METHODS OF DATA COLLECTION

Topics Covered

9.1 Concept of Data Collection

9.2 Types of Data
9.3 Issues to be Considered for Data Collection
9.4 Methods of Primary Data Collection
9.4.1 Questionnaire Method
9.4.2 Interviews Method
9.4.3 Observation Method
9.4.4 Survey Method
9.4.5 Case Study Method
9.4.6 Experimental Method
9.4.7 Rating scale
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Data collection
Data collection is the process of gathering and measuring information on variables
of interest, in an established systematic fashion that enables one to answer stated
research questions, test hypotheses, and evaluate outcomes. The data collection
component of research is common to all fields of study including physical and social
sciences, humanities, business, etc. While methods vary by discipline, the emphasis
on ensuring accurate and honest collection remains the same. The goal for all data
collection is to capture quality evidence that then translates to rich data analysis
and allows the building of a convincing and credible answer to questions that have
been posed. Regardless of the field of study or preference for defining data
(quantitative, qualitative), accurate data collection is essential to maintaining the
integrity of research. Both the selection of appropriate data collection
instruments (existing, modified, or newly developed) and clearly delineated
instructions for their correct use reduce the likelihood of errors occurring.
Data collection is one of the most important stages in conducting a research. You
can have the best research design in the world but if you cannot collect the
required data you will be not be able to complete your project. Data collection is a
very demanding job which needs thorough planning, hard work, patience,
perseverance and more to be able to complete the task successfully. Data
collection starts with determining what kind of data required followed by the
selection of a sample from a certain population. After that, you need to use a
certain instrument to collect the data from the selected sample.

9.2 TYPES OF DATA

Data are organized into two broad categories: qualitative and quantitative.
Qualitative Data: Qualitative data are mostly non-numerical and usually
descriptive or nominal in nature. This means the data collected are in the form of
words and sentences. Often (not always), such data captures feelings, emotions, or
subjective perceptions of something. Qualitative approaches aim to address the
‘how’ and ‘why’ of a program and tend to use unstructured methods of data
collection to fully explore the topic. Qualitative questions are open-ended.
Qualitative methods include focus groups, group discussions and interviews.
Qualitative approaches are good for further exploring the effects and unintended
consequences of a program. They are, however, expensive and time consuming to
implement. Additionally the findings cannot be generalized to participants outside
of the program and are only indicative of the group involved.
Qualitative data collection methods play an important role in impact evaluation by
providing information useful to understand the processes behind observed results
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and assess changes in people’s perceptions of their well-being. Furthermore
qualitative methods can be used to improve the quality of survey-based
quantitative evaluations by helping generate evaluation hypothesis; strengthening
the design of survey questionnaires and expanding or clarifying quantitative
evaluation findings. These methods are characterized by the following attributes -
● they tend to be open-ended and have less structured protocols (i.e.,
researchers may change the data collection strategy by adding, refining, or
dropping techniques or informants);
● they rely more heavily on interactive interviews; respondents may be
interviewed several times to follow up on a particular issue, clarify concepts or
check the reliability of data;
● they use triangulation to increase the credibility of their findings (i.e.,
researchers rely on multiple data collection methods to check the authenticity
of their results);
● generally their findings are not generalizable to any specific population, rather
each case study produces a single piece of evidence that can be used to seek
general patterns among different studies of the same issue.
Regardless of the kinds of data involved, data collection in a qualitative study takes
a great deal of time. The researcher needs to record any potentially useful data
thoroughly, accurately, and systematically, using field notes, sketches, audiotapes,
photographs and other suitable means. The data collection methods must observe
the ethical principles of research. The qualitative methods most commonly used in
evaluation can be classified in three broad categories -
● In-depth interview
● Observation methods
● Document review.
Quantitative Data: Quantitative data is numerical in nature and can be
mathematically computed. Quantitative data measure uses different scales, which
can be classified as nominal scale, ordinal scale, interval scale and ratio scale.
Often (not always), such data includes measurements of something. Quantitative
approaches address the ‘what’ of the program. They use a systematic standardized
approach and employ methods such as surveys and ask questions. Quantitative
approaches have the advantage that they are cheaper to implement, are
standardized so comparisons can be easily made and the size of the effect can
usually be measured. Quantitative approaches however are limited in their capacity
for the investigation and explanation of similarities and unexpected differences. It
is important to note that for peer-based programs quantitative data collection
approaches often prove to be difficult to implement for agencies as lack of
necessary resources to ensure rigorous implementation of surveys and frequently
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experienced low participation and loss to follow up rates are commonly experienced
factors.
The Quantitative data collection methods rely on random sampling and structured
data collection instruments that fit diverse experiences into predetermined
response categories. They produce results that are easy to summarize, compare,
and generalize. If the intent is to generalize from the research participants to a
larger population, the researcher will employ probability sampling to select
participants. Typical quantitative data gathering strategies include -
● Experiments/clinical trials.
● Observing and recording well-defined events (e.g., counting the number of
patients waiting in emergency at specified times of the day).
● Obtaining relevant data from management information systems.
● Administering surveys with closed-ended questions (e.g., face-to face and
telephone interviews, questionnaires etc).
● In quantitative research (survey research), interviews are more structured
than in Qualitative research. In a structured interview, the researcher asks a
standard set of questions and nothing more. Face -to -face interviews have a
distinct advantage of enabling the researcher to establish rapport with
potential participants and therefore gain their cooperation.
● Paper-pencil-questionnaires can be sent to a large number of people and saves
the researcher time and money. People are more truthful while responding to
the questionnaires regarding controversial issues in particular due to the fact
that their responses are anonymous.
Mixed Methods: Mixed methods approach as design, combining both qualitative
and quantitative research data, techniques and methods within a single research
framework. Mixed methods approaches may mean a number of things, i.e. a number
of different types of methods in a study or at different points within a study or
using a mixture of qualitative and quantitative methods. Mixed
methods encompass multifaceted approaches that combine to capitalize on
strengths and reduce weaknesses that stem from using a single research design.
Using this approach to gather and evaluate data may assist to increase the validity
and reliability of the research. Some of the common areas in which mixed-method
approaches may be used include –
● Initiating, designing, developing and expanding interventions;
● Evaluation;
● Improving research design; and
● Corroborating findings, data triangulation or convergence.
Some of the challenges of using a mixed methods approach include –
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● Delineating complementary qualitative and quantitative research questions;
● Time-intensive data collection and analysis; and
● Decisions regarding which research methods to combine.
Mixed methods are useful in highlighting complex research problems such as
disparities in health and can also be transformative in addressing issues for
vulnerable or marginalized populations or research which involves community
participation. Using a mixed-methods approach is one way to develop creative
options to traditional or single design approaches to research and evaluation.
There are many ways of classifying data. A common classification is based upon who
collected the data.
PRIMARY DATA
Data that has been collected from first-hand-experience is known as primary data.
Primary data has not been published yet and is more reliable, authentic and
objective. Primary data has not been changed or altered by human beings;
therefore its validity is greater than secondary data.
Importance of Primary Data: In statistical surveys it is necessary to get
information from primary sources and work on primary data. For example, the
statistical records of female population in a country cannot be based on newspaper,
magazine and other printed sources. A research can be conducted without
secondary data but a research based on only secondary data is least reliable and
may have biases because secondary data has already been manipulated by human
beings. One of such sources is old and secondly they contain limited information as
well as they can be misleading and biased.
Sources of Primary Data: Sources for primary data are limited and at times it
becomes difficult to obtain data from primary source because of either scarcity of
population or lack of cooperation. Following are some of the sources of primary
data.
Experiments: Experiments require an artificial or natural setting in which to
perform logical study to collect data. Experiments are more suitable for medicine,
psychological studies, nutrition and for other scientific studies. In experiments
the experimenter has to keep control over the influence of any extraneous variable
on the results.
Survey: Survey is most commonly used method in social sciences, management,
marketing and psychology to some extent. Surveys can be conducted in different
methods.
Questionnaire: It is the most commonly used method in survey. Questionnaires are
a list of questions either open-ended or close-ended for which the respondents
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.
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Interview: Interview is a face-to-face conversation with the respondent. In
interview the main problem arises when the respondent deliberately hides
information otherwise it is an in depth source of information. The interviewer can
not only record the statements the interviewee speaks but he can observe the
body language, expressions and other reactions to the questions too. This enables
the interviewer to draw conclusions easily.
Observations: Observation can be done while letting the observing person know
that s/he is being observed or without letting him know. Observations can also be
made in natural settings as well as in artificially created environment.
Advantages of Using Primary Data
● The investigator collects data specific to the problem under study.
● There is no doubt about the quality of the data collected (for the investigator).
● If required, it may be possible to obtain additional data during the study period.
Disadvantages of Using Primary Data
1. The investigator has to contend with all the hassles of data collection-
• deciding why, what, how, when to collect;
• getting the data collected (personally or through others);
• getting funding and dealing with funding agencies;
• ethical considerations (consent, permissions, etc.).
2. Ensuring the data collected is of a high standard-
• all desired data is obtained accurately, and in the format it is required in;
• there is no fake/ cooked up data;
• unnecessary/ useless data has not been included.
• Cost of obtaining the data is often the major expense in studies.

