Chapter 5 Research

March 27, 2009 whitneychilds

Chapter Five talks about the importance of research including defining the research role, using research and research techniques.   There are two types of research: primary and secondary. Most people use secondary research in day to day activities because it is information already provided through the library and online databases.

While in my marketing research class we had to use both primary and secondary research to gather information dealing with  Georgia WebMBA program and how it compares to physically attending college vs. taking classes online.

Qualitative research is great when probing attitudes and perceptions, assessing penetration of messages, and testing messages. Five main types of qualitative research are: content analysis, interviews, focus groups, copy testing and ethnographic techniques.

Quantitative research is completely the opposite, it is used to conduct polls and surveys using highly precise scientific sampling methods based on two important factors: 1) randomness  and 2) a large number of respondents.

There is an excerpt in this chapter that talks about sex and alcohol and the “risky” behavior by college students during spring break. An alarming 1 in 5 respondents ,644 college women were surveyed, regretted the sexual activities they engaged in during spring break, and 12 percent felt forced or pressured into sex. That is a big deal so many media outlets go a hold of the story and reported the survey results. What the news release did not say was that the survey was less than scientific.

Another issue this chapter talks about when dealing with surveys is being able to reach the respondent.  They can be reached in many ways including mail, telephone, personal interviews, and omnibus surveys.  More and more surveys are being conducted via the Web and e-mail but the drawback there is the respondents are self-selected and may not be representative of the population as a whole.

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Entry Filed under: Chapter Summary

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