lesson 5 - primary research methods 1

Lesson Five Research Methods 2

Lesson 5RESEARCHMETHODS 2


Students will …

1. … select appropriate primary

research methods

2. … differentiate data and information

3. … learn about ethnographic research

4. … list sampling types

5. … select representative samples

6. … reduce sample errors

Learning Outcomes


DATA

INFORMATIONJenny Nhim is a 21 year-old student at Raffles College, Singapore.

Data is

information

in table form

Given Name

Family Name

Occupation Nationality City

Jenny Nhim Student Burmese Singapore

Gray Tim Pilot American New York

Lim Chris Sailor Singaporean Singapore

Qualitative

research

primarily

uses

information

(e.g. via

interviews &

focus

groups). Quantitative research gathers and uses data. (e.g. via polls & surveys)


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 all participants.

Data Collection Survey


Data Collection Survey


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 or elsewhere.

Common demographic variables are: age, gender, household size, personal income, education, race, religion.

Data CollectionDemographics


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 CollectionPsychographics






Data CollectionPsychographic Question Types

Likert Scales






Data CollectionPsychographic Question Types

Likert Scales

1. If GAP were a person, what kind of person would it be?Circle the number on the scale that reflects your opinion.

Honest DishonestFashionable UnfashionableGenerous GreedyTraditional ModernRude PoliteSerious 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

Semantic

Scales

2. What do you think of Singapore?Circle the number on the scale that reflects your opinion.

Boring FunClean SterileRelaxed UptightCreative 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


Web statistics are a from of quantitative analysis of user 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, what they like etc.

Data CollectionPsychographics & Demographics Online


Data Collection:

Facial Recognition

Billboard ads track user profiles

VIDEO


Data collection:

Facial recognition

Facebook’s biometric

facial recognition

program to track

users


Ethnography“A major type of field research … the purpose of [which]

is to provide a detailed description and up-close

understanding of a way of life from the standpoint of its

natives/members/insiders” (Neuman 2009, p. 264)

video


Subjects record their own experiences with cameras (sometime in conjunction with personal journals).

Information Gathering Photo Ethnography

Researchers then combine individual case studies into a collective understanding of the community being studied.


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 is viewed.

Information Gathering Visual Anthropology

VIDEO


Excellent method for gaining expert and/or subjective opinions on a topic.

Qualitative research method.

Use open-ended questions which require long, detailed answers.

Record interviews.

Explain study & get consent from all participants.

Information Gathering Interview

WhoWhatWhereWhyWhenHow


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 Gathering Focus Group

VIDEO


REFERENCESBabbie, E 2008, The Basics of Social Research 4th ed, Cengage, USA.

Neuman, WL 2009, Understanding Research, Pearson, London.

Visocky O’Grady, K & Visocky O’Grady, J 2009, A Designer’s Research

Manual, Rockport, USA.

Immersive Labs, 2011, Retrieved on 20 July 2011 from:

http://www.immersivelabs.com


Focus group exerciseGet in groups.Work on in-class project (Fashion Giants / Sexiness / Safdie) or

final project

• Decide on the focus of the topic what do you really want to achieve by asking your

questions?

• Select questions to guide the focus group • Focus group session to last at least 20 minutes• Take note of the responses – did you get a clear answer?• What could have been improved – as a respondent /

moderator?

NOTE:• Do not out-talk the respondents


In groups: Interview exercise

Work on in-class project (Fashion Giants / Sexiness / Safdie) or final project

• 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 15 minutes• Take note of the responses• What did you learn from doing the interview?• What can be improved?

Lesson Five Research Methods 2Lesson Six Research Writing 1

Project Step 3:Presentation 3: Research Methods

• Prepare a 5-6 minute presentation explaining

your primary research methods.

• Explain how you will collect information/data

on the topic. Explain whether you decided to do

quantitative or qualitative research and why.

• Which method(s) will you use? Why?

• Who will you sample? How? Why?

• What questions will you ask? Give examples.

• What problems do you foresee?

• Detail your sources.

• Design PowerPoint slides.

homework

lesson 5 - primary research methods 1

Technology