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34313980
RESEARCH INSTRUMENTS
Description
Inglés Mind Map on RESEARCH INSTRUMENTS, created by Marifer Suarez. on 04/11/2021.
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inglés
Mind Map by
Marifer Suarez.
, updated more than 1 year ago
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Created by
Marifer Suarez.
almost 3 years ago
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Resource summary
RESEARCH INSTRUMENTS
Focus groups
Marketing research technique
Collect data
Through
Interaction
In order to
Attitudes
Opinions
Reveal
Qualitative method
Carefully planned
Moderated
Advantages
Easily measure
Time-saving
Explores topics
Generate hypotheses
High face validity
Low cost
Set of 6-10 people
Share characteristics
Age
Background
Opinions
Knowledge
Geography
Insights
Questionnaires
Definition
Set of questions addressed to a specific population in order to obtain information on a topic of interest.
Types
Mail survey
Most common
Efficient to collecting large amount fo data
Can suffer low response rates.
Group-administered
Sample of respondents who can be brought together
Good response rate
Household drop-off survey
Hybrid of the two previous ones
The researcher delivers the questionnaire by hand to a member of an identified household for collection at some later date.
It affords the opportunity to clarify questions posed with the researcher.
Issues
No brief and clear instructions given to the respondent
Nonresponse
Data analysis
Coding the questions or answers
Gather the data
Represent them
Convert responses to a numerical value
Create an average score for each question
Use statistical techinques
Uses
To collect vast quantities of data from a variety of respondents
They are usually inexpensive
Needs little training to develop them
They can be easily and quickly analysed
Limitations
Product of a poor design
Leading questions
Complicated questions
Irritating questions
Ambiguous or unclear questions
Observation
Planning
Focus of study
Researh cuestion
Implementation
Activity
Behavior
Progress
Actor
Communication
Attitudes
Location
Society
Work Space
Data Analysis
Structured
How often
what extent
Descriptive
Keywords
Recording
Uses
Investigate
Conduct
Environment
Interaction
Complement
Issues
Direct Questions
Wrong information
Events
Activities
Content analysis
Inferences from the writer's attitude
Basic principles
1. Identify the topic
2. Establish content categories
3. Test the categories
4. Collect data
5. Analyse content and provide results
Conceptual analysis
Frequency of concepts
essentially quantitative
Stages
Decide on the level of analysis
Identify the concepts
Define the concepts
code by incidence or frequency
Establish coding rules
Trawl through the information
Code the information
Analyse the results
Slower
More reosurces
Qualitative content analysis
Describe complexities of the data.
Issues can be more easily determined
Faster
Fewer resources
Relational analysis
identifying themes to explore.
meaningful relationships
Words
phrases
analysis
accurate
Approaches
affect extraction
proximity analysis
cognitive mapping
Stages
Decide on the question
Frame the analysis
types of relationship to examine
Code and categorise the text
Explore the relationships
Code the relationships
Analyse the relationships
Map the relationships
Interviews
Definition
Conversation that involves a set of assumptions and understandings about the situation
Types
Unstructured interview
Semi-structured interview
Structured interview
Procedure
Draft the interview
Pilot your questions
Select a sample group
Conduct the interview
Analysing the interview data
Data analysis
For those new to research
Anderson G: Using interviews for succesful data collection
For the intermediate research
The Research Interview, London: Continuum Books
For expert
Doing Qualitative Research, London: Sage
Uses
Obtaining detailed information about a topic or subject
To produce vast amounts of data
Insight into the meaning and significance of what is happening
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