Data collection is the process of gathering and measuring information on variables of interest, in

an established systematic fashion that enables one to answer stated research questions, test
hypotheses, and evaluate outcomes.
Data collection is one of the most important stages in conducting a research. The researcher can
have the best research design in the world but if h/she cannot collect the required data he/she will
be not be able to complete his /her project.
Data collection is a very demanding job which needs thorough planning, hard work, patience,
perseverance and more to be able to complete the task successfully.
Data collection starts with determining what kind of data required followed by the selection of a
sample from a certain population. After that, you need to use a certain instrument to collect the
data from the selected sample.
The Quantitative data collection methods rely on random sampling and structured data
collection instruments that fit diverse experiences into predetermined response categories. They
produce results that are easy to summarize, compare, and generalize. If the intent is to generalize
from the research participants to a larger population, the researcher will employ probability
sampling to select participants. Typical quantitative data gathering strategies include - 
Experiments/clinical trials.
 Observing and recording well-defined events (e.g., counting the number of patients
waiting in emergency at specified times of the day).
 Obtaining relevant data from management information systems.
 Administering surveys with closed-ended questions (e.g., face-to face and telephone
interviews, questionnaires etc).
 In quantitative research (survey research), interviews are more structured than in
Qualitative research. In a structured interview, the researcher asks a standard set of
questions and nothing more. Face -to -face interviews have a distinct advantage of
enabling the researcher to establish rapport with potential participants and therefore gain
their cooperation.
 Paper-pencil-questionnaires can be sent to a large number of people and saves the
researcher time and money. People are more truthful while responding to the
questionnaires regarding controversial issues in particular due to the fact that their
responses are anonymous.
Qualitative research design uses the following data collection methods

In primary data collection, you collect the data yourself using qualitative methods. The key point
here is that the data you collect is unique to you and your research and, until you publish, no one
else has access to it. There are many methods of collecting primary data. The main methods
include –

 Focus Group Interviews

 Observations: recording what you have seen, heard, or encountered in detailed field notes.

 Interviews: personally asking people questions in one-on-one conversations.

 Focus groups: asking questions and generating discussion among a group of people.

 Surveys: distributing questionnaires with open-ended questions.

 Secondary research: collecting existing data in the form of texts, images, audio or video
recordings, etc.

Interviewing involves asking questions and getting answers from participants in a study.
Interviewing has a variety of forms including: individual, face-to-face interviews and face-to-
face group interviewing. The asking and answering of questions can be mediated by the
telephone or other electronic devices (e.g. computers). Interviews can be – A. Structured, B.
Semi-structure or C. Unstructured.

Qualitative data collection tools collect data which is best characterized as descriptive – text
based data expressed
in participants’ own words. This kind of data track changes in participants’ attitudes and
perceptions, identify why and how change is happening, and are analyzed by organizing
emerging themes.
The tools used to collect qualitative data include primarily:

Individual interviews – a meeting between two people, in which the interviewer uses an
“interview guide” to help frame the discussion.
Focus group interviews – a facilitated conversation between 8-10 people. The leader of a focus
group will also use a “facilitation guide” to help manage the discussion and generate the data
needed.

Primary Data
The data collected for a particular research problem is known as Primary Data. With the primary
data collection methods, a researcher can collect data through the direct responses of the
participants. During the process, the participants could report their personal experience, attitudes
and feelings to the researcher. As already mentioned, primary data is collected through
interviews, surveys, experiments, and Field observations.
Interviews
Most of the researchers collect qualitative data using interviews (Denzin & Lincoln, 1998). It is
identified that the activities, attitudes and views of the participants could be easily interpreted
with the help of these interviews (Walsham, 1995). Denzin and Lincoln (1998) categorized the
interviews as structured interviews, semi-structured interviews and unstructured interviews. In
structured interviews, the interviewer would follow the script/guidelines whereas in unstructured
interviews, the interviewee would be questioned as per the idea of the interviewer. The
researcher can adopt personal interviews, face-to-face group interviewing, and telephone surveys
to collect primary data. In an in-depth interview, the interviewer could generate rich and detailed
data from the responses of the interviewee. Usually, the researchers conduct in-depth interviews
face to face. However, in some cases it can be done through telephone (Yin, 2003; Creswell,
2007; Neuman, 2003).
Semi-structured questionnaires
A combination of closed and open questions will be included in these questionnaires. It is used
for business-to-business market research in which a wide range of different responses are
evaluated.
 Unstructured questionnaires
Questions those could generate free responses will come under this category. They are called as
guided conversations and referred to as a “topic guide”. They are mostly suitable for depth
interviewing (face-to-face, depth telephone interviews).
Observation
Through observation, the researcher could monitor the behavior, events, or noting physical
characteristics of the participants. This method can be used in both experimental and on
experimental, social and anthropological research. Scientific observation is a methodical way of
recognizing and noting a fact or occurrence, often involving some sort of measurement.
Scientific observation should be specific, and recorded immediately (T aylor-Powell; Steele ,
1996).
Focus Groups
In this approach, highly experienced researchers will form a Focus group comprising 10 to 18
participants and record their opinion and beliefs through in depth qualitative feedback. The
research will probe into specific areas that are of interest to the company commissioning the
research (Krueger, 1988).

Qualitative researchers often consider themselves “instruments” in research because all