Primary ResearchPrimary ResearchHSB 4UI HSB 4UI

ISUISU

Primary ResearchPrimary Research

QuantitativeQuantitative Quantify (measure)Quantify (measure) Large number of test Large number of test

subjectssubjects Examples: survey, Examples: survey,

experiments experiments

QualitativeQualitative Small number of test Small number of test

subjectssubjects Develop detailed Develop detailed

knowledge of knowledge of participantsparticipants

Examples: interview, Examples: interview, observationobservation

Choose a research approach which is most appropriate to your topic:

Research Method – SurveyResearch Method – SurveyAdvantagesAdvantages

Carried out in a natural Carried out in a natural settingsetting

Since they usually involve Since they usually involve larger numbers of people, larger numbers of people, results can be used to results can be used to generalize and draw generalize and draw conclusionsconclusions

Can be anonymousCan be anonymous No bias from interviewerNo bias from interviewer

DisadvantagesDisadvantages Difficult to obtain random Difficult to obtain random

samplesample Large amounts of data to Large amounts of data to

organize and analyzeorganize and analyze Cannot contact subjects for Cannot contact subjects for

clarification (unless survey clarification (unless survey is not anonymous)is not anonymous)

Can’t ask complicated Can’t ask complicated questionsquestions

Survey Writing Tips Survey Writing Tips (text p. 373-378)(text p. 373-378)

Determine your Determine your sample demographics sample demographics True random sample True random sample

(i.e. all ages, both (i.e. all ages, both genders, people of genders, people of varying backgrounds)varying backgrounds)

Slightly specialized Slightly specialized group (e.g. students, group (e.g. students, athletes, chess lovers, athletes, chess lovers, police officers, etc)police officers, etc)

Survey Writing Tips (cont)Survey Writing Tips (cont)Use appropriate wording for the groupUse appropriate wording for the groupStart with interesting questions which are easy to answerStart with interesting questions which are easy to answerAdd distractor questions designed to hide the true Add distractor questions designed to hide the true purpose of the surveypurpose of the surveyAsk both close ended and open ended questions on the Ask both close ended and open ended questions on the same topicsame topic

Ask open ended questions first to avoid biasAsk open ended questions first to avoid bias Repetition helps to confirm statementsRepetition helps to confirm statements

Leave questions of demographics to the endLeave questions of demographics to the end (e.g. age, gender, income, etc)(e.g. age, gender, income, etc)

Leave any other personal or risky questions to the endLeave any other personal or risky questions to the endInclude “other” as an option where appropriateInclude “other” as an option where appropriate

Types of Survey QuestionsTypes of Survey Questionsyes or noyes or nomultiple choicemultiple choicecircle all that applycircle all that applyrank in order of importancerank in order of importanceuse a scale of 1 to 10 to rank how important use a scale of 1 to 10 to rank how important something is something is use the terms: strongly disagree, disagree, neutral, use the terms: strongly disagree, disagree, neutral, agree, strongly agree, to rank how you feel about agree, strongly agree, to rank how you feel about somethingsomethingopen-ended (one word or short phrase) open-ended (one word or short phrase)

Research Method – ExperimentsResearch Method – Experiments

AdvantagesAdvantages Clearly allow you to Clearly allow you to

determine causality determine causality (a certain factor or (a certain factor or variable causes a variable causes a change in the change in the person or group)person or group)

DisadvantagesDisadvantages Difficult to make Difficult to make

generalizations to generalizations to other situationsother situations

May be difficult to May be difficult to find participantsfind participants

Time consuming Time consuming for participantsfor participants

Experiment Tips Experiment Tips (text page 379-383)(text page 379-383)

Select your subjects for the experimentSelect your subjects for the experiment Generally are selected specifically, not randomlyGenerally are selected specifically, not randomly

Divide subjects into two groupsDivide subjects into two groups Experimental group – will receive stimulusExperimental group – will receive stimulus Control group – will not receive stimulusControl group – will not receive stimulus

Measure both groups with a “pre-test”Measure both groups with a “pre-test”Expose the experimental group to the stimulus Expose the experimental group to the stimulus or treatmentor treatmentMeasure both groups again with a “post test”Measure both groups again with a “post test”

Research Method – InterviewResearch Method – Interview

AdvantagesAdvantages Can apply more Can apply more

detailed and complex detailed and complex questionsquestions

Interviewer can clarify Interviewer can clarify questionsquestions

Interviewer can control Interviewer can control environment (quiet) environment (quiet) and order of questionsand order of questions

DisadvantagesDisadvantages Participants may be Participants may be

reluctant to reveal reluctant to reveal personal informationpersonal information

Time consumingTime consuming Possibility of biased Possibility of biased

results due to results due to interviewer (hints, interviewer (hints, explanation, body explanation, body language)language)

No anonymityNo anonymity

Interview - TipsInterview - Tips

See tips for survey writingSee tips for survey writingUse probing techniques if more Use probing techniques if more information is neededinformation is neededUse visual aids to help respondent Use visual aids to help respondent (e.g. scales, feelings as thermometer) (e.g. scales, feelings as thermometer)

Research Method – ObservationResearch Method – Observation

AdvantagesAdvantages Can be carried out Can be carried out

in a natural settingin a natural setting Can allow for Can allow for

detailed information detailed information regarding human regarding human behaviourbehaviour

DisadvantagesDisadvantages People may People may

change behaviour if change behaviour if they know they are they know they are being observedbeing observed

Data may be Data may be difficult to analyzedifficult to analyze

Observer must be Observer must be completely partial completely partial and unbiasedand unbiased

Observation - TipsObservation - Tips

Choose a group, event, location for the Choose a group, event, location for the studystudyDecide whether your observation will beDecide whether your observation will be overt – group is aware of study overt – group is aware of study covert – group is not aware of studycovert – group is not aware of study

Establish relationship with the groupEstablish relationship with the groupMake and record observationsMake and record observations