DEPARTMENT OF HUMAN RESOURCE

MANAGEMENT
D.G.VAISHNAV COLLEGE (AUTONOMOUS)

Topic: Data Collection for Quantitative

Method
Name: Muthumanikandan K
Aug 2015

Date: 11 th

In general there are two basic types of primary research quantitative data collection and
qualitative data collection. Quantitative data collection involves the use of numbers to assess
information. This information can then be evaluated using statistical analysis which offers
researchers the opportunity to deeper into the data and look for greater meaning
QUANTITATIVE RESEARCH
Quantitative research is the numerical representation and manipulation of observations for the
purpose of describing and explaining the phenomena that those observations reflect. It is used in
a wide variety of natural and social sciences, including physics, biology, psychology, sociology
and geology (Wikipedia Encyclopedia, 2005).
Creswell (1994) has given a very concise definition of quantitative research as a type of research
that is `explaining phenomena by collecting numerical data that are analyzed using
mathematically based methods (in particular statistics).'
In general terms, Quantitative research is a study involving the use and analyses of numerical
data using statistical techniques. They pose questions of who, what, when, where, how much,
and how many.
Quantitative research methods are designed to produce statistically reliable data that tells us how
many people do or think something. Quantitative data typically is in numerical form such as
averages, ratios or ranges.

Qualitative Methods
Methods include focus groups, in-depth
interviews, and reviews of documents for
types of themes

Quantitative Methods
Surveys, structured interviews & observations, and
reviews of records or documents for numeric information

Primarily inductive process used to formulate

theory or hypotheses

Primarily deductive process used to test pre-specified

concepts, constructs, and hypotheses that make up a theory

More subjective: describes a problem or

condition from the point of view of those
experiencing it
Text-based

More objective: provides observed effects (interpreted by

researchers) of a program on a problem or condition

More in-depth information on a few cases

Less in-depth but more breadth of information across a

large number of cases
Fixed response options

Unstructured or semi-structured response

options
No statistical tests

Number-based

Statistical tests are used for analysis

Can be valid and reliable: largely depends on

skill and rigor of the researcher
Time expenditure lighter on the planning end
and heavier during the analysis phase

Can be valid and reliable: largely depends on the

measurement device or instrument used
Time expenditure heavier on the planning phase and
lighter on the analysis phase

Less generalizable

More generalizable

Common data collection methods for Quantitative Research

1. Surveys
a. Custom surveys
b. Mail/e-mail/Internet surveys
c. Self-administered questionnaire surveys
d. Omnibus surveys
2. Interview
a. Structured interviews b. Unstructured interviews
i. Focused interviews
ii. Depth interviews
3. Observation
a. Participative
b. Non participative
Interviews can also be conducted by contacting the respondents through telephone (which can
be structured or non-structured, depending on the type of questions being asked).
SURVEYS
This method captures information through the input of responses to a research instrument
containing questions (such as a questionnaire).. Information can be input either by the
respondents themselves (e.g., complete online survey) or the researcher can input the data (e.g.
phone survey, mall intercept). The main methods for distributing surveys are via postal mail,

phone, and website or in person. However, newer technologies are creating additional delivery
options including through wireless devices, such as smart phones.
As surveys are self-reported by participants, there is a possibility that responses may be biased
particularly if the issues involved are sensitive or require some measure of disclosure on trust by
the participant. It is therefore vital that surveys used are designed and tested for validity and
reliability with the target groups who will be completing the surveys.
Questions within the survey can be asked in several ways and include: closed questions, openended and scaled questions, and multiple choice questions. Closed questions are usually in
the format of yes/no or true/false options. Open-ended questions on the other hand leave the
answer entirely up to the respondent and therefore provide a greater range of responses.
Additionally, the use of scales is useful when assessing participants attitudes. A multiple choice
question may ask respondents to indicate their favorite topic covered in the program, or most
preferred activity. Other considerations when developing a survey instrument include: question
sequence, layout and appearance, length, language, and an introduction and cover letter.
Sensitive questions should be placed near the end of a survey rather than at the beginning.
Omnibus Survey
An omnibus survey is a type of telephone survey. Essentially, in this type of survey the
conducting agency (survey firm) inserts questions of special interest to individual clients. It can
be extremely useful for "pulse taking" (i.e. monitoring opinions and attitudes regarding a certain
issue). Often omnibus surveys are conducted once or twice a week. They consist of a minimum
of 1,000 interviews ( men and women).
Pros:
1. Quick turn around - the researcher can have analyzed data within a week.
2. Fairly cheap in comparison to other survey methods.
Cons:
1. Since the response rate is fairly low, even though the sample is drawn randomly, data is
not 100% generalizable to the population in question.

