RESEARCH INSTRUMENTS

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

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	Creado por Marifer Suarez. hace más de 2 años