session 2- advanced mr

8/18/2019 Session 2- Advanced MR

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Chapter 4:ExploratoryResearch Design:Secondary Data


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• Primary data :originated by aresearcher for the specic purpose ofaddressing the problem at hand.

• Secondary data: already beencollected for purposes other than theproblem at hand. hese data can be

located !uic"ly and inexpensi#ely.


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Primary #$s Secondary data

Primary Data Secondary Data

Collection Purpose %or the problem athand

%or other problem

Collection Process &ery 'n#ol#ed Rapid and Easy

Collection Cost (igh Relati#ely )o*Collection ime )ong Short


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+d#antages anddisad#antages

• +d#antages: – 'dentify the problem

– ,etter dene the problem

– De#elop an approach to the problem

– %ormulate an appropriate research design – +ns*er certain research !uestion and test hypothesis

– 'nterpret primary date

• Disad#antages: –

-sefulness for current problem limited – ay lac" accuracy/ or they may not be completely current.

– he ob0ecti#es/ nature and methods can be inappropriatein current situation


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Criteria 'ssues Remar"s

Specications$ethodology

Data collection methodResponse rate1uality of dataSampling techni!ueSample si2e1uestionnaire design%ield *or"Data analysis

Data should bereliable/ #alid/and generali2ableto the problemat hand.

Error

Examine errors in:+pproach/ Researchdesign/Sampling/ Data collection/Data analysis/ Reporting

+ssess accuracy bycomparing datafrom di3erentsources.

Currency

ime lag bet*eencollectionand publication%re!uency of updates

Census data areperiodicallyupdatedby syndicatedrms.


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Criteria 'ssues Remar"s

b0ecti#e5hy *ere the datacollected6

he ob0ecti#e *illdetermine therele#ance of data.

7ature

Denition of "ey #ariables-nits of measurementCategories usedRelationships examined

Recongure thedata to increasetheir usefulness/if possible.

Dependability

Expertise/ credibility/reputation/ andtrust*orthiness of theSource.

Data should beobtained from anoriginal ratherthan an ac!uiredsource.


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Secondarydata

'nternal

Ready to-se

Re!uiresfurther

processing

External

Publishedmaterials

Computeri2ed

database

SyndicatedSer#ices


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PublishedSecondary

data

8eneral,usinessSources

8uides Directories 'ndexesStatistical

Data

8o#ernment Sources

CensusData

ther8o#ernmen

tPublication


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Computeri2edDatabases

9ine'nternetnline

Specialpurpose

Directory%ull ext7umeric,ibliographic


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Syndicated ser#ices

• Di#ided as:

. (ousehold consumers – Panels

• Purchase

• edia

– Sur#eys• Psychographic and lifestyle

• +d#ertising E#aluation

• 8eneral

– Electronic Scanner ser#ices• &olume trac"ing data

• Scanner Panels

• Scanner Panels and Cable &


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• 'nstitutions – Retailers

– 5holesalers

• 'ndustrial %irms – Direct 'n!uiries

– Clipping Ser#ices

– Corporate Reports

+udits


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Chapter ;: Exploratory ResearchDesign


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Qualitative Research QuantitativeResearch

b0ecti#e o gain a !ualitati#eunderstanding of theunderlying reasons andmoti#ations

o !uantify the data andgenerali2e the resultsfrom the sample to thepopulation of interest

Sample Small number of non<representati#e cases

)arge number ofrepresentati#e cases

Data Collection -nstructured Structured

Data analysis 7on


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1ualitati#eResearch

Procedures

Direct=7on<

disguised>

%ocusgroup

Depthinter#ie*s

'ndirect=Disguised>

Pro0ecti#e echni!ues

+ssociation echni!ues

Completiontechni!ues

Construction

techni!ues

Expressi#e echni!ue


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Characteristics of focusgroup

Group size 8-12

8roup Composition (omogeneous/respondents/prescreened

Physical Setting Relaxed/ informal atmosphere

ime duration


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@ey 1ualications of %ocus 8roupoderators

• Kindness with rmness! he moderator must combine a disciplined detachment*ith understanding empathy so as to generate the necessary interaction.

• Permissiveness! he moderator must be permissi#e yet alert to signs that thegroupAs cordiality or purpose is disintegrating.

•

"nvolvement! he moderator must encourage and stimulate intense personalin#ol#ement.

• "ncomplete understandin#! he moderator must encourage respondents to bemore specic about generali2ed comments by exhibiting incomplete understanding.

• $ncoura#ement! he moderator must encourage unresponsi#e members to

participate.

• %le&i'ility! he moderator must be able to impro#ise and alter the planned outlineamid the distractions of the group process.

• Sensitivity! he moderator must be sensiti#e enough to guide the group discussionat an intellectual as *ell as emotional le#el.