INTERVIEWS
The interview method of collecting data involves presentation of oral-verbal stimuli and reply in
terms of oral-verbal responses. This method can be used through personal interviews and through
telephone interviews. They can range from in-depth, semi-structured to unstructured depending

on the information being sought. It helps secure certain information from the subject, which is
known only to himself and cannot be gathered from any other source

Advantages of face to face interview:

detailed questions can be asked

further probing can be done to provide rich data
literacy requirements of participants is not an issue
non verbal data can be collected through observation
complex and unknown issues can be explored
Response rates are usually higher than for self-administered questionnaires.

Disadvantages of face to face interviews:

they can be expensive and time consuming

training of interviewers is necessary to reduce interviewer bias and are administered in a
standardized why
they are prone to interviewer bias and interpreter bias (if interpreters are used)
sensitive issues might be challenging

TELEPHONIC INTERVIEWS
Advantages of telephonic interviews:

are cheaper and faster than face to face interviews

use less resources than face to face interviews
allow to clarify questions
do not require literary skills.

Disadvantages of telephone interviews :

having to make repeated calls as calls may not be answered the first time
potential bias if call backs are not made so bias is towards those who are at home
only suitable for short surveys
only accessible to the population with a telephone
not appropriate for exploring sensitive issues.

OBSERVATIONAL TECHNIQUES
The observation method is the most commonly used method, especially in studies relating to
behavioral sciences. Observation becomes a scientific tool and the method of data collection for

the researcher, when it serves a formulated research purpose, is systematically planned and
recorded and is subjected to checks and controls on validity and reliability.
Unlike the data gathered from an interview, observation records irrefutable facts about peoples
behavior.
Disadvantages of Observational Techniques
Two problems associated with observational techniques are response bias and observer bias.
Response bias occurs when someone who knows that he or she is under observation behaves in
ways that are designed to provide the researcher with information that the person observed thinks
the observer seeks (in an effort to help science). If this goes undetected, it may contaminate the
data.
Observer bias occurs when two observers place different interpretation on some item of behavior.
Obviously, no two interpretations are ever exactly the same, but when they are markedly
different, we have to either reach a compromise about the meaning of the behavior, or simply
agree to differ. It could, of course, be behavior that is normally repeated, in which case both
observers could be on hand to observe it concurrently and then reach an agreement.
While observational methods are used less frequently than surveys and interviews, they are
always worth considering for your total research strategy, depending, of course, on the nature of
what you are researching. It is worth repeating that the reliability and validity of data is increased
by the evidential corroboration and cross-checking that the use of more than one method of data
collection provides.
GLOSSARY
Structured Interview - The aim of this approach is to ensure that each interview is
presented with exactly the same questions in the same order.

Unstructured Interview- An unstructured interview is an interview in which there is no

a specific set of predetermined questions.
Psychology - The study of mind and behavior. It is an academic discipline and an applied
science which seeks to understand individuals and groups by establishing general
principles and researching specific cases.
Sociology - The scientific study of social behavior, its origins, development, organization,
and institutions. It is a social science that uses various methods of empirical investigation
and critical analysis to develop a body of knowledge about social order, social disorder
and social change
Hypothesis A supposition or proposed explanation made on the basis of limited
evidence as a starting point for further investigation.