SECONDARY DATA
Data collected from a source that has already been published in any form is called
as secondary data. The review of literature in any research is based on secondary
data. It is collected by someone else for some other purpose (but being utilized by
the investigator for another purpose). For examples, Census data being used to
analyze the impact of education on career choice and earning. Common sources of
secondary data for social science include censuses, organizational records and data
collected through qualitative methodologies or qualitative research. Secondary
data is essential, since it is impossible to conduct a new survey that can adequately
capture past change and/or developments.
Sources of Secondary Data: The following are some ways of collecting secondary data –
● Books
● Records
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● Biographies
● Newspapers
● Published censuses or other statistical data
● Data archives
● Internet articles
● Research articles by other researchers (journals)
● Databases, etc.
Importance of Secondary Data: Secondary data can be less valid but its
importance is still there. Sometimes it is difficult to obtain primary data; in these
cases getting information from secondary sources is easier and possible.
Sometimes primary data does not exist in such situation one has to confine the
research on secondary data. Sometimes primary data is present but the
respondents are not willing to reveal it in such case too secondary data can suffice.
For example, if the research is on the psychology of transsexuals first it is
difficult to find out transsexuals and second they may not be willing to give
information you want for your research, so you can collect data from books or
other published sources. A clear benefit of using secondary data is that much of
the background work needed has already been carried out. For example, literature
reviews, case studies might have been carried out, published texts and statistics
could have been already used elsewhere, media promotion and personal contacts
have also been utilized. This wealth of background work means that secondary data
generally have a pre-established degree of validity and reliability which need not
be re-examined by the researcher who is re-using such data. Furthermore,
secondary data can also be helpful in the research design of subsequent primary
research and can provide a baseline with which the collected primary data results
can be compared to. Therefore, it is always wise to begin any research activity with
a review of the secondary data.
Advantages of Using Secondary Data
● No hassles of data collection.
● It is less expensive.
● The investigator is not personally responsible for the quality of data (‘I didn’t do it’).
Disadvantages of Using Secondary Data
● The data collected by the third party may not be a reliable party so the reliability and
accuracy
of data go down.
● Data collected in one location may not be suitable for the other one due variable
environmental factor.
● With the passage of time the data becomes obsolete and very old.
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● Secondary data collected can distort the results of the research. For using
secondary data a special care is required to amend or modify for use.
● Secondary data can also raise issues of authenticity and copyright.
Keeping in view the advantages and disadvantages of sources of data requirement
of the research study and time factor, both sources of data i.e. primary and
secondary data have been selected. These are used in combination to give proper
coverage to the topic.

9.3 ISSUES TO BE CONSIDERED FOR DATA COLLECTION/ NORMS IN RESEARCH

There are several reasons why it is important to adhere to ethical norms in

research.
● First, norms promote the aims of research, such as knowledge, truth, and
avoidance of error. For example, prohibitions against fabricating, falsifying,
or misrepresenting research data promote the truth and avoid error.
● Second, since research often involves a great deal of cooperation and
coordination among many different people in different disciplines and
institutions, ethical standards promote the values that are essential to
collaborative work, such as trust, accountability, mutual respect, and
fairness. For example, many ethical norms in research, such as guidelines for
authorship, copyright and patenting policies, data sharing policies, and
confidentiality rules in peer review, are designed to protect intellectual
property interests while encouraging collaboration. Most researchers want to
receive credit for their contributions and do not want to have their ideas
stolen or disclosed prematurely.
● Third, many of the ethical norms help to ensure that researchers can be held
accountable to the public.
● Fourth, ethical norms in research also help to build public support for
research. People more likely to fund research project if they can trust the
quality and integrity of research.
● Fifth, many of the norms of research promote a variety of other important
moral and social values, such as social responsibility, human rights, animal
welfare, compliance with the law, and health and safety. Ethical lapses in
research can significantly harm human and animal subjects, students, and the
public. For example, a researcher who fabricates data in a clinical trial may
harm or even kill patients, and a researcher who fails to abide by regulations
and guidelines relating to radiation or biological safety may jeopardize his
health and safety or the health and safety of staff and students.
Given the importance of ethics for the conduct of research, it should come as no
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surprise that many different professional associations, government agencies, and
universities have adopted specific codes, rules, and policies relating to research
ethics. The following is a rough and general summary of some ethical principles that
various codes address -
Honesty: Strive for honesty in all scientific communications. Honestly report data,
results, methods and procedures, and publication status. Do not fabricate, falsify,
or misrepresent data. Do not deceive colleagues, granting agencies, or the public.
Objectivity: Strive to avoid bias in experimental design, data analysis, data
interpretation, peer review, personnel decisions, grant writing, expert testimony,
and other aspects of research where objectivity is expected or required. Avoid or
minimize bias or self-deception. Disclose personal or financial interests that may
affect research.
Integrity: Keep your promises and agreements; act with sincerity; strive for
consistency of thought and action.
Carefulness: Avoid careless errors and negligence; carefully and critically examine
your own work and the work of your peers. Keep good records of research
activities, such as data collection, research design, and correspondence with
agencies or journals.
Openness: Share data, results, ideas, tools, resources. Be open to criticism and new ideas.
Respect for Intellectual Property: Honor patents, copyrights, and other forms of
intellectual property. Do not use unpublished data, methods, or results without
permission. Give credit where credit is due. Give proper acknowledgement or credit
for all contributions to research. Never plagiarize.
Confidentiality: Protect confidential communications, such as papers or grants
submitted for publication, personnel records, trade or military secrets, and patient
records.
Responsible Publication: Publish in order to advance research and scholarship, not
to advance just your own career. Avoid wasteful and duplicative publication.
Responsible Mentoring: Help to educate, mentor, and advise students. Promote
their welfare and allow them to make their own decisions.
Respect for Colleagues: Respect your colleagues and treat them fairly.
Social Responsibility: Strive to promote social good and prevent or mitigate social
harms through research, public education, and advocacy.
Non-Discrimination: Avoid discrimination against colleagues or students on the
basis of sex, race, ethnicity, or other factors that are not related to their
scientific competence and integrity.
Competence: Maintain and improve your own professional competence and expertise
through lifelong education and learning; take steps to promote competence in
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science as a whole.
Legality: Know and obey relevant laws and institutional and governmental policies.
Animal Care: Show proper respect and care for animals when using them in
research. Do not conduct unnecessary or poorly designed animal experiments.
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Human Subjects Protection: When conducting research on human subjects,

minimize harms and risks and maximize benefits; respect human dignity, privacy,
and autonomy; take special precautions with vulnerable populations; and strive to
distribute the benefits and burdens of research fairly.
Training in research ethics should be able to help researchers grapple with ethical
dilemmas by introducing researchers to important concepts, tools, principles, and
methods that can be useful in resolving these dilemmas. In fact, the issues have
become so important for training in research.

