Research Tools and Techniques The Research Process: Step 6 (Research Design – Element 9 Data Collection Methods (C) – Interviews, Observation and Physical Measurement) Lecture 21

Lecture Topics Covered Previously in the Last Lecture Principles of Questionnaire Design Data Collection through Interviews

What we are going to Cover in this Lecture Data Collection through Interviews Observational Surveys Physical Measurement

THE RESEARCH PROCESS (1). Observation The Broad Problem Area (2). Preliminary Data Gathering Interviews and Library Search (3). Problem Definition (4). Theoretical Framework Variables Identification (5) Generation of Hypothesis (6). Scientific Research Design (7). Data Collection and Analysis (8) Deduction (9). Report Writing (10). Report Presentation (11). Managerial Decision Making

THE ELEMENTS OF RESEARCH DESIGN 2. Type of Investigation Establishing: Causal Relationship or Co-relational 1. Purpose of Study Exploratory Descriptive Hypothesis Testing Case Study 3. Extent of Researcher Interference Minimal Moderate Excessive 4. Study Setting Contrived Non-Contrived 10. Test Application Feel for Data Goodness of Data Hypotheses Testing 6.Unit of Analysis (Population to be studied) Individuals Dyads Groups Organizations Machines etc. 7. Sampling Design Probability Non-probability Sample Size (n) 8. Time Horizon One-Shot (Cross-Sectional) or Longitudinal 9. Data Collection Methods Observation Interviews Questionnaire Physical Measurement 5. Measurement & Measures Operational Definition Scaling Categorizing Coding Problem Statement

Focus Groups & Panel Surveys Focus Groups 8-10 members (Experts) Moderator  Leading role Duration: 15 min – 2 hours Spontaneous responses Occur once Example: Woman entrepreneur likes to know which kind of bags the ladies would take interest in.

Panel Surveys Meet more than once i.e. again and again. Example: Television viewing of panels. Two Types – Static and Dynamic: Static panels have same members while in Dynamic panels the members change over the period of time.

“Observation” or Observational Surveys 1. Participant Observer Vs. Non-Participant Observer. 2. Structured Vs. Unstructured Observational Studies.

1. Participant Observer Vs. Non- Participant Observer A. Participant Observer: Becomes the part of the group which is investigated i.e. a researcher joins as a laborer to study labor issues at construction sites. Sometimes work as a spy. Useful in ethnographic surveys.

B. Non-Participant Observer: Do not become part of the group i.e. a researcher takes permission from senior authorities, sits in the corner and observes day to day activities.

2. Structured Vs. Unstructured Observational Studies A. Structured Observational Studies: Structured Observational Studies have a Predetermined format. Researcher has to design a format according to the research topic. Variables are identified on which data is gathered. Date: May 29 th, 2011, Bank Alfalah, F-10 Branch Sr. # Name of Employee Time Spent on Job Number of Clients Dealt Accounts Opened Lunch Time Break 1.Farhan Haq7 hrs 20 min13630 min 2.Asifa Noor8 hrs15340 min 3.Ali Majeed7 hrs 35 min1451 hr 4.Usman Sheikh8 hrs 10 min17745 min 5.Uzma Yaqoob9 hrs21950 min

B. Unstructured Observational Studies: No idea what will happen in a study. The events are noted down in a diary as they happen. Example: Toy preferences of group of prep level children in a nursery.

Data Collection through Mechanical Observation Cameras and CCTVs Optical scanners of bar codes Tracking systems on websites

Some Issues and Drawbacks of Observational Studies It is necessary for the observer to be physically present often for prolonged periods of time. There might be recording errors, memory lapses and errors in interpreting activities. Observer’s observers are trained and inter observer reliability is sought.

Physical Measurement Determining the measurement properties of the instrument. Monitor whether the instrument satisfies accuracy requirements. Choose a measurement instruments fulfilling the predefined requirements. Check whether the equipment is still working properly for each measurement.

Summary Data Collection through Interviews Observational Surveys Physical Measurement