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

 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