References:

C.R.Kothari and Gaurav Garg, Research Methodology: Methods and Techniques, Third
Edition 2014; New Age International Private Ltd. (Pg. No. 91 100)
C. Sivapragasam, G.Vijayalakshmi; Research Methods Tips and Techniques; 2009;
MJP Publishers. (Pg. No. 59 70)
http://isites.harvard.edu/fs/docs/icb.topic1463827.files/2007_Sukamolson_Fundamentals
%20of%20Quantitative%20Research.pdf
http://www.researchproposalsforhealthprofessionals.com/data_collection
%20quantitative.htm
http://people.uwec.edu/piercech/researchmethods/data%20collection%20methods/data
%20collection%20methods.htm
http://www.orau.gov/cdcynergy/soc2web/Content/phase05/phase05_step03_deeper_quali
tative_and_quantitative.htm
QUESTIONS
PART A
1. List out the common methods of data collection.
2. What does quantitative research mean?
3. What is meant by omnibus survey?

PART B
1. Enumerate on observational technique as a method of data collection
2. Mention the different types of interviews.
3. Differentiate between qualitative and quantitative methods of data collection.
PART C
1. Explain the various techniques of data collection for quantitative research with suitable
examples.

ANSWERS
1. List out the common methods of data collection.
Ans : The common methods of data collection are interviews, surveys, and observation method.
2. What does quantitative research mean?
Ans : Quantitative research is the numerical representation and manipulation of observations for
the purpose of describing and explaining the phenomena that those observations reflect. It is used
in a wide variety of natural and social sciences, including physics, biology, psychology,
sociology and geology. Quantitative data collection involves the use of numbers to assess
information.
3. What is meant by omnibus survey?
Ans : An omnibus survey is a type of telephone survey. It can be extremely useful for "pulse
taking" (i.e. monitoring opinions and attitudes regarding a certain issue). They consist of a
minimum of 1,000 interviews, men and women.
4. Enumerate on observational technique as a method of data collection
Ans : The observation method is the most commonly used method, especially in studies relating
to behavioral sciences. Observation becomes a scientific tool and the method of data collection
for the researcher, when it serves a formulated research purpose, is systematically planned and
recorded and is subjected to checks and controls on validity and reliability. Unlike the data
gathered from an interview, observation records irrefutable facts about peoples behavior.
The great advantage of observational techniques is that we can observe directly the behaviour of
customers, rather than self reported behavior. This removes one of the major causes of error in
market research - memory loss, poor recall, and perceptions affected by experiences after the
original experience. It also reduces error due to translation, and provides a richer dataset that
includes non-verbal and physical behavior. Just like in other regions, what is said is very often
different from what is actually done - for a variety of reasons.
Though generally more expensive, observational techniques are often of higher value than the
cheaper self report methods, simply because they focus on actual behaviour. It is best used in
assessing customer service, case study research, or situations where gathering detailed
information on beahviour is critical.
5. Mention the different types of interviews.

Ans : The interview method of collecting data involves presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses. This method can be used through personal interviews and
through telephone interviews. They can range from in-depth, semi-structured to unstructured
depending on the information being sought. Interviews can be classified as
a. Structured interviews
b. Non structured interviews
i. Focused interviews
ii. Repetitive interviews
iii. Depth interviews
iv. Non directive interviews
6. Differentiate between qualitative and quantitative methods of data collection.
Qualitative Methods

Quantitative Methods

Methods include focus groups, in-depth

interviews, and reviews of documents for
types of themes
Primarily inductive process used to formulate
theory or hypotheses

