Data Collection

Research Methodology

Dr. Indumathi Welmilla

Senior Lecturer
Dept. of HRM
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 Learning Outcomes
• Identify data types
• Describe data collection.
• Understand data collection in research process
• Differentiate between quantitative and qualitative data
collection methods
• Identify and explain different data collection methods
• Comparison of data collection methods

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 Session Outline
• Introduction
• Type of data
• Data collection and research process
• Data collection methods
Interview, Questionnaires and surveys,
Observations, Focus groups,
Documents and records
• Merits and demerits of different data collection methods
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 Data
What are data? Information

Types Research data Qualitative

Quantitative

Types Research data ( Based of the source) Primary data

Secondary data
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Types of Data (Based of the source)
Primary Data
Which are collected a fresh and for the first time and thus
happen to be a original in character and known as primary data.

Secondary Data
Which have been collected by someone else and which have
already been pass through the statistical process are known as
secondary data

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Data collection and the research
process
• Data collection supplies the critical link between theory
and practice
• Data collection is a consideration for each phase of the
research process
1: Problem area and research question
2: Research design
3: Data analysis
4: Writing the report
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Phase 1- Selecting a Problem Area and Research
Question

• Rethinking the research question from the data collection

point of view, adds depth and dimension to underlying
intention of the research question
• After the research problem is selected a

• different data sources available to the study

• different data collection methods suitable
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 Phase 2-Formulating a Research Design
• Thinking about “research design” from the data
collection point of view, increases the likelihood that the
data collection method will fit well with the study
context and sample

• The research design specifies when, where, and how

often data are to be collected

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Phase 3- Analyzing Data

• Thinking about “data analysis” from the data

collection point of view will produce results
that have greater clarity
• All data collected should have an obvious
place in the data analysis

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 Phase4 -Writing the Report

• Thinking about “writing a research report” from the

data collection point of view brings clarity to the
purpose of data collection

• Consider who is to be the expected audience of the

report

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 Data collection Methods
• Interviews
• Questionnaires and surveys
• Observations
• Documents and records
• Focus groups

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Qualitative Data collection methods

Qualitative studies
Ethnographic
theory grounded
phenomenological

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 Data gathering methods- Interview method
Interview Method This is Oral/ Verbal communication .

This method of collecting data involves presentation or oral-

verbal and reply in terms of oral-verbal responses.

Where interviewer asks questions( which are aimed to get

information required for study ) to respondent.

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What is well- designed interview?
A well designed interview is based on six
factors.
[Link] pattern of the interview
[Link]
[Link]
[Link]
[Link]
[Link]- verbal behavior
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What is well- designed interview?
[Link] pattern of an Interview

The aim of well pattern interview is ,

Less time
Removing communication barriers
Encourage the flow of information ( The
interviewee feels at ease and tends to
provide more complete answer. )

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What is well- designed interview?
[Link] pattern of an Interview
The interview pattern consists of four stages.
Stage 1 : Entrance time investment (Greetings, reason for interview,
consent process, Interview situation)

Stage 2: Activity ( use skills; questioning, paraphrasing, probing)

Stage 3: Intimacy (do not complexity ,uncertainty and emotions, do

genuine, caring and authenticity )

Stage 4: exit time investment (Signals to the interviewee that the

interview
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is coming to a close ) 17
What is well- designed interview?
2. Listening
Most important skill of an interviewer.
❖Levels of listening
➢The interviewer listens to what the interviewee is saying
➢The interviewer listens for the “unstated massage” ( What is not
being said, what is said but is being contradicted.

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What is well- designed interview?
3. Questioning

While the pattern of the interview defines the overall

strategy of the interview, questioning is the real heart of
the process. Well-designed questions allow the interviewer
to control the direction of the interview and investigate
areas of relevance.
• Questioning is the real heart of the process of
interviewing

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What is well- designed interview?

[Link] – restating content

[Link] - further elaborate with using probing techniques

6. Non verbal Behaviuor – facial expressions, body

movement, etc.

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Types of Interview

• Personal Interview
• Telephone Interview
• Focus Group Interview
• In Depth Interview

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Types of Interview- Persona Interview
• Stages
Rapport Building
introduction
Probing
Recording
Closing

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 Types of Interview- Telephone Interview
Easy access,
few questions ,
Lager number of respondents
No personal interaction

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Types of Interview- Focus groups interviews
• Focus groups enable to exploring a shared experience
• Focus groups enable to benefits from the development of
understanding and idea in a group environment
• Must be facilitated

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Types of Interview- In depth Interview
• A qualitative research data collection method
• Allows person to person discussion
• Lead to increased people’s thoughts, feeling and behavior
on issues
• Type of interview unstructured

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Data collection method-observation method

Observation method is a method under which data

from the field is collected with the help of
observation by the observer or by personally going
to the field.
In the words of P.V. Young, “Observation may be
defined as systematic viewing, coupled with
consideration of seen phenomenon.”
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 Types of observation
[Link] and Unstructured Observation
• When observation is done by characterizing style of
recording the observed information, standardized
conditions of observation , definition of the units to be
observed , selection of pertinent data of observation
then it is structured observation
• When observation is done without any thought
before observation then it is unstructured observation

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 Types of observation
[Link] & Non Participant Observation
• When the Observer is member of the group which he is
observing then it is Participant Observation
• In participant observation Researcher can record natural
behavior of group , Researcher can verify the truth of
statements given by informants in the context of questionnaire
• When observer is observing people without actively
participation as a group member.
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 Types of observation
3. Controlled & Uncontrolled Observation
• When the observation takes place in natural condition i.e.
uncontrolled observation.
It is done to get natural picture of life and persons
• When observation takes place according to definite pre
arranged plans , with experimental procedure then it is
controlled observation generally done in laboratory under
controlled condition.

