Personal reflection on chapters 8&9
In a reflection of this chapter, I found methods of collecting data during research as one of the interesting points. In particular, the observation method of data collection intrigued me. Observation is a method that incorporates going into the research field such as a factory if the target study population is workers, or in a supermarket if the study population is made up of consumers, observing and recording what the targeted population is doing and documenting it appropriately into usable research information. Observation methods are best suited in the collection of data into non-self-reporting, which implies that the data is collected by the sole means of observation without having to engage the respondent in conversation. This method of data collection interested me due to the possibility it offers researchers in collecting data that is non-contaminated by possible self-bias in comparison to interviews where the respondents have to respond to a set of questions. Observation methods pose possible challenges for the researcher. Some of these problems might be a narrow view into the targeted behavior, where the researcher fails to appreciate the bigger picture governing the action of the observed population. In order to appreciate the full advantage and the disadvantages of observation as a method of carrying out research, the different observation methods must be evaluated. Observation is in most instances conducted in uncontrolled settings/ natural setting, but it is also possible to carry out observation in controlled settings where the variables are carefully altered and the relationships between the cause and the effect observed. Additionally, the observation can be of a participant observer or a non-participant observer. In the case of participant observer, the researcher plays a part in the daily activities of the research target group and gathers data while involved as such. In non-participatory observation, the researcher gathers the information while out of sight of the targeted study population. Cameras and mirrors are valuable tools in attaining this end. This method is fascinating as it reveals the amount of data that company or government agencies have the potential of unlocking by using CCTV security cameras as research tools.
Question
The utility of observation as a research tool is obvious. The amount of data that the researcher obtains from this method of research is pure/ non-contaminated by the individual bias that is present in the case of interviews or where response to the questions raised by the research question is in person. However, the researcher has to posses some high skill in interpreting data and phenomena in order to deduce the correct conclusion from the observation made. For instance, in observing the methods of consumption of college students for instance, a researcher notes that the students are likely to buy alcoholic drinks in the retail store along with their other shopping. While it is an indication of consumption of alcoholic beverages amongst college students, how would the researcher interpret the information to avoid making the wrong conclusion that college students are drunk, while the students hypothetically make this purchase only once, at the beginning of the term?
The other interesting point if found in the chapters is the Questionnaire method of data collection. The method is extensively employed in conducting various researches; thus must its demerits, merits and prime methods of application are clear to the research student. Questionnaires are a set of pre-formulated questions, which are the administered to the research respondents. In most cases, the expected responses to the questions are limited within a controlled set of alternatives, enabling the researcher to obtain a set of reliable quantitative data. Additionally, administration of questionnaires is less expensive in comparison to observation and conducting interviews, which makes it a valuable tool for researchers seeking a reliable and cost efficient of conducting research. Questionnaires, as tools of research also enable the researcher to tailor the questions in a manner that they will provide the most representative view of the information they seek. Despite their attractiveness, questionnaires still provide some challenges to researchers, with their choice providing a high risk of non-response among respondents. This attribute thus renders questionnaire-conducted research prone to high margin of non-response error. This drawback can be mitigated by the application of incentives that encourage a response among respondents to the questionnaire questions. Such incentives may include the inclusion of a stamped mail back envelope to the respondents or by applying the most suitable media of application for the targeted respondents such as online surveys for different classes of respondent. Further, the questions should be arranged in an easy-to-interact with manner, such as by application of appropriate language for different levels of learning in order to encourage response from the respondents.
Question:
Questionnaires are an indispensable part of conducting research. In this respect, therefore, its conduct is of paramount importance in validating the research findings. While the method is popular, it is fraught with some serious challenges to its effectiveness. The high rate of non-response error that the method is predisposed to is a major challenge. However, of much concern is the anonymity attribute possessed by all the methods of questionnaire administration present. While anonymity is good in revelation of some information that might compromise the security of the respondents, it presents an opportunity for misleading responses by respondents in comparison to observation and interviewing for instance. This factor arises where the respondents are wary of abetting in the transformation of institutions and situations that they are currently comfortable with at present. Additionally, in the case of mail and online-administered questionnaires, the respondents have the opportunity to consult amongst each other and may influence each other on the responses given. Such instances fatally damage chances at deducing the correct conclusions from the research, if not eliminating them. How does the researcher factor in the chance for these inconsistencies in order to come up with the correct interpretation of the responses given?
The final point I saw as interesting from the chapters is the application of ethics in conducting research. Ethics transverse all aspects of human interaction; therefore, they are an integral part in conducting successful business. In this respect, the use of information collected from various individuals in coming to the required conclusions and generalizations requires a high level of ethical consideration. In an instance synonymous with ethics in the business circles, is the Enron case. Failure by the accounting firm to apply ethics in its practice caused its collapse due to the subsequent bad press associated with a disregard for ethical conduct. Similarly, persons commissioning research should deal with the information thus sought in an effort at preserving the research tool as a reliable source of valuable information. An instance where the top management in a production firm might misuse information collected on the working conditions within the firm, and sack some respondents who give displeasing information, the credibility of the research tool would be compromised from then henceforth.
Question:
While it is difficult for actions as drastic as illustrated in the above discussion to occur, minor abuses of research data occur compromising the security of and anonymity of the respondents. Some chief executives persist in analyzing primary research data such as questionnaires, which compromises their understanding of the results presented by the researchers. While the large-scale abuse of privileged access to information is rare, how can researchers enhance the anonymity of the data collected from the respondents in an effort at preserving their truthfulness and reliability of research data in future surveys?
References
Sekaran, U., & Bougie, R. (2014). Research Methods for Business: A Skill-Building Approach, 6th edition, 9781119942252 | CourseSmart. Retrieved March 10, 2014, from http://www.coursesmart.com/9781119942252/firstsection
