DATA COLLECTION METHODS
Having discussed research design and others, we will now discuss the various sources of data and the
ways in which data can be gathered for purposes of analysis, testing hypotheses, and answering the
research question.
The sources of the information and the manner in which data are collected could well make a big
difference to the rigor and effectiveness of the research project.
Today, we will examine the sources of data and if time allows us we will discuss data collection
otherwise, we discuss that on Wednesday.
Sources of Data
Data can be obtained from primary or secondary sources.
Primary data refer to information obtained first-hand by the researcher on the variables of interest for
the specific purposes of the study.
Secondary data refer to information gathered from sources that already exist.
Sources of Primary Data
Some of examples of sources of primary data are individuals, focus groups, panels of respondents
specifically set up by the researcher and from whom opinions may be sought on specific issues from
time to time, or some unobtrusive sources such as trash can. The Internet can also serve as a primary
data source when questionnaires are administered over it.
Individuals provide information when interviewed, administered questionnaires, or observed. Group
depth interviews, or focus groups, are another rich source of primary data.
Focus Groups consist of typically of eight to ten members with a moderator leading the discussions for
about two hours on a particular topic, concept, or product. Members are generally chosen on the basis
of their expertise in the topic on which information is sought. For example, computer specialist on topics
of computers and computing.
The focus sessions are aimed at obtaining respondents’ impressions, interpretations, and opinions as
they talk about the event, concept, product or service.
The moderator plays a vital role in steering the discussions in a manner that draws out the information
sought, and keeps the members on track.
Members have the opportunity to provide information with flexibility and free-flowing format.
It should be noted that although data obtained through these homogenous group members are less
expensive than those obtained through the various other data gathering methods, and also lend
themselves for quick analysis, the content analysis of the data so obtained provides only qualitative and
not quantitative information. Also, since the members are not selected scientifically to reflect the
opinions of the population at large, their opinions cannot be considered to be truly representative.
Focus groups are fused for
1. Exploratory study
2. Making generalization based on the information generated by them.
3. Conducting sample surveys.
Videoconferencing
Panels, like focus groups are another source of primary data information for research purposes.
Where focus groups meet for a one-time group session, panels (of members) meet more than once.
Panels can be either static or dynamic. Static (i.e., the same members serve on the panel over extended
periods.
Dynamic (i.e., the panel members change from time to time as various phases of the study are in
progress.
Delphi Technique is a forecasting method that uses a cautiously selected panel of experts in a
systematic, interactive manner. These experts answer questionnaires in two or more rounds.
Unobtrusive measures or trace measures as they are also called originate from a primary source that
does not involve people. One example is the wear and tear of journals in a university library.
Sources of Secondary Data
Data can also be obtained from secondary sources, for example, company records or archives,
government publications, industry analyses offered by the media, websites, the Internet, and so on.
In some cases, the environment or particular settings and events may themselves be sources of data. For
example, studying the layout of a plant could a source of primary data.
