PART 3
                        CHAPTER 6
           Methods of Data Collection
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    © Oxford Fajar Sdn. Bhd. (008974-T), 2012          6– 2
                LEARNING OUTCOMES
    After studying this chapter, you should be able to:
     Understand the difference between qualitative and 
       quantitative methods of data collection
     Describe various types of data collection methods, 
       and state their uses and limitations
     Use an appropriate method or a combination of 
       different methods for data collection
     Identify ethical issues involved in business research 
       and the ways of ensuring that research informants 
       or subjects are not harmed by the study
    Business Research Methods                       All Rights Reserved
     © Oxford Fajar Sdn. Bhd. (008974-T), 2012              6– 3
               6.0  Introduction
      The task of data collection begins when research 
        problem has been defined and research design has 
        been set out for the study.
      Secondary and primary research
      The methods of collecting primary and secondary 
        data differ since primary data is to be originally 
        collected, while in the case of secondary data, the 
        data collection is simply a compilation from the 
        available published source(s).
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     © Oxford Fajar Sdn. Bhd. (008974-T), 2012                 6– 4
              6.1 Data Collection Method:
                   Qualitative vs Quantitative
     The method of collecting qualitative data 
        (description of meanings rather than statistical 
        inferences) explores attitudes, behaviour and 
        experiences through methods such as interviews or 
        focus groups.
     The method of collecting quantitative data 
        generates statistics (rather than meaning) through 
        the use of large-scale survey research, using 
        methods such as questionnaires or structured 
        interviews.
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     © Oxford Fajar Sdn. Bhd. (008974-T), 2012               6– 5
                 6.1 Data Collection Method:
                        Qualitative vs Quantitative (cont.)
     Qualitative                                Quantitative
     Data involves “words”                      Data involves “numbers”.
     Research is inductive                      Research is deductive
     Researcher part of the situation or        Researcher an objective observer.
     problem.
     Interpretive analysis                      Use of statistical analysis
     Provide a depth and richness of data       Allows for generalisation
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      © Oxford Fajar Sdn. Bhd. (008974-T), 2012                                       6– 6