6.

COLLECTING
DATA
 EVALUATION DATA SOURCES

VALIDITY
- The data source is able to meet the purpose of the
investigation.
- The information is appropriate and accurate
RELIABILITY
- dependability, trustworthiness
PRACTICALITY
- cost, time and convenience in using a data source

- *refer to page 72 - 83
 SECONDARY DATA
1. LIBRARY
• books, magazines, journals, encyclopedias, etc
2. DATABASE
• a collection of files integrated into a file system
(computerized catalog system)
• Eg: Ohio College Library Centre Database allows
you
to search for books by name of author, title or
both
3. INTERNET
• Yahoo, Google
 PRIMARY DATA
1. COMPANY DOCUMENTS AND RECORDS

• They provide factual and historical information

about the company
• Eg: sales, invoices, contracts, etc
• Advantages – not expensive
• Can be adapted to specific problem
• Eg: past sales figures can be used in analyzing a
decline in sales
 PRIMARY DATA
2. CONDUCTING EXPERIMENT

• You can manipulate the factor you want to test and hold
the other factors constant to see the outcome is affected.

• Eg: You want to know whether discount is one of the

factors for the increase of sales of a certain product.
Therefore, you give discount then compare the sale before
and after discount.
 PRIMARY DATA
3. CARRYING OUT OBSERVATION

• Observation is used for studying activities, events or

process.
• It does not tell why things are the way they are. It just tells
what happens.
• Eg: You see many people are buying Pantene. You just
watch the situation. You can only know why if you ask the
customers. You need to know how many times to observe,
where and when.
* Refer to page 77
 PRIMARY DATA
4. INTERVIEW
• face to face or telephone interview

5. QUESTIONNAIRE SURVEY
• Personal survey- give the questionnaire to the respondents
personally
• Mail – send through email/post questionnaire

*refer to page 76 - 83
SAMPLING METHODS
• Sampling = selecting units (people/organization etc)
from a population so that by studying the sample we
may generalize the result fairly.

• Number of respondent
• Too small - less reliable
• Large - more reliable

• 2 types of sampling:
 SAMPLING

NON
PROBABILITY
PROBABILITY

Simple Systematic Stratified

Quota Judgment
Random Random Random
 PROBABILITY SAMPLING

• each member of the population has the chance

to be selected

1. SIMPLE RANDOM
• Randomly pick the subject
• Eg: The company want to analyze 100 clients but
there are 1000 clients. Thus, the company will
write all the names and draw lots.
 PROBABILITY SAMPLING

2. SYSTEMATIC RANDOM SAMPLING

• Randomly selected
• Interval=space between 2 subjects
• Eg: list name 1-10, you pick the name every 2
subjects which means person who’s the name is
at no 2,4,6,8, 10 will be selected as the sample.
 PROBABILITY SAMPLING

3. STRATIFIED RANDOM SAMPLING

• Divide the population into sub-groups based on

certain criteria then randomly select the subjects
• Eg: Divide 8000 students of UUM into males
and females. There are 70% females and 30%
males. Let say respondents needed are 1000 so
there will be 700 females and 300 males.
 NON- PROBABILITY SAMPLING
• No equal chance of being selected
1. QUOTA SAMPLING
• Select subjects based on their actual proportion.
• Researcher is given quota of particular types of people to
interview.
• The population is segmented into mutually exclusive sub-groups
just in stratified sampling.
• Then judgment is used to select subjects from each segment
based on the specified proportion.
 NON- PROBABILITY
SAMPLING
• Eg: Group 1- 21 years old and below = 40 people
Group 2- 22 years old and above = 60 people

• Researchers may be told to sample only 50 people.

• There must be 20 from group 1 and 30 from group 2.
• Thus they simply pick the first 20 and 30 name from the
names list.
 NON- PROBABILITY
SAMPLING
2. JUDGMENT SAMPLING

• Select only subjects that have required

characteristic.
• Eg: A researcher wants to find out how female
students use their PTPTN money.
• Thus female will be the subject no matter what
their ages are.
QUESTIONNAIRE
CONSTRUCTION
• Validity= the extent the questions measure what they are
supposed to measure

OPEN-ENDED QUESTION

• Free answer, no specific answer given

CLOSED-ENDED QUESTION

• Specific answers are given

• Validity= the extent the questions measure what they are
supposed to measure

2 TYPES OF CLOSED-ENDED QUESTION:

DICHOTOMOUS QUESTION:
• 2 choices of answers given : Yes or No

MULTIPLE CHOICE QUESTION

• 3 or more answers given
CONSTRUCTION OF QUESTIONS

In constructing a questionnaire, these elements must be taken

into considerations:

PHRASING OF QUESTION

ANSWERIBILITY

QUESTION STRUCTRES

SCALING TECHNIQUES
 PHRASING OF QUESTION
Avoid asking these type of questions:
1. LEADING QUESTION
• lead a respondent choose an answer
• Eg: A good daughter should work to support the family-
Yes __ No __
Most respondents will choose Yes as an answer.
• Would you vote for Steven who has been known for his scandals
and his breaking of campaign promises? Yes__ No__
• Most respondents will choose No as an answer.
You can ask an open question like: Who will you cast your vote for?
Could explain your answer in detail?
 PHRASING OF QUESTION

2. MULTIPLE-CHOICE QUESTION IN 1 QUESTION

• asks for 2 types of info in 1 question

• Eg: Do you think too much sleep and unhealthy diet can
cause obesity?
Yes _____ No_______

• The respondents will be confused to answer.

• You may ask in two different questions to get an accurate
data.
 PHRASING OF QUESTION
3. OVERLAPPING QUESTIONS
• The answer given overlapped each other.
• Do you eat cooked fish or fried fish?
• What is the cause of obesity?
A) Unhealthy food B) junk food

4. VAGUE QUESTIONS
• have unfamiliar term to respondents
• Eg: Do you consume analgesic?
• Do you have any Felis catus?
 ANSWERIBILITY
1. QUESTION EMBODYING HIDDEN ASSUMPTION:
• Do not assume that the respondents possess certain behavior,
habit, etc
• Eg: What type of music do you like?
*What if the respondent does not listen to music? How can he
answer?
2. RECALL DEPENDENT QUESTIONS
• Do not ask the respondents to recall certain things that happen
long time ago.
• Eg: Where else did you go to shop last month apart
from Mydin?
 ANSWERIBILITY
3. PERSONAL QUESTION:

• Ask about personal things

• Eg: Do you snore when you sleep?
• Why did you ask your husband for a divorce?

The respondents will be reluctant to answer.

 QUESTION STRUCTURES
1. HOP AND SKIP QUESTION
• Eg: Do you have any teddy bear? If yes please go to
Question no 3.

2. QUESTION WITH LIMITED CHOICES/ANSWERS

• Answers given are limited
• Eg: Which newspaper do you read?
• Sinar__ Metro __ Utusan__
• If the person only reads Berita Harian, he/she will not answer.
 SCALING TECHNIQUES
Scaling techniques that can be used:
1. RANKING
• Gives number to each item in order to arrange them
in a rank
• Eg: Rank from 1 for most interesting course to 5 for the most
uninteresting course for the following courses.
2. RATING
• Gives specific quality to a certain thing
• Eg: Strongly agree, Agree, Disagree, Strongly Disagree
• Eg: Excellent, Good, Poor, Very Poor
• Eg: Very satisfied, Satisfied, Dissatisfied, Very dissatisfied