1. What Is Research Methodology?
Research methodology is a collective term for the structured process of conducting research. There are many different methodologies used in various types of research and the term is usually considered to include research design, data gathering and data analysis.
There are two main types of research methodology, 1- Quantitative methodology, 2- Qualitative methodology.
2. When is a qualitative research methodology appropriate?
A qualitative research study is appropriate when you need to tap into the hearts and minds of the customer.
A highly subjective research discipline, qualitative research is specifically designed to look "beyond the percentages" to gain an understanding of the customer's feelings, impressions and viewpoints. Such intuitive, highly subjective personal input can only be obtained through qualitative research.
Strengths:
• Small samples, sharp focus: Qualitative research is laser-focused, dealing only with smaller samples.
• Probing interviews: Expert moderators, unencumbered by the time constraints of a quantitative survey, use a multitude of techniques during lengthy interviews to obtain in-depth information.
• Rich responses: The interviews, which last as long as two hours, allow the moderator to elicit extremely candid, highly complex responses.
3. When are both quantitative and qualitative methods beneficial?
Certain types of projects benefit from the strategic application of quantitative and qualitative methodologies. A recent study we completed for a computer monitor manufacturer illustrates this point.
4. How can I determine product demand after a change in price, features and/or distribution channels?
Research's simulation software is designed to analyze and answer these types of "what if?" scenarios. By changing the product's price or features, the simulation software will automatically show the resulting price share of your company's product and all competing products. The simulation software is custom written based on the results of a choice modeling survey.
With the simulation software, we can see the incremental change in share gained from a change in product, as well as which competitors' products lose the market share your company gains. This is quite valuable in assessing possible competitor responses.
5. Why use a conjoint methodology?
Conjoint or choice modeling is the most accurate and projectable methodology available to collect information on what is important to customers. Why? Choice modeling derives rather than asks customers to tell directly what is important to them.
To derive this information, we would implement a conjoint study where respondents are asked to choose between several products. This way, we never ask a respondent to tell us how important price, brand or a particular feature is when they make a purchase.
The resulting conjoint "utility scores" tell us relative importance. We do not recommend directly asking respondents to rate importance (for example, asking them to rate the importance on a 1 to 10 scale where 1 = "Not at all important" and 10 = "Very important"). Many times, direct ratings of importance result in everything being important, thereby obscuring those few issues that clearly delineate winning products.
6. What is the observational method of research?
In naturalistic observational research the observer does not intervene at all. The researcher is invisible and works hard not to interrupt the natural dynamics of the situation being investigated.
7. What do I need to consider when doing observational research?
• Try to be “invisible”, do not get involved in the dynamics of the situation.
• Use all of your senses, not just your sense of vision. Record the sounds, smells and tastes (if applicable).
• Record your impressions and feelings. How do you feel while observing? Were you frightened, surprised, anxious, amused, excited? Relate what you were feeling to what you were observing.
• Record the context of the situation: place, time, participants, numbers of participants, gender of participants, etc.
• Record what you were thinking during the observation. Did the situation remind you of something similar? Had you experienced something similar. What do you think the participants were thinking about while you were observing?
• Record all of your information in a journal. Use shorthand or abbreviations if necessary.
8. What are the issues, or concerns in conducting observational research?
• Completeness of information recorded is critical to gain a complete understanding of the dynamics of the situation.
• Accuracy of the information recorded. Did you miss anything? Did you record it exactly as you observed it?
• Bias. Did I “add” to what I observed by presuming or assuming something that did not exist?
• Would someone else who had not observed the same thing be able to get a clear, correct picture of what you observed by reading your notes?
• Confidentiality. Be sure not to name people or places in your presentation of the information. You have not asked for their permission to conduct research, and so therefore they have to right to remain anonymous. Refer to the general situation, for example, a school playground, an urban mall, a farm, a family gathering, etc.
• Videotaping, audiotaping or taking photographs of the situation is infringing on the participant’s rights to privacy. Use only your written notes.
9. What is the interview method of research?
Interview research usually involves the interviewer asking a series of questions which are then recorded in some manner.
10. What do I need to consider when doing interviews?
• Prepare your interview questions in advance, and share them with the participant(s).
• Tape record, or videotape record the interview.
• Do not be afraid to ask questions if they arise during the interview, even if you did not have them listed before the interview.
• After the interview, you will need to transcribe (copy) exactly what was said during the interview. This can be a very slow, and timing consuming process, but it is critical that you copy exactly what was said.
• After you have copied out the interview, replay the interview again and compare it to your notes. Make any corrections necessary.
• Share the written copy of the interview with the participant to make sure that they agree with, and affirm the contents of the interview.
11. What are the issues, or concerns in conducting interviews?
• Completeness of information recorded is critical to gain a complete understanding of the accuracy of the interview.
• Accuracy of the information recorded. Did you miss anything? Did you record it in written form exactly as was said by the participant?
• Bias. Did I “add” to what I observed by presuming or assuming something that was not stated directly by the participant?
• Would someone else who had not interviewed the participant be able to get a clear, correct picture of what was discussed by reading your notes?
• Confidentiality. Be sure you have asked for their permission to be interviewed, and that they are aware of the purpose and intended audience of the interview.
