Unit – 2: Data Collection
Statistical data are of two types
(a) Primary data
(b) Secondary data.
(a) Primary Data: Primary data are
information collected by a researcher specifically for a research assignment.
In other words, primary data are information that a company must gather because
no one has compiled and published the information in a forum accessible to the public.
Companies generally take the time and allocate the resources required to gather
primary data only when a question, issue or problem presents itself that is
sufficiently important or unique that it warrants the expenditure necessary to
gather the primary data. Primary data are original in nature and directly
related to the issue or problem and current data. Primary data are the data
which the researcher collects through various methods like interviews, surveys,
questionnaires etc. The primary data have own advantages and disadvantages.
Advantages of primary data: Advantages
of primary data are as follows:
a) The
primary data are original and relevant to the topic of the research study so
the degree of accuracy is very high.
b) Primary
data is that it can be collected from a number of ways like interviews,
telephone surveys, focus groups etc. It can be also collected across the
national borders through emails and posts. It can include a large population
and wide geographical coverage.
c) Moreover,
primary data is current and it can better give a realistic view to the
researcher about the topic under consideration.
d) Reliability
of primary data is very high because these are collected by the concerned and
reliable party.
Disadvantages of primary data: Following are the disadvantages of
primary data:
a) For
collection of primary data where interview is to be conducted the coverage is
limited and for wider coverage a more number of researchers are required.
b) A lot of
time and efforts are required for data collection. By the time the data
collected, analysed and report is ready the problem of the research becomes
very serious or out dated. So the purpose of the research may be defeated.
c) It has
design problems like how to design the surveys. The questions must be simple to
understand and respond.
d) Some
respondents do not give timely responses. Sometimes, the respondents may give
fake, socially acceptable and sweet answers and try to cover up the realities.
e) With more
people, time and efforts involvement the cost of the data collection goes high.
The importance of the research may go down.
f) In some
primary data collection methods there is no control over the data collection.
Incomplete questionnaire always give a negative impact on research.
g) Trained
persons are required for data collection. In experienced person in data
collection may give inadequate data of the research.
Methods of Collecting Primary Data
Following are the important methods of collecting primary data:
(a) Observation Method: It is the
most commonly used method especially in studies relating to behavioural
science. In this method information are
sought by way of investigator’s own direct observation without asking from the
respondent. For instant, in study
relating to consumer behaviuor, the investigator instead of asking the brand of
wrist watch used by the respondent may himself look at the watch. Three are
many types of observations:
(i) Structured and Unstructured Observation :The observation which
is characterized by a careful definition of the units to be observed, the style
of recording the observed information, standardized conditioned of observation
and selection of pertinent data of observation is called structured
observation. These observations are considered appropriate in descriptive
studies. When the observation is to
take place these characteristics to be thought of in advance, it is termed as
unstructured observation. Theses observations
are most likely in exploratory studies.
(ii) Participant and Non-participant Observations: These observations are used in social
science. If the observer observes by
making himself, more or less, a member of the group he is observing so that he
can experience what the members of the group experience, the observation is
called participant. But when that
observer observes as detached emissary without any attempt on his part to
experience through participation what others feel, the observation is termed as
non-participant.
(iii) Controlled and Uncontrolled Observations: If the observation takes place in natural
settings it may be termed as uncontrolled observation. The major aim of this type of observation is
to get a spontaneous picture of life and person. But when observation takes
place according to definite pre-arranged plans, involving experimental
procedures, the same than termed as controlled observation. Such observations
has tendency to supply formalized data upon which generalization can be built
with some degree of accuracy.
Advantage of Observation Method:
Following are the advantages of observation method:
a) Subjected
bias is eliminated, if observation is done correctly.
b) The
information obtained under this method relates to what is currently happening,
it is not complicated by either the past behaviour or future intentions or
attitudes.
c) This
method is independent of respondent’s willingness to respond and as such is
relatively less demanding of active cooperation on be part of respondents as
happen to be the case in the interview or the questionnaire method. This method is particularly suitable in
studies which deal with subject, i. e. respondents who are not capable of
giving verbal report of their feelings for one reason or the other.