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Determine the b0ecti#es and Dene the Problem

Specify the b0ecti#es of 1ualitati#e Research

De#elop a oderatorAs utline

Conduct the %ocus 8roup 'nter#ie*s

Re#ie* apes and +naly2e the Data

Summari2e the %indings and Plan %ollo*


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&ariations• *o


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+d#antages

• Synergism

• Sno*balling

• Stimulation

•

Security• Spontaneity

• Serendipity

• Speciali2ation

• Scientic scrutiny

• Structure

• Speed


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Disad#antage

• isuse

• is0udge

• oderation

• essy

•

isrepresentation


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Depth 'nter#ie* techni!ue

• 'n ladderin#( the line of !uestioning proceeds fromproduct characteristics to user characteristics. histechni!ue allo*s the researcher to tap into theconsumers net*or" of meanings.

•

'n hidden issue )uestionin#/ the focus is not on sociallyshared #alues but rather on personal sore spotsF not ongeneral lifestyles but on deeply felt personal concerns.

• Sym'olic analysis attempts to analy2e the symbolicmeaning of ob0ects by comparing them *ith their

opposites. he logical opposites of a product that arein#estigated are: non


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Pro0ecti#e techni!ues

• +n unstructured/ indirect form of !uestioningthat encourages respondents to pro0ect theirunderlying moti#ations/ beliefs/ attitudes orfeelings regarding the issues of concern.

• 'n pro0ecti#e techni!ues/ respondents areas"ed to interpret the beha#ior of others.

• 'n interpreting the beha#ior of others/respondents indirectly pro0ect their o*nmoti#ations/ beliefs/ attitudes/ or feelings intothe situation


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5ord +ssociation

• 'n *ord association/ respondents are presented *ith alist of *ords/ one at a time/ and as"ed to respond toeach *ith the rst *ord that comes to mind. he *ordsof interest/ called test *ords/ are interspersed

throughout the list *hich also contains some neutral/ orller *ords to disguise the purpose of the study.Responses are analy2ed by calculating:

=> the fre!uency *ith *hich any *ord is gi#en as aresponse

=H> the amount of time that elapses before a response isgi#en

=?> the number of respondents *ho do not respond at allto a test *ord *ithin a reasonable period of time


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Sentence completion

• 'n sentence completion/ respondents aregi#en incomplete sentences and as"ed tocomplete them. 8enerally/ they are as"ed

to use the rst *ord or phrase that comesto mind.

• 'n story completion/ respondents are gi#enpart of a story I enough to direct attention

to a particular topic but not to hint at theending. hey are re!uired to gi#e theconclusion in their o*n *ords.


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Construction echni!ues

• 5ith a picture response/ the respondents are as"ed todescribe a series of pictures of ordinary as *ell asunusual e#ents. he respondents interpretation of thepictures gi#es indications of that indi#iduals personality.

• 'n cartoon tests/ cartoon characters are sho*n in aspecic situation related to the problem. herespondents are as"ed to indicate *hat one cartoon

character might say in response to the comments ofanother character. Cartoon tests are simpler toadminister and analy2e than picture responsetechni!ues.


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Expressi#e echni!ues

• 'n expressi#e techni!ues/ respondents are presented *itha #erbal or #isual situation and as"ed to relate the

feelings and attitudes of other people to the situation.

•Role playing Respondents are as"ed to play the role orassume the beha#ior of someone else.

• hird


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+d#antages of Pro0ecti#e echni!ues

• hey may elicit responses that sub0ects *ould beun*illing or unable to gi#e if they "ne* thepurpose of the study.

• (elpful *hen the issues to be addressed arepersonal/ sensiti#e/ or sub0ect to strong socialnorms.

• (elpful *hen underlying moti#ations/ beliefs/and attitudes are operating at a subconsciousle#el.


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Disad#antages of Pro0ecti#e

echni!ues

• Su3er from many of the disad#antages ofunstructured direct techni!ues/ but to agreater extent.

•

Re!uire highly


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+rticle: + note on methodological tin management eld research

• his area of methodological t hasobtained only a little attention

• here are no *ell dened guidelinesa#ailable for achie#ingmethodological t.

• ethodological t is the internal

consistency among the elements ofresearch


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,asic elements of eldresearch

• Research 1uestions

• Data Collection

•

Data +nalysis• Contribution to the literature


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%lo* of the paper

• Paper has nine research paper *hich areorgani2ed into ? broad categories

• 5ithin each categories follo*ing area is

studied:a> 7ature and examples of research !uestions

b> Study design and data collection

c> Data analysisd> Contribution to literature

• Cases of poor t has also been studied


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heories

• ature theory: has *ell de#eloped construct studiedo#ertime *ith increasing precision by #ariety ofscholars *hich leads to mass "no*ledge

• 7ascent theory: situated in ne* areas for *hich little

or no pre#ious theory exists. ypically !ualitati#e innature/ research *ould in#ol#e the full immersion of

ethnography or exploratory inter#ie*s *ith no. oforgani2ational informants.

•

'ntermediate theory: pro#ides pro#isionalexplanation of phenomena introducing ne*constructs and proposing relation bet*een ne* and*ell established ones.


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ature theory


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7ascent theory


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'ntermediate theory


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'slands of ist papers

• 'sland : Purely !ualitati#e method tocontribute precise models to mature theory

• 'sland H:-sing !uantitati#e data to suggest

nascent theory• 'sland ?: -sing purely !uantitati#e data to

support ne* constructs and intermediatetheory

• 'sland 4:(ybrid methods to support nascenttheory


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Summary

session 2- advanced mr

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