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April 14 performing research


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April 14 performing research

  1. 1. Performing Research<br />
  2. 2. Trends<br />We know:<br />trends are long-term patterns<br />they identify possible opportunities in the market<br />analyzing information over time can show us what they are<br />but.. reliable, consistent information about the past is not always easy to find<br />
  3. 3. Finding information<br />Researching is finding information<br />we study two types:<br />Primary Research<br />contacting people directly and asking them questions<br />Secondary Research<br />finding info that has already been collected from somewhere else (another person’s primary research)<br />
  4. 4. Primary Research<br />requires a tool to gather kind of info we want<br />this tool is called a research instrument<br />questionnaires<br />polls<br />interview questions<br />requires a method (a way) to gather the info from the people we want<br />this method is called a survey method<br />
  5. 5. Different Survey Methods<br />Choosing from different types of survey methods will have effects on our data<br />Some considerations are<br />intrusiveness (annoying)<br />clarity (how easy is it to understand?)<br />cost<br />time-cost<br />reliability (can you trust the responses?)<br />flexibility (easy to change what you ask?)<br />ease of sample choice<br />
  6. 6. Survey Method Types(Survey Types)<br />The different types we will discuss are:<br />The Telephone Questionnaire / Interview<br />The Mail-In Questionnaire<br />In Person Interview<br />One-on-one<br />Focus Group <br />(in-person group discussion / interview on a specific topic)<br />Group Questionnaire<br />The “Drop off” Questionnaire<br />The Internet Questionnaire<br />
  7. 7. Questionnaire or Interview?<br />little difference in content<br />most common distinction (difference in your head) is<br />talking or writing?<br />talking – interview<br />writing – questionnaire <br />this is not a rule <br />really very close to the same thing<br />
  8. 8. Types of Surveys ReadingVocab<br />respondent – the person answering questions<br />closed-ended – not may possible answers<br />open-ended – very many possible answers<br />series – many of something, one after thennext<br />
  9. 9. Vocab<br />dramatically – very easy to see<br />kiosks – small desk / computer station<br />evolve – change over time<br />focus group – a group interview on a certain topic<br />tightly integrated – closely connected<br />
  10. 10. Vocab<br />administer a survey – ask the questions on a survey<br />fill out a questionnaire – answer the questions<br />
  11. 11. structured – step by step, following an easy pattern<br />convenience – easy-ness<br />