DATA COLLECTION METHODS
What is survey?
Survey is defined as the act of examining a process or questioning a selected sample of
individuals to obtain data about a service, product, or process. Data collection surveys collect
information from a targeted group of people about their opinions, behaviour, or knowledge.
Common types of example surveys are written questionnaires, face-to-face or telephone
interviews, focus groups, and electronic (e-mail or website) surveys.
Survey research is a unique way of gathering information from a large cohort. Advantages of
surveys include having a large population and therefore a greater statistical power, the ability
to gather large amounts of information and having the availability of validated models.
Types of Surveys
Online Survey
Mail Survey
Telephone Surveys
Interview/ In-person Surveys
Focus Group Surveys
Questionnaire
Observation
Structured or unstructured
In structured observation, the researcher specifies in detail what is to be observed and how
the measurements are to be recorded. It is appropriate when the problem is clearly defined
and the information needed is specified.
In unstructured observation, the researcher monitors all aspects of the phenomenon that seem
relevant. It is appropriate when the problem has yet to be formulated precisely and flexibility
is needed in observation to identify key components of the problem and to develop
hypotheses. The potential for bias is high. Observation findings should be treated as
hypotheses to be tested rather than as conclusive findings.
Disguised or undisguised
In disguised observation, respondents are unaware that they are being observed and thus
behave naturally. Disguise is achieved, for example, by hiding, or using hidden equipment or
people disguised as shoppers.
In undisguised observation, respondents are aware they are being observed. There is a danger
of the Hawthorne effect - people behave differently when being observed.
Case Studies
The term case-study refers to a fairly intensive examination of a single unit such as a person,
a small group of people, or a single company. Case-studies involve measuring what is there
and how it got there. In this sense it is historical. It can enable the researcher to explore,
unravel and understand problems, issues and relationships.
It cannot, however, allow the researcher to generalize, that is, to argue that from one case-
study the results, findings or theory developed apply to other similar case-studies.
The case looked at may be unique and, therefore not representative of other instances.
Method:
1. Determine the present situation
2. Gather background information about the past and key variables
3. Test hypotheses developed from analysis of background information by gathering
information. This may lead to development of an experiment to test hypothesis or it might be
to take action to remedy the problem.
Advantage: The case study enables rich information to be gathered, from which potentially,
useful hypotheses can be developed.
Disadvantages: It can be time consuming. It is also inefficient when researching situations
which are already well structured and where the important variables are already known. Case-
studies lack rigor when trying to determine precise relationships between variables.
Evaluating Sources
Primary sources
• A primary source provides original data (information) or facts on the topic under study.
• If a document was created during the actual time under study and provides an inside view
of the topic, then this document is considered a primary source.
• Primary sources include artefacts, newspaper reports, recordings, case files, journals and
logs, individuals directly connected to the topic, the Statistics Department.
Secondary sources
• A secondary source is an interpretation or analysis of original documents, events or data
done at a later date. It generally presents a commentary or analysis of primary sources by
someone without first-hand experience.
• Secondary sources include editorials, review articles, encyclopaedias.
• An editorial story in the newspaper is a secondary source. The editor will not have been at
the scene and is writing an opinion piece.
• A book about religion is a secondary source. It is written after the event and is a synthesis of
information from many sources.
Reliability and validity of information
What influence does a primary source have on the level of reliability of information received?
Is this primary source valid? To what extent? Why or why not? What of the
Context - the situation surrounding the collection of data? Could this affect the reliability and
validity of the information? What medium was used? Can it be trusted not to compromise the
reliability or validity of the information? These are questions which need to be considered
when evaluating the effect of the different elements on reliability and validity. But, what is
reliability? What is validity?
Reliability speaks to consistency, trustworthiness and dependability. You need to be able to
look at different elements of the information - the source, the context, etc. - and say what
makes this reliable.
Ask yourself 'Can I trust the information I will receive from this source?
Always remember that in evaluating information the two key elements to consider are
reliability and validity. For a data source to be credible high levels of reliability and validity
are the aim. Both elements are important.
Definition of Key Research Terms
Sample - the population researched in a particular study. Usually, attempts are made
to select a "sample population" that is considered representative of groups of people
to whom results will be generalized or transferred.
Representative Sample - sample in which the participants closely match the
characteristics of the population, and thus, all segments of the population are
represented in the sample. A representative sample allows results to be generalized
from the sample to the population.
Reliability- the degree to which scores obtained with an instrument are or the extent
to which a measure, procedure or instrument yields the same result on repeated trials
consistent measures of whatever the instrument measures.
Validity- The degree to which data and results are accurate reflections of reality.
Data - factual information as measurements or used as a basis for reasoning,
discussion, or calculation.
Findings - Are the results obtained from a study conducted.
Source - Anything from which something originates or can be obtained.
Evaluate- To determine the value or amount of; appraise or to judge or determine the
significance, worth, or quality of something (i.e evaluate the results of an experiment.)
Bias -a loss of balance and accuracy in the use of research methods. It can appear in
research at any stage. Bias means that the research findings will not be representative
of, or can be used to make generalizations to a wider population.
Interview - A form of data collection in which individuals or groups are questioned
orally.
Observation- A method of data collection in which data are gathered through visual
observations.
Observer bias - The possibility that an observer does not observe objectively and
accurately, thus producing invalid observations.
Researcher bias - A situation in which the researcher's hopes or expectations
concerning the outcomes of the study actually contribute to producing various
outcomes, thereby creating a threat to internal validity
Sampling Frame - A list of the entire population eligible to be included within the
specific parameters of a research study
Data Analysis- The process of simplifying data in order to make it comprehensible.
Convenience Sampling (also referred to as Accidental Sampling) A non-probability
sampling strategy that uses the most easily accessible people (or objects) to participate
in a study.
Purposive/Purposeful sampling is a non-probability sampling strategy in which the
researcher selects participants who are considered to be typical of the wider
population (sometimes referred to as judgmental sampling
