Data Collection

The next step in conducting a business research project is collecting the data. At this point, the literature review is complete, and the research questions formed. You have also selected your methodology and research design, so the next step is data collection. As discussed in previous modules, the data collection will depend on the methodology and research design. In this module, both qualitative and quantitative data collection methods will be reviewed.      

Learning Objectives

• Be able to select an appropriate data collection method
• Understand qualitative data collection methods
• Understand quantitative data collection methods
• Understand the role of secondary data

Qualitative Data Collection Methods

Interviews are a common qualitative data collection method that consist of structured or unstructured questions. The open-ended approach is more conversational in nature and requires the researcher to actively participate in the discussion. As such, the interview will vary depending on each participant. On the other hand, structured interviews are a set of predetermined questions designed to elicit specific responses among all participants (Yin, 2016).  

Observation is a category of methods for systematically recording the behavior of people, objects or occurrences without communicating with the individuals involved. Business researchers conduct observational research using human researchers and machines. Many types of data can be obtained more accurately through observation since it bypasses any bias that may originate with the way the study participant presents his behavior (Zikmund, Babin, Carr, & Griffin, 2013).

Quantitative Data Collection Methods

Surveys include those delivered by mail, by telephone, and via electronic means. This is typically a fast, inexpensive way to gather information, but the response rate is usually very low. This raises the question of sample bias considering that respondents may differ significantly from those who chose not to respond. Incentives for participation are commonly offered to increase response rates (Zikmund et al., 2013).

Experiments allow researchers to control the research environment to evaluate causal relationships among variables. The independent variable is manipulated to assess the impact on the dependent variables. Ideally, study participants will be randomly assigned to control and treatment groups (Zikmund et al., 2013).  

Secondary Data

Secondary data is a particularly rich source of information for business researchers. Secondary data includes any data previously collected for some other purpose and the business world is full of such sources. Census reports, corporate annual reports and financial statements, government reports, annual reports on currency and finance, reports from trade associations, and from international organizations like the World Bank, the International Monetary Fund, the World Trade Organization, and others are just a few of the sources of secondary data commonly available to the business researcher. Add to these unpublished records that may be available from your site partner like accounting and financial records, personnel records, inventory records, meeting minutes and more. Also included in secondary sources are media reports from trade and financial journals and newspapers (Satyaprasad & Krishnaswami, 2010). 

The advantages of using secondary data include the ability to analyze a larger data set and analyze data that covers much longer time periods. Secondary data can give you information individuals you might not otherwise have access to, like top business leaders, through interviews they have granted to the trade press. Also, because secondary data has already been collected it is free of any reactive bias related to the current study (Quinton & Smallbone, 2006). 

The biggest disadvantage of using secondary data is that because it was collected for some other purpose it may not meet the specific needs of the current project. The data may not be as accurate as desired, or it may be out of date. The sources for this data may not be available to the researcher, so asking further questions is often not an option (Satyaprasad & Krishnaswami, 2010).

Data Sources Specific to Business Research

A natural source of secondary data that is very specific to the needs of the company under study is the company’s internal records. Today’s companies routinely collect and archive mountains of information about every aspect of their business, and this information can be a gold mine for the business researcher. Three considerations worth special mention are the warranty information, retail audits, and consumer panels.  

Warranty information is typically housed electronically and can provide insight into the reliability of products being purchased, and to some extent the level of customer satisfaction with those products. Retail audits collect information from retail outlets about a brand’s sales volume, sales trends, stock levels, effectiveness of in-store display and promotion efforts and more. These are commonly conducted by third party services, thus reducing any inherent bias. Consumer panels are groups of consumers who are surveyed repeatedly over time. Since the same individuals are surveyed repeatedly the data may be used for both longitudinal and cross-sectional studies of consumer behavior (Fox, Albaum, & Ramnarayan, 1993).  

Scenario: ABC Consulting

Data collection depends greatly on the research method and design being utilized. In a quantitate study, a larger group may be sampled to make generalizations. These often come through questionnaires or survey type collection methods. In qualitative methods, most data are collected from interviews or observations. A smaller group may be brought in for individual or focus group interviews to develop themes related to their experiences. 

For the quantitative study, a survey was sent via company email to an entire department. The email assured participants that their results could not be individually identified, as it was coming from an outside source that would analyze data. In addition, members that agreed to participate were put into a drawing for a $100 gift card. 

In the qualitative study, a group of five members from a team of 40 were selected to participant in a focus group. Each member was assured that their identity would be protected. As part of the focus group, members were treated to a catered lunch off site, and spoke with the researcher for approximately an hour. 

For Further Study

Research Ready: Designing Surveys: https://cirt.gcu.edu/research/developmentresources/research_ready/designing_surveys

How To Do A Research Interview: https://youtu.be/9t-_hYjAKww

Tips For Conducting An Effective Interview: https://youtu.be/M_70RSHvqPM

Demo Qualitative Interview With Mistakes: https://youtu.be/U4UKwd0KExc

Surveys and Samples: https://youtu.be/nabw6v93Xns

Examples of Bias in Surveys: https://youtu.be/r1R00l8Z5lg

A Survey In 10 Steps: https://youtu.be/U1MYM35qUr8

Experimental Designs in Social Research: https://youtu.be/48bxYQWnF6U

Secondary Data Sources

Bureau of Labor Statistics: https://www.bls.gov/

US Census Bureau: https://www.census.gov/

Consumer Confidence Index:

https://www.conference-board.org/data/consumerconfidence.cfm

Bureau of Economic Analysis: 

https://www.bea.gov/newsreleases/international/trade/tradnewsrelease.htm

References

Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed methods design. In: Sage, London.

Fox, K. F., Albaum, G., & Ramnarayan, S. (1993). Consumer panels: A review of characteristics and use in consumer behavior research. ACR European Advances.

Quinton, S., & Smallbone, T. (2006). Postgraduate research in business: a critical guide: Sage.

Satyaprasad, B., & Krishnaswami, O. (2010). Business research methods. In: Himalaya Publishing House.

Yin, R. (2 Eds.). (2016). Qualitative research from start to finish (2^nd ed.). New York, NY: The Guilford Press. 

Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods: Cengage Learning.