Data Collection

top six data collection methods:

• Interviews.
• Questionnaires and surveys.
• Observations.
• Documents and records.
• Focus groups.
• Oral histories.
Probability sampling
A definitive method of sampling carried out by
utilizing some form of random selection and enabling
researchers to make a probability statement based
on data collected at random from the targeted
demographic. One of the best things about
probability sampling is it allows researchers to collect
the data from representatives of the population they
are interested in studying. Besides, the data is
collected randomly from the selected sample rules
out the possibility of sampling bias. 
There are three significant types of probability sampling
Simple random sampling: More often, the targeted
demographic is chosen for inclusion in the sample. 
Systematic random sampling: Any of the targeted
demographic would be included in the sample, but only
the first unit for inclusion in the sample is selected
randomly, rest are selected in the ordered fashion as if one
out of every ten people on the list. 
Stratified random sampling: It allows selecting each unit
from a particular group of the targeted audience while
creating a sample. It is useful when the researchers are
selective about including a specific set of people in the
sample, i.e., only males or females, managers or
executives, people working within a particular industry. 
Interviews
Interviewing people is a standard method used for 
data collection. However, the interviews conducted to collect
quantitative data are more structured, wherein the
researchers ask only a standard set of questionnaires and
nothing more than that. 
There are three major types of interviews conducted for data
collection 
Telephone interviews: For years, telephone interviews ruled
the charts of data collection methods. However, nowadays,
there is a significant rise in conducting video interviews using
the internet, Skype, or similar online video calling platforms. 
Face-to-face interviews: It is a proven technique to collect data
directly from the participants. It helps in acquiring quality data as
it provides a scope to ask detailed questions and probing further
to collect rich and informative data. Literacy requirements of the
participant are irrelevant as F2F interviews offer ample
opportunities to collect non-verbal data through observation or to
explore complex and unknown issues. Although it can be an
expensive and time-consuming method, the response rates for
F2F interviews are often higher. 
Computer-Assisted Personal Interviewing (CAPI): It is nothing but
a similar setup of the face-to-face interview where the
interviewer carries a desktop or laptop along with him at the time
of interview to upload the data obtained from the interview
directly into the database. CAPI saves a lot of time in updating and
processing the data and also makes the entire process paperless
as the interviewer does not carry a bunch of papers and
questionnaires. 
Surveys/questionnaires
Surveys or questionnaires created using online survey
software are playing a pivotal role in online data
collection be is quantitative or qualitative research.
The surveys are designed in a manner to legitimize
the behavior and trust of the respondents. More
often, checklists and rating scale type of questions
make the bulk of quantitative surveys as it helps in
simplifying and quantifying the attitude or behavior of
the respondents. 
There are two significant types of survey
questionnaires used to collect online data for
quantitative market research. 
Web-based questionnaire: This is one of the ruling
and most trusted methods for internet-based
research or online research. In a web-based
questionnaire, the receive an email containing the
survey link, clicking on which takes the respondent
to a secure online survey tool from where he/she
can take the survey or fill in the survey
questionnaire. Being a cost-efficient, quicker, and
having a wider reach, web-based surveys are more
preferred by the researchers. The primary benefit
of a web-based questionnaire is flexibility;
respondents are free to take the survey in their free
time using either a desktop, laptop, tablet, or
mobile. 
Mail Questionnaire: In a mail questionnaire, the survey is
mailed out to a host of the sample population, enabling the
researcher to connect with a wide range of audiences. The mail
questionnaire typically consists of a packet containing a cover
sheet that introduces the audience about the type of research
and reason why it is being conducted along with a prepaid
return to collect data online. Although the mail questionnaire
has a higher churn rate compared to other quantitative data
collection methods, adding certain perks such as reminders and
incentives to complete the survey help in drastically improving
the churn rate. One of the major benefits of the mail
questionnaire is all the responses are anonymous, and
respondents are allowed to take as much time as they want to
complete the survey and be completely honest about the
answer without the fear of prejudice. 
Observation
As the name suggests, it is a pretty simple and straightforward
method of collecting quantitative data. In this method,
researchers collect quantitative data through systematic
observations by using techniques like counting the number of
people present at the specific event at a particular time and a
particular venue or number of people attending the event in a
designated place. More often, for quantitative data collection,
the researchers have a naturalistic observation approach that
needs keen observation skills and senses for getting the
numerical data about the “what” and not about “why” and
”how.” 
Naturalistic observation is used to collect both types of data;
qualitative and quantitative. However, structured observation is
more used to collect quantitative rather than qualitative data. 
Structured observation: In this type of
observation method, the researcher has to make
careful observations of one or more specific
behaviors in a more comprehensive or structured
setting compared to naturalistic or participant
observation. In a structured observation, the
researchers, rather than observing everything,
focus only on very specific behaviors of interest. It
allows them to quantify the behaviors they are
observing. When the observations require a
judgment on the part of the observers – it is often
described as coding, which requires a clearly
defining a set of target behaviors. 
Document Review 
Document review is a process used to collect data after
reviewing the existing documents. It is an efficient and
effective way of gathering data as documents are
manageable and are the practical resource to get
qualified data from the past. Apart from strengthening
and supporting the research by providing
supplementary research data document review has
emerged as one of the beneficial methods to gather
quantitative research data. 
Three primary document types are being analyzed for
collecting supporting quantitative research data 
Public Records: Under this document review, official,
ongoing records of an organization are analyzed for further
research. For example, annual reports policy manuals,
student activities, game activities in the university, etc. 
Personal Documents: In contrast to public documents, this
type of document review deals with individual personal
accounts of individuals’ actions, behavior, health, physique,
etc. For example, the height and weight of the students,
distance students are traveling to attend the school, etc. 
Physical Evidence: Physical evidence or physical documents
deal with previous achievements of an individual or of an
organization in terms of monetary and scalable growth. 
Data collection methods
Method When to use How to collect data
Experiment To test a causal relationship. Manipulate variables and measure
their effects on others.
Survey To understand the general Distribute a list of questions to a
characteristics or opinions of a sample online, in person or over-the-
group of people. phone.
Interview/ To gain an in-depth understanding Verbally ask participants open-ended
focus group of perceptions or opinions on a questions in individual interviews or
topic. focus group discussions.
Observation To understand something in its Measure or survey a sample without
natural setting. trying to affect them.
Ethnography To study the culture of a Join and participate in a community
community or organization first- and record your observations and
hand. reflections.
Archival research To understand current or historical Access manuscripts, documents or
events, conditions or practices. records from libraries, depositories or
the internet.

Secondary data To analyze data from populations Find existing datasets that have
collection that you can’t access first-hand. already been collected, from sources
such as government agencies or
research organizations.