Disadvantage: However
observation method has various disadvantages:
a) It is an
expensive method.
b) Information
provided by this method is very limited.
c) Sometimes
unforeseen factors may interfere with the observational task. At times, the fact that some people are
rarely accessible to direct observation creates obstacles for this method to
collect data effectively.
(b) Interview Method: This
method involves presentation of oral-verbal stimuli and reply in terms of
oral-verbal responses. There are two types of interview method:
(i) Personal
Interview: In this method of data
collection, there is a face-to-face contact with persons from whom the
information is to be obtained. The
interviewer asks them questions pertaining to the survey and collects the
desired information. The information thus obtained is original in character.
Techniques: There are
various techniques of personal interviews:
Ø Structured
and unstructured: this interview involves the use of a set of predetermined
questions and of highly standardized techniques of recording. The interviewer follows a rigid procedure
laid down, asking questions in a form and prescribed order. It is used in
descriptive studies. Unstructured interviews are characterized by a flexibility
of approach of questioning. It don’t follow a system of predetermined questions
and standardized techniques of recording. The interviewer has greater freedom.
This method is used in exploratory or formulative studies.
Ø Focused
Interview: It is to focus attention on the given experience of the respondents
and its effects. The interviewer has
freedom to decide the manner and sequence of the questions. These are generally used in the development
of hypothesis and constitute a major type of unstructured interviews.
Ø Clinical
Interviews: It is concerned with broad
underlying feelings or motivation or with the course of individual’s life
experience.
Ø Non-directive
interviews: In this the interviewer’s
function is simply to encourage the respondent to talk about the given topic
with a bare minimum of direct questioning.
Advantage: The advantages
of personal interview method are as follows:
a) More
information and too in greater depth can be obtained.
b) Interviewer
by his own skill can overcome the resistance, if any, of the respondents.
c) There is a
greater flexibility under this method as the opportunity to restructure questions
is always there, specially in the case of unstructured interviews.
d) Observation
method can also be applied to recording verbal answers to various questions.
e) Personal
information can as be obtained easily under this method.
f) Sample can
be controlled more effectively as there arises no difficulty of missing return,
non-response generally remains very low.
g) The
interviewer can usually control which person will answer the question.
h) The
interviewer may catch the informant off-guard and thus may secure the most
spontaneous reaction.
i)
The language of interview can be adapted to
the ability or educational level of the person interviewed.
j)
The interviewer can collect supplementary
information about the respondent’s personal character and environment which is
often of great value in interpreting results.
Disadvantages: There are
certain weaknesses of interview method:
a)
It is very expensive method, especially when
large and wide spread geographical sample is taken.
b)
There remains the possibility of the bias of
interviewer as well as that of the respondents.
c)
Certain types of respondents such as important
officials or executives may not be easily approached under this method and to
that extant the data may prove inadequate.
d)
This method is more time consuming, especially
when the sample is large and recalls upon the respondents are necessary.
e)
The presence of the interviewer on the spot
may over-stimulate the respondent, sometimes even to the extant that he may
give imaginary information just to make the interview interesting.
f)
Under the interview method the organization
required for selecting, training, and supervising the field staff is more
complex with formidable problem.
g)
Interview at times may also introduce systemic
errors.
h)
Effective interviews pre-suppose proper rapport
with respondents that would facilitate free and frank response.
(ii)
Telephone Interview: This method of collecting information
consists in contacting respondents on telephone itself. It is not a very widely
used method, but plays important part in industrial surveys, particularly in
developed regions.
Merits: The chief merits of
such systems are:
a. It is more
flexible in comparison to mailing method.
b. It is
faster than other methods.
c. It is
cheaper than personal interviewing method.
d. Recall is
easy, callback are simple and economical.
e. There is a
higher rate of response than what we have in mailing method.
f.
Replies can be recorded without causing
embarrassment to the respondents.
g. Interviewer
can explain requirements more easily.
h. No field
staff is required.
i.
