Data Collection II
o Elicit people’s views, social conditions
o Characteristics, behaviour, structures, attitudes/beliefs/opinions & knowledge
o Quantitative & qualitative
o Sample many respondents who answer same questions
o Descriptive and/or analytical
o What kinds of people will you interview?
o Random (probability) sampling OR purposive (non-probability) sampling?
o How many people will you interview?
o Mail (self-administered) questionnaire
o Telephone interviews
o Face-to-face interviews
o Personal factual Q’s (demographic, behavioural)
o Factual Q about others
o Structural questions
o Questions measuring attitudes, gauging beliefs, asking opinions
o Questions about knowledge
Ex: What do you think of the PM?
Unlimited answers to complex questions
Allows creativity, self-expression, detail, clarification,
Reveals logic, thoughts, frame of reference
Statistical analysis difficult
Verbatim note-taking more time
Ex: Is the PM doing a…
Very good job
Quick, clear, comparable answers (replicable)
Sensitive topics Easier coding and stats analysis