Research & Development Research Methods/Data Collection

Some Common Research Methods Literature Searches Talking to people Focus Groups Telephone Surveys Mail Surveys Internet Surveys Personal Interviews

Literature Searches A review of readily available material Subject related books Newspapers Magazines Company literature Internal company information Annual reports Relevant trade publications On line databases (specific information) Basically any published material on the specified subject

Talking with People Can be used to: Gather information which is not publically available Find information which is new (not yet published) What people? Customers Suppliers Employees Participants in seminars Participants at relevant meetings

Focus Groups Usually used as an initial technique to gauge attitudes and explore individuals thinking on a topic. Groups tend to be 6 – 20 people. In a conference room type setting with a trained moderator. The room will usually have a one way mirror for viewing and also audio-video capabilities. The moderator will lead the discussion and keep the group ‘focussed’ on the topic. Can be expensive to run The sample used may not be a true representation of the population.

Telephone Surveys/ Questionnaires Quick method of gathering information (usually less than 10 mins per call) Follows a prepared script/list of questions As done over the phone it does allow for further probing

Mail Surveys/ Questionnaires Cost effective method of primary research Ideal for large groups or when the sample covers a wide geographical area. Usually anonymous. Take a long time to complete and therefore evaluate. No possibility of interviewer bias. No possibility of probing respondents further based on replies given. Analysis will depend on types of questions used.

Internet/email Surveys Cost effective and fast Demographic profile of the internet user does not represent the general population (but this depends on the information you are aiming to gather) Need to consider the affect this will have on the outcome of the survey

Personal Interviews Most common method of primary research. Detailed information. One to one basis. Questions will be prepared before hand and answers will be noted at the time of interview. Can be a list of topics to discuss with an industry expert. Expensive.

Interview Skills Like most skills, successful interviewing is developed through practice. Interview preparation: Background reading Setting objectives of the interview Length of the interview Convenience Authorisation Dress code Background reading – show an initial understanding/view of the topic being discussed Setting objectives of the interview – what is it that you are hoping to achieve from conducting the interviews Length of the interview – 20 – 30 mins max Convenience – for the interviewee. The expected length of the interview should be disclosed and the location should be convenient for them Authorisation – if any consent for the interviews need to be obtained this should be done prior to the interviews being set up Dress code – respect the dress code of the individuals that you are interviewing – this is more likely to inspire confidence

Conducting the Interview Introduction Body Language Terminology Introduction – put the interviewee at ease, state the purpose of the interview Body Language – can feel uncomfortable if someone you have never met before sits too close. Too much eye contact can also make the interviewee feel ill at ease. Terminology – only use jargon if appropriate to the interviewee or this could confuse the interview

Types of Question Closed Open Rhetorical Loaded Closed – presence answers – yes/no A/B (easy to analyse) Open – provide the interviewee with the opportunity to express an opinion (more difficult to analyse) Rhetorical – don’t require an answer eg “ we all want to increase productivity, don’t we?” (to be avoided) Loaded – a question with a strongly implied answer (to be avoided) “when did you stop beating your wife?”

Listening Skills Adopted a relaxed position (not that relaxed) Use verbal reassurance Paraphrase what has been said Clarify to aide understanding Record the interview

Ending the Interview Terminating the interview: Check that the objectives have been met Have the main points been summarised Arrange a further meeting if required Following the interview: Immediately write up any notes/results If required write up minutes of the interview and send to the interviewee Minutes may also be used to clarify points which have arisen or used to identify further actions.