1 / 10

Methods Choices

Methods Choices. Overall Approach/Design Qualitative or Quantitative Primary or secondary data Survey, experiment, case study, etc. Who to study - population, sample individuals, market segments, populations What to study - concepts, measures behavior, knowledge, attitudes

presley
Download Presentation

Methods Choices

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Methods Choices • Overall Approach/Design • Qualitative or Quantitative • Primary or secondary data • Survey, experiment, case study, etc. • Who to study - population, sample • individuals, market segments, populations • What to study - concepts, measures • behavior, knowledge, attitudes • Cost vs Benefit of Study

  2. Quantitative Framework • Inquiry into a social or human problem based on • testing a theory, • composed of variables, • measured with numbers, • and analyzed with statistical procedures • to determine if predictive generalizations of the theory hold true

  3. Qualitative Framework • An inquiry process of understanding a social or human problem, based on • building a complex, holistic picture, • formed with words, • reporting detailed views of informants • and conducted in a natural setting

  4. Qualitative vs Quantitative Approaches Qualitative Focus Group In-Depth Interview Case Study Participant observation Secondary data analysis Quantitative Surveys Experiments Structured observation Secondary data analysis

  5. Qualitative vs Quantitative Quantitative Gen’l Laws Test Hypotheses Predict behavior Outsider-Objective Structured formal measures probability samples statistical analysis Qualitative Unique/Individual case Understanding Meanings/Intentions Insider-Subjective Unstructured open ended measures judgement samples interpretation of data Purpose Perspective Procedures

  6. Primary or Secondary Data • Secondary data are data that were collected for some purpose other than your study,e.g. government records, internal documents, previous surveys • Choice between Primary /Secondary Data • Costs (time, money, personnel) • Relevance, accuracy, adequacy of data

  7. Research Designs/Data Collection Approaches

  8. Survey vs Experiment Survey - measure things as they are, snapshot of population at one point in time, generally refers to questionnaires (telephone, self-administered, personal interview) Experiment - manipulate at least one variable (treatment) to evaluate response, to study cause-effect relationships (field and lab experiments)

  9. General Guidelines on when to use different approaches 1. Describing a population - surveys 2. Describing users/visitors - on-site survey 3. Describing non-users, potential users or general population - household survey 4. Describing observable characteristics of visitors - on-site observation 5. Measuring impacts, cause-effect relationships - experiments

  10. Guidelines (cont) 6. Anytime suitable secondary data exists - secondary data 7. Short, simple household studies - phone 8. Captive audience or very interested population - self-administered survey 9. Testing new ideas - experimentation or focus groups 10. In-depth study - in-depth personal interviews, focus groups, case studies

More Related