9.4 METHODS OF PRIMARY DATA COLLECTION

In primary data collection, you collect the data yourself using qualitative and
quantitative methods. The key point here is that the data you collect is unique to
you and your research and, until you publish, no one else has access to it. There are
many methods of collecting primary data.
The main methods include –
❖ Questionnaires
❖ Interviews
❖ Focus Group Interviews
❖ Observation
❖ Survey
❖ Case-studies
❖ Diaries
❖ Activity Sampling Technique
❖ Memo Motion Study
❖ Process Analysis
❖ Link Analysis
❖ Time and Motion Study
❖ Experimental Method
❖ Statistical Method etc.
❖ Rating scales

9.4.1 QUESTIONNAIRE METHOD

‘Questionnaire’ is a commonly used and frequent tool for gathering a variety of

data. A questionnaire may include a series of questions for answer by an individual
or group, with the aim of obtaining relevant data on the topic of research. This
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could be self-administered or could be administered by an interviewer as
illustrated. Questionnaires have advantages over some other types of surveys in
that they are cheap, do not require as much effort from the questioner as verbal
or telephone surveys, and often have standardized answers that make it simple to
compile data. Questionnaires for instance include questions on –
• preferences (e.g. political party)
• behaviors (e.g. food consumption)
• facts (e.g. gender).
Questionnaires with questions that are aggregated into either a scale or index,
include for instance questions that measure -
• latent traits (e.g. personality traits such as extroversion)
• attitudes (e.g. towards immigration)
• an index (e.g. Social Economic Status).
Question Types: Usually, a questionnaire consists of a number of questions that the
respondent has to answer in a set format. A distinction is made between open-
ended and closed-ended questions.
● An open-ended question asks the respondent to formulate his/her own answer,
A respondent’s answer to an open-ended question is coded into a response scale
afterwards. An example of an open-ended question is a question where the
testee has to complete a sentence (sentence completion item).
● a closed-ended question has the respondent pick an answer from a given number
of options. The response options for a closed-ended question should be
exhaustive and mutually exclusive. Four types of response scales for closed-
ended questions are distinguished –
• Dichotomous, where the respondent has two options.
• Nominal-polytomous, where the respondent has more than two unordered
options.
• Ordinal-polytomous, where the respondent has more than two ordered options.
• Continuous (Bounded), where the respondent is presented with a continuous
scale.
Characteristics of a good questionnaire
A. Purpose: A good questionnaire must serve two purposes.
a. First, it must translate the objectives of an investigation into specific
questions, the answers to which will provide the data necessary to test
the hypotheses and explore the area defined by the objectives. Each
question should relate the corresponding objective so that the
response obtained can be analyzed and interpreted accordingly. The
research objectives and specifications of the data required must
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precede the construction of questionnaire.
b. Secondly, the questionnaire must motivate the respondents to
communicate the required information. It is essential to include a
courteous and carefully constructed covering letter to explain the
purpose and importance of the study. Easy-to-follow instructions to
record response and explanatory note where needed are always
helpful. The covering letter should assure the respondent that
delicate information will be held in strict confidence.
B. Language :The language of a good questionnaire should be concise and
directed towards producing uniformity of understanding among the
respondents. The vocabulary should be simple and within the easy grasp of
the least intelligent of the group under study. The syntax should be clear
and straightforward. Vague phrases and expressions should be avoided. The
length of the questions and statements used should be governed by a reliable
estimate of the respondent's comprehension level.
C. Arrangement of Questions: The arrangement or ordering of questions
should receive special attention. It should appear logical to the respondents.
The questions placed first in the questionnaire should be the easiest to
answer. ‘Interest-generating’ questions should be asked at the beginning. A
proper sequence of questions proceeds from the general to specific, from
simple to complex ones, from those that will create a favourable attitude to
those that may be somewhat delicate or sensitive.
D. Length of the Questionnaire: A questionnaire should not be longer than
necessary. The total number of questions must not be too large to tire or
bore the respondents. If too many questions are asked and the respondent
becomes tired, the questions at the end of the series may not be well
answered. If it is necessary to include a large number of questions, it is
advisable to have separate questionnaires.
E. Form of Response: The form in which the responses are recorded must be
integrated with the form of the questions. There should be no hesitation in
asking for responses in different forms in the same questionnaire, since it is
frequently found that one form is better than another for questions about
different aspects of the same subject. Questions requiring answers like
“Yes” or “No” are subject to least bias. These responses are easy to tabulate.
However, they do not always yield sufficient information on the subject
under study. In such cases, the use of multiple choice responses is desirable.
Questions that present multiple choices to the respondent are effective
when the choice are few and easy to follow.
F. Question Sequence: In general, questions should flow logically from one to
the next. To achieve the best response rates, questions should flow from the
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least sensitive to the most sensitive, from the factual and behavioral to the
attitudinal, and from the more general to the more specific. There typically
is a flow that should be followed when constructing a questionnaire in
regards to the order that the questions are asked. The order is as follows -
• Screens:screening method to find out early whether or not someone should
complete the questionnaire.
• Warm-ups: Warm-ups are simple to answer, help capture interest in the
survey, and may not even pertain to research objectives.
• Transitions: Transition questions are used to make different areas flow well
together.
• Skips:Skips include questions similar to ‘If yes, then answer question 3. If no,
then continue to question 5’.
• Difficult: Difficult questions are towards the end because the respondent is in
‘response mode’. lets the respondent know that they are almost done so they
are more willing to answer more difficult questions.
• Changing Formula: demographic question should be at the end because typically
they can feel like personal questions which will make respondents
uncomfortable and not willing to finish survey.

Basic Rules for Questionnaire Item Construction:

The basic rules are -

● Use statements which are interpreted in the same way by members of
different subpopulations of the population of interest.
● Use statements where persons that have different opinions or traits will give different
answers.
● Think of having an ‘open’ answer category after a list of possible answers.
● Use only one aspect of the construct you are interested in per item.
● Use positive statements and avoid negatives or double negatives.
● Do not make assumptions about the respondent.
● Use clear and comprehensible wording, easily understandable for all educational levels.
● Use correct spelling, grammar and punctuation.
● Avoid items that contain more than one question per item (e.g. Do you like
strawberries and potatoes?).
● Question should not be biased or even leading the participant towards an answer.

