Research Methods: A Comprehensive Guide to Data Collection Techniques

Posted on May 5, 2024 in Economy

Research Methods: Data Collection Techniques

Qualitative vs. Quantitative Research

Traditional vs. Online Focus Groups

Traditional focus groups involve 8-12 participants, while online groups have 4-6 due to platform limitations. Online groups offer advantages like increased honesty, faster turnaround, and lower costs. Traditional groups allow for observing non-verbal cues and using physical stimuli. Moderator skills are crucial in both settings.

Direct vs. Indirect Research

Direct research openly reveals the research purpose, while indirect techniques conceal it until the end. Direct methods are transparent, while indirect methods minimize bias.

Depth Interviews

Advantages

  • Uncover underlying motivations
  • Explore sensitive topics
  • Easy to schedule

Disadvantages

  • Lack of representativeness
  • Interviewer bias
  • Time-consuming analysis
  • Less cost-effective than focus groups

Projective Techniques

Advantages

  • Elicit subconscious thoughts
  • Uncover hidden motives

Disadvantages

  • Lack of representativeness
  • Messy data prone to bias
  • Requires skilled interpreters

Survey Methods

Face-to-Face Surveys

In-Home Surveys
  • Advantages: Physical interaction, non-verbal communication, trust-building
  • Disadvantages: Expensive, slow data collection, potential refusals, interviewer bias
Mall Intercept Surveys
  • Advantages: Easy access to target audience, interviewer efficiency, controlled environment
  • Disadvantages: Potential for bias, limited sample representativeness

Computer-Assisted Personal Interviews (CAP)

  • Advantages: Cost-effective, reduced interviewer bias, benefits of CATI
  • Disadvantages: Requires technology and trained interviewers

Mail Surveys

  • Advantages: Cost-effective, anonymity for respondents
  • Disadvantages: Low response rates, lack of interaction, slow data collection

Online Surveys

  • Advantages: No interviewers, potential for product interaction, rapid data collection
  • Disadvantages: Risk of bias, lack of control over environment, need for attention checks

Question Types

Unstructured Questions

  • Advantages: Suitable for exploratory research, foster trust, build rapport
  • Disadvantages: Interviewer bias, time-consuming, subjective coding

Structured Questions

  • Advantages: Reduced interviewer bias, faster response times, easier coding
  • Disadvantages: Limited options for respondents, potential for incomplete data
Types of Structured Questions
Comparative Scaling
  • Paired Comparison: Simple and fast, but not suitable for predicting purchase intention
  • Rank Order: Efficient way to order preferences
  • Constant Sum: Allows for understanding preference strength and segmentation
Non-Comparative Scaling
  • Likert Scale: Measures agreement or disagreement on a 5-point scale
  • Semantic Differential: Measures perception using bipolar adjectives on a 7-point scale