Student often ask us what data collection method is best for my primary research? Our answer is six factors influence your data collection method decision. We call these the ‘6Rs’ – relevance, rigour, response, range, replication and road-testing.
#1 Relevance
Choose a method because it is relevant for the type of data you intend to compile. You can gather data that is measurable and numerical, descriptive and non-numerical, or a combination of both. These are called quantitative, qualitative and mixed data, respectively.
If your aim is to test hypotheses and theories, calculate and measure numbers, show relationships between variables and/or predict outcomes, then employ quantitative methods. Your options include surveys and questionnaires.
However, if your objective is to build theory by exploring individuals’ actions, behaviour, perceptions and views and/or understand the meanings people attach to experiences and events, then employ qualitative methods. Your options include diary accounts, focus groups, in-depth interviews and observational studies.
#2 Rigour
Choose a method because it is academically rigorous. Rigour is established by rationalising the motivations for using a particular collection method. You demonstrate rigour by integrating appropriate learning from prior, similar studies into the design of your primary research. For instance, adopting an approach previously used by other scholars, so it fits the requirements of your study. By doing this, you justify your decision to draw upon comparable methodologies from earlier studies.
To illustrate, a student working in marketing in the pharmaceutical industry in India is investigating staff mobility within multinational firms. They read about a study evaluating the career benefits of sending marketing professionals in Ireland on long-term international assignments to Switzerland. They adapt this study by changing the geographic location of the country of origin (from Ireland to India). But still retain the destination country (Switzerland) and the same participant profile (marketing professionals).
#3 Response
Choose a method because it provides appropriate mechanisms to capture participant responses. You will achieve this if your data collection method poses suitable questions that are grounded in your literature review. This should enable you to elicit responses that help address your research hypotheses or research questions
As quantitative researchers usually accumulate measurable and numerical data, they are likely to administer questionnaires that rely on structured questions with prescribed responses. The questions tend to be formulated to either secure specific, stand-alone replies or obtain rated, scaled answers. Examples of rating scales include:
- Likert-style scales which identify how strongly someone agrees/disagrees with a statement.
- Numeric scales which distinguish answers using numbers.
- Semantic differential scales which determine attitudes by means of opposite adjectives or phrases.
In contrast, qualitative researchers generally gather descriptive and non-numerical data, so their collection methods are inclined to draw on semi-structured questioning styles. Take interviews as a case in point. The function of an interview is to encourage free-flowing conversation, so initial questions are open-ended, followed by probing inquiries to garner greater detail. To illustrate, an interviewer could ask: What is your opinion of XYZ? Could you give me a specific example of this?
#4 Range
Choose a method because it offers the required range of options from which to pull data together. You can embrace a solitary range (a mono-method) or a variety of ranges (a multi-method).
If you avail of a mono-method study, you probably believe that a singular approach will gather sufficient data to generate credible results and findings. You could, therefore, use questionnaires when undertaking quantitative mono-method research or interviews with qualitative mono-method research. On the other hand, multi-method research utilises more than one method of data collection in the same study. For instance, a quantitative multi-method study could combine surveys and questionnaires and a qualitative multi-method study interviews and diary accounts.
Alternatively, if you believe that neither quantitative nor qualitative collection methods on their own will amass enough data to produce credible results and findings, you could take a different approach. You could, for example, opt for a blended range of quantitative and qualitative research using a combination of methods (called mixed methods).
#5 Replication
Choose a method because it supports replication. This requires you to design an intellectually robust primary research study that is capable of being reproduced by others.
Replication can happen:
- Directly when others perform your research the same way and in the same setting, or
- Indirectly when others implement your research the same way but in a different setting, or in a
- Revised format when others repeat, but modify, your research, such as altering the sample composition or geographic location.
In effect, you are upholding your work as an exemplar of best practice so others can carry out the research you have undertaken. Your dissertation, thesis or capstone project must, therefore, contain a comprehensive, detailed methodological description of your approach. It must also include a reasoned defence of your conclusions, contributions, recommendations, limitations and avenues for further research.
#6 Road-testing
Finally, choose a method because it has been adequately tested before deployment. In academic speak, this is called pilot testing or piloting. Road testing your method improves the reliability and validity of the data you collect. Reliability refers to the consistency of a measurement. A data collection method is reliable if it delivers equivalent outcomes under the same circumstances. Validity refers to whether a method accurately tests or measures what it is supposed to test or measure. It confirms that the test or measurement assesses the intended phenomenon. This helps you to establish if your results and findings can be trusted.
By road testing your method, you minimise the possibility of participants experiencing challenges with comprehending instructions. For instance, encountering difficulties in replying to written or verbal queries, or lacking understanding of the ethical safeguards you have introduced. When you pilot your method, it should be tested on a sample of participants like those who will be involved with your study proper. That is, people who have the required knowledge and experience to answer your questions in a meaningful manner.
To conclude, the answer to what data collection method is best for my primary research is one that resolves the ‘6Rs’ (relevance, rigour, response, range, replication and road-testing). By doing this, you put in place a process to address your research problem and achieve your research purpose. This enables you to produce credible results and findings that assist in creating new knowledge which can contribute to your topic. So, it is worthwhile to take time to reflect on the method(s) you will employ to accumulate your original raw data.