Types of Data Collection Methods

Key Learning Objectives

• Identify and describe different methods of data collection, and their strengths and weaknesses.

• Explain the role of naturalistic observation, case studies and surveys in psychological research.

Types of Data Collection Methods

Primary vs. Secondary Data Collection

• Primary data collection: Direct methods of data collection:

  • Surveys: Questionnaires, interviews, experiments.

• Secondary data collection: Indirect methods:

  • Sources include documents, articles, etc.

  • Often used in meta-analysis to systematically assess previous research and derive conclusions (e.g., Clark and Stansfeld, 2007).

Research Approaches

Quantitative vs. Qualitative Methods

• Quantitative methods: Use of questionnaires and tests.

• Qualitative methods: Use of interviews, observations, and documents.

Table 2.3 Summary

Quantitative Methods

• Standardised tests: Assess ability to solve problems and apply knowledge, commonly norm-referenced.

• Questionnaires: Economical, quick methods to gather participants' feelings and beliefs. Challenges include time-consuming design and potential low motivation if lengthy.

  • Importance of clearly phrased questions to avoid confusion (e.g., double-barrelled and leading questions).

Qualitative Methods

• Interviews: Gather profound insights into participant experiences and opinions, can be time-consuming.

  • Types:

    • Face-to-face

    • Telephone or online

    • Focus group interview

• Observations: Study behavior in natural or lab settings.

  • Types: Naturalistic vs. laboratory observation.

• Documents: Various types including personal, public, and archival documents providing rich data sources.

Quantitative Data Collection Methods

Standardised Tests

• Measure problem-solving ability and knowledge application, often compared to age norms.

• Offer insights into personality traits but can be costly and time-consuming.

Questionnaires

• Economical, simultaneous administration, but risk low returns if perceived as lengthy.

  • Importance of clear wording, avoiding double-barrelled and leading questions to maintain data integrity.

Qualitative Data Collection Methods

Interviews

• Provide in-depth experiences. Categories:

  • Face-to-face: More personal but resource-intensive.

  • Telephone/Online: Cost-effective, can reach diverse samples but risk participant hesitation.

  • Focus group: Provides diversity and interaction but challenges include moderator effectiveness and data analysis difficulties.

Structured vs. Unstructured Interviews

• Structured: Pre-determined questions, same order for all participants (e.g., 'Who supported you at university?').

• Unstructured: Conversational, exploratory (e.g., 'Tell me about your experience as a student president.').

• Semi-Structured: Predetermined and follow-up questions (e.g., career challenges).

Naturalistic and Laboratory Observations

Naturalistic Observation

• Observing behavior in natural settings without interference (e.g., observing cell phone use among students).

• Advantages: Greater ecological validity, can reveal phenomena that can’t be replicated in lab.

• Disadvantages: Difficult to generalize and replicate, behavior might alter due to observer presence.

  • Example study: Koen and Durrheim (2010) on segregation in lecture halls.

Laboratory Observation

• Conducted in controlled settings, more control over variables increasing internal validity.

• Concerns about real-world applicability despite ease of replication (e.g., Milgram experiment).

Documents in Research

Types of Documents

• Include personal documents (diaries), public documents (university records), archival records (service records).

• Challenges: Difficulty in making generalizations from document analysis.

Conclusion

Concept Check Questions

1. People's attitudes about social issues? (Method: survey)

2. Experiences of anxiety disorder sufferers? (Method: case study)

3. Territoriality in animal behavior? (Method: naturalistic observation)

4. Influence of food-related cues? (Method: experiment)