Methods of Data Collection-

Observation, Interview & Focus

Group Discussion

Dr. M. Vijay Kumar Sharma,

Associate Professor,
Department of Social Work,
Mahatma Gandhi Central University,
Motihari, Bihar– 848401.
 SWRK5001
Unit-IV,
Data Collection, Data Analysis &
Report Writing

Topic- Methods of Data Collection-

Observation, Interview & Focus Group
Discussion
 Contents
• Introduction of Data
• Purpose of Data Collection
• Methods of Data Collection
• Types of Data
• Observation
• Interview
• Focus Group Discussion
• Differences between Primary &
Secondary Data
 Introduction
•Data can be defined as the quantitative or qualitative values of a
variable.

•Data is plural of datum which literally means to give or

something given.

•Data is thought to be the lowest unit of information from which

other measurements and analysis can be done.

•Data can be numbers, images, words, figures, facts or ideas.

• Data in itself cannot be understood and to get information from

the data one must interpret it into meaningful information.

•Data is one of the most important and vital aspect of any research
studies. Contd…
Contd…
• Data collection is a term used to describe a process of
preparing and collecting data.
• Systematic gathering of data for a particular purpose from
various sources, that has been systematically observed,
recorded, organized.

• Data are the basic inputs to any decision making process.

Purpose of Data Collection

❖ To obtain information
❖ To keep on record
❖ To make decisions about important issues
❖ To pass information on to others
 Factors to be Considered Before Collection of Data (plan)
o Objectives and scope of the enquiry (research question).
o Sources of information (type, accessibility).
o Quantitative expression(measurement/scale).
o Techniques of data collection.
o Unit of collection.
 Methods of Data Collection
Data
Collection

Primary Secondary
Source Source

Observation Interviewing Questionnaire 1. Publication of State and central

Government Documents
2. Publications of International Bodies
3. Technical and Trade Journals
Mailed
Participant Structured 4. Books, Magazines and Newspapers
Questionnaire
5. Reports/Publications of various
organizations (banks, stock exchanges,
Non- Collective business houses, etc)
Unstructured
participant Questionnaire 6. Reports – by scholars, Universities,
etc
7. Public records, Historical
Documents, etc
 Primary Data

•Primary data are original observations collected by the

researcher or by his agent for the first time for any
investigation and it is collection of data from first hand
information.

•This type of primary data is mostly pure and original data.

•The primary data is the one type of important data it is useful

for current studies as well as for future studies
 Observation Method
Observation becomes a scientific tool and the method of data
collection, when it serves a formulated research purpose, is
systematically planned and recorded and is subjected to
checks and controls on validity and reliability.
Participant Observation – when the observation is
characterized by a careful definition of the units to be
observed, the style of recording the observed information,
standardized conditions of observation and the selection of
pertinent data of observation. The respondents role is very
important.

Non-participant Observation – when it takes place without

the above characteristics.
 Interviewing Method
The Interview Method of collecting data involves
presentation of oral-verbal stimuli and reply in terms of oral
– verbal responses. It requires the interviewer asking
questions in a face-to-face contact with the person.

Structured Interview - the use of a set of predetermined

questions and highly standardized techniques of recording.

Unstructured Interview - It do not follow a system of pre-

determined questions and standardized techniques of
recording information and it fully based on flexibility and
requirements.
Contd…
Clinical Interview - is concerned with broad underlying
feelings or motivations or with the course of an
individual’s life experience.

Non-directive Interview - the interviewer's function is

simply to encourage the respondent to talk about the topic
with a bare minimum of direct questioning.

Focused Interview - The main task is to confine the

respondent to discuss about given experience to them and
its effects.
 Focus Group Discussion (FGD)
• A focus group discussion (FGD) is a good way to gather together people
from similar backgrounds or experiences to discuss a specific topic of
interest.
• The group of participants is guided by a moderator (or group facilitator)
who introduces topics for discussion and helps the group to participate in a
lively and natural discussion amongst themselves.
• The strength of FGD relies on allowing the participants to agree or disagree
with each other so that it provides an insight into how a group thinks about
an issue, about the range of opinion and ideas, and the inconsistencies and
variation that exists in a particular community in terms of beliefs and their
experiences and practices.
Contd…
• The strength of FGD relies on allowing the participants to agree or disagree
with each other so that it provides an insight into how a group thinks about an
issue, about the range of opinion and ideas, and the inconsistencies and
variation that exists in a particular community in terms of beliefs and their
experiences and practices.

