Data Collection Method 数据收集方法.docx

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