This document discusses various methods of data collection that researchers use in studies, including observation, interviews, questionnaires, and archival data. It provides details on the different types of observation (controlled, participant), interviews (structured, semi-structured, unstructured), and considerations for each method. The document also outlines questionnaires as a method and considerations like response rates. Overall, the document serves as an overview of common data collection methods, their uses, and factors to consider like reliability, validity, and biases.

1. Methods of Data
Collection
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2. What are methods of data
collections
Regardless of the method of research, data collection will be necessary. The method of data
collection selected will primarily depend on the type of information the researcher needs for
their study; however, other factors, such as time, resources, and even ethical considerations can
influence the selection of a data collection method. All of these factors need to be considered
when selecting a data collection method because each method has unique strengths and
weaknesses. We will discuss the uses and assessment of the most common data collection
methods: observation, surveys, archival data, and tests.

3. Observatio
n
• The observation method is the most commonly used method specially in studies relating to
behavioural sciences. . In a way we all observe things around us, but this sort of observation is
not scientific observation. Observation becomes a scientific tool and the method of data
collection for the researcher, when it serves a formulated research purpose, is systematically
planned and recorded and is subjected to checks and controls on validity and reliability
• The main advantage of this method is that subjective bias is eliminated, if observation is done
accurately. Secondly, the information obtained under this method relates to what is currently
happening; it is not complicated by either the past behaviour or future intentions or attitudes.
Thirdly, this method is independent of respondents’ willingness to respond and as such is
relatively less demanding of active cooperation on the part of respondents as happens to be the
case in the interview or the questionnaire method. This method is particularly suitable in studies
which deal with subjects (i.e., respondents) who are not capable of giving verbal reports of their
feelings for one reason or the other
• However, observation method has various limitations. Firstly, it is an expensive method.
Secondly, the information provided by this method is very limited. Thirdly, sometimes unforeseen
factors may interfere with the observational task. At times, the fact that some people are
rarely accessible to direct observation creates obstacle for this method to collect data effectively.

4. Observatio
n Controlled observation
• Controlled observations are typically a structured observation that takes place in a psych lab. The researcher has a question in
mind and controls many of the variables, including participants, observation location, time of the study, circumstances
surrounding the research, and more.
• During this type of study, the researcher will often create codes that represent different types of behaviors. That way,
instead of writing a detailed report, they can classify behavior into different categories and analyze the data with more ease.
Advantages and limitations of controlled observation
• The advantages of controlled observation include:
 You can make an observation schedule for your sampling, and have other market researchers use the same codes if they
replicate the study. This helps test for reliability.
 The coded data is easy to analyze and quantify.
 Controlled studies aren’t as time-consuming.

5. Observatio
n
Participant observation
• The last type of observation method is participant observation. This is a type of
naturalistic observation in the fact that market researchers will observe participants in
their natural habitat. The difference is market researchers will insert themselves into the
environment.
Some advantages of this type of observation include:
 You can control some of the variables by being part of the natural environment.
 You can still observe participants in their natural habitat, even if they know you are part
of the study.
 You can avoid incorrect self-reported data through this method of observation as well.

6. Interview

7. Intervie
w
An interview is a qualitative research method that relies on asking questions in order to collect
data. Interviews involve two or more people, one of whom is the interviewer asking the
questions.There are several types of interviews, often differentiated by their level of structure.
Structured interviews have predetermined questions asked in a predetermined order.
Unstructured interviews are more free-flowing.
Semi-structured interviews fall in between.

8. Interview
Structured interviews have predetermined questions in a set order. They are
often closed-ended, featuring dichotomous (yes/no) or multiple-choice questions.
Asking set questions in a set order can help you see patterns among responses,
and it allows you to easily compare responses between participants while keeping
other factors constant.
This can mitigate research biases and lead to higher reliability and validity.
However, structured interviews can be overly formal, as well as limited in scope
and flexibility.

9. Interview
Semi-structured interviews are a blend of structured and unstructured
interviews. While the interviewer has a general plan for what they want to ask,
the questions do not have to follow a particular phrasing or order.
Semi-structured interviews are often open-ended, allowing for flexibility, but
follow a predetermined thematic framework, giving a sense of order.
However, if the questions differ substantially between participants, it can be
challenging to look for patterns, lessening the generalizability and validity of
your results.

10. Interview
An unstructured interview is the most flexible type of interview. The questions
and the order in which they are asked are not set. Instead, the interview can
proceed more spontaneously, based on the participant’s previous answers.
Unstructured interviews are by definition open-ended. This flexibility can help
you gather detailed information on your topic, while still allowing you to
observe patterns between participants.
However, so much flexibility means that they can be very challenging to conduct
properly. You must be very careful not to ask leading questions, as biased
responses can lead to lower reliability or even invalidate your research.

11. COLLECTION OF DATA THROUGH
QUESTIONNAIRES
In this method a questionnaire is sent (by post or other electronic channel) to the
persons concerned with a request to answer the questions and return the questionnaire.
A questionnaire consists of a number of questions printed or typed in a definite order.
respondents are expected to read and understand the questions and write down the
reply in the space meant for the purpose in the questionnaire itself.
The method of collecting data by mailing the questionnaires to respondents is most
extensively employed in various economic and business surveys. The merits claimed on
behalf of this method are
1.There is low cost even when the universe is large and is widely spread geographically
2.It is free from the bias of the interviewer; answers are in respondents’ own words.
3. Respondents have adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.

12. COLLECTION OF DATA THROUGH
QUESTIONNAIRES
The main demerits of this system can also be listed here:
1. Low rate of return of the duly filled in questionnaires; bias due to no-
response is often indeterminate.
2. It can be used only when respondents are educated and cooperating.
3. The control over questionnaire may be lost once it is sent.
4. There is inbuilt inflexibility because of the difficulty of amending the
approach once questionnaires have been despatched.
5.It is difficult to know whether willing respondents are truly representative

13. Schedule as a Data Collection
Technique
Schedule is the tool or instrument used to collect data from the respondents
while interview is conducted. Schedule contains questions, statements (on which
opinions are elicited) and blank spaces/tables for filling up the respondents. The features
of schedules are :
 The schedule is presented by the interviewer. The questions are asked and the
answers are noted down by him.
 The list of questions is a more formal document, it need not be attractive.
 The schedule can be used in a very narrow sphere of social research.

14. Schedule as a Data Collection
Technique
The main purposes of schedule are
1. To provide a standardized tool for observation or interview in order to attain
objectivity,
2. To act as memory tickler i.e., the schedule keeps the memory of the interviewer/
observer refreshed and keeps him reminded of the different aspects that are to be
particularly observed, and
3. To facilitate the work of tabulation and analysis.

15. SOME OTHER METHODS OF DATA
COLLECTION
• Warranty cards
• Distributor or store audits:
• Pantry audits
• Consumer panels:
• Use of mechanical devices:
• Projective techniques (or what are sometimes called as indirect interviewing
techniques)
• Case study

16. BILBOGRAP
Y
• [C.R._Kothari]_Research_Methodology__Methods_and_T
• INTRODUCTION_TO_RESEARCH_
• IGNOU_BA_PSYCHOLOGY_STUDYMATERIAL_
• www.scribbr.com/methodology/interviews-research.
• www.mbaknol.com/research-methodology/
• APA

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