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Quantitative data collection
• Descriptive research
• Correlational research
• Experimental research

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Quantitative data collection
Questionnaire surveys
Interview survey
Observations

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Questionnaire method

• This method of data collection is quite popular,

particularly in case of big enquiries.
• Secure respondents to certain questions.
• Need to carefully design
• Can be used to test hypotheses

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Elements of questionnaire
1. Title
2. General Instruction
3. Specific instructions
4. Additional information
5. Thanks

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Essentials of Good Questionnaire
• Short & simple Questions, logical sequence
• Clearer compete directions, Technical terms should avoided
• Some control questions which indicate reliability of the respondent
• Questions should objectives.
• Avoided questions that sentiments of the respondents
• Directions for answers
• Physical Appearance, Quality of paper, colour
• Avoid ccomplex language, ambiguous, Reference of previous
questions, Questions with calculations, Double-barreled, Leading
and Loading questions
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 Main Aspects of Questionnaire
1. General form
2. Question Sequence
2. Determine the type the Questions :
Closed Form Questionnaire and Open Form
Questionnaire
Multiple Choice Questions (MCQ) and
Dichotomous Questions

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Secondary Data

Sources of data
• Publications of Central, state , local government
• Technical and trade journals
• Books, Magazines, Newspaper• Reports & publications
of industry ,bank, stock exchange• Reports by research
scholars, Universities, economist
• Public Records

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 Factors to be considered before using
secondary data
• Reliability of data – Who, when , which methods, at
what time etc.
• Suitability of data – Object ,scope, and nature of original
inquiry should be studied, as if the study was with
different objective then that data is not suitable for current
study
• Adequacy of data– Level of accuracy,
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Merits and Demerits of Data collection methods
Merits- interview
• Information at greater depth
• Flexibility of restructuring the Questionnaire
• Interviewer by his skill can come over resistance
• Non Response generally low
• Samples can controlled more effectively
• Personal information can be obtained
• Interviewer can collect supplementary information about respondent’s
personal characteristics and environment which has value in interpreting
results

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Merits and Demerits of Data collection
methods
De Merits Of Interview
Expensive method
Respondent may give bias information
Some Executive people are not approachable so data collected may be
inadequate
Takes more time when samples are more
Systematic errors may be occurred

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 Merits and Demerits of Data collection
methods
Telephone interview MERITS
• Flexible compare to mailing method
• Faster than other methods
• Cheaper than personal interview method
• Call backs are simple and economical also
• High response than mailing method.
• when it is not possible to contact the respondent
directly, then interview is conducted through Telephone. Replies can be
recorded without embarrassment to respondents
•Interviewer can explain requirements more easily
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• No field staff is required 40
Merits and Demerits of Data collection methods
Telephone Interview -DEMERITS
• Little time is given to respondents
• Survey is restricted to respondents who have telephones
• Not suitable for intensive survey where comprehensive
answers are required
• Bias information may be more
• Very difficult to make questionnaire because it should
short and to the point

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 Merits and Demerits of Data collection
methods
Observation - ADVANTAGES:
• Subjective bias eliminated (No bias info)
• Information researcher gets is Current information
• Independent to respondent’s variable (as in interview and may be bias )
• DISADVANTAGES :
• It is expensive method (time requires more)
• Limited information
• Unforeseen factors may interfere with observational task
• Respondents opinion can not be recorded on certain subject
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Merits and Demerits of Data collection
methods
Merits of Questionnaire
• Low cost even the geographical area is large to cover
• Answers are in respondents word so free from bias
• Adequate time to think for answers
• Non approachable respondents may be conveniently
contacted
• Large samples can be used so results are more reliable
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 Merits and Demerits of Data collection
methods
Demerits of Questionnaire
• Low rate of return of duly filled questionnaire
• Can be used when respondent is educated and co operative
• It is inflexible Omission of some questions
• Difficult to know the expected respondent have filled the
form or it is filled by some one else
• Slowest method of data collection
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Merits and Demerits of Data collection
methods
Demerits of Questionnaire
• Question which gives stress on memory or of a personal
character and wealth should be avoided as opening questions
• Easier question should be at the start of the questionnaire
• General to specific questions should be the sequence of
questions
• Question Formulation and Wording Question should easily
understood Question should be simple and concrete.
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CRITERIA FOR SELECTING A DATA
COLLECTION METHOD (practical criteria)

• Size of study
• Scope of study
• Program participation
• Worker cooperation
• Intrusion into the lives of research participants
• Resources
• Time
• Previous research findings
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 Questions ???
Thank you

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