DEPARTMENT OF HUMAN RESOURCE MANAGEMENTD.G.VAISHNAV COLLEGE (AUTONOMOUS)

Topic: Data Collection for Quantitative Method

Name: Muthumanikandan K Date: 11th Aug 2015

In general there are two basic types of primary research – quantitative data collection and qualitative data collection. Quantitative data collection involves the use of numbers to assess information. This information can then be evaluated using statistical analysis which offers researchers the opportunity to deeper into the data and look for greater meaning

QUANTITATIVE RESEARCH

Quantitative research is the numerical representation and manipulation of observations for the purpose of describing and explaining the phenomena that those observations reflect. It is used in a wide variety of natural and social sciences, including physics, biology, psychology, sociology and geology (Wikipedia Encyclopedia, 2005).

Creswell (1994) has given a very concise definition of quantitative research as a type of research that is `explaining phenomena by collecting numerical data that are analyzed using mathematically based methods (in particular statistics).'

In general terms, Quantitative research is a study involving the use and analyses of numerical data using statistical techniques. They pose questions of who, what, when, where, how much, and how many.

Quantitative research methods are designed to produce statistically reliable data that tells us how many people do or think something. Quantitative data typically is in numerical form such as averages, ratios or ranges.

Qualitative Methods Quantitative Methods

Methods include focus groups, in-depth interviews, and reviews of documents for types of themes

Surveys, structured interviews & observations, and reviews of records or documents for numeric information

Primarily inductive process used to formulate theory or hypotheses

Primarily deductive process used to test pre-specified concepts, constructs, and hypotheses that make up a theory

More subjective: describes a problem or condition from the point of view of those experiencing it

More objective: provides observed effects (interpreted by researchers) of a program on a problem or condition

Text-based Number-based

More in-depth information on a few cases Less in-depth but more breadth of information across a large number of cases

Unstructured or semi-structured response options

Fixed response options

No statistical tests Statistical tests are used for analysis

Can be valid and reliable: largely depends on skill and rigor of the researcher

Can be valid and reliable: largely depends on the measurement device or instrument used

Time expenditure lighter on the planning end and heavier during the analysis phase

Time expenditure heavier on the planning phase and lighter on the analysis phase

Less generalizable More generalizable

Common data collection methods for Quantitative Research

1. Surveysa. Custom surveysb. Mail/e-mail/Internet surveysc. Self-administered questionnaire surveysd. Omnibus surveys

2. Interviewa. Structured interviews - b. Unstructured interviews

i. Focused interviewsii. Depth interviews

3. Observationa. Participativeb. Non participative

Interviews can also be conducted by contacting the respondents through telephone (which can be structured or non-structured, depending on the type of questions being asked).

SURVEYS

This method captures information through the input of responses to a research instrument containing questions (such as a questionnaire).. Information can be input either by the respondents themselves (e.g., complete online survey) or the researcher can input the data (e.g. phone survey, mall intercept). The main methods for distributing surveys are via postal mail, phone, and website or in person. However, newer technologies are creating additional delivery options including through wireless devices, such as smart phones.

As surveys are self-reported by participants, there is a possibility that responses may be biased particularly if the issues involved are sensitive or require some measure of disclosure on trust by the participant. It is therefore vital that surveys used are designed and tested for validity and reliability with the target groups who will be completing the surveys.

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. Additionally, the use of 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.

Omnibus Survey

An omnibus survey is a type of telephone survey. Essentially, in this type of survey the conducting agency (survey firm) inserts questions of special interest to individual clients. It can be extremely useful for "pulse taking" (i.e. monitoring opinions and attitudes regarding a certain issue). Often omnibus surveys are conducted once or twice a week. They consist of a minimum of 1,000 interviews (½ men and ½ women).

Pros:

1. Quick turn around - the researcher can have analyzed data within a week.

2. Fairly cheap in comparison to other survey methods.

Cons:

1. Since the response rate is fairly low, even though the sample is drawn randomly, data is not 100% generalizable to the population in question.

INTERVIEWS

The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. This method can be used through personal interviews and through telephone interviews. They can range from in-depth, semi-structured to unstructured depending on the information being sought. It helps secure certain information from the subject, which is known only to himself and cannot be gathered from any other source

Advantages of face to face interview:

detailed questions can be asked further probing can be done to provide rich data literacy requirements of participants is not an issue non verbal data can be collected through observation complex and unknown issues can be explored Response rates are usually higher than for self-administered questionnaires.

Disadvantages of face to face interviews:

they can be expensive and time consuming training of interviewers is necessary to reduce interviewer bias and are administered in a

standardized why they are prone to interviewer bias and interpreter bias (if interpreters are used) sensitive issues might be challenging

TELEPHONIC INTERVIEWS

Advantages of telephonic interviews:

are cheaper and faster than face to face interviews use less resources than face to face interviews allow to clarify questions do not require literary skills.