Representative and wider distribution of
sample is possible.
j.
At times access can be gained to respondents
who otherwise can not be contacted.
Demerits: It is not free
from demerits:
a. Little
time is given to respondents for considered answers; interview period is not
likely to exceed five minutes in most cases.
b. Surveys
are restricted to respondents who have telephone facilities.
c. Extensive
geographical coverage may get restricted by cost consideration.
d. It is not
suitable for intensive surveys where comprehensive answers are required to
various questions.
e. Possibility
of bias of the interviewer is relatively more.
f.
Questions have to be short and to the point,
probes are difficult to handle.
(c) Questionnaire Method: In this
method a list of questions pertaining to the survey is prepared and sent to the
various informants by post. The questionnaire contains questions and provides
space for answers. A request is made to
the informants through a covering letter to fill up he questionnaire and send
it back within a specified time. This
method is adapted by private individuals, research workers, private and public
organisations and even by govt.
Merits: This method is most
extensively employed in various economic and business surveys. The main merits
are as follows:
a. There is
low cost even when the universe is large and is widely spread geographically.
b. It is free
from the bias of the interviewer; answers are in respondent’s own words.
c. Respondents
have adequate time to give well out answers.
d. Respondents
who are not easily approachable can also be reached conveniently.
e. Large
sample can be made use of and thus the results can be more dependable and
reliable.
Demerits:
a. Low rate
of return of the duly filled in questionnaires, bias due to no-response is
often indeterminate.
b. It can be
used only when respondents are educated and cooperating.
c. There is
inbuilt inflexibility because of the difficulty of amending the approach once
questionnaires have been sent.
d. The
control over questionnaire may be lost once it is sent.
e. There is
also the possibility of ambiguous replies or omission of replies altogether to
certain questions, interpretation of omission is difficult.
f.
It is difficult to know whether willing
respondents are truly representative.
g. This
method is likely to be the slowest of all.
Requirement of good Questionnaire: The
following general principle/requirements are useful in framing questionnaire:
a) Covering
Letter: The person conducting the survey must introduce himself and state
objective of the survey. A short letter
stating the purpose of survey should be enclosed along with the questionnaire.
b) Number of
questions: The number of questions to be included in the questionnaire would
strictly depend upon the object and the scope of the investigation and number
of the questions should be as small as possible. Because if the questionnaire is lengthy, the
rate of response will be lower.
c) Should be Arranged
Logically: The question should be arranged logically so that a natural and
spontaneous reply to each is induced. For example it is illogical to ask a
person about his income before asking him whether he is employed or not.
d) Short and
Simple: The question should be short and simple to understand and technical
terms should be avoided.
e) Personal
Question: Personal question should be
avoided such as income, income tax is paid etc.
f) Necessary
Instructions: The instructions about the unit of measurement or the time within
which questionnaire should be sent back etc should be provided.
g) Objective
Answers: The descriptive questions should be avoided while framing the
questionnaire. As far as the question
should be of such nature that can be answered easily in ‘yes’ or ‘no’.
h) Calculation:
Question requiring calculation should be avoided. If calculus is included,
informant may not answer the questions.
i)
Attractive: The quality of paper used and
printing should be of high quality. Sufficient space should be given for
answering.
(d) Schedule Method: This
method of data collection is very much like questionnaire method, with a little
difference which lies in the fact that schedules are being filled in by the
numerators who are specially appointed for this purpose. These numerators along with schedules go to
respondents put to them the questions from the Performa in the order questions
are listed and record the replies in the space provided. Numerators explains
them the object of the investigation and also removes the difficulties felt by
the respondents. The numerators should
train to perform their job well and the nature and scope of the investigation
should be explained to them thoroughly.
The numerators should be intelligent and must posses the capacity of
cross examination in order to find out the truth. This method of data collection is very useful
in extensive enquiries and can lead to fairly reliable results. It is, however very expensive and is usually
adopted in investigations conducted by governmental agencies or by some big
organisations. Population census all
over the world is conducted through this method.
