Methods of Data

Collection –
Questionnaire, Observation, and Interview
Introduction
• There are two major approaches to gathering information about a
situation, person, problem or phenomenon.
• When you undertake a research study, in most situations,
1. you need to collect the required information;
2. sometimes the information required is already available and need only be
extracted.
• Based upon these broad approaches to information gathering, data
can be categorised as:
1. primary data
2. secondary data.
Methods of data collection
• In summary, primary sources provide first-hand information and
secondary sources provide second-hand data.
Primary data
• Those which are collected afresh and for the first time, and thus
happen to be original in character
• Nature of data collection work- data are to be originally collected
• Examples of primary sources include finding out first-hand
o the attitudes of a community towards health services
o ascertaining the health needs of a community
o evaluating a social programe
o determining the job satisfaction of the employees of an organisation,
Secondary data
• The secondary data are those which have already been collected by
someone else and which have already been passed through the
statistical process.
• The nature of data collection work- is merely that of compilation
• Examples;
o the use of census data to obtain information on the age–sex structure of a
population
o the use of hospital records to find out the morbidity and mortality patterns of
a community
o organization's like WHO, world bank, RBI, etc.
1. Observation
• It is the most commonly used method specially in studies relating to behavioral
sciences.
• Observation becomes a scientific tool and the method of data collection for the
researcher;
 when it serves a formulated research purpose,
 is systematically planned and recorded
• Under the observation method, the information is sought by way of investigator’s
own direct observation without asking from the respondent
• For example,
 the investigator instead of asking the brand of wrist watch used by the respondent, may
himself look at the watch.
 study the dietary patterns of a population,
 ascertain the functions performed by a worker, or
Types of observation
• participant observation
 participate in the activities of the group being observed in the same manner
as its members, with or without their knowing that they are being observed.
 you might want to study the life of prisoners and pretend to be a prisoner in
order to do this.
• non-participant observation
 a researcher, do not get involved in the activities of the group but remain a
passive observer, watching and listening to its activities and drawing
conclusions from this
 you might want to study the functions carried out by nurses in a hospital.
Situation when ‘observation’ is
appropriate method of data
collection
• It is also appropriate in situations where full and/ or accurate
information cannot be elicited by questioning
• when you are more interested in the behavior than in the perceptions
of individuals
• When respondents are not capable of giving verbal reports of their
feelings for one reason or the other
• However, this is an expensive method, provides limited information
Situations in which observations can
be made
• Observations can be made under two conditions:
o natural
o controlled
• Observing a group in its natural operation rather than intervening in
its activities is classified as observation under natural conditions
Introducing a stimulus to the group for it to react to and observing the
reaction is called controlled observation such as controlled
experiment.
2. The interview
• Interviewing is a commonly used
method of collecting information
from people
• Any person-to-person
interaction, either face to face or
otherwise, between two or more
individuals with a specific
purpose in mind is called an
interview.
Types of interviews- as per degree
of flexibility
Interview schedule
• In a structured interview the researcher asks a predetermined set of
questions, using the same wording and order of questions as specified in
the interview schedule.
• An interview schedule is a written list of questions, open ended or closed,
prepared for use by an interviewer in a person-to-person interaction.
• Note that an interview schedule is a research tool/instrument for collecting
data, whereas interviewing is a method of data collection.
• One of the main advantages of the structured interview is that it provides
uniform information, which assures the comparability of data. Besides,
structured interviewing requires fewer interviewing skills than does
unstructured interviewing.
3. The questionnaire
• A questionnaire is a written list of questions, the answers to which are
recorded by respondents.
• In a questionnaire respondents read the questions, interpret what is
expected and then write down the answers.
• The only difference between an interview schedule and a
questionnaire is that in the former it is the interviewer who asks the
questions and records the respondent’s replies on an interview
schedule, and in the latter replies are recorded by the respondents
themselves
Characteristics of a questionnaire
• It is important that the questions are clear and easy to understand. As there is no
one to explain the meaning of questions
• the layout of a questionnaire should be such that it is easy to read and pleasant to
the eye, and the sequence of questions should be easy to follow.
• A questionnaire should be developed in an interactive style, as someone is talking
to the respondents
• a sensitive question or a question that respondents may feel hesitant about
answering should be prefaced by an interactive statement explaining the relevance
of the question.
• It is advisable to use a different font for these statements to distinguish them from
the actual questions
• It is also advisable to conduct pilot study to test the questionnaire
Merits Demerits

