1. Data Collection Methods II
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Data Collection Methods II

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

3. Methods of Collecting Primary Data
Depth Interviews
Focus Groups
Surveys
Experiments

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

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

6. 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

7. 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