• Quantitative parameters are not applied for focus group discussion results:
representativeness is not required, as well as the error of the results are not
estimated. The depth of the content, particularity and interpretation, but not
statistical analysis, are most important.

• Focus group discussions are carried out in special laboratory with recording
and observing equipment. Thus, discussion is recorded; simultaneously, the
run of discussion may be observed through the one-way mirror.
 Questionnaire Method
Questionnaire is the most commonly used method in
survey. Questionnaires are a list of questions either an open-
ended or close - ended for which the respondent give
answers. Questionnaire can be conducted via telephone,
mail, live in a public area, or in an institute, through
electronic mail or through fax and other methods.

Mailed Questionnaire - a Questionnaire is sent (by post) to

the persons concerned with a request to answer the
questions and return the Questionnaire.

Collected Questionnaire – The researcher goes to the

respondents, give and asks them to fill the questionnaire as
per their own ideology.
 Schedules

Data Collection through Schedules – Very similar to the

Questionnaire method. The main difference is that a
schedule is filled by the trained enumerator who is
specially appointed for the purpose. Enumerator goes to
the respondents, asks them the questions from the
Performa in the order listed, and records the responses in
the space provided.
 Other Methods of Data Collection

Warranty Cards - It is a method for data collection in which postal

size cards are used by dealers of consumer durables to collect info
regarding their product.
Distributor or Store Audits - performed by distributors as well as
manufactures through their salesmen at regular intervals. In this
type of audit, the investigator collects an inventory of types,
quantities and prices of commodities consumed.
Pantry Audits - used to estimate consumption of the basket of goods at
the consumer level. In this type of audit, the investigator collects
an inventory of types, quantities and prices of commodities
consumed.
Consumer Panels - A consumer panel is a group of individuals selected
by a business or organization to provide input and opinion on
products and services for research on consumer behavior. Panel
members are chosen to be representative of the general
population or a target group.
Contd…
• Mechanical Devices – Using sensors, cameras and other
mechanical end electronic devices to collect data.

• Depth Interviews - is a qualitative research technique that

involves conducting intensive individual interviews with a small
number of respondents to explore their perspectives on a
particular idea, program, or situation.

• Content Analysis - is a research method used to identify patterns

in recorded communication.

• Projective Tests - is a personality test designed to let a person

respond to ambiguous stimuli, presumably revealing hidden
emotions and internal conflicts projected by the person into
the test.
 TYPES OF QUESTIONS
Open ended
Simple
Question dichotomy
type
Closed ended
Multiple
choice

Determinant Check-list
choice
 ALTERNATIVE QUESTION FORMATS
1. Open-ended – Questions in which the
respondent answers in his own words.
2. Closed-ended (or Fixed Alternative) – Question in
which respondent selects one or more options
from pre-determined set of responses.
◦ Simple dichotomy → Closed ended question with only two
response alternatives
◦ Multiple Choice → Closed ended question with more than two
response alternatives.
 Determinant choice – Multiple choice question in which respondent
must select only one of the response alternatives.
 Checklist question - Multiple choice question in which respondent can
select more than one of the response alternatives.
Requirements for Close-Ended Questions

 Response categories provided for each close-

ended question should be mutually exclusive
and exhaustive
1. Mutually Exclusive → Response categories must
be such that the same respondent cannot be
classified into more than one category; e.g. the
categories Rs.1,000-5,000 and Rs.5,000-10,000
are not mutually exclusive.
2. Mutually Exhaustive – Response categories
should include all possible response options.
Sometimes this is achieved by including a
response option like “Other (Please specify)….”
 EXAMPLES
 Sometimes, several questions are needed to obtain the required
information in an unambiguous manner. Consider the question:

“Do you think Coca-Cola is a tasty and refreshing soft

drink?” (Incorrect)

 Such a question is called a double-barreled question, because two

or more questions are combined into one. To obtain the required
information, two distinct questions should be asked:

“Do you think Coca-Cola is a tasty soft drink?” and

“Do you think Coca-Cola is a refreshing soft drink?”
(Correct)
 Overcoming Inability To Answer –
Can the Respondent Remember?

