However, since the researcher has less control over the results, documents and records can be an incomplete data source.Ī combination of interviewing, surveying, and observing, a focus group is a data collection method that involves several individuals who have something in common. Using documents and records can be efficient and inexpensive because you’re predominantly using research that has already been completed. Attendance records, meeting minutes, and financial records are just a few examples of this type of research. Document- and records-based research uses existing data for a study. Sometimes you can collect a considerable amount of data without asking anyone anything. Observation also can be combined with additional information, such as video. In general, observation can determine the dynamics of a situation, which generally cannot be measured through other data collection techniques. Variables that require the observer to make distinctions, such as how many millennials visit a restaurant in a given period, can introduce potential problems. But in some circumstances, the risk of bias is minimal.įor example, if a study involves the number of people in a restaurant at a given time, unless the observer counts incorrectly, the data should be reasonably reliable. This method is more subjective, as it requires the researcher, or observer, to add their judgment to the data. Observation involves collecting information without asking questions. Compared to other primary data collection methods, such as surveys, interviews are more customizable and responsive. Interviews also allow for open-ended questions. But sometimes an in-person interview can be worth the cost, as the interviewer can tailor follow-up questions based on responses in a real-time exchange. There are ways to limit the cost of interviews, such as conducting them over the phone or through a web chat interface.
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