Data collection instruments can be implemented in different ways. A key distinction is between different modes of data collection: face-to-face, telephone, postal or online.
The survey mode is the method(s) by which a survey is administered. Longitudinal study sweeps are carried out using one or more main modes: face-to-face, telephone, postal or online.
Face to face interviews are often seen as the ‘gold standard’ in survey research, and as a result continue to be used for many longitudinal studies. However, they are the most expensive form of data collection, because of the time and resources required.
Telephone interviews can be a good way of collecting information from participants. They are cheaper than face to face, as they do not require travel (for the participant or the interviewer). However, response rates tend to be lower for telephone interviews as it is easier to refuse to participate over the telephone than in person.
Some studies ask participants to complete and return paper questionnaires sent to them by post. The main advantage of this approach is its relative cheapness, as it does not require an interviewer at all. However, this also means the questionnaires have to be very simple in their layout and wording, so that participants do not get confused as to which questions they need to answer or misunderstand a question’s meaning. This prevents study teams from using more sophisticated question designs.
Postal questionnaires can also be difficult for some groups to complete, for example, people with visual impairments, poor reading skills or poor English. Typically, they will get lower response rates than modes that involve an interviewer.
Many studies are now collecting information from participants through online questionnaires. As with postal questionnaires, the major advantage of this method is its relative cheapness. Unlike postal questionnaires, online questionnaires can be highly complex in their structure without this causing problems for participants.
But online data collection suffers from many of the same problems as postal questionnaires – including lower response rates and difficulties for those who find it hard to read or understand English. There are important additional issues including whether participants have internet access.
Most studies will use a mixture of different modes of data collection. Some might vary the mode by sweep – for example, using face to face interviewing for some sweeps, and online or telephone methods for others. In other cases, studies might use different modes of data collection for the same sweep.
Many longitudinal studies, against a backdrop of falling response rates and shrinking research budgets, are exploring how best to combine different modes of data collection in the same sweep, both as a way of increasing response and reducing costs.
Changing mode between study sweeps, and mixing modes within a single sweep, raises particular questions about the comparability of information collected using different modes.
Measurement error can occur when study participants interpret and answer the same questions in different ways depending on the mode by which it is being asked. Participants may, for example, answer a question about a sensitive topic differently if an interviewer is or is not administering the questionnaire. Or responses may vary depending on whether or not a list of answer options is shown to the participant (as would happen in any visual mode) or read out to them (as would be the case with a telephone interview).
Many longitudinal studies augment the information collected from participants by asking for their consent to link their data to government administrative records, such as their Key Stage test scores at school, their tax and benefits records, or electronic health records such as hospital admittances.
In the case of some studies, administrative records are a fundamental part of the study design. For example, the Hertfordshire Cohort Study is based on a set of administrative data collected by health visitors in Hertfordshire between 1911 and 1945. The records were more detailed than those found elsewhere in England and had been preserved in good condition. In the 1990s, a group of researchers contacted those who were still living in Hertfordshire. They were interviewed about their medical and social histories, detailed medical assessments were carried out, and biological samples collected. This information about their later lives was linked to the information from their health records about their births and early years.
There are a number of advantages of being able to link study longitudinal study data to government records. These include the fact that administrative records are often much more detailed then survey data, either in terms of the level of information they provide or the regularity with which the records are collected. The records can provide an objective measure (such as an exam result, diagnosis or hospital visit) of information that would otherwise depend on the participant remembering and reporting it correctly.
New technology has created a range of devices which potentially could measure key variables more accurately or in a less burdensome way for study participants. Examples include smartphone features (including apps, cameras and GPS), wearable devices (including fitness trackers) and home sensors (which can measure activity types and interactions within the home, as well monitors measuring air quality and energy use).