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Data Collection Metho

This document provides an overview of data collection methods for research, including interviews, observation, and surveys. It discusses the key aspects of each method, such as structured vs unstructured interviews, participant vs nonparticipant observation, and closed-ended vs open-ended questions for surveys. The document also provides examples of different question types for surveys, such as multiple choice, checklists, and Likert scales. Overall, the document aims to help readers understand different options for collecting primary data in their studies and how to design survey questions.

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Febie Kris Padua
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339 views6 pages

Data Collection Metho

This document provides an overview of data collection methods for research, including interviews, observation, and surveys. It discusses the key aspects of each method, such as structured vs unstructured interviews, participant vs nonparticipant observation, and closed-ended vs open-ended questions for surveys. The document also provides examples of different question types for surveys, such as multiple choice, checklists, and Likert scales. Overall, the document aims to help readers understand different options for collecting primary data in their studies and how to design survey questions.

Uploaded by

Febie Kris Padua
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Module No. Module 2.

  Methodology
and Title  Writer:  Susan S. Cruz, PhD, DBA
Lesson No. Data Collection Method
and Title 
Learning
Outcomes   In this lesson, you will be able to: 
1. explain the concept of data collection
2. construct a survey questionnaire for quantitative study and/or an
interview guide for a qualitative research design
3. differentiate observation from survey in business research

Time 1 week 
Frame 
Introductio Welcome to Lesson 2 of Module 2! One of the most challenging tasks for a
n researcher at this stage of the research process is identifying the most
appropriate data collection method for the study This lesson will help you to
choose the data collection method/s to be used to gather the necessary data and
information that would address the research problem of the study. Hence, the
careful choice of the data collection method is most critical to provide the
necessary information vital for the decision makers.

Activity 1. Match Game


Activity Directions: Match the following survey items with the correct name.  Write your
answer (letter only) on the blank provided.
a. closed-end question
b. open-end question
c. checklist
d. multiple-choice questions
e. ranking scale
f. likert scale
g. semantic differential

__ 1. How long have you been shopping here at Happy Home’s?


__ 2. When you consider where to shop, what one factor most influences your
decision?
          __ location       __ store cleanliness      __ prices
          __ friendliness   __ selection                __ product quality

__ 3. What is the most important three considerations in selecting a


supermarket? place a 1 by the most important, 2 by the second most important,
and a 3 by the third most important.
          __ location                         __ store cleanliness          __ prices
          __ friendliness   __ selection                __ product quality
__ 4.  Check each of the following that describes why you shop at Happy
Home’s:
          __ location                         __ store cleanliness          __ prices
          __ friendliness   __ selection                __ product quality
__ 5.   Happy  __   __   __   __   __   __   __  Sad
__ 6. Happy Home’s is the best shopping center in the Philippines:  
          Strongly Agree 1    2    3    4    5    6    7 Strongly Disagree
__ 7.  Why do you shop at Happy Home’s? 
______________________________
           ___________________________________________________________
  

Which of the following data gathering procedure do you find most appropriate
Analysis for your study? Why? 
__________________________________________________
__________________________________________________
__________________________________________________
__________________________________________________
__________________________________________________

