ABSTRACT
This chapter provides an overview of qualitative and quantitative data collection methods and describes difference between qualitative and quantitative data collection. The type and amount of data to be collected depend on the nature of the study and its research objectives. If the study is exploratory the researcher collects narrative and/or visual data through the use of focus groups, personal interviews, images, video diaries, or by observing behavior or events. As compared to the small samples generally used in qualitative research, descriptive or causal research requires a relatively large amount of quantitative data obtained through large-scale surveys or by accessing electronic databases. Until recently, face-to-face interviews, telephone surveys, mall intercepts, and mail surveys were the primary methods of data collection. The chapter also determines whether the research objectives can be achieved using secondary data, since it is already available. Quantitative data collection involves gathering numerical data using structured questionnaires or observation guides to collect primary data from individuals.