Disadvantages of telephone interviews :

having to make repeated calls as calls may not be answered the first time potential bias if call backs are not made so bias is towards those who are at home only suitable for short surveys only accessible to the population with a telephone not appropriate for exploring sensitive issues.

OBSERVATIONAL TECHNIQUES

The observation method is the most commonly used method, especially in studies relating to behavioral sciences. Observation becomes a scientific tool and the method of data collection for the researcher, when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability.

Unlike the data gathered from an interview, observation records irrefutable facts about people’s behavior.

Disadvantages of Observational Techniques

Two problems associated with observational techniques are response bias and observer bias. Response bias occurs when someone who knows that he or she is under observation behaves in ways that are designed to provide the researcher with information that the person observed thinks the observer seeks (in an effort to ‘help’ science). If this goes undetected, it may contaminate the data.

Observer bias occurs when two observers place different interpretation on some item of behavior. Obviously, no two interpretations are ever exactly the same, but when they are markedly different, we have to either reach a compromise about the meaning of the behavior, or simply agree to differ. It could, of course, be behavior that is normally repeated, in which case both observers could be on hand to observe it concurrently and then reach an agreement.

While observational methods are used less frequently than surveys and interviews, they are always worth considering for your total research strategy, depending, of course, on the nature of what you are researching. It is worth repeating that the reliability and validity of data is increased by the evidential corroboration and cross-checking that the use of more than one method of data collection provides.

GLOSSARY

Structured Interview - The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order.

Unstructured Interview- An unstructured interview is an interview in which there is no a specific set of predetermined questions.

Psychology - The study of mind and behavior. It is an academic discipline and an applied science which seeks to understand individuals and groups by establishing general principles and researching specific cases.

Sociology - The scientific study of social behavior, its origins, development, organization, and institutions. It is a social science that uses various methods of empirical investigation and critical analysis to develop a body of knowledge about social order, social disorder and social change

Hypothesis – A supposition or proposed explanation made on the basis of limited evidence as a starting point for further investigation.

References:

C.R.Kothari and Gaurav Garg, Research Methodology: Methods and Techniques, Third Edition 2014; New Age International Private Ltd. (Pg. No. 91 – 100)

C. Sivapragasam, G.Vijayalakshmi; Research Methods – Tips and Techniques; 2009; MJP Publishers. (Pg. No. 59 – 70)

http://isites.harvard.edu/fs/docs/icb.topic1463827.files/2007_Sukamolson_Fundamentals %20of%20Quantitative%20Research.pdf

http://www.researchproposalsforhealthprofessionals.com/data_collection %20quantitative.htm

http://people.uwec.edu/piercech/researchmethods/data%20collection%20methods/data %20collection%20methods.htm

http://www.orau.gov/cdcynergy/soc2web/Content/phase05/ phase05_step03_deeper_qualitative_and_quantitative.htm

QUESTIONS

PART – A

1. List out the common methods of data collection.2. What does quantitative research mean?3. What is meant by omnibus survey?

PART – B

1. Enumerate on observational technique as a method of data collection2. Mention the different types of interviews.3. Differentiate between qualitative and quantitative methods of data collection.

PART – C

1. Explain the various techniques of data collection for quantitative research with suitable examples.

ANSWERS

1. List out the common methods of data collection.

Ans : The common methods of data collection are interviews, surveys, and observation method.

2. What does quantitative research mean?

Ans : Quantitative research is the numerical representation and manipulation of observations for the purpose of describing and explaining the phenomena that those observations reflect. It is used in a wide variety of natural and social sciences, including physics, biology, psychology, sociology and geology. Quantitative data collection involves the use of numbers to assess information.

3. What is meant by omnibus survey?

Ans : An omnibus survey is a type of telephone survey. It can be extremely useful for "pulse taking" (i.e. monitoring opinions and attitudes regarding a certain issue). They consist of a minimum of 1,000 interviews, men and women.

4. Enumerate on observational technique as a method of data collection

Ans : The observation method is the most commonly used method, especially in studies relating to behavioral sciences. Observation becomes a scientific tool and the method of data collection for the researcher, when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability. Unlike the data gathered from an interview, observation records irrefutable facts about people’s behavior.

The great advantage of observational techniques is that we can observe directly the behaviour of customers, rather than self reported behavior. This removes one of the major causes of error in market research - memory loss, poor recall, and perceptions affected by experiences after the original experience. It also reduces error due to translation, and provides a richer dataset that includes non-verbal and physical behavior. Just like in other regions, what is said is very often different from what is actually done - for a variety of reasons.

