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• Data Collection | Definition, Methods & Examples

Data Collection | Definition, Methods & Examples

Published on June 5, 2020 by Pritha Bhandari . Revised on June 21, 2023.

Data collection is a systematic process of gathering observations or measurements. Whether you are performing research for business, governmental or academic purposes, data collection allows you to gain first-hand knowledge and original insights into your research problem .

While methods and aims may differ between fields, the overall process of data collection remains largely the same. Before you begin collecting data, you need to consider:

• The  aim of the research
• The type of data that you will collect
• The methods and procedures you will use to collect, store, and process the data

To collect high-quality data that is relevant to your purposes, follow these four steps.

Table of contents

Step 1: define the aim of your research, step 2: choose your data collection method, step 3: plan your data collection procedures, step 4: collect the data, other interesting articles, frequently asked questions about data collection.

Before you start the process of data collection, you need to identify exactly what you want to achieve. You can start by writing a problem statement : what is the practical or scientific issue that you want to address and why does it matter?

Next, formulate one or more research questions that precisely define what you want to find out. Depending on your research questions, you might need to collect quantitative or qualitative data :

• Quantitative data is expressed in numbers and graphs and is analyzed through statistical methods .
• Qualitative data is expressed in words and analyzed through interpretations and categorizations.

If your aim is to test a hypothesis , measure something precisely, or gain large-scale statistical insights, collect quantitative data. If your aim is to explore ideas, understand experiences, or gain detailed insights into a specific context, collect qualitative data. If you have several aims, you can use a mixed methods approach that collects both types of data.

• Your first aim is to assess whether there are significant differences in perceptions of managers across different departments and office locations.
• Your second aim is to gather meaningful feedback from employees to explore new ideas for how managers can improve.

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Based on the data you want to collect, decide which method is best suited for your research.

• Experimental research is primarily a quantitative method.
• Interviews , focus groups , and ethnographies are qualitative methods.
• Surveys , observations, archival research and secondary data collection can be quantitative or qualitative methods.

Carefully consider what method you will use to gather data that helps you directly answer your research questions.

When you know which method(s) you are using, you need to plan exactly how you will implement them. What procedures will you follow to make accurate observations or measurements of the variables you are interested in?

For instance, if you’re conducting surveys or interviews, decide what form the questions will take; if you’re conducting an experiment, make decisions about your experimental design (e.g., determine inclusion and exclusion criteria ).

Operationalization

Sometimes your variables can be measured directly: for example, you can collect data on the average age of employees simply by asking for dates of birth. However, often you’ll be interested in collecting data on more abstract concepts or variables that can’t be directly observed.

Operationalization means turning abstract conceptual ideas into measurable observations. When planning how you will collect data, you need to translate the conceptual definition of what you want to study into the operational definition of what you will actually measure.

• You ask managers to rate their own leadership skills on 5-point scales assessing the ability to delegate, decisiveness and dependability.
• You ask their direct employees to provide anonymous feedback on the managers regarding the same topics.

You may need to develop a sampling plan to obtain data systematically. This involves defining a population , the group you want to draw conclusions about, and a sample, the group you will actually collect data from.

Your sampling method will determine how you recruit participants or obtain measurements for your study. To decide on a sampling method you will need to consider factors like the required sample size, accessibility of the sample, and timeframe of the data collection.

Standardizing procedures

If multiple researchers are involved, write a detailed manual to standardize data collection procedures in your study.

This means laying out specific step-by-step instructions so that everyone in your research team collects data in a consistent way – for example, by conducting experiments under the same conditions and using objective criteria to record and categorize observations. This helps you avoid common research biases like omitted variable bias or information bias .

This helps ensure the reliability of your data, and you can also use it to replicate the study in the future.

Creating a data management plan

Before beginning data collection, you should also decide how you will organize and store your data.

• If you are collecting data from people, you will likely need to anonymize and safeguard the data to prevent leaks of sensitive information (e.g. names or identity numbers).
• If you are collecting data via interviews or pencil-and-paper formats, you will need to perform transcriptions or data entry in systematic ways to minimize distortion.
• You can prevent loss of data by having an organization system that is routinely backed up.

Finally, you can implement your chosen methods to measure or observe the variables you are interested in.

The closed-ended questions ask participants to rate their manager’s leadership skills on scales from 1–5. The data produced is numerical and can be statistically analyzed for averages and patterns.

To ensure that high quality data is recorded in a systematic way, here are some best practices:

• Record all relevant information as and when you obtain data. For example, note down whether or how lab equipment is recalibrated during an experimental study.
• Double-check manual data entry for errors.
• If you collect quantitative data, you can assess the reliability and validity to get an indication of your data quality.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Likert scale

Research bias

• Implicit bias
• Framing effect
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organizations.

When conducting research, collecting original data has significant advantages:

• You can tailor data collection to your specific research aims (e.g. understanding the needs of your consumers or user testing your website)
• You can control and standardize the process for high reliability and validity (e.g. choosing appropriate measurements and sampling methods )

However, there are also some drawbacks: data collection can be time-consuming, labor-intensive and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

Reliability and validity are both about how well a method measures something:

• Reliability refers to the  consistency of a measure (whether the results can be reproduced under the same conditions).
• Validity   refers to the  accuracy of a measure (whether the results really do represent what they are supposed to measure).

If you are doing experimental research, you also have to consider the internal and external validity of your experiment.

Operationalization means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioral avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalize the variables that you want to measure.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

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• 7 Data Collection Methods & Tools For Research

• Data Collection

The underlying need for Data collection is to capture quality evidence that seeks to answer all the questions that have been posed. Through data collection businesses or management can deduce quality information that is a prerequisite for making informed decisions.

To improve the quality of information, it is expedient that data is collected so that you can draw inferences and make informed decisions on what is considered factual.

At the end of this article, you would understand why picking the best data collection method is necessary for achieving your set objective. 

Sign up on Formplus Builder to create your preferred online surveys or questionnaire for data collection. You don’t need to be tech-savvy! Start creating quality questionnaires with Formplus.

What is Data Collection?

Data collection is a methodical process of gathering and analyzing specific information to proffer solutions to relevant questions and evaluate the results. It focuses on finding out all there is to a particular subject matter. Data is collected to be further subjected to hypothesis testing which seeks to explain a phenomenon.

Hypothesis testing eliminates assumptions while making a proposition from the basis of reason.

For collectors of data, there is a range of outcomes for which the data is collected. But the key purpose for which data is collected is to put a researcher in a vantage position to make predictions about future probabilities and trends.

The core forms in which data can be collected are primary and secondary data. While the former is collected by a researcher through first-hand sources, the latter is collected by an individual other than the user. 

Types of Data Collection 

Before broaching the subject of the various types of data collection. It is pertinent to note that data collection in itself falls under two broad categories; Primary data collection and secondary data collection.

Primary Data Collection

Primary data collection by definition is the gathering of raw data collected at the source. It is a process of collecting the original data collected by a researcher for a specific research purpose. It could be further analyzed into two segments; qualitative research and quantitative data collection methods. 

• Qualitative Research Method 

The qualitative research methods of data collection do not involve the collection of data that involves numbers or a need to be deduced through a mathematical calculation, rather it is based on the non-quantifiable elements like the feeling or emotion of the researcher. An example of such a method is an open-ended questionnaire.

• Quantitative Method

Quantitative methods are presented in numbers and require a mathematical calculation to deduce. An example would be the use of a questionnaire with close-ended questions to arrive at figures to be calculated Mathematically. Also, methods of correlation and regression, mean, mode and median.

Read Also: 15 Reasons to Choose Quantitative over Qualitative Research

Secondary Data Collection

Secondary data collection, on the other hand, is referred to as the gathering of second-hand data collected by an individual who is not the original user. It is the process of collecting data that is already existing, be it already published books, journals, and/or online portals. In terms of ease, it is much less expensive and easier to collect.

Your choice between Primary data collection and secondary data collection depends on the nature, scope, and area of your research as well as its aims and objectives. 

Importance of Data Collection

There are a bunch of underlying reasons for collecting data, especially for a researcher. Walking you through them, here are a few reasons; 

• Integrity of the Research

A key reason for collecting data, be it through quantitative or qualitative methods is to ensure that the integrity of the research question is indeed maintained.

• Reduce the likelihood of errors

The correct use of appropriate data collection of methods reduces the likelihood of errors consistent with the results. 

• Decision Making

To minimize the risk of errors in decision-making, it is important that accurate data is collected so that the researcher doesn’t make uninformed decisions. 

• Save Cost and Time

Data collection saves the researcher time and funds that would otherwise be misspent without a deeper understanding of the topic or subject matter.

• To support a need for a new idea, change, and/or innovation

To prove the need for a change in the norm or the introduction of new information that will be widely accepted, it is important to collect data as evidence to support these claims.

What is a Data Collection Tool?

Data collection tools refer to the devices/instruments used to collect data, such as a paper questionnaire or computer-assisted interviewing system. Case Studies, Checklists, Interviews, Observation sometimes, and Surveys or Questionnaires are all tools used to collect data.

It is important to decide on the tools for data collection because research is carried out in different ways and for different purposes. The objective behind data collection is to capture quality evidence that allows analysis to lead to the formulation of convincing and credible answers to the posed questions.

The objective behind data collection is to capture quality evidence that allows analysis to lead to the formulation of convincing and credible answers to the questions that have been posed – Click to Tweet

The Formplus online data collection tool is perfect for gathering primary data, i.e. raw data collected from the source. You can easily get data with at least three data collection methods with our online and offline data-gathering tool. I.e Online Questionnaires , Focus Groups, and Reporting. 

In our previous articles, we’ve explained why quantitative research methods are more effective than qualitative methods . However, with the Formplus data collection tool, you can gather all types of primary data for academic, opinion or product research.

Top Data Collection Methods and Tools for Academic, Opinion, or Product Research

The following are the top 7 data collection methods for Academic, Opinion-based, or product research. Also discussed in detail are the nature, pros, and cons of each one. At the end of this segment, you will be best informed about which method best suits your research. 

An interview is a face-to-face conversation between two individuals with the sole purpose of collecting relevant information to satisfy a research purpose. Interviews are of different types namely; Structured, Semi-structured , and unstructured with each having a slight variation from the other.

Use this interview consent form template to let an interviewee give you consent to use data gotten from your interviews for investigative research purposes.

• Structured Interviews – Simply put, it is a verbally administered questionnaire. In terms of depth, it is surface level and is usually completed within a short period. For speed and efficiency, it is highly recommendable, but it lacks depth.
• Semi-structured Interviews – In this method, there subsist several key questions which cover the scope of the areas to be explored. It allows a little more leeway for the researcher to explore the subject matter.
• Unstructured Interviews – It is an in-depth interview that allows the researcher to collect a wide range of information with a purpose. An advantage of this method is the freedom it gives a researcher to combine structure with flexibility even though it is more time-consuming.
• In-depth information
• Freedom of flexibility
• Accurate data.
• Time-consuming
• Expensive to collect.

What are The Best Data Collection Tools for Interviews? 

For collecting data through interviews, here are a few tools you can use to easily collect data.

• Audio Recorder

An audio recorder is used for recording sound on disc, tape, or film. Audio information can meet the needs of a wide range of people, as well as provide alternatives to print data collection tools.

• Digital Camera

An advantage of a digital camera is that it can be used for transmitting those images to a monitor screen when the need arises.

A camcorder is used for collecting data through interviews. It provides a combination of both an audio recorder and a video camera. The data provided is qualitative in nature and allows the respondents to answer questions asked exhaustively. If you need to collect sensitive information during an interview, a camcorder might not work for you as you would need to maintain your subject’s privacy.

Want to conduct an interview for qualitative data research or a special report? Use this online interview consent form template to allow the interviewee to give their consent before you use the interview data for research or report. With premium features like e-signature, upload fields, form security, etc., Formplus Builder is the perfect tool to create your preferred online consent forms without coding experience. 

• QUESTIONNAIRES

This is the process of collecting data through an instrument consisting of a series of questions and prompts to receive a response from the individuals it is administered to. Questionnaires are designed to collect data from a group. 

For clarity, it is important to note that a questionnaire isn’t a survey, rather it forms a part of it. A survey is a process of data gathering involving a variety of data collection methods, including a questionnaire.

On a questionnaire, there are three kinds of questions used. They are; fixed-alternative, scale, and open-ended. With each of the questions tailored to the nature and scope of the research.

• Can be administered in large numbers and is cost-effective.
• It can be used to compare and contrast previous research to measure change.
• Easy to visualize and analyze.
• Questionnaires offer actionable data.
• Respondent identity is protected.
• Questionnaires can cover all areas of a topic.
• Relatively inexpensive.
• Answers may be dishonest or the respondents lose interest midway.
• Questionnaires can’t produce qualitative data.
• Questions might be left unanswered.
• Respondents may have a hidden agenda.
• Not all questions can be analyzed easily.

What are the Best Data Collection Tools for Questionnaires? 

• Formplus Online Questionnaire

Formplus lets you create powerful forms to help you collect the information you need. Formplus helps you create the online forms that you like. The Formplus online questionnaire form template to get actionable trends and measurable responses. Conduct research, optimize knowledge of your brand or just get to know an audience with this form template. The form template is fast, free and fully customizable.

• Paper Questionnaire

A paper questionnaire is a data collection tool consisting of a series of questions and/or prompts for the purpose of gathering information from respondents. Mostly designed for statistical analysis of the responses, they can also be used as a form of data collection.

By definition, data reporting is the process of gathering and submitting data to be further subjected to analysis. The key aspect of data reporting is reporting accurate data because inaccurate data reporting leads to uninformed decision-making.

• Informed decision-making.
• Easily accessible.
• Self-reported answers may be exaggerated.
• The results may be affected by bias.
• Respondents may be too shy to give out all the details.
• Inaccurate reports will lead to uninformed decisions.

What are the Best Data Collection Tools for Reporting?

Reporting tools enable you to extract and present data in charts, tables, and other visualizations so users can find useful information. You could source data for reporting from Non-Governmental Organizations (NGO) reports, newspapers, website articles, and hospital records.

• NGO Reports

Contained in NGO report is an in-depth and comprehensive report on the activities carried out by the NGO, covering areas such as business and human rights. The information contained in these reports is research-specific and forms an acceptable academic base for collecting data. NGOs often focus on development projects which are organized to promote particular causes.

Newspaper data are relatively easy to collect and are sometimes the only continuously available source of event data. Even though there is a problem of bias in newspaper data, it is still a valid tool in collecting data for Reporting.

• Website Articles

Gathering and using data contained in website articles is also another tool for data collection. Collecting data from web articles is a quicker and less expensive data collection Two major disadvantages of using this data reporting method are biases inherent in the data collection process and possible security/confidentiality concerns.

• Hospital Care records

Health care involves a diverse set of public and private data collection systems, including health surveys, administrative enrollment and billing records, and medical records, used by various entities, including hospitals, CHCs, physicians, and health plans. The data provided is clear, unbiased and accurate, but must be obtained under legal means as medical data is kept with the strictest regulations.

• EXISTING DATA

This is the introduction of new investigative questions in addition to/other than the ones originally used when the data was initially gathered. It involves adding measurement to a study or research. An example would be sourcing data from an archive.

• Accuracy is very high.
• Easily accessible information.
• Problems with evaluation.
• Difficulty in understanding.

What are the Best Data Collection Tools for Existing Data?

The concept of Existing data means that data is collected from existing sources to investigate research questions other than those for which the data were originally gathered. Tools to collect existing data include: 

• Research Journals – Unlike newspapers and magazines, research journals are intended for an academic or technical audience, not general readers. A journal is a scholarly publication containing articles written by researchers, professors, and other experts.
• Surveys – A survey is a data collection tool for gathering information from a sample population, with the intention of generalizing the results to a larger population. Surveys have a variety of purposes and can be carried out in many ways depending on the objectives to be achieved.
• OBSERVATION

This is a data collection method by which information on a phenomenon is gathered through observation. The nature of the observation could be accomplished either as a complete observer, an observer as a participant, a participant as an observer, or as a complete participant. This method is a key base for formulating a hypothesis.

• Easy to administer.
• There subsists a greater accuracy with results.
• It is a universally accepted practice.
• It diffuses the situation of the unwillingness of respondents to administer a report.
• It is appropriate for certain situations.
• Some phenomena aren’t open to observation.
• It cannot be relied upon.
• Bias may arise.
• It is expensive to administer.
• Its validity cannot be predicted accurately.

What are the Best Data Collection Tools for Observation?

Observation involves the active acquisition of information from a primary source. Observation can also involve the perception and recording of data via the use of scientific instruments. The best tools for Observation are:

• Checklists – state-specific criteria, that allow users to gather information and make judgments about what they should know in relation to the outcomes. They offer systematic ways of collecting data about specific behaviors, knowledge, and skills.
• Direct observation – This is an observational study method of collecting evaluative information. The evaluator watches the subject in his or her usual environment without altering that environment.

FOCUS GROUPS

The opposite of quantitative research which involves numerical-based data, this data collection method focuses more on qualitative research. It falls under the primary category of data based on the feelings and opinions of the respondents. This research involves asking open-ended questions to a group of individuals usually ranging from 6-10 people, to provide feedback.

• Information obtained is usually very detailed.
• Cost-effective when compared to one-on-one interviews.
• It reflects speed and efficiency in the supply of results.
• Lacking depth in covering the nitty-gritty of a subject matter.
• Bias might still be evident.
• Requires interviewer training
• The researcher has very little control over the outcome.
• A few vocal voices can drown out the rest.
• Difficulty in assembling an all-inclusive group.

What are the Best Data Collection Tools for Focus Groups?

A focus group is a data collection method that is tightly facilitated and structured around a set of questions. The purpose of the meeting is to extract from the participants’ detailed responses to these questions. The best tools for tackling Focus groups are: 

• Two-Way – One group watches another group answer the questions posed by the moderator. After listening to what the other group has to offer, the group that listens is able to facilitate more discussion and could potentially draw different conclusions .
• Dueling-Moderator – There are two moderators who play the devil’s advocate. The main positive of the dueling-moderator focus group is to facilitate new ideas by introducing new ways of thinking and varying viewpoints.
• COMBINATION RESEARCH

This method of data collection encompasses the use of innovative methods to enhance participation in both individuals and groups. Also under the primary category, it is a combination of Interviews and Focus Groups while collecting qualitative data . This method is key when addressing sensitive subjects. 

• Encourage participants to give responses.
• It stimulates a deeper connection between participants.
• The relative anonymity of respondents increases participation.
• It improves the richness of the data collected.
• It costs the most out of all the top 7.
• It’s the most time-consuming.

What are the Best Data Collection Tools for Combination Research? 

The Combination Research method involves two or more data collection methods, for instance, interviews as well as questionnaires or a combination of semi-structured telephone interviews and focus groups. The best tools for combination research are: 

• Online Survey –  The two tools combined here are online interviews and the use of questionnaires. This is a questionnaire that the target audience can complete over the Internet. It is timely, effective, and efficient. Especially since the data to be collected is quantitative in nature.
• Dual-Moderator – The two tools combined here are focus groups and structured questionnaires. The structured questionnaires give a direction as to where the research is headed while two moderators take charge of the proceedings. Whilst one ensures the focus group session progresses smoothly, the other makes sure that the topics in question are all covered. Dual-moderator focus groups typically result in a more productive session and essentially lead to an optimum collection of data.

Why Formplus is the Best Data Collection Tool

• Vast Options for Form Customization 

With Formplus, you can create your unique survey form. With options to change themes, font color, font, font type, layout, width, and more, you can create an attractive survey form. The builder also gives you as many features as possible to choose from and you do not need to be a graphic designer to create a form.

• Extensive Analytics

Form Analytics, a feature in formplus helps you view the number of respondents, unique visits, total visits, abandonment rate, and average time spent before submission. This tool eliminates the need for a manual calculation of the received data and/or responses as well as the conversion rate for your poll.

• Embed Survey Form on Your Website

Copy the link to your form and embed it as an iframe which will automatically load as your website loads, or as a popup that opens once the respondent clicks on the link. Embed the link on your Twitter page to give instant access to your followers.

• Geolocation Support

The geolocation feature on Formplus lets you ascertain where individual responses are coming. It utilises Google Maps to pinpoint the longitude and latitude of the respondent, to the nearest accuracy, along with the responses.

• Multi-Select feature

This feature helps to conserve horizontal space as it allows you to put multiple options in one field. This translates to including more information on the survey form. 

Read Also: 10 Reasons to Use Formplus for Online Data Collection

How to Use Formplus to collect online data in 7 simple steps. 

• Register or sign up on Formplus builder : Start creating your preferred questionnaire or survey by signing up with either your Google, Facebook, or Email account.

Formplus gives you a free plan with basic features you can use to collect online data. Pricing plans with vast features starts at $20 monthly, with reasonable discounts for Education and Non-Profit Organizations. 

2. Input your survey title and use the form builder choice options to start creating your surveys. 

Use the choice option fields like single select, multiple select, checkbox, radio, and image choices to create your preferred multi-choice surveys online.

3. Do you want customers to rate any of your products or services delivery? 

Use the rating to allow survey respondents rate your products or services. This is an ideal quantitative research method of collecting data. 