Questionnaire Administration Modes: Main modes of questionnaire administration are -

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● Face-to-face questionnaire administration, where an interviewer presents the items
orally.
● Paper-and-pencil questionnaire administration, where the items are presented on paper.
● Computerized questionnaire administration, where the items are presented on the
computer.
● Adaptive computerized questionnaire administration, where a selection of items
is presented on the computer, and based on the answers on those items, the
computer selects following items optimized for the testee’s estimated ability or
trait.
Advantages of Questionnaires:
● Large amounts of information can be collected from a large number of people in
a short period of time and in a relatively cost effective way.
● Can be carried out by the researcher or by any number of people with limited
affect to its validity and reliability.
● The results of the questionnaires can usually be quickly and easily quantified by
either a researcher or through the use of a software package.
● Can be analyzed more scientifically and objectively than other forms of research.
● When data has been quantified, it can be used to compare and contrast other
research and may be used to measure change.
● Positivists believe that quantitative data can be used to create new theories
and / or test existing hypotheses.
Disadvantages of Questionnaires:
● To be inadequate to understand some forms of information - i.e. changes of
emotions, behavior, feelings etc.
● Phenomenologists state that quantitative research is simply an artificial
creation by the researcher, as it is asking only a limited amount of information
without explanation.
● There is no way to tell how truthful a respondent is being.
● There is no way of telling how much thought a respondent has put in.
● The respondent may be forgetful or not thinking within the full context of the situation.
● People may read differently into each question and therefore reply based on
their own interpretation of the question - i.e. what is ‘good’ to someone may be
‘poor’ to someone else, therefore there is a level of subjectivity that is not
acknowledged.

9.4.2 INTERVIEWS METHOD

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Interviewing involves asking questions and getting answers from participants in a
study. Interviewing has a variety of forms including: individual, face-to-face
interviews and face-to-face group interviewing. The asking and answering of
questions can be mediated by the telephone or other electronic devices (e.g.
computers). Interviews can be –
A. Structured,
B. Semi-structure or
C. Unstructured.
Structured Interviews
Characteristics of the Structured Interview
● The interviewer asks each respondent the same series of questions.
● The questions are created prior to the interview, and often have a limited set
of response categories.
● There is generally little room for variation in responses and there are few open-
ended questions included in the interview guide.
● Questioning is standardized and the ordering and phrasing of the questions are
kept consistent from interview to interview.
● The interviewer plays a neutral role and acts casual and friendly, but does not
insert his or her opinion in the interview.
● Self-administered questionnaires are a type of structured interview.

Semi-structured Interviews
Characteristics of Semi-structured Interviews
● The interviewer and respondents engage in a formal interview.
● The interviewer develops and uses an ‘interview guide’. This is a list of questions
and topics that need to be covered during the conversation, usually in a
particular order.
● The interviewer follows the guide, but is able to follow topical trajectories in
the conversation that may stray from the guide when s/he feels this is
appropriate.
Unstructured Interviews
Characteristics of Unstructured Interviews
● The interviewer and respondents engage in a formal interview in that they have
a scheduled time to sit and speak with each other and both parties recognize
this to be an interview.
● The interviewer has a clear plan in mind regarding the focus and goal of the
interview. This guides the discussion.
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● There is not a structured interview guide. Instead, the interviewer builds
rapport with respondents, getting respondents to open-up and express
themselves in their own way.
● Questions tend to be open-ended and express little control over informants’ responses.
● Ethnographic, in depth interviews are unstructured. Fontana and Frey (1994)
identify three types of in depth, ethnographic unstructured interviews – oral
history, creative interviews and postmodern interviews.
Informal Interviewing
Characteristics of Informal interviewing
● The interviewer talks with people in the field informally, without use of a
structured interview guide of any kind.
● The researcher tries to remember his/her conversations with informants, and
uses jottings or brief notes taken in the field to help in the recall and writing
of notes from experiences in the field.
● Informal interviewing goes hand-in-hand with participant observation.
● While in the field as an observer, informal interviews are casual conversations
one might have with the people the researcher is observing.

Advantages
● Possibly the greatest advantage of interviewing is the depth of detail from the
interviewee.
● Interviewing participants can paint a picture of what happened in a specific event,
tell us their perspective of such event, as well as give other social cues. Social cues,
such as voice, intonation, body language etc.
● the interviewee can give the interviewer a lot of extra information that can be
added to the verbal answer of the interviewee on a question.
● This level of detailed description, whether it be verbal or nonverbal, can show an
otherwise hidden interrelatedness between emotions, people, objects unlike many
quantitative methods of research. In addition, interviewing has a unique
● Researchers can tailor the questions they ask to the respondent in order to get
rich, full stories and the information they need for their project.
● They can make it clear to the respondent when they need more examples or
explanations.
● Not only can researchers also learn about specific events, they can also gain insight
into people’s interior experiences,
disadvantages.
● First, there can be complications with the planning of the interview. Not only is
recruiting people for interviews hard, due to the typically personal nature of the
 Chapter - 9 Methods of Data Collection
interview, planning where to meet them and when can be difficult. Participants can
cancel or change the meeting place at the last minute.
● During the actual interview, a possible weakness is missing some information. This
can arise from the immense multitasking that the interviewer must do. Not only do
they have to make the respondent feel very comfortable, they have to keep as
much eye contact as possible, write down as much as they can, and think of follow
up questions.
● After the interview, the process of coding begins and with this comes its own set
of disadvantages. also become expensive.
● the nature of qualitative research itself, doesn’t lend itself very well to
quantitative analysis. Some researchers report more missing data in interview
research than survey research, therefore it can be difficult to compare
populations.

9.4.6 OBSERVATIONAL METHOD

Observation is a fundamental way of finding out about the world around us. As
human beings, we are very well equipped to pick up detailed information about our
environment through our senses. However, as a method of data collection for
research purposes, observation is more than just looking or listening. Research,
simply defined, is ‘systematic enquiry made public’ (Stenhouse, 1975).
● Firstly, in order to become systematic, observation must in some way be
selective. We are constantly bombarded by huge amounts of sensory
information. Human beings are good at selectively attending to what is
perceived as most useful to us. Observation harnesses this ability;
systematic observation entails careful planning of what we want to observe.
● Secondly, in order to make observation ‘public’, what we see or hear has to be
recorded in some way to allow the information to be analysed and
interpreted. Observation is a systematic data collection approach.
Researchers use all of their senses to examine people in natural settings or
naturally occurring situations.
Observation of a field setting involves -
● prolonged engagement in a setting or social situation;

● clearly expressed, self-conscious notations of how observing is done;

● methodical and tactical improvisation in order to develop a full understanding of

the setting of interest;
● imparting attention in ways that is in some sense ‘standardized’;

● recording one’s observations.

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Use of Observational Method
There are a variety of reasons for collecting observational data. Some of these reasons
include -
● When the nature of the research question to be answered is focused on
answering a how- or what-type question.
● When the topic is relatively unexplored and little is known to explain the
behavior of people in a particular setting.
● When understanding the meaning of a setting in a detailed way is valuable.

● When it is important to study a phenomenon in its natural setting.

