Page 277 - [Uma_Sekaran]_Research_methods_for_business__a_sk(BookZZ.org)

ETHICS IN DATA COLLECTION 261

researcher. This holds true even when data are collected through mechanical
means, such as recording interviews, videotaping, and the like.
6. Nonparticipant-observers should be as nonintrusive as possible. In qualitative
studies, personal values could easily bias the data. It is necessary for the
researcher to make explicit his or her assumptions, expectations, and biases,
so that informed decisions regarding the quality of the data can be made by
the manager.
7. In lab studies, the subjects should be debriefed with full disclosure of the rea-
son for the experiment after they have particpated in the study.
8. Subjects should never be exposed to situations where they could be subject
to physical or mental harm. The researcher should take personal responsibil-
ity for their safety.
9. There should be absolutely no misrepresentation or distortion in reporting the
data collected during the study.

Ethical Behaviors of Respondents

1. The subject, once having exercised the choice to participate in a study, should
cooperate fully in the tasks ahead, such as responding to a survey or taking
part in an experiment.
2. The respondent also has an obligation to be truthful and honest in the
responses. Misrepresentation or giving information, knowing it to be untrue,
should be avoided.

SUMMARY

In this chapter we examined various sources of data and several data collection methods.
We discussed the advantages and disadvantages as well as the biases inherent in each data
collection method. We also examined the impact of technology on data collection.
Because of the inherent biases in each of the data collection methods, the collection of
data from multiple sources and through multiple methods was recommended. The final
decision would, of course, be governed by considerations of cost, and the degree of rigor
that the given research goal would call for. We also pointed out some issues in cross-cul-
tural research such as back translation and alerted the reader to the pitfalls while collect-
ing data in a different culture.
In the next chapter we will discuss sampling designs and how data can be collected
from samples to make the results generalizable to the population under study.

DISCUSSION QUESTIONS AND POINTS TO PONDER

1. Describe the different data sources, explaining their usefulness and disadvantages.
2. As a manager, you have invited a research team to come in, study, and offer sugges-
tions on how to improve the performance of your staff. What steps would you take to
allay their apprehensions even before the research team sets foot in your department?
3. What is bias, and how can it be reduced during interviews?