Research methodologies

Question 1

What are the five basic research methodologies?

Answer 1

Survey, observation, field trial, interview, focus group

Question 2

Online survey

Answer 2

Online survey, quant

P- Accessible, quick

C - Limited to online only audience, fatigue, lack of nuance

Question 3

Live chat focus group

Answer 3

Focus group over vid chat, qual

P - Allows probing of detail, can throw up unexpected

C - Inefficient at covering maximum depth particulars, conversation can steer unexpectedly

Question 4

In depth interview

Answer 4

1-1 chat between researcher and participant about specifics of subject

P - More depth than survey, flexible, pairs well with quant

C - Time intensive, randomness of sample

Question 5

Eye tracking

Answer 5

Tracks eyes to see what people look at, good for marketing messages, what is looked at first in shop shelf etc

P - good ideas of what is catching the eye, difficult to fake it

C - does not mean message stays, expensive, can freak people out

Question 6

Online diaries

Answer 6

Person keeps diary as per guidelines

P - Records behaviour in natural environment, observation over longer duration, external considerations

C - Participants may not report accurately, may find it hard to be creative in that way, long time

Question 7

Smartboards

Answer 7

Interactive method allowing for direct feedback of visual object

P - Variety of uses, collaborative and discursive

Question 8

Online communities

Answer 8

Online portal where participants engage in tasks around a subject

P - Ongoing insight, traditional barriers removed, natural conversations, very flexible, actionable

C - requires management, expense, engagement

Question 9

Mobile ethnography

Answer 9

Observing in ones natural environment, e.g. online community/diary

P - reliable understanding of behaviour, access of off limit times

C - conducted in real time, difficult to adapt in time

Question 10

Social media listening

Answer 10

Analyses SM dialogue on a topic

P - Wealth of content, analyses what people really think, looks at rumours

C - debate as to whether its what people really think, polarised, can’t be used alone

Question 11

Biometric response

Answer 11

Track and records a participant’s cognitive and emotional responses towards certain stimuli

P - Participant can’t lie, helps place an emotion without words

C - can freak people out, expensive

Question 12

Vox pops

Answer 12

Short insightful interview in the moment on the streets, or online

P - convenient and quick,

C - limited to geographic location