Primary Research

1. Primary Research HSB 4UI ISU

2. Quantitative Quantify (measure) Large number of test subjects Examples: survey, experiments Qualitative Small number of test subjects Develop detailed knowledge of participants Examples: interview, observation Primary Research Choose a research approach which is most appropriate to your topic:

3. Advantages Carried out in a natural setting Since they usually involve larger numbers of people, results can be used to generalize and draw conclusions Can be anonymous No bias from interviewer Disadvantages Difficult to obtain random sample Large amounts of data to organize and analyze Cannot contact subjects for clarification (unless survey is not anonymous) Can’t ask complicated questions Research Method – Survey

4. Survey Writing Tips (text p. 373-378) • Determine your sample demographics • True random sample (i.e. all ages, both genders, people of varying backgrounds) • Slightly specialized group (e.g. students, athletes, chess lovers, police officers, etc)

5. Survey Writing Tips (cont) • Use appropriate wording for the group • Start with interesting questions which are easy to answer • Add distractor questions designed to hide the true purpose of the survey • Ask both close ended and open ended questions on the same topic • Ask open ended questions first to avoid bias • Repetition helps to confirm statements • Leave questions of demographics to the end • (e.g. age, gender, income, etc) • Leave any other personal or risky questions to the end • Include “other” as an option where appropriate

6. Types of Survey Questions yes or no multiple choice circle all that apply rank in order of importance use a scale of 1 to 10 to rank how important something is use the terms: strongly disagree, disagree, neutral, agree, strongly agree, to rank how you feel about something open-ended (one word or short phrase)

7. Advantages Clearly allow you to determine causality (a certain factor or variable causes a change in the person or group) Disadvantages Difficult to make generalizations to other situations May be difficult to find participants Time consuming for participants Research Method – Experiments

8. Experiment Tips (text page 379-383) • Select your subjects for the experiment • Generally are selected specifically, not randomly • Divide subjects into two groups • Experimental group – will receive stimulus • Control group – will not receive stimulus • Measure both groups with a “pre-test” • Expose the experimental group to the stimulus or treatment • Measure both groups again with a “post test”

9. Advantages Can apply more detailed and complex questions Interviewer can clarify questions Interviewer can control environment (quiet) and order of questions Disadvantages Participants may be reluctant to reveal personal information Time consuming Possibility of biased results due to interviewer (hints, explanation, body language) No anonymity Research Method – Interview

10. Interview - Tips • See tips for survey writing • Use probing techniques if more information is needed • Use visual aids to help respondent (e.g. scales, feelings as thermometer)

11. Advantages Can be carried out in a natural setting Can allow for detailed information regarding human behaviour Disadvantages People may change behaviour if they know they are being observed Data may be difficult to analyze Observer must be completely partial and unbiased Research Method – Observation

12. Observation - Tips • Choose a group, event, location for the study • Decide whether your observation will be • overt – group is aware of study • covert – group is not aware of study • Establish relationship with the group • Make and record observations