QUALITATIVE DATA COLLECTION

METHODS

Compiled
by

Dr. M.K. Mzuza

 OUTLINE

Introduction
Focus Group Discussions
Interview
Observation
 INTRODUCTION

Data collection is the process of collecting information

from all the relevant sources to find answers to the
research problem, test the hypothesis and evaluate the
outcomes.
Data collection methods are procedures used in the
data collection process and these may include focus
group discussions, interviews and observations, oral
histories, questionnaires and surveys.
Data collection methods are divided into primary and
secondary data collection methods.
 INTRODUCTION

Primary data is a type of data which has never existed

before, hence it was never published. It is collected for a
specific purpose. Primary data collection methods are
divided into qualitative and quantitative.
 Secondary data is a type of data that has already been
published in books, newspapers, journals and other
publications.
Focusing on qualitative data collection methods, data
here can be collected through focus group discussions,
Interviews and observations.
 FOCUS GROUP DISCUSSIONS
Focus group discussions are discussions conducted with
participation of seven to twelve people
Focus groups are a data collection method. Data is
collected through a semi-structured group interview
process. Focus groups are moderated by a group leader.
They are conducted in order to capture their experiences
and views regarding specific issues closely related to the
research question.
It is most suitable for types of studies where multiple
perspectives needed to be obtained regarding the same
research question.
 Characteristics of focus groups

 The design of focus group research will vary based on the research question
being studied. Below, we highlight some general principles to consider:
i. Standardization of questions - Focus groups can vary in the extent to which
they follow a structured protocol or permit discussion to emerge
ii. Number of focus groups conducted - or sampling will depend on the
'segmentation' or different stratifications (e.g. age, sex, socioeconomic
status, health status) that the researcher identifies as important to the
research topic
iii. Number of participants per group - the rule of thumb has been 6-10
homogeneous strangers, but as points out there may be reasons to have
smaller or slightly larger groups
iv. Level of moderator involvement - can vary from high to low degree of
control exercised during focus groups (e.g. extent to which structured
questions are asked and group dynamics are actively managed.
 When focus groups might be used

Focus groups may be used:

i. To explore new research areas
ii. To explore a topic that is difficult to observe (not easy to gain
access)
iii. To explore a topic that does not lend itself to observational
techniques (e.g. attitudes and decision-making)
iv. To explore sensitive topics
v. When you want to collect a concentrated set of observations in
a short time span
vi. To find out perspectives and experiences from people on a
topic.
 When focus groups might be used

In combination with other methods, focus groups might be

used to:
i. Gather preliminary data
ii. Aid in the development of surveys and interview guides
iii. Clarify research findings from another method
 Advantages of Focus Group Discussions

 It helps the researchers to give support to facts instantly ; any

inaccurate response will result into opposition by other
members of the focus group.
 There is possibility of obtaining primary data through non
verbal channels as well as verbal channels and approaching
research area from various perspectives is there.
 The presence of several relevant people together at the
same time encourage them to engage in a healthy
discussion and help researchers uncover unimaginable
information
 Advantages of Focus Group Discussions

 Ability to produce a large amount of data on a topic in a

short time
 Access to topics that might be otherwise unobservable
 Can insure that data directly targets researcher's topic
 Provide access to comparisons that focus group participants
make between their experiences. This can be very valuable
and provide access to consensus/diversity of experiences on
a topic
 Disadvantages of focus group discussions

 There may be a lack of direct participation by some. The presence of

members of excessively loud voice in the focus group can subdue the
opinions of those who are less vocal.
 The results can be altered with strong leadership.
 Group discussions can be heavily influenced by one or two dominant
individuals in the group.
 Some members of the group may be discouraged from participating in
discussions due to lack of confidence.
 Group dynamics sometimes create a personal bias.
 Responses that are non-verbal may be misinterpreted.
 There are always security concerns.
 Moderators can inadvertently influence the data.
 INTERVIEW
A research interview involves an interviewer, who
coordinates the process of the conversation and asks
questions and an interviewee, who responds to those
question.
It is an appropriate method when there is a need to
collect in depth information on people’s opinions,
thoughts, experiences and feelings.
There are three different formats of interviews;
structured, semi structured and unstructured.
 INTERVIEW
Structured interviews consist of series of pre-determined
questions that all interviewees answer in the same order. Data
analysis usually tends to be straightforward because researcher
can compare and contrast different answers given to the same
questions.
Unstructured interviews are usually the least reliable from
research viewpoint because no questions are prepared prior to
the interview and data collection is conducted in an informal
manner and it also has high level of bias.
Semi structured interviews contain the components of both
structured and semi structured interviews.
 Advantages of Interviews

Interviews help the researchers uncover rich, deep insight and

learn information that they may have missed otherwise.
The presence of an interviewer can give respondents additional
comfort while answering the questionnaire and ensure correct
interpretation of the questions.
Builds a faster assessment process
Enables broad data collection
Helps develop a personal connection
Benefit from body language
Forms deeper understanding of candidates
Create a memorable experience
 Disadvantages of Interviews

 Reaching out to all respondents to conduct interview is a massive, time

consuming exercise that leads to a major increase in the cost of conducting
a survey.
 It requires a well trained interviewer in the necessary skills and relevant
subject matter, to ensure effectiveness of the whole interview being
conducted.
 Invasion of Privacy - Interviewing can be an invasion of Privacy and may be
upsetting for the informant
 Expensive
 Time consuming
 Difficulty in data analysis
 Less reliability
 Inhibitions - The tape recorder or video recorder may inhibit the respondent
 OBSERVATIONS

 It involves the direct observation of phenomena in their

natural setting.
It is a systematic way to collect data by observing
people in natural situations or settings (Levy,2013).
Observation is a method of data collection in which
researchers observe within a specific research field. It is
sometimes referred to as an unobtrusive method.
Its purpose is to perceive the nature and extent of
significant interrelated elements within complex social
phenomena, culture patterns or human conduct.
 Advantages of observations in research

It is a very quick and effective way of collecting data

with minimal intrusion.
Infrastructure requirement and preparation time are
minimal for simple observation
If the observation is simple and does not require
interpretation, then well trained people are not required
to conduct the survey .
 Advantages of observations in research

The research is better able to understand and

capture the context within which people interact
Firsthand experience with a setting allows
researchers to open to discovery and inductive,
rather than guessing what the context is like
The research may see things that routinely escape
awareness of the participant using a different
method
It provides a chance to learn things that people
may be unwilling to discuss in an interview
 Disadvantages of Observations

The lack of competence of the observer may hamper

the validity and reliability of observation
 Analysis may rely heavily on experts who must know
what to observe and how to interpret the observations
once the data collection is done (Dudovskiy,2018)
Lack of clarity
Little control over physical situation
The data may be unmanageable
There is possibility of distortion of the phenomena through
act of observing.