistical analysis

Provide a depth and richness of data Allows for generalisation

Business Research Methods All Rights Reserved

A technique that involves systematically

Business Research Methods All Rights Reserved

The researcher should keep certain things in mind:

Business Research Methods All Rights Reserved

 Observation is characterised by careful definition of

Business Research Methods All Rights Reserved

Survey is a structured way of collecting

Business Research Methods All Rights Reserved

Basically 4 types of survey are used by researches:

Business Research Methods All Rights Reserved

 Personal interview consists of

Business Research Methods All Rights Reserved

Tips to ensure reliable, credible and unbiased responses:

Business Research Methods All Rights Reserved

 Should write down the responses in a standardized

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Most popular method

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

Interviewer collects the relevant information

Business Research Methods All Rights Reserved

Helpful tips to locate the respondent:

Business Research Methods All Rights Reserved

 In a telephone survey, the interviewer collects the

Business Research Methods All Rights Reserved

Making them agree to take part:

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 High-response rate—keep going till the required

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

The questionnaire can be distributed as mail

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

Complex questions Least Somewhat Least More suitable

Visual aids Little No High Greatest opportunity

Potential negative ‘Junk mail’ ‘Junk calls’ No Invasion of privacy

Business Research Methods All Rights Reserved

Time lag between Greatest Least Greatest May be

Business Research Methods All Rights Reserved

Response Low Usually high Low High

Business Research Methods All Rights Reserved

Sometimes, the research objective calls for

Business Research Methods All Rights Reserved

 A qualitative research technique that involves