DATA COLLECTION METHODS
There are a number of methods available to the researcher for collecting data. The commonly used data collection methods can be divided into three basic types:
- personal interview,
- self enumeration, and
- telephone interview.
- computer assisted personal interviewing (CAPI),
- computer assisted self- interviewing (CASI) which includes web and email forms, and
- computer assisted telephone interviewing (CATI).
FACTORS AFFECTING CHOICE OF COLLECTION METHOD
Complexity of Topic
The depth and complexity of the topic to be covered and, in particular, the nature and form of the questions, will often dictate the collection method to be employed. The likely quality or length of the response sought may also influence the choice of collection method. For instance, it is often difficult to obtain answers to complex questions using telephone surveys, whereas self-administered surveys can include detailed explanatory notes, and personal interviews with the aid of such features as show-cards can often yield a more detailed response. For surveys with complicated sequencing, an electronic version that performs this sequencing well is preferable to a paper version.Types of data
Non-response
The quality and reliability of survey data can be significantly affected by the degree of response to a survey. Although it is very rare to achieve a 100 per cent response rate for any survey, the choice of collection method can significantly influence the response rate obtained. Personal interviews can achieve a better response rate than mail surveys or telephone surveys because it is more difficult to refuse to a person's face. However other factors such as whether the survey is compulsory, whether it is repeated and how the follow-up is conducted can mediate the effect of method on response.Respondent Preference
How the collection method fits in with the life style or working style of the respondent should influence what collection method will be used, as this will increase respondent motivation. For example, the Retail Business Survey works well as a CATI survey in part because the respondents do much of their business over the phone and therefore are comfortable with this method. Some respondents have a strong preference for completing their forms electronically, and since the Electronic Transaction Act (July 2001) came into effect, respondents can insist on their right to do this for ABS surveys.Resources Available
When human resources, money or time are limited, the researcher may choose to use a less appropriate collection method in order to boost the number of responses or get the responses more quickly. Such an option is often in conflict with the quality requirements of the survey. To compromise, a planned reduction in data quality, a reduction in coverage or using a less systematic way of choosing a sample, might be alternatives presented to the researcher. The researcher might also seek resources or cost savings elsewhere.Sampling Frame and the Population
The type and quality of the sampling frame may influence the choice of collection method. For example, if the target population includes the homeless, a mail survey is not suitable. The characteristics of the population may also influence the collection method. If we are interested in doing a survey which includes shift workers and other people who are not home during the times an interviewer could reach them, then a mail survey would be more appropriate than an interview.PERSONAL INTERVIEWS
Personal Interview - Face to Face
In the ABS personal interviews are used mostly for household social surveys. Personal interviews involve a trained interviewer going to the potential respondent, asking the questions and recording the responses. Because of the interaction involved when the interviewer is present, this method of data collection is effective in terms of:- establishing rapport,
- high response rates,
- conducting surveys which require complex sequencing.
Computer-Assisted Personal Interview
When performing a computer-assisted personal interview (CAPI), the interviewer takes a laptop computer to the interview and codes the data into the computer as it is provided. This technique allows;- more flexibility to move around the form and skip questions
- some edit checks to be carried out at the time of the interview, thus improving data quality, and
- (because of the above reasons) the overall timeliness of the survey is improved.
SELF-ENUMERATION METHODS
In the ABS self-enumeration methods are mostly used in surveys of businesses. Self-enumeration surveys are those in which it is left to the respondents to complete the survey questionnaires. The following are three of the most common self-enumeration methods.Postal/Mail Survey
Questionnaires are mailed out to respondents with a return-paid envelope so that the respondent can mail back the completed form. This technique allows:- the respondent is able to complete the questionnaire in their own time and not all in one session,
- the respondent can then check records and with other people,
- more detailed instructions and explanations can be included for better quality data,
- wider geographic areas can be covered for far lower cost than personal interviews,
- allows access to 'difficult-to-contact' respondents (those people who only provide post office boxes as addresses or are away from home a great deal).
Dropoff-Mailback and Dropoff-Pickup
Electronic Form or CASI
An electronic form (eform) is an electronic version of the questionnaire that can be sent to the respondent's computer via email or accessed from the World Wide Web. The data entered onto an eform can be edited as it is entered, thus improving data quality. The use of electronic returns also produces a faster response than other self-enumeration methods. Questions can also be sequenced so that only the questions relevant to the respondent are visible. The disadvantages are: increased cost for development of the forms, maintenance of the related systems and security, and the absence of well-established design standards. Also, this technique requires respondents to have compatible computer software and help-desk type staff can be necessary to support the use of the form. Electronic forms on disk or CD are also sometimes used in mail-out or drop-off surveys instead of a paper form.TELEPHONE INTERVIEWS
Telephone Interview In the ABS telephone surveys are used for both household and business surveys to some extent, however telephone data collection methods are used more widely for intensive follow-up and post-enumeration tests. Telephone interviews involve potential respondents being telephoned and asked the survey questions over the phone. This technique:
- reduces costs, compared to personal interviews, as fewer interviewers are needed and there are no travel costs involved,
- produces more timely results, and
- call-backs for people 'not-answering' and follow-ups for additional information are relatively quick and inexpensive.
Computer-Assisted Telephone Interview
Computer assisted data collection methods can also be used in telephone surveys. Computer Assisted Telephone Interviewing (CATI) involves responses being keyed directly into a computer by the telephone interviewer. This technique allows for:- some editing to be carried out immediately (which improves the data quality and decreases processing time),
- 'call scheduling' to take place. Respondents can be called at convenient times or when data is available. Also, if the phone is engaged, the system will reschedule the call, and
- questions to be sequenced so that only relevant questions are visible to the interviewer (therefore reducing interviewer errors).
- monitoring of interviewing staff so that consistency of performance is higher.