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Research Methodology Unit 3 Notes

The document discusses primary and secondary data sources. Primary data is collected directly by researchers, while secondary data already exists and was collected by others. The rest of the document covers observation methods, including participant observation, non-participant observation, and structured, semi-structured, and unstructured observation. Interviews and focus groups are also discussed as qualitative data collection methods. Focus groups involve group discussion while interviews can be one-on-one, group-based, over the phone, online, or use photo elicitation. Rigor in observation and evaluating different data collection methods are also addressed.

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202 views5 pages

Research Methodology Unit 3 Notes

The document discusses primary and secondary data sources. Primary data is collected directly by researchers, while secondary data already exists and was collected by others. The rest of the document covers observation methods, including participant observation, non-participant observation, and structured, semi-structured, and unstructured observation. Interviews and focus groups are also discussed as qualitative data collection methods. Focus groups involve group discussion while interviews can be one-on-one, group-based, over the phone, online, or use photo elicitation. Rigor in observation and evaluating different data collection methods are also addressed.

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Kris A
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Chapter 9

The use of secondary data is particularly important for researchers who, for one reason or another, are
not able to access primary data.

Types of Data

Primary Data

 Firsthand account of an experience by the person who had the experience


 Direct sources
 Researchers create themselves
 Contribution is going to collect the data

Secondary Data

 Sourced By someone other than yourself


 Already exists, created from and builds on a primary source
 Will most likely use secondary data in this course
 Secondhand account of an experience or phenomenon
 Contribution in secondary data is what you do with it
 Thompson Reuters, Quantec (Macroecon type of stuff), Bloomberg, Equity RT (e.g. to get the
sales of a company), OECD, SARB, IMF

Evaluate the Utility of Data Available

 Establish where the data comes from


 Should be from a reputable source
 Check the date and should be up to date
 Just get it from a database and from a reputable source
 If not the way it is presented should be fair and accurate

Issue of Validity

 Should be valid, credible, reasonable, justifiable


 The validity of data is the extent to which the data measures or represents that purports to
measure

The secondary data must observe proper ethical standards:

i. Source of the data should be properly and fully referenced


ii. Data must not be misused or misrepresented in any way
Chapter 10

Observation

 Observations a systematic process of recording behavioral patterns of people, objects and


occurrences as they happen
 Can be used as a data collection method
 Part of the third of the four frameworks (Methodological)
 Designed to be used to produce both quantitative and qualitative data
 Must be properly designed and there must be a system in place designed to facilitate
methodical collection of data
 It is a field research method undertaken by the researcher

Ethnography

 Involves the researcher going into a culture from within


 Observation Is the traditional data collecting method

Types of observation

i. Participant Observation: the data collection method in which the researcher participates in the
action being observed
ii. Non-Participant Observation (or Observation): a data collection method where the researcher
does not participate in the action that is being observed
iii. Covert Observation: is hidden observation or without the knowledge of those being observed.
Such observations raise ethical issues

Critical Decisions to Be Made in Any Observation Study

i. Deciding what exactly is to be observed


ii. Deciding how to conduct the observation
iii. Deciding how to record the observation

What Can Be Observed


Ways of Observation

i. Mechanical Observation:
 Observation taken using technology e.g. a mobile phone, video cameras and check
ot scanners
 Natural observation is observation in a natural setting
 Contrived observation is when the participants do something like watch a movie and
the researcher observes and records their responses and reactions
ii. Human Observation
iii. Unstructured Observations
 Undertaken when the researcher is unsure precisely about what needs to be
explored or examined
 Used when the researcher wants to perform a general observation
 Sometimes used in the early stages of a research project
 Sometimes an unstructured observation leads to a more structured observation
 The researcher designs a semi-structured or structured observation in order to focus
the observation
iv. Structured Observations
 Carried out when the researcher knows exactly what elements of the phenomenon
should be observed
 A structured observation schedule can look like a questionnaire
 A questionnaire is structured data gathering instrument
 The researcher designs a structured observation schedule
v. Semi Structured Observation
 Carried out when the researcher has a broad idea of what elements of the research
needs to be observed
 Records observations in the semi structured observation schedule

The need for rigor in observation

 Consider the validity, the rigor and how well observation as a means of gathering data fits with
the research project and with the data requirement of the study
 Also be concerned with the aim and objectives of the study
 And whether and to what degree the observation carried out served to accomplish the aim and
objectives of the study

Critique the Use of Observation in Research

 In critiquing the research, the observation data collection method used was the most
appropriate data collection method in terms of the study
 You might suggest that other data collection methods might have served the research better
 You are concerned with the population of the study and whether observation was the best
means of data collection with that population
 You are concerned that the observation was designed to be as thorough, as systematic and as
consistent as possible
i. Even when the data collection method is designed to be unstructured, it should be
systematic
ii. The observation should be clearly and thoroughly organized and that the organization
should be thoroughly detailed, outlined, and explained in the written report of the
research
 The thorough reporting of the way the observation was carried out facilitates in establishing the
validity and the rigour of the observation
 This thorough reporting also allows readers examine the validity and rigour observation

Chapter 11

Interviews and Focus Groups

 Data gathering techniques are part of the methodological framework, the third framework in
the four frameworks approach to the design of the research project
 Focus groups and interviews are mostly used to generate qualitative research
 Quantitative data can be generated when a highly structured interview schedule is used and/or
when many interviews and/or focus groups are carried out
 Group interview is different from a focus group because a group interviews requires questions
while a focus group is a giant discussion where people interact with one another

Interviews

 Interviews and focus groups are data gathering methods


 Interviews are generally used when the researcher can identify key respondents in relation to
the phenomenon under investigation and can engage these respondents in an interview process
 Focus groups are generally used when the researcher wants the participants to focus on a
phenomenon
 Focus groups are used when a group dynamic would be useful to the research agenda and/or to
the participants in the research
 Five types of interviews
i. The One To One Interview
 Researcher interviews participants one at a time
 In great depth and detail
 In this situation there’s potential that the interviewer will influence responses of
the interviewee in some way
 This could lead to an issue of bias in research
ii. The Group Interviews
 Interview conducted with a group of participants]
 Participants might feel intimidated by the group setting
 This might produce data that cannot be gotten in a one on one setting
iii. The Telephone Interviews
 The researcher conducts interview over the phone
 Usually done on a one on one basis
 Researcher can’t observe the interviewee
 Allows for privacy and anonymity
iv. The Online Interview
 Conducted online
 Can be synchronous or asynchronous
 Synchronous interviews are undertaken in real time
 Asynchronous interviews are conducted out of real time
v. Photo Elicitation Interview
 The researcher takes the interviewee
 Through an exploration
 And analysis of a series of photographs

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