By Ian Brace, Karen Adams
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Extra info for An Introduction to Market & Social Research: Planning & Using Research Tools & Techniques (Market Research in Practice Series)
What type of research design would you recommend for this project? Note down your recommendations, including reasons for your choices. Then compare your answer with the suggestion on page 139. Don’t forget that there is no ‘correct’ design. However, it is vital to know why a research design is appropriate – or not. How am I going to do it? ᔡ 29 Terminology test The following research terms were introduced in this chapter. Can you explain what each one means? ᔡ research design ᔡ primary research ᔡ secondary research ᔡ quantitative research ᔡ qualitative research ᔡ panels ᔡ exploratory research ᔡ descriptive research ᔡ causal research ᔡ ad hoc research ᔡ cross-sectional research ᔡ longitudinal research ᔡ continuous research Summary A good understanding of the client’s needs and the research objectives will help you choose the best research design.
One popular method for collecting both quantitative and qualitative is mystery shopping. Mystery shopping is often used by businesses to find out how their staff respond to customers. Using this method, the researcher, disguised as a shopper, will undertake a range of shopping ‘tasks’. These might range from buying an item to making a serious complaint about the business’s products or services. Once the shopping tasks are complete, the mystery shopper makes notes on what has happened. These might record quantitative information (such as how long the assistant took to complete the sale) or qualitative data (for example, describing the assistant’s reactions to an awkward customer).
To direct respondents to the website hosting the questionnaire you need to know their e-mail address and have permission to email them, or use a pop-up on another website to invite them. Many research companies maintain panels of people who have agreed to complete questionnaires online. ✔ The data feeds directly into the researcher’s computer program, which makes analysis easier. ✘ Not all potential respondents necessarily have access to the internet. ᔡ E-mail surveys. Questionnaires may be attached to e-mails, and respondents complete and return via e-mail.