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Store Alert Training Guide Part Five: Notes on Data Collection  If the Store Alert survey seems a bit daunting at first, don't worry. You many not realize it, but you're already familiar with survey research. Chances are, you've filled out survey information for the U.S. Census. You've probably been asked by marketing agencies for short in-person interviews in malls. Perhaps you've been phoned at home for telephone interviews. Self-administered surveys and in-person or phone interviews such as these are all valuable data collection methods. The data collection method you will use for the Store Alert survey is called direct observation. You may be less familiar with this method than others, but it is a powerful way of collecting data. Battelle Centers for Public Health Research and Evaluation has used this method for many years to conduct research in stores. When we use direct observation, we don't have to rely on the opinion of an interview subject. For example, if we were to merely interview store owners about tobacco advertisements, they might "fudge" their answers in an effort to present their stores in a positive light. Direct observation allows us to avoid this form of bias and see the everyday, natural context of the store in the community. This is especially true if you do not announce to the retailers in your area that you will be conducting the Store Alert survey. If they know that you are coming to their stores to make observations about tobacco products and ads, they may clean up their property and your observations won't be true-to-life. There are two ways to make direct observations. One is to be very upfront about what you are doing. It is perfectly OK to go into the stores with a clipboard and the Store Alert Report Card and record your answers in a very open and matter-of-fact way. If a clerk or manager asks you what you are doing, simply explain your project and continue your work. Nothing you will be doing is against any laws. However, be aware that some store owners may be uncomfortable with observers taking written notes in their stores and ask you to leave. If this happens, you may be unable to complete the interior part of survey. Even if you must leave the inside of the store, you can still make the exterior observations from the parking lot or street. It is for this reason that we recommend you start your survey inside the store first and then move on to the exterior of the store. The second way to make direct observations is "under cover." This involves being discreet, so as not to alert others that the observation is taking place. This requires some practice, but can work very well. In either case, we recommend that observers have a letter of introduction. Explaining that you are gathering data for a research study can help to calm the fears of store staff. Be careful of two problems when making direct observations: 1) remembering what you see and 2) recording the data correctly. Do not rely on your memory and leave a store without writing down all the information. There is a lot to look for and one person just can't remember everything. If you choose to make your observations "undercover," you can make a "cheat sheet" with a list of the items you need to observe and then transfer the information to the Store Alert Report Card once you get outside. However you decide to collect this information, fill out the Report Card and check it for errors before moving on to the next store. Always be sure that all information on the Report Card is accurate and complete. Working with a partner may make the job easier. You can divide up the interior observations to get them done quickly. And remember that stores are busy places - we don't want to bother store owners or customers.  Download a sample letter to retail merchants »This letter might be printed on letterhead and signed from your partner agency (non- profit agency, local health department, etc.). You can also check out the Taking Action section of the website for information on writing and sending letters to Congress.
Part Six: What Now? » |
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