Mar 52:34 PM
Unit 3
Lesson 3: Primary Data and Sampling
By the end of class, I will be able to:
determine and describe principles of primary data collection
determine the criteria that should be considered in order to collect reliable primary data describe the characteristics of a good sample
describe and compare some sampling techniques
Mar 52:48 PM
Primary Data Collection Method:
OBSERVATION
Observation involves recording
the behavioural patterns of
people, objects and events in a
systematic manner
Definition
Methods Include:
•
Structured or Unstructured
•
Natural or Contrived
•
Disguised or Undisguised
Mar 52:49 PM Unstructured Observation:
OBSERVATION METHOD:
STRUCTURED VS. UNSTRUCTURED
Structured Observation:
• It is appropriate when the problem is clearly defined and the information needed is specified.
• The researcher specifies in detail what is to be observed and how the measurements are to be recorded.
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• The potential for bias is high. Observation findings should be treated as hypotheses to be tested rather than as conclusive findings.
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• the researcher monitors all aspects of the phenomenon that seem relevant.
• It is appropriate when the problem has yet to be formulated precisely
and flexibility is needed in observation to identify key components of the problem and to develop hypotheses.
Mar 53:19 PM
OBSERVATION METHOD:
Disguised vs. Undisguised
Respondents are unaware they
are being observed and thus
behave naturally.
DISGUISED
OBSERVATIONS
Disguise is achieved, for
example, by hiding, or
using hidden equipment
or people disguised as
shoppers.
UNDISGUISED
OBSERVATIONS
There is a danger of the
Hawthorne effect – people
behave differently when
being observed.
Mar 53:29 PM
•
Observing behaviour as it takes place
in the environment, for example,
eating hamburgers in a fast food
outlet.
OBSERVATION METHOD:
Natural vs. Contrived
Natural Observation
•
Observing behaviour in an artificial
environment, for example, a food
tasting session.
Contrived Observation
Mar 53:36 PM
Primary Data Collection Method:
EXPERIMENTS
Sample is Chosen From the Population
The sample is subdivided into TWO groups
Treatment Group
• Given the treatment being tested.
• Observed for possible effects of treatment.
• Observations are compared with those made on Control Group.
Control Group • Not given the treatment
being tested.
• Might be given a
placebo or fake treatment.
• This group allows the experimenter to control for other factors.
If the experimenter does not know which group is the Control Group and which is the Treatment Group, then it is considered to be a double
blind study.
Mar 53:45 PM
•
Surveys
are one of the most popular methods of
collecting primary data.
•
Can be conducted by interview, mailin, telephone,
internet, email
•
They are a series of carefully designed questions
•
Bad questions create bad data
•
Good questions may create good data
Primary Data Collection Method:
SURVEYS
Mar 67:59 AM
Primary Data Collection Method:
SURVEYS
• Many different possible outlets (phone, written, email, etc.)
• There can be design problems.
ADVANTAGES
DISADVANTAGES
• Possible anonymity of the respondent.
• Relatively cheap to conduct.
• Cover a large number of people and geographic areas.
• Problems with incomplete questions and poor
response rates.
• Not always possible to give assistance if required.
• Questions have to be
Mar 68:09 AM
SURVEY METHOD:
Designing a Survey
TITLE
• The title should indicate the subject of your study. • It can be vague so respondents' answers are not
influenced.
INSTRUCTIONS
• Explain how the survey should be conducted. • For example, "Circle the answer that best applies
to you"
• Some instructions can be left until right before a specific question if that question needs further explanation.
• Within the instructions, state whether or not the survey is anonymous or not.
QUESTIONS
• Take extra time to consider the wording of you questions.
• Always test out your survey on a group before it is used in a large scale manner.
Mar 68:40 AM
SURVEY METHOD:
TYPES OF QUESTIONS
• respondents answer in own words
• gives a wide variety of answers
• may be difficult to interpret
• does offer the possibility of gaining data you did not know existed
• sometimes used in preliminary collection of information, to gain a sense of what is going on and possibly define the categories of data you will end up studying
• questions that require the respondent to select from pre defined categories of responses
• options may be easily analyzed
• options presented may bias the result
• options may not represent the population and researcher may miss what is going on
• sometimes used after an initial open ended survey as the researcher has already identified data categories
OPEN QUESTIONS
Mar 68:49 AM Information
• ex: circle the correct response • Sex F M
SURVEY METHOD:
STYLES OF QUESTIONS
Checklist
• ex: check all of the following that apply • Teacher:
Smart □ Wise □ Good Looking □
Ranking Questions
• ex: rank the following in order of importance □ Health Care □ Security □ Tax Relief
Rating Questions
• ex: How would you rate your teacher?
• □ Great □ Fabulous □ Incredible □ Outstanding
Mar 69:24 AM
