Any research is only as good as the data that drives it, so choosing the right technique of data collection can make all the difference. In this presentation, we will look at four different data collection techniques – Observation, Questionnaire, Survey Interview and Focus Group Session – and evaluate their suitability under different circumstances.

1. 4 DATA COLLECTION
TECHNIQUES
WHICH ONE’S RIGHT FOR YOU?

2. OBSERVATION
A very quick and effective
way of collecting data
with minimal intrusion.
1

3. ADVANTAGES
You don't have to worry about
non-responsive survey subjects
If the observation is simple it
doesn’t require training for the
survey workforce.
Time and resources required are
minimal for simple observations.
DISADVANTAGES
Complex observations
require complex training
and are more prone to bias.
Analysis may rely heavily on
experts who must know what to
observe and how to interpret.
No direct interaction with
the subjects might result in
information loss.

4. USE-CASE
Making direct observations can
be a good way of collecting
simple information about
mechanical, orderly tasks -
like checking the number of
manual interventions required
in a day to keep an assembly
line functioning smoothly.

5. QUESTIONNAIRES
Consists of a series of
questions for gathering
information from
respondents.
2

6. ADVANTAGES
Carefully structure and
formulate the data collection
plan with precision.
Respondents can take these
questionnaires at a convenient
time at their own pace.
The questionnaire can reach
every corner of the globe if the
medium allows for it.
DISADVANTAGES
Passive questionnaires can miss
out on finer nuances and leave
responses open to interpretation.
Very little can be done to
encourage the respondents and
hence response rates can be low.

7. USE-CASE
Use questionnaires when the
sample subjects are relatively well-
versed with the ideas being
discussed and comfortable with
making the right responses
without assistance.
A survey about newspaper reading
habits, for example, would be
perfect for this mode.

8. INTERVIEWS
Help you build a deeper
understanding of the
thinking behind the
respondents’ answers.
3

9. ADVANTAGES
Help the researchers uncover
insights & information that they
may have missed otherwise.
An interviewer can give the
respondents comfort while
answering the questionnaire.
The physical presence of a well-
trained interviewer can improve
the response rate.
DISADVANTAGES
Reaching out to all
respondents is a massive,
time-consuming exercise.
Due to many resource
requirements, costs can also tend
be high.
To ensure effectiveness, the
interviewers must be well-
trained in skills and subject.

10. USE-CASE
Interviews are the most suitable
technique for surveys that touch
upon complex issues like
healthcare and family welfare.
The presence of an interviewer to
help respondents interpret and
understand the questions can be
critical to the success of the
survey.

11. FOCUS GROUP
DISCUSSIONS
Group sessions for a
moderated discussion
on a subject.
4

12. ADVANTAGES
The presence of several relevant
people in a group can lead to
healthy discussions.
Any inaccurate response will
most likely be countered by other
members of the focus group.
Researchers can view both sides
of the coin and build a balanced
perspective on the matter.
DISADVANTAGES
Finding and coordinating
with relevant people can be
a difficult task.
Excessively loud members in the
focus group can subdue the
opinions of those less vocal.
The members can often fall prey
to group-think if one of them
turns out to be influential.

13. USE-CASE
Focus Group Sessions with
the lecturers of a university
can be a good way of
collecting information on
ways in which our education
system can be made more
research-driven.

14. Keeping these factors in mind will go a long
way toward helping you choose between the
4 data collection techniques.

15. TECHNOLOGY
The recent evolution of
technology has given
researchers powerful tools
like mobile data collection,
IVR, etc.. that dramatically
transformed the ways that
researchers interface with
their subjects.

16. More about data collection tools
Want to learn more about new data
collection tools? Click the link below: