Avoiding surprises and biases in the field: a step-wise plan for data collection

The chapter first outlines the experiences of the research team in planning the data collection for a study that was undertaken in rural India - the eKutir project. The description underscores the myriad challenges that researchers could encounter in the field, and highlights the need for deliberate planning of data collection. Based on this description, the chapter goes on to develop a five-step process that researchers could adopt to plan their data collection. These are: assessing site worthiness; negotiating access; iterating between participant selection and theory; preparing the interview protocol; and developing a context-sensitive data collection schedule. This five-step process framework augments the received view by providing a structured approach to data collection and importantly, one that incorporates the contextual sensibilities of emerging markets into theory. The five-step process provides a useful guide to scholars as they undertake qualitative data collection, particularly in emerging markets.