Data Collection Method 数据收集方法.docx
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Data Collection Method 数据收集方法.docx
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DataCollectionMethod数据收集方法
OutlineforMHR811Session6(2/12/07)
DATACOLLECTIONMETHODS
ASSIGNMENT:
I.ReadTrochimchapter6andreviewsections4-2and4-3fromchapter4.
II.ReadandbepreparedtodiscussTheNewspaperReadershipSurveyandSturgelDivisioncasespostedwiththisoutline.
III.Reviewthehandoutpostedwiththisoutline.
V.VisitandexplorethewebsiteofMercatorCorporation’s“Snap”surveysoftware(http:
//www.mercator.co.uk).Whataretheadvantagesanddisadvantagesofusingtechnologyratherthanpeopleorpaperfordatacollection?
SESSIONOUTLINE:
I.DataCollectionOverview
A.IssuesandOptions
B.Wheretogetdata
II.DataCollectionMethods
A.Interviews
B.Questionnaires
C.OtherInstrumentAdministration
D.Observation
E.ExaminationofRecords
III.SelectingaMethod
POSSIBLEFINALEXAMQUESTIONS:
1.Whatarethemainconsiderationsinselectingthemostappropriatedatasource?
2.Describethemainadvantagesanddisadvantagesofusingthe________(e.g.,questionnaire)methodofdatacollection.
3.Ifyouweretouse__________(e.g.,observation)fordatacollection,whatarethekeyconsiderationsinusingthatmethod________(e.g.,inperson)versus_________(e.g.,videomonitoring).
4.Givenabriefdescriptionofwhatneedstobemeasuredforastudy,indicateandsupportyourchoicesforwhotogetthatinformationfromandwhatmethod(s)ofdatacollectionyouwouldusetodoso.
Case-TheNewspaperReadershipSurvey
InHR(oranyapplied)research,youneedtoaccepttheworldasitis,notasyou’dlikeittobe.Theidealsubjectisthoughtful,articulate,rational,andaboveall,cooperative.Realpeople,youquicklydiscover,arefractious,stubborn,ignorant,andevenperverse.Neverthelesstheyarewhoyouhavetoworkwith.
From100feetaway,EricBurbidgesawthatthenumber99buswasfilthy.Itwouldsmellontheinside,hewassure.Fortyriders,mostlyblue-collarmen,weredocilelylineduptoboard.Somewereidlythumbingthroughnewspapers--Good!
Verygood!
--somewerechatting,andtwowereruminatingslowlyonherosandwiches,whichhesupposedtheyhadpickedupatthetavernacrossthestreetfromthebusstation.
Burbidgesweptpastthequeuedpassengers,takingcarenottomakeprematureeyecontact,andbrusquelyrappedhisclipboardagainstthebus’sfoldingdoor.Thedriversnappedthedooropen,andBurbidgeheavedhimselfupontothebus.Noonetriedtofollowhimup,whichhewouldnothaveallowedanyway,asheneededtimetointerrogatethedriver,toseeifthemanwouldbeofanyhelp.
“Goodevening,driver.IamMr.Burbidge,andIamherewithpermissionfromheadquarters.”
“Thatfigures.Wedon’tseemanysuitsonroute99.”
“Iamconductingascientificsurveytodeterminethedemographicsandnewspaperreadership,ifany,ofridersonthisroute.Mycompanyistryingtodeterminewhetheritwouldbeworthwhiletopurchaseadspaceonyourbussesforourjobopeningsand,whilewereatit,inwhichlocalnewspaperweshouldplaceourhelpwantedads.”
“Yessir,”murmuredthedriver,withoutenthusiasm.
“Accordingtoourrecords,youhavebeenadriveronthisveryrouteforfiveyears,andsoyoumayhavenoticedthatthisrouterunsnorth-to-southequidistantlybetweenthetwincities...”
“Therouterunsnorth-south,cleansplitsthelinebetweenEastCityandWestCitywithonecityontheeastandtheotheronthewest.Yessir.Icaughtontothatlongago,sir.Ifyouwanttogettoonecityortheother,youtransfertoanotherbus.Rightupthereontheroutemap,sir.”
“Asaresearcher,”saidBurbidge,“Itakenothingforgranted,butinsteadrelyonscientificmethodology.TothatveryendIhavepreparedthissurveyofyourriders,whichwithyourcompletecooperationIhaveselectedtopassoutalongthisroute,onthisday,atthistime.”
“Newspapers,yousay,”saidthedriver,showingaflickerofinvolvement.“Icouldtellyouquitealotaboutthosenewspapers...”
“Notrequired!
Thisisascientificsurveyofridersonroute99,andanecdotalinformationisnotappropriate.WhatIrequireofyouistoletthepassengersupontothebussoImaygivethemthesepencilsandsurveys,andthentorefrainfromswervingorunnecessarilyagitatingthebuswhiletheyarefillingoutmysurveys.Doyouthinkyoucanmanagethat?
”
“I’dbetterturnontheinsidelights,don’tyouthink?
”
“Well,ofcourse,turnonthelights.Thatgoeswithoutsaying.”
Thepassengersboardedslowly,exchangingpleasantrieswiththedriver.Theywerequitealittleclan,Burbidgecouldsee.Thebusrolledsteadilynorthward,andBurbidgewaspleasedtoseethatridershunchedoverhisonepagesurvey,thoughhewasstruckbyhowlongittookthemtoanswerthesimplestofquestions.Aseachcompletedthesurvey,heorsheshylyshuffledforwardandprofferedittoBurbidgewithoutcomment.