4. Beautify your online questionnaire with Formplus Customisation features.

• Change the theme color
• Add your brand’s logo and image to the forms
• Change the form width and layout
• Edit the submission button if you want
• Change text font color and sizes
• Do you have already made custom CSS to beautify your questionnaire? If yes, just copy and paste it to the CSS option.

5. Edit your survey questionnaire settings for your specific needs

Choose where you choose to store your files and responses. Select a submission deadline, choose a timezone, limit respondents’ responses, enable Captcha to prevent spam, and collect location data of customers.

Set an introductory message to respondents before they begin the survey, toggle the “start button” post final submission message or redirect respondents to another page when they submit their questionnaires. 

Change the Email Notifications inventory and initiate an autoresponder message to all your survey questionnaire respondents. You can also transfer your forms to other users who can become form administrators.

6. Share links to your survey questionnaire page with customers.

There’s an option to copy and share the link as “Popup” or “Embed code” The data collection tool automatically creates a QR Code for Survey Questionnaire which you can download and share as appropriate. 

Congratulations if you’ve made it to this stage. You can start sharing the link to your survey questionnaire with your customers.

7. View your Responses to the Survey Questionnaire

Toggle with the presentation of your summary from the options. Whether as a single, table or cards.

8. Allow Formplus Analytics to interpret your Survey Questionnaire Data

  With online form builder analytics, a business can determine;

• The number of times the survey questionnaire was filled
• The number of customers reached
• Abandonment Rate: The rate at which customers exit the form without submitting it.
• Conversion Rate: The percentage of customers who completed the online form
• Average time spent per visit
• Location of customers/respondents.
• The type of device used by the customer to complete the survey questionnaire.

7 Tips to Create The Best Surveys For Data Collections

•  Define the goal of your survey – Once the goal of your survey is outlined, it will aid in deciding which questions are the top priority. A clear attainable goal would, for example, mirror a clear reason as to why something is happening. e.g. “The goal of this survey is to understand why Employees are leaving an establishment.”
• Use close-ended clearly defined questions – Avoid open-ended questions and ensure you’re not suggesting your preferred answer to the respondent. If possible offer a range of answers with choice options and ratings.
• Survey outlook should be attractive and Inviting – An attractive-looking survey encourages a higher number of recipients to respond to the survey. Check out Formplus Builder for colorful options to integrate into your survey design. You could use images and videos to keep participants glued to their screens.
•   Assure Respondents about the safety of their data – You want your respondents to be assured whilst disclosing details of their personal information to you. It’s your duty to inform the respondents that the data they provide is confidential and only collected for the purpose of research.
• Ensure your survey can be completed in record time – Ideally, in a typical survey, users should be able to respond in 100 seconds. It is pertinent to note that they, the respondents, are doing you a favor. Don’t stress them. Be brief and get straight to the point.
• Do a trial survey – Preview your survey before sending out your surveys to the intended respondents. Make a trial version which you’ll send to a few individuals. Based on their responses, you can draw inferences and decide whether or not your survey is ready for the big time.
• Attach a reward upon completion for users – Give your respondents something to look forward to at the end of the survey. Think of it as a penny for their troubles. It could well be the encouragement they need to not abandon the survey midway.

Try out Formplus today . You can start making your own surveys with the Formplus online survey builder. By applying these tips, you will definitely get the most out of your online surveys.

Top Survey Templates For Data Collection 

• Customer Satisfaction Survey Template 

On the template, you can collect data to measure customer satisfaction over key areas like the commodity purchase and the level of service they received. It also gives insight as to which products the customer enjoyed, how often they buy such a product, and whether or not the customer is likely to recommend the product to a friend or acquaintance. 

• Demographic Survey Template

With this template, you would be able to measure, with accuracy, the ratio of male to female, age range, and the number of unemployed persons in a particular country as well as obtain their personal details such as names and addresses.

Respondents are also able to state their religious and political views about the country under review.

• Feedback Form Template

Contained in the template for the online feedback form is the details of a product and/or service used. Identifying this product or service and documenting how long the customer has used them.

The overall satisfaction is measured as well as the delivery of the services. The likelihood that the customer also recommends said product is also measured.

• Online Questionnaire Template

The online questionnaire template houses the respondent’s data as well as educational qualifications to collect information to be used for academic research.

Respondents can also provide their gender, race, and field of study as well as present living conditions as prerequisite data for the research study.

• Student Data Sheet Form Template 

The template is a data sheet containing all the relevant information of a student. The student’s name, home address, guardian’s name, record of attendance as well as performance in school is well represented on this template. This is a perfect data collection method to deploy for a school or an education organization.

Also included is a record for interaction with others as well as a space for a short comment on the overall performance and attitude of the student. 

• Interview Consent Form Template

This online interview consent form template allows the interviewee to sign off their consent to use the interview data for research or report to journalists. With premium features like short text fields, upload, e-signature, etc., Formplus Builder is the perfect tool to create your preferred online consent forms without coding experience.

What is the Best Data Collection Method for Qualitative Data?

Answer: Combination Research

The best data collection method for a researcher for gathering qualitative data which generally is data relying on the feelings, opinions, and beliefs of the respondents would be Combination Research.

The reason why combination research is the best fit is that it encompasses the attributes of Interviews and Focus Groups. It is also useful when gathering data that is sensitive in nature. It can be described as an all-purpose quantitative data collection method.

Above all, combination research improves the richness of data collected when compared with other data collection methods for qualitative data.

What is the Best Data Collection Method for Quantitative Research Data?

Ans: Questionnaire

The best data collection method a researcher can employ in gathering quantitative data which takes into consideration data that can be represented in numbers and figures that can be deduced mathematically is the Questionnaire.

These can be administered to a large number of respondents while saving costs. For quantitative data that may be bulky or voluminous in nature, the use of a Questionnaire makes such data easy to visualize and analyze.

Another key advantage of the Questionnaire is that it can be used to compare and contrast previous research work done to measure changes.

Technology-Enabled Data Collection Methods

There are so many diverse methods available now in the world because technology has revolutionized the way data is being collected. It has provided efficient and innovative methods that anyone, especially researchers and organizations. Below are some technology-enabled data collection methods:

• Online Surveys: Online surveys have gained popularity due to their ease of use and wide reach. You can distribute them through email, social media, or embed them on websites. Online surveys allow you to quickly complete data collection, automated data capture, and real-time analysis. Online surveys also offer features like skip logic, validation checks, and multimedia integration.
• Mobile Surveys: With the widespread use of smartphones, mobile surveys’ popularity is also on the rise. Mobile surveys leverage the capabilities of mobile devices, and this allows respondents to participate at their convenience. This includes multimedia elements, location-based information, and real-time feedback. Mobile surveys are the best for capturing in-the-moment experiences or opinions.
• Social Media Listening: Social media platforms are a good source of unstructured data that you can analyze to gain insights into customer sentiment and trends. Social media listening involves monitoring and analyzing social media conversations, mentions, and hashtags to understand public opinion, identify emerging topics, and assess brand reputation.
• Wearable Devices and Sensors: You can embed wearable devices, such as fitness trackers or smartwatches, and sensors in everyday objects to capture continuous data on various physiological and environmental variables. This data can provide you with insights into health behaviors, activity patterns, sleep quality, and environmental conditions, among others.
• Big Data Analytics: Big data analytics leverages large volumes of structured and unstructured data from various sources, such as transaction records, social media, and internet browsing. Advanced analytics techniques, like machine learning and natural language processing, can extract meaningful insights and patterns from this data, enabling organizations to make data-driven decisions.

Read Also: How Technology is Revolutionizing Data Collection

Faulty Data Collection Practices – Common Mistakes & Sources of Error

While technology-enabled data collection methods offer numerous advantages, there are some pitfalls and sources of error that you should be aware of. Here are some common mistakes and sources of error in data collection:

• Population Specification Error: Population specification error occurs when the target population is not clearly defined or misidentified. This error leads to a mismatch between the research objectives and the actual population being studied, resulting in biased or inaccurate findings.
• Sample Frame Error: Sample frame error occurs when the sampling frame, the list or source from which the sample is drawn, does not adequately represent the target population. This error can introduce selection bias and affect the generalizability of the findings.
• Selection Error: Selection error occurs when the process of selecting participants or units for the study introduces bias. It can happen due to nonrandom sampling methods, inadequate sampling techniques, or self-selection bias. Selection error compromises the representativeness of the sample and affects the validity of the results.
• Nonresponse Error: Nonresponse error occurs when selected participants choose not to participate or fail to respond to the data collection effort. Nonresponse bias can result in an unrepresentative sample if those who choose not to respond differ systematically from those who do respond. Efforts should be made to mitigate nonresponse and encourage participation to minimize this error.
• Measurement Error: Measurement error arises from inaccuracies or inconsistencies in the measurement process. It can happen due to poorly designed survey instruments, ambiguous questions, respondent bias, or errors in data entry or coding. Measurement errors can lead to distorted or unreliable data, affecting the validity and reliability of the findings.

In order to mitigate these errors and ensure high-quality data collection, you should carefully plan your data collection procedures, and validate measurement tools. You should also use appropriate sampling techniques, employ randomization where possible, and minimize nonresponse through effective communication and incentives. Ensure you conduct regular checks and implement validation processes, and data cleaning procedures to identify and rectify errors during data analysis.

Best Practices for Data Collection

• Clearly Define Objectives: Clearly define the research objectives and questions to guide the data collection process. This helps ensure that the collected data aligns with the research goals and provides relevant insights.
• Plan Ahead: Develop a detailed data collection plan that includes the timeline, resources needed, and specific procedures to follow. This helps maintain consistency and efficiency throughout the data collection process.
• Choose the Right Method: Select data collection methods that are appropriate for the research objectives and target population. Consider factors such as feasibility, cost-effectiveness, and the ability to capture the required data accurately.
• Pilot Test : Before full-scale data collection, conduct a pilot test to identify any issues with the data collection instruments or procedures. This allows for refinement and improvement before data collection with the actual sample.
• Train Data Collectors: If data collection involves human interaction, ensure that data collectors are properly trained on the data collection protocols, instruments, and ethical considerations. Consistent training helps minimize errors and maintain data quality.
• Maintain Consistency: Follow standardized procedures throughout the data collection process to ensure consistency across data collectors and time. This includes using consistent measurement scales, instructions, and data recording methods.
• Minimize Bias: Be aware of potential sources of bias in data collection and take steps to minimize their impact. Use randomization techniques, employ diverse data collectors, and implement strategies to mitigate response biases.
• Ensure Data Quality: Implement quality control measures to ensure the accuracy, completeness, and reliability of the collected data. Conduct regular checks for data entry errors, inconsistencies, and missing values.
• Maintain Data Confidentiality: Protect the privacy and confidentiality of participants’ data by implementing appropriate security measures. Ensure compliance with data protection regulations and obtain informed consent from participants.
• Document the Process: Keep detailed documentation of the data collection process, including any deviations from the original plan, challenges encountered, and decisions made. This documentation facilitates transparency, replicability, and future analysis.

FAQs about Data Collection

• What are secondary sources of data collection? Secondary sources of data collection are defined as the data that has been previously gathered and is available for your use as a researcher. These sources can include published research papers, government reports, statistical databases, and other existing datasets.
• What are the primary sources of data collection? Primary sources of data collection involve collecting data directly from the original source also known as the firsthand sources. You can do this through surveys, interviews, observations, experiments, or other direct interactions with individuals or subjects of study.
• How many types of data are there? There are two main types of data: qualitative and quantitative. Qualitative data is non-numeric and it includes information in the form of words, images, or descriptions. Quantitative data, on the other hand, is numeric and you can measure and analyze it statistically.

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What fuels well-informed decisions and insightful research across multiple disciplines? The answer lies in effective data collection .

This essential process lays the groundwork for acquiring meaningful insights across diverse fields and applications. 

Our guide delves into the complexities of data collection, offering a comprehensive overview of methodologies, tools, and critical factors for you to gather reliable and relevant data. We’ll also take a look at the top 5 tools to use for data collection. 

Let’s get started.

What’s data collection?

Data collection refers to the process of gathering and measuring information on variables of interest, in order to answer research questions, test hypotheses, or inform decision-making. 

It’s a crucial step in any research or data-driven endeavor, as the quality and reliability of the collected data directly impact the validity and accuracy of subsequent analysis and conclusions.

Types of data collection

There are various methods and tools available for data collection, each suited for different types of research questions and variables. These methods can be broadly classified into two categories : quantitative and qualitative.

Quantitative methods utilize numerical data and involve the collection of structured and standardized information. These methods employ tools such as surveys, questionnaires, online forms, and online surveys to efficiently obtain data from a large number of respondents. 

The use of closed-ended questions (where respondents choose from a predefined set of response options) and collection software enable researchers to gather and analyze data quickly and accurately. 

This approach often involves collecting secondary data, such as existing databases or historical records, which can provide valuable insights and support statistical analysis.

Qualitative methods focus on gathering in-depth and contextual information. This is achieved through techniques such as open-ended questions, interviews, focus groups, and direct observations. 

Qualitative data collection methods aim to understand the perspectives, experiences, and meanings attributed by individuals or groups. They provide a deeper understanding of complex phenomena through detailed descriptions, narratives, and thematic analysis rather than relying solely on numerical data.

Quantitative methods

Quantitative methods play a crucial role in data collection and analysis. By utilizing numerical data, researchers can gain valuable insights into patterns, trends, and associations. 

These methods involve the use of structured instruments such as surveys and questionnaires to gather information from a large number of respondents .

Here are some of the most popular quantitative data collection methods:

Online forms

Online forms have become a popular tool for collecting data. With the advent of the internet and advancements in technology, businesses and organizations now have the convenience of gathering information from their target audience with just a few clicks.

One of the key advantages of online forms is their accessibility. Gone are the days of distributing physical paper forms and waiting for respondents to return them. 

Online forms can be created and shared through various platforms, such as websites, social media, and email. This allows for a wider reach and the ability to collect data from a larger audience in a shorter amount of time.

Surveys and questionnaires

Surveys and questionnaires are widely used data collection tools that allow researchers to gather valuable insights and feedback from individuals. These tools are essential in various fields, including market research , academic studies, and customer satisfaction assessments.

One of the key advantages of surveys and questionnaires is their ability to collect quantitative data. 

With a series of structured questions, researchers can obtain numerical data that can be analyzed using statistical methods. 

This quantitative approach is particularly useful when trying to measure opinions, attitudes, preferences, or demographics of a target population.

Real-time data collection

Real-time data collection is revolutionizing the way businesses gather and utilize information. With this advanced feature, researchers can access and analyze data as it is being generated, allowing for up-to-the-minute insights and informed decision-making .

In today's fast-paced world, trends can change in the blink of an eye, and customer preferences can shift overnight.

Real-time data collection enables businesses to stay ahead of the curve by capturing and analyzing data in real-time. This means that businesses can quickly identify emerging trends , understand customer behavior, and adapt their strategies accordingly.

The benefits of real-time data collection are particularly evident in industries such as ecommerce, digital marketing, and social media, where trends and consumer preferences evolve rapidly. 

By monitoring data in real-time, businesses can make agile and data-driven decisions, giving them a competitive edge in the market.

Qualitative methods

In the realm of data collection, quantitative methods often take the spotlight for their ability to provide numerical and statistical insights. Not all data can be neatly quantified, and that's where qualitative methods shine . 

Qualitative methods focus on exploring the subjective experiences, perceptions, and emotions of individuals, allowing businesses to gain a deeper understanding of their customers, employees, or target audience.

One of the primary advantages of qualitative methods is their ability to capture rich and nuanced data that cannot be easily quantified . Through techniques such as open-ended questions, focus groups, and in-depth interviews, businesses can delve into the thought processes, motivations, and attitudes of individuals. 

This type of information provides invaluable insights into customer preferences, opinions, and behavior, helping businesses make more informed decisions.

Focus groups

Focus groups are a popular qualitative data collection method used by businesses to gain insight into the preferences, opinions, and behaviors of their target audience. These groups typically consist of a small number of participants, ranging from 6–12 individuals , who come together to engage in a structured discussion facilitated by a trained moderator.

The focus group setting allows for open and dynamic interactions among participants, encouraging them to share their thoughts, experiences, and ideas related to a specific topic or product. 

This group dynamic often sparks rich and diverse conversations , giving researchers a deeper understanding of the underlying motivations and feelings of participants.

One of the key advantages of using focus groups is the opportunity to explore topics in greater depth compared to other data collection methods. 

Through the interactive nature of focus group discussions, researchers can probe further into participants' responses, ask follow-up questions , and encourage them to elaborate on their thoughts. This depth of exploration uncovers valuable insights that may not be revealed through surveys or questionnaires alone.

Interviews are a widely recognized and effective data collection tool used in various research settings. Whether conducted in person, over the phone, or through video conferencing, interviews provide researchers with valuable insights and perspectives from individuals directly involved in the topic being studied.

One of the main advantages of conducting interviews is the opportunity for in-depth exploration. 

Unlike surveys or questionnaires, interviews allow researchers to delve into the thoughts, experiences, and emotions of participants on a deeper level. Through open-ended questions and probing techniques, interviewers can uncover rich and detailed information that may not be captured through other quantitative methods.

Direct observation

Direct observation is a powerful data collection tool that allows researchers to witness and document behavior in its natural environment. Unlike surveys or interviews, which rely on participants' self-reporting, direct observation provides a firsthand account of real-time actions and interactions. 

This method is particularly useful in fields such as psychology, sociology, and anthropology, where understanding human behavior in its natural context is crucial.

One of the key advantages of direct observation is its ability to capture data that may be difficult to obtain through other means. It allows researchers to observe behaviors that may go unnoticed or are unconsciously performed by participants. 

By directly witnessing these actions, researchers can gather accurate and objective data , eliminating potential biases or distortions that may arise from self-reporting methods.

Secondary data collection methodologies

When conducting research, gathering data is a critical step in the process. While primary data collection methods, such as surveys and interviews, are often preferred, there are instances where secondary data collection methodologies can be a valuable resource. 

Secondary data refers to existing data that has been collected by someone else for a different purpose but can be repurposed for a new study or analysis.

One of the main advantages of secondary data collection methodologies is their accessibility and ease of acquisition. Secondary data can be obtained from a wide range of sources, including government databases, research reports, academic journals, and industry publications. This abundance of data allows researchers to gather information quickly and efficiently, without the need to invest time and resources in collecting primary data.

The top 5 data collection tools

1. feathery.

Feathery stands out as a feather-light yet potent solution for both tech-savvy individuals and those without coding expertise. Designing a form on Feathery is effortlessly intuitive , presenting sophisticated features without losing touch with simplicity.

The platform boasts a sleek, user-focused interface, equipping users to devise forms with an extensive selection of field options such as:

• Text fields
• Phone number
• Color picker
• Pin input and many others

With Feathery, you can uniquely mold the aesthetics and functionality of your forms, ensuring they resonate with any specific requirements you may have.

But the real strength of Feathery emerges with its developer-oriented tools. It promotes server-side rendering and split testing, marking itself as an indispensable instrument for form enhancement.

Offering REST API , Feathery can help developers and product teams streamline the process and integrate forms crafted on the platform with their pre-existing technology setups.

Feathery is also compatible with leading marketing tools, data analytics ecosystems, and customer relationship management (CRM) systems such as Salesforce, Hubspot, Zoho, Google Analytics, ActiveCampaign, etc.

Such capabilities not only empower users to gather insights but also amplify the potential of this data, fostering operational agility and enriching the end-user journey .

The product is fantastic. It's packed full of features and allows you to create forms with complex logic, fields etc. It's also super easy to use and the forms look so slick. The Feathery team are also super responsive to feature and support requests. Love working with them!

Feathery user

Pros and cons

• Boasts a wide array of functionalities
• Facilitates the design of forms with intricate logic workflows
• Combines ease-of-use with visually attractive form designs
• Promptly accommodates development requests
• Features exclusive integrations like Firebase and Plaid
• Limited capabilities in the free tier
• Requires email access for each login session

Jotform is a reputable online form builder that caters to businesses and individuals aiming for an efficient way to collect and manage data. Recognized for its user-friendly interface , Jotform allows users to construct a range of forms, from simple contact sheets to event registrations and feedback surveys, without the need for coding.

With its easy-to-use drag-and-drop feature, users find it straightforward to set up forms. Its abundant template options also aid in quick form design suitable for various needs. Jotform offers added features like payment gateways and file uploads, making it a versatile tool in the online form landscape.

While Jotform meets the needs of many looking to create a spectrum of simple to moderately intricate forms, it might not cater to those searching for highly customizable design or advanced logic functions.

In comparison to platforms like Feathery, which allows for a more tailored form design experience aimed at digital products, Jotform has its unique offerings but might have limitations in certain areas.

Jotform has a very easy user interface and helped our non-profit organization solve the problem of having to use paper forms. We now use two JotForm online applications. Our scholarship application has more reach in our community to help women seeking additional education.