Abstraction 
Data Collection Methods

          There are three main data collection methods in survey research which
include interviews, observation and administering questionnaires.  Who is
providing the information and the manner by which data are collected
determines the effectiveness of research study.  
          Data can be primary or secondary.  Primary data are those that are
gathered first hand by the researcher on the variables of interest.  These include
data from individuals, focus groups, and respondents of surveys. Secondary data
are information gathered from sources that are already existent which may
include company records of sales, archives, government data, industry analyses,
Internet, etc..  
          Interviewing.  This data collection method involves interviewing
respondents to generate information on the variables of interest.  Interviewing
plays an important role in data collection especially during the exploratory
phase of the research.  Interviews may be structured or unstructured and may be
conducted through face to face, telephone, video conferencing.
          Unstructured interviews are conducted with no planned sequence of
questions to be asked of the respondents.  Unstructured interviews may bring
preliminary issues to the fore to guide the researcher in determining what factors
need further investigation.  An example would be asking an applicant during the
job interview, “I would like to know about your previous job.  Please describe
to me in detail the things you do on a typical day…”  The interviewer may ask
several questions to follow-up the responses of the participant (interviewee).
          Structured interviews are conducted with the needed information in
mind.  The interview is guided by predetermined questions to be asked of the
respondents personally, through telephone or online platform.  The questions
may have been formulated based on the factors that came about during
exploratory phase of the research which was conducted using unstructured
interviews.
          Observation.  Observational research are best suited for research
requiring the examination of behaviour without directly asking the respondents
themselves (Sekaran and Bougie, 2013).  This is conducted through planned
watching, recording, analysis and interpretation of behaviour, actions or events. 
The four key dimensions that characterize the type of observation are: controlled
versus uncontrolled observational studies, participant versus nonparticipant
observations, structures versus unstructured observational studies and concealed
versus unconcealed observation.  One of the main advantages of observation is
directness, which means the researcher is able to gather behavioural data
without asking questions.  People can be observed in their natural environment
and their activities and behaviour can be noted, recorded, analyzed and
interpreted.
           Surveys may be the most widely used and abused data gathering
methods. An efficient survey instrument is well-written, pretested for reliability,
validated by experts in the field being studied and administered properly to be
free from bias and errors.  Surveys can produce rich information that may be
useful for decision-making.  Surveys are inexpensive, easy to administers, have
assurance of confidentiality, data can be processed easily because of established
statistical tools, convenient for respondents and data gathered are credible. 
Some of the disadvantages in using survey are that survey questionnaires are
impersonal and structured; questionnaires may be subject to overinterpretation;
the process may be time consuming; there are low response rates and responses
may be distorted. 
          Questionnaire.  It is a formulated (adopted, adapted or researcher-made)
written set of questions that respondents answer, usually designed with closely
defined alternative responses.   Questionnaires are efficient in collecting data for
descriptive or explanatory researches.  Gathering data through questionnaires is
less expensive and time consuming compared to interviews and observation. 
However the chances of non-response and non-response errors are higher. 
Questionnaires are more often designed to collect large numbers of quantitative
data.
          The language of the questionnaire should be designed to fit the
understanding of the respondents.  The choice of words should  depend on the
respondent’s educational level, culture, and frames of reference.
Uma Sekaran and Roger Bougie, 2013

Type and Form of Questions:

          Closed-ended question.  This type of question asks the respondents to


make choice among the alternatives given by the researcher.  All items in a
questionnaire using a nominal, ordinal, Likert and ratio scale considered closed
questions.  Closed questions make respondents choose quickly among given
alternatives and help the researcher code the responses easily ready for analysis
of data.
          Example:   I have good relationship with my co-workers.  __ Yes   __ No

          Open-ended question.  It allows the respondents to answer on their own


words and in any way they choose.  Open-ended questions allow the
respondents to give an unlimited answer that is why the question should be
followed by sufficient space for the response.
            Example:  Please describe your experience in online learning.
_______________________________________________________________
                  ____________________________________________________
         
          Checklist.  This type of question presents a list of items where
participants are asked to check those that apply to their particular situation.
        
  Example:  Please check bank services that you have used recently:
                __ Mastercard       __ Checking        __ Online inquiry
                __ Personal loans     __ Savings account        __ Safe deposit box

          Multiple Choice question.  This type of question offers several choices


and the respondent is asked to select the most appropriate/correct answer.
            Example:  How many cups of coffee do you drink per day?
a. one cup
b. two-three cups
c. three-four cups
d. more than four cups

          Ranking scale.  This type of question requires the participant to rank


order a list of items.
            Example:  On a scale of 1-5, 5 being the highest and 1 the lowest, please
rank the types of communication used in your office.  Please rank all 5 items.
            __ Formal meetings
            __ Informal conversations
            __ Written reports
            __ Letters or memos
            __ Online conferences

          Likert scale.  This method is generally used to measure the attitude of


respondents toward a concept of idea.  It allows the respondent to agree,
disagree or indicate the degree of agreement based on a five-or seven-point
scale.
          Example:  Please indicate the degree by which you agree or disagree with
the statement:  Online classes are more convenient.
       Strongly     Agree      Neither Agree           Disagree          Strongly 
        Agree                           nor Disagree                                     Disagree
            5                  4                    3                              2                       1

          Semantic differential.  This type of question measures attitudes by


displaying pairs of opposite terms and asking respondents to check which term
better describes their feelings toward the concept or topic.  Each pair consists of
a positive and negative adjective reflecting the extremes, such as “efficient –
inefficient”, “powerful-weak” etc. It makes use of adjectives that are placed at
opposite ends of the line.
Example:  Place an X in the space between the two terms that best describes
how you see the rods reflecting the ABC Company.  Mark only one space
between each pair of word
ABC Company
               Efficient :___:___:___:___:___:___:___:Inefficient
                Helpful  :___:___:___:___:___:___:___:Not helpful
         Professional  :___:___:___:___:___:___:___:Unprofessional
                      Fast  :___:___:___:___:___:___:___:Slow
Progressing your Research Study 
Application 
Go back to the research problems you have identified.  Develop a draft
questionnaire using at least three types of question forms described previously.

Congratulations! You have just finished this module. You may now proceed to
Closure  the next Lesson of this module.

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