Chapter 9

Data Collection Methods:

Interview, Observation, Survey
CHAPTER • Sources of data
OUTLINE: • Data collection methods: interview,
observation, survey
• Advantages and disadvantages of
different data collection methods
• Steps in developing questionnaire
• Ethics in data collection
 Primary data: information obtained first hand
by the researcher on the variables of interest
Sources of for the specific purpose of the study.
Data • Examples: individuals, focus groups, panels

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.
 Unstructured interviews:
Data • the interviewer does not enter the interview
collection setting with a planned sequence of questions
to be asked of the respondent.
methods: (1)
Interviews Structured interviews:

• Conducted when it is known at the outset

what information is needed.
• The interviewer has a list of predetermined
questions to be asked of the respondents
either personally, through the telephone, or
via the computer.
 Advantages

• Can clarify doubts about questionnaire

Personal •
•
Can pick up non-verbal cues
Relatively high response/cooperation
interview • Special visual aids and scoring devises can be used

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
 Advantages

• Discomfort of face to face is avoided

• Faster / Number of calls per day could
be high
Telephone • Lower cost

interview Disadvantages

• Interview length must be limited

• Low response rate
• No facial expressions
 • Lowest cost option
Data Advantages
•
•
Expanded geographical coverage
Requires minimal staff

collection • Perceived as more anonymous

methods: (2)
Self- • Low response rate in some modes
• No interviewer intervention
administered Disadvantage
s
possible for clarification
• Cannot be too long or complex
• Incomplete surveys
Data collection methods: (3) Observation

• Observation involves going into ‘the field’, - the factory, the supermarket, the
waiting room, the office, or the trading room - watching what workers,
consumers, or day traders do, and describing, analyzing, and interpreting what
one has seen.

• Ex. Shadowing a Wall Street broker engaged in his daily routine.

• Ex. Observing in-store shopping behavior of consumers via a camera.
• Ex. Sitting in the corner of an office to observe how a merchant bank trader
operates.
• Ex. Working in a plant to study factory life.
• Ex. Studying the approach skills of sales people disguised as a shopper.
What to observe?

• Descriptive observation stage:

• Space
• Objects
• Actors
• Feelings
• Events
 Controlled versus Uncontrolled
Observational Studies
Key
Participant versus Non-Participant
dimensions Observation
characterizin
Structured versus Unstructured
g type of Observational Studies
observation
Concealed versus Unconcealed
observation
 Controlled Observation
• Controlled observation is carried out either
1. Controlled in the laboratory or in the field. It is typified
by clear and explicit decisions on what, how,
vs and when to observe. It is primarily used for
Uncontrolled inferring causality, and testing casual
hypothesis.
Observational
Studies Uncontrolled Observation
• This does not involve over extrinsic and
intrinsic variables. It is primarily used for
descriptive research. Participant observation
is a typical uncontrolled one.
2. Participant vs Non-Participant Observation
Participant Observation
In this observation, the observer is a part of the
phenomenon or group which is being observed
and he acts as both an observer and a
participant.
Example, a study of tribal customs by an
anthropologist by taking part in tribal activities
like folk dance. The person who are observed
should not be aware of the researcher’s
purpose. Then only their behaviour will be
‘natural.’
Non - Participant Observation
In this method, the observer stands apart and
does not participate in the phenomenon
observed. Naturally, there is no emotional
involvement on the part of the observer. This
method calls for skill in recording observations in
an unnoticed manner.
Example : use of recording devices to examine
the details of how people talk and behave
together.
3. Structured Vs Unstructured Observational Studies

Structured observation.
Starting with an operational Unstructured observation –
definition of what you want describing what occurs.
to measure – and counting Researcher usually does not
only the behavior or have a preconceived idea
situation that “fits” the about what would occur.
definition.
4. Concealed vs Unconcealed observation

Controlled (Concealed) Observation

• is carried out either in the laboratory or in the field. It is typified by clear
and explicit decisions on what, how, and when to observe. It is primarily
used for inferring causality, and testing casual hypothesis.

Uncontrolled (Unconcealed) Observation :

• This does not involve over extrinsic and intrinsic variables. It is primarily
used for descriptive research. Participant observation is a typical
uncontrolled one.
Exercise (during class)

In what situations observation is the most appropriate data collection

method as compared to others.

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