Developed by Authenticity Consulting, LLC
Overview of Basic Methods to Collect Information
© Copyright Carter McNamara, MBA, PhD, Authenticity Consulting, LLC.
Adapted from the Field
Guide to Nonprofit Program Design, Marketing and Evaluation and Field Guide to Consulting and Organizational Development.
The following table provides an overview of the basic methods to collect data.
|
Method |
Overall Purpose |
Advantages |
Challenges |
| questionnaires, surveys, checklists | when need to quickly and/or easily get lots of information from people in a non threatening way |
-can complete anonymously -inexpensive to administer -easy to compare and analyze -administer to many people -can get lots of data -many sample questionnaires already exist |
-might not get careful feedback -wording can bias client's responses -are impersonal -in surveys, may need sampling expert - doesn't get full story |
| interviews | when want to fully understand someone's impressions or experiences, or learn more about their answers to questionnaires |
-get full range and depth of information -develops relationship with client -can be flexible with client |
-can take much time -can be hard to analyze and compare -can be costly -interviewer can bias client's responses |
| documentation review | when want impression of how program operates without interrupting the program; is from review of applications, finances, memos, minutes, etc. |
-get comprehensive and historical information -doesn't interrupt program or client's routine in program -information already exists -few biases about information |
-often takes much time -info may be incomplete -need to be quite clear about what looking for -not flexible means to get data; data restricted to what already exists |
| observation | to gather accurate information about how a program actually operates, particularly about processes |
-view operations of a program as they are actually
occurring -can adapt to events as they occur |
-can be difficult to interpret seen behaviors -can be complex to categorize observations -can influence behaviors of program participants -can be expensive |
| focus groups | explore a topic in depth through group discussion, e.g., about reactions to an experience or suggestion, understanding common complaints, etc.; useful in evaluation and marketing |
-quickly and reliably get common impressions -can be efficient way to get much range and depth of information in short time - can convey key information about programs |
-can be hard to analyze responses -need good facilitator for safety and closure -difficult to schedule 6-8 people together |
| case studies | to fully understand or depict client's experiences in a program, and conduct comprehensive examination through cross comparison of cases |
-fully depicts client's experience in program
input, process and results -powerful means to portray program to outsiders |
-usually quite time consuming to collect, organize
and describe -represents depth of information, rather than breadth |
General Information and Resources
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Market Research
Nonprofit-Specific
-
Field Guide to Nonprofit Program Design, Marketing and Evaluation
- by Carter McNamara, published by Authenticity Consulting, LLC. Well-developed nonprofit programs are based on research to verify unmet community needs, how those needs can be met through programs, how clients can best access the programs, what clients and others are willing to pay for the programs, and potential competitors and collaborators. Funders expect to see this level of research from nonprofits applying for funding. This book provides step-by-step guidelines for conducting relevant -- and especially realistic and flexible -- market research. Includes many online forms that can be downloaded.
