Essentials of Business Research Methods, 5th Edition

8 Methods of Collecting Primary Data

DOI: 10.4324/9781003363569-11

Learning Outcomes

1. Provide an overview of the different data collection methods.
2. Describe differences between qualitative and quantitative data collection.
3. Understand the differences between observation and interview methods.
4. Explain the role of the various interview methods in obtaining data.
5. Assess the use of self-completed versus interviewer-completed surveys.

Researchers describe and explain phenomena that exist in the business world. To do so, they examine, for example, demographics, behavior, attitudes, beliefs, lifestyles, and expectations of consumers or organizations. Researchers need data to fulfill their role. Primary data is collected by means of one or more ...