Primary Data Collection

Question 1

Two types of data

Answer 1

1. Qualitative data
2. Quantitative data
   • discrete
   • continuous

Question 2

Levels of Measurement of Data

Answer 2

• Nominal data
• Ordinal data
• Interval data
• Ratio data

Question 3

Nominal Level Data

Answer 3

‘Lowest’ a.k.a most basic measure of data

No particular order to the labels

E.g. Classifying M&M’s by colour

Mutually Exclusive

Exhaustive - each item must appear in a category

Question 4

Ordinal Level Data

Answer 4

Level higher than nominal

Mutually Exclusive & Exhaustive

Ranked/ ordered according to the particular trait they possess

E.g. superior, good, average, poor, inferior

Question 5

Interval Level Data

Answer 5

Level higher than ordinal

Difference between values is a constant size

Zero is just a point on the scale. It does not represent the absence of the condition.

Scaled according to the amount of the characteristic they possess

E.g. Temperature

Question 6

Ratio Level Data

Answer 6

Highest level of measurement

Zero point is meaningful - it reflects the absence of the characteristic

The ratio between two numbers is meaningful

Question 7

Simple random sampling

Answer 7

A sample is selected so that each item in the population has an equal chance of being selected
e.g. names in a hat
table of random numbers

Question 8

Systematic random samopling

Answer 8

Items or individuals of the population are arranged in some way, e.g. alphabetically. A random point is then selected, and then every kth member of the population is selected from the sample

Question 9

Stratified random sampling

Answer 9

A population is divided into subgroups, called strata, and a sample is selected from each stratum. Either a proportional or non-proportional sample can be selected. In proportional sampling, each stratum is in the sample proportional as in the population

Question 10

Cluster sampling

Answer 10

With cluster sampling, the researcher divides the population into separate groups, called clusters. Then, a simple random sample of clusters is selected from the population. Every member of the cluster is then sampled

Question 11

Quota sampling

Answer 11

Sample whoever you meet until the quota is filled

Question 12

Error in Surveys: Sampling Error

Answer 12

It is unlikely that the mean and standard deviation of the sample will be identical to the mean and standard deviation of the population.

The difference between the sample statistic and the population parameter is called sampling error.

Question 13

Sampling Error

Answer 13

Sampling Error

Random Sampling Error
Error due to chance, may need to increase the sample size

Non Random Sampling Error
Target population not properly identified

Question 14

Non-Sampling Error

Answer 14

Non Sampling Error
Non-Response Error
If non-respondents differ systematically to respondents then we cannot generalise or make assumptions about the population based on the sample
Remedies include
Call backs or follow ups
Reducing the cost to the respondent
Inducements
Good survey methods

Question 15

Types of questions

Answer 15

1. Dichotomous
2. Multiple choice
3. Open ended

Question 16

Dichotomous Questions

Answer 16

Allow for two answers only; for example true/false, yes/no, male/female etc.

Examples: 
Are you living in student accommodation 	
Yes or No
Are you				
Male or Female

It is important not to overuse dichotomous questions where there might be middle ground or a “don’t know” answer

Question 17

Multiple Choice Questions

Answer 17

Respondents can choose from several indicated possibilities (included in this category are those questions which may ask the respondent to rank choices).

It is important that the possibilities are both ‘comprehensive’ and ‘mutually exclusive’ (that is every respondent should, unless otherwise stated be able to pick one and only one of the possibilities)

Question 18

Open Ended Questions

Answer 18

The main advantage of this type of question is that it allows for an infinite number of divergent answers.

This, however, is also their greatest disadvantage, as the responses to such questions are the hardest to process and analyse.

Therefore one needs to be wary not to use too many on any one questionnaire.

Question 19

Advantages of Questionnaires

Answer 19

Allows contact with otherwise inaccessible respondents
Incentives may be used
Low cost option
Larger geographical area does not increase costs(by email)
Minimal staff – not labour intensive
Anonymous
Respondents have time to think about answers

Question 20

Disadvantages of Questionnaires

Answer 20

Low response rates
No interview intervention
Cannot be long or complex
Accurate mailing list required
Perhaps directions needed if questionnaire is on internet.
Reponses can be skewed, ie biased.