PRIMARY DATA COLLECTION

Collection Methods

1) OBSERVATION

a) Natural setting

b) Field experiment

Advantage minimizes response bias

Disadvantage limited to measuring behavior

time consuming

subject to investigator bias

2) COMMUNICATION

a) Personal interview

Advantage permits detailed & in-depth questions & responses

minimizes non-response

Disadvantage costly

interviewer bias

investigator bias

interviewer cheating

b) Telephone Interview

Advantage convenient

saves time

relatively inexpensive

less interviewer & investigator bias than personal interview

Disadvantage non-coverage

limited length & depth of questions and responses

c) Self-administered Questionnaire

Advantage cost effective for large areas

minimizes interviewer bias

promotes accurate answers

Disadvantage low response rates

unanswered questions

incorrect answers