MODULE 8 LESSON 1 &

2. QUANTITATIVE AND
QUALITATIVE DATA
COLLECTION

Cristopher Reymond S. Castillo, Ph.D.

 OBJECTIVES

 1. recognize types of data;

 2. identify the methods for collecting data;
 3. explain the procedure for data collection; and
 4. conduct and record an interview.
 LESSON 1: QUANTITATIVE DATA
COLLECTION
The tool and technique of data collection
varies according to purpose of research,
nature of data, nature of sample etc.
The tools may be enlisted as follows:
1. observation
2. interviews
3. questionnaires
4. rating scales
5. inventories & tests
 WHAT’S IN

 1 . Sample selection based on the subjective judgment of the

researcher.
 2. Not everyone has an equal chance to participate.
 3. The researcher does not consider sampling bias.
 4. Useful when the population has similar traits.
 5. The sample does not accurately represent the population.
 6. Finding respondents is easy.
 7. The sample is selected at a random.
 8. Everyone in the population has an equal chance of getting
selected.
 9. Used when sampling bias must be reduced.
 10. Useful when the population is diverse.
 WHAT’S NEW

 1. An artifact, document, diary, manuscript, or other

source of information created at the time of study is
a __________.
 2. A training record is a __________.
 3. A map produced in 2016 showing what land
European countries controlled in the world in the
18th century would be considered a __________.
 4. A professional journal discussing the impact of
rust on metal would be an example of a __________.
 5. A source created about an event or time -period by
someone who was there is a __________.
 WHAT IS IT?

 Statistics is a branch of mathematics dealing with the

collection, analysis, presentation, interpretation, and
conclusion of data, while biostatistics is a branch of
statistics, where statistical techniques are used on
biomedical data to reach a conclusion.
 Measurement scale (data type) is an important part of
data collection, analysis, and presentation.
 In the data collection, the type of questionnaire and
the data recording tool differ according to the data
types.
 Similarly, in the data analysis, statistical tests or
methods differ from one data type to another.
 WHAT IS IT?

Data presentation is an important step to

communicate our information and findings to
the audience and readers in an effective way.
Data are a collection of facts such as values
or measurements. It can be numbers, words,
measurements, observations, or even just
descriptions of things.
 TWO T YPES OF DATA

Constant is a situation or value that does not

change.
Variable is a characteristic, number, or
quantity that increases or decreases over time
or takes different values in different
situations. A variable is, as the name applies,
something that varies.
 FIVE T YPES OF VARIABLES

1. independent variable . A variable, value of which af fects the

value of another variable.
2. Dependent variable. A variable, value of which may change
due to change in the value of another variable.
3. Moderator variable The variable that af fects the cause-and-
ef fect relationship between these two variables.
4. Controlled variable If the ef fect of such variables that can
af fect the cause-and-effect relationship of dependent and
independent variable, is eliminated.
5. Inter vening variable, a variable that may af fect the cause-and-
ef fect relationship of dependent and independent variables
but either cannot be measured clearly or is to be ignored
during research.
FIGURE 1. THE RELATIONSHIP AMONG
VARIABLES
 FOUR T YPES OF VARIABLES

Nominal, Ordinal, Discrete, and Continuous

The first two are called qualitative data and
the last two are quantitative data.
The first two (nominal and ordinal) are
assessed in terms of words or attributes
called qualitative data, whereas discrete and
continuous variables are part of the
quantitative data.
QUANTITATIVE RESEARCH VARIABLES
 QUANTITATIVE VARIABLES

 Quantitative variable is the data that show some

quantity through numerical value.
 Discrete variable is the quantitative data, but its
values cannot be expressed or presented in the form
of a decimal.
 Continuous data are measured in values and can be
quantified and presented in decimals. Age, height,
weight, body mass index, serum creatinine, heart
rate, systolic blood pressure, and diastolic blood
pressure are some exa
 DATA COLLECTION

 Data collection is the process of gathering and measuring

information on variables of interest in an established systematic
fashion that enables one to answer stated research questions, test
hypotheses, and evaluate outcomes.
 While methods var y by discipline, the emphasis on ensuring
accurate and honest collection remains the same.
 The goal for all data collection is to capture quality evidence that
then translates to rich data analysis and allows the building of a
convincing and credible answer to questions that have been posed.
 Data collection star ts with determining what kind of data required
followed by the selection of a sample from a certain population.
 Af ter that, you need to use a certain instrument to collect the data
from the selected sample. Let us now take a closer look on
quantitative data
 TWO T YPES OF DATA COLLECTION

1. Primary data collection refers to data that

is collected from research participants directly
by the investigators of a study and the data is
used for that study.
2. Secondary data collection refers to data
that is collected by investigators from
research papers that are already published
online. Secondary data is used by these
investigators in a secondary research study
 SOURCES OF PRIMARY DATA

a. Experiments require an artificial or natural

setting in which to perform logical study to
collect data.
b. Survey is the most commonly used method
in social sciences, management, marketing,
and psychology to some extent.
c. Questionnaire is the most commonly used
method in survey.
d. Interview is a face-to-face conversation with
the respondent.
 QUANTITATIVE DATA

