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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

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Methods Choices

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  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

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