How many gallons of soft drinks did you

consume during the last four weeks? (Incorrect)

How often do you consume soft drinks in a

typical week? (Correct)
1. ___ Less than once a week
2. ___ 1 to 3 times per week
3. ___ 4 to 6 times per week
4. ___ 7 or more times per week
 Choosing Question Wording –
Use Unambiguous Words
In a typical month, how often do you shop in department stores?
_____ Never
_____ Occasionally
_____ Sometimes
_____ Often
_____ Regularly
(Incorrect)

In a typical month, how often do you shop in department stores?

_____ Less than once
_____ 1 or 2 times
_____ 3 or 4 times
_____ More than 4 times (Correct)
 Merits and Demerits of Primary Data

Merits Demerits
Targeted issues are Cost
addressed

Data interpretation is better Time

High accuracy of data More personnel /resources

Addressing specific Inaccurate feedback

research issues
Training, skill and
Greater control difficult.
 Secondary Data
Secondary data are those which have already been
collected by someone else and which have through some
statistical analysis

Published data are available in:

1. Publications of State/Central Govt.s
2. Publications of International Bodies
3. Technical and Trade Journals
4. Books, Magazines and Newspapers
5. Reports/Publications of various organizations (banks,
stock exchanges, business houses, etc)
6. Reports – by scholars, Universities, etc
7. Public records, Historical Documents, etc
 Merits and Demerits of Secondary Data

Merits Demerits
Not fulfilling specific
Quick and cheap research needs

Poor accuracy
Wider geographical area

Not up to date
Longer orientation period
Poor accessibility in some
cases
Leading to primary data
 Key Differences Between Primary and
Secondary Data
1. The term primary data refers to the data originated by the researcher for the first
time. Secondary data is the already existing data, collected by the investigator
agencies and organisations earlier.

2. Primary data is a real-time data whereas secondary data is one which relates to the
past.

3. Primary data is collected for addressing the problem at hand while secondary data
is collected for purposes other than the problem at hand.

4. Primary data collection is a very involved process. On the other hand, secondary
data collection process is rapid and easy.
Contd…
5. Primary data collection sources include surveys, observations, experiments,
questionnaire, personal interview, etc. On the contrary, secondary data collection
sources are government publications, websites, books, journal articles, internal
records etc.
6. Primary data collection requires a large amount of resources like time, cost and
manpower. Conversely, secondary data is relatively inexpensive and quickly
available.
7. Primary data is always specific to the researcher’s needs, and he controls the
quality of research. In contrast, secondary data is neither specific to the
researcher’s need, nor he has control over the data quality.
8. Primary data is available in the raw form whereas secondary data is the refined
form of primary data. It can also be said that secondary data is obtained when
statistical methods are applied to the primary data.
9. Data collected through primary sources are more reliable and accurate as
compared to the secondary sources.
 References-
• Ranjit Kumar, Research Methodology: A Step-by-step Guide for Beginners, 123 (Sage, London,
2005).
• B.N.Ghosh, “Collection and Analysis of Data”, 24:4 JILI (1982).
• Sapsford R, Jupp V. Data Collection and Analysis. London: Sage Publications, 2006.
• Retrieved on 27.04.2020 from-https://bbamantra.com/methods-of-data-collection-primary-and-
secondary-data/
• Krueger, R.A. (1988) Focus Groups: A practical guide for applied research. Sage, UK.
• Stewart, D.W. and Shamdasani, P.N. (1990) Focus Groups: Theory and Practices. Sage, UK.
• Boynton PM, Greenhalgh T. Selecting, designing and developing your Questionnaire. BMJ,
328:1312- 15, 2004.
• Retrieved on 27.04.2020 from- https://keydifferences.com/difference-between-primary-and-
secondary-data.html.
• Retrieved on 27.04.2020 from- https://www.preservearticles.com/articles/what-are-the-merits-and-
demerits-of-secondary-sources-of-data/7688.
Thank You