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260 DATA COLLECTION METHODS

responses. Moreover, you, as the sponsor of research, will be able to decide at
what level of sophistication you want data to be collected, based on the com-
plexity and gravity of the situation. Moreover, as a constant participant-observer
of all that goes around you at the workplace, you will be able to understand the
dynamics operating in the situation. Also, as a manager, you will be able to dif-
ferentiate between good and bad questions used in surveys with sensitivity to
cultural variations, not only in scaling but also in developing the entire survey
instrument, and in collecting data, as discussed in this chapter.

ETHICS IN DATA COLLECTION

Several ethical issues should be addressed while collecting data. As previously
noted, these pertain to those who sponsor the research, those who collect the
data, and those who offer them. The sponsors should ask for the study to be done
to better the purpose of the organization, and not for any other self-serving rea-
son. They should respect the confidentiality of the data obtained by the
researcher, and not ask for the individual or group responses to be disclosed to
them, or ask to see the questionnaires. They should have an open mind in accept-
ing the results and recommendations in the report presented by the researchers.

Ethics and the Researcher

1. Treating the information given by the respondent as strictly confidential and
guarding his or her privacy is one of the primary responsibilities of the
researcher. If the vice president or some other top executive desires to take a
look at the completed questionnaires, the obligatory need to preserve the con-
fidentiality of the documents should then be pointed out. They should be
reminded that prior understanding of this had already been reached with them
before starting the survey.
Also, report on data for a subgroup of say, less than 10 individuals, should
be dealt with tactfully to preserve the confidentiality of the group members.
The data can be combined with others, or treated in another unidentifiable
manner. It is difficult to sanitize reports to protect sources and still preserve
the richness of detail of the study. An acceptable alternative has to be found,
since preserving confidentiality is the fundamental goal.
2. The researcher should not misrepresent the nature of the study to subjects,
especially in lab experiments. The purpose of the research must be explained
to them.
3. Personal or seemingly intrusive information should not be solicited, and if it
is absolutely necessary for the project, it should be tapped with high sensitiv-
ity to the respondent, offering specific reasons therefor.
4. Whatever be the nature of data collection method, the self-esteem and self-
respect of the subjects should never be violated.
5. No one should be forced to respond to the survey and if someone does not
want to avail of the opportunity to participate, the individual’s desire should
be respected. Informed consent of the subjects should be the goal of the