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Case Study - Data Collection Methods

Focus Groups

  • An unstructured, free-flowing interview with a small group (6-10 people) led by a moderator who encourages dialogue among respondents.
  • Advantages:
  • Relatively fast
  • Easy to execute
  • Allow respondents to piggyback off each other’s ideas
  • Provide multiple perspectives
  • Flexibility to allow more detailed descriptions
  • High degree of scrutiny

Survey

Interview

  • Not just answering a questionnaire
  • Surveys require :
  • selecting populations for inclusion
  • pre-testing instruments
  • determining delivery methods
  • ensuring validity
  • analyzing results

Document Review

  • Depth interview
  • Devil's Advocate - Karan Thapar

  • Laddering
  • A particular approach to probing asking respondents to compare differences between brands at different levels.
  • Produces distinctions at the:
  • attribute level
  • benefit level
  • value or motivation level
  • Kofee with Karan - Rapid fire round

Observation

  • Field notes
  • The researcher’s descriptions of what actually happens in the field
  • These notes then become the text from which meaning is extracted
  • Gain insight into things that respondents cannot or will not verbalize

Observation

  • When?
  • Collate background information for all other data collection methods
  • Advantages : inexpensive, unobtrusive
  • Disadvantages: time consuming, disorganized, outdated/biased

Survey

Contents

  • Main methods
  • Observation
  • Interview
  • Document review

  • Survey
  • Focus groups

Image by Tom Mooring

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