Extra Flashcards
Simple Random Sampling
-probability
- elements are drawn at random
- probability of being selected is known
Systematic Sampling
-probability
-a random starting point and then selecting every ith element in succession
-useful if it follows a certain order
Cluster Sampling
-probability
1. divide the population into mutually exclusive and collectively exhaustive stratas = clusters
2. select a sample of clusters at random
Stratified Sampling
- probability
- 2 stage technique
1. partition the population into subpopulations
2. select elements from each strata
Exploratory Research
-qualitative
-secondary data
-direct or indirect
Descriptive Research
- quantitative
-conclusive research with the objective of describing something
-survey
Causal Research
- quantitative
-when the occurrence of x increase the probability of the occurrence of y
Deductive
- looks at the problem logically
- top down approach
- quantitative
- general to specific
- general theory to formualte hypothesis to test hypothesis
Abductive
-combines deductive and inductive
-starts with an observation of a surprising fact and attempts to explain how it came about
Inductive
-bottom up approach
- requires secondary data
- qualitative
- specific to general
- data collection to identify patterns to develop theory
5 major research philosophies
- Positivism
- Critical Realism
- Interpretivism
- Post-modernism
- Pragmatism
Direct Exploratory data
-focus groups or depth interviews
-purpose of the research is disclosed before or it is obvious
Indirect Exploratory data
-projective techniques
- purpose of the research is deliberately disclosed
management decision problem
- the decision that needs to be made
-action centered
marketing research problem
the information that we need to work out why the problem is happening
verbal model
provide a written representation of the relationship between the variables
graphical model
provide a visual picture of the relationship between the variables
mathematical model
provide an explicit description of the relationship between the variables usually in equation form
Qualitative Study
focuses on the initial understanding of the underlying reasons
- preferred if you want to understand something
Quantitative
-more focused on the final course of action
Cross sectional
collecting data from a given sample of population only once
e.g. stress levels in university students in various years of studying
Longitudinal
fixed samples of population elements measured repeatedly on the same variable
e.g. examining the progress and wellbeing of children at critical age periods from birth
mean
The average score from respondents is x out of 10
standard deviation
on average the scores are x units away from the mean
-low= clustered around the mean
skewness
- negative= slightly skewed to the left
- positive= slightly skewed to the right
-close to zero = nearly symmetrical
-should be 3
-asymmetry
Kurtosis
- positive= distribution has a peaked shape with more data in the tails compared to a normal distribution
-peakedness
-close to zero=nearly flat=extreme values are not common
Central tendency
-mean
-median
-mode
Positivism
-the researcher aims to establish clear, generalizable relationships
-using quantitative data and statistical analysis.
- testing hypotheses and producing law-like generalizations
Critical Realism
- interested in exploring both observable effects and the deeper, underlying structures
- qualitative and quantitative methods, adding depth to the findings
Interpretivism
-This philosophy emphasizes subjective meanings
- would use qualitative methods like interviews or focus groups
- opposite of positivism
Post-modernism
- This approach is exploratory and qualitative
- focuses on diverse media forms
Pragmatism
- the researcher prioritizes practical and efficient solutions
- This philosophy is flexible and focuses on what works best for achieving the study’s objectives
- focuses on the usefulness and applicability of research findings
- qualitative and quantitative
Strength of In Depth Interviews which is weakness of focus groups
- Depth of Insight and better understanding of the topic at hand. It allows respondents to answer questions without group influence
- Reduced Group Dynamics Influence so there is reduced possibility of dominant participants
Thematic analysis
- effective for identifying recurring patterns and themes
- exploration of diverse aspects of the topic, making it adaptable to the variety of topics covered in the data
Data reduction process
- Code Development: Create initial codes that capture significant aspects of the data.
- Theme Identification:Group similar codes into broader themes to streamline and focus the analysis
Ensure the discussion guide allows for flexibility
- Open-Ended Questions: Use open-ended questions to encourage detailed responses.
- Probing Questions: Include follow-up questions to delve deeper into initial answers.
- Adaptability: Be prepared to adjust the guide based on participant responses
How to structure a focus group
- introduction
- ice-breaker questions
- key topics
- encouragement
How to handle dominant participants
- Facilitator Intervention
- Encouragement of quieter participants
- Group Dynamics Management such as round robin questions
How do you make sure that all data remains in the thematic analysis
- Categorize Data
- Review and Refine
- Iterative Process
Verification Steps
- Triangulation
- Member Checking
- Peer Review
