This document discusses various methods for collecting and analyzing data, including observation, interviews, and questionnaires. It provides details on: 1. Types of observation like participant observation and non-participant observation. Methods include direct and indirect observation. 2. Types of interviews such as structured, unstructured, and semi-structured. Approaches include individual and group interviews. 3. Types of questionnaires like postal and self-administered questionnaires. The document also outlines advantages and disadvantages of these data collection techniques.

1. DATA COLLECTION
AND ANALYSIS
SURVEY | INTERVIEW | OBSERVATION

2. OBSERVATION
a technique of gathering data whereby you personally watch, interact, or
communicate with the subjects of your research.
Through this data gathering technique, proofs to
support yout claims or conclusions about your topic are
obtained in a natural setting. Observation is the central
method in qualitative types of research, most especially
ethnography, in which you observe the lifestyle of a
cultural group. (Letherby 2013; Snort 2013)

3. TYPES OF
OBSERVATION

4. PARTICIPANT OBSERVATION
The observer, who is the researcher, takes part in the activities of the
individual or group being observed.
To record your findings through this type of observation, use the
diary method or logbook. The first part of the diary is called
descriptive observation. The second part of the diary is called the
narrative account that gives your interpretations or reflections about
everything you observed.

5. NON-PARTICIPATION OR STRUCTURED OBSERVATION
This type of observation completely detaches you from the target of
your observation.
Recording of non-participation observations happens through the
use of a checklist. Others call this checklist as an observation
schedule.

6. METHODS OF
OBSERVATION

7. DIRECT OBSERVATION
This observation method makes you see or listen to everything that
happens in the area of observation. For instance, things happening
in a classroom, court trial, street trafficking, and the like, come
directly to your senses. Remember, however, that to avoid waste of
energy, time, and effort in observing, you have to stick to the
questions that your research aims at answering.

8. INDIRECT OBSERVATION
This method is also called behavior archaeology because, here, you
observe traces of past events to get information or a measure of
behavior, trait, or quality of your subject. Central to this method of
observation are things you listen to through tape recordings and
those you see in pictures, letter, notices, minutes of meetings,
business correspondence, garbage cans, and so on.

9. 1. CONTINUOUS MONITORING (CM)
Here, you observe to evaluate the way people deal with one another. As such,
this is the main data gathering technique used in behavioral psychology, where
people’s worries, anxieties, habits, and problems in shopping malls, play areas,
family homes, or classrooms serve as the focus of studies in this field of discipline.
2. SPOT SAMPLING
This was done first by behavioral psychologist in 1920 with a focus on researching
the extent of children’s nervous habits as they would go through their regular
personality development.
Named also as “scan sampling” or “time sampling”, spot sampling comes in two
types: time allocation (TA) and experience sampling.

10. ADVANTAGES

11. 1. It uses simple data collection technique and data recording
method.
2. It is inclined to realizing its objectives because it just depends on
watching and listening to the subjects without experiencing
worries as to whether or not the people will say yes or no to your
observation activities.
3. It offers fresh and firsthand knowledge that will help you come
out with an easy understanding and deep reflection of the data.
4. It is quite valuable in research studies about organizations that
consider you, the researcher, a part of such entity.

12. DISADVANTAGES

13. 1. It requires a long time for planning.
2. Engrossed in participating in the subjects’ activities, you
may eclipse or neglect the primary role of the research.
3. It is prone to your hearing derogatory statements from
some people in the group that will lead to your biased
stand toward other group members.

14. INTERVIEW
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. It aoms at
knowing what the respondents think and feel about the
topic of your research.

15. TYPES OF
INTERVIEW

16. STRUCTURED INTERVIEW
This is an interview that requires the use of an interview
schedule or a list of questions answerable with one and only
item from a set of alternative responses. Choosing one
answer from the given set of answers, the respondents are
barred from giving answers that reflect their own thinking
or emotions about the topic.