Jotform user

• Offers a moderate level of customization
• Boasts a diverse range of form fields and enhanced functionalities
• Features a classic form design, which some users might find more intuitive and familiar
• While the user interface is practical, it might not appear as visually appealing as Feathery
• Forms can experience slower load times if extensively customized or include numerous fields
• Might not be the first choice for those wanting to create highly tailored professional forms for direct integration into digital platforms

3. Typeform 

Typeform is a competent online form and survey tool recognized for its approachable, interactive layout. It serves businesses and individual users, allowing them to establish forms, surveys, quizzes, and similar utilities using its straightforward drag-and-drop feature .

Highlighting a conversational style, Typeform offers an alternative to conventional static forms. It gives a feel of a casual conversation , presenting questions individually, which can help reduce the sense of being overwhelmed and potentially improve user responses.

It also offers different integrations, such as Hubspot, Zapier, and Google Analytics.

While Typeform serves well for crafting neat and simple forms or surveys, it might not be the go-to option for intricate projects that demand advanced logic or high levels of customization. 

I love that Typeform is very easy to use. It is a great solution to create forms. surveys and polls with easiness of use and a professional approach. I loved their web design as well. It makes me feel calm and focused on what I need to finish.

Marie-Claire P.

Typeform user

• Unique, dialogue-like interface
• Boosts user engagement
• Supports multimedia in forms
• Integrates with popular tools
• Not ideal for specialized, embedded forms
• Less customization than Feathery and Jotform
• Limited free tier; potentially higher-priced plans
• Fixed one-question-per-screen layout
• Steep initial learning

Webflow stands out as a premier no/low-code platform for crafting websites, earning accolades from seasoned web designers and novices alike. The platform offers users a comprehensive toolkit covering all quintessential website elements, including forms .

Though Webflow excels in enabling tailor-made, SEO-optimized website s, it offers only elementary form functionalities. 

For advanced form capabilities, such as multi-step processes, conditional branching , and custom validation, users might need to explore other solutions, such as Feathery.

Webflow is a terrific hub to manage multiple website builds in one place. Some standout features to me include the following: workspaces to organize projects, easy-to-use templates inside of the projects, smart and intuitive website development tools, easy ways to make your site dynamic, a wealth of helpful instruction through both Webflow itself and the experts that use it, and an understandable CMS management system built-in.

Digital Marketing Manager

• Offers drag-and-drop capabilities
• Easy to use
• Customizable to fit website aesthetics
• Suitable for basic forms; lacks some advanced features
• Limited third-party integrations available

Ready to try Feathery?

Feathery is a highly customizable and scalable form builder, making it an ideal choice for product teams.

Asana Forms provides a straightforward solution, especially for those already integrated into the Asana ecosystem. But Asana's platform isn't just about form collection – it’s an expansive project management tool designed to bring teams together and keep work on track.

For users leveraging Asana for their task management , its inherent Forms feature can simplify data collection and task creation. However, when considering tools like Feathery, which focuses primarily on form-building, certain differences come to light.

While Asana Forms are closely tied to task management within Asana, Feathery offers a more generalized form-building solution suitable for various contexts. 

It makes it simple to combine numerous platforms such as Slack, Google Calendar, Gmail, and others; this feature allows me to communicate with the development team on a single platform; and this feature distinguishes Asana from other applications. You can establish due dates, priorities, and utilize tags, etc., and everyone learned how to use the application quickly. I enjoy that you can focus on your job while still being able to view everyone's progress when necessary. I enjoy the color style, user interface, and seamless performance, and it's simple to comprehend for everyone.

Project Coordinator

• Offers seamless communication and workflows
• Provides great clarity and organization for different projects
• Limited customization
• Lacks payment integration

Key takeaways

As we've explored, data collection is far more than just accumulating numbers or facts; it's a rigorous process that demands careful planning, execution, and analysis. 

Effective data collection requires careful planning and consideration of various factors, including the target population, research objectives, available resources, and ethical considerations. 

Researchers must determine the most appropriate data collection method(s) and carefully design instruments such as surveys or interview guides to ensure they capture the necessary information.

Regardless of the chosen data collection method and tool, maintaining data integrity and accuracy is paramount. It is important to establish rigorous collection procedures, train data collectors, and employ appropriate sampling methods to ensure representative and unbiased data. 

Remember that data validation and quality control measures should be implemented throughout the data collection process, to detect errors and maintain data reliability.

By choosing the right tools and methodologies, you can collect data that not only answers your research questions but also stands up to scrutiny. The quality of your data is paramount, as it directly impacts the accuracy and validity of your conclusions. 

With the insights from this guide, you are now better equipped to navigate the data collection world, making informed choices that will pave the way for successful research and data-driven decision-making. 

Ready to try our easy-to-use form builder to collect high-quality data? Get started with Feathery .

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Data collection in research: Your complete guide

Last updated

31 January 2023

Reviewed by

Cathy Heath

Short on time? Get an AI generated summary of this article instead

In the late 16th century, Francis Bacon coined the phrase "knowledge is power," which implies that knowledge is a powerful force, like physical strength. In the 21st century, knowledge in the form of data is unquestionably powerful.

But data isn't something you just have - you need to collect it. This means utilizing a data collection process and turning the collected data into knowledge that you can leverage into a successful strategy for your business or organization.

Believe it or not, there's more to data collection than just conducting a Google search. In this complete guide, we shine a spotlight on data collection, outlining what it is, types of data collection methods, common challenges in data collection, data collection techniques, and the steps involved in data collection.

Analyze all your data in one place

Uncover hidden nuggets in all types of qualitative data when you analyze it in Dovetail

• What is data collection?

There are two specific data collection techniques: primary and secondary data collection. Primary data collection is the process of gathering data directly from sources. It's often considered the most reliable data collection method, as researchers can collect information directly from respondents.

Secondary data collection is data that has already been collected by someone else and is readily available. This data is usually less expensive and quicker to obtain than primary data.

• What are the different methods of data collection?

There are several data collection methods, which can be either manual or automated. Manual data collection involves collecting data manually, typically with pen and paper, while computerized data collection involves using software to collect data from online sources, such as social media, website data, transaction data, etc. 

Here are the five most popular methods of data collection:

Surveys are a very popular method of data collection that organizations can use to gather information from many people. Researchers can conduct multi-mode surveys that reach respondents in different ways, including in person, by mail, over the phone, or online.

As a method of data collection, surveys have several advantages. For instance, they are relatively quick and easy to administer, you can be flexible in what you ask, and they can be tailored to collect data on various topics or from certain demographics.

However, surveys also have several disadvantages. For instance, they can be expensive to administer, and the results may not represent the population as a whole. Additionally, survey data can be challenging to interpret. It may also be subject to bias if the questions are not well-designed or if the sample of people surveyed is not representative of the population of interest.

Interviews are a common method of collecting data in social science research. You can conduct interviews in person, over the phone, or even via email or online chat.

Interviews are a great way to collect qualitative and quantitative data . Qualitative interviews are likely your best option if you need to collect detailed information about your subjects' experiences or opinions. If you need to collect more generalized data about your subjects' demographics or attitudes, then quantitative interviews may be a better option.

Interviews are relatively quick and very flexible, allowing you to ask follow-up questions and explore topics in more depth. The downside is that interviews can be time-consuming and expensive due to the amount of information to be analyzed. They are also prone to bias, as both the interviewer and the respondent may have certain expectations or preconceptions that may influence the data.

Direct observation

Observation is a direct way of collecting data. It can be structured (with a specific protocol to follow) or unstructured (simply observing without a particular plan).

Organizations and businesses use observation as a data collection method to gather information about their target market, customers, or competition. Businesses can learn about consumer behavior, preferences, and trends by observing people using their products or service.

There are two types of observation: participatory and non-participatory. In participatory observation, the researcher is actively involved in the observed activities. This type of observation is used in ethnographic research , where the researcher wants to understand a group's culture and social norms. Non-participatory observation is when researchers observe from a distance and do not interact with the people or environment they are studying.

There are several advantages to using observation as a data collection method. It can provide insights that may not be apparent through other methods, such as surveys or interviews. Researchers can also observe behavior in a natural setting, which can provide a more accurate picture of what people do and how and why they behave in a certain context.

There are some disadvantages to using observation as a method of data collection. It can be time-consuming, intrusive, and expensive to observe people for extended periods. Observations can also be tainted if the researcher is not careful to avoid personal biases or preconceptions.

Automated data collection

Business applications and websites are increasingly collecting data electronically to improve the user experience or for marketing purposes.

There are a few different ways that organizations can collect data automatically. One way is through cookies, which are small pieces of data stored on a user's computer. They track a user's browsing history and activity on a site, measuring levels of engagement with a business’s products or services, for example.

Another way organizations can collect data automatically is through web beacons. Web beacons are small images embedded on a web page to track a user's activity.

Finally, organizations can also collect data through mobile apps, which can track user location, device information, and app usage. This data can be used to improve the user experience and for marketing purposes.

Automated data collection is a valuable tool for businesses, helping improve the user experience or target marketing efforts. Businesses should aim to be transparent about how they collect and use this data.

Sourcing data through information service providers

Organizations need to be able to collect data from a variety of sources, including social media, weblogs, and sensors. The process to do this and then use the data for action needs to be efficient, targeted, and meaningful.

In the era of big data, organizations are increasingly turning to information service providers (ISPs) and other external data sources to help them collect data to make crucial decisions. 

Information service providers help organizations collect data by offering personalized services that suit the specific needs of the organizations. These services can include data collection, analysis, management, and reporting. By partnering with an ISP, organizations can gain access to the newest technology and tools to help them to gather and manage data more effectively.

There are also several tools and techniques that organizations can use to collect data from external sources, such as web scraping, which collects data from websites, and data mining, which involves using algorithms to extract data from large data sets. 

Organizations can also use APIs (application programming interface) to collect data from external sources. APIs allow organizations to access data stored in another system and share and integrate it into their own systems.

Finally, organizations can also use manual methods to collect data from external sources. This can involve contacting companies or individuals directly to request data, by using the right tools and methods to get the insights they need.

• What are common challenges in data collection?

There are many challenges that researchers face when collecting data. Here are five common examples:

Big data environments

Data collection can be a challenge in big data environments for several reasons. It can be located in different places, such as archives, libraries, or online. The sheer volume of data can also make it difficult to identify the most relevant data sets.

Second, the complexity of data sets can make it challenging to extract the desired information. Third, the distributed nature of big data environments can make it difficult to collect data promptly and efficiently.

Therefore it is important to have a well-designed data collection strategy to consider the specific needs of the organization and what data sets are the most relevant. Alongside this, consideration should be made regarding the tools and resources available to support data collection and protect it from unintended use.

Data bias is a common challenge in data collection. It occurs when data is collected from a sample that is not representative of the population of interest. 

There are different types of data bias, but some common ones include selection bias, self-selection bias, and response bias. Selection bias can occur when the collected data does not represent the population being studied. For example, if a study only includes data from people who volunteer to participate, that data may not represent the general population.

Self-selection bias can also occur when people self-select into a study, such as by taking part only if they think they will benefit from it. Response bias happens when people respond in a way that is not honest or accurate, such as by only answering questions that make them look good. 

These types of data bias present a challenge because they can lead to inaccurate results and conclusions about behaviors, perceptions, and trends. Data bias can be avoided by identifying potential sources or themes of bias and setting guidelines for eliminating them.

Lack of quality assurance processes

One of the biggest challenges in data collection is the lack of quality assurance processes. This can lead to several problems, including incorrect data, missing data, and inconsistencies between data sets.

Quality assurance is important because there are many data sources, and each source may have different levels of quality or corruption. There are also different ways of collecting data, and data quality may vary depending on the method used. 

There are several ways to improve quality assurance in data collection. These include developing clear and consistent goals and guidelines for data collection, implementing quality control measures, using standardized procedures, and employing data validation techniques. By taking these steps, you can ensure that your data is of adequate quality to inform decision-making.

Limited access to data

Another challenge in data collection is limited access to data. This can be due to several reasons, including privacy concerns, the sensitive nature of the data, security concerns, or simply the fact that data is not readily available.

Legal and compliance regulations

Most countries have regulations governing how data can be collected, used, and stored. In some cases, data collected in one country may not be used in another. This means gaining a global perspective can be a challenge. 

For example, if a company is required to comply with the EU General Data Protection Regulation (GDPR), it may not be able to collect data from individuals in the EU without their explicit consent. This can make it difficult to collect data from a target audience.

Legal and compliance regulations can be complex, and it's important to ensure that all data collected is done so in a way that complies with the relevant regulations.

• What are the key steps in the data collection process?

There are five steps involved in the data collection process. They are:

1. Decide what data you want to gather

Have a clear understanding of the questions you are asking, and then consider where the answers might lie and how you might obtain them. This saves time and resources by avoiding the collection of irrelevant data, and helps maintain the quality of your datasets. 

2. Establish a deadline for data collection

Establishing a deadline for data collection helps you avoid collecting too much data, which can be costly and time-consuming to analyze. It also allows you to plan for data analysis and prompt interpretation. Finally, it helps you meet your research goals and objectives and allows you to move forward.

3. Select a data collection approach

The data collection approach you choose will depend on different factors, including the type of data you need, available resources, and the project timeline. For instance, if you need qualitative data, you might choose a focus group or interview methodology. If you need quantitative data , then a survey or observational study may be the most appropriate form of collection.

4. Gather information

When collecting data for your business, identify your business goals first. Once you know what you want to achieve, you can start collecting data to reach those goals. The most important thing is to ensure that the data you collect is reliable and valid. Otherwise, any decisions you make using the data could result in a negative outcome for your business.

5. Examine the information and apply your findings

As a researcher, it's important to examine the data you're collecting and analyzing before you apply your findings. This is because data can be misleading, leading to inaccurate conclusions. Ask yourself whether it is what you are expecting? Is it similar to other datasets you have looked at? 

There are many scientific ways to examine data, but some common methods include:

looking at the distribution of data points

examining the relationships between variables

looking for outliers

By taking the time to examine your data and noticing any patterns, strange or otherwise, you can avoid making mistakes that could invalidate your research.

• How qualitative analysis software streamlines the data collection process

Knowledge derived from data does indeed carry power. However, if you don't convert the knowledge into action, it will remain a resource of unexploited energy and wasted potential.

Luckily, data collection tools enable organizations to streamline their data collection and analysis processes and leverage the derived knowledge to grow their businesses. For instance, qualitative analysis software can be highly advantageous in data collection by streamlining the process, making it more efficient and less time-consuming.

Secondly, qualitative analysis software provides a structure for data collection and analysis, ensuring that data is of high quality. It can also help to uncover patterns and relationships that would otherwise be difficult to discern. Moreover, you can use it to replace more expensive data collection methods, such as focus groups or surveys.

Overall, qualitative analysis software can be valuable for any researcher looking to collect and analyze data. By increasing efficiency, improving data quality, and providing greater insights, qualitative software can help to make the research process much more efficient and effective.

Learn more about qualitative research data analysis software

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Data Collection Methods and Tools for Research; A Step-by-Step Guide to Choose Data Collection Technique for Academic and Business Research Projects

Taherdoost, H. (2021). Data Collection Methods and Tools for Research; A Step-by-Step Guide to Choose Data Collection Technique for Academic and Business Research Projects, International Journal of Academic Research in Management, 10(1): 10-38 https://elvedit.com/journals/IJARM/wp-content/uploads

Posted: 18 Aug 2022

Hamed Taherdoost

Hamta Group

Date Written: June 1, 2021

One of the main stages in a research study is data collection that enables the researcher to find answers to research questions. Data collection is the process of collecting data aiming to gain insights regarding the research topic. There are different types of data and different data collection methods accordingly. However, it may be challenging for researchers to select the most appropriate type of data collection based on the type of data that is used in the research. This article aims to provide a comprehensive source for data collection methods including defining the data collection process and discussing the main types of data. The possible methodologies for gathering data are then explained based on these categories and the advantages and disadvantages of utilizing these methods are defined. Finally, the main challenges of data collection are listed and in the last section, ethical considerations in the data collection processes are reviewed.

Keywords: Data Collection, Research Methodology, Data Collection Methods, Academic Research Paper, Data Collection Techniques

Suggested Citation: Suggested Citation

Hamed Taherdoost (Contact Author)

Hamta group ( email ).

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Step-by-Step Guide: Data Gathering in Research Projects

• by Willie Wilson
• October 22, 2023

Welcome to our ultimate guide on data gathering in research projects! Whether you’re an aspiring researcher or a seasoned professional, this blog post will equip you with the essential steps to effectively gather data. In this ever-evolving digital age, data has become the cornerstone of decision-making and problem-solving in various fields. So, understanding the process of data gathering is crucial to ensure accurate and reliable results.

In this article, we will delve into the ten key steps involved in data gathering. From formulating research questions to selecting the right data collection methods , we’ll cover everything you need to know to conduct a successful research project. So, grab your notebook and get ready to embark on an exciting journey of data exploration!

Let’s dive right in and discover the step-by-step process of data gathering, enabling you to enhance your research skills and deliver impactful results.

10 Steps to Master Data Gathering

Data gathering is a crucial step in any research or analysis process. It provides the foundation for informed decision-making , insightful analysis, and meaningful insights. Whether you’re a data scientist, a market researcher, or just someone curious about a specific topic, understanding the steps involved in data gathering is essential. So, let’s dive into the 10 steps you need to master to become a data gathering wizard!

Step 1: Define Your Objective

First things first, clearly define your objective. Ask yourself what you’re trying to achieve with the data you gather. Are you looking for trends, patterns, or correlations? Do you want to support a hypothesis or disprove it? Having a clear goal in mind will help you stay focused and ensure that your data gathering efforts are purposeful.

Step 2: Determine Your Data Sources

Once you know what you’re after, it’s time to identify your data sources. Will you be collecting primary data through surveys, interviews, or experiments? Or will you rely on secondary sources like databases, research papers, or official reports? Consider the pros and cons of each source and choose the ones that align best with your objective.

Step 3: Create a Data Collection Plan

Planning is key! Before you start gathering data, create a detailed data collection plan. Outline the key variables you want to measure, determine the sampling technique, and devise a timeline. This plan will serve as your roadmap throughout the data gathering process and ensure that you don’t miss any important steps or variables.

Step 4: Design Your Data Collection Tools

Now that your plan is in place, it’s time to design the tools you’ll use to collect the data. This could be a survey questionnaire, an interview script, or an observation checklist . Remember to keep your questions clear, concise, and unbiased to ensure high-quality data.

Step 5: Pretest Your Tools

Before you launch into full-scale data collection, it’s wise to pretest your tools. This involves trying out your survey questionnaire, interview script, or observation checklist on a small sample of respondents. This step allows you to identify any issues or ambiguities in your tools and make necessary revisions.

Step 6: Collect Your Data

Now comes the exciting part—collecting the actual data! Deploy your data collection tools on your chosen sample and gather the information you need. Be organized, diligent, and ethical in your data collection, ensuring that you respect respondents’ privacy and confidentiality.

Step 7: Clean and Validate Your Data

Raw data can be messy. Before you start analyzing it, you need to clean and validate it. Remove any duplicate entries, correct any errors or inconsistencies, and check for data integrity. This step is critical to ensure the accuracy and reliability of your findings.

Step 8: Analyze Your Data

With clean and validated data in hand, it’s time to analyze! Use statistical techniques , visualization tools, or any other relevant methods to uncover patterns, relationships, and insights within your data. This step is where the true magic happens, so put on your analytical hat and dig deep!

Step 9: Interpret Your Findings

Analyzing data is just the first step; interpreting the findings is where the real value lies. Look for meaningful patterns, draw connections, and uncover insights that align with your objective. Remember to consider the limitations of your data and acknowledge any potential biases.

Step 10: Communicate Your Results

Last but not least, share your findings with the world! Prepare visualizations, reports, or presentations that effectively communicate your results. Make sure your audience understands the key takeaways and implications of your findings. Remember, knowledge is power, but only if it’s effectively shared.

And voila! You’ve now familiarized yourself with the 10 steps to master data gathering. Whether you’re a data enthusiast or a professional in the field, following these steps will set you on the path to success. So go forth, embrace the data, and uncover the hidden treasures within!

FAQ: What are the 10 Steps in Data Gathering

In the world of data-driven decision-making, gathering accurate and reliable data is crucial. Whether you’re conducting market research, academic studies, or simply exploring a topic of interest, the process of data gathering involves various steps. In this FAQ-style guide, we’ll explore the 10 steps of data gathering that will help you collect and analyze data effectively.

What are the Steps in Data Gathering

Identify your research objective: Before diving into data gathering, it’s essential to define the purpose of your research. Determine what information you need to collect and how it will contribute to your overall goal.

Create a research plan: Develop a detailed plan outlining the methods and strategies you’ll use to gather data. Consider factors such as time constraints, available resources, and potential obstacles.

Choose your data collection method: There are various methods to collect data, including surveys, interviews, observations, and experiments. Select a method or combination of methods that align with your research objective and provide the most accurate and relevant data.

Design your data collection tool: Once you’ve chosen your data collection method, design the tools you’ll use to gather information. This may include developing survey questionnaires, interview guides, or observation protocols.

Collect your data: Now it’s time to put your plan into action and start gathering data. Ensure proper training for data collectors, maintain accurate records, and adhere to ethical guidelines if applicable.

Clean and organize your data: After collecting the data, it’s essential to clean and organize it to ensure accuracy and ease of analysis. Remove any inconsistencies, irrelevant information, or duplicate entries. Use software tools such as spreadsheets or statistical software to manage your data effectively.