● When self-report data (asking people what they do) is likely to be different
from actual behavior (what people actually do).
● When implementing an intervention in a natural setting,
Classification of Observational Method Observational methods can be classified
as follows –
Casual and Scientific Observation: An observation can be sometimes casual in
nature or sometimes it may act scientifically. An observation with a casual
approach involves observing the right thing at the right place and also at the right
time by a matter of chance or by luck whereas a scientific observation involves the
use of the tools of the measurement, but a very important point to be kept in mind
here is that all the observations are not scientific in nature.
Natural Observation: Natural observation involves observing the behaviour in a
normal setting and in this type of observation, no efforts are made to bring any
type of change in the behavior of the observed. Improvement in the collection of
the information and improvement in the environment of making an observation can
be done with the help of natural observations.
Subjective and Objective Observation: All the observations consist of the two
main components, the subject and the object. The subject refers to the observer
whereas the object refers to the activity or any type of operation that is being
observed. Subjective observation involves the observation of the one’s own
immediate experience whereas the observations involving observer as an entity
apart from the thing being observed, are referred to as the objective observation.
Objective observation is also called as the retrospection.
Direct and Indirect Observation: With the help of the direct method of
observation, one comes to know how the observer is physically present in which
type of situation is he present and then this type of observation monitors what
takes place. Indirect method of observation involves studies of mechanical
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recording or the recording by some of the other means like photographic or
electronic. Direct observation is relatively more straight forward as compared to
the indirect observation.
Participant and Non Participant Observation: Participation by the observers with
the various types of operations of the group under study refers to the participant
type of observation. In participant observation, the degree of the participation is
largely affected by the nature of the study and it also depends on the type of the
situation and also on its demands. But in the non participant type of observation, no
participation of the observer in the activities of the group takes place and also
there occurs no relationship between the researcher and the group.
Undisguised and Disguised Participation: Undisguised participant observation is
often used to understand the culture and behavior of groups of individuals.
Disguised participant observation is often used when researchers believe
individuals would change their behavior if they knew it was being recorded.
Structured and Unstructured Observation: Structured observation works
according to a plan and involves specific information of the units that are to be
observed and also about the information that is to be recorded. Involves he use of
special instruments for the purpose of data collection. But in the case of the
unstructured observation, observer has the freedom to note down what s/he feels
is correct and relevant to the point of study and also this approach of observation
is very suitable in the case of exploratory research.
● Structured observations are set up to record behaviors that may be difficult
to observe using naturalistic observation. Clinical and developmental
psychologists often use structured observations. Problems in interpreting
structured observations can occur when the same observation procedures
are not followed across observations or observers, or when important
variables are not controlled. Structured observation is more likely to be
carried out by those operating from a ‘positivist’ perspective, or who at least
believe it is possible to clearly define and quantify behaviors.
● Unstructured observation is more likely to be carried out by those operating
from an ‘interpretive’ or ‘critical’ perspective where the focus is on
understanding the meanings participants, in the contexts observed, attribute
to events and actions. Positivist and critical researchers are likely to be
operating from a ‘realist’ perspective, namely that there is a ‘real world’ with
‘real impact’ on people’s lives and this can best be studied by looking at social
settings directly.
Controlled and Un-controlled Observation: Controlled observations are the
observations made under the influence of some of the external forces and such
observations rarely lead to improvement in the precision of the research results.
But these observations can be very effective in the working if these are made to
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work in the coordination with mechanical synchronizing devices, film recording etc.
Un-controlled observations are made in the natural environment and reverse to the
controlled observation these observations involve no influence or guidance of any
type of external force.
Covert and Overt Observation: Covert observations are when the researcher
pretends to be an ordinary member of the group and observes in secret. There
could be ethical problems or deception and consent with this particular method of
observation. Overt observations are when the researcher tells the group s/he is
conducting research (i.e. they know they are being observed).

Type of Advantages Disadvantages

Obser-
vational
Method
Naturalistic ● Particularly good for ● Ethics: Where research
Observation observing is undisclosed consent
specific subjects. will not be obtained,
● Provides ecologically valid where consent is not
recordings of natural behavior. obtained - details may
● Spontaneous behaviors are be used which infringe
more likely to confidentiality.
happen.
Structured ● Allows control of extraneous ● The implementation of
Observation variables. controls may have an
● Reliability of results can be effect on behavior.
tested by repeating the study. ● Lack of ecological
● Provides a safe validity.
environment to ● Observer effect.
study ● Observer bias.
contentious concepts such as
infant attachment.
Unstructure ● Gives a broad overview of a ● Only really appropriate
d situation. as a ‘first step’ to give
Observation ● Useful where an overview of a
situation/subject matter to be situation /
studied is unclear. concept / idea.
Participant ● Gives an ‘insiders’ view. ● Observer effect.
Observation ● Behaviors are less prone to ● Possible lack of
misinterpretation because objectivity on the part
researcher was a participant. of the observer.
 Chapter - 9 Methods of Data Collection
● Opportunity for researcher
to become an
‘accepted’ part of the
environment.
Non- ● Avoidance of observer effect ● Observer is detached
Participant from situation
Observation so relies on their
perception which may be
inaccurate

Recording Behavior in Observational Method

The goals of observational research determine whether researchers seek a
comprehensive description of behavior record or a description of only selected
behaviors. How the results of a study are ultimately summarized, analyzed, and
reported depends on how behavioral observations are initially recorded.
● Fieldnotes: Participant observers may use multiple methods to gather data. One
primary approach involves writing fieldnotes. There are several guides for learning
how to prepare fieldnotes -
● Researchers may be interested in creating or using a template to guide a
researchers’ observations.
● Templates or observational coding sheets can be useful when data is collected
by inexperienced observers.
● Templates or observational coding sheets should only be developed after
observation in the field that is not inhibited by such a template.
● Theories and concepts can be driven by templates and result in focused data collection.

● Templates can deflect attention from unnamed categories, unimagined and

unanticipated activities that can be very important to understanding a
phenomenon and a setting.
● Qualitative Records of Behavior: Observation can provide rich qualitative data,
sometimes described as ‘thick description’ (Geertz, 1973), for example, where the
relevant phenomena have been carefully observed and detailed field notes have
been recorded. Typically, the researcher would not approach the observation with
pre-determined categories or questions in mind. Because of this openness,
observation in qualitative research is often referred to as unstructured.
● Quantitative Measures of Behavior: Researchers often obtain quantitative
measures such as frequency or duration of occurrence when they seek to describe
specific behaviors or events. Quantitative measures of behavior use one of the
four levels of measurement scales: nominal, ordinal, interval, and ratio. The term
 Chapter - 9 Methods of Data Collection
‘systematic’ observation is usually associated with observation undertaken from the
perspective of quantitative research where the purpose is to provide reliable,
quantifiable data. This usually involves the use of some kind of formal, structured
observation instrument or schedule. The observation method being used will clearly
identify - the variables to be observed, perhaps by means of some kind of
behavioral checklist; who or what will be observed; how the observation is to be
conducted; and when and where the observations will take place.
Analysis of Observational Data
● Data Reduction: Observational data are summarized through the process of data
reduction. Researchers quantify the data in narrative records by coding behaviors
according to specified criteria, for example, by categorizing behaviors. Data are
summarized using descriptive measures such as frequency counts, means, and
standard deviations.
● Observer Reliability: Inter-observer reliability refers to the extent to which
independent observers agree in their observations. Inter-observer reliability is
increased by providing clear definitions about behaviors and events to be recorded,
by training observers, and by providing feedback about discrepancies. High inter-
observer reliability increases researchers' confidence that observations about
behavior are accurate (valid). Inter-observer reliability is assessed by calculating
percentage of agreement or correlations, depending on how the behaviors were
measured and recorded.
● Influence of the Observer: If individuals change their behavior when they know
they are being observed (reactivity), their behavior may no longer be
representative of their normal behavior. Research participants may respond to
demand characteristics in the research situation to guide their behavior. Methods
to control reactivity include unobtrusive (non-reactive) measurement, adaptation
(habituation, desensitization), and indirect observations of behavior. Researchers
must consider ethical issues when attempting to control reactivity.
● Observer Bias: Observer bias occurs when observers’ biases determine which
behaviors they choose to observe and when observers’ expectations about behavior
lead to systematic errors in identifying and recording behavior. Expectancy effects
can occur when observers are aware of hypotheses for the outcome of the study or
the outcome of previous studies. The first step in controlling observer bias is to
recognize that it may be present. Observer bias may be reduced by keeping
observers unaware (blind) of the goals and hypotheses of the study.

Advantages and Disadvantages of Observational Method

What and how you observe depends very much on your subject of study.
Researchers who prefer more security from the beginning might consider
systematic observation. This involves using an observation schedule whereby
 Chapter - 9 Methods of Data Collection
teacher and/or pupil behavior is coded according to certain predetermined
categories at regular intervals.
The strengths of systematic observation are –
● It is relatively free of observer bias.