17. UNSTRUCTURED INTERVIEW
The respondents answer the questions based on what they
personally think and feel about it. There are no suggested
answers.

18. SEMI-STRUCTURED INTERVIEW
You prepare a schedule or a list of questions that is accompanied by
a list of expressions from where the respondents can pick out the
correct answer. However, after choosing one from the suggested
answers, the respondents answer another set of questions to make
them explain the reasons behind their choices. Allowing freedom for
you to change the questions and for the respondents to think of
their own answers, this semi-structured interview is a flexible and an
organized type of interview. (Rubin 2012; Bernard 2013)

19. APPROACHES

20. INDIVIDUAL INTERVIEW
Only one respondent is interviewed here. The reason
behind this one-on-one interview is the lack of trust the
interviewees have among themselves.

21. GROUP INTERVIEW
You ask te question not to one person, but to a group of
people at the same time. This approach is often used in the
field of business, specifically in marketing research.
Researchers in this field, whose primary aim in adhering to
this interview approach is to know people’s food
preferences and consumer opinions; they also call this as
focus group interview.

22. MEDIATED INTERVIEW
No face-to-face interview is true for this interview approach because
this takes place through electronic communication devices such as
telephones, mobile phones, email, among others.
Synchronous – you talk with the subjects through the telephone,
mobile phone, or online chat and also find time to see each other.
Asynchronous – only two persons are interviewed at a different time
through the Internet, email, Facebook, Twitter, and other social
network media. (Goodwin 2014; Barbour 2014)

23. STEPS IN
CONDUCTING
AN
INTERVIEW

24. Step #1: Getting to Know Each Other
Step #2: Having an Idea of the Research
Step #3: Starting the Interview
Step #4: Conducting the Interview Proper
Step #5: Putting an End to the Interview
Step #6: Pondering Over Interview Afterthoughts

25. QUESTIONNAIRE
a paper containing a list of questions including the
specific place and space in the paper where you write the
answers to the questions.

26. PURPOSES OF
A
QUESTIONNAIRE

27. • To discover people’s thoughts and feelings about the topic of the
researcher.
• To assist you in conducting an effective face-to-face interview with
your respondents.
• To help you plan how to obtain and record the answers to your
questions.
• To make the analysis, recording, and coding of data easier and
faster.

28. TYPES OF
QUESTIONNAIRE

29. POSTAL QUESTIONNAIRE
This type of questionnaire goes to the respondent through
postal service or electronic mail. It is through the mail or
postal system that the accomplished questionnaires will be
sent back to the researchers.

30. SELF-ADMINISTERED QUESTIONNAIRE
This kind of questionnaire makes you act as the interview
and the interviewee at the same time. First, you ask the
questions either in person or through phone; then, you will
be writing the interviewee’s answers on a piece of paper.
(Barbour 2014)

31. ADVANTAGES

32. 1. It is cheap as it does not require you to travel to hand the
questionnaires to a big number of respondents in faraway places.
2. It entails an easy distribution to respondents.
3. It offers more opportunity for the respondents to ponder on their
responses.
4. It enables easy comparison of answers because of a certain degree of
uniformity among the questions.
5. It has the capacity to elicit spontaneous or genuine answers from the
respondents.

33. DISADVANTAGES

34. 1. There is a possibility that some questions you distributed do not
go back to you, and this prevents you from getting the desired
rate of response.
2. Confusing and uninteresting questions to respondents fail to
elicit the desired responses.
3. Owing to individual differences between the selected subjects
and those in the population, in general, the questionnaire is hard
up to obtaining unbiased results to represent the characteristics
of the target population.
4. It prevents you from being with the respondents physically to
help them unlock some difficulties in their understanding of the
questions.

35. APPLICATION OF CREATIVE
DESIGN PRINCIPLES FOR
EXECUTION

36. • Similarity/Contrast
• Symmetry/Balance
• Perspective
• Emphasis