Difference between Questionnaire and Schedule:
Both methods are important. The points of difference are:
(i)
Mode of Sending: The questionnaire generally sent through mail
to informants to be answered as specified in a covering letter without further
assistant from the sender. The schedule
is generally filled out by the research worker or the numerator.
(ii) Cost
Effective: To collect data through
questionnaire is relatively cheap and economical since we have to spend money
only on preparing the questionnaire and in mailing to the respondents. Schedule is relatively more expensive since
considerable amount of money has to be spent in appointing numerators.
(iii) Rate of
Response: Non-response is usually high
in case of questionnaire as many people do not respond and return the question
without answering. It is very low in
case of schedule method.
(iv) Identity: In case of questionnaire it is not always
clear who replies, but in schedule the identity of respondent is known.
(v) Collection
Time: The questionnaire method is likely
to be very slow, but in case of schedules the information is collected well in
time as these are filled by numerators.
(vi) Contacts:
Personal contact is generally not possible in case of questionnaire, but in
case of schedules direct personal contacts are established with respondents.
(vii) Literacy: Questionnaire method can be used only when
respondents are literate and cooperative.
But in schedules information can be gathered even when the respondents
happen to be illiterate.
(viii) Area: Wider and more representative distribution of
sample is possible under questionnaire method, but in schedules there are
usually remains the difficulty in sending numerators over a relatively wide
area.
(ix) Accuracy: Risk of collecting incomplete and wrong
information is relatively more under the questionnaire method, but in
schedules, information collected are complete and correct.
(x) Results: The success of questionnaire method depends
upon the quality of questionnaires itself but in schedules it depends upon the
honesty and competence of numerators.
(xi) Attraction: In order to attract he attention of
respondents, the physical appearance of questionnaire must be quite attractive
but this may not be so in case of schedules.
(xii) Other
Methods: Along with schedules,
observation method can also be used but such things are not possible in
questionnaire method while collecting data.
(e) Other methods Of collecting Data: There are some other methods
of data collection particularly used by big business houses I modern time:
a. Warranty
cards
b. Distributor
or store audits
c. Pantry audits
d. Consumer
panel
e. Use of
mechanical device
f.
Project techniques
g. Depth
interviews
h. Contact
analysis
(b) Secondary Data: Secondary
data are the data collected by a party not related to the research study but
collected these data for some other purpose and at different time in the past.
If the researcher uses these data then these become secondary data for the
current users. These may be available in written, typed or in electronic forms.
A variety of secondary information sources is available to the researcher
gathering data on an industry, potential product applications and the market
place. Secondary data is also used to gain initial insight into the research
problem. Secondary data is classified in terms of its source – either internal
or external. Internal, or in-house data, is secondary information acquired
within the organization where research is being carried out. External secondary
data is obtained from outside sources. There are various advantages and
disadvantages of using secondary data.
Advantages of Secondary Data: Advantages
of secondary data are following:
a) The
primary advantage of secondary data is that it is cheaper and faster to access.
b) Secondly,
it provides a way to access the work of the best scholars all over the world.
c) Thirdly,
secondary data gives a frame of mind to the researcher that in which direction
he/she should go for the specific research.
d) Fourthly
secondary data save time, efforts and money and add to the value of the
research study.
Disadvantages of Secondary data: Following
are the disadvantage of secondary data:
a) The data
collected by the third party may not be a reliable party so the reliability and
accuracy of data go down.
b) Data
collected in one location may not be suitable for the other one due variable
environmental factor.
c) With the
passage of time the data becomes obsolete and very old.
d) Secondary
data collected can distort the results of the research. For using secondary
data a special care is required to amend or modify for use.
e) Secondary
data can also raise issues of authenticity and copyright.
f) Keeping in
view the advantages and disadvantages of sources of data requirement of the
research study and time factor, both sources of data i.e. primary and secondary
data have been selected.
