EXPERIMENTAL RESEARCH METHODS · EXPERIMENTAL RESEARCH METHODS ... The
Lesson 4 - Research Methods 2
Transcript of Lesson 4 - Research Methods 2
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Jenny Nhim is a 21 year-old
student at Raffles College,
Singapore.
Given
Name
Family
Name Occupation Nationality City
Jenny Nhim Student Burmese Singapore
Gray Tim Pilot American New York
Lim Chris Sailor Singaporean Singapore
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Collects quantitative data via
questionnaire (participant
answers questions themselves
online or on paper) or
structured interview.
Usually uses closed questions
and aims for short, quantifiable
answers.
Explain study to allparticipants.
Data CollectionSurvey
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Data CollectionSurvey
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Data CollectionSurvey
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Quantitative statistical,
objective, factual data that
describe a group of people.
Primary data is collected via
a questionnaire in a poll,
survey or census.
Secondary data may be
published online orelsewhere.
Common demographic
variables are: age, gender,
household size, personal
income, education, race,religion.
Data CollectionDemographics
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Quantitative data used to
measure subjectiveinformation.
Psychographic research
attempts to quantify the
qualitative.
Collected via a questionnaire
in a survey or structured
interview.
Common psychographic
variables are: opinions,
religious beliefs, music tastes,
personality traits and lifestyle
choices.
Data CollectionPsychographics
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Quantitative data used to
measure subjective
information.
Psychographic research
attempts to quantify the
qualitative.
Collected via a questionnaire
in a survey or structured
interview.
Common psychographic
variables are: opinions,
religious beliefs, music tastes,
personality traits and lifestyle
choices.
Data CollectionPsychographic Question Types
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Quantitative data used to
measure subjective
information.
Psychographic research
attempts to quantify the
qualitative.
Collected via a questionnaire
in a survey or structured
interview.
Common psychographic
variables are: opinions,
religious beliefs, music tastes,
personality traits and lifestyle
choices.
Data CollectionPsychographic Question Types
1. If GAP were a person, what kind of person would it be?
Circle the number on the scale that reflects your opinion.
Honest Dishonest
Fashionable Unfashionable
Generous Greedy
Traditional Modern
Rude Polite
Serious Fun
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
2. What do you think of Singapore?
Circle the number on the scale that reflects your opinion.
Boring Fun
Clean Sterile
Relaxed Uptight
Creative Stilted
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
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Web statistics are a from
of quantitative analysis ofuser online behaviour.
User viewing habits
tracked and collected.
Used to create user
profile.
Available data: user age,
gender, pages visited
most often, how long
users stay on the site,
when, how often, whatthey like etc.
Data CollectionPsychographics & Demographics Online
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Web statistics are a from
of quantitative analysis ofuser online behaviour.
User viewing habits
tracked and collected.
Used to create user
profile.
Available data: user age,
gender, pages visited
most often, how long
users stay on the site,
when, how often, whatthey like etc.
Data CollectionPsychographics & Demographics Online
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Billboard ads track user profiles
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Subjects record their own experiences with
cameras (sometime in conjunction with
personal journals).
Information GatheringPhoto Ethnography
Researchers then combine individual case
studies into a collective understanding of
the community being studied.
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The researcher may comduct
primary research by
photographing or filming the
subject in order to better
understand cultural behaviour
of a target group.
Researchers may also review
secondary sources such as
television programmes,
adverts, movies etc to
understand how the subject isviewed.
Information GatheringVisual Anthropology
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Excellent method for gaining
expert and/or subjective
opinions on a topic.
Qualitative research method.
Use open-ended questionswhich require long, detailed
answers.
Record interviews.
Explain study & get consent
from all participants.
Information GatheringInterview
Who
What
WhereWhy
When
How
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Organised discussions with a
moderator and limited number of
participants (often 8-12).
Qualitative method to study
opinions, motivations, attitudes &group interaction.
Moderators should remain neutral,
ask open ended questions, speak
only when necessary & record
session.
Explain study & get consent from all
participants.
Information GatheringFocus Group
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Select a topic
Decide on the focus of the topic what do you really want to achieve by asking questions?
Select questions to guide the focus group
Focus group session to last 15 minutes
Take note of the responses did you get a clear answer? What could have been improved?
NOTE:
Do not out-talk the respondents
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Select a topic
Decide on the focus of the topic
what do you really want to achieve by asking questions?
Select specific questions to ask the interviewee
Interview to last 10 minutes Take note of the responses
What did you learn from doing the interview?
What can be improved?