Chapter 8 & 9 - Data Collection Methods I

Question 1

Primary sources of data

Answer 1

Individuals
Focus groups
Unobtrusive (trace) measures

Question 2

Two types of Data Collection

Answer 2

Qualitative
Quantitative

Question 3

Qualitative Data Collection

Answer 3

Interviews
-Depth Interviews
-Focus Groups
-Case Studies
-ProjectiveTechniques
Observation
-Human
-Electronic

Question 4

Quantitative Data Collection

Answer 4

Self-Completion Surveys
-Regular mail
- Overnight delivery
-Fax
-Internet
-Drop off/pick up

Interviewer-Completed Surveys
-Telephone
-Shopping Mall
-Home, Office, etc

Observation
-Human
-Electronic
-Mechanical

Question 5

Interviews

Answer 5

-A conversation with a purpose
-Powerful tool for eliciting rich data, but complex
-Degrees of structure (continuum)
– Both for questions and responses
– Structured; semi-structured; unstructured
-Interviewer as data collection instrument
– Face-to-face vs. telephone interviews

Question 6

Interview Structure

Answer 6

-Structured
-Unstructured
-Semi-structured

Question 7

Structured Interview Structure

Answer 7

– Known at the outset what information is needed
– Predetermined questions and question sequence
* Interview conducted in exactly the same way to avoid bias
– May contain standardized rater forms

Question 8

Unstructured Interview Structure

Answer 8

– Interviewer only has a broad problem area in mind
– No specific question sequence; free and open discussion
– Can work in very new areas, but often not very practical

Question 9

Semi-structured Interview Structure

Answer 9

– Have overall structure and direction, but allow for follow-up
questions
* Introduction, set of topics (questions), possible probes

Question 10

Considerations for a semi-structured interview

Answer 10

– Plan main questions using clear and familiar language
– Use open-ended questions (vs. inviting “yes-no” responses)
* E.g., “What do you think about…”; “How did you learn to…”
– More general questions first, then more specific ones (i.e., funneling)
– Use probes to gather more information or to clarify (see Box 8.2)
* E.g., “Could you tell me more about…”
– Be neutral: Avoid leading questions or suggesting responses
– Listen actively
* Body language; ask clarifying questions; paraphrase to ensure
understanding; wait out pauses (Box 8.2 again)
– Keep respondents on track (politely)

Question 11

Bias in Interviewing

Answer 11

Interviewer
– Interviewer biases and errors in perception
– Importance of interviewer training
Interviewee (participant)
– Social desirability
– Question comprehension
Situation
– Nonparticipation (i.e., nonresponse bias)
– Level of rapport between interviewer and interviewee
– Mode, timing, and physical setting of the interview

Question 12

Observation is scientific when it:

Answer 12

– Serves a formulated research purpose
– Is planned systematically
– Is recorded systematically
– Is subjected to certain checks and controls for quality

Question 13

Four key dimensions of observation

Answer 13

-Control
-group membership
-structure
-concealment

Question 14

Two Important Approaches of observation

Answer 14

• Participant observation
• Structured observation

Question 15

Observation Advantages

Answer 15

– Can gather behavioural data without asking questions
* Data relatively free from respondent bias
– Relatively easy to observe situational factors
* BUT (often) cannot establish cause-effect relationships
– Can observe difficult-to-study subjects (e.g., children)

Question 16

Observation Disadvantages

Answer 16

– Reactivity
– Observer biases may affect the data
– Cannot capture cognitive processes
– Can be time consuming, tedious, and expensive

Question 17

Unobtrusive methods

Answer 17

Methods that do not require the researcher to interact with the
people he or she is studying.

Question 18

Interview

Answer 18

A data collection method in which the researcher asks for
information verbally from the respondents.

Question 19

Unstructured interviews

Answer 19

Interviews conducted with the primary purpose of identifying
some important issues relevant to the problem situation, without
prior preparation of a planned or predetermined sequence of
questions.

