data coleection method to conduct a good research for research ethod

research methodology

1. Research Methodology
Lecture No : 12
(Data Collection-Interview)
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2. Recap
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3. Primary Data
•Primary Data = information obtained exclusively for
current research
•Personal Interview
•Focus Groups
•Panels
•Delphi Technique
•Telephone Interview –Computer assisted telephone
interviewing and Computer administered telephone
survey
•Self-Administered Surveys

4. Secondary Data
•Company Archives
•Government Publications
•Industry Analysis

5. Primary Data Collection Methods
•Focus Group
•Panels
•Interviews (face to face, telephone, electronic media)
•Questionnaires (personally, mail, electronic)
•Observation

6. •Focus Group:
•Usually consist of 8 to 10 members , with a
moderator leading the discussion for 2 hours on a
particular topic, concept or product.
•Member are chosen on the bases of their expertise
on the topic.
•E.g Discussion on computers and computing , or
women mothers , social networking etc
•Less expensive and usually done for exploratory
information. Cannot be generalized
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7. •Panels:
•Similar to focus group but meets more than once in
order to study the change or interventions need to
be studied over a period of time.
•Members are randomly chosen
•E.g effect of advertisement of a certain brand need
to be assessed quickly, panel members could be
exposed to the advertisement and intention of
purchase could be assessed.
•When the product is modified then the response of
the panel can be observed 7

8. •Observation measures:
•Methods through which primary data is collected
without involving people.
•E.g: Wear and tear of books , section of an office,
seating area of railway station which indicate the
popularity, frequency of use etc.
•E.g: The number of cans in the dust bin and their
brands, the number of motor cycles vs cars parked in
the university parking lot
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9. •Interviewing:
•Collect data from the respondent on an issue of
interest.
•Usually administered at the exploratory stage of
the research.
•In case large set of respondents are needed then
more than one interviewer are used , hence they
need to be trained so that biases , voice
inflections, difference in wording are avoided
•Structured and Unstructured

10. •Un Structured:
•No planned sequence of questions, help in exploring
preliminary issues.
e.g. Tell me something about your unit and department
, and perhaps even the organization as a whole in
terms of work, employee and whatever else you
think is important”
“Compared to other departments, what are the
strengths and weakness of your department”
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11. •In case they identify a difference you can ask
•“How can you improve the situation ?”
•Encouraging the respondent to reflect on the positive
and negative aspects of it.
•Try to pleasant and see if the respondent is not
comfortable.
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12. •Through unstructured the different major areas
might be exposed. It from these the researcher can
pick some areas as focus variables which need
further probing.
•Now the researcher can device a more focused
approach and develop a more structured interview
emphasizing on some particular issues.
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13. Structured:
•Know at the outset what information is needed.
Focusing on factors relevant to the problem.
•The focus is on the factors which have surfaced
during the un structured interview.
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14. •E.g: During the previous unstructured interview it
was identified that the department needs
improvement.
•Now you can focus on questions which addresses
how to improve the department, i.e. the factors
which can improve the department
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15. •This can be done through face to face, over the
telephone or through the computers via internet.
•Specific same questions are asked from different
respondents.
•The information collected is tabulated and then the
data is analyzed.
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16. •The result could highlight the important factors
influencing the issues.
•This information is of qualitative in nature which
could be then empirically tested and verified using
other methods like questionnaires.
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17. Tips for Conducting Interview
•Converse
•Listen
•Find all that respondents find important
•Probe
•Sometimes remain quiet when respondent is
quiet
•Persist
•Play the innocent sometimes
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Harmanowicz (2002):The Great Interview: 25 Strategies for Studying People in Bed

18. •Don’t stay out all night; don’t come home too
early
•Word questions clearly
•Sequence your moves
•Divide conversation into topical stages
–Generalized Definitions of Success Ladders
–D. Conceptions of Future and Immortalized Selves
–E. Ambition
–F. Self-Doubt/Self-Fragmentation
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Harmanowicz (2002):The Great Interview: 25 Strategies for Studying People in Bed

19. •Be balanced
•Be candid
•Preserve the integrity of meeting someone
new.
•Show respect
•Embody detached concern
•Test your questions beforehand
•Rehearse
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Harmanowicz (2002):The Great Interview: 25 Strategies for Studying People in Bed

20. •Don’t interview members of your own family
•Start off on a strong note
•End on a positive note
•Bring the memory back to home
•Tape-record
•Carry on long-distance only as a last resort
•Practice, practice, practice
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Harmanowicz (2002):The Great Interview: 25 Strategies for Studying People in Bed

21. Guideline for Interviews
•Further Advice:
•Listen carefully
•Motivate the respondents
•How to take notes
•Built proper trust and rapport with interviewee
•Clarification of complex issues
•Physical setting
•Explaining the reasons for research and criteria of
selection

22. •Face to Face
•Adv :Clarify doubts, repeating, rephrasing, getting
non verbal cues
•Disadvantage : vast resources required, cost,
anonymity

23. Telephone:
•Advantage : Wider reach in short time, some time
easy to discuss personal information over the phone
•Disadvantage: Can be terminated without warning,
cannot have a prolonged interview, non verbal cue.
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24. Closed vs. Open Questions
Closed Questions
•Easy.
•Cost of coding is reduced.
•Quicker, standardized interviews.
•Can be answered without thinking.
•Pre-testing is a must.
•Limit the richness of data.

25. Recap
•The Data is collected from primary and secondary
sources
•The primary data collect via
•Observation, panels, interviews, questionnaires etc
•Interview are structure and unstructured
•While interviewing there are certain guidelines
•There are structured and unstructed interviews
•There are some advantages / disadvantages of face
to face vs telephone interviews .
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