12. What materials will I need?
• Journal, note paper, writing materials
• Tape recorder, videotape recorder
• List of interview questions prepared beforehand.
13. What is the case study method of research?
A case study is an intensive study of one individual. Typically, the case study may involve interviews, observation, experiments and tests.
14. What do I need to consider when doing case studies?
• Prepare your research questions in advance: What kinds of information do you want to know?
• Consider many different forms of information sources: Online websites, paper-based sources such as encyclopedias, journals, magazines and newspapers.
• If the case study is of a person who can be interviewed, review the following:
• Prepare your interview questions in advance, and share them with the participant(s).
• Tape record, or videotape record the interview.
• Do not be afraid to ask questions if they arise during the interview, even if you did not have them listed before the interview.
• After the interview, you will need to transcribe (copy) exactly what was said during the interview. This can be a very slow, and timing consuming process, but it is critical that you copy exactly what was said.
• After you have copied out the interview, replay the interview again and compare it to your notes. Make any corrections necessary.
• Share the written copy of the interview with the participant to make sure that they agree with, and affirm the contents of the interview.
• Case studies may also include observational research, experiments and tests. Consider what other types of research are appropriate.
15. What are the issues, or concerns in conducting case studies?
• Completeness of information recorded is critical to gain a complete understanding of the accuracy of the case study. Have I checked every conceivable resource for information?
• Because of the variety of information sources, be sure that you have reviewed all of the issues or concerns for each of the research types.
• Bias. Did I “add” to what I observed by presuming or assuming something that was not written about, spoken by or observed of the person?
• Would someone else who had not case studied the participant be able to get a clear, correct picture of what was discussed by reading your report?
• Confidentiality. Be sure you have asked for their permission to be case studied, and that they are aware of the purpose and intended audience of the report.
16. What is the topical method of research?
A topical research project involves the acquisition, synthesis, organization and presentation of information.
17. What do I need to consider when doing topical research?
• Prepare your research questions in advance: What kinds of information do you want to know?
• Consider many different forms of information sources: Online websites, paper-based sources such as encyclopedias, journals, magazines and newspapers.
• If the case study is of a person who can be interviewed, review the following:
• Prepare your interview questions in advance, and share them with the participant(s).
• Tape record, or videotape record the interview.
• Do not be afraid to ask questions if they arise during the interview, even if you did not have them listed before the interview.
• After the interview, you will need to transcribe (copy) exactly what was said during the interview. This can be a very slow, and timing consuming process, but it is critical that you copy exactly what was said.
• After you have copied out the interview, replay the interview again and compare it to your notes. Make any corrections necessary.
• Share the written copy of the interview with the participant to make sure that they agree with, and affirm the contents of the interview.
18. What are the issues, or concerns in conducting topical research studies?
• Completeness of information recorded is critical to gain a complete understanding of the topic. Have I checked every conceivable resource for information?
• Because of the variety of information sources, be sure that you have reviewed all of the issues or concerns for each of the research types.
• Bias. Did I “add” to what I observed by presuming or assuming something that was not written about, spoken by or observed during the research?
• Would someone else who had not researched the topic be able to get a clear, correct picture of what the topic was all about by reading your report?
• Confidentiality. If you have interviewed or case studied an individual connected with the topic, be sure you have asked for their permission to be studied, and that they are aware of the purpose and intended audience of the report.
19. What is the experimental method of research?
Experimental researchers manipulate variables, randomly assign participants to various conditions and seek to control other influences.
20. What is the survey method of research?
Conducting research using a survey involves going out and asking questions about the phenomenon of interest.
21. What do we mean by "scientific study" and why is this important?
A study is regarded as scientific if the following three standards have been met:
• Structured observations are made from which valid conclusions may be drawn
• The research and its conclusions are subjected to peer review
• The findings are refutable
22. Why is scientific study important?
It enables us to acquire knowledge based on verifiable evidence.
23. What does double-blind mean?
When a "double-blind" procedure is used in a study, it means that neither the participants nor the researchers know which condition the participants have been assigned to. For example, a researcher may want to find out whether it is the sugar in the chocolate or just the idea that eating chocolate makes people happy, that improves a person’s mood. One way to do this, would be to use a double-blind study in which participants were given either normal chocolate or sugar free chocolate and neither the researchers nor the participants will be able to tell which chocolate they had been given.
24. Why is this important?
The "double-blind" procedure is one of a number of general control procedures that is designed to minimise the effect of two things:
• Experimenter effects, which occur as a result of what the researcher knows about the participant. The researcher may unwittingly treat participants slightly differently based on this knowledge. For example, if a researcher wants to study whether science students differ in numerical skills compared to art students using a specific numerical task, he/she might explain the instructions slightly differently to the different groups based on this knowledge, which may have an impact on how respondents perform on the task. Thus, we cannot know if their performance is based on their numerical skills or whether they were given more/less detailed instruction.
• Demand characteristics, which are details about the study that indicate to the participants how to behave. For example, a researcher wants to establish whether people can detect slight differences in air temperature. If people are told when they will be exposed to cold air and when to warm air, it would be very difficult to discern if their responses are the result of the ability to feel the change in air temperature (which is what the study is about) or whether it is because they were told the air temperature has changed.
