Research Methods and Problem Solving Day 2: Social Science Data Collection Techniques

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Research Methods and Problem SolvingDay 2
Social Science Data Collection Techniques

• Marie McHugh

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What well Cover

• Primary and Secondary Research
• Survey Design
• Case Study Design
• Data Collection using Questionnaire and
  Interviews
• Unobtrusive Measures Observation

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Primary and Secondary Research

• Some examples to explain-
• Literature Reviews
• Company Information
• Direct data collection from the participants of
  the research

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Survey Design

• The survey is wide and inclusive
• A snapshot of how things are
• Empirical research

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Types of Survey

• Postal questionnaire
• Face-to-face interviews
• Telephone interviews
• Documents
• Observations

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Postal Questionnaires

• Best known type
• Usually received cold
• No personal contact
• Low response rate but..it depends

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Face-to-Face Interviews

• Direct contact between the researcher
  respondent
• More expensive than post or telephone but
• Better quality data
• Better response rate
• Can sell research
• Can carefully select respondents

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Telephone Interviews

• More frequently used than before
• Cheaper quicker than other methods
• As good as other methods in certain circumstances
• Immediate interaction with respondent
• More intrusive than postal questionnaire

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Documents

• Literature review
• Company reports
• Financial records
• Employment statistics etc.

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Observations

• Classic social surveys
• Observations of poverty, living conditions
• Surveys mean looking as well as asking

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Sampling

• Collecting data from a portion
• Expect portion to represent whole
• Careful selection
• Probability non probability sampling
• Sampling frame

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Response Rates

• Proportion of total distributed that are returned
• Good research minimises non-responses
• Sample size

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Survey Advantages and Disadvantages

• Empirical data
• Wide and inclusive coverage
• Quantitative data
• Costs and time
• Tendency towards empiricism
• Detail and depth of data
• Accuracy and honesty of responses

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Some Features of the Case Study

• Spotlight on one instance
• In-depth study
• Focus on relationships and processes
• Natural setting
• Multiple sources and multiple methods

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Decision to Use Case Study

• Strategic
• Relates to scale and scope
• Doesnt dictate methods
• Investigate small numbers in-depth
• Studying things as they occur naturally

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Case Study Emphasises

• Depth of study rather than
• The particular rather than
• Rels/processes rather than
• Holistic view rather than
• Natural settings rather than
• Multiple sources rather than

• Breadth of Study
• The general
• Outcomes and end products
• Isolated factors
• Artificial situations
• One research method

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Selecting Cases

• On the basis of suitability
• On the pragmatic basis
• On the basis of no real choice

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Trying to GeneraliseQuestions People Will Ask

• How representative is case?
• Findings are interesting but arent they unique
  to particular situation?
• How can you generalise on the basis of research
  into one instance?

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To Generalise, Researcher Must

• Identify significant features on which comparison
  with others in class can be made and
• Show how case study compares with others in class
  in terms of significant features

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Advantages of Case Studies

• Focus on few instances, deal with subtleties,
  analysis is holistic
• Allows for use of variety of methods
• Fosters use of multiple sources of data, and
  triangulation
• Good where researcher has little control over
  events

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Disadvantages of Case Studies

• Credibility of generalisations
• Perceived to produce soft data
• Boundaries are difficult to define
• Negotiating access
• Observer effect

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Data Collection Through Questionnaires

• Research Questionnaires should
• Be designed to collect data that can be analysed
• Consist of a list of written questions
• Gather information by asking people directly
  about issues relating to topic

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Questionnaires are best when

• Used in large numbers in many locations
• Fairly straightforward information is required
• Social climate permits open/honest answers
• Need standardised data
• Time allows for delays
• Respondents can understand questions

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Questionnaire Design Issues

• Background information about it
• Instructions to the respondent
• Allocation of serial numbers
• Coding boxes
• Length and appearance

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Constructing Questions

• Identify key issues
• Questions shouldnt irritate respondents
• Style should suit target group
• Questions should ask about respondents only

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A Few Donts

• Ask leading questions
• Ask same question twice
• Make wording ambiguous
• Have vague questions
• Make unwarranted assumptions
• Use terms that are not pc

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Issues of Question Ordering

• Logical to respondent
• Most straightforward at start
• Least contentious at start
• Sequence shouldnt lead respondent to inevitable
  answers

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Types of Questions

• Would questionnaire benefit from using different
  types of questions?
• Open questions
• Closed questions
• Rating scales
• Rank ordering

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Evaluating Questionnaires

• Will it provide the information that you need?
• Will it provide accurate information?
• Are you likely to get a decent response rate?
• Does it adopt an ethical stance?
• Is it feasible?

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Advantages and Disadvantages of Questionnaires

• Economical
• Easier to arrange than interviews
• Supply standard answers
• Precoded answersbut
• Precoded answers can frustrate respondents and
  stifle answers
• Postal questionnaires leave no opportunity to
  check truth
• Limits shape and nature of answers

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Interviews

• When researcher has opted for depth rather than
  breadth
• Ask does the research require detailed
  information that interviews supply?
• Can you rely on information gathered from small
  numbers?

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Some Justification for Interviews

• Data is based on emotions
• Data is based on sensitive issues
• Data is based on privileged information

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Key Questions to Ask Before Starting

• Is it possible to access prospective
  interviewees?
• Are interviews viable given the costs of time and
  travel?

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Types of Interview

• Structured
• Semi-structured
• Unstructured
• One-to-one
• Group interviews
• Focus groups

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Issues of Interviewer Effect

• Personal identity
• Self presentation
• Personal involvement

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Planning Preparing for Interviews

• The topic for discussion
• Choice of informants
• Authorisation
• Arranging time

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Getting a Record of What is Said

• A permanent record
• Field notes
• Tape recordings
• Equipment

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Conducting the Interview

• Introduction and formalities
• Monitoring progress
• Finishing the interview

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Some Advantages and Disadvantages of Interviews

• Depth if information and insights
• Little equipment
• Check accuracy on the spot
• High response rate BUT.
• Time consuming
• Data analysis is unwieldy
• Inhibitions of information
• High resource commitment

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Observation a Few Basics

• Evidence from first hand
• Systematic observation
• Participant observation

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Perception and Observation

• Issues of competence
• Selective recall
• Selective perception
• Accentuated perception

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What is Observed Depends on

• Familiarity
• Past experience
• Current state
• Our interpretation

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Systematic and Participant Observation

• On the side lines and in the background
• Observer as participant

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Issues of Ethics

• Not revealing identity/purpose
• Receipt of confidential information

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Contact Details

• Office - 1K21
• Tel.- 028 90 368844
• E-mail ml.mchugh_at_ulster.ac.uk