Download An Introduction to Market & Social Research: Planning & by Ian Brace, Karen Adams PDF
By Ian Brace, Karen Adams
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Read or Download An Introduction to Market & Social Research: Planning & Using Research Tools & Techniques (Market Research in Practice Series) PDF
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Extra info for An Introduction to Market & Social Research: Planning & Using Research Tools & Techniques (Market Research in Practice Series)
Mystery shopping F) qualitative interview with two people together 7. CAPI G) a list of areas or prompts which helps moderators and qualitative interviewers ensure all necessary areas are covered Choosing the best research method There are many factors involved in choosing the best research method for your project. In Section 2 we shall look at these in more detail, but here is a useful checklist to consider: ᔡ What kind of information do you need? Qualitative or quantitative? Or both? This will help you identify the types of methods you can use.
34 ᔡ Introduction to market research Gathering quantitative data Another name for quantitative research which gathers data from respondents is a survey. The aim of a survey is to gather data from many different respondents with the aim of measuring their responses. This might range from a national census, which measures information about the lives and habits of a country’s population, to a customer service survey, which measures how happy a company’s customers are with the service the company provides.
Selecting a sampling approach for quantitative research It is important to remember that the aim of quantitative research is to provide valid, reliable data on which decisions can be based. Therefore, it’s vital that the researcher chooses a sample that is likely to reflect the views and behaviours of the population of interest as a whole. Sampling in quantitative research is approached in two main ways: random sampling (also known as probability sampling) and non-random sampling (also known as nonprobability sampling).