Back to Tutorials HomepageMarketing Research - Tutorial 2
Overview
Types of research designs
Exploratory research - Focus groups
Data Collection - Questionnaire design
First 1/3 of class
This exercise is from Chapter 7 of the exercise book. Briefly discuss the case (p. 86), and familiarize yourself with the categories of problems such as unclear words (p.88). Select Omnibus Polls in the menu. Evaluate each question by writing down its weakness(es) and pressing the appropriate keys (a maximum of thre can be chosen). A graphic display will then show how much of an improvement correcting the errors you detected would have made by showing you the true value and the observed value with the modified question. If you have not corrected all errors as suggested by correspondence between true and observed values, try one more time. Keep moving rapidly through as many questions as you can.
Discussion - 10 minutes
Learning points:
Questionnaire content - Are respondents able; willing
Question wording: Use simple words, Avoid ambiguous words/questions, Avoid leading questions, Avoid implicit alternatives, Avoid implicit assumptions, Avoid generalizations & estimates, Avoid double-barreled questions
Second 1/3 of class
View the video and write down the different issues in questionnaire design that are covered in it.
Discussion - 5 minutes
Learning points:
Questionnaire content; Are respondents able; willing
Question wording: Use simple words, Avoid ambiguous words/questions, Avoid leading questions, Avoid implicit alternatives, Avoid implicit assumptions, Avoid generalizations & estimates, Avoid double-barreled questions
Pretesting: Think alouds,
Interviewer training to avoid bias, etc.
Third 1/3 of class
View the video on focus groups and write down (i) hypotheses/insights that you develop as you watch the video, and (ii) how you arrived at each hypothesis (i.e., who said it in the focus group, etc.)
Discussion - 5 minutes
(Point to ponder - How would you test your hypotheses using descriptive or causal research ? )
Learning points:
Exploratory research - When little is known; Way of getting ideas, insights, understanding research problem
Focus groups; Ideas, insights
Sample composition - homogeneity, representativeness
Procedures - Unstructured; Questions - Open-ended
Conclusions - how to use results
Some assignments that were handed in for the first tutorial did not have sufficient write-up on the videos. Make sure you show your work while watching the videos by writing down your thoughts briefly.
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