Chapter 5- Sources and
Methods of Data collection
Data Vs. Information
• Data are known facts or things used as a basis for inference or
reckoning.
• Data are raw facts.
• Information is the knowledge created by organizing data into a useful
form.
• Information is the outcome of a processed data.
Classification of Data
Based on their sources:
• Primary data – generated from an original source, such as your own
experiments, surveys, interviews or focus groups.
• Secondary data – collected from an existing source, such as
publications, databases and internal records.
Based on their nature:
• Quantitative data – in numerical form.
• Qualitative data – in non-numerical form, such as text or images.
Sampling
• A population is a body of people or collection of items under
consideration for statistical purposes.
• If the population is relatively small, you can select the whole
population.
• A sample is an unbiased subset that represents the population.
Sampling techniques
A random sample is one where every member of the population has a chance
of being chosen. Types of random sampling:
1. Systematic Sampling
2. Stratified Sampling
3. Quota sampling
• Involves giving quotas of different types of people to question,
• For example 25 men under the age of 21; 30 women over 50 and so
on.
4. Cluster sampling
• Involves making a random selection from a sampling frame listing
groups of units rather than individual units.
• The groups can be based on organizations, countries, etc.
• Every individual belonging to the selected groups is then interviewed
or examined.
Determining the sample size
Variables
After determining your sample:
• Turn your attention to the variables about which you will collect data.
• A variable is an attribute or characteristic of the phenomenon under
study that can be observed and measured.
• Collect data relating to each variable and use this empirical evidence to
test hypotheses or address research questions.
• Identify the dependent variable (DV) and the independent variable (IV).
• A dependent variable is a variable whose values are influenced by one
or more independent variables.
• Conversely, an independent variable is a variable that influences the
values of a dependent variable.
1. Quantitative data collection
• The two main quantitative data collection methods are self-completion
questionnaires and interviews.
• A questionnaire is a method for collecting primary data in which a
sample of respondents are asked a list of carefully structured questions.
• Once you decided on the sample and the variables about which you need
to collect data, you are ready to start designing the actual questions you
will ask.
Types of questions in a questionnaire:
• A closed question requires
• a ‘yes’ or ‘no’ answer or a very brief factual answer,
• requires the respondent to choose from a list of predetermined answers.
• An open question
• cannot be answered with a simple ‘yes’ or ‘no’ or a very brief factual answer,
• requires a longer, developed answer.
Methods of distributing the questionnaire:
• By post
• By telephone
• Online – Web-based tools, such as SurveyMonkey
• Face-to-face
• Individual distribution
Further reading on questionnaire: Pages 213-215
Collis and Hussey, 2014
• An interview is a method for collecting primary data in
which a sample of interviewees are asked questions to find
out what they think, do or feel.
• Under a quantitative study the interview is likely to be based
on a questionnaire.
• This means the questions are planned in advance and each
interviewee is asked the questions in the same order.
Methods of conducting interviews:
• face-to-face,
• telephone or video conferencing methods
2. Qualitative Data Collection
• Qualitative data are normally transient, understood only
within context and are associated with an interpretivist
methodology
• Non-numerical data
Sampling methods in qualitative data collection
• Snowball sampling or networking is used in studies where it
is essential to include people with experience of the
phenomenon being studied in the sample.
• Judgmental or purposive sampling is similar to snowball
sampling as the participants are selected by the researcher on
the strength of their experience of the phenomenon under
study.
• However, in judgmental sampling the researcher makes the
decision prior to the commencement of the survey and does
not pursue other contacts that may arise during the course of
the study.
• Natural sampling occurs when the researcher has little
influence on the composition of the sample.
• The sample is sometimes referred to as a convenience
sample.
• For example, only particular employees are involved in the
phenomenon being investigated or only certain employees
are available at the time of the study.
Types of qualitative data collection
• The widely used methods are Interview and Focus
group discussion. Observation is also another method.
• Interview:
• Questions should be presented in a logical order and it is
often beneficial to move from general to specific topics.
• It is important to remember that you should only ask
questions that are relevant to your study.
• Use words that are non-threatening and familiar to the
respondents. Lead up to any sensitive questions slowly.
• Pages 135-137.
• Focus groups
• Are used to gather data relating to the feelings and
opinions of a group of people who are involved in a
common situation or discussing the same phenomenon.
• Focus groups combine interviewing and observation, but
allow fresh data to be generated through the interaction of
the group.
• Under the guidance of a group leader, selected participants
are encouraged to discuss their opinions, reactions and
feeling about a product, service, and type of situation or
concept.
Ways of qualitative data collection
• Face-to-face – This is the traditional approach and the interview can
be conducted with participants in the street, at their homes, in the
workplace or any convenient place.
• Telephone – This is also a widely used method and offers the
advantage that it reduces the cost of travel while still allowing
personal contact.
• Online – Web-based methods of video conferencing