Data Gathering Methods in Business: Which Ones Produce the Most Information

Data Gathering Methods

This paper provides an academically sound analysis of the strengths and limitations of two different data gathering methods: focus groups and documents/records. One of these is a frequently used method and the other is less frequently used. The content of this paper provides a rich description of each method and includes a short, simple list of the steps involved in accurately compiling data and addresses what has to be done to ensure the confidentiality of those who provided the data.

Description of Data Gathering Method #1

Focus Groups are, according to Rabiee (2004), a method "involving the use of in-depth group interviews in which participants are selected" due to their interest, expertise, and/or experience in a specific matter (p.655).. Rabiee does caution that even though the individuals have a general unified interest in a topic or issue, it does not necessarily mean they are a true representation of the notable population being focused upon. Focus groups are further described as a technique that captures data and information from a select group of individuals using a consistent pattern of questions generated by a facilitator (NYS Teacher Centers, nd., 2010).

The interactive style of the focus group format allows for a deeper understanding since there is a cross sharing of communication. This research tool allows for a different "level of insight" than that of more "unidirectional information collection devises (sic) such as observation (and) surveys" (NYS Teacher Centers, nd). Over time, the systematic methods for collecting, documenting and recording focus group results, the NYS Teacher Centers (nd) article states, have aided in the use of focus groups as research mechanism to gain respect as an "accurate and useful source of information collection.

Data Compilation Methods for #1

There are several key phases to conducting a successful focus group. Some of the first steps for compiling data is to create a list of questions and determine how to best record interviewee answers for consistency of results. Marrelli (2008) states that developing a list of questions that can be asked beforehand and ways to analyze responses is critical to the successful outcome of focus group research. The NYS Teacher Centers state that having 6-10 people in the focus group is best. This enables the researcher to gain a variety of responses without losing control. The members should be at ease with one another to ensure openness and full disclosure so it is recommended that the facilitator warrant patience when selecting participants (Rabiee (2004). It is also suggested that in order to ensure member comfort that they not know each other. This will help remove, or at least minimize any reservations people familiar with other may have.

Assurance of Confidentiality

The next aspect that will contribute a focus group's success is the collection and analysis of the gathered results. There a number of ways to ensure consistency and structure, one of the qualitative methods is called framework analysis. This will be described here due to its ease of use and definitive inner-linked process steps. Rabiee (2004) describes the steps below(p.657):

1. Data collection process is to be a set of recorded consistent responses. Themes need to be observed on the macro level before a procession to break them down

2. Themes and observations are identified and recorded, while "descriptive statements are formed".

3. Sort, categorize and document the responses. Note any quotable phrases obtained during the interviews.

4. Arrange quotes and data into uniform logical pattern

5. Review and analyze meaning of results

.

Description of Data Gathering Method #2

A second data gathering method to be discussed is via Documents and records. Documents and records provide a consultant or action researcher with a historical view of an organization's performance. Documents and records can be in both digital (electronic) or wet inked hard copy paper, and can be stored in traditional archives/libraries or managed in electronic database repositories. Documents and records are quantifiable data, and many organizational documents can provide valuable information with many insights (Data Collection Methods, 2010).

Data gathering based on reviewing historical documents provides a fundamental background and foundation for the event's current position. Review of documents and records is used as a supplement to other data gathering methods such as observation. It is an unobtrusive method which can be useful for researchers that are trying to develop a strong case before making their findings public. Gathering data from records and documents provides a quantitative side to balance the qualitative data gathered by other methods such as focus groups (Data Collection Methods, 2010).

Data Compilation Methods for #2

Gathering data based on documents and records can be achieved through public record, libraries, executive libraries, policy and procedural manuals, business journals, and annual reports. Any form of written historical data can be used and interpreted (Data Collection Methods, 2010).

Possible sources of organizational data include: written organizational goals and objectives,

manpower inventories, organizational climate indexes, analyses of efficiency indexes, job descriptions and performance appraisals, reports on exit interviews, business journals and announcements about changes in equipment (Martin, 2000).

Assurance of Confidentiality

Data gathering by means of document and record analysis is confidential in the sense that it can be done mostly without the knowledge of others and the information is usually public or published rights reserved information. This information, if achieved from business journals, has already been analyzed and thus does not need a second interpretation that could lead to misinterpretation. If data gathered is from a secure source then a confidentiality agreement should be discussed (Martin, 2000).

"While confidentiality is always an issue when collecting data from an organization,

it may be especially relevant when this method of data collection is employed. Because of the

sensitive nature of some documents, the consultant should reach agreement with the client

during contracting concerning which employee and organizational documents should and

should not be examined or used in the project" (Martin, 2000, p. 342).

