|
指导essayBLB10181-3 Marketing Research & Information
Independent Learning Activity, week 4
You must respond to the following tasks and be ready to discuss them on Wednesday 3 November 2010 (week 6)
The use of Social Media for Primary Data Collection
1. Work in pairs.
2. Identify at least 2 ways in which social media is used to collect primary data.
3. State whether the approaches identified are qualitative or quantitative methods of data collection.指导assignment
4. Evaluate the approaches you have used within the context of the research project each contributes to. Use marketing text(s) to provide a critical evaluation of each approach.
Preparing for an interview / focus group
An interview is a purposeful discussion – perhaps really a ‘guided’ discussion?
Not an easy option
What type of interview?
Structured (see notes on Qre design)
Semi-structured (most common)
Unstructured (difficult – requires detailed interviewer knowledge)
Similar to Qre’s; good for simple descriptive information
Predetermined schedule – follow precisely. Q’s may be repeated but not altered
指导essay E.g. telephone interviewing
Most common approach to producing qualitative data
Allows meaning to be probed
Questions to be clarified and supplemented
A guided discussion (individual) OR a group discussion (i.e. a focus group)
Specific agenda
Chosen by researcher, but respondents answer
in their own words
with their own emphasis
at their own length
Loosely structured
Enough to allow comparability
Semi-structured interviews
2 disadvantages compared to Qs
Resource constraints
Large sample usually not possible
Usually dependent on volunteers
Self-selection bias
volunteers to be interviewed not representative
Sample guidelines:
How many? 6-8 might be sufficient
Include all relevant perspectives
Increase sample size until you are not hearing any new points
Provide a detailed write-up for readers: of context; findings; and limitations
Readers can draw conclusions about the representativeness of your research
can it be applied to their situation?
Cannot make inferences to populations
can provide insights for similar groups
Do your results show what you claim they show?
Never perfectly sure
Interviews record what people say; not what they actually do or think!
But flawed information is better than no information!
To increase validity:
Be clear about how sample selected
Careful planning and piloting of interview schedule#p#分页标题#e#
Eliminate irrelevant questions
Try to anticipate prompts and probes
Respondent must feel able to talk
Most interesting material sometimes comes after formal end of the interview
Build trust, rapport and openness
Interviewing demands social skills
Qualitative interview techniques
Should score high on validity
But low on reliability
Difficult to replicate the results of qual. interviews
To increase representativeness:
Sampling adequacy
Transparency and consistency
“thick description” of your research
give the reader an “audit trail”
Triangulation
To increase representativeness (contd):
Conscientious transcription and analysis
Most common: Tape + Transcription (whole or part)
Analyse the written version “know your data”
extensive quotation in your write-up
Follow-up work with interviewees
Are your interpretations reasonable?
Minimise interviewer bias
Anything you do to bias responses
Appearance (dress similar to interviewees)
Way you ask questions
Empathy (you did what!)
Minimise response bias
Assurances of confidentiality
Prepare yourself by researching into the area yourself to show you are familiar and that you have credibility
Devise interview themes you wish to explore/gain explanation for during the interview
Ask permission to use a tape recorder
Consider your appearance at the interview
指导essay Be competent in:
Opening the interview (and explaining its purpose)
Using appropriate language
Questioning (including prompting and probing)
Listening
Testing and summarising understanding
Behavioural cues (NVC)
Recording data
|