• There is low cost even when the • Low rate of return of the duly filled
universe is large and is widely spread in questionnaires; bias due to no-
geographically response is often indeterminate
• It is free from the bias of the • It can be used only when
interviewer; answers are in
respondents are educated and
respondents’ own words
cooperating
• Respondents have adequate time to
give well thought out answers • The control over questionnaire may
• Respondents, who are not easily
be lost once it is sent
approachable, can also be reached • It is difficult to know whether willing
conveniently respondents are truly representative
• Large samples can be made use of and • This method is likely to be the
thus the results can be made more slowest of all.
dependable and reliable.
Essentials of a good questionnaire
• short and simple i.e., the size of the questionnaire should be kept to the minimum
• Questions should proceed in logical sequence moving from easy to more difficult
questions
• Technical terms and vague expressions capable of different interpretations should
be avoided in a questionnaire
• Questions may be dichotomous (yes/no), multiple choice (alternative answers) or
open-ended.
• There should be some control questions in the questionnaire which indicate the
reliability of the respondent
• Questions affecting the sentiments of respondents or personal nature questions
should be avoided.
Choosing between an interview and
a questionnaire
• The nature of the investigation
o If respondents may hesitate to discuss with an investigator, a questionnaire may be the better
choice as it ensures anonymity.
o Examples such as studies on drug use, political view, indulgence in criminal activities and
personal finances
• The geographical distribution of the study population
o If potential respondents are scattered over a wide geographical area, you have no choice but to
use a questionnaire, as interviewing in these circumstances would be extremely expensive.
• The type of study population
o If the study population is illiterate, very young or very old, or handicapped, there may be no
option but to interview respondents.

Note: Both methods can be used in a single study

Question

Q1- A marketing manager of consumer non-durables, say a premium soap, is in

the process of a sample survey to highlight the perception of the consumers on
the product and to identify various important features which influences the
buying behaviour of the product. He will be conducting the survey in a few
cities and towns using a few sample respondents in each city and town. He is
in the process of formulating the questionnaire. He wants to complete the
survey in a short period of time.
1) Formulate a questionnaire to achieve the two objectives
2) Will he go for a pretesting of the questionnaire? Which mode will be
preferable
for him to collect the information?
Section 1: Demographic Information
1. Age:
• Under 18
• 18-24
• 25-34
• 35-44
• 45-54
• 55+
2. Gender:
• Male
• Female
• Other
3. Income Level:
• Below $30,000
• $30,000 - $50,000
• $50,000 - $75,000
• $75,000 - $100,000
• Above $100,000
Section 2: Product Awareness and perception
Q-1 How did you first hear about our premium soap?
• Social Media
• TV/Radio
• Friends/Family
• In-Store Promotion
• Other (please specify): ___________
Q-2 Have you ever used our premium soap?
• Yes
• No
Q-3 If yes, how often do you use it?
• Daily
• A few times a week
• Weekly
• Monthly
Section 3: Buying Behavior
Q-4 What features influence your decision to buy a soap?
• Price
• Brand reputation
• Ingredients (natural, organic, etc.)
• Scent/Fragrance
• Packaging
• Other (please specify): ___________
Q-5 Rate the importance of the following attributes when choosing a soap (1 - Not Important, 5 - Very Important):
• Price: [1] [2] [3] [4] [5]
• Brand: [1] [2] [3] [4] [5]
• Ingredients: [1] [2] [3] [4] [5]
• Scent: [1] [2] [3] [4] [5]
• Packaging: [1] [2] [3] [4] [5]
Q-6 How likely are you to recommend our premium soap to others?
• Very Unlikely
• Unlikely
• Neutral
• Likely
• Very Likely
Q-7 What improvements or features would you like to see in our soap?
(Open-ended)