PART 1
Collecting Qualitative Data
Research truly is essential to the success of any marketing campaign or process and can greatly contribute to the success of a product, service or brand in the marketplace. Market research can help to determine risks and opportunities within the market, and can provide a greater depth of understanding of consumers and the target audience. Market research helps to define and solve research ‘problems’ and this is extremely beneficial to any business or organisation (Burns & Bush, 2003). By having consumer insight because of market research, marketers are able to promote a product to the true relevant target market, rather than wasting time and money promoting to the whole marketplace. There are two main methods of market research, being qualitative research and quantitative research. Both of these methods have benefits and can be used in conjunction, but for the best results one method of data collection is often used. Quantitative data focuses on a numerical approach to data collection via the use of statistics and information taken from surveys and census data. Qualitative data however focuses on gathering information and exploratory research through observations and interviews. The main approaches to collecting this type of data are experience or expert surveys, focus groups, and in-depth interviews (Diekroger, 2014).
FOCUS GROUPS
A focus group is a small group of people brought together and guided by a moderator through an unstructured,
The focus group (a less formal forum) included a medical doctor, two residents, two community members, two family members of the residents, nurses, director of nursing, the administrator, a member of the board of the directors, an IT specialist and human resource personnel. A focus group is a specialized group interview in which group members are not told exactly what the interviewer wants to
Paper (i) is a syntheses. A syntheses is a summary based on rigorous searches for evidence, explicit scientific reviews of the studies uncovered in the search, and systematic assembly of the evidence to provide a clear signal about the effects of the specific healthcare intervention. (Haynes, B., 2001).
Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim
Focus groups are in-depth interviews undertaken with a group of about eight to twelve people. They involve interaction between the participants. The aim of focus group research is to learn and understand what people think about a topic at length and in detail.
Before launching or expanding a business venture, there needs to be an understanding of the industry, its competitors, and its customers. Market research is vital in assisting companies in the decision-making process and their marketing direction. Data from marketing research is important because it provides companies with ways to identify opportunities, identify market potential, minimize chances of loss, devise effective marketing strategies, gauge customer satisfaction, and serve as an evaluation tool.
The intent of this chapter is to present and analyze the findings of this study. The purpose of this study focused on the identification essential skills and career paths of practicing school executives in North Carolina public schools. Additionally, an examination of career path differences associated with gender, ethnicity, and district type and on the identification of the career path positions school executives perceived to be important in advancing career opportunities as school executives in North Carolina. This study will use a quantitative methodology of data collecting to answer the research questions. The following research questions are the basis for this study:
The graduate students at Stephen F. Austin University used a qualitative method to conduct a survey on the assessment of the needs of Dialysis Patients: Perceptions of Individuals, Clients, families and Healthcare providers. During this research study, three graduate students surveyed at total of 14 participants divided amongst clients, families and healthcare providers. Results were conducted to access the perception of the individual’s outlook on Dialysis patients and treatment. The results were formalized based on the individual ethnicity group, age and gender followed by a list of formalized questions targeted to either client, family member and healthcare providers. After results were collected the graduate students could take the final
Focus group is a group interview. The group is made up of people with the same characteristics and ask them questions about something or someone. The response they give will be recorded and use as reference when making a decision.
M1: Explain, with examples, how different market research methods are appropriate to assist different marketing situations. Looking back at the market research methods