Sue York's presentation to the Festival of NewMR 2010

1. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
What Quant Researchers
Must Learn from Qual
Researchers
Sue York

2. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Traditional Quantitative
Random Representative Samples
Findings generalised from the sample to the
population

3. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
The Problem?
“Most commercial market research does not
approximate to random probability sampling”
Ray Poynter, HOSMR
“Random is not a scalable option anymore”
Stan Sthanunathan, Coca Cola

4. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
What does this mean?

5. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Non-Representative Samples?
Sounds like . . . ?

6. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Old MR
Validity
Reliability

7. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Trustworthiness

8. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Triangulation

9. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Sampling

10. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Sampling Strategies
Purposeful
Those you can learn the most from
Considering objectives

11. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Extreme Case

12. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Intensity Sampling

13. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Maximum Variation Sampling

14. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Typical Case

15. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Critical Case

16. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Reflexivity

17. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Ideas
• Remember objectives
• Trustworthiness
• Triangulation
• Non-representative samples
• Sampling Strategies
• Reflexivity

18. Sue
York,
The
Future
Place,
Australia
Part
1:
Session
3,
Convenor
Greg
Coops,
Chair
Ray
Poynter,
schedule
=
5:52am
to
6:17am
(GMT/London)
Q & A
Sue York and Ray Poynter