Chapter 7 Flashcards
What is primary data and which types exist ?
Data that has NOT been collected before & is collected
to address a specific problem
Types of Primary Data:
*Demographic & socioeconomic characteristics
*Psychological & personal characteristics
*Attitudes, opinions, awareness, knowledge, intentions, motives
*Behaviour of people / organisations
Explain qualitative research
Collection, analysis & interpretation of data that cannot be meaningfully quantified (i.e. summarised in the form of numbers)
Less structured
Smaller sample sizes
Relies on detailed descriptions by respondents to gain insights into problem
Useful for examining attitudes, perceptions, motivation and understanding
Explain quantitative research
Quantitative Research
Collection of data that involves larger, more representative samples and numerical calculation of results
Relies on numbers, measurements & calculations
Based on scientific approach to research
More structured
Easier to measure & analyse responses
Larger sample
Differentiate between Qualitative and Quantitative research (4)
Four important differences:
1. Type of problems that can be solved
2. Sampling methods used
3. Data collection methods
4. Data analysis techniques
Explain mixed vs multi method
Mixed Method Research
Quantitative AND Qualitative
Multi Method Research
Multiple quantitative OR
multiple qualitative
Which factors need to be considered when choosing a data collection method
Factors to consider:
1. Volume & variety of data required
2. Objectivity & reliability of required data
3. Cost & duration of study
Explain the characteristics of Qualitative research
*Small sample
*Not representative of larger population
*Understanding behaviour, motivations, opinions & attitudes
*In-depth data
*Unstructured data collection methods
*Non-statistical data analysis
*Subject to researcher’s interpretation
*Useful for exploratory studies (define more complex problem)
*Quantitative research used to test generalisability
Where can one use qualitative research ?
- Pre-piloting quantitative questionnaires
- Exploring new markets, countries or ideas
- Diagnostic research & problem solving
- Evaluation
- Creative development
What are the 3 qualitative data collection techniques
1 Interviews
2 Observation & Fieldwork
3 Using documents
What are the 3 interview techniques
-Focus Group Interviews
-In-Depth Interviews
-Projective Techniques
Explain focus group interviews
Research technique that relies on objective discussion-leader/moderator who introduces a topic to a group of
respondents, and directs the discussion of that topic in a nonstructured & natural fashion.
Guidelines for productive Focus Groups (8)
*6 to 12 participants
*Screen participants for knowledge on topic
*Homogeneous (similar) participants
*Environment = relaxed & encouraging free-flow discussions
*Record sessions for review
*Session length = 1 to 3 hours
*Moderator training = people & facilitation skills
*Rewards/compensation
Advantages of Focus Groups (7)
Cost & Speed
Observation
Group interaction
Enhancement of creativity
Control
Non-threatening
In-depth exploration of topics
Disadvantages of focus groups (5)
Non-representative sample
Inconclusive results
Respondents’ fear of embarrassment
Effect of dominant personalities
Effect of moderator
Explain online focus groups
Chat-based or Web conferencing-based
Depends on technology and internet
speed
Recording & transcribing speeded up
Interactive tools
Advantages of Online Focus Groups (6)
*Geographic & cultural restrictions eliminated
*Larger sample sizes
*Comfort
*Dominant individuals less influential
*Less costly & quicker to set up
*Data captured quickly & easily = results available more quickly
Disadvantages of Online Focus Groups (9)
Moderator role restricted
Group dynamics restricted
Limited visual & auditory cues
Screening difficulties
Anonymity hinders honesty
Connectivity issues
Technological barriers
Participant distractions
Limits use of physical products
Explain in depth interviews
Relatively unstructured, extensive interview where interviewer asks many questions and probes for in depth answers.
No consciously formulated
questions; questions develop
spontaneously as part of interaction.
Guidelines for successful in-depth interviews (6)
30 min to 2 hours
Respondent screening
Interviewer skills – communication
Record for analysis
Pleasant & comfortable environment
Reward participation
When to use In-Depth Interviews (5)
Embarrassing, stressful or confidential topic
Detailed analysis on complex issue necessary
Peer pressure would influence answers
Interviewer needs insight into decision process
Gain insight into (not measure) novel / complex situation
Advantages of In-Depth Interviews (8)
Greater detail & insight
Opportunity for probing
Non-verbal communication observed & recorded
Link responses to individual
Trust = more detail responses
Confidential/embarrassing information
Limited effect of peer pressure
Easier to schedule
Disadvantages of In-Depth Interviews (9)
Costly
Time-consuming analysis
Skilled interviewers
Small sample size
Interviewer = subjectivity
Fatigue
Absence of group dynamic
Errors in transcription
Validity issues
Explain projective techniques and name the 4 types
Used to uncover hidden opinions & beliefs.
Indirect means of questioning that enables a respondent to project beliefs and feelings onto a third party, onto an inanimate object, or into a task situation.
- Association techniques
- Completion techniques
- Construction techniques
- Expressive techniques
Explain association and completion techniques
Word association
e.g. Toyota is launching a new car and want to see how
consumers respond to the various names
- give word and ask to name first association
Sentence completion
E.g. People who drive Toyota’s are ____________.
People who drive BMW’s are _____________.
Story completion
-give start