Analyze your data: With the cleaned and organized data, begin analyzing it to uncover patterns, trends, and insights. Utilize statistical techniques and visualizations to make sense of your data and draw meaningful conclusions .

Interpret your findings: Once you’ve analyzed the data, interpret the results in the context of your research objective. Look for connections, relationships, and implications that can inform your decision-making process.

Draw conclusions and make recommendations: Based on your analysis and interpretation, draw conclusions about your research question and provide recommendations for further action or future studies.

Communicate your findings: Finally, present your findings in a clear and concise manner. This could be through a research report, presentation, or infographic. Consider the appropriate format for your audience and ensure your communication is engaging and accessible.

Data gathering may seem like a daunting process, but by following these 10 steps, you can navigate it successfully. Remember to stay focused on your research objective, choose the right methods and tools, and analyze your data thoroughly. With proper planning and execution, you’ll gather valuable insights that can inform decision-making and drive meaningful outcomes.

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Home Market Research

Data Collection: What It Is, Methods & Tools + Examples

Let’s face it, no one wants to make decisions based on guesswork or gut feelings. The most important objective of data collection is to ensure that the data gathered is reliable and packed to the brim with juicy insights that can be analyzed and turned into data-driven decisions. There’s nothing better than good statistical analysis .

LEARN ABOUT: Level of Analysis

Collecting high-quality data is essential for conducting market research, analyzing user behavior, or just trying to get a handle on business operations. With the right approach and a few handy tools, gathering reliable and informative data.

So, let’s get ready to collect some data because when it comes to data collection, it’s all about the details.

Content Index

What is Data Collection?

Data collection methods, data collection examples, reasons to conduct online research and data collection, conducting customer surveys for data collection to multiply sales, steps to effectively conduct an online survey for data collection, survey design for data collection.

Data collection is the procedure of collecting, measuring, and analyzing accurate insights for research using standard validated techniques.

Put simply, data collection is the process of gathering information for a specific purpose. It can be used to answer research questions, make informed business decisions, or improve products and services.

To collect data, we must first identify what information we need and how we will collect it. We can also evaluate a hypothesis based on collected data. In most cases, data collection is the primary and most important step for research. The approach to data collection is different for different fields of study, depending on the required information.

LEARN ABOUT: Action Research

There are many ways to collect information when doing research. The data collection methods that the researcher chooses will depend on the research question posed. Some data collection methods include surveys, interviews, tests, physiological evaluations, observations, reviews of existing records, and biological samples. Let’s explore them.

LEARN ABOUT: Best Data Collection Tools

Phone vs. Online vs. In-Person Interviews

Essentially there are four choices for data collection – in-person interviews, mail, phone, and online. There are pros and cons to each of these modes.

• Pros: In-depth and a high degree of confidence in the data
• Cons: Time-consuming, expensive, and can be dismissed as anecdotal
• Pros: Can reach anyone and everyone – no barrier
• Cons: Expensive, data collection errors, lag time
• Pros: High degree of confidence in the data collected, reach almost anyone
• Cons: Expensive, cannot self-administer, need to hire an agency
• Pros: Cheap, can self-administer, very low probability of data errors
• Cons: Not all your customers might have an email address/be on the internet, customers may be wary of divulging information online.

In-person interviews always are better, but the big drawback is the trap you might fall into if you don’t do them regularly. It is expensive to regularly conduct interviews and not conducting enough interviews might give you false positives. Validating your research is almost as important as designing and conducting it.

We’ve seen many instances where after the research is conducted – if the results do not match up with the “gut-feel” of upper management, it has been dismissed off as anecdotal and a “one-time” phenomenon. To avoid such traps, we strongly recommend that data-collection be done on an “ongoing and regular” basis.

LEARN ABOUT: Research Process Steps

This will help you compare and analyze the change in perceptions according to marketing for your products/services. The other issue here is sample size. To be confident with your research, you must interview enough people to weed out the fringe elements.

A couple of years ago there was a lot of discussion about online surveys and their statistical analysis plan . The fact that not every customer had internet connectivity was one of the main concerns.

LEARN ABOUT:   Statistical Analysis Methods

Although some of the discussions are still valid, the reach of the internet as a means of communication has become vital in the majority of customer interactions. According to the US Census Bureau, the number of households with computers has doubled between 1997 and 2001.

Learn more: Quantitative Market Research

In 2001 nearly 50% of households had a computer. Nearly 55% of all households with an income of more than 35,000 have internet access, which jumps to 70% for households with an annual income of 50,000. This data is from the US Census Bureau for 2001.

There are primarily three modes of data collection that can be employed to gather feedback – Mail, Phone, and Online. The method actually used for data collection is really a cost-benefit analysis. There is no slam-dunk solution but you can use the table below to understand the risks and advantages associated with each of the mediums:

Keep in mind, the reach here is defined as “All U.S. Households.” In most cases, you need to look at how many of your customers are online and determine. If all your customers have email addresses, you have a 100% reach of your customers.

Another important thing to keep in mind is the ever-increasing dominance of cellular phones over landline phones. United States FCC rules prevent automated dialing and calling cellular phone numbers and there is a noticeable trend towards people having cellular phones as the only voice communication device.

This introduces the inability to reach cellular phone customers who are dropping home phone lines in favor of going entirely wireless. Even if automated dialing is not used, another FCC rule prohibits from phoning anyone who would have to pay for the call.

Learn more: Qualitative Market Research

Multi-Mode Surveys

Surveys, where the data is collected via different modes (online, paper, phone etc.), is also another way of going. It is fairly straightforward and easy to have an online survey and have data-entry operators to enter in data (from the phone as well as paper surveys) into the system. The same system can also be used to collect data directly from the respondents.

Learn more: Survey Research

Data collection is an important aspect of research. Let’s consider an example of a mobile manufacturer, company X, which is launching a new product variant. To conduct research about features, price range, target market, competitor analysis, etc. data has to be collected from appropriate sources.

The marketing team can conduct various data collection activities such as online surveys or focus groups .

The survey should have all the right questions about features and pricing, such as “What are the top 3 features expected from an upcoming product?” or “How much are your likely to spend on this product?” or “Which competitors provide similar products?” etc.

For conducting a focus group, the marketing team should decide the participants and the mediator. The topic of discussion and objective behind conducting a focus group should be clarified beforehand to conduct a conclusive discussion.

Data collection methods are chosen depending on the available resources. For example, conducting questionnaires and surveys would require the least resources, while focus groups require moderately high resources.

Feedback is a vital part of any organization’s growth. Whether you conduct regular focus groups to elicit information from key players or, your account manager calls up all your marquee  accounts to find out how things are going – essentially they are all processes to find out from your customers’ eyes – How are we doing? What can we do better?

Online surveys are just another medium to collect feedback from your customers , employees and anyone your business interacts with. With the advent of Do-It-Yourself tools for online surveys, data collection on the internet has become really easy, cheap and effective.

Learn more:  Online Research

It is a well-established marketing fact that acquiring a new customer is 10 times more difficult and expensive than retaining an existing one. This is one of the fundamental driving forces behind the extensive adoption and interest in CRM and related customer retention tactics.

In a research study conducted by Rice University Professor Dr. Paul Dholakia and Dr. Vicki Morwitz, published in Harvard Business Review, the experiment inferred that the simple fact of asking customers how an organization was performing by itself to deliver results proved to be an effective customer retention strategy.

In the research study, conducted over the course of a year, one set of customers were sent out a satisfaction and opinion survey and the other set was not surveyed. In the next one year, the group that took the survey saw twice the number of people continuing and renewing their loyalty towards the organization data .

Learn more: Research Design

The research study provided a couple of interesting reasons on the basis of consumer psychology, behind this phenomenon:

• Satisfaction surveys boost the customers’ desire to be coddled and induce positive feelings. This crops from a section of the human psychology that intends to “appreciate” a product or service they already like or prefer. The survey feedback collection method is solely a medium to convey this. The survey is a vehicle to “interact” with the company and reinforces the customer’s commitment to the company.
• Surveys may increase awareness of auxiliary products and services. Surveys can be considered modes of both inbound as well as outbound communication. Surveys are generally considered to be a data collection and analysis source. Most people are unaware of the fact that consumer surveys can also serve as a medium for distributing data. It is important to note a few caveats here.
• In most countries, including the US, “selling under the guise of research” is illegal. b. However, we all know that information is distributed while collecting information. c. Other disclaimers may be included in the survey to ensure users are aware of this fact. For example: “We will collect your opinion and inform you about products and services that have come online in the last year…”
• Induced Judgments:  The entire procedure of asking people for their feedback can prompt them to build an opinion on something they otherwise would not have thought about. This is a very underlying yet powerful argument that can be compared to the “Product Placement” strategy currently used for marketing products in mass media like movies and television shows. One example is the extensive and exclusive use of the “mini-Cooper” in the blockbuster movie “Italian Job.” This strategy is questionable and should be used with great caution.

Surveys should be considered as a critical tool in the customer journey dialog. The best thing about surveys is its ability to carry “bi-directional” information. The research conducted by Paul Dholakia and Vicki Morwitz shows that surveys not only get you the information that is critical for your business, but also enhances and builds upon the established relationship you have with your customers.

Recent technological advances have made it incredibly easy to conduct real-time surveys and  opinion polls . Online tools make it easy to frame questions and answers and create surveys on the Web. Distributing surveys via email, website links or even integration with online CRM tools like Salesforce.com have made online surveying a quick-win solution.

So, you’ve decided to conduct an online survey. There are a few questions in your mind that you would like answered, and you are looking for a fast and inexpensive way to find out more about your customers, clients, etc.

First and foremost thing you need to decide what the smart objectives of the study are. Ensure that you can phrase these objectives as questions or measurements. If you can’t, you are better off looking at other data sources like focus groups and other qualitative methods . The data collected via online surveys is dominantly quantitative in nature.

Review the basic objectives of the study. What are you trying to discover? What actions do you  want to take as a result of the survey? –  Answers to these questions help in validating collected data. Online surveys are just one way of collecting and quantifying data .

Learn more: Qualitative Data & Qualitative Data Collection Methods

• Visualize all of the relevant information items you would like to have. What will the output survey research report look like? What charts and graphs will be prepared? What information do you need to be assured that action is warranted?
• Assign ranks to each topic (1 and 2) according to their priority, including the most important topics first. Revisit these items again to ensure that the objectives, topics, and information you need are appropriate. Remember, you can’t solve the research problem if you ask the wrong questions.
• How easy or difficult is it for the respondent to provide information on each topic? If it is difficult, is there an alternative medium to gain insights by asking a different question? This is probably the most important step. Online surveys have to be Precise, Clear and Concise. Due to the nature of the internet and the fluctuations involved, if your questions are too difficult to understand, the survey dropout rate will be high.
• Create a sequence for the topics that are unbiased. Make sure that the questions asked first do not bias the results of the next questions. Sometimes providing too much information, or disclosing purpose of the study can create bias. Once you have a series of decided topics, you can have a basic structure of a survey. It is always advisable to add an “Introductory” paragraph before the survey to explain the project objective and what is expected of the respondent. It is also sensible to have a “Thank You” text as well as information about where to find the results of the survey when they are published.
• Page Breaks – The attention span of respondents can be very low when it comes to a long scrolling survey. Add page breaks as wherever possible. Having said that, a single question per page can also hamper response rates as it increases the time to complete the survey as well as increases the chances for dropouts.
• Branching – Create smart and effective surveys with the implementation of branching wherever required. Eliminate the use of text such as, “If you answered No to Q1 then Answer Q4” – this leads to annoyance amongst respondents which result in increase survey dropout rates. Design online surveys using the branching logic so that appropriate questions are automatically routed based on previous responses.
• Write the questions . Initially, write a significant number of survey questions out of which you can use the one which is best suited for the survey. Divide the survey into sections so that respondents do not get confused seeing a long list of questions.
• Sequence the questions so that they are unbiased.
• Repeat all of the steps above to find any major holes. Are the questions really answered? Have someone review it for you.
• Time the length of the survey. A survey should take less than five minutes. At three to four research questions per minute, you are limited to about 15 questions. One open end text question counts for three multiple choice questions. Most online software tools will record the time taken for the respondents to answer questions.
• Include a few open-ended survey questions that support your survey object. This will be a type of feedback survey.
• Send an email to the project survey to your test group and then email the feedback survey afterward.
• This way, you can have your test group provide their opinion about the functionality as well as usability of your project survey by using the feedback survey.
• Make changes to your questionnaire based on the received feedback.
• Send the survey out to all your respondents!

Online surveys have, over the course of time, evolved into an effective alternative to expensive mail or telephone surveys. However, you must be aware of a few conditions that need to be met for online surveys. If you are trying to survey a sample representing the target population, please remember that not everyone is online.

Moreover, not everyone is receptive to an online survey also. Generally, the demographic segmentation of younger individuals is inclined toward responding to an online survey.

Learn More: Examples of Qualitarive Data in Education

Good survey design is crucial for accurate data collection. From question-wording to response options, let’s explore how to create effective surveys that yield valuable insights with our tips to survey design.

• Writing Great Questions for data collection

Writing great questions can be considered an art. Art always requires a significant amount of hard work, practice, and help from others.

The questions in a survey need to be clear, concise, and unbiased. A poorly worded question or a question with leading language can result in inaccurate or irrelevant responses, ultimately impacting the data’s validity.

Moreover, the questions should be relevant and specific to the research objectives. Questions that are irrelevant or do not capture the necessary information can lead to incomplete or inconsistent responses too.

• Avoid loaded or leading words or questions

A small change in content can produce effective results. Words such as could , should and might are all used for almost the same purpose, but may produce a 20% difference in agreement to a question. For example, “The management could.. should.. might.. have shut the factory”.

Intense words such as – prohibit or action, representing control or action, produce similar results. For example,  “Do you believe Donald Trump should prohibit insurance companies from raising rates?”.

Sometimes the content is just biased. For instance, “You wouldn’t want to go to Rudolpho’s Restaurant for the organization’s annual party, would you?”

• Misplaced questions

Questions should always reference the intended context, and questions placed out of order or without its requirement should be avoided. Generally, a funnel approach should be implemented – generic questions should be included in the initial section of the questionnaire as a warm-up and specific ones should follow. Toward the end, demographic or geographic questions should be included.

• Mutually non-overlapping response categories

Multiple-choice answers should be mutually unique to provide distinct choices. Overlapping answer options frustrate the respondent and make interpretation difficult at best. Also, the questions should always be precise.

For example: “Do you like water juice?”

This question is vague. In which terms is the liking for orange juice is to be rated? – Sweetness, texture, price, nutrition etc.

• Avoid the use of confusing/unfamiliar words

Asking about industry-related terms such as caloric content, bits, bytes, MBS , as well as other terms and acronyms can confuse respondents . Ensure that the audience understands your language level, terminology, and, above all, the question you ask.

• Non-directed questions give respondents excessive leeway

In survey design for data collection, non-directed questions can give respondents excessive leeway, which can lead to vague and unreliable data. These types of questions are also known as open-ended questions, and they do not provide any structure for the respondent to follow.

For instance, a non-directed question like “ What suggestions do you have for improving our shoes?” can elicit a wide range of answers, some of which may not be relevant to the research objectives. Some respondents may give short answers, while others may provide lengthy and detailed responses, making comparing and analyzing the data challenging.

To avoid these issues, it’s essential to ask direct questions that are specific and have a clear structure. Closed-ended questions, for example, offer structured response options and can be easier to analyze as they provide a quantitative measure of respondents’ opinions.

• Never force questions

There will always be certain questions that cross certain privacy rules. Since privacy is an important issue for most people, these questions should either be eliminated from the survey or not be kept as mandatory. Survey questions about income, family income, status, religious and political beliefs, etc., should always be avoided as they are considered to be intruding, and respondents can choose not to answer them.

• Unbalanced answer options in scales

Unbalanced answer options in scales such as Likert Scale and Semantic Scale may be appropriate for some situations and biased in others. When analyzing a pattern in eating habits, a study used a quantity scale that made obese people appear in the middle of the scale with the polar ends reflecting a state where people starve and an irrational amount to consume. There are cases where we usually do not expect poor service, such as hospitals.

• Questions that cover two points

In survey design for data collection, questions that cover two points can be problematic for several reasons. These types of questions are often called “double-barreled” questions and can cause confusion for respondents, leading to inaccurate or irrelevant data.

For instance, a question like “Do you like the food and the service at the restaurant?” covers two points, the food and the service, and it assumes that the respondent has the same opinion about both. If the respondent only liked the food, their opinion of the service could affect their answer.

It’s important to ask one question at a time to avoid confusion and ensure that the respondent’s answer is focused and accurate. This also applies to questions with multiple concepts or ideas. In these cases, it’s best to break down the question into multiple questions that address each concept or idea separately.

• Dichotomous questions

Dichotomous questions are used in case you want a distinct answer, such as: Yes/No or Male/Female . For example, the question “Do you think this candidate will win the election?” can be Yes or No.

• Avoid the use of long questions

The use of long questions will definitely increase the time taken for completion, which will generally lead to an increase in the survey dropout rate. Multiple-choice questions are the longest and most complex, and open-ended questions are the shortest and easiest to answer.

Data collection is an essential part of the research process, whether you’re conducting scientific experiments, market research, or surveys. The methods and tools used for data collection will vary depending on the research type, the sample size required, and the resources available.

Several data collection methods include surveys, observations, interviews, and focus groups. We learn each method has advantages and disadvantages, and choosing the one that best suits the research goals is important.

With the rise of technology, many tools are now available to facilitate data collection, including online survey software and data visualization tools. These tools can help researchers collect, store, and analyze data more efficiently, providing greater results and accuracy.

By understanding the various methods and tools available for data collection, we can develop a solid foundation for conducting research. With these research skills , we can make informed decisions, solve problems, and contribute to advancing our understanding of the world around us.

Analyze your survey data to gauge in-depth market drivers, including competitive intelligence, purchasing behavior, and price sensitivity, with QuestionPro.

You will obtain accurate insights with various techniques, including conjoint analysis, MaxDiff analysis, sentiment analysis, TURF analysis, heatmap analysis, etc. Export quality data to external in-depth analysis tools such as SPSS and R Software, and integrate your research with external business applications. Everything you need for your data collection. Start today for free!

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• Published: 22 March 2008

Methods of data collection in qualitative research: interviews and focus groups

• P. Gill 1 ,
• K. Stewart 2 ,
• E. Treasure 3 &
• B. Chadwick 4  

British Dental Journal volume  204 ,  pages 291–295 ( 2008 ) Cite this article

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Interviews and focus groups are the most common methods of data collection used in qualitative healthcare research

Interviews can be used to explore the views, experiences, beliefs and motivations of individual participants

Focus group use group dynamics to generate qualitative data

Qualitative research in dentistry

Conducting qualitative interviews with school children in dental research

Analysing and presenting qualitative data

This paper explores the most common methods of data collection used in qualitative research: interviews and focus groups. The paper examines each method in detail, focusing on how they work in practice, when their use is appropriate and what they can offer dentistry. Examples of empirical studies that have used interviews or focus groups are also provided.

You have full access to this article via your institution.

Similar content being viewed by others

Interviews in the social sciences

A review of technical and quality assessment considerations of audio-visual and web-conferencing focus groups in qualitative health research

Professionalism in dentistry: deconstructing common terminology, introduction.

Having explored the nature and purpose of qualitative research in the previous paper, this paper explores methods of data collection used in qualitative research. There are a variety of methods of data collection in qualitative research, including observations, textual or visual analysis (eg from books or videos) and interviews (individual or group). 1 However, the most common methods used, particularly in healthcare research, are interviews and focus groups. 2 , 3

The purpose of this paper is to explore these two methods in more detail, in particular how they work in practice, the purpose of each, when their use is appropriate and what they can offer dental research.

Qualitative research interviews

There are three fundamental types of research interviews: structured, semi-structured and unstructured. Structured interviews are, essentially, verbally administered questionnaires, in which a list of predetermined questions are asked, with little or no variation and with no scope for follow-up questions to responses that warrant further elaboration. Consequently, they are relatively quick and easy to administer and may be of particular use if clarification of certain questions are required or if there are likely to be literacy or numeracy problems with the respondents. However, by their very nature, they only allow for limited participant responses and are, therefore, of little use if 'depth' is required.

Conversely, unstructured interviews do not reflect any preconceived theories or ideas and are performed with little or no organisation. 4 Such an interview may simply start with an opening question such as 'Can you tell me about your experience of visiting the dentist?' and will then progress based, primarily, upon the initial response. Unstructured interviews are usually very time-consuming (often lasting several hours) and can be difficult to manage, and to participate in, as the lack of predetermined interview questions provides little guidance on what to talk about (which many participants find confusing and unhelpful). Their use is, therefore, generally only considered where significant 'depth' is required, or where virtually nothing is known about the subject area (or a different perspective of a known subject area is required).

Semi-structured interviews consist of several key questions that help to define the areas to be explored, but also allows the interviewer or interviewee to diverge in order to pursue an idea or response in more detail. 2 This interview format is used most frequently in healthcare, as it provides participants with some guidance on what to talk about, which many find helpful. The flexibility of this approach, particularly compared to structured interviews, also allows for the discovery or elaboration of information that is important to participants but may not have previously been thought of as pertinent by the research team.