 It is numerical in nature and can be mathematically

computed.
 Quantitative data measure uses different scales,
which can be classified as nominal scale, ordinal
scale, interval scale and ratio scale .
 Quantitative approaches address the ‘what’ of the
study.
 Quantitative approaches have the advantage that
they are cheaper to implement, are standardized so
comparisons can be easily made, and the size of the
effect can usually be measured.
 QUANTITATIVE DATA

 The quantitative data collection methods rely on

random sampling and structured data collection
instruments that fit diverse experiences into
predetermined response categories.
 They produce results that are easy to summarize,
compare, and generalize.
 If the intent is to generalize from the research
participants to a larger population, the researcher
will employ probability sampling to select
participants.
 TWO MAIN QUANTITATIVE DATA
COLLECTION METHOD

1. Surveys: Traditionally, surveys were

conducted using paper-based methods and
have gradually evolved into online mediums.
Closed-ended questions form a major part of
these surveys as they are more effective in
collecting quantitative data.
2. One-on-one Interviews. This quantitative
data collection method was also traditionally
conducted face-to-face but has shifted to
telephonic and online platforms.
 CLASSIFICATION OF SURVEYS

a. Longitudinal Studies are types of

observational research in which the market
researcher conducts surveys from a specific
time period to another (i.e., over a
considerable course of time, is called
longitudinal survey).
b. Cross-sectional Studies are types of
observational research in which the market
research conducts surveys at a particular time
period across the target sample is known as
cross-sectional survey.
 PRINCIPLES TO ADMINISTER SURVEY

a. Fundamental levels of measurement

(nominal, ordinal, interval and ratio scales).
b. Use of different question types.
c. Survey distribution and survey data
collection.
 Some of the most commonly used methods are:
➢ e-mail
➢ sample size
➢ embedding a survey
➢ social distribution
 THREE MAJOR SECTIONS OF THESE
ONLINE INTERVIEWS:

a. face-to-face interviews

b. online or telephonic interviews
c. computer assisted personal interview
 DATA COLLECTION PROCEDURE

It is a systematic process of gathering

observations or measurements.
Before you begin collecting data, you need to
consider:
a. the aim of the research;
b. the type of data that you will collect; and
c. the methods and procedures you will use to
collect, store, and process the data.
 FOUR STEPS TO COLLECT HIGH QUALIT Y
DATA

Step 1: Define the aim of your

research.
Step 2: Develop operational
definitions and procedures.
Step 3: Choose more than one data
collection technique.
Step 4: Begin to collect your data.
 QUALITATIVE DATA COLLECTION

Observations, textual or visual analysis (e.g.

from books or videos), and interviews
(individual or group).
However, the most common methods used,
particularly in social science research, are
interviews and focus groups.
 WHAT IS IT?

 Qualitative data collection methods are exploratory in nature

and are mainly concerned with gaining insights and
understanding on underlying reasons and motivations .
 Monette et al (2010) credit qualitative methods with the
acknowledgement of abstraction and generalization.
 Polonsky and Waller (2011) categorize vision, images, forms
and structures in various media, as well as spoken and printed
word, and recorded sound into qualitative data collection
methods.
 Qualitative methods are of ten regarded as providing rich data
about real life people and situations and being more able to
make sense of behavior and to understand behavior within its
wider context.
 WHAT IS IT?

 Interviews, focus groups, observations and action

research.
 Grounded theory and document analysis can be also
used as data collection method in qualitative studies.
 Data collection approaches for qualitative research
usually involves:
• direct interaction with individuals on a one -to-one
basis;
• or direct interaction with individuals in a group
setting.
 WHAT IS IT?

 Qualitative research data collection methods are

time consuming.
 Data is usually collected from a smaller sample
 The information is richer and has a deeper insight
into the phenomenon under study.
 Qualitative data collection methods are exploratory ,
and usually more focused on gaining insights and
understanding the underlying reasons by digging
deeper.
 Qualitative data collection methods are primarily
unstructured or structured in rare cases in some
extent.
MOST COMMON METHODS USED FOR
QUALITATIVE DATA COLLECTION
 INTERVIEWS

 a. Unstructured
• Can be referred to as 'depth' or 'in depth' interviews.
• They have very little structure at all.
• The interviewer may just go with the aim of discussing a
limited number of topics, sometimes as few as just one or two.
• The interviewer may frame the interview questions based on
the interviewee and his/her previous response.
• This allows the discussion to cover areas in great detail.
• They involve the researcher wanting to know or find out more
about a specific topic without there being a structure or a
preconceived
plan or expectation as to how they will deal with the topic.
 INTERVIEWS