● It can establish frequencies, and is strong on objective measures which involve

low inference on the part of the observer.
● Reliability can be strong. Where teams of researchers have used this approach,
80% reliability has been established among them.
● Generalisability. Once you have devised your instrument, large samples can be covered.

● It is precise. There is no ‘hanging around’ or ‘muddling through’.

● It provides a structure for the research.

The weaknesses are –
● There is a measure of unreliability. Qualitative material might be misrepresented
through the
use of measurement techniques.
● Much of the interaction is missed.

● It usually ignores the temporal and spatial context in which the data is collected.

● It is not good for generating fresh insights.

● The pre-specification of categories predetermines what is to be discovered and

allows only partial description.
● It ignores process, flux, development, and change.

9.4.7 SURVEY METHOD

● Survey research is often used to assess thoughts, opinions, and feelings. Survey
research can be specific and limited, or it can have more global, widespread goals.
Today, survey research is used by a variety of different groups. Psychologists and
sociologists often use survey research to analyze behavior, while it is also used to
meet the more pragmatic needs of the media, such as, in evaluating political
candidates, public health officials, professional organizations, and advertising and
marketing directors.
● A survey consists of a predetermined set of questions that is given to a sample.
With a representative sample, that is, one that is representative of the larger
population of interest, one can describe the attitudes of the population from which
 Chapter - 9 Methods of Data Collection
the sample was drawn. Further, one can compare the attitudes of different
populations as well as look for changes in attitudes over time. A good sample
selection is key as it allows one to generalize the findings from the sample to the
population, which is the whole purpose of survey research.
● Surveys provide a means of measuring a population’s characteristics, self-reported
and observed behavior, awareness of programs, attitudes or opinions, and needs.
Repeating surveys at regular intervals can assist in the measurement of changes
over time.
● Careful attention must be given to the design of the survey. If possible the use of
an already designed and validated survey instrument will ensure that the data being
collected is accurate. Questions within the survey can be asked in several ways and
include: closed questions, open-ended and scaled questions, and multiple choice
questions.
○ Closed questions are usually in the format of yes/no or true/false options.
○ Open-ended questions on the other hand leave the answer entirely up to the
respondent and therefore provide a greater range of responses.
○ scales is useful when assessing participants’ attitudes.
○ A multiple choice question may ask respondents to indicate their favorite
topic covered in the program, or most preferred activity.
○ Other considerations when developing a survey instrument include - question
sequence, layout and appearance, length, language, and an introduction and
cover letter. Sensitive questions should be placed near the end of a survey
rather than at the beginning.
Survey Process
The following is an outline of the general process to be followed once the need for
a survey has been determined. Some steps will not be necessary in all cases and
some processes can be carried out at the same time (for example, data collection
and preparation for data entry and processing). evaluation and modification before
a satisfactory solution is reached. The entire process should be planned ahead,
including all critical dates. The time required from initial planning to the completion
of a report or publication may vary from several weeks to several months according
to the size and type of survey. Key steps in the survey process include –
Planning and Designing
1. Define the purpose, objectives and the output required. Experience has shown
that well-defined output requirements at the outset minimize the risk of the
survey producing invalid results.
2. Design collection methodology and sample selection method.
3. Develop survey procedures. Design and print test questionnaires and any other
documentation (for example, instructions for interviewers and introductory
letters).
Chapter - 9 Methods of Data Collection
Testing and Modifying
4. Pilot test all aspects of the survey if possible. As a minimum, a small-scale pre-
test of questionnaires can reveal problems with question wording, layout,
understanding or respondent reaction.
5. Analyze test results (completed questionnaires, response/consent rate etc).
Obtain feedback from respondents and/or interviewers.
6. Modify procedures, questionnaires and documentation according to test evaluation.
7. Repeat steps 1–6 if necessary.
Conducting the Survey
8. Finalize procedures, questionnaires and documentation.
9. Select sample.
10. Train interviewers (if interviewer-based).
11. Conduct the survey (that is, mail out questionnaires or commence interviewing)
including follow- up of refusals and non-contacts, supervision and checks of
interviewers’ work.
Processing and Analyzing
12. Prepare data entry, estimation and tabulation systems.
13. Code, enter and edit data.
14. Process data - calculate population estimates and standard errors, prepare tables.
15. Prepare report of survey results.
16. Prepare technical report. Evaluate and document all aspects of the survey for
use when designing future surveys.
Data Collection Method in Survey
Commonly used methods for collecting quantitative data include telephone and
face-to-face interviews, self-completion questionnaires (such as mail, email, web-
based or SMS) or combinations of these. Each has advantages and disadvantages in
terms of the cost, time, response/consent rate and the type of information that
can be collected.
Self-completion Surveys via mail, email, the internet or SMS are generally the
least expensive.
Internet and email-based surveys are commonly used for surveying clients or staff
within organizations and allow more complex questionnaires to be used than mail
surveys do.
Interviewer-based Surveys such as face-to-face or telephone surveys generally
allow more data to be gathered than self-completion surveys and can include the
use of more complex questionnaires. Interviewers can reduce non-response by
answering respondents’ queries or concerns. They can often pick up and resolve
respondent errors.
Chapter - 9 Methods of Data Collection
● Face-to-face surveys are usually more expensive than other methodologies.
approach is unsuitable for sensitive topics.
● Poor interviewers can introduce additional errors.
● Telephone surveys are generally cheaper and quicker However, non-response
may be higher and it is harder for interviewers to prove their identity,
assure confidentiality and establish rapport.
Computer Assisted Telephone Interviewing (CATI) is a particular type of telephone
survey technique that helps to resolve some of the limitations of general
telephone-based surveying. With CATI, interviewers use a computer terminal. The
questions appear on the computer screen and the interviewers enter responses
directly into the computer. For general population surveys, such lists can lead to
biased results.
Combinations of Collection Methods such as interviewers dropping off a
questionnaire to be mailed back or returning to pick it up, a mail survey with
telephone follow-up, or an initial telephone call to obtain cooperation or name of a
suitable respondent followed by a mail survey – are sometimes used to obtain higher
response/consent rates to a survey.
Sources of Error
Source of Examples Strategies to minimize error
error
Planning and Inadequate definitions of Ensure all concepts, terms and populations
interpretati concepts, terms are defined precisely
on or populations. through consultation between data users
and survey designers.
Sample Inadequate list from Check list for accuracy, duplicates and
selection which sample is missing units; use
selected; biased sample appropriate selection procedures.
selection.
Survey Inappropriate method Choose an appropriate method and test
methods (e.g., mail survey for a thoroughly.
very complicated topic).
Questionnai Loaded, misleading or Use plain English, clear questions and
re ambiguous questions, logical layout; test
poor layout or sequencing. thoroughly.
Interviewer Leading respondents, Provide clear interviewer instructions and
s making assumptions, appropriate training,
misunderstanding or including exercises and field supervision.
misreporting answers.
Respondents Refusals, memory Promote survey through public media;
problems, rounding ensure confidentiality; if interviewer-
answers, protecting based, use well-trained, impartial
 Chapter - 9 Methods of Data Collection
personal interests or interviewers and probing techniques; if
integrity. mail-based, use a well-written
introductory letter.
Processing Errors in data entry, Adequately train and supervise processing
coding or editing. staff; check a sample
of each person’s work.
Estimation Incorrect weighting, Ensure that skilled statisticians undertake
errors in calculation of estimation.
estimates.