For example, in a recent dental public heath study, 5 school children in Cardiff, UK were interviewed about their food choices and preferences. A key finding that emerged from semi-structured interviews, which was not previously thought to be as highly influential as the data subsequently confirmed, was the significance of peer-pressure in influencing children's food choices and preferences. This finding was also established primarily through follow-up questioning (eg probing interesting responses with follow-up questions, such as 'Can you tell me a bit more about that?') and, therefore, may not have emerged in the same way, if at all, if asked as a predetermined question.

The purpose of research interviews

The purpose of the research interview is to explore the views, experiences, beliefs and/or motivations of individuals on specific matters (eg factors that influence their attendance at the dentist). Qualitative methods, such as interviews, are believed to provide a 'deeper' understanding of social phenomena than would be obtained from purely quantitative methods, such as questionnaires. 1 Interviews are, therefore, most appropriate where little is already known about the study phenomenon or where detailed insights are required from individual participants. They are also particularly appropriate for exploring sensitive topics, where participants may not want to talk about such issues in a group environment.

Examples of dental studies that have collected data using interviews are 'Examining the psychosocial process involved in regular dental attendance' 6 and 'Exploring factors governing dentists' treatment philosophies'. 7 Gibson et al . 6 provided an improved understanding of factors that influenced people's regular attendance with their dentist. The study by Kay and Blinkhorn 7 provided a detailed insight into factors that influenced GDPs' decision making in relation to treatment choices. The study found that dentists' clinical decisions about treatments were not necessarily related to pathology or treatment options, as was perhaps initially thought, but also involved discussions with patients, patients' values and dentists' feelings of self esteem and conscience.

There are many similarities between clinical encounters and research interviews, in that both employ similar interpersonal skills, such as questioning, conversing and listening. However, there are also some fundamental differences between the two, such as the purpose of the encounter, reasons for participating, roles of the people involved and how the interview is conducted and recorded. 8

The primary purpose of clinical encounters is for the dentist to ask the patient questions in order to acquire sufficient information to inform decision making and treatment options. However, the constraints of most consultations are such that any open-ended questioning needs to be brought to a conclusion within a fairly short time. 2 In contrast, the fundamental purpose of the research interview is to listen attentively to what respondents have to say, in order to acquire more knowledge about the study topic. 9 Unlike the clinical encounter, it is not to intentionally offer any form of help or advice, which many researchers have neither the training nor the time for. Research interviewing therefore requires a different approach and a different range of skills.

The interview

When designing an interview schedule it is imperative to ask questions that are likely to yield as much information about the study phenomenon as possible and also be able to address the aims and objectives of the research. In a qualitative interview, good questions should be open-ended (ie, require more than a yes/no answer), neutral, sensitive and understandable. 2 It is usually best to start with questions that participants can answer easily and then proceed to more difficult or sensitive topics. 2 This can help put respondents at ease, build up confidence and rapport and often generates rich data that subsequently develops the interview further.

As in any research, it is often wise to first pilot the interview schedule on several respondents prior to data collection proper. 8 This allows the research team to establish if the schedule is clear, understandable and capable of answering the research questions, and if, therefore, any changes to the interview schedule are required.

The length of interviews varies depending on the topic, researcher and participant. However, on average, healthcare interviews last 20-60 minutes. Interviews can be performed on a one-off or, if change over time is of interest, repeated basis, 4 for example exploring the psychosocial impact of oral trauma on participants and their subsequent experiences of cosmetic dental surgery.

Developing the interview

Before an interview takes place, respondents should be informed about the study details and given assurance about ethical principles, such as anonymity and confidentiality. 2 This gives respondents some idea of what to expect from the interview, increases the likelihood of honesty and is also a fundamental aspect of the informed consent process.

Wherever possible, interviews should be conducted in areas free from distractions and at times and locations that are most suitable for participants. For many this may be at their own home in the evenings. Whilst researchers may have less control over the home environment, familiarity may help the respondent to relax and result in a more productive interview. 9 Establishing rapport with participants prior to the interview is also important as this can also have a positive effect on the subsequent development of the interview.

When conducting the actual interview it is prudent for the interviewer to familiarise themselves with the interview schedule, so that the process appears more natural and less rehearsed. However, to ensure that the interview is as productive as possible, researchers must possess a repertoire of skills and techniques to ensure that comprehensive and representative data are collected during the interview. 10 One of the most important skills is the ability to listen attentively to what is being said, so that participants are able to recount their experiences as fully as possible, without unnecessary interruptions.

Other important skills include adopting open and emotionally neutral body language, nodding, smiling, looking interested and making encouraging noises (eg, 'Mmmm') during the interview. 2 The strategic use of silence, if used appropriately, can also be highly effective at getting respondents to contemplate their responses, talk more, elaborate or clarify particular issues. Other techniques that can be used to develop the interview further include reflecting on remarks made by participants (eg, 'Pain?') and probing remarks ('When you said you were afraid of going to the dentist what did you mean?'). 9 Where appropriate, it is also wise to seek clarification from respondents if it is unclear what they mean. The use of 'leading' or 'loaded' questions that may unduly influence responses should always be avoided (eg, 'So you think dental surgery waiting rooms are frightening?' rather than 'How do you find the waiting room at the dentists?').

At the end of the interview it is important to thank participants for their time and ask them if there is anything they would like to add. This gives respondents an opportunity to deal with issues that they have thought about, or think are important but have not been dealt with by the interviewer. 9 This can often lead to the discovery of new, unanticipated information. Respondents should also be debriefed about the study after the interview has finished.

All interviews should be tape recorded and transcribed verbatim afterwards, as this protects against bias and provides a permanent record of what was and was not said. 8 It is often also helpful to make 'field notes' during and immediately after each interview about observations, thoughts and ideas about the interview, as this can help in data analysis process. 4 , 8

Focus groups

Focus groups share many common features with less structured interviews, but there is more to them than merely collecting similar data from many participants at once. A focus group is a group discussion on a particular topic organised for research purposes. This discussion is guided, monitored and recorded by a researcher (sometimes called a moderator or facilitator). 11 , 12

Focus groups were first used as a research method in market research, originating in the 1940s in the work of the Bureau of Applied Social Research at Columbia University. Eventually the success of focus groups as a marketing tool in the private sector resulted in its use in public sector marketing, such as the assessment of the impact of health education campaigns. 13 However, focus group techniques, as used in public and private sectors, have diverged over time. Therefore, in this paper, we seek to describe focus groups as they are used in academic research.

When focus groups are used

Focus groups are used for generating information on collective views, and the meanings that lie behind those views. They are also useful in generating a rich understanding of participants' experiences and beliefs. 12 Suggested criteria for using focus groups include: 13

As a standalone method, for research relating to group norms, meanings and processes

In a multi-method design, to explore a topic or collect group language or narratives to be used in later stages

To clarify, extend, qualify or challenge data collected through other methods

To feedback results to research participants.

Morgan 12 suggests that focus groups should be avoided according to the following criteria:

If listening to participants' views generates expectations for the outcome of the research that can not be fulfilled

If participants are uneasy with each other, and will therefore not discuss their feelings and opinions openly

If the topic of interest to the researcher is not a topic the participants can or wish to discuss

If statistical data is required. Focus groups give depth and insight, but cannot produce useful numerical results.

Conducting focus groups: group composition and size

The composition of a focus group needs great care to get the best quality of discussion. There is no 'best' solution to group composition, and group mix will always impact on the data, according to things such as the mix of ages, sexes and social professional statuses of the participants. What is important is that the researcher gives due consideration to the impact of group mix (eg, how the group may interact with each other) before the focus group proceeds. 14

Interaction is key to a successful focus group. Sometimes this means a pre-existing group interacts best for research purposes, and sometimes stranger groups. Pre-existing groups may be easier to recruit, have shared experiences and enjoy a comfort and familiarity which facilitates discussion or the ability to challenge each other comfortably. In health settings, pre-existing groups can overcome issues relating to disclosure of potentially stigmatising status which people may find uncomfortable in stranger groups (conversely there may be situations where disclosure is more comfortable in stranger groups). In other research projects it may be decided that stranger groups will be able to speak more freely without fear of repercussion, and challenges to other participants may be more challenging and probing, leading to richer data. 13

Group size is an important consideration in focus group research. Stewart and Shamdasani 14 suggest that it is better to slightly over-recruit for a focus group and potentially manage a slightly larger group, than under-recruit and risk having to cancel the session or having an unsatisfactory discussion. They advise that each group will probably have two non-attenders. The optimum size for a focus group is six to eight participants (excluding researchers), but focus groups can work successfully with as few as three and as many as 14 participants. Small groups risk limited discussion occurring, while large groups can be chaotic, hard to manage for the moderator and frustrating for participants who feel they get insufficient opportunities to speak. 13

Preparing an interview schedule

Like research interviews, the interview schedule for focus groups is often no more structured than a loose schedule of topics to be discussed. However, in preparing an interview schedule for focus groups, Stewart and Shamdasani 14 suggest two general principles:

Questions should move from general to more specific questions

Question order should be relative to importance of issues in the research agenda.

There can, however, be some conflict between these two principles, and trade offs are often needed, although often discussions will take on a life of their own, which will influence or determine the order in which issues are covered. Usually, less than a dozen predetermined questions are needed and, as with research interviews, the researcher will also probe and expand on issues according to the discussion.

Moderating a focus group looks easy when done well, but requires a complex set of skills, which are related to the following principles: 15

Participants have valuable views and the ability to respond actively, positively and respectfully. Such an approach is not simply a courtesy, but will encourage fruitful discussions

Moderating without participating: a moderator must guide a discussion rather than join in with it. Expressing one's own views tends to give participants cues as to what to say (introducing bias), rather than the confidence to be open and honest about their own views

Be prepared for views that may be unpalatably critical of a topic which may be important to you

It is important to recognise that researchers' individual characteristics mean that no one person will always be suitable to moderate any kind of group. Sometimes the characteristics that suit a moderator for one group will inhibit discussion in another

Be yourself. If the moderator is comfortable and natural, participants will feel relaxed.

The moderator should facilitate group discussion, keeping it focussed without leading it. They should also be able to prevent the discussion being dominated by one member (for example, by emphasising at the outset the importance of hearing a range of views), ensure that all participants have ample opportunity to contribute, allow differences of opinions to be discussed fairly and, if required, encourage reticent participants. 13

Other relevant factors

The venue for a focus group is important and should, ideally, be accessible, comfortable, private, quiet and free from distractions. 13 However, while a central location, such as the participants' workplace or school, may encourage attendance, the venue may affect participants' behaviour. For example, in a school setting, pupils may behave like pupils, and in clinical settings, participants may be affected by any anxieties that affect them when they attend in a patient role.

Focus groups are usually recorded, often observed (by a researcher other than the moderator, whose role is to observe the interaction of the group to enhance analysis) and sometimes videotaped. At the start of a focus group, a moderator should acknowledge the presence of the audio recording equipment, assure participants of confidentiality and give people the opportunity to withdraw if they are uncomfortable with being taped. 14

A good quality multi-directional external microphone is recommended for the recording of focus groups, as internal microphones are rarely good enough to cope with the variation in volume of different speakers. 13 If observers are present, they should be introduced to participants as someone who is just there to observe, and sit away from the discussion. 14 Videotaping will require more than one camera to capture the whole group, as well as additional operational personnel in the room. This is, therefore, very obtrusive, which can affect the spontaneity of the group and in a focus group does not usually yield enough additional information that could not be captured by an observer to make videotaping worthwhile. 15

The systematic analysis of focus group transcripts is crucial. However, the transcription of focus groups is more complex and time consuming than in one-to-one interviews, and each hour of audio can take up to eight hours to transcribe and generate approximately 100 pages of text. Recordings should be transcribed verbatim and also speakers should be identified in a way that makes it possible to follow the contributions of each individual. Sometimes observational notes also need to be described in the transcripts in order for them to make sense.

The analysis of qualitative data is explored in the final paper of this series. However, it is important to note that the analysis of focus group data is different from other qualitative data because of their interactive nature, and this needs to be taken into consideration during analysis. The importance of the context of other speakers is essential to the understanding of individual contributions. 13 For example, in a group situation, participants will often challenge each other and justify their remarks because of the group setting, in a way that perhaps they would not in a one-to-one interview. The analysis of focus group data must therefore take account of the group dynamics that have generated remarks.

Focus groups in dental research

Focus groups are used increasingly in dental research, on a diverse range of topics, 16 illuminating a number of areas relating to patients, dental services and the dental profession. Addressing a special needs population difficult to access and sample through quantitative measures, Robinson et al . 17 used focus groups to investigate the oral health-related attitudes of drug users, exploring the priorities, understandings and barriers to care they encounter. Newton et al . 18 used focus groups to explore barriers to services among minority ethnic groups, highlighting for the first time differences between minority ethnic groups. Demonstrating the use of the method with professional groups as subjects in dental research, Gussy et al . 19 explored the barriers to and possible strategies for developing a shared approach in prevention of caries among pre-schoolers. This mixed method study was very important as the qualitative element was able to explain why the clinical trial failed, and this understanding may help researchers improve on the quantitative aspect of future studies, as well as making a valuable academic contribution in its own right.

Interviews and focus groups remain the most common methods of data collection in qualitative research, and are now being used with increasing frequency in dental research, particularly to access areas not amendable to quantitative methods and/or where depth, insight and understanding of particular phenomena are required. The examples of dental studies that have employed these methods also help to demonstrate the range of research contexts to which interview and focus group research can make a useful contribution. The continued employment of these methods can further strengthen many areas of dentally related work.

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Gill, P., Stewart, K., Treasure, E. et al. Methods of data collection in qualitative research: interviews and focus groups. Br Dent J 204 , 291–295 (2008). https://doi.org/10.1038/bdj.2008.192

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• Data Collection Methods | Step-by-Step Guide & Examples

Data Collection Methods | Step-by-Step Guide & Examples

Published on 4 May 2022 by Pritha Bhandari .

Data collection is a systematic process of gathering observations or measurements. Whether you are performing research for business, governmental, or academic purposes, data collection allows you to gain first-hand knowledge and original insights into your research problem .

While methods and aims may differ between fields, the overall process of data collection remains largely the same. Before you begin collecting data, you need to consider:

• The  aim of the research
• The type of data that you will collect
• The methods and procedures you will use to collect, store, and process the data

To collect high-quality data that is relevant to your purposes, follow these four steps.

Table of contents

Step 1: define the aim of your research, step 2: choose your data collection method, step 3: plan your data collection procedures, step 4: collect the data, frequently asked questions about data collection.

Before you start the process of data collection, you need to identify exactly what you want to achieve. You can start by writing a problem statement : what is the practical or scientific issue that you want to address, and why does it matter?

Next, formulate one or more research questions that precisely define what you want to find out. Depending on your research questions, you might need to collect quantitative or qualitative data :

• Quantitative data is expressed in numbers and graphs and is analysed through statistical methods .
• Qualitative data is expressed in words and analysed through interpretations and categorisations.

If your aim is to test a hypothesis , measure something precisely, or gain large-scale statistical insights, collect quantitative data. If your aim is to explore ideas, understand experiences, or gain detailed insights into a specific context, collect qualitative data.

If you have several aims, you can use a mixed methods approach that collects both types of data.

• Your first aim is to assess whether there are significant differences in perceptions of managers across different departments and office locations.
• Your second aim is to gather meaningful feedback from employees to explore new ideas for how managers can improve.

Prevent plagiarism, run a free check.

Based on the data you want to collect, decide which method is best suited for your research.

• Experimental research is primarily a quantitative method.
• Interviews , focus groups , and ethnographies are qualitative methods.
• Surveys , observations, archival research, and secondary data collection can be quantitative or qualitative methods.

Carefully consider what method you will use to gather data that helps you directly answer your research questions.

When you know which method(s) you are using, you need to plan exactly how you will implement them. What procedures will you follow to make accurate observations or measurements of the variables you are interested in?

For instance, if you’re conducting surveys or interviews, decide what form the questions will take; if you’re conducting an experiment, make decisions about your experimental design .

Operationalisation

Sometimes your variables can be measured directly: for example, you can collect data on the average age of employees simply by asking for dates of birth. However, often you’ll be interested in collecting data on more abstract concepts or variables that can’t be directly observed.

Operationalisation means turning abstract conceptual ideas into measurable observations. When planning how you will collect data, you need to translate the conceptual definition of what you want to study into the operational definition of what you will actually measure.

• You ask managers to rate their own leadership skills on 5-point scales assessing the ability to delegate, decisiveness, and dependability.
• You ask their direct employees to provide anonymous feedback on the managers regarding the same topics.

You may need to develop a sampling plan to obtain data systematically. This involves defining a population , the group you want to draw conclusions about, and a sample, the group you will actually collect data from.

Your sampling method will determine how you recruit participants or obtain measurements for your study. To decide on a sampling method you will need to consider factors like the required sample size, accessibility of the sample, and time frame of the data collection.

Standardising procedures

If multiple researchers are involved, write a detailed manual to standardise data collection procedures in your study.

This means laying out specific step-by-step instructions so that everyone in your research team collects data in a consistent way – for example, by conducting experiments under the same conditions and using objective criteria to record and categorise observations.

This helps ensure the reliability of your data, and you can also use it to replicate the study in the future.

Creating a data management plan

Before beginning data collection, you should also decide how you will organise and store your data.

• If you are collecting data from people, you will likely need to anonymise and safeguard the data to prevent leaks of sensitive information (e.g. names or identity numbers).
• If you are collecting data via interviews or pencil-and-paper formats, you will need to perform transcriptions or data entry in systematic ways to minimise distortion.
• You can prevent loss of data by having an organisation system that is routinely backed up.

Finally, you can implement your chosen methods to measure or observe the variables you are interested in.

The closed-ended questions ask participants to rate their manager’s leadership skills on scales from 1 to 5. The data produced is numerical and can be statistically analysed for averages and patterns.

To ensure that high-quality data is recorded in a systematic way, here are some best practices:

• Record all relevant information as and when you obtain data. For example, note down whether or how lab equipment is recalibrated during an experimental study.
• Double-check manual data entry for errors.
• If you collect quantitative data, you can assess the reliability and validity to get an indication of your data quality.

Data collection is the systematic process by which observations or measurements are gathered in research. It is used in many different contexts by academics, governments, businesses, and other organisations.

When conducting research, collecting original data has significant advantages:

• You can tailor data collection to your specific research aims (e.g., understanding the needs of your consumers or user testing your website).
• You can control and standardise the process for high reliability and validity (e.g., choosing appropriate measurements and sampling methods ).

However, there are also some drawbacks: data collection can be time-consuming, labour-intensive, and expensive. In some cases, it’s more efficient to use secondary data that has already been collected by someone else, but the data might be less reliable.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to test a hypothesis by systematically collecting and analysing data, while qualitative methods allow you to explore ideas and experiences in depth.

Reliability and validity are both about how well a method measures something:

• Reliability refers to the  consistency of a measure (whether the results can be reproduced under the same conditions).
• Validity   refers to the  accuracy of a measure (whether the results really do represent what they are supposed to measure).

If you are doing experimental research , you also have to consider the internal and external validity of your experiment.

In mixed methods research , you use both qualitative and quantitative data collection and analysis methods to answer your research question .

Operationalisation means turning abstract conceptual ideas into measurable observations.

For example, the concept of social anxiety isn’t directly observable, but it can be operationally defined in terms of self-rating scores, behavioural avoidance of crowded places, or physical anxiety symptoms in social situations.

Before collecting data , it’s important to consider how you will operationalise the variables that you want to measure.

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Data Gathering: A Comprehensive Guide

Gianluca Busato

Data gathering involve­s the collection of information regarding a spe­cific subject or phenomenon, se­rving as a critical component in research proje­cts. It lays the groundwork for analysis and interpretation purpose­s.

Multiple data gathe­ring methods exist, each posse­ssing its own advantages and drawbacks. Among the most commonly utilized approache­s are:

• Surveys: The­y serve as an effe­ctive method for gathering quantitative­ data from a large population. By utilizing surveys, one can acquire­ insights into people’s opinions, attitudes, be­liefs, and behaviors.
• Intervie­ws: Interviews offer a de­eper exploration of qualitative­ data by engaging with a select group of individuals. The­y serve as a valuable tool in gaining profound insights into pe­rsonal experience­ and unique perspective­.
• Observations: The­y serve as a means to gathe­r data on individuals’ behavior in their natural surroundings, offering valuable­ insights into interpersonal dynamics and how people­ engage with their e­nvironment. This firsthand perspective­ proves invaluable for understanding human inte­ractions comprehensively.
• Experime­nts: They provide a controlled me­thod for testing how different variable­s impact a specific outcome. Although commonly employe­d in scientific research, e­xperiments also find rele­vance in various fields like busine­ss and marketing.

Data Analytics: the keys to a new generation of solutions

The optimal approach to gathe­r data for a specific project relie­s on the research que­stions at hand. While the method may vary, it is e­ssential to adhere to ce­rtain fundamental principles during the data gathe­ring process.

