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Data collection methods
This document discusses various primary data collection methods, focusing on questioning and observation approaches. It covers topics such as: - The two broad approaches of questioning and observation, noting respondents play an active role in questioning while being passive in observation. - Types of observational techniques including natural vs contrived, disguised vs non-disguised, and human vs mechanical observation. - Details on questionnaire formats, administration methods, and structured vs non-structured questioning. - Advantages and limitations of different primary data collection methods in terms of versatility, time/cost, data accuracy, and respondent convenience.
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Data collection methods
- 1. . PrimaryData CollectionMethods Primary Data Data collected specifically for a research project Collect when secondary data are o Unavailable o Inappropriate can be collected through a number of different methods sometimes more than one method can apply to a single problem Two Broad Approaches Same basic data collection methods can be used under each. o Although the formality or flexibility of the data collection process varies o Nature of the sample varies o Conditions under which data are collected vary Questioning Approach Observation Approach Respondents play an active role Interview or a formal questionnaire Question design Can use either for exploratory, descriptive, or experimental Not all questioning or interviewing situations use formal questionnaires Questionnaire is a tool that is used in many, but not all, research projects Passive In-person or mechanical devices Time consuming Can use either for exploratory, descriptive, or experimental Observational Approaches
- 2. example: Johnson Controls Covertobservational research Researchers do not identify themselves. Either they o mix in with the subjects undetected o Observe from a distance. The advantages of this approach are: o It is not necessary to get the subjects’ cooperation o Subjects’ behavior will not be contaminated by the presence of the researcher. Some researchers have ethical misgivings with this approach Overt observational research Researchers identify themselves as researchers Researchers explain the purpose of their observations. Subjects tend to modify their behavior when they know they are being watched. They portray their “ideal self” rather than their true self Researcher Participation The researcher participates in what they are observing They get a finer appreciation of the phenomena. Researchers that participate tend to lose their objectivity. II. Questioning Versus Observation Not interchangeable Each has certain unique capabilities. Advantages may not hold true in every situation calling for primary-data collection. Neither approach is likely to always be better than the other along each of the following dimensions. A.Versatility B.Time and Cost
- 3. Observation Observation limited tocollecting data about visible characteristics or variables may be inconclusive How does a customer feel? Can involve large amount of inactivity Questioning Questioning may not be possible. Difficult to get answers from children very versatile in the types of data it generates. Usually less expensive Usually less time consuming A variety of avenues are available Can search for the most rich data source More flexibility in the collection process. C.Data Accuracy D. Respondent Convenience Questioning Questioning Unable to recall reaction/purchase– Chrysler Minivan Unwilling or unable to reveal the truth Erroneous answers Survey research did not support the introduction of minivan Answers specific questions Inaccurate Participation problems Observing Observing Observation is more accurate for behavior Lack of interaction minimizes data distortion Pre-release observation of “Junior”(movie) showed support, but the movie was a box office failure Respondents do not participate Inability to account for all variables Waiting for events to take place
- 4. Subjectivity of questioner Carelessnessof an observer. Respondents' inability or unwillingness to provide accurate data Example BenettonIII.Questionnaire Format Format is a function of o The level of structure desired
- 5. o The degreeof disguise desired during data collection. Structured Question Nanostructured question presented verbatim to every respondent fixed response categories. Not necessarily presented in exactly the same wording to every respondent Does not have fixed responses. No disguised Question Disguised Question Direct question Purpose is obvious to respondents. Indirect question whose True purpose is not obvious to respondents Used to examine issues for which direct questions may not elicit truthful answers Types of Questionnaires Structured - Non Disguised Non - Structured - Non Disguised Clear and direct Appropriate for large samples and descriptive research Flexible and direct Appropriate when looking for in depth answers and exploratory research Structured - Disguised Non - Structured - Disguised Clear and investigative Used to uncover people’s attitudes towards sensitive issues Flexible and investigative Appropriate in motivation research
- 6. IV.Questionnaire Administration Methods A.Personal Interview Method B.Telephone Surveys Face-to-face between interviewers and respondents. Traditionally door to door or in-home. Very flexible Greatest variety of data. Declined due to difficulties o Finding adults at home o Getting cooperation if they are home. o Time consuming set up Mall intercept interviews o conducted in shopping centers or malls o Most common personal Involve only voice contact between interviewers and respondents. The most common method for reaching customers without an Internet connection. Central locations with WATS (Wide Area Telephone Service) are used