Question 20

Semi-structured interviews

Answer 20

Interviews conducted by the researcher with a predetermined list
of questions to be asked of the interviewee. are those conducted when it is known at the outset what information is needed.

Question 21

Bias

Answer 21

Any error that creeps into the data. Biases can be introduced by
the researcher, the respondent, the measuring instrument, the
sample, and so on.

Question 22

Funneling technique

Answer 22

The questioning technique that consists of initially asking general
and broad questions, and gradually narrowing the focus
thereafter to more specific themes.

Question 23

Unbiased questions

Answer 23

Questions posed in accordance with the principles of wording and
measurement, and the right questioning technique, so as to elicit
the least biased responses.

Question 24

Computer‐assisted telephone interviews (CATI)

Answer 24

Interviews in which questions are prompted onto a PC monitor
that is networked into the telephone system, to which
respondents provide their answers.

Question 25

Telephone interview

Answer 25

The information‐gathering method by which the interviewer asks
the interviewee over the telephone, rather than face to face, for
information needed for the research.

Question 26

Face‐to‐face interview

Answer 26

Information gathering when both the interviewer and interviewee
meet in person.

Question 27

Focus group

Answer 27

A group consisting of eight to ten members randomly chosen,
who discuss a product or any given topic for about two hours with
a moderator present, so that their opinions can serve as the basis
for further research.

Question 28

Expert panel

Answer 28

A group of people specifically convened by the researcher to elicit
expert knowledge and opinion about a certain issue.

Question 29

Observation

Answer 29

The planned watching, recording, analysis, and interpretation of
behavior, actions, or events.

Question 30

Controlled observation

Answer 30

Controlled observation occurs when observational research is
carried out under carefully arranged conditions.

Question 31

Uncontrolled observation

Answer 31

An observational technique that makes no attempt to control,
manipulate, or influence the situation.

Question 32

Nonparticipant observation

Answer 32

The researcher is never directly involved in the actions of the
actors, but observes them from outside the actors’ visual horizon,
for instance via a one‐way mirror or a camera.

Question 33

Participant observation

Answer 33

In participant observation the researcher gathers data by
participating in the daily life of the group or organization under
study.

Question 34

Structured observation

Answer 34

Form of observation where the observer has a predetermined set
of categories of activities or phenomena planned to be studied.

Question 35

Unstructured observation

Answer 35

Form of observation that is used when the observer has no
definite ideas of the particular aspects that need focus.

Question 36

Concealment of observation

Answer 36

Relates to whether the members of the social group under study
are told that they are being observed.

Question 37

Concealed observation

Answer 37

Members of a social group under study are not told that they are
being observed.

Question 38

Reactivity

Answer 38

The extent to which the observer affects the situation under
observation.

Question 39

Unconcealed observation

Answer 39

Members of a social group under study are told that they are
being observed.

Question 40

Pure observation

Answer 40

Seeks to remove the researcher from the observed actions and
behavior; the researcher is never directly involved in the actions
and behavior of the group under study.

Question 41

Pure participation

Answer 41

The researcher becomes so involved with the group under study
that eventually every objectivity and research interest is lost.

Question 42

Rapport

Answer 42

A trusting relationship with the social group under study, by
showing respect, being truthful, and showing commitment to the
well‐being of the group or the individual members of the group,
so that they feel secure in sharing (sensitive) information with the
researcher

Question 43

Coding scheme

Answer 43

Contains predetermined categories for recording what is
observed. Such schemes come in many forms and shapes.

Question 44

Simple checklist

Answer 44

Checklist used in structured observation that provides
information about how often a certain event has occurred.

Question 45

Sequence record

Answer 45

A sequence record allows the researcher conducting an
observational study to collect information on how often an event
occurs.

Question 46

Validity

Answer 46

Evidence that the instrument, technique, or process used to
measure a concept does indeed measure the intended concept.

Question 47

Reliability

Answer 47

Attests to the consistency and stability of the measuring
instrument.