Justwhenhesensedeverythingwasgoingaswellasmightbeexpected,twomenstoodup,oneinthefrontbythedriver,oneintherear,andspreadtheirlegsandstraddledtheaisles.Aballofnewsprintwastossedintotheaisle,andthepassengersbeganwhoopingandbattingthepaperforwardandback.“Whatisthis,driver?
”demandedBurbidge.
“Hockey.Theyareplayinghockey.Theideaistoknocktheballbetweenthisguy’slegsorthatguy’sintheback.”
“Aren’tyougoingtostopthem?
”
“Noharmdone.Theseareafriendlybunch.Bigsportsfans.Infact,”saidthedriver,whosevoicehadgainedenthusiasm,“theEastCityprohockeyteamisplayingtonight,sowhenIcleanoutthebus,mostofthenewspaperswillbetheEastCityGazette.”Herattledon,contributingtoBurbidge’sannoyance,explainingthattheriderslikedtostudythenight’sgameinadvance,thebettertodiscussitamongthemselves,sonewsstandsaleswerebriskintheterminal,butonlyforthenewspaperthatdidthebetterjobofcoveringthesportdujour.“Ofcourse,tomorrownightthereisprobasketballinWestCity,andmostoftheriderswillpickuptheWestCityTribuneatthenewsstands.”
“That’simpossibletoaccept,”shoutedBurbidge.“Suchbehaviorwouldbiasmyscientificsurvey,whichasksforthepapertheymostrecentlypurchased!
”
"Well,youhadbetteracceptit,becauseI’vebeencleaningoutthisbusforfiveyears.It’stheGazettebeforehockey,andtheTribbeforebasketball.Thisisahockeycrowdtonight,whichmeansextraGazettes.”
Burbidgewasmortifiedandhopedhewasn’trevealinghisdistresstothedriver.Surelythedriverwouldnotunderstandtheconsequencesofthispredicamentinbiasingthesurvey.Butthedriveradded,“Course,inthemorningsthesefolksbringthepapersthatthenewsboystossontheirlawns,soyoudon’tseesuchasituation.”
“Thatisverydifficulttoaccept,driver.Itmeansthatbychoosingbetweensamplingthisroute--morningorevening--Igetasystematicallydifferentsetofresults,andbychoosingahockeynightorabasketballnight,Ifurtherinclinetowarddifferentresults.”Burbidgewasthinkingoutloud,almostinatrance.
“Naturally,”agreedthedriver,withirritatingenthusiasm.
“Ifyouarefurnishingmewithreliableinformationdriver,thenthegeneralizabilityofmysurveywouldbecontingentonwhetherIrideinthemorningorevening,ontheprofessionalsportsscheduleonaparticularnight,andontheseasonoftheyear.”Hewasreconsideringthewisdomofthissurvey.
“That’spartofit,yessir.”
“Partofit?
Partofit?
Youmean,there’smore?
ThereissomethingelseIhaven’tthoughtof?
”
“Well,yessir,because,yousee,mostofthesefolksonthe5:
15busareEastCityfolks,andmostofpeopleonthe5:
45busareWestCityfolks,soyouroutcomeswouldnaturallydependonwhetheryoutookasurveyonthe5:
15or5:
45bus.”
Burbidgewasshakenandnolongerabletomusteravigorous‘impossibletoaccept.’“Howcanthisbe?
Tellme.”
“Well,yousee,the5:
15busonthisroute--theoneyouareonnow--getstoBoghtCornersat5:
55,andtheEastCityfolkstransferontotheeastboundbusthatiswaitingthereforthem.MostoftheWestCityfolkshangoutinthebaracrossthestreetfromtheterminal,getonthe5:
45bus,andrendezvousat6:
25withthewestboundbusatBoghtCorners.”
“Imightaswellhavestayedhome,”Burbidgecriedindespair.
ThedriverstoppedthebusandswiveledtofaceBurbidge.“Wouldn’tthathavebeenapity,sir,asIwouldhavebeendeprivedofthisexcellentlessoninscientificresearch.”
Adaptedfrom:
Cooper,D.R.&Schindler,P.S.(1998).BusinessResearchMethods,6thEdition.Irwin/McGraw-Hill.
Case-SturgelDivision
YoupickupthephonetotakeacallfromMartha,theInformationServices(IS)managerfortheSturgelDivisionofamajormanufacturingcompany.Sturgeldevelopsandmanufactures(mostlysmall)householdappliancesona230-acresiteinthesoutheastpartoftheUnitedStates.“Ijustputthefinishingtouchesonmyannualstatusreport”Marthabeginstoexplain.“Writingitalldown,Icanseewe’vechangedalot!
ButI’mnotconvincedwe’vechangedenough.”YouquicklyrealizethatMarthawantsmoreofyourassistanceinidentifyingwaystoimprovetheperformanceofherunit.
MarthahasmanagedtheISdepartmentforonly15monthsbutshehasbeenpartofthedepartmentfor9years.YouhelpedheridentifyandimplementanumberofchangesshortlyaftershewasfirstpromotedtotheISmanager.Likemostcompanies,Sturgel’sISdepartmenthasseenalotofchangeoverthelast15years.YoulistenasMarthatick=soffalistofthemajorIStransitionsthedepartmenthasdealtwithoverthelastfewyears.Theyinclude:
Fromrunningthesinglemaincomputertoprovidinginformationser
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