- 7. interviews More common inthe (B2B) environment. C.Mail Surveys D.Web-based Surveys No interviewers Survey is sent to the respondent through the mail. Popular for reaching a well-targeted customer base. No interviewers Survey is conducted over the web. Often supplement other methods of collecting data. Quick feedback Technological advances are improving the versatility of web-based surveys. Ranking the methods Each method has advantages and limitations Advantages and Limitations vary with the specifics of the situation. Criteria 1 2 3 4 Best Worst Versatility Number of Questions Personal Mail Web Phone Amount/variety of information Personal Phone Web Mail Presentation Stimuli Personal Web Phone Mail Time Web Phone Personal Mail Cost Web Mail Phone Personal Accuracy Sampling Control Personal Phone Mail Web
- 8. Supervisory Control WebMail Phone Personal Opportunity for Clarification Personal Phone Web Mail Respondent Convenience Web Mail Phone Personal V .Types of Observation Techniques A. Natural versus Contrived Observation Natural Observation Reactions and behavior observed as they occur naturally in real-life situations A wide variety of companies are sending researchers to the field to observe consumers in their natural environment. Natural observation (ethnographic research) is more suited than traditional qualitative research for studying non-Western cultures. Contrived Observation Contrived setting Environment artificially set up by the researcher. Researchers are increasingly relying on computers to conduct simulated market testing. Offers a greater degree of control o Speedy o Efficient o Less expensive Would this data have resulted from a real-life setting?? Disguised versus No disguised Observation Disguised Observation Respondents are unaware they are being observed Respondents do change their behavior as a function of the observational technique. Allows for monitoring of the true reactions of individuals. Unethical if disguised observation monitors o Normally private behaviors
- 9. o Behaviors thatmay not be voluntarily revealed to researchers. Mystery shopping o popular disguised observational technique o Mystery shopper Unknown to the retail establishment Visits the store Uses a structured script Observes and records the shopping experience. No disguised observation Data may be contaminated by respondent-induced errors. Data gathered through using disguised observation might not be as rich as those from non-disguised observation. C.Human versus Mechanical Observation Human observation people taking observations observing products in use to detect usage patterns and problems observing license plates in store parking lots determining the socio-economic status of shoppers determining the level of package scrutiny determining the time it takes to make a purchase decision Eye-Tracking Tacks eye movements o Measures which sections Attract customers' attention how much time they spend looking at those sections Used for o ads o product packaging
- 10. o promotional displays owebsites o Oculometers - what the subject is looking at Pupil meters - how interested is the viewer Response Latency The speed with which a respondent provides an answer Measured to determine the ad effectiveness on brand preferences. Assumes that a quick expression of brand preference indicates a stronger preference. Voice Pitch Analysis (VOPAN) - Used to determine o how strongly a respondent feels about an answer o how much emotional commitment is attached to an answer. Variations from normal voice pitch is considered a measure of emotional commitment to the question's answer. People Meter Electronic device to monitor television viewing behavior o who is watching o what shows are being watched. used by AC Nielsen Company Psych galvanometer measures galvanic skin response D.Web-Based Observational Techniques HTTP cookie Well-known mechanism for storing information about Internet users on their own computers Often stores identification for subsequent recognition of a Website visitor. Cookies and their use generally does not hide from users Considered ethical if the user gives permission Spyware Computer software that gathers and reports information about a computer user without the user's knowledge or consent.
- 11. Considered unethical E.Direct versusIndirect Observation Direct observation Captures actual behavior or phenomenon of interest Indirect observation Consists of examining the results or consequences of the phenomenon. can give only relatively crude or imprecise indications of a phenomenon More efficient use of time More efficient fund usage May be the only way to get data from situations impractical to observe directly. F.Structured versus Nonstructured Observation Structured observation Study's data requirements are o well established and o can be broken into a set of discrete, clearly defined categories Generally easier to record and analyze Limited in the depth and richness of data. More suitable for conclusive research projects Non-structured observation Study's data requirements o Not well established o cannot be broken into a set of discrete, clearly defined categories More suitable for exploratory research projects. G Other Types of Observational Techniques Audits retail audits to determine the quality of service in stores inventory audits to determine product acceptance shelf space audits Trace Analysis
- 12. credit card records computercookie records garbology - looking for traces of purchase patterns in garbage detecting store traffic patterns by observing the wear in the floor (long term) or the dirt on the floor (short term) exposure to advertisements Content Analysis observe either articles, programs, or advertising content of o magazines o television broadcasts o radio broadcasts o newspapers Web Links Gallop Leading research organization Harris Interactive Leading research organization Netratings.com rates websites Doubleclick.com check out the privacy statements