sue york - festival of newmr - 2010
TRANSCRIPT
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