Collection/Sources of Secondary Data
Secondary data means data that are already available i.e. they
refer to the data which have already been collected and analyzed by someone
else. Secondary data may either be:
a) Published
Data.
b) Unpublished
Data.
a)
Published
data: Statistical data can be collected from various published sources.
Some of the important published sources from which secondary data can be
collected are:
Ø
Various publications of the central, state or
local governments.
Ø
Various publications of foreign governments.
Ø
Technical and trade journals.
Ø
Books, magazines and newspapers.
Ø
Reports and publications of various
associations connected with business and industry, banks, stock exchanges etc.
Ø
Reports prepared by research scholars,
universities etc. in different fields.
Ø
Public records and statistics, historical
documents etc.
b) Unpublished Sources: Statistical
data can also be collected from various unpublished sources. Some of the
important unpublished sources from which secondary data can be collected are:
Ø
The research works carried out by scholars,
teachers and professionals.
Ø
The records maintained by private firms and
business enterprises. They may not like to publish the information considering
them as business secret.
Ø
Records and statistics maintained by various
departments and offices of the Central and State Governments, Corporations,
Undertakings etc.
Essential Characteristics of Secondary Data (Precautions): A
researcher must see that the secondary data posses following characteristic:
1. Reliability of data: The reliability can be tested by
finding out such things about the said data:
(a) Who collected the data?
(b) What were the sources of data?
(c) Were they collected by using proper methods
(d) At what time were they collected?
(e) Was there any bias of the compiler?
(f) What level of accuracy was desired? Was it achieved ?
2. Suitability of data: The data that are suitable for one
enquiry may not necessarily be found suitable in another enquiry. Hence, if the
available data are found to be unsuitable, they should not be used
by the researcher. In this context, the researcher must very carefully
scrutinise the definition of various terms and units of collection used at
the time of collecting the data from the primary source originally. Similarly, the
object, scope and nature of the original enquiry must also be studied. If the researcher
finds differences in these, the data will remain unsuitable for the present
enquiry and should
not be used.
3. Adequacy of data: If the level of accuracy achieved in
data is found inadequate for the purpose of the present enquiry, they will be
considered as inadequate and should not be used by the researcher. The
data will also be considered inadequate, if they are related to an area which
may be either
narrower or wider than the area of the present enquiry. From
all this we can say that it is very risky to use the already available data.
The already available
data should be used by the researcher only when he finds them reliable,
suitable and
adequate. But he should not blindly discard the use of such data if
they are readily available from authentic sources and are also suitable and
adequate for in that case it will not be economical to spend time and energy in field
surveys for collecting information. At times, there may be wealth of usable
information in the already available data which must be used by an intelligent
researcher but
with due precaution.
Selection of Methods (Primary or Secondary):
Keeping in the view of following factors, the
researcher should select the methods:
1. Nature, Scope
and Object of inquiry: This constitutes the most important factor affecting the
choice of a particular method. The
method selected should be such that it suits the type of inquiry that is to be
conducted by the researcher. This factor
is also important in deciding whether the data already available are to be used
or the data not yet available are to be collected.
2. Availability
of Funds: It determines to a large extent the method to be used for the
collection of data. When the funds at the disposal of researcher are very
limited, he will have to select a comparatively cheaper method which may not be
as efficient and effective as some other costly method.
3. Time
Factor: Availability of time has also to be taken into account in deciding a
particular method of data collection. Some methods take relatively more time,
whereas with others the data can be collected in a comparatively shorter
duration.
4. Precision
required: Precision required is yet another important factor to be considered
at the time of selecting method of collection of data.
Role of Interview in Data collection
Data collection
is an essential component to conducting a research/ an evaluation. In
order to collect data, the researcher should be able to access the data that
needs to be collected for the study. The nature of the data for collection
determines the method to be employed in collecting this data. Towards this
end, various methodologies qualitative and quantitative are available for
data collection, of which interviewing is a part of. It is this paper’s
purpose to discuss interviewing as a data collection method, particularly
focusing on its value, strengths and weaknesses. For purposes of this
discussion, interviews shall be defined as controlled conversations that the
interviewer uses to obtain data required from the respondent by means of asking
serious questions verbally (Akbayrak: 2000). The essay will not delve into the
different interviewing techniques, but tackle interviewing in the collective.
