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Sabrina 9810002MZooey 9810003M
Data Collection
I. The use of dataTo know what certain people are thinking
or doing by asking them or observing
them.
Quantitative data collection: Use
questionnaires to show numbers .
Qualitative data collection: Use personal
interview to show detail information.
II. The focus of enquiryPrimary data: Data researchers collect by themselves
is to serve researchers’ specific purpose.
Secondary data: Data collected by others comes from
a variety of sources.
The group of interest is defined as the population.
A sample is a selection from the population of
interest.
More different population larger sample
III. Asking questionsA questionnaire is a tool used to ask questions
which is in a variety of ways, like email, postal
and telephone surveys and structured and
semi-structured interviews.
Structured interview = closed questions =
answer predetermined items.
Semi-structured interview = open-ended
questions = answer in own words.
Questions
Open Closed
Classifica-tional Lists Ranking Scale
Classificational questions: The inquirer may be interested in gender, age, marital status and occupation (personal information).
Ex: Age last birthday? □ Under 18 □ 18-25 □ 26-30 □ 31-40 □ 41-50
List questions: To ask the participant to select one or more from a given list of alternatives.
Ex: Which are your favorite games in class? □ Simon Says □ Mime □ Dodge ball □ Car Racing □ Snake
Ranking questions: To ask a respondent to give an order or preference.
Ex: Rank the following factors in order of level when deciding the source of pressure.
(from 5 the highest to 1 the lowest) □ peer pressure □ exams □ parents’ expectation □ pressure from teacher □ homework
Scale (rating) questions: To determine the strength of
views or opinions.
Ex: How likely do you like (agree) to play games?
□ Very likely (Agree strongly) 5
□ Quite likely (Agree slightly) 4
□ Neither likely (Agree) nor unlikely (Disagree) 3
□ Quite unlikely (Disagree slightly) 2
□ Very unlikely (Disagree strongly) 1
IV. Framing questionsAvoid bias and leading questions.
Ex: “ Would you agree that…”
Avoid jargon or shorthand.
Ex: “Would you like to use CALL…”
Avoid ambiguous words.
Ex: usually, recently, frequently…
Keep questions short and simple.
Avoid long questions.
Ex: “Given the recent change in price and the
fall in demand usually experienced at this
time of year, do you think a 20 pence
promotional voucher would…”
Avoid questions with negatives.
Ex: “ Do you never…”
Avoid hypothetical questions.
Ex: “ If you were a millionaire, would you…”
Use filters to avoid irrelevant questions.
Ex: “ If a smoker jump to question 3…”
Make it easy for respondent to answer the
questions.
Ex: “ What did you buy in the last week?”
※ In general it’s easier to use or improve
existing questions.
V. Qualitative Data Collection: Collect data by interviewing and conducted individually or in a group.
1. Focus group interviews: Fewer than 10 questions
2. Open-ended questions: Allow more self-reflections
3. Avoid using “why” questions: Use “how come” or “ what”
4. Carefully develop the questions by doing pilot testing
5. Provide enough information for understanding
6. Arrange questions from general to specific
7. Listen more, talk less, and ask ”real questions” (the interviewer doesn’t already know or anticipate the response)
8. Try to get “ inner voice” instead of “ superficial” information
9. Take notes and bring tape-recording: Easy to transcribe
10. Ask questions when you do not understand: Ask for examples or concrete details
11. Explore laughter, pauses, facial expressions
12. Ask participants to tell a story: To get a complete picture (transcription mode1 and model 2)
13. Follow your instincts : Try to feel participants’ feelings
VI. Benefits of using a questionnaire in interviewing:
A. To ensure covering all of the questions
B. Can explore more in- depth information within each of the questions
C. Collect both quantitative and qualitative data altogether
Thanks for your attention!