The Comparative advantage of digital and face-to-face data collection in 21st century research

Objective: The aim of this study was to determine the comparative advantages of digital media and face-to-face in data collection. Methods: The researcher used the descriptive survey research design. The sample size was 330 researchers from the field of agriculture. The questionnaire was used as the instrument for data collection, and the results were presented in tables and one chart. The data for the study were analysed using percentages and mean. Result: The advantages of digital media over a face-to-face approach to data collection include the ability to collect large data, the possibility of collecting diverse data, cost-effectiveness, access to more data, timely collection of data and the possibility of tracing collected data. The advantages of face-to-face data collection include interaction with participants, direct observation, deeper probing, use of non-verbal cues, control over data collection, better data quality and supervision of the data collection process. The researcher also found that the nature of a study determines the choice of the data collection process. The factors that influence the choice of data collection include the volume of data involved, the location of participants, educational level, participants’ digital skills, availability of resources, the study's time frame and the researchers' digital skills. Conclusion: Although, digital media platforms have significantly changed the face of data collection, the face-to-face mode of data collection is also essential because it has advantages.