This document discusses various tools and methods for collecting data in research. It describes traditional tools like interviews and surveys, as well as modern online tools. It also covers sampling methods, types of questions, and sensory analysis methods like preference testing and hedonic scales that are commonly used to evaluate consumer preferences for foods.

1. DATA
GATHERING
TOOLS
HARRIETTE G. SANTOS, MBA
FACULTY MEMBER, DoE

2. Data collection refers to the procedure of
collecting, measuring and analyzing
accurate insights for research using
standard validated technique
Researchers can evaluate their
hypothesis on the basis of collected data

3. In most cases, data collection is the
primary and most important step to
research, irrespective of the field of
research
The approach of data collection varies
depending on different fields of study,
depending on the required information

4. A research instrument is a
tool used to collect, measure
and analyze data related to
your research interests

5. TRADITIONAL
In-person interviews
Mail surveys- via
courier
Phone surveys
MODERN/NON-
TRADITIONAL
Web/Online Surveys
and Online
Interview

6. 1. INTERVIEWS
interview is a data gathering technique that makes you
verbally ask the subjects or respondents questions to give
answers to what your research study is trying to look for. Done
mostly in qualitative research studies, interview aims at
knowing what the respondents think and feel about the topic of
your research.
All in all, be it a traditional or a modern type of interview, “it is
a conversation with a purpose” that gives direction to the
question-answer activity between the interviewer and the
interviewee. (Babbie 2014, 137; Rubin 2011

8. 1. STRUCTURED- questioning follows a
particular sequence, has well-defined
content
2. UNSTRUCTURED- free-wheeling exchange
of ideas, in the form of normal conversation
3. SEMI-STRUCTURED- has set of questions
prepared and additional probes in a closed
or open ended manner

9. Analyzing secondary data from sources or
documents
Example: data on the number of
unemployment rate in La Trinidad, Benguet
Example: data on the number of Food Trucks
in Baguio City

10. Watching what people do.
A type of correlational (non-experimental) method
where researchers observe ongoing behavior.
The researcher participates actively in the conduct of
the research
Observation Guide/observation checklist
(instrument)
This method can gather information like person’s
characteristics/conditions, verbal or non-verbal
communications, activities, environmental conditions

11. 1. STRUCTURED- uses a checklist as a data
collection. Checklist as a data collection
tool. Specifies expected behaviors of interest
and the researcher records the frequency
occurrences of the behavior.
2. UNSTRUCTURED- observes things as they
happen. The researcher conducts
observation without any preconceived ideas
about what will be observed.

12. The most commonly used
instrument in research
A list of questions about a
research topic

13. Less expensive
Yields more honest responses
Guarantees confidentiality
Minimizes biases

14. 1. STRUCTURES- provides possible
answers/with choices.
2. UNSTRUCTURED- does not provide
options or choices

15. The related literature and studies must have
sufficient information and data to enable the
researcher to thoroughly understand the variables
being investigated in the study.
Indicators for the specific variable must refer to the
descriptive information gathered from different
sources
This indicators are used to make sure that the
contents of your questionnaire is valid

16. 1.Yes or No Type
2.Recognition Type
3.Completion Type
4.Coding Type
5.Subjective Type

17. Items
answerable by
YES or NO

18. Choices or alternative
responses are provided
Contains close-ended
questions

19. Respondents fill in
the blanks with
necessary
information
Contains open-
ended questions

20. Numbers are
assigned to
names, choices,
etc.
Application of
statistical
formula is
necessary

21. Respondents are
free to give their
answers/opinions
on issue or topic
of concern

22. The use of two or
more types of
questions

23. SAMPLE- sub
set of a
population to
represent the
whole
population

24. 1. PROBABILITY SAMPLING- every
member of the population has a known
and equal chance of being selected.
2. NON-PROBABILITY SAMPLING-
likelihood of being selected as member of
the population is unknown

25. 1. RANDOM SAMPLING-
each individua is
chosen entirely by
chance but each
member of the
population has an equal
chance of being
included in the sample

26. Division of population into smaller sub-groups
known as strata

29. 1. HAPHAZARD OR CONVENIENCE
SAMPLING- elements that are most
accessible or easier to contact
Usually friends, acquaintances,
volunteers and subjects who are willing and
available during the conduct of the study.

31. The researcher chooses a sample that agrees with his/her
subjective judgment of a representative sample.
Relies mainly on the researcher’s expertise in identifying
the criteria of a representative sample.

32. The researcher sets a quota or
number of sampling units to be
included in each grouping but uses
convenience sampling to select the
units within the grouping

33. Group of people selected to distinguish
and evaluate all aspects or qualities of
food products
Sensory panel types: Trained and
Untrained

35. This refers to a scientific method used
to evoke, measure, analyze and
interpret responses to products
perceived through the senses of sight,
smell, touch, taste and hearing (Stone
& Sidel, 2002; Prell, 1976)

36. 1. Consumer-oriented Tests.
Utilizes untrained sensory
panel
2. Product-oriented Tests.
Utilizes trained sensory panels

37. 1. PREFERENCE TEST. Allow consumers express
choice between samples.
It measures the appeal of one product when
compared against others (Colwill, 1987; Watta,
1989)
It is useful when one product is compared
directly against another, as in product
improvement or against competing products.

38. HEDONIC TEST
FOOD ACTION
RATING SCALE
(FACT)

39. Directly measures the degree of
liking and acceptability of
products.
Includes 5, 7, 9-point scale and 9-
point facial scale for children.

42. Hedonic scales are well tried and tested in
consumer research for capturing liking data
(Stone and Siddel, 1985).
A version regularly used with consumers in
preference mapping studies to capture liking
scores.

43. Measures acceptance of a product by
a population
Measure of general attitude of a
population toward a product

45. DATA GATHERING TOOL: Questionnaires
TYPE OF QUESTIONS: Combination (yes or no,
subjective, coding)
SAMPLING DESIGN: Probability- Convenience
Sampling: Quota Sampling
SENSORY PANELS: Untrained, 50 panelists
CONSUMER ORIENTED TEST: Acceptance test
HEDONIC TEST: 9 point