1. Research & Development
Research Methods/Data Collection

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

3. 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

4. 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

5. 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.

6. 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

7. 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.

8. 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

9. 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.

10. 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

11. 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

12. 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?”

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

14. 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.