9.4.8 CASE STUDY METHOD

● Case studies are in-depth investigations of a single person, group, event or

community. Typically data are gathered from a variety of sources and by using
several different methods (e.g. observations & interviews).
● The case study research method originated in clinical medicine (the case history,
i.e. the patient’s personal history). The case study method often involves simply
observing what happens to, or reconstructing ‘the case history’ of a single
participant or group of individuals (such as a school class or a specific social group),
i.e. the idiographic approach.
● Case studies allow a researcher to investigate a topic in far more detail than might
be possible if they were trying to deal with a large number of research participants
(nomothetic approach) with the aim of ‘averaging’.
● The case study is not itself a research method, but researchers select methods of
data collection and analysis that will generate material suitable for case studies
such as qualitative techniques (unstructured interviews, participant observation,
diaries), personal notes (e.g. letters, photographs, notes) or official document (e.g.
case notes, clinical notes, appraisal reports).
● Case studies are widely used in psychology and amongst the best known were the
ones carried out by Sigmund Freud. He conducted very detailed investigations into
the private lives of his patients in an attempt to both understand and help them
overcome their illnesses. Freud’s most famous case studies include ‘Little Hans’
(1909a) and ‘The Rat Man’ (1909b).
● In a case study, nearly every aspect of the subject’s life and history is analyzed to
seek patterns and causes for behavior. The hope is that learning gained from
studying one case can be generalized to many others. Unfortunately, case studies
tend to be highly subjective and it is difficult to generalize results to a larger
population.

Methods of case study

Chapter - 9 Methods of Data Collection
Direct Observation: This strategy involves observing the subject, often in a natural
setting. While an individual observer is sometimes used, it is more common to
utilize a group of observers.
Interviews: One of the most important methods for gathering information in case
studies. An interview can involve structured survey-type questions, or more open-
ended questions.
Documents: Letters, newspaper articles, administrative records, etc.
Archival Records: Census records, survey records, name lists, etc.
Physical Artifacts: Tools, objects, instruments and other artifacts often observed
during a direct observation of the subject.
Participant Observation: Involves the researcher actually serving as a participant
in events and observing the actions and outcomes.
Category of Case Study
There are several categories of case study.
Prospective: A type of case study in which an individual or group of people is
observed in order to determine outcomes. For example, a group of individuals might
be watched over an extended period of time to observe the progression of a
particular disease.
Retrospective: A type of case study that involves looking at historical information.
For example, researchers might start with an outcome, such as a disease, and then
backwards at information about the individuals life to determine risk factors that
may have contributed to the onset of the illness.
Explanatory: Explanatory case studies examine the data closely both at a surface
and deep level in order to explain the phenomena in the data. On the basis of the
data, the researcher may then form a theory and set to test this theory.
Exploratory: A case study that is sometimes used as a prelude to further, more in-
depth research. This allows researchers to gather more information before
developing their research questions Descriptive: Descriptive case studies set to
describe the natural phenomena which occur within the data in question. The goal
set by the researcher is to describe the data as they occur.
Intrinsic: A type of case study in which the researcher has a personal interest in
the case.
Collective: Involves studying a group of cases.
Instrumental: Occurs when the individual or group allows researchers to
understand more than what is initially obvious to observers.
Procedure of Case Study Method
In short, for the case study, the researchers recommend the above procedures in study –
● Design the case study protocol
Chapter - 9 Methods of Data Collection
⮚ Determine the required skills
⮚ Develop and review the protocol
● Conduct the case study
⮚ Prepare for data collection
⮚ Distribute questionnaire
⮚ Conduct interview
● Analyze case study evidence
⮚ Analytic strategy
● Develop conclusions, recommendations, and implications based on the evidence.
Advantages and Disadvantages of Case Studies
Merits of case study method can be described briefly as follows -
❖ The case study helps to study and understand the human nature and conducts

very intensively. As a result, any researcher can formulate a valid hypothesis.

❖ Any researcher can get actual and exemplary records of experience that may

be useful as guidelines to others life as this method carries out intensive study
of all aspects of a unit or a problem selected for research.
❖ This case study method is very useful in sampling as it efficiently and orderly

classifies the units selected for research based on data and information so
collected.
❖ Under the case study, any researcher can undertake one or more research

method(s) under the existing circumstances. S/he can use various methods as
interviews, questionnaires, report, sampling and similar other methods.
❖ As this method emphasizes historical analysis, this method is taken as a means

of knowing and understanding the past life of a social unit. That is why; it can
suggest the possible measures to be taken for having improvements in present
life by the lesson of past life. In other words, it is said that the old is gold and
morning show the day.
❖ Under this case study method, any researcher can find out new helpful things

as it holds perfect study of sociological materials that can represent real image
of experience.
❖ Under this case study method, any research may increase his/her analytical

ability and skill of the study of practical experiences.

❖ This method makes possible the study, to bring positive changes in the society.

As this method holds overall study of life of a social unit, the researcher can
know and understand the changes occurred in our society and can suggest to
make corrections in human behavior for the welfare, as well.
❖ As this case study method holds study of all aspects of a social unit, terms of

past, present and future time, it gives the matured knowledge that could also
Chapter - 9 Methods of Data Collection
be useful to his/her personal and public life.
❖ This case study method is also taken as indispensable and significant as regards
to taking decision on many management issues. Case data are also very useful
for diagnosis and thereby of practical case issues. It can be taken as an
example to be followed in future.
demerits of the case study method can be described as follows –
● This case study method is a very vague process. There is no mechanism to
control researcher. Generalization is almost impossible to a larger similar
population.
● Under this case study method, letters and other documents can be used. A
write up is generally prepared to impress and give undue influence to personal
matters. It always depends on the personal feeling and thought. As a result, the
study of the researcher may be worthless and meaningless by virtue of possible
occurrence of distortion.
● Under this case study method, there is no limitation of study. The researcher
always finds difficulties in deciding when s/he should stop to collect data for
his/her study. He/she may find all things to be pertinent.
● This case study method is always based on several assumptions. However,
sometimes, they may not be realistic. Under such circumstances, such data
should be tested.
● Under this case study method, the result is drawn up on the basis of all post
experiences. Collection of much data and information may lead to confusion to
find out pertinent and specific information.
● This case study method is based on comparison with the post life. However,
human value, attitude, behavior, reactions, circumstance are very wide and
differ with each other. It is difficult to compare from one another.
● This case study method always collects post information and data of the
society. However, there is no system of checking. Difficult to replicate.
● This case study method is time consuming, expensive and complex.

