Data Collection Methods II 2.06 Data Collection Methods II

Types of Data Primary: information gathered for specific research question Secondary: collected earlier, but related to research question Shank, p 105

Methods of Collecting Primary Data Depth Interviews Focus Groups Surveys Experiments

Pros/Cons of Depth Interviews Anecdotal Information Accurate Answers Cons Time Money Limited Sample Size

Pros/Cons of Focus Groups Gauge consumer reactions Monitor group reactions Cons Susceptible to leader’s biases Small sample size Expensive

Pros/Cons of Surveys Pros Data can be quantified Accurate sample size Able to ask many questions Cheap & fast Cons Low participation rate Feedback is limited

Pros/Cons of Experiments Can be performed in actual settings Participants may not be aware they are being monitored—natural reactions Cons Sample is hard to control Small sample sizes Interpretation of data