6 Slide qualitative data
Qualitative:
Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis.
Quantitative:
Research that uses mathematical analysis. Typically research analysis is done using measurable, numeric standards.
Qualitative data also needs
Often dependent on:
Time
Budget
Product / service tangibility
Research goals/objectives
Participant availability
Desired analysis sophistication
Whether quantitative research follows
Advantages of focus group
Candor of participants
Looks the customer “in the eye”
Generate fresh ideas
Allows client to observe
Can be executed quickly
Can enhance other data collection methods
You will learn a lot form the customer / participants
Participants will give you valuable info. for next research phase
Disadvantages
Expense
Participation issues - “no shows”
Interpretation is subjective
Often misused as representative the population
Interview
An interviewer asks a list of questions in a somewhat unstructured manner to an interviewee on a particular topic or concepts.
Technics of interview
Word Association Exercises
Sentence Completion Exercises
Expressive Methods
Role playing
Use third person to set up scenarios
Picture Response / Photo Sorts
Storytelling
Customer Drawings
Cartoon Tests
Advantages
Interviewee becomes more sensitive to nonverbal clues
Group pressure is eliminated
Respondents like being the focus of the attention
Respondent can be less forthright as the focus is on them
Disadvantages
Client is usually not as involved
Interview does not have the group dynamic as an advantage
Can result in not very much ground gets covered
They are expensive
Interview can be conducted anywhere - don’t need a “facility”
Observation research
The systematic process of recording patterns of occurrences or behaviors - normally without communicating with the people involved.
7 Slide quantitative
Questionnaire
Definition:
“A questionnaire is a preformulated written set of questions to which respondents record their answers, usually within rather closely define alternatives”
Questionnaires objectives
Any questionnaire has three specific objectives
It must translate the information needed into a set of specific questions
It should motivate and encourage the respondent
It should minimize the response error.
Administration of Questionnaires
Questionnaires can be administered in the following ways
Self administered (personally administered)
Suitable for local area
Suitable when organization is willing and able to assemble the target group
Returns rate are high
Completed within short period of time
Questions could be clarified
Motivate response
Less expensive
Administration of Questionnaires
Postal/Mailed
Can cover wide geographical area
Completed at their own convenience
Returns rate are very low (30%)
Questions could not be clarified
Might not be representative of the population due to low return rate
Time consuming due delay in return
Administration of Questionnaires
Intercept
Convenient sampling
Not representative of the population
Returns rate are high
Less time consuming compare to postal
Can be both mall or on-line intercept
Questions could be clarified if mall
Manpower is required to conduct
Administration of Questionnaires
Telephone
Convenient sampling
Might not be representative of the population
Returns rate are high
Time consuming
Limited questions
Manpower is required to conduct
Questionnaire Design Process
Questionnaire design is to followed as series of steps. The steps are:
Specify the information needed
Specify the type of questionnaire method
Determine the content of individual questions
Design the questions to overcome the respondent unwillingness to answer
Decide the question structure
Determine the questions wording
Arrange the questions in proper order
Identify the form and layout
Reproduce the questionnaire
Eliminate the bugs by pretesting.
Questionnaire length
The interview method influence the questionnaire design.
In personal interview there is a face to face contact
Telephone interview we should avoid lengthy questions
Mailed questionnaire are self-administered so questions should be simple and detailed instructions to be given.
In computer assisted interviewing complex skip patterns and randomization of questions eliminate order bias.
But email questionnaire should be simpler.
Questionnaire Design
A question may be unstructured or structured
In structured questions
Multiple choices
Dichotomous
Scales