Data gathering is a valuable process in every research in the fields of humanities, social sciences, and business. Quality data can help organizations work effectively. Relevant and high-quality data helps us make good choices; it helps in good analysis. Good data answers valid questions and helps in the evaluation of hypotheses and questions. In any field, quality of data collection is important to maintain integrity of research. Data collection methods can collect quantitative as well as qualitative data.
Data collection in the field of psychology is inevitable. Psychologists and research scholars try to describe, explain, and predict humanâ€™s behavior with the help of many research techniques like observation, experimentation, case studies etc. Mainly, they use this data to make predictions, evaluate differences, study choices of individuals. For example- A researcher may want to assess the differences for color preferences between male and female subjects. The data collection techniques can be categorized in two types. It can be subjective/qualitative which may include focus group interviews, projective techniques. The quantitative/ objective ways of collecting data include surveys data, observation, and experimentation.
Observation involves minutely watching, listening, and noting details of behavior. Observation can be naturalistic or systematic/laboratory in nature. In naturalistic observation, participants are observed in a natural setting. Participants in the study may or may not know that they are being observed. In laboratory observation, the researcher has total control over the situation. Participants are aware that they are being observed. Observation provides detailed information about the nature and frequency of behavior. But researchers cannot determine cause and effect relationships. Participants may change their behavior as soon as they know that they are being observed. Another drawback is that the observer can only observe things which he wants to confirm as per his belief. Hence, precise planning and scope of observation should be determined initially. For example- a researcher might want to observe the frequency in which college students touch each other on the college campus, for which he will determine the objectives, method of taking notes, and recording frequencies.
Surveys can gather a large amount of data in an affordable cost. They are used to know the opinions, preferences, and attitudes of people. They are useful for studying social behavior. For example: – For an upcoming election, many websites are conducting surveys to forecast the chances of winning candidates by asking people fill their surveys and give preferences. The advantage of survey method are, its low cost and large sample, they are easier to administer than an experiment. A variety of data can be gathered which cannot be gathered through any means otherwise. For example- information regarding traits, beliefs, behaviors, preferences can be obtained. They are flexible and can be standardized in nature. But there are many possible biases on the participantâ€™s part, as it is totally dependent on their honesty, integrity, mood, memory, and interest. There is a possibility of getting socially desirable answers.
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