代写essayBLB10181-3 Marketing Research & Information
Independent Learning Activity, week 4
You must respond to the following tasks and be ready to discuss them on Wednesday 3 November 2010 (week 6)
The use of Social Media for Primary Data Collection
1. Work in pairs.
2. Identify at least 2 ways in which social media is used to collect primary data.
3. State whether the approaches identified are qualitative or quantitative methods of data collection.代写assignment
4. Evaluate the approaches you have used within the context of the research project each contributes to. Use marketing text(s) to provide a critical evaluation of each approach.
Preparing for an interview / focus group
An interview is a purposeful discussion – perhaps really a ‘guided’ discussion?
Not an easy option
What type of interview?
Structured (see notes on Qre design)
Semi-structured (most common)
Unstructured (difficult – requires detailed interviewer knowledge)
Similar to Qre’s; good for simple descriptive information
Predetermined schedule – follow precisely. Q’s may be repeated but not altered
代写essay E.g. telephone interviewing
Most common approach to producing qualitative data
Allows meaning to be probed
Questions to be clarified and supplemented
A guided discussion (individual) OR a group discussion (i.e. a focus group)
Specific agenda
Chosen by researcher, but respondents answer
in their own words
with their own emphasis
at their own length
Loosely structured
Enough to allow comparability
Semi-structured interviews
2 disadvantages compared to Qs
Resource constraints
Large sample usually not possible
Usually dependent on volunteers
Self-selection bias
volunteers to be interviewed not representative
Sample guidelines:
How many? 6-8 might be sufficient
Include all relevant perspectives
Increase sample size until you are not hearing any new points
Provide a detailed write-up for readers: of context; findings; and limitations
Readers can draw conclusions about the representativeness of your research
can it be applied to their situation?
Cannot make inferences to populations
can provide insights for similar groups
Do your results show what you claim they show?
Never perfectly sure
Interviews record what people say; not what they actually do or think!
But flawed information is better than no information!
To increase validity:
Be clear about how sample selected
Careful planning and piloting of interview schedule
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