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    CH08

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    Dessyta miranda S
    The document discusses different methods for collecting data including primary and secondary data sources. It also discusses personal interviews, telephone interviews, self-administered surveys, and structured observations as data collection methods. It provides the advantages and disadvantages of each method.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    CH08

    Uploaded by

    Dessyta miranda S
    14 views14 pages
    The document discusses different methods for collecting data including primary and secondary data sources. It also discusses personal interviews, telephone interviews, self-administered surveys, and structured observations as data collection methods. It provides the advantages and disadvantages of each method.

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    © © All Rights Reserved

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    The document discusses different methods for collecting data including primary and secondary data sources. It also discusses personal interviews, telephone interviews, self-administered surveys, and structured observations as data collection methods. It provides the advantages and disadvantages of each method.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    14 views14 pages

    CH08

    Uploaded by

    Dessyta miranda S
    The document discusses different methods for collecting data including primary and secondary data sources. It also discusses personal interviews, telephone interviews, self-administered surveys, and structured observations as data collection methods. It provides the advantages and disadvantages of each method.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Chapter 8

    Data Collection Methods

    © 2009 John Wiley & Sons Ltd. 1


    www.wileyeurope.com/college/sekaran
    Sources of Data
     Primary data: information obtained firsthand by the researcher on
    the variables of interest for the specific purpose of the study.

     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.

    © 2009 John Wiley & Sons Ltd. 2


    www.wileyeurope.com/college/sekaran
    Personal Interview
     Advantages
    – Can clarify doubts about questionnaire
    – Can pick up non-verbal cues
    – Relatively high response/cooperation
    – 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

    © 2009 John Wiley & Sons Ltd. 3


    www.wileyeurope.com/college/sekaran
    Telephone Interview
     Advantages
    – Discomfort of face to face is avoided
    – Faster / Number of calls per day could be high
    – Lower cost

     Disadvantages
    – Interview length must be limited
    – Low response rate
    – No facial expressions

    © 2009 John Wiley & Sons Ltd. 4


    www.wileyeurope.com/college/sekaran
    Self-administered
     Advantages
    – Lowest cost option
    – Expanded geographical coverage
    – Requires minimal staff
    – Perceived as more anonymous

     Disadvantages
    – Low response rate in some modes
    – No interviewer intervention possible for clarification
    – Cannot be too long or complex
    – Incomplete surveys

    © 2009 John Wiley & Sons Ltd. 5


    www.wileyeurope.com/college/sekaran
    Principles of Questionnaire Design.

    © 2009 John Wiley & Sons Ltd. 6


    www.wileyeurope.com/college/sekaran
    Questionnaire Design
     Definition
    A questionnaire is a pre-formulated, written set of questions to which
    the respondent records his answers

     Steps
    1. Determine the content of the questionnaire
    2. Determine the form of response
    3. Determine the wording of the questions
    4. Determine the question sequence
    5. Write cover letter

    © 2009 John Wiley & Sons Ltd. 7


    www.wileyeurope.com/college/sekaran
    1. Questionnaire content
     Framework
    Need information for all constructs in framework

     Measurement: Operationalizing
    – Objective construct:
    • 1 element/items
    => 1 question
    – Subjective construct:
    • multiple elements/items
    => multiple questions

    © 2009 John Wiley & Sons Ltd. 8


    www.wileyeurope.com/college/sekaran
    2. Response format
     Closed vs. Open-ended questions
    – Closed questions
    • Helps respondents to make quick decisions
    • Helps researchers to code
    – Open-ended question
    • First: unbiased point of view
    • Final: additional insights
    • Complementary to closed question: for interpretation purpose

     Cfr. Measurement: Response scales

    © 2009 John Wiley & Sons Ltd. 9


    www.wileyeurope.com/college/sekaran
    3. Question Wording
     Avoid double-barreled questions

     Avoid ambiguous questions and words

     Use of ordinary words

     Avoid leading or biasing questions

     Social desirability

     Avoid recall depended questions

    © 2009 John Wiley & Sons Ltd. 10


    www.wileyeurope.com/college/sekaran
    Question Wording

     Use positive and negative statements


    – Dresdner delivers high quality banking service
    Dresdner has poor customer operational support
    – Avoid double negatives

     Limit the length of the questions


    Rules of thumb:
    – < 20 words
    – < one full line in print

    © 2009 John Wiley & Sons Ltd. 11


    www.wileyeurope.com/college/sekaran
    4. Question Sequence

    Personal and sensitive data at the end


    © 2009 John Wiley & Sons Ltd. 12
    www.wileyeurope.com/college/sekaran
    5. Cover Letter
     The cover letter is the introductory page of the
    questionnaire

     It includes:
    – Identification of the researcher
    – Motivation for respondents to fill it in
    – Confidentiality
    – Thanking of the respondent

    © 2009 John Wiley & Sons Ltd. 13


    www.wileyeurope.com/college/sekaran
    Structured Observations
     Recording prespecified behavioral patterns of people,
    objects and events in a systematic manner.

     Quantitative in nature

     Different types
    – Personal observation
    (e.g., mystery shopper, pantry audit)
    – Electronic observation
    (e.g., scanner data, people meter, eye tracking)

    © 2009 John Wiley & Sons Ltd. 14


    www.wileyeurope.com/college/sekaran

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