 b. Semi structured
• Semi structured interviews are sometimes also
called focused interviews.
• A series of open-ended questions based on the
topic areas the researcher wants to cover.
• A series of broad questions to ask and may have
some prompts to help the interviewee.
• The open-ended nature of the question defines the
topic under investigation but provides opportunities
for both interviewer and interviewee to discuss some
topics in more detail.
 INTERVIEWS

 b. Semi structured
• Semi structured interviews allow the researcher to
prompt or encourage the interviewee if they are
looking for more information or
find what they are saying interesting.
• This method gives the researcher the freedom to
probe the interviewee to elaborate or to follow a new
line of inquiry introduced
by what the interviewee is saying.
• Work best when the interviewed has a number of
areas he/she wants to be sure to be addressing.
 INTERVIEWS

 c. Structured
• The interviewer asks the respondent the same
questions in the same way.
• A tightly structured schedule is used.
• The questions may be phrased in order that a limited
range of responses may be given(i.e. Do you rate our
services as very good, good or poor?).
• A researcher needs to consider whether a
questionnaire or structured interview is more
appropriate.
• If the interview schedule is too tightly structured this
may not enable the phenomena under investigation to
be explored in terms of either breadth or depth
 FOCUS GROUPS

 The use of focus groups is sometimes used when it is

better to obtain information from a group rather than
individuals.
 Group interviews can be used when:
a. Limited resources (time, manpower, finances)
b. The phenomena being researched requires a
collective discussion in order to understand the
circumstances, behavior or opinions.
c. Greater insights may be developed of the group
dynamic or cause and consequence.
 FOCUS GROUPS

 Characteristics of a focus group:

❖ Recommended size of the sample group is 6 - 10
people as smaller groups may limit the potential on
the amount of information collected.
❖ Several focus groups should be used in order to
get a more objective and macro view of the
investigation(i.e. focusing on one group may
give you idiosyncratic results).
 ❖ Members of the focus group should have
something in common which is important to the
investigation.
❖ Groups can either be put together or existing
groups.
 FOCUS GROUPS

The aim of the focus group is to make use of

participants' feelings, perceptions and
opinions. This method requires the researcher
to use a range of skills:
❖ group skills
❖ facilitating
❖ moderating
❖ listening/observing
❖ analysis
 OBSERVATION

 Observation involves may take place in natural

settings and involves the researcher taking lengthy
and descriptive notes of what is happening.
 Limitations with observation include:
a. Change in people's behavior when they know they
are being observed.
b. A 'snapshot' view of a whole situation
c. Think big brother...
d. The researcher may miss something while they are
watching and taking notes.
e. The researcher may make judgements of make
value statements or misunderstand what has been
observed.
 OBSERVATION

Strengths of observation:
a. Can offer a flavor for what is happening
b. Can give an insight into the bigger picture
c. Can demonstrate sub-groups.
d. Can be used to assist in the design of the
rest of the research
 OBSERVATION

the researcher becomes or needs to become a

participant observer, where they are taking
part in the situation in order to be accepted
and further understand the workings of the
social phenomenon.
Observation can also serve as a technique for
verifying of nullifying information provided in
face-to-face encounters.
 TECHNIQUES FOR COLLECTING DATA
THROUGH OBSERVATION

1. Written descriptions

2. Video recording
3. Photographs and artefacts
4. Documentation
 WRITTEN DESCRIPTIONS

a. The researcher makes written descriptions

of the people, situations or environment.
b. Limitations include:
➢ Researcher might miss out on an
observation as they are taking notes.
➢ The researcher may be focused on a
particular event or situation.
➢ There is room for subjective interpretation
of what is happening.
 VIDEO RECORDING

a. Allows the researcher to also record notes.

b. Limitations may include people acting
unnaturally towards the camera or others
avoiding the camera.
c. The camera may not always see everything.
 PHOTOGRAPHS AND ARTEFACTS

a. Useful when there is a need to collect

observable information or phenomena such as
buildings, neighborhoods, dress and
appearance.
b. Artefacts include objects of significance
like memorabilia, instruments, tools,etc.
 DOCUMENTATION

Any and all kinds of documentation may be

used to provide information like a local paper,
information on a notice board, administrative
policies and procedures, etc. previous
research, even
 DATA COLLECTION PROCEDURE

The process of data collection follows the

identification of the sample.
Direct data include recordable spoken or
written words and observable body language,
actions and interactions.
Indirect data are generated, in the first
instance, by someone or something else, such
as with documents or photographs reporting
an event or an artistic rendition of an event or
experience (e.g. novels, songs, paintings,
poems, photographs).
GOOD QUALIT Y QUALITATIVE RESEARCH

❖ thought
❖ preparation
❖ the development of the interview
schedule
❖ conducting and analyzing the
interview data with care and
consideration