Data Collection Methods: © 2009 John Wiley & Sons LTD

Chapter 8
Data Collection Methods
© 2009 John Wiley & Sons Ltd. 1

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Sources of Data
 Primary data: information obtained ﬁrst-hand by the researcher on
the variables of interest for the specific purpose of the study.
 Examples: individuals (interviews, questionnaires, observations),

focus groups etc.
 Secondary data: information gathered from sources already

existing.
 Examples: company records or archives, government publications,

industry analyses offered by the media, web sites, the Internet,
and so on.

Sources of Data
Interviews and questionnaires
It involves asking questions from respondents.
Interviews: presence of researcher

Questionnaires: absence of researcher (presence of researcher is
possible)

Sources of Data
Interviews and questionnaires
It involves asking questions from respondents.
Interviews: Researcher asks question, respondent provides answer

Questionnaires: Respondent reads question and provides answer

Personal Interview
 Advantages
– Can clarify doubts about questions
– Can pick up non-verbal cues
– Relatively high response/cooperation
– Special visual aids and scoring devises can be used
– Good for open ended questions and if research question is not well
defined
 Disadvantages
– High costs and time intensive
– Geographical limitations
– Response bias / Confidentiality difficult to be assured
– Some respondents are unwilling to talk to strangers
– Trained interviewers needed
5
Telephone Interview
 Advantages
– Discomfort of face to face is avoided
– Faster / Number of calls per day could be high
– Lower cost
 Disadvantages
– Interview length limited
– Low response rate
– No facial expressions

Telephone Interview
 Advantages
– Discomfort of face to face is avoided
– Faster / Number of calls per day could be high
– Lower cost
 Disadvantages
– Interview length limited
– Low response rate
– No facial expressions
– (What about skype and whatsapp)

Self-administered questionnaire
 Advantages
– Lowest cost option
– Expanded geographical coverage
– Requires minimal staff
– Perceived as more anonymous
 Disadvantages
– Low response rate in some modes
– No interviewer intervention possible for clarification
– Cannot be too long or complex
– Incomplete surveys

Questionnaire Design
 Definition
A questionnaire is a pre-formulated, written set of questions to which
the respondent records his answers
 Steps
1. Determine the content of the questionnaire
2. Determine the form of response
3. Determine the wording of the questions
4. Determine the question sequence
5. Write cover letter

1. Questionnaire content
 Theoretical Framework
Need information for all constructs in framework
 Measurement: Operationalizing
– Objective construct: (e.g. age)
• 1 element/items
=> 1 question
– Subjective construct: (e.g. job satisfaction)
• multiple elements/items
=> multiple questions

2. Response format
 Closed vs. Open-ended questions
– Closed questions
• Helps respondents to make quick decisions
• Helps researchers to code and analyze
– Open-ended question
• First: unbiased point of view
• Final: additional insights
• Complementary to closed question: for interpretation purpose
 Measurement: Response scales (already discussed)

3. Question Wording
 Avoid double-barreled questions
 Avoid ambiguous questions and words
 Use of ordinary words
 Avoid leading or biasing questions
 Avoid social desirability (e.g. job performance)
 Avoid recall depended questions

3. Question Wording
 “Scientists and doctors believe that exercise is good for
you. Do you agree?”
It is a leading question (because you add some extra

information that something is good or bad). It will
influence the respondents and you will not get their own
opinion.
3. Question Wording
 The tendency to present one’s self in a favorable way rather than
to give accurate answers.
 In social science research, social desirability bias is a type of
response bias that is the tendency of survey respondents to
answer questions in a manner that will be viewed favorably by
others. It can take the form of over-reporting "good behavior" or
under-reporting "bad," or undesirable behavior.
 "Do you use drugs/illicit substances?“

 Most people would deny that they drive after drinking alcohol
because it reflects poorly on them and others would most likely
disapprove.
3. Question Wording
 Patriotism, either inflated or, if denied, done so with a fear of
other party's judgment
 Bigotry and intolerance, often denied, even if it exists within the
responder
 Intellectual achievements, often inflated
 Physical appearance, either inflated or deflated
 Acts of real or imagined physical violence, often denied
 Indicators of charity or "benevolence," often inflated
 Illegal acts, often denied
 Religion, often either avoided or uncomfortably approached

Question Wording
 Use positive and negative statements

– MCB delivers high quality banking service
MCB has poor customer operational support
– Avoid double negatives (confusing)
 Limit the length of the questions

Rules of thumb:
– < 20 words
– < one full line in print

Question Wording
– Avoid double negatives (confusing)
 That won't do you no good.

 Nobody with any sense isn't going.
 I can't find my keys nowhere.
 John says he has not seen neither Alice or Susan all day.
 You can't see no one in this crowd.
 There aren't no presents left to open.
 The pilot can’t find no place to land.
 He did not mention neither the deposit nor the rate.
4. Question Sequence
Personal and sensitive data at the end

5. Cover Letter
 The cover letter is the introductory page of the
questionnaire
 It includes:
– Identification of the researcher and research
– Motivation for respondents to fill it in
– Confidentiality or Anonymity
– Thanking of the respondent

Structured Observations
 Recording pre-specified behavioral patterns of people,
objects and events in a systematic manner.
 Quantitative or qualitative in nature
 Different types
– Personal observation
– Electronic observation
(e.g., scanner data, eye tracking)


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Chapter 8

Data Collection Methods

© 2009 John Wiley & Sons Ltd. 1

 Examples: individuals (interviews, questionnaires, observations),

 Secondary data: information gathered from sources already

 Examples: company records or archives, government publications,

© 2009 John Wiley & Sons Ltd. 2

Interviews and questionnaires

It involves asking questions from respondents.

Interviews: presence of researcher

© 2009 John Wiley & Sons Ltd. 3

Interviews and questionnaires

It involves asking questions from respondents.

Interviews: Researcher asks question, respondent provides answer

© 2009 John Wiley & Sons Ltd. 4

© 2009 John Wiley & Sons Ltd. 6

© 2009 John Wiley & Sons Ltd. 7

© 2009 John Wiley & Sons Ltd. 8

© 2009 John Wiley & Sons Ltd. 9

© 2009 John Wiley & Sons Ltd. 10

 Measurement: Response scales (already discussed)

© 2009 John Wiley & Sons Ltd. 11

 Avoid ambiguous questions and words

 Use of ordinary words

 Avoid leading or biasing questions

 Avoid social desirability (e.g. job performance)

 Avoid recall depended questions

© 2009 John Wiley & Sons Ltd. 12

It is a leading question (because you add some extra

 "Do you use drugs/illicit substances?“

© 2009 John Wiley & Sons Ltd. 15

 Use positive and negative statements

 Limit the length of the questions

© 2009 John Wiley & Sons Ltd. 16

– Avoid double negatives (confusing)

 That won't do you no good.

Personal and sensitive data at the end

© 2009 John Wiley & Sons Ltd. 19

 Quantitative or qualitative in nature

© 2009 John Wiley & Sons Ltd. 20

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