Business Research Methodologies
ws20180928
Types_of_data_and_sources.pptTypes of Data
- Primary data is data that is collected by a researcher from first-hand sources, using methods like surveys, interviews, or experiments. It is collected with the research project in mind, directly from primary sources.
- The term is used in contrast with the term secondary data. Secondary data is data gathered from studies, surveys, or experiments that have been run by other people or for other research.
- Typically, a researcher will begin a project by working with secondary data. This allows time to formulate questions and gain an understanding of the issues being dealt with before the more costly and time consuming operation of collecting primary data.
Secondary Sources
- Secondary data refer to information gathered by someone other than the researcher conducting the current study
- Example
- Books and periodicals, government publications of economic indicators, census data, statistical abstracts, electronic databases
- Advantage
- savings in time and costs of acquiring information
- Disadvantage
- May be obsolete
- Not meeting the specific needs of the particular research problem (as the data may be collected for a different purpose than our intended research)
Data Collection Methods
- Interviews
- Structured
- We conduct structured interviews when it is known at the outset what information is needed, and when we are ready with a list of predetermined questions to be asked
- Unstructured
- Interviewer does not enter the interview setting with a planned sequence of questions to be asked
- The objective is to bring some preliminary issues to the surface so the researcher can determine what variables need further in-depth investigation
- Unstructured interviews are normally done when we are exploring the research topic
PRIMARY DATA
Data Collection Methods
- Interviews
- Questioning technique to employ
- Funneling (start with broad idea and progress to more focused questions)
- Unbiased question (never put words in the respondents’ mouth; do not interrupt; let the respondent finish what she wants to say)
- Clarifying issues (restate or rephrase important information given by the respondent)
- Commentating (ask the respondents to tell her story chronologically like a commentator or news broadcaster)
- Helping respondent to think through issues (rephrase question if respondents are hesitant)
- Take notes (use MP3 player or recorder to record interview; we are sure to forget important details if we just listen without taking notes)
Questionnaires
- There are two ways questionnaires can be administered
- Personally administered questionnaires
- Gather a group of respondents to answer questionnaire
- Chance to explain research objective before conducting the data collection
- Mail questionnaires
- Wide geographical area can be covered
- Respondents can complete questionnaire at their own convenience
- Cannot help clarify any ambiguity
- Low return rates
Questionnaires
- Guidelines for questionnaire design
- Principles of wording
- Content and purpose of the questions (tap dimensions and elements when measuring perception, belief, attitudes)
- Language and choice of words of the questionnaire depend on the general characteristics of respondents
- Length of questions (short and simple)
- Sequencing of questions
- From general to specific (funneling)
- Do not put a negatively worded question next to a positively worded question (insulting the respondent)
Questionnaires
- Guidelines for questionnaire design
- Principles of wording
- Type and form of questions
- Open-ended verses closed questions
- Positively and negatively worded questions
- Double-barreled questions (avoid)
- Ambiguous questions (avoid)
- Recall dependent questions (avoid)
- Leading questions (avoid)
- (Emotionally) Loaded questions (avoid)
- Socially desirable questions (avoid)
