Sue York - Festival of NewMR - 2010

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

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

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

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?

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 . . . ?

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

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

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

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

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

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

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

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

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

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

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

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

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