Chapter 5 : Data Collection

Methods

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5.1 Major Data Collection methods
• In general, three common primary data
collection methods in business research are
– the survey method
– the observation method
– the experimental method

• Surveys are methods of collecting primary data by

asking ask respondents (representative sample of
people) for information using verbal or written
questioning.
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Categories of survey errors

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 Classification of Survey research Methods
• Surveys may be classified based on
– the method of communication ( interviews, mail,
internet surveys,...)
– the degrees of structure/unstructured , and
disguise/undisguised questions in the questionnaire,
– the time frame in which the data are gathered (cross
sectional , longitudinal,...)

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 5.2 Observation
• Observation : a systematic process of recording
the behavioural patterns of people, objects, and
occurrences as they are witnessed.

• Questioning or otherwise communicating with

subjects does not occur.

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 Direct and contrived observations
• Some types of data can be obtained more
accurately through direct observation than by
questioning respondents.
• Direct observation involves watching and
recording what naturally occurs, without creating
an artificial situation.
• Contrived observation : by creating the
situations to be observed, such as with a mystery
shopper or a research laboratory.
 5.3 Experimental Research
• Experiments are widely used in causal research
designs.
• The experimenter manipulates one or more
independent variables and holds constant all
other possible independent variables while
observing effects on dependent variable(s)

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END