Interviews are a
key qualitative data collection method for social research. There are many
reasons to use interviews for collecting data and using it as a research
instrument. They are mainly useful in cases where there is need to attain
highly personalized data, as well as in cases where there
are opportunities for probing to get underlying factors. They also become
a viable option where there are limited respondents and a good
return rate is important, and also where respondents are not fluent in the
native language of a country, or where they have difficulties with written
language (Gray: 2004).
The main
advantage of interviews stems from their capability to offer a complete
description and analysis of a research subject, without limiting the scope of
the research and the nature of participant’s responses (Collis & Hussey,
2003). Interviews are thus useful for gaining insight and context into a
topic. They can provide information to which the interviewee was
previously privy to, unlike other data collection methods such as questionnaires
may act as blinkers to the responses required. They thus become critical
for discovery oriented researches where the researcher is, in advance, only
roughly aware in of what they are looking for. In an interview, there is leeway
for a respondent to describe what is important to them, and from their
responses useful quotes and stories can also be collected.
In response to
the need to seek complete description and analysis of subject matter,
interviews from the onset, facilitate for the accurate screening for the right
interviewee. Due to the nature of information sought, which has to be in
depth, accurate, and reliable, the interviewer has to find the right individual
who has the desired information. If the assessment is around certain work
processes, then individuals directly involved in the work, or those directly
affected by the work are purposefully sampled. In line with the above, face to
face interviews will go further in making screening more accurate, as an
individual being interviewed is unable to provide false information during
screening questions such as gender, age, or race(Akbayrak: 2000).
When conducted
face to face, another key advantage of using interviews as a data collection
method surfaces. This one stems from their ability to capture verbal and
non-verbal ques in the data collection process. One is able to pay
attention to body language and expressions which may indicate levels of
excitement or discomfort brought about by certain questions. Such question can
highlight where there is a chance of information being falsified, where
there is dissonance between what is being said and what one strongly
feels about the matter, or even to validate a point being emphasized. An
example may be the signal brought about by someone claiming to enjoy their work,
whilst showing signs of distress as they do so. A skilled interviewer is then
supposed to capture such, and use it to probe and find the underlying reasons
behind the action. The observation can also be used probe subsequent
interviewees and solicit for the right answers.
Interview skills and interviewer’s effect
Depending on the
skill level of the interviewer, interviews can keep the data collection
process in focus. The interviewer is the one who has control over the
interview and can keep the interviewee focused and on track to
completion. It thus allows for more control over the order and flow of
questions. Interviews they also provide for additional intervention when
needed. This may consist of more explanations being provided to clarify the
question, as well as requesting the respondent to explain further if the answer
provided remains vague (Abawi; 2013). Probing always ensures that a there
is clarity by the end of the interview. Information gathered is thus more
complete and there is a greater understanding of the issues under research. The
interviewee still remains with the opportunity to introduce critical
changes in the interview schedule based on initial results, a phenomenon
which is not possible when one makes use of other methods such as questionnaires.
From the fact
that interviews are only as good as their interviewer comes the downside.
Their being highly dependent on the skills and abilities of the interviewer can
have a negative impact on the effectiveness of the interview. Like all qualitative
methods, the heavy reliance on the interviewer becomes problematic as the
outcomes may not be perceived as reliable largely due to the fact that they
mostly come from researcher’s personal judgments and interpretations. For the
reason stated above, interviewing, like all qualitative data collection
methodology has often been considered as being more subjective, or prone
to individual interpretation (Miles & Huberman, 1994).
It is worth
noting that interviewing is very susceptible to a certain level of bias.