Surveys, structured interviews & observations, and

reviews of records or documents for numeric information

More subjective: describes a problem or

condition from the point of view of those
experiencing it
Text-based

More objective: provides observed effects (interpreted by

researchers) of a program on a problem or condition

More in-depth information on a few cases

Less in-depth but more breadth of information across a

large number of cases
Fixed response options

Unstructured or semi-structured response

options
No statistical tests

Primarily deductive process used to test pre-specified

concepts, constructs, and hypotheses that make up a theory

Number-based

Statistical tests are used for analysis

Can be valid and reliable: largely depends on

skill and rigor of the researcher
Time expenditure lighter on the planning end
and heavier during the analysis phase

Can be valid and reliable: largely depends on the

measurement device or instrument used
Time expenditure heavier on the planning phase and
lighter on the analysis phase

Less generalizable

More generalizable

7. Explain the various techniques of data collection for quantitative research with
suitable examples.
Ans : In general there are two basic types of primary research quantitative data collection and
qualitative data collection. Quantitative data collection involves the use of numbers to assess
information. This information can then be evaluated using statistical analysis which offers
researchers the opportunity to dig deeper into the data and look for greater meaning. Certain

information is by nature numerical. For example, asking a person their actual age or yearly
income will result in a number. For instance, research of customers attitude toward a companys
products is qualitative
While quantitative analysis is potentially used for all types of research purposes it is most critical
for hypothesis testing, such analysis may prove very relevant by allowing the researcher to draw
conclusions.
Advantages Of Quantitative Research
1. Provides estimates of populations at large.
2. Indicates the extensiveness of attitudes held by people.
3. Provides results which can be condensed to statistics.
4. Allows for statistical comparison between various groups.
5. Has precision, is definitive and standardized.
6. Measures level of occurrence, actions, trends, etc.
7. Can answer such questions as "How many?" and "How often?"
The most commonly used techniques of data collection for qualitative research are
Surveys
c.
d.
e.
f.

Custom surveys
Mail/e-mail/Internet surveys
Telephone surveys
Self-administered questionnaire surveys

Interview
g. Structured interviews
A structured interview (also known as a standardized interview or a researcheradministered survey) is a quantitative research method commonly employed in
survey research. The aim of this approach is to ensure that each interview is
presented with exactly the same questions in the same order. This ensures that
answers can be reliably aggregated and that comparisons can be made with
confidence between sample subgroups or between different survey periods.
h. Un structured interviews
An unstructured interview is an interview in which there is no a specific set of
predetermined questions, although the interviewer usually has certain topics in
mind that they wish to cover during the interview. Unstructured interviews flow
like an everyday conversation, and tend to be more informal and open-ended.
i. Focused interviews
ii. Repetitive interviews
iii. Depth interviews

iv. Non directive interviews

Observation
The observation method is the most commonly used method especially in
studies relating to behavioral sciences. In a way we all observe things around us,
but this sort of observation is not scientific observation. Observation becomes a
scientific tool and the method of data collection for the researcher, when it
serves a formulated research purpose, is systematically planned and recorded
and is subjected to checks and controls on validity and reliability. Under the
observation method, the information is sought by way of investigators own
direct observation without asking from the respondent. For instance, in a study
relating to consumer behavior, the investigator instead of asking the brand of
wrist watch used by the respondent, may himself look at the watch. The main
advantage of this method is that subjective bias is eliminated, if observation is
done accurately. Secondly, 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.
Thirdly, this method is independent of
respondents willingness to respond and as such is relatively less demanding of
active cooperation on the part of respondents as happens to be the case in the
interview or the questionnaire method. This method is particularly suitable in
studies which deal with subjects (i.e., respondents) who are not capable of giving
verbal reports of their feelings for one reason or the other However, observation
method has various limitations. Firstly, it is an expensive method. Secondly, the
information provided by this method is very limited. Thirdly, sometimes
unforeseen factors may interfere with the observational task. At times, the fact
that some people are rarely accessible to direct observation creates obstacle for
this method to collect data effectively.

i. Participative
j. Non participative Interviews can also be conducted by contacting the respondents
through telephone (which can be structured or non structured, depending on the
type of questions being asked).