9.4.16 EXPERIMENTAL METHOD

The prime method of inquiry in science is the experiment. The key features are
control over variables, careful measurement, and establishing cause and effect
relationships. An experiment is an investigation in which a hypothesis is
scientifically tested. In an experiment, an independent variable (the cause) is
manipulated and the dependent variable (the effect) is measured; any extraneous
variables are controlled. An advantage is that experiments should be objective.
The views and opinions of the researcher should not affect the results of a study.
This is good as it makes the data more valid, and less bias.
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There are three types of experiments need to know –
1. Laboratory / Controlled Experiments: This type of experiment is conducted in a
well-controlled environment – not necessarily a laboratory – and therefore
accurate measurements are possible. The researcher decides where the
experiment will take place, at what time, with which participants, in what
circumstances and using a standardized procedure. Participants are randomly
allocated to each independent variable group.
Strength: It is easier to replicate (i.e. copy) a laboratory experiment. This is
because a standardized procedure is used. They allow for precise control of
extraneous and independent variables. This allows a cause and effect
relationship to be established.
Limitation: The artificiality of the setting may produce unnatural behavior that
does not reflect real life, i.e. low ecological validity. This means it would not be
possible to generalize the findings to a real life setting. Demand characteristics
or experimenter effects may bias the results and become confounding
variables.
2. Field Experiments: Field experiments are done in the everyday (i.e. real life)
environment of the participants. The experimenter still manipulates the
independent variable, but in a real-life setting (so cannot really control
extraneous variables).
Strength: Behavior in a field experiment is more likely to reflect real life
because of its natural setting, i.e. higher ecological validity than a lab
experiment. There is less likelihood of demand characteristics affecting the
results, as participants may not know they are being studied. This occurs when
the study is covert.
Limitation: There is less control over extraneous variables that might bias the
results. This makes it difficult for another researcher to replicate the study in
exactly the same way.
3. Natural Experiments: Natural experiments are conducted in the everyday (i.e.
real life) environment of the participants, but here the experimenter has no
control over the IV as it occurs naturally in real life.
Strength: Behavior in a natural experiment is more likely to reflect real life
because of its natural setting, i.e. very high ecological validity. There is less
likelihood of demand characteristics affecting the results, as participants may
not know they are being studied. Can be used in situations in which it would be
ethically unacceptable to manipulate the independent variable, e.g. researching
stress.
Limitation: They may be more expensive and time consuming than lab
experiments. There is no control over extraneous variables that might bias the
results. This makes it difficult for another researcher to replicate the study in
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exactly the same way.
Experiment Terminology
❖ Ecological validity: The degree to which an investigation represents real-life
experiences.
❖ Experimenter effects: These are the ways that the experimenter can
accidentally influence the participant through their appearance or behavior.
❖ Demand characteristics: The clues in an experiment that lead the participants
to think they know what the researcher is looking for (e.g. experimenter’s body
language).
❖ Independent variable (IV): Variable the experimenter manipulates (i.e. changes)
– assumed to have a direct effect on the dependent variable.
❖ Dependent variable (DV): Variable the experimenter measures.
❖ Extraneous variables (EV): Variables, which are not the independent variable,
but could affect the results (DV) of the experiment. EVs should be controlled
where possible.
❖ Confounding variables: Variable(s) that have affected the results (DV), apart
from the IV. A confounding variable could be an extraneous variable that has
not been controlled.
Research Biases
We have got a hypothesis which is the first step in doing an experiment. Before we
can continue, we need to be aware of some aspects of research that can
contaminate our results. In other words, what could get in the way of our results in
this study being accurate. These aspects are called research biases, and there are
basically three main biases we need to be concerned with.
● Selection Bias – occurs when differences between groups are present at the
beginning of the experiment.
● Placebo Effect – involves the influencing of performance due to the subject’s
belief about the results. In other words, if I believe the new medication will
help me feel better, I may feel better even if the new medication is only a
sugar pill. This demonstrates the power of the mind to change a person’s
perceptions of reality.
● Experimenter Bias – the same way a person’s belief’s can influence his/her
perception, so can the belief of the experimenter. If I’m doing an experiment,
and really believe my treatment works, or I really want the treatment to work
because it will mean big bucks for me, I might behave in a manner that will
influence the subject.
Controlling for Biases
After carefully reviewing our study and determining what might effect our results
that are not part of the experiment, we need to control for these biases. To
 Chapter - 9 Methods of Data Collection
control for selection bias, most experiments use what’s called ‘Random Assignment’,
which means assigning the subjects to each group based on chance rather than
human decision. To control for the placebo effect, subjects are often not informed
of the purpose of the experiment. This is called a ‘Blind’ study, because the
subjects are blind to the expected results. To control for experimenter biases, we
can utilize a ‘Double-Blind’ study, which means that both the experimenter and the
subjects are blind to the purpose and anticipated results of the study. We have
our hypothesis, and we know what our subject pool is, the next thing we have to do
is standardize the experiment. Standardization refers to a specific set of
instructions. The reason we want the experiment to be standardized is twofold.
First, we want to make sure all subjects are given the same instructions, presented
with the experiment in the same manner, and that all of the data is collected
exactly the same or all subjects. Second, single experiments cannot typically stand
on their own. To really show that are results are valid, experiments need to be
replicated by other experimenters with different subjects. To do this, the
experimenters need to know exactly what we did so they can replicate it.

Rating scale
‘Rating’ is a term applied to an expression of opinion or judgment regarding some
situation, object, character, or an attribute. In order terms, rating is the
evaluation, assessment of something, in terms of quality, quantity or some
contribution of both or ‘Rating scale’ refers to a ‘scale’ with a set of points which
describe varying degrees of an attribute under investigation. Figure 7.2 illustrates
the concept of rating.
Rating scales are broadly classified into five categories:
1. numerical scales,
2. graphic scales,
3. Descriptive Scale,
4. rating by cumulative points, and
5. forced choice ratings

1. Numerical Scales
In a typical numerical scale, a sequence of defined numbers is supplied to the rater
or the observer. He/she assigns to each stimulus to be rated, an appropriate
number in line with these definitions or descriptions of the event or the stimulus.
For example, the following scale may be used in obtaining ratings of the affective
values of sensory testing of food products with individuals.
a. Most pleasant imaginable
b. Most pleasant
c. Extremely pleasant
 Chapter - 9 Methods of Data Collection
d. Moderately pleasant
e. Mildly pleasant
f. Indifferent
g. Mildly unpleasant
h. Moderately unpleasant
i. Extremely unpleasant
j. Most unpleasant
k. Most unpleasant imaginable
The use of negative numbers is not favoured as those observers or raters
who are not well versed in Algebra find it difficult to manage negative
members. Numerical rating scales are the easiest to be constructed. They
are also the simplest in terms of handling the results. However, numerical
scales have the limitations of biases.
2. Graphic scale: The graphic scale is the most popular and the most widely used type
of rating scale. In this scale a straight line is shown, vertically or horizontally, with
various clues to Example: How rather laborious.
How effective was’ the nutrition education session?

Very Slightly Average Slightly Very

Effective Effective Ineffective Ineffective

There are many advantages in graphic scales. They are simple and
easy to administer. Such scales are interesting to the rater and
require little added motivation. However, scoring in the case of
some formats of gra'phics scale is difficult

3. Descriptive Scale
Descriptive Scale-In such a scale, the trait described in words is to be tick marked
as in the blank space left before the statements concerning that trait. For
example- Is this patient physically active ?
-Lazy
-active
-Over active.
-Lazy and Passive.
4. Rating by Curriulated Points
Rating by Cumulative Points-In this method, scores are given after assessing a
person's traits. On the basis of cumulation of the obtained scores, some decision is
taken about a person.
5. Forced Choice Ratings:
A forced-choice scale forces participants to select an option from the given
 Chapter - 9 Methods of Data Collection
choices. Also known as forced choice scale question, it does not have options that
let the respondents skip the question without submitting their concrete opinion.

(a) He is an effective teacher,

(b) He has developed rapport with pupils.

(c) He studies regularly.

(d) He comes to the level of the pupils.

Uses of Rating Scales

The uses of rating scales include:
i) Rating methods consume much less time than other methods of scaling like ‘pair
comparison’ and ‘rank ordering’.
ii) Rating scales can be used with large numbers of stimuli to a rater at a time.
iii) Rating scales can be used with raters who have very little training for the purpose.
iv) Rating methods can be used with large numbers of stimuli.
v) Rating scales have much wider range of application and can be used for service ratings,
personality ratings, etc.
Limitations of Rating Scales
Rating scales have several limitations
a. These scales are subjective.
b. They lack reliability.
c. In making decisions with the help of rating scales, no one works hard.
d. It is very difficult to assess the inferiority complexes, self- dependence etc. by these
rating scales.
e. Sometimes, a person's own feelings and sympathy makes him more generous while rating
something and he will try to hide the defects of other persons or his fellows.
f. Halo error is possible i.e., rating on the basis of previous experiences.
g. Some raters like to give average rating.
h. There is possibility of logical error all the time. This error occurs when the trait is wrongly
interpreted.
i. Sometimes ability of decision makers differs because they differ in their intelligence and
decision-making ability. This is due to the difference in their interests, experiences,
personality traits and abilities etc.