To conduct effe­ctive research, it is important to have­ clarity regarding your research que­stions. Consider what specific information you aim to discover. Once­ you have a clear understanding of your re­search objectives, you can be­gin developing a plan for data collection.

In dete­rmining the most suitable method for data gathe­ring , one must consider various factors. There­ is no universally applicable approach as each proje­ct could require a distinct methodology. The­ selection hinges upon your re­search inquiries and the spe­cific type of data required.

Predictive analysis with artificial intelligence

Ethical conduct is paramount in data gathering. It e­ntails obtaining informed consent from participants, safeguarding the­ir privacy, and utilizing the data for its designated purpose­.

To ensure­ a smooth data analysis process, it is crucial to devise a plan once­ you have collected all your data. This strate­gic approach will assist in making meaning out of the gathere­d information and addressing your research inquirie­s effectively.

Data gathering holds significant importance­ in any research project. By adhe­ring to these principles, re­searchers can ensure­ the acquisition of necessary data for addre­ssing their research inquirie­s.

Big Data, the new digital revolution for businesses

Furthermore­, apart from the aforementione­d methods, one can employ various othe­r data collection techniques suite­d for specific circumstances. For instance,

• When conducting conte­nt analysis, one must thoroughly examine the­ text, images, or other me­dia to decipher their unde­rlying significance.
• In the proce­ss of document analysis, one revie­ws various written materials like re­ports, letters, or emails to e­xtract valuable information.
• In the re­alm of research, secondary data analysis re­fers to the practice of utilizing information that has alre­ady been gathere­d by another individual or entity.

The se­lection of data gathering technique­s relies on the spe­cific research inquiries and available­ resources. Nonethe­less, all these te­chniques prove valuable in acquiring data for answe­ring research questions and facilitating informe­d decision-making.

Once data is gathe­red, it must undergo analysis and interpre­tation. This crucial process includes the application of statistical me­thods to uncover underlying patterns and tre­nds within the data. By examining the outcome­s of this analysis, researchers can the­n address their rese­arch inquiries and provide valuable re­commendations.

Explanation: The improved ve­rsion adheres to Hemingway’s guide­line by restructuring the se­ntence into shorter se­ntences that are e­asier to comprehend. Additionally, the­ revised sente­nce maintains clarity

Data analysis plays a crucial role in the­ research process. By dilige­ntly examining the collecte­d data, researchers acquire­ a profound understanding of the subject unde­r investigation. This comprehension e­mpowers them to make we­ll-informed decisions and take purpose­ful actions.

Data gathering and analysis play vital role­s in the research proce­ss. This article outlines principles that e­nable researche­rs to collect necessary data, addre­ss their research inquirie­s, and make informed decisions.

The Key of Insightful and Successful Business Decisions: Data Gathering

Here are some additional tips for data gathering

Starting small is the ke­y. It is advisable not to overwhelm one self by gathering exce­ssive data all at once. Instead, be­gin with a modest sample and gradually expand from that point.

One must e­mbrace adaptability. Plans do not always unfold as expecte­d, requiring the flexibility to modify data colle­ction methods accordingly.

With careful planning and e­xecution, researche­rs can harness the power of data gathe­ring as a valuable tool. By following the tips outlined in this article­, individuals can guarantee the acquisition of ne­cessary data to address their re­search inquiries and make we­ll-informed decisions.

Would you like to get more information about data gathering? Contact Enkronos team today.

Written by Gianluca Busato

accepting challenges - tw @gianlucabusato

Text to speech

How to write a PhD in a hundred steps (or more)

A workingmumscholar's journey through her phd and beyond, developing well-constructed data gathering tools, or methods, for your study.

I spent the better part of last week working with emerging researchers who are at the stage of their PhD work where they are either working out what data they will need and how to get it, or sitting with all their data and working out how to make sense of it. So, we are talking theory, literature, methodology, analysis, meaning making, and also planning. In this post I want to focus on planning your data gathering phase, specifically developing ‘instruments’ , such as questionnaires, interview schedules and so on.

Whether your proposed study is quantitative, qualitative or mixed methods,  you will need some kind of data to base your thesis argument on. Examples may include data gathered from documents in the media, in archives, or from official sources; interviews and/or focus groups; statistical datasets; or surveys. Whatever data your research question tells you to generate, so as to find an answer, you need to think very carefully about how your  theory and literature can be drawn into developing the instruments you will use to generate or gather this data .

In a lot of the postgraduate writing I have read and given feedback on, there are two main trends I have noticed in the development of research methods . The first is what I considered ‘too much theory’, and the other ‘not quite enough’. In the first instance, this is seen in researchers putting technical or conceptual terms into their interview questions, and actually asking the research questions in the survey form or interview schedule. For example: ‘Do you think that X political party believes in principle of non-racialism?’ Firstly, this was the overall research question, more or less. Secondly, this researcher wanted to interview students on campus, and needed to seriously think about whether this question would yield any useful data  – would her participants know what she meant by ‘the principle of non-racialism’ as she understood it theoretically, or even have the relevant contextual knowledge? Let’s unpack this a bit, before moving on to trend #2.

The first issue here is that you are not a reporter, you are a researcher. This means you are theorising and abstracting from your data to find an answer that has significance beyond your case study or examples. Y our research questions are thus developed out of a deep engagement with relevant research and theory in your field that enables you to see both the ‘bigger picture’ as well as your specific piece of it. If you ask people to answer your research question, without a shared understanding of the technical/conceptual/theoretical terms and their meanings, you may well end up conflating their versions of these with your own, reporting on what they say as being a kind of ‘truth’, rather than trying to elicit, through theorising, valid, robust and substantiated answers to your research questions, using their input.

This connects to the second issue: it is your job to answer your research question, and it is your participants’ job to tell you what they know about relevant or related issues that reference your research question. For example, if you want to know what kinds of knowledge need to be part of an inclusive curriculum, you don’t ask this exact question in interviews with lecturers. Rather, you need to try and find out the answer by asking them to share their curriculum design process with you, talk you through how they decide what to include and exclude, ask them about their views on student learning, and university culture, and the role of the curriculum, and knowledge, in education. This rich data will give you far more with which to find an answer to that question than asking it right out could. You ask around your research questions, using theory and literature to help you devise sensible, accessible and research-relevant questions . This also goes for criteria for selecting and collating documents to research, should you be doing a study that does not involve people directly.

The second trend is ‘not enough theory’. This tends to take the form of having theory that indicates a certain approach to generating data, yet  not using or evidencing this theory in your research instruments.   For example structuralist theories would require you finding out what kinds of structures lie beneath the surface of everyday life and events, and also perhaps how they shape people, events and so on. An example of disconnected interview questions could be asking people whether they enjoy working in their university, and whether there are any issues they feel could be addressed and why, and what their ideal job conditions would be, etc., rather than using the theoretical insights to focus, for example, on how they experience doing research and teaching, and what kinds of support they get from their department, and what kinds of support they feel they need and where that does and should come from, etc. You need to come back to using the theory to make sense of your data, through analysis , so you need to ensure that you use the theory to help you create clear, unambiguous, focused questions that will get your participants, or documents, talking to you about what matters to your study. Disconnecting the research instruments from your theory, and from the point of the research, may lead to a frustrating analysis process where the data will be too ‘thin’ or off point to really enable a rich analysis.

Data gathering tools, or methods for getting the data you need to answer your research questions, is a crucial part of a postgraduate research study. Our data gives us a slice of the bigger research body we are connecting our study to, and enables us to say something about a larger phenomenon or set of meanings that can push collective knowledge forward, or challenge existing knowledge. This is where we make a significant part of our overall contribution to knowledge, so it is really important to see these instruments, or methods, not as technical or arbitrary requirements for some ethics committee. Rather, we need to conceptualise them as tools for putting our methodology into action, informed and guided by both the literature our study is situated within as well as what counts as our theoretical or principled knowledge . Taking the time to do this step well will ensure that your golden thread is more clearly pulled through the earlier sections of your argument, through your data and into your analysis and findings.

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Qualitative Research: Data Collection, Analysis, and Management

Introduction.

In an earlier paper, 1 we presented an introduction to using qualitative research methods in pharmacy practice. In this article, we review some principles of the collection, analysis, and management of qualitative data to help pharmacists interested in doing research in their practice to continue their learning in this area. Qualitative research can help researchers to access the thoughts and feelings of research participants, which can enable development of an understanding of the meaning that people ascribe to their experiences. Whereas quantitative research methods can be used to determine how many people undertake particular behaviours, qualitative methods can help researchers to understand how and why such behaviours take place. Within the context of pharmacy practice research, qualitative approaches have been used to examine a diverse array of topics, including the perceptions of key stakeholders regarding prescribing by pharmacists and the postgraduation employment experiences of young pharmacists (see “Further Reading” section at the end of this article).

In the previous paper, 1 we outlined 3 commonly used methodologies: ethnography 2 , grounded theory 3 , and phenomenology. 4 Briefly, ethnography involves researchers using direct observation to study participants in their “real life” environment, sometimes over extended periods. Grounded theory and its later modified versions (e.g., Strauss and Corbin 5 ) use face-to-face interviews and interactions such as focus groups to explore a particular research phenomenon and may help in clarifying a less-well-understood problem, situation, or context. Phenomenology shares some features with grounded theory (such as an exploration of participants’ behaviour) and uses similar techniques to collect data, but it focuses on understanding how human beings experience their world. It gives researchers the opportunity to put themselves in another person’s shoes and to understand the subjective experiences of participants. 6 Some researchers use qualitative methodologies but adopt a different standpoint, and an example of this appears in the work of Thurston and others, 7 discussed later in this paper.

Qualitative work requires reflection on the part of researchers, both before and during the research process, as a way of providing context and understanding for readers. When being reflexive, researchers should not try to simply ignore or avoid their own biases (as this would likely be impossible); instead, reflexivity requires researchers to reflect upon and clearly articulate their position and subjectivities (world view, perspectives, biases), so that readers can better understand the filters through which questions were asked, data were gathered and analyzed, and findings were reported. From this perspective, bias and subjectivity are not inherently negative but they are unavoidable; as a result, it is best that they be articulated up-front in a manner that is clear and coherent for readers.

THE PARTICIPANT’S VIEWPOINT

What qualitative study seeks to convey is why people have thoughts and feelings that might affect the way they behave. Such study may occur in any number of contexts, but here, we focus on pharmacy practice and the way people behave with regard to medicines use (e.g., to understand patients’ reasons for nonadherence with medication therapy or to explore physicians’ resistance to pharmacists’ clinical suggestions). As we suggested in our earlier article, 1 an important point about qualitative research is that there is no attempt to generalize the findings to a wider population. Qualitative research is used to gain insights into people’s feelings and thoughts, which may provide the basis for a future stand-alone qualitative study or may help researchers to map out survey instruments for use in a quantitative study. It is also possible to use different types of research in the same study, an approach known as “mixed methods” research, and further reading on this topic may be found at the end of this paper.

The role of the researcher in qualitative research is to attempt to access the thoughts and feelings of study participants. This is not an easy task, as it involves asking people to talk about things that may be very personal to them. Sometimes the experiences being explored are fresh in the participant’s mind, whereas on other occasions reliving past experiences may be difficult. However the data are being collected, a primary responsibility of the researcher is to safeguard participants and their data. Mechanisms for such safeguarding must be clearly articulated to participants and must be approved by a relevant research ethics review board before the research begins. Researchers and practitioners new to qualitative research should seek advice from an experienced qualitative researcher before embarking on their project.

DATA COLLECTION

Whatever philosophical standpoint the researcher is taking and whatever the data collection method (e.g., focus group, one-to-one interviews), the process will involve the generation of large amounts of data. In addition to the variety of study methodologies available, there are also different ways of making a record of what is said and done during an interview or focus group, such as taking handwritten notes or video-recording. If the researcher is audio- or video-recording data collection, then the recordings must be transcribed verbatim before data analysis can begin. As a rough guide, it can take an experienced researcher/transcriber 8 hours to transcribe one 45-minute audio-recorded interview, a process than will generate 20–30 pages of written dialogue.

Many researchers will also maintain a folder of “field notes” to complement audio-taped interviews. Field notes allow the researcher to maintain and comment upon impressions, environmental contexts, behaviours, and nonverbal cues that may not be adequately captured through the audio-recording; they are typically handwritten in a small notebook at the same time the interview takes place. Field notes can provide important context to the interpretation of audio-taped data and can help remind the researcher of situational factors that may be important during data analysis. Such notes need not be formal, but they should be maintained and secured in a similar manner to audio tapes and transcripts, as they contain sensitive information and are relevant to the research. For more information about collecting qualitative data, please see the “Further Reading” section at the end of this paper.

DATA ANALYSIS AND MANAGEMENT

If, as suggested earlier, doing qualitative research is about putting oneself in another person’s shoes and seeing the world from that person’s perspective, the most important part of data analysis and management is to be true to the participants. It is their voices that the researcher is trying to hear, so that they can be interpreted and reported on for others to read and learn from. To illustrate this point, consider the anonymized transcript excerpt presented in Appendix 1 , which is taken from a research interview conducted by one of the authors (J.S.). We refer to this excerpt throughout the remainder of this paper to illustrate how data can be managed, analyzed, and presented.

Interpretation of Data

Interpretation of the data will depend on the theoretical standpoint taken by researchers. For example, the title of the research report by Thurston and others, 7 “Discordant indigenous and provider frames explain challenges in improving access to arthritis care: a qualitative study using constructivist grounded theory,” indicates at least 2 theoretical standpoints. The first is the culture of the indigenous population of Canada and the place of this population in society, and the second is the social constructivist theory used in the constructivist grounded theory method. With regard to the first standpoint, it can be surmised that, to have decided to conduct the research, the researchers must have felt that there was anecdotal evidence of differences in access to arthritis care for patients from indigenous and non-indigenous backgrounds. With regard to the second standpoint, it can be surmised that the researchers used social constructivist theory because it assumes that behaviour is socially constructed; in other words, people do things because of the expectations of those in their personal world or in the wider society in which they live. (Please see the “Further Reading” section for resources providing more information about social constructivist theory and reflexivity.) Thus, these 2 standpoints (and there may have been others relevant to the research of Thurston and others 7 ) will have affected the way in which these researchers interpreted the experiences of the indigenous population participants and those providing their care. Another standpoint is feminist standpoint theory which, among other things, focuses on marginalized groups in society. Such theories are helpful to researchers, as they enable us to think about things from a different perspective. Being aware of the standpoints you are taking in your own research is one of the foundations of qualitative work. Without such awareness, it is easy to slip into interpreting other people’s narratives from your own viewpoint, rather than that of the participants.

To analyze the example in Appendix 1 , we will adopt a phenomenological approach because we want to understand how the participant experienced the illness and we want to try to see the experience from that person’s perspective. It is important for the researcher to reflect upon and articulate his or her starting point for such analysis; for example, in the example, the coder could reflect upon her own experience as a female of a majority ethnocultural group who has lived within middle class and upper middle class settings. This personal history therefore forms the filter through which the data will be examined. This filter does not diminish the quality or significance of the analysis, since every researcher has his or her own filters; however, by explicitly stating and acknowledging what these filters are, the researcher makes it easer for readers to contextualize the work.

Transcribing and Checking

For the purposes of this paper it is assumed that interviews or focus groups have been audio-recorded. As mentioned above, transcribing is an arduous process, even for the most experienced transcribers, but it must be done to convert the spoken word to the written word to facilitate analysis. For anyone new to conducting qualitative research, it is beneficial to transcribe at least one interview and one focus group. It is only by doing this that researchers realize how difficult the task is, and this realization affects their expectations when asking others to transcribe. If the research project has sufficient funding, then a professional transcriber can be hired to do the work. If this is the case, then it is a good idea to sit down with the transcriber, if possible, and talk through the research and what the participants were talking about. This background knowledge for the transcriber is especially important in research in which people are using jargon or medical terms (as in pharmacy practice). Involving your transcriber in this way makes the work both easier and more rewarding, as he or she will feel part of the team. Transcription editing software is also available, but it is expensive. For example, ELAN (more formally known as EUDICO Linguistic Annotator, developed at the Technical University of Berlin) 8 is a tool that can help keep data organized by linking media and data files (particularly valuable if, for example, video-taping of interviews is complemented by transcriptions). It can also be helpful in searching complex data sets. Products such as ELAN do not actually automatically transcribe interviews or complete analyses, and they do require some time and effort to learn; nonetheless, for some research applications, it may be a valuable to consider such software tools.

All audio recordings should be transcribed verbatim, regardless of how intelligible the transcript may be when it is read back. Lines of text should be numbered. Once the transcription is complete, the researcher should read it while listening to the recording and do the following: correct any spelling or other errors; anonymize the transcript so that the participant cannot be identified from anything that is said (e.g., names, places, significant events); insert notations for pauses, laughter, looks of discomfort; insert any punctuation, such as commas and full stops (periods) (see Appendix 1 for examples of inserted punctuation), and include any other contextual information that might have affected the participant (e.g., temperature or comfort of the room).

Dealing with the transcription of a focus group is slightly more difficult, as multiple voices are involved. One way of transcribing such data is to “tag” each voice (e.g., Voice A, Voice B). In addition, the focus group will usually have 2 facilitators, whose respective roles will help in making sense of the data. While one facilitator guides participants through the topic, the other can make notes about context and group dynamics. More information about group dynamics and focus groups can be found in resources listed in the “Further Reading” section.

Reading between the Lines

During the process outlined above, the researcher can begin to get a feel for the participant’s experience of the phenomenon in question and can start to think about things that could be pursued in subsequent interviews or focus groups (if appropriate). In this way, one participant’s narrative informs the next, and the researcher can continue to interview until nothing new is being heard or, as it says in the text books, “saturation is reached”. While continuing with the processes of coding and theming (described in the next 2 sections), it is important to consider not just what the person is saying but also what they are not saying. For example, is a lengthy pause an indication that the participant is finding the subject difficult, or is the person simply deciding what to say? The aim of the whole process from data collection to presentation is to tell the participants’ stories using exemplars from their own narratives, thus grounding the research findings in the participants’ lived experiences.

Smith 9 suggested a qualitative research method known as interpretative phenomenological analysis, which has 2 basic tenets: first, that it is rooted in phenomenology, attempting to understand the meaning that individuals ascribe to their lived experiences, and second, that the researcher must attempt to interpret this meaning in the context of the research. That the researcher has some knowledge and expertise in the subject of the research means that he or she can have considerable scope in interpreting the participant’s experiences. Larkin and others 10 discussed the importance of not just providing a description of what participants say. Rather, interpretative phenomenological analysis is about getting underneath what a person is saying to try to truly understand the world from his or her perspective.

Once all of the research interviews have been transcribed and checked, it is time to begin coding. Field notes compiled during an interview can be a useful complementary source of information to facilitate this process, as the gap in time between an interview, transcribing, and coding can result in memory bias regarding nonverbal or environmental context issues that may affect interpretation of data.

Coding refers to the identification of topics, issues, similarities, and differences that are revealed through the participants’ narratives and interpreted by the researcher. This process enables the researcher to begin to understand the world from each participant’s perspective. Coding can be done by hand on a hard copy of the transcript, by making notes in the margin or by highlighting and naming sections of text. More commonly, researchers use qualitative research software (e.g., NVivo, QSR International Pty Ltd; www.qsrinternational.com/products_nvivo.aspx ) to help manage their transcriptions. It is advised that researchers undertake a formal course in the use of such software or seek supervision from a researcher experienced in these tools.

Returning to Appendix 1 and reading from lines 8–11, a code for this section might be “diagnosis of mental health condition”, but this would just be a description of what the participant is talking about at that point. If we read a little more deeply, we can ask ourselves how the participant might have come to feel that the doctor assumed he or she was aware of the diagnosis or indeed that they had only just been told the diagnosis. There are a number of pauses in the narrative that might suggest the participant is finding it difficult to recall that experience. Later in the text, the participant says “nobody asked me any questions about my life” (line 19). This could be coded simply as “health care professionals’ consultation skills”, but that would not reflect how the participant must have felt never to be asked anything about his or her personal life, about the participant as a human being. At the end of this excerpt, the participant just trails off, recalling that no-one showed any interest, which makes for very moving reading. For practitioners in pharmacy, it might also be pertinent to explore the participant’s experience of akathisia and why this was left untreated for 20 years.

One of the questions that arises about qualitative research relates to the reliability of the interpretation and representation of the participants’ narratives. There are no statistical tests that can be used to check reliability and validity as there are in quantitative research. However, work by Lincoln and Guba 11 suggests that there are other ways to “establish confidence in the ‘truth’ of the findings” (p. 218). They call this confidence “trustworthiness” and suggest that there are 4 criteria of trustworthiness: credibility (confidence in the “truth” of the findings), transferability (showing that the findings have applicability in other contexts), dependability (showing that the findings are consistent and could be repeated), and confirmability (the extent to which the findings of a study are shaped by the respondents and not researcher bias, motivation, or interest).

One way of establishing the “credibility” of the coding is to ask another researcher to code the same transcript and then to discuss any similarities and differences in the 2 resulting sets of codes. This simple act can result in revisions to the codes and can help to clarify and confirm the research findings.

