Methods of

Data Collection
 Introduction
There are several methods of collecting primary data, particularly in
surveys and descriptive research studies. Important ones are: (i)
observation method, (ii) interviews, (iii) questionnaires, (iv) case studies.

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OBSERVATION METHOD
 Observation Method

Observation becomes a scientific

tool and the method of data
collection for the researcher, Under the observation method,
The observation method is the
when it serves a formulated the information is sought by way
most commonly used method
research purpose, is of investigator’s own direct
specially in studies relating to
systematically planned and observation without asking from
behavioural sciences.
recorded and is subjected to the respondent.
checks and controls on validity
and reliability.

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 Observation – Advantages
The main advantage of this method is that subjective bias is eliminated, if observation is done
accurately.

Secondly, the information obtained under this method relates to what is currently happening; it is
not complicated by either the past behaviour or future intentions or attitudes.

Thirdly, this method is independent of respondents’ willingness to respond and as such is relatively
less demanding of active cooperation on the part of respondents as happens to be the case in the
interview or the questionnaire method.

This method is particularly suitable in studies which deal with subjects (i.e., respondents) who are
not capable of giving verbal reports of their feelings for one reason or the other

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 Observation –Disadvantages

Firstly, it is an expensive method as it requires more resources

Secondly, the information provided by this method is limited.

Thirdly, sometimes unforeseen factors may interfere with the observational task.

At times, the fact that some people are rarely accessible to direct observation
creates obstacle for this method to collect data effectively.

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 Observation
• Participant Observation vs Non-Participant Observation
• Disguised Observation vs Undisguised Observation
• Naturalistic Observation vs Contrived Observation

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INTERVIEW METHOD
 Interview Method

The interview method

The interview method of
requires a person known as
collecting data involves
the interviewer asking
presentation of oral-verbal
questions generally
stimuli and reply in terms of
face-to-face to the other
oral-verbal responses.
person or persons.

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 Interview Method
The method of collecting information through personal interviews is usually carried out in a structured
way. - structured interviews.

Such interviews involve the use of a set of predetermined questions and of highly standardized
techniques of recording.

As against it, the unstructured interviews are characterised by a flexibility of approach to questioning.

Unstructured interviews do not follow a system of pre-determined questions and standardised

techniques of recording information.

In a non-structured interview, the interviewer is allowed much greater freedom to ask, in case of need,
supplementary questions or at times he may omit certain questions if the situation so requires.

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 Interview - Advantages
The method of collecting information through personal interviews is usually carried out in a structured
way. - structured interviews.

Such interviews involve the use of a set of predetermined questions and of highly standardized
techniques of recording.

As against it, the unstructured interviews are characterised by a flexibility of approach to questioning.

Unstructured interviews do not follow a system of pre-determined questions and standardised

techniques of recording information.

In a non-structured interview, the interviewer is allowed much greater freedom to ask, in case of need,
supplementary questions or at times he may omit certain questions if the situation so requires.

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 Interview - Disadvantages
It is a very expensive method, specially when large and widely spread geographical sample is taken.

There remains the possibility of the bias of interviewer as well as that of the respondent;

Certain types of respondents such as important officials or executives or people in high income groups may not be easily
approachable under this method and to that extent the data may prove inadequate.

This method is relatively more-time-consuming, specially when the sample is large and re-calls upon the respondents are
necessary.

The presence of the interviewer on the spot may over-stimulate the respondent, sometimes even to the extent that he may
give imaginary information just to make the interview interesting.

Under the interview method the organisation required for selecting, training and supervising the field-staff is more complex.

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QUESTIONNAIRE METHOD
 Questionnaire Method

In this method a
questionnaire is sent (usually A questionnaire consists of a
by post) to the persons number of questions printed
concerned with a request to or typed in a definite order
answer the questions and on a form or set of forms.
return the questionnaire.

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 Questionnaire - Advantages

There is low cost even when the universe is large and is widely spread geographically

Free from Bias

Respondents have adequate time to give well thought out answers.

Respondents, who are not easily approachable, can also be reached conveniently.
Large samples can be made use of and thus the results can be made more dependable and
reliable.

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 Questionnaire - Disadvantages
Low rate of return of the duly filled in questionnaires

It can be used only when respondents are educated

The control over questionnaire may be lost once it is sent.

There is also the possibility of ambiguous replies or omission of replies altogether to certain questions;
interpretation of omissions is difficult.

It is difficult to know whether willing respondents are truly representative.

This method is likely to be the slowest of all.

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