Though generally more expensive, observational techniques are often of higher value than the cheaper self report methods, simply because they focus on actual behaviour. It is best used in assessing customer service, case study research, or situations where gathering detailed information on beahviour is critical.

5. Mention the different types of interviews.

Ans : The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. This method can be used through personal interviews and through telephone interviews. They can range from in-depth, semi-structured to unstructured depending on the information being sought. Interviews can be classified as

a. Structured interviewsb. Non structured interviews

i. Focused interviewsii. Repetitive interviews

iii. Depth interviewsiv. Non directive interviews

6. Differentiate between qualitative and quantitative methods of data collection.

Qualitative Methods Quantitative Methods

Methods include focus groups, in-depth interviews, and reviews of documents for types of themes

Surveys, structured interviews & observations, and reviews of records or documents for numeric information

Primarily inductive process used to formulate theory or hypotheses

Primarily deductive process used to test pre-specified concepts, constructs, and hypotheses that make up a theory

More subjective: describes a problem or condition from the point of view of those experiencing it

More objective: provides observed effects (interpreted by researchers) of a program on a problem or condition

Text-based Number-based

More in-depth information on a few cases Less in-depth but more breadth of information across a large number of cases

Unstructured or semi-structured response options

Fixed response options

No statistical tests Statistical tests are used for analysis

Can be valid and reliable: largely depends on skill and rigor of the researcher

Can be valid and reliable: largely depends on the measurement device or instrument used

Time expenditure lighter on the planning end and heavier during the analysis phase

Time expenditure heavier on the planning phase and lighter on the analysis phase

Less generalizable More generalizable

7. Explain the various techniques of data collection for quantitative research with suitable examples.

Ans : In general there are two basic types of primary research – quantitative data collection and qualitative data collection. Quantitative data collection involves the use of numbers to assess information. This information can then be evaluated using statistical analysis which offers researchers the opportunity to dig deeper into the data and look for greater meaning. Certain information is by nature numerical. For example, asking a person their actual age or yearly income will result in a number. For instance, research of customers’ attitude toward a company’s products is qualitative

While quantitative analysis is potentially used for all types of research purposes it is most critical for hypothesis testing, such analysis may prove very relevant by allowing the researcher to draw conclusions.

Advantages Of Quantitative Research

1. Provides estimates of populations at large.2. Indicates the extensiveness of attitudes held by people.3. Provides results which can be condensed to statistics.4. Allows for statistical comparison between various groups.5. Has precision, is definitive and standardized.6. Measures level of occurrence, actions, trends, etc.7. Can answer such questions as "How many?" and "How often?"

The most commonly used techniques of data collection for qualitative research are

Surveys

c. Custom surveysd. Mail/e-mail/Internet surveyse. Telephone surveysf. Self-administered questionnaire surveys

Interview

g. Structured interviewsA structured interview (also known as a standardized interview or a researcher-administered survey) is a quantitative research method commonly employed in survey research. The aim of this approach is to ensure that each interview is presented with exactly the same questions in the same order. This ensures that answers can be reliably aggregated and that comparisons can be made with confidence between sample subgroups or between different survey periods.

h. Un structured interviewsAn unstructured interview is an interview in which there is no a specific set of predetermined questions, although the interviewer usually has certain topics in mind that they wish to cover during the interview. Unstructured interviews flow like an everyday conversation, and tend to be more informal and open-ended.

i. Focused interviewsii. Repetitive interviews

iii. Depth interviewsiv. Non directive interviews

Observation

The observation method is the most commonly used method especially in studies relating to behavioral sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. Observation becomes a scientific tool and the method of data collection for the researcher, when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability. Under the observation method, the information is sought by way of investigator’s own direct observation without asking from the respondent. For instance, in a study relating to consumer behavior, the investigator instead of asking the brand of wrist watch used by the respondent, may himself look at the watch. The main advantage of this method is that subjective bias is eliminated, if observation is done accurately. Secondly, the information obtained under this method relates to what is currently happening; it is not complicated by either the past behaviour or future intentions or attitudes. Thirdly, this method is independent of respondents’ willingness to respond and as such is relatively less demanding of active cooperation on the part of respondents as happens to be the case in the interview or the questionnaire method. This method is particularly suitable in studies which deal with subjects (i.e., respondents) who are not capable of giving verbal reports of their feelings for one reason or the other However, observation method has various limitations. Firstly, it is an expensive method. Secondly, the information provided by this method is very limited. Thirdly, sometimes unforeseen factors may interfere with the observational task. At times, the fact that some people are rarely accessible to direct observation creates obstacle for this method to collect data effectively.

i. Participativej. Non participative Interviews can also be conducted by contacting the respondents

through telephone (which can be structured or non structured, depending on the type of questions being asked).