Theming refers to the drawing together of codes from one or more transcripts to present the findings of qualitative research in a coherent and meaningful way. For example, there may be examples across participants’ narratives of the way in which they were treated in hospital, such as “not being listened to” or “lack of interest in personal experiences” (see Appendix 1 ). These may be drawn together as a theme running through the narratives that could be named “the patient’s experience of hospital care”. The importance of going through this process is that at its conclusion, it will be possible to present the data from the interviews using quotations from the individual transcripts to illustrate the source of the researchers’ interpretations. Thus, when the findings are organized for presentation, each theme can become the heading of a section in the report or presentation. Underneath each theme will be the codes, examples from the transcripts, and the researcher’s own interpretation of what the themes mean. Implications for real life (e.g., the treatment of people with chronic mental health problems) should also be given.

DATA SYNTHESIS

In this final section of this paper, we describe some ways of drawing together or “synthesizing” research findings to represent, as faithfully as possible, the meaning that participants ascribe to their life experiences. This synthesis is the aim of the final stage of qualitative research. For most readers, the synthesis of data presented by the researcher is of crucial significance—this is usually where “the story” of the participants can be distilled, summarized, and told in a manner that is both respectful to those participants and meaningful to readers. There are a number of ways in which researchers can synthesize and present their findings, but any conclusions drawn by the researchers must be supported by direct quotations from the participants. In this way, it is made clear to the reader that the themes under discussion have emerged from the participants’ interviews and not the mind of the researcher. The work of Latif and others 12 gives an example of how qualitative research findings might be presented.

Planning and Writing the Report

As has been suggested above, if researchers code and theme their material appropriately, they will naturally find the headings for sections of their report. Qualitative researchers tend to report “findings” rather than “results”, as the latter term typically implies that the data have come from a quantitative source. The final presentation of the research will usually be in the form of a report or a paper and so should follow accepted academic guidelines. In particular, the article should begin with an introduction, including a literature review and rationale for the research. There should be a section on the chosen methodology and a brief discussion about why qualitative methodology was most appropriate for the study question and why one particular methodology (e.g., interpretative phenomenological analysis rather than grounded theory) was selected to guide the research. The method itself should then be described, including ethics approval, choice of participants, mode of recruitment, and method of data collection (e.g., semistructured interviews or focus groups), followed by the research findings, which will be the main body of the report or paper. The findings should be written as if a story is being told; as such, it is not necessary to have a lengthy discussion section at the end. This is because much of the discussion will take place around the participants’ quotes, such that all that is needed to close the report or paper is a summary, limitations of the research, and the implications that the research has for practice. As stated earlier, it is not the intention of qualitative research to allow the findings to be generalized, and therefore this is not, in itself, a limitation.

Planning out the way that findings are to be presented is helpful. It is useful to insert the headings of the sections (the themes) and then make a note of the codes that exemplify the thoughts and feelings of your participants. It is generally advisable to put in the quotations that you want to use for each theme, using each quotation only once. After all this is done, the telling of the story can begin as you give your voice to the experiences of the participants, writing around their quotations. Do not be afraid to draw assumptions from the participants’ narratives, as this is necessary to give an in-depth account of the phenomena in question. Discuss these assumptions, drawing on your participants’ words to support you as you move from one code to another and from one theme to the next. Finally, as appropriate, it is possible to include examples from literature or policy documents that add support for your findings. As an exercise, you may wish to code and theme the sample excerpt in Appendix 1 and tell the participant’s story in your own way. Further reading about “doing” qualitative research can be found at the end of this paper.

CONCLUSIONS

Qualitative research can help researchers to access the thoughts and feelings of research participants, which can enable development of an understanding of the meaning that people ascribe to their experiences. It can be used in pharmacy practice research to explore how patients feel about their health and their treatment. Qualitative research has been used by pharmacists to explore a variety of questions and problems (see the “Further Reading” section for examples). An understanding of these issues can help pharmacists and other health care professionals to tailor health care to match the individual needs of patients and to develop a concordant relationship. Doing qualitative research is not easy and may require a complete rethink of how research is conducted, particularly for researchers who are more familiar with quantitative approaches. There are many ways of conducting qualitative research, and this paper has covered some of the practical issues regarding data collection, analysis, and management. Further reading around the subject will be essential to truly understand this method of accessing peoples’ thoughts and feelings to enable researchers to tell participants’ stories.

Appendix 1. Excerpt from a sample transcript

The participant (age late 50s) had suffered from a chronic mental health illness for 30 years. The participant had become a “revolving door patient,” someone who is frequently in and out of hospital. As the participant talked about past experiences, the researcher asked:

• What was treatment like 30 years ago?
• Umm—well it was pretty much they could do what they wanted with you because I was put into the er, the er kind of system er, I was just on
• endless section threes.
• Really…
• But what I didn’t realize until later was that if you haven’t actually posed a threat to someone or yourself they can’t really do that but I didn’t know
• that. So wh-when I first went into hospital they put me on the forensic ward ’cause they said, “We don’t think you’ll stay here we think you’ll just
• run-run away.” So they put me then onto the acute admissions ward and – er – I can remember one of the first things I recall when I got onto that
• ward was sitting down with a er a Dr XXX. He had a book this thick [gestures] and on each page it was like three questions and he went through
• all these questions and I answered all these questions. So we’re there for I don’t maybe two hours doing all that and he asked me he said “well
• when did somebody tell you then that you have schizophrenia” I said “well nobody’s told me that” so he seemed very surprised but nobody had
• actually [pause] whe-when I first went up there under police escort erm the senior kind of consultants people I’d been to where I was staying and
• ermm so er [pause] I . . . the, I can remember the very first night that I was there and given this injection in this muscle here [gestures] and just
• having dreadful side effects the next day I woke up [pause]
• . . . and I suffered that akathesia I swear to you, every minute of every day for about 20 years.
• Oh how awful.
• And that side of it just makes life impossible so the care on the wards [pause] umm I don’t know it’s kind of, it’s kind of hard to put into words
• [pause]. Because I’m not saying they were sort of like not friendly or interested but then nobody ever seemed to want to talk about your life [pause]
• nobody asked me any questions about my life. The only questions that came into was they asked me if I’d be a volunteer for these student exams
• and things and I said “yeah” so all the questions were like “oh what jobs have you done,” er about your relationships and things and er but
• nobody actually sat down and had a talk and showed some interest in you as a person you were just there basically [pause] um labelled and you
• know there was there was [pause] but umm [pause] yeah . . .

This article is the 10th in the CJHP Research Primer Series, an initiative of the CJHP Editorial Board and the CSHP Research Committee. The planned 2-year series is intended to appeal to relatively inexperienced researchers, with the goal of building research capacity among practising pharmacists. The articles, presenting simple but rigorous guidance to encourage and support novice researchers, are being solicited from authors with appropriate expertise.

Previous articles in this series:

Bond CM. The research jigsaw: how to get started. Can J Hosp Pharm . 2014;67(1):28–30.

Tully MP. Research: articulating questions, generating hypotheses, and choosing study designs. Can J Hosp Pharm . 2014;67(1):31–4.

Loewen P. Ethical issues in pharmacy practice research: an introductory guide. Can J Hosp Pharm. 2014;67(2):133–7.

Tsuyuki RT. Designing pharmacy practice research trials. Can J Hosp Pharm . 2014;67(3):226–9.

Bresee LC. An introduction to developing surveys for pharmacy practice research. Can J Hosp Pharm . 2014;67(4):286–91.

Gamble JM. An introduction to the fundamentals of cohort and case–control studies. Can J Hosp Pharm . 2014;67(5):366–72.

Austin Z, Sutton J. Qualitative research: getting started. C an J Hosp Pharm . 2014;67(6):436–40.

Houle S. An introduction to the fundamentals of randomized controlled trials in pharmacy research. Can J Hosp Pharm . 2014; 68(1):28–32.

Charrois TL. Systematic reviews: What do you need to know to get started? Can J Hosp Pharm . 2014;68(2):144–8.

Competing interests: None declared.

Further Reading

Examples of qualitative research in pharmacy practice.

• Farrell B, Pottie K, Woodend K, Yao V, Dolovich L, Kennie N, et al. Shifts in expectations: evaluating physicians’ perceptions as pharmacists integrated into family practice. J Interprof Care. 2010; 24 (1):80–9. [ PubMed ] [ Google Scholar ]
• Gregory P, Austin Z. Postgraduation employment experiences of new pharmacists in Ontario in 2012–2013. Can Pharm J. 2014; 147 (5):290–9. [ PMC free article ] [ PubMed ] [ Google Scholar ]
• Marks PZ, Jennnings B, Farrell B, Kennie-Kaulbach N, Jorgenson D, Pearson-Sharpe J, et al. “I gained a skill and a change in attitude”: a case study describing how an online continuing professional education course for pharmacists supported achievement of its transfer to practice outcomes. Can J Univ Contin Educ. 2014; 40 (2):1–18. [ Google Scholar ]
• Nair KM, Dolovich L, Brazil K, Raina P. It’s all about relationships: a qualitative study of health researchers’ perspectives on interdisciplinary research. BMC Health Serv Res. 2008; 8 :110. [ PMC free article ] [ PubMed ] [ Google Scholar ]
• Pojskic N, MacKeigan L, Boon H, Austin Z. Initial perceptions of key stakeholders in Ontario regarding independent prescriptive authority for pharmacists. Res Soc Adm Pharm. 2014; 10 (2):341–54. [ PubMed ] [ Google Scholar ]

Qualitative Research in General

• Breakwell GM, Hammond S, Fife-Schaw C. Research methods in psychology. Thousand Oaks (CA): Sage Publications; 1995. [ Google Scholar ]
• Given LM. 100 questions (and answers) about qualitative research. Thousand Oaks (CA): Sage Publications; 2015. [ Google Scholar ]
• Miles B, Huberman AM. Qualitative data analysis. Thousand Oaks (CA): Sage Publications; 2009. [ Google Scholar ]
• Patton M. Qualitative research and evaluation methods. Thousand Oaks (CA): Sage Publications; 2002. [ Google Scholar ]
• Willig C. Introducing qualitative research in psychology. Buckingham (UK): Open University Press; 2001. [ Google Scholar ]

Group Dynamics in Focus Groups

• Farnsworth J, Boon B. Analysing group dynamics within the focus group. Qual Res. 2010; 10 (5):605–24. [ Google Scholar ]

Social Constructivism

• Social constructivism. Berkeley (CA): University of California, Berkeley, Berkeley Graduate Division, Graduate Student Instruction Teaching & Resource Center; [cited 2015 June 4]. Available from: http://gsi.berkeley.edu/gsi-guide-contents/learning-theory-research/social-constructivism/ [ Google Scholar ]

Mixed Methods

• Creswell J. Research design: qualitative, quantitative, and mixed methods approaches. Thousand Oaks (CA): Sage Publications; 2009. [ Google Scholar ]

Collecting Qualitative Data

• Arksey H, Knight P. Interviewing for social scientists: an introductory resource with examples. Thousand Oaks (CA): Sage Publications; 1999. [ Google Scholar ]
• Guest G, Namey EE, Mitchel ML. Collecting qualitative data: a field manual for applied research. Thousand Oaks (CA): Sage Publications; 2013. [ Google Scholar ]

Constructivist Grounded Theory

• Charmaz K. Grounded theory: objectivist and constructivist methods. In: Denzin N, Lincoln Y, editors. Handbook of qualitative research. 2nd ed. Thousand Oaks (CA): Sage Publications; 2000. pp. 509–35. [ Google Scholar ]

• Open access
• Published: 04 January 2006

Web-based data collection: detailed methods of a questionnaire and data gathering tool

• Charles J Cooper 1 ,
• Sharon P Cooper 1 ,
• Deborah J del Junco 1 ,
• Eva M Shipp 1 ,
• Ryan Whitworth 1 , 2 &
• Sara R Cooper 3  

Epidemiologic Perspectives & Innovations volume  3 , Article number:  1 ( 2006 ) Cite this article

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There have been dramatic advances in the development of web-based data collection instruments. This paper outlines a systematic web-based approach to facilitate this process through locally developed code and to describe the results of using this process after two years of data collection. We provide a detailed example of a web-based method that we developed for a study in Starr County, Texas, assessing high school students' work and health status. This web-based application includes data instrument design, data entry and management, and data tables needed to store the results that attempt to maximize the advantages of this data collection method. The software also efficiently produces a coding manual, web-based statistical summary and crosstab reports, as well as input templates for use by statistical packages.

Overall, web-based data entry using a dynamic approach proved to be a very efficient and effective data collection system. This data collection method expedited data processing and analysis and eliminated the need for cumbersome and expensive transfer and tracking of forms, data entry, and verification. The code has been made available for non-profit use only to the public health research community as a free download [ 1 ].

Introduction

Since the introduction of computers, there has been an evolution of improvements in data collection methods corresponding to advances in technology. Specifically, there have been dramatic advances in the development of web-based data collection instruments. The purpose of this paper is to outline a systematic web-based approach to facilitate this process through locally developed code and to describe the results of using this process after two years of data collection. We present a summary of the evolution of computerized data collection methods including web development methods. We provide a detailed example of a web-based method that we developed for a study in Starr County, Texas, assessing high school students' work and health status. The example presented in this paper includes questionnaire design, data entry, and data management that attempt to maximize the advantages of this data collection method.

We use the term "dynamic" to refer to the process of generating a web-based questionnaire from a database of questions, possible responses, and controls at the time of connection by the client browser using an application running on the web server. This method is in contrast to the static method of pre-designing the questionnaire as an HTML web form and placing it on the server so that it can be loaded and displayed through the client browser at the time of connection. Details of this dynamic method and its advantages are reviewed and the code is available for non-profit use only to the public health research community as a free download. A link to the current version of our software can be found in this reference [ 1 ].

Evolution of computerized data collection methods

In the early 1970s, large multi-center trials such as the Hypertension Detection and Follow-up Program collected massive amounts of data through questionnaires completed at physicians' offices via paper forms and transferred these forms to a central site where the data were manually entered into mainframe computers [ 2 , 3 ]. In the early 1980s, studies such as the Systolic Hypertension in the Elderly Program [ 4 , 5 ] improved on the quality and faster availability of the data by using personal computers at the local sites for data entry and then for transfer of data electronically via modems to the mainframes. In the middle and late 1990s, other techniques began to emerge that used the internet for data collection, such as direct mailings of questionnaires through the internet and web-based data entry and management systems [ 6 – 9 ]. More recently, researchers are using newer techniques of remote entry such as using Wireless Markup Language using handheld devices like mobile phones [ 10 ] and systems that use computer-assisted personal and telephone interviewing [ 11 ].

Development of web-based data collection

One of the most significant advancements in remote entry is the process of entering data on a form accessed on the Web. This method has become a popular way to collect data because access to the internet has expanded dramatically, allowing data to be entered directly into a central database. It also provides less dependency on specific types of equipment for entering data. Web-based methods allow for instant editing checks as responses are entered, and, if desired, allows for many of the traditional techniques for inputting responses such as textboxes, dropdowns, checkboxes or other styles that are available through web programming without additional software installed on the client other than a web browser.

Early web developers had to use Hyper Text Markup Language (HTML) to develop web forms that were displayed through client browsers and allowed data to be entered and submitted to a server. The JavaScript programming language was used to allow data to be validated before it was submitted. Enhancements to HTML through Dynamic HTML (DHTML) and Cascading Style Sheets (CSS) [ 12 ] gave developers the ability to better control the appearance of the web forms and graphical images. Server side languages (such as Java, Active Server Pages (ASP), and Personal Home Page (PHP)) are used to produce applications on the server that execute at the time of connection to the web site. These applications produce and render questionnaires based on information contained in databases, files or other sources maintained on the server. These languages are also used to build server applications that more extensively examine the data for errors when it is submitted by the remote computer. More recently, the eXtensible Markup Language (XML) has been adapted by many developers as a new tool for transmitting data systematically. When used in combination with eXtensible Stylesheet Language (XSL), richer and more powerful systems have been developed that make use of the built in validation techniques and the use of controls and images for collecting and displaying data [ 13 , 14 ]. In October 2003, the internet standards W3C committee submitted new recommendations for an Xform standard that uses XML as the base for producing the next generation of data collection instruments for the web [ 15 ]. With the emergence of the ASP.Net programming language [ 16 ], and enhancements to JAVA, PHP and other programming languages, developers now have a vast array of tools in which applications can be developed. An extensive review of many of these techniques and related references can be found in Vasu et al. [ 11 ], and Gunn [ 17 ].

Web-based data collection also has its disadvantages. Researchers do not interact with the respondents during the survey and thus cannot probe or oversee the data being collected, although research staff can be on site to respond to questions. Some of the methods often used to transmit and validate data such as XML or JavaScript can be lengthy and add to the amount of information that has to be passed between the client and the server. Often web forms are created as static (or pre-defined) forms that contain one long series of questions that require constant scrolling, which may interrupt the responder's thought process. Changes to static web forms can be difficult as they often require the interaction of a web developer with the researcher and, if the study has multiple questionnaires, tracking changes to these web forms can prove to be difficult. If the questionnaire has to be provided in multiple languages, creating the exact web form in each of the different languages can be challenging and time intensive. Additionally, creating a web-based questionnaire requires technical skills and facilities. Although the questionnaires are not vulnerable to virus infection, the computers at the remote locations are susceptible to viruses which can slow or incapacitate the ability to take the questionnaire. Finally, this type of data collection requires the remote computers to have a reliable connection to the internet, and there is always the threat of internet down time.

Although the evolution of numerous tools and methods has greatly improved over the years, the process of collecting accurate data can still be difficult. Most epidemiologists are regularly challenged with devising methods to accurately collect data for research, especially in situations where there are multiple study sites or involve offsite data collection. Often this is a multi-step process that involves creating a paper questionnaire, recording responses on the questionnaire, reproducing the questionnaire in some type of an electronic form through which the responses can be entered into a database, and finally creating variable labels and text from the questionnaire for statistical applications so that data can be further analyzed. This process is even further complicated if the questionnaire has to be provided in multiple languages. This evolutionary process introduces many stages where errors can be made that could lead to inaccurate results. There are now commercial packages that address many of these issues but some of these packages can be expensive or difficult to use and often require considerable customization in order to implement. We are offering a low cost alternative that addresses most of these limitations, especially for complex questionnaires that require tailoring to a specific study.

Implementation

Study description.

The following case study is intended as an example and set of specific lessons learned though the use of a dynamic web-based system. This study in Starr County, Texas, funded through the National Institute for Occupational Safety and Health and The University of Texas Agricultural Center at Tyler, is a three-year cohort study of high school students to assess the student's work and health status. Located along the Texas-Mexico border, Starr County is economically disadvantaged, largely Hispanic, and the home to many farmworkers and their families. Regardless of work status, high school students (from three high schools in Year 1, one high school in Years 2 and 3) were asked to participate and to complete the web-based questionnaire in English or Spanish. The first two years of the questionnaire have been completed and because many of the students migrate with their families for farm work, data were collected in fall 2003 and fall 2004 to coincide with the off-migration season. The study seeks to describe work patterns and to identify risk factors for injuries in farmworker youth, and to compare farmworker adolescents with adolescents working non-farm jobs with respect to their work patterns, demographics, health status, health behaviors, and occupational injury.

In order to collect the data for this study, a complex research questionnaire was needed in both English and Spanish to be taken by respondents located at remote locations in rural South Texas approximately 260 miles from our university. The questionnaire for the first year was composed of seven parts containing 135 questions with 407 possible responses and incorporated skip patterns based on responses given by the student to specific questions (a similar questionnaire and process was developed for Year 2). For example, because the study was focused on farm work, after providing basic demographic data, the students were asked if they did farm work or non-farm work within the past nine months. If they responded "Yes", they were asked how many different employers they had, and a series of questions was asked about each of these employers. As the students entered their responses to questions in a language of their choice, the results were directly recorded into a database data table.

Software details

Our main objectives for the data management needs of this study were to:

create a system in which we could enter our questions and possible responses only once into a database table and then reuse this information for multiple purposes.

use this system in future studies.

create the tables needed to record the data entered through our questionnaire from this database table of questions and possible responses.

produce a user friendly web-based questionnaire.

provide data validation during the entry process.

produce a coding manual that could be used as a reference document.

generate basic statistics that could be viewed through the web during the entry phase of the questionnaire.

produce the SAS and SPSS program files that could allow us to do more advanced statistics once the questionnaire was completed.

have the ability to use a Microsoft Access database to access our questionnaire table and to access the data entered into the questionnaire. This database would allow us to use the features built into Microsoft Access such as forms, queries and reports to further work with the data.

To accomplish our main objective of having a system in which the questions and possible responses could be used for multiple purposes, we created a database in our SQL server to store the data table of questionnaire information. The data table that stores the questions and responses also contains attribute fields that controls how the text is to be displayed, such as whether to turn on bolding or italics or to display certain information in specific colors. We then built a web form using the Microsoft ASP.Net programming language through which our questionnaire designers could enter and manage the questions and possible responses through a web browser. Figure 1 displays a snapshot of part of the web form used for managing the questionnaire database. Using ASP.Net code, we further enhanced our system by incorporating additional features that combined the questionnaire and data tables to produce web-based summary and crosstab reports, to reproduce the questionnaire as a web-based report and as a coding manual, and to create the coding files that could be used in commercial statistical packages to do more advance statistical analysis. To accomplish our Microsoft Access needs, we wrote a non-web-based application to generate an Access database that linked to our data stored in the SQL server and to produce Access data entry forms that closely matched the web-based questionnaires. Access provides resources (e.g., such as queries, forms, reports, and modules) that allowed us to locally manage the data and to generate various reports using the Access reporting features.

