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CH 07

Chapter 7 discusses primary data collection methods, emphasizing the importance of gathering data from original sources for business research. It details various interview types, including unstructured, structured, personal, telephone, self-administered, and group interviews, along with their respective advantages and disadvantages. Understanding these methods enhances the value of research by enabling better evaluation of data collection approaches.

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23 views8 pages

CH 07

Chapter 7 discusses primary data collection methods, emphasizing the importance of gathering data from original sources for business research. It details various interview types, including unstructured, structured, personal, telephone, self-administered, and group interviews, along with their respective advantages and disadvantages. Understanding these methods enhances the value of research by enabling better evaluation of data collection approaches.

Uploaded by

inam.zsm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 7

Data Collection Methods:


Introduction and Interviews

Slide 7-2
Primary Data Collection

 Primary data collection methods: ways in which data


collected from original sources for the specific purpose
of the study can be gathered.
 Business is largely a social phenomenon. Much of the
information needed to make decisions in the work setting
has to come from people. That is why the survey strategy
is very popular in business research. The three main data
collection methods in survey research are interviews,
observation, and questionnaires.
 A thorough knowledge of these methods will help you to
evaluate alternative approaches to primary data
collection. Problems researched with the use of
appropriate methods greatly enhance the value of the
study.
Slide 7-3
Interviews

 An interview is a guided, purposeful conversation


between two or more people.
 Unstructured interviews:
 the interviewer does not enter the interview setting
with a planned sequence of questions to be asked of
the respondent.
 Structured interviews:
 Conducted when it is known at the outset what
information is needed.
 The interviewer has a list of predetermined questions
to be asked of the respondents either personally,
through the telephone, or via the computer.

Slide 7-4
Personal Interview

 Advantages
 Can clarify doubts about questionnaire
 Can pick up non-verbal cues
 Relatively high response/cooperation
 Special visual aids and scoring devises can be used

 Disadvantages
 High costs and time intensive
 Geographical limitations
 Response bias / Confidentiality difficult to be assured
 Some respondents are unwilling to talk to strangers
 Trained interviewers

Slide 7-5
Telephone Interview
 Advantages
 Discomfort of face to face is avoided
 Faster / Number of calls per day could
be high
 Lower cost

 Disadvantages
 Interview length must be limited
 Low response rate
 No facial expressions
Slide 7-6
Self-administered
Self-administered
 Advantages
 Lowest cost option
 Expanded geographical coverage
 Requires minimal staff
 Perceived as more anonymous

 Disadvantages
 Low response rate in some modes
 No interviewer intervention possible for
clarification
 Cannot be too long or complex
 Incomplete surveys
Slide 7-7
Group Interviews
 Focus groups consist typically of eight to
ten members with a moderator leading the
discussions on a particular topic,
concept, or product.
 Focus group research is a generic term
for any research that studies how groups
of people talk about a clearly defined
issue. An expert panel is a group of
people specifically convened by the
researcher to elicit expert knowledge and
opinion about a certain issue.
Slide 7-8

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