Comparison of Both Methods

Focus Groups

There are a number of advantages to using focus groups. They include:

1. Deeper understanding of the issue and/or organization due to the in-depth feedback received.
2. Ability for the group to enhance responses due to other answers heard in the group
3. Facilitator bonding promotes more in-depth and less inhibited responses
4. Group dynamics encourage opposing and new concepts to be considered
5. Relatively quick and easy to capture a lot of data at once
6. Relatively simple and fast preparation process
7. Generates organizational change and improvement due to the voice of the many verses voice of the one (Marrelli, 2008).

Though the advantages are many, there are a number of disadvantages as well:

The purpose of this section is to analyze the cons associated with the focus group methodology as a research tool. The focus group methodology has been defined as a "carefully planned series of discussions designed to obtain perceptions on a defined area of interest in a permissive, non-threatening environment" (Krueger and Casey, 2000. P.5) Focus groups were designed originally as a marketing research tool and has been adapted for research in many fields such as medicine, social settings and community development programs. In order for researchers to use focus groups properly it is noteworthy to understand that focus groups share features common to group discussions. These common attributes influence some researchers to select focus groups for improper uses. Research conducted by Allen, Larson, and Schuck (2004) show focus groups are not a tool for building consensus, educating, or evaluating the impact of an educational event. Focus groups are not appropriate for these applications because the method relies on an open, trusting environment that does not attempt to persuade or coerce people's opinions. Any attempt to build consensus has the potential to discourage divergent thinking. Diversity of ideas is crucial to the creditability of data produced by a focus group. Focus groups are sometimes used to measure the extent to which individuals have learned technical information. This is not a good use. The interaction of members in a focus group leads to an incomplete or distorted picture of an individual's competence according to Allen, Larson, and Schuck (2004).

Documents and Records

Disadvantages of using documents and records as a data gathering technique are as follows:
1.Access, retrieval, analysis problems can raise cost (Harrison, p.21)
2.Validity, credibility of some sources and derived measures can be low (Harrison, p. 21,22)
3.Need to analyze data in context (Harrison, p. 22)
4.Limited information on many topics (Harrison, p. 22).
5.Personal contact between consultant and the client is limited (Martin, 2000).

Documents and records are mostly like other types of information. They are motionless objects and evenhanded to whom their users are. The user or the reader of the documents and records are responsible for discovering or obtaining documents and records as well as getting access to them and decide on the importance of them. Documents and records can be physical or electronic; however, in the end, it always consists of information that is used to relay information or to communicate to others (Martin, 2000).

Advantages of using documents and records as a data gathering technique are as follows:

1) They are inexpensive - It does not cost much, if not anything, to put information in a document and record (Barry, 2002).

2) Voluntarily available when needed - Organizations that utilize documents and records data gathering method can use documents when needed and stored it back when finished at their own convenience. Provides visual diagrams, forms, or charts - Some documents and records display charts and diagrams, which can help give reader better quality information and understanding (Barry, 2002).

Summary/Outcome

Data gathering can be done in numerous ways. The two ways discussed in the focus paper are through focus groups and documents and records. Although both have their own advantages and disadvantages focus groups are more commonly used because they offer a well-rounded view of information based on real life situations by real life people while analysis of records and documents is just supplement to the other data collection methods (Data Collection Methods, 2010).

Since the business ultimately relies on the consumer to determine the success of their product, it would make sense that a jury of consumers reviewing the product before release is crucial to its success. This analogy can apply to services and projects as well. Focus groups provide valuable insight that might otherwise have been overlooked. Ultimately, the most successful method of gathering data is using a combination of methods that best suit the organizational needs and type of information desired.

References

Barry, R. (2002). Managing distinctions: enterprise information, document, records, knowledge

and content management. Records and Information Management Review, 18(2),

Retrieved from: http://www.mybestdocs.com/barry-r-rimr-distinctions.htm .

Data Collection Methods. Retrieved on July 26, 2010 from: http://www.sagepub.com/upm-

data/10985_Chapter_4.pdf.

Harrison,M, I (2005), Diagnosing Organizations: Methods, Models, and Processes, 4^th Edition,

Sage Publications, Inc.

Larson, K., Grudens-Schuck, N. Allen Lundy, B. (2004). Can You Call It a Focus Group?

Ames, Iowa: Iowa State University Extension, retrieved from: http://www.extension.iastate.edu/Publications/PM1969A.pdf

Larson, K. Schuck Grudens, N. Allen Lundy, B. Larson, K. (2004). Focus Group Fundamentals.

Ames, Iowa: Iowa State University Extension.

http://www.extenison.iastate.edu/Publications/PM1969B.pdf

Marrelli, Anne. (2008 April). Collecting Data Through Focus Groups. Performance Improvement, 47(4), p.39-45.

Martin, L, A, (2000), Effective Data Collection, Total Quality Management (11) 3 p. 341 -344

New York State Teacher Center. (n.d.) Focus Group. Retrieved July 23, 2010 from: http://www.programevaluation.org/focusgroups.htm

Rabiee, F. (2004). Focus-group interview and data analysis.Proceedings of the Nutrition Society, 63, p.655-660.