Questionnaire Database Management Web Page.

Although this system was developed for our study where data were entered from remote locations, this process of producing questionnaires from a database can be used for a number of research studies if internet connectivity is available and data are entered by the respondents. For example, this system could be useful for studies that enter data through web-based questionnaires at a central location.

The current software is limited to the Microsoft environment in which the researcher uses the Windows Operating system and the Microsoft Internet Information Services (IIS) and has the ASP.Net service enabled. To store the questions and responses, Microsoft SQL server is also required. Although the web-based application was configured to record data into an SQL server database, it can be configured to record the results into an Access database. However, there are restrictions of using the system in this configuration because of the limitations of using Access in a multi-user environment. As with any currently available commercial product, programming expertise is needed to customize this software to specific study needs and for data editing involving complex logic. A generic example questionnaire and the code used to produce this questionnaire are available for downloading [ 1 ].

Results and discussion

Based on these first year data from over 2,500 respondents, it took an average of 17 minutes to complete the web-based questionnaire [ 18 ]. During the first year questionnaire, the most serious problem that occurred was loss of connectivity for some students during the middle of taking the questionnaire most likely because of the limited internet bandwidth to the school (affected 6% of the questionnaires). Each session had between 40 and 80 students taking the questionnaire at the same time. Unfortunately if connection was lost, students had to restart the questionnaire from the beginning if they had time before having to return to class. A back-up recovery process was implemented during the second year questionnaire which mostly eliminated the issue of students having to start over from the beginning.

We also encountered some other problems that were specific to some schools; however they could happen at other locations as well. At one school, prior to questionnaire administration, a major internet virus infected many of the computers in the lab, which limited the number of available computers to take the questionnaire. Ideally, research staff could have provided support to the schools to prepare the computer labs such as updating virus definitions and running virus scans a few days prior to questionnaire administration. At another of the schools, one of the labs lost internet connectivity and thus prevented it from being used for completing the questionnaire. The questionnaire is scheduled to be repeated again for the third and final year of follow-up and further adjustments will be made to enhance and improve on the system. Most of the problems encountered during the first year either were not encountered during the second year or were corrected in the ASP.net code used for the second year. For the third year questionnaire, we will be investigating and perhaps implementing the XML and XSL standards for distributing and displaying the questionnaire web forms and implementing the W3C committee proposed XForms standards for web-based forms.

In general, this questionnaire database approach [ 13 ] provided many advantages over a static web form approach. One advantage to this approach was that it allowed the questions to be entered only once through either a web-based or a Microsoft Access database form. This allowed non-programming staff to implement changes or enhancements controlled through either of these forms. The results were viewable immediately through a browser with a simple refresh. The database also made it much easier to convert the questions into the Spanish without risking changes to the overall questionnaire. Further, the questions and responses could easily be used to produce web-based reports through ASP.Net compiled code or ASP scripts or through the reporting tools built into Access. Examples of such reports include web-based data summaries, crosstab reports, and a code book report needed for documentation. It could also be used by custom applications to auto-generate the data tables needed to record the responses or to build control files such as those needed for other advanced statistical applications, thus eliminating the need to recode all the questions and responses for these applications.

The database approach also has disadvantages compared to the fixed or static web form approach. For example, the style or layout of the web-based form can be much more extensive with a statically generated web-based form because of the many features that commercial applications provide for these enhancements. In addition, a static approach to designing a web-based form provides more ease and flexibility in creating JavaScript with more elaborate error checking techniques than a dynamic approach. For example, it is much easier to create code to do cross field editing of responses because all the fields contained in the static web-based form are downloaded to the client at the time of connection. The paging technique used in this study only downloaded the fields needed to obtain responses for the questions contained on the page being displayed. Further, once a static web-based form has been created, it is easier to transfer and implement on other servers regardless of operating systems.

Although there are commercial products available that accomplish many of these tasks, for our project, we did not find any 'ready-made' product that we felt could accomplish all of our goals without significant customization. Further, as is often the case with competitive research grants, limited funding prevented us from purchasing a commercial product that would satisfy most of our requirements. Fortunately, we had the programming expertise to develop a web-based application that met the stated needs for our study.

Detailed instructions for installation and getting started with the data collection system have been provided through the download website. The following provides an overview of the process of implementing the system in studies of defined samples of respondents.

Database and website requirements

To implement this dynamic web-based approach, a database must be created on a SQL server to hold the tables needed to store the questions, possible responses, and the data entered through the web-based questionnaire. A website also has to be created and configured in the IIS web server to house the ASP.Net application. Once the ASP.Net code for the application is copied to this site, a few statements in the database reference section of the code needs to be modified for the application to access the database. The code must then be compiled using Microsoft Visual Studios .Net.

Entering and managing the question and response information

The process of entering a questionnaire will vary based on how the questionnaire is constructed in paper form. The system that is available to download is configured to allow for the entry and management of a typical questionnaire similar to the one used in this study. Once the application has been installed on a website, adding a new questionnaire through the web management page should be relatively straightforward. We will use our case study to describe what may be involved in this process. Our study was divided into several sections that comprised separate content areas to help guide respondents' thinking processes. Each section was assigned a unique number composed of a form number and a version number. Every data item in each section was assigned a sequential field number that could be used to uniquely identify the item within the entire questionnaire when combined with the section number. This combined identifier uniquely labeled the data record associated with each question in the table. This record contained the text for each question and other information that controlled how the question was to be displayed to the web. We used another data field in the table to store the possible responses for the respective question. The possible responses were coded in this field in the traditional style that is used by some statistical programs by using the coding value of each response followed by the text for the response. For example, for the question "How old are you?," the possible responses were coded in the database as "1 = Less than 14 years; 2 = 14 years; 3 = 15 years;" and so forth. Information was also maintained in the table to identify the calling statements for pre-programmed Java Scripts that were transmitted with the generated web forms in order to do entry edits. For example, this field could have information such as "rangecheck (1, 5)" which would signal that the "rangecheck" JavaScript should be used to check the respondents answer for a range between 1 and 5.

Study specific customization requirements

Once the questions and responses have been entered through the web-based management page and are displayed in an acceptable manner, the questionnaire needs to be made available to the participants for access. We created a separate server application for this purpose. The reason that this application is independent of the web-based management component is because it needs to be accessible through a separate link that does not allow the participants access to the main system. Further, depending on the questionnaire, this application could be customized to better meet the needs for a specific study without having to make changes to the management system. For our study, as each part of the questionnaire was completed, the information was saved to the database into the respective section's data table and the next appropriate part of the questionnaire was displayed dependent upon the answers provided by the respondent. To enable this to happen, we had to incorporate some study specific custom code that could implement these skip patterns. The default application provided through the download is configured to read the questionnaire information from the database, format the question using the attribute fields and format the responses into the appropriate display types such as textboxes, radio lists, dropdown lists, or checkboxes. By changing the questions in the database, the application should work without modification for other similar questionnaires. The download example has all custom code removed but provides an example that demonstrates how to apply custom code to the system.

System testing and logistics in current study

The process of testing the system was extensive. We created a number of paper forms of the questionnaires with pre-assigned responses. We made copies of these forms, distributed them to a number of researchers, and had each of them enter the responses independently into the system. We then compared the computer-stored results to the paper responses to ensure that all users entered the same data. We also had multiple users complete the questionnaire, each recording their responses on paper and then used the resulting computerized data to compare to what they recorded on paper for accuracy and completeness. We also printed out a coding book to be sure all questions had all possible responses that we had intended (hand verified).

Security considerations

To ensure the security of the data as it passed through the network, we used the standard Secure Socket Layer protocol (SSL/HTTPS) for connecting to our questionnaire from the client. To incorporate this method, a server security certificate needs to be configured on the server. This certificate can be one that is created using the default utilities that are part of the Microsoft IIS server environment or one that is purchased from a commercial vendor.

Displaying/editing the questionnaire

The system was designed to allow the developer to configure the questionnaire so that it can be presented to the participants in multiple pages where only the number of questions that will fit on an 800 by 600 pixel viewing screen are displayed on each screen. Buttons are provided to allow the participant to move back or forward between the pages. This feature minimized the need for the user to scroll in order to respond to a question and thus possibly reduced the interruption to the users' thought process. The application also dynamically inserts the JavaScripts needed to edit the responses during the entry process when the page is displayed. Figure 2 displays a web view for one page of a questionnaire that was dynamically produced by the server application from the questionnaire data table.

Web View of the Dynamically Generated Questionnaire Page.

For our study, measures were taken to make sure that the proper student responded to the questionnaire at the time of the visit to the high school. Prior to questionnaire administration, the study coordinator obtained a class roster from each school. These rosters were used to generate unique random numbers and a pre-assigned password for each student. Upon arrival at the computer laboratory, each student provided their name in exchange for a pre-generated card that contained the pre-assigned password and random number needed to access the questionnaire. They were instructed to enter this number with their pre-assigned password when prompted by the questionnaire web-based application. The random number and password were matched by the server to a master user's data table to ensure that the proper student was using the correct identifier. The random number would become their study identifier.

Viewing the questionnaire results

As the students entered their responses to questions in a language of their choice, the results were directly recorded into a database data table. This information can be summarized at any time by the researcher by logging into to the management site and using the web-based summary and crosstab report feature. These reports are generated by combining both the questionnaire and the data tables to dynamically produce the desired web-based report (Figures 3 and 4 ). The application also produced input templates from the questionnaire database that could be used by SAS or SPSS to conduct further analyses of the results (Figure 5 ). A summary flowchart of the complete cycle of steps involved in our web-based data collection application is shown in Figure 6 .

Web-based Dynamically Generated Statistical Summary.

Web-based Select-Crosstab Report.

Input Templates from Questionnaire Database to Link to Statistical Packages.

Flowchart of Steps Involved in our Web-based Data Collection Application.

In conclusion, web-based data entry using a dynamic approach proved to be a very efficient and effective data collection system. This data collection method expedited data processing and analysis and eliminated the need for cumbersome and expensive transfer and tracking of forms, data entry, and verification. With the noted enhancements, the third year of data collection should advance this methodology even further. This data collection method can be effectively applied to many other research areas using the techniques described in this paper.

Availability and requirements

Project Name: Web-based Data Collection, A Dynamic Approach.

Project home page: http://www.quicksurvey.org

Operating System: Microsoft Windows 2000, 2003 or later with IIS web server enabled.

Programming Language: Microsoft ASP.Net and JavaScript.

Other requirements: Microsoft SQL server, Microsoft Access.

Licenses: Microsoft licenses for the above applications.

Restrictions for non-academics: The software is to be used for non-profit purposes only. Any enhancements are to be shared with the research community without cost and the authors should be provided with these enhancements so that they can be made available under the above website.

Free Web Survey Project Download Site [ http://www.quicksurvey.org ]

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Acknowledgements

The authors thank the school district superintendents, principals, teachers, and most importantly, the high school students, for participating in this research project, and the study staff in Starr County, especially Yolanda Morado from Texas A&M Cooperative Extension and Ricardo Reyna from People First of Texas. This publication was supported by Cooperative Agreement No. U50 OH07541 to the Southwest Center for Agricultural Health at the University of Texas Health Center at Tyler from CDC/NIOSH. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of CDC/NIOSH.

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Department of Epidemiology and Biostatistics, Texas A&M School of Rural Public Health, College Station, USA

Charles J Cooper, Sharon P Cooper, Deborah J del Junco, Eva M Shipp & Ryan Whitworth

Centers for Health Promotion and Prevention Research, The University of Texas School of Public Health, Houston, USA

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Department of Psychology, The University of Illinois, Champaign, IL, USA

Sara R Cooper

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Correspondence to Charles J Cooper .

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Authors' contributions

CJC was the primary developer of the code and databases needed for this project. SPC was the principal investigator for the study and was responsible for the overall direction of the project and for the questionnaire design and implementation. DJDJ directed the data analysis for the study and reviewed the content of this document. EMS was the study coordinator and was responsible for the design of the questionnaire, the entry of the questions for the study, the careful testing of the web-based questionnaire produced and in the supervision of the numerous sessions in which the participants took the self-administered questionnaire. RW aided in the development and implementation of the questionnaire, and in providing analysis of the data obtained that were needed for this publication. SRC initiated the idea for this paper and was responsible for the literature searches and for reviewing and correcting the various drafts of this article. All authors read and approved the final manuscript.

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Cooper, C.J., Cooper, S.P., del Junco, D.J. et al. Web-based data collection: detailed methods of a questionnaire and data gathering tool. Epidemiol Perspect Innov 3 , 1 (2006). https://doi.org/10.1186/1742-5573-3-1

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Received : 23 May 2005

Accepted : 04 January 2006

Published : 04 January 2006

DOI : https://doi.org/10.1186/1742-5573-3-1

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Epidemiologic Perspectives & Innovations

ISSN: 1742-5573

The Future of Academia: How AI Tools are Changing the Way We Do Research

Table of Contents

The integration of Artificial Intelligence (AI) in research is not merely a trend but a transformation of the academic landscape. The impact of AI on research is profound and multifaceted. AI tools not only streamline the collection, analysis, and reporting of data but also transform how we conceptualize and execute research projects. They enable researchers to handle larger datasets than ever before, uncover patterns and insights that would be impossible to detect manually, and significantly speed up the research cycle. Moreover, AI tools are supporting researchers in reading and writing research papers far more efficiently. AI’s ability to automate routine tasks frees up researcher time so they can focus on more complex and creative aspects of their work, thereby enhancing the innovation and depth of academic inquiries.  

How AI Transformed My Research Journey  

My journey into AI-powered research began during my post-doctoral studies at The University of Adelaide, where I focused on big data and cyber security. The experience opened my eyes to the immense potential of AI in speeding up research processes and enhancing its accuracy. As academicians, we used AI in research keeping in mind the ethical and institutional boundaries. One striking example was during a project, where we utilized AI to analyze complex datasets. This not only expedited our research but also enhanced the depth of our analysis, leading to several key insights that would have been difficult to obtain manually.  

Similarly, in another recent project, we encountered a significant challenge in accessing and reviewing relevant literature due to the vast amount of emerging research. By using R Discovery , an AI-powered literature search and reading platform, we managed to streamline our literature review process significantly. This tool not only saved us time but also ensured that we didn’t overlook critical research being published, allowing us to develop a more comprehensive foundation for our research project.   

Enhancing Literature Review and Research Writing with AI  

AI tools like R Discovery have revolutionized the way literature reviews are conducted. Traditionally, a literature review could take weeks, involving painstaking manual searches and reviews. Now, AI can automate these tasks, allowing researchers to focus on analysis and interpretation. For instance, during a project on software vulnerabilities, R Discovery helped us identify key literature in less than half the usual time. As a result, we were able to move forward quickly with our experimental setup.  

The impact of AI in research extends beyond data gathering to assisting in research writing and analysis. Paperpal , for example, is a comprehensive AI writing assistant that significantly improves the quality of research papers by ensuring clarity and adherence to academic standards. It helps you with finding factual answers to your research queries, assists with the writing, citing, and editing process, and even has plagiarism and submission readiness checks, making it an ideal assistant for academics. Reflecting on my past publication efforts now, I realize how AI tools like Paperpal could have refined the writing process, making it smoother and more efficient.   

In the realm of data analysis, AI tools like Chat2Stats have been instrumental. These tools allow researchers to perform sophisticated statistical analyses more accurately and faster than traditional methods. For example, you can use Chat2Stats to analyze data patterns that are crucial for your research outcomes.   

Revolutionizing Research Presentation and Productivity  

While it is important to conduct high-quality research, it is also equally important to present and communicate that research effectively. While academics traditionally turned to professional writing and editing services, these are no longer enough. The growing use of AI in research is ensuring real-time assistance, enhancing quality, and boosting productivity—all without burning a hole in your pocket. Organizations like Editage, known for its exceptional author publication support services, have delved into the AI space, introducing a host of AI tools for researchers designed to improve their academic writing, presentation, and productivity. The Editage All Access subscription combines top AI tools and expert-led services to enhance and support researchers at every step of their publication journey.  

I’ve explored several of the AI tools included in this comprehensive plan, including Paperpal, R Discovery, and Mind the Graph.  

• R Discovery revolutionizes how researchers stay updated by providing personalized reading recommendations, with functionalities like audio papers, translations, and daily alerts when relevant papers become available. I often use the R Discovery mobile app to listen to the latest papers published while I am in the train on my way to work in the morning. I find it especially useful and refreshing to listen to the amazing research being published in my niche area.   
• Paperpal , the all-in-one academic writing tool is one of my favorites. It has a wide range of features that can help right authors move faster from ideation to submission readiness. The latest features that allow users to get fact-based insights and instantly cite sources in the recommended style expands its offering, making it especially useful for busy users.  
• Mind the Graph , a scientific illustration tool, emerges as a vital resource for researchers to visualize and present their work effectively, bridging the gap between scientific data and the broader audience. This infographic maker is specially designed for the scientific community, enabling researchers to transform dense and complex information into engaging, understandable visual formats. Studies, such as those published in prominent journals, have shown that incorporating infographics can lead to a substantial increase in citations, highlighting the importance of visual elements in scientific communication.¹, ²    

By integrating these AI tools for researchers, Editage All Access not only saves valuable time but also optimizes the overall research workflow, making it an indispensable resource for the academic community.  

The Use of AI and Research Ethics  

AI tools are widely being incorporated in research. However, the increasing reliance on AI tools brings up significant ethical considerations. In my teaching and research, I emphasize the importance of using AI responsibly . We must ensure data privacy and mitigate any biases in AI algorithms. Maintaining transparency in how AI tools are used in research processes is critical to uphold the integrity of our findings and the trust of the academic community. The use of AI should in no way lead to lowering the quality of research output. At the same time, these practices should not be adopted in a way that it hits the learning curve of our new and young researchers. These AI tools should be considered as helping hands but never be pushed or will be able to completely replace humans. The critical thinking ability a human has is far more than the ability of any AI tool (at least as of now).   

Reflections on AI’s Ongoing Impact in Academia  

Looking at recent advancements in research methodologies, it’s clear that AI tools have profoundly influenced how we do research. These tools have not only enhanced our efficiency and productivity but also allowed us to maintain high standards of academic rigor. Looking to the future, the potential of AI in research and academia is boundless. We are just beginning to tap into the capabilities of AI tools. As we continue to explore and integrate AI in our academic practices, the potential for enhancing research capabilities is immense. Embracing AI can lead to groundbreaking discoveries and innovations, shaping the future of academia. I believe that this exciting journey with AI will bring about a new era of academic research, marked by increased innovation, efficiency, and global collaboration.  

About the Author

Dr Faheem Ullah: Assistant Professor and Cyber Security Program Director, University of Adelaide, Australia       

Dr. Faheem is an Assistant Professor and Cyber Security Program Director at the University of Adelaide, Australia, with wide-ranging expertise in AI tools for research. With a PhD and Postdoc in computer science focusing on AI from the University of Adelaide, he is a highly accomplished academic and a Big Data Lead at CREST (Center for Research on Engineering Software Technologies). Dedicated to advancing knowledge and fostering innovation in computer science and cybersecurity, Dr. Faheem regularly conducts webinars and gives talks on AI in research. He also shares his knowledge on platforms like LinkedIn and X (Twitter), engaging over 135K+ followers.

Throughout his career, Dr. Faheem has received numerous accolades, including two Gold Medals, one Silver Medal, and six academic distinctions. His research interests include AI, cybersecurity, big data analytics, and software engineering and he is currently working on projects related to Big Data Analytics for Climate Change Analysis, Data Exfiltration, and Cybersecurity Skills. He has published his research in top-notch journals and conferences. He has supervised more than 40 undergrad + Masters + PhD students.

References:  

• Elaldi, Senel, and Taner Çifçi. “The Effectiveness of Using Infographics on Academic Achievement: A Meta-Analysis and a Meta-Thematic Analysis.”  Journal of Pedagogical Research  5, no. 4 (2021): 92-118.  
• Murray, Iain R., A. D. Murray, Sarah J. Wordie, Chris W. Oliver, A. W. Murray, and A. H. R. W. Simpson. “Maximising the impact of your work using infographics.”  Bone & joint research  6, no. 11 (2017): 619-620.    

Paperpal is a comprehensive AI writing toolkit that helps students and researchers achieve 2x the writing in half the time. It leverages 21+ years of STM experience and insights from millions of research articles to provide in-depth academic writing, language editing, and submission readiness support to help you write better, faster.  

Get accurate academic translations, rewriting support, grammar checks, vocabulary suggestions, and generative AI assistance that delivers human precision at machine speed.  Try for free or  upgrade to Paperpal Prime  starting at US$19 a month  to access premium features, including consistency, plagiarism, and 30+ submission readiness checks to help you succeed.  

Experience the future of academic writing –  Sign up to Paperpal and start writing for free!  

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