In unstructured in depth interviews, one can direct an interview in a direction
best suiting their world view, which may in turn affect the validity of results
produced. On the same note, the interviewer’s own perceptions may hinder
the free flow of information as they begin interpret responses, albeit to
suit their own expectations, regardless of the message the interviewee meant to
put across. Risk of bias can also be heightened due to fatigue, as well as
becoming too involved with interviewees (Abawi: 2013). In terms of involvement
with interviewees, the researcher may develop some form of empathy for the
interviewer which may block their objective analysis of the issue at hand. It
is however worth noting that bias can also be subject several factors such as
skill level of the interviewer, world view, and other socio political factors.
A certain level of bias can thus be reduced through training and adherence to
research ethics. Hoyle, Harris and Judd (2002) go on to state that proper
training and proper interviewer behaviour helps greatly in achieving the goals
of an interview.
Heavy reliance on
the interviewer signifies a great need for skills, and thus proper training. In
cases where interviews are being held at a larger scale, these to be organized
and trained which may require a lot of financial resources (Akbayrak:
2000). The cost factor thus begins to show up as a critical success factor in
interviews. This becomes a major disadvantage, especially face to face
interviews. They typically require one to be available to conduct the
interviews, which will mean logistical costs to get to the interviewee. Even
when held over the telephone, the call costs have to be factored in. In
addition to the expensive nature of interviews, they can also be time
consuming as compared to other data collection methods.
The fact
that interviews require a great amount of time to collect information
is another disadvantage of the method. They require careful preparation of
which, ideally this requires a lot of time and effort. Typical planning will
involve arrangements for visits, seeking necessary permission, confirming
arrangements, and at times rescheduling appointments to cover absences and
crises which need more time (Akbayrak, 2000). The same author is also of the
belief that any interview under half an hour is unlikely to valuable, whilst an
interview that lasts more than an hour may be unreasonable on busy
interviewees. Also to be considered is that, the analysing and transcribing
requires time. Mouton, Hawkins, McPherson, and Copley (1987) calculate that one
hour recorded interview material requires up to ten hours in order to conduct
transcription from dictation. In addition to the above, interviewing can also
be tiresome, especially if there is a large numbers of participants. Data
analysis is also much more difficult for interviews, especially when there is a
lot of qualitative data. In order to address the time and cost issue,
researchers usually respond by reducing the number of persons to participate,
which in turn can has adverse effects on the quality of results due to
inadequate sources of triangulation.
Closely related
to fatigue, interviews, if not properly communicated and initiated stand
the danger of appearing to be intrusive to the respondent. The respondent often
has to spare limited available time to accommodate the interviewer, and as the
interview progresses, certain questions may provide discomfort, whilst a
lengthy interview may frustrate the interviewee. On a positive note, one also
notes that the personal nature of interviews can also aid in soliciting for
higher response rates. Respondents are more likely to be committed to providing
meaningful information in an interview than they would otherwise do with
questionnaires (Abawi; 2013). The refusal rate for personal interviews is
typically very much smaller than non-response rate for questionnaires and other
methods (Akbayrak: 2000).
One of the main
characteristic of interviews is that they are mostly appropriate for small
samples whilst their outcomes are not quantifiable. Because it is more
appropriate for small samples, it is also risky for the results of
qualitative research to be perceived as reflecting the opinions of a wider
population. It is worth acknowledging that above all, interviews enable the
interviewer to reach the limits of a respondent’s knowledge, encourage
co-operation and help to establish rapport as well as allow the interviewer to
make an accurate assessment of the situation and what the respondent believes
or thinks. In as much as they have their underlying weaknesses, they remain
very useful in gathering qualitative data. Like all other data gathering
methods, they are most effective through triangulation with other
methods. Furthermore, a disadvantage of one data collection method is most
likely the advantage of the other. O’Leary (2004) further remarks that it is
worth remembering that one method of data collection is not inherently better
than another.
References:
Abawi K. (2013) “Data collection instruments (questionnaire and interview).”
Paper presented at: Geneva Workshop 2013. Training Course in Sexual and
Reproductive Health Research; 2013 Sep 18; Geneva. Retrieved from: http://www.gfmer.ch/SRH-Course-2013/Geneva-Workshop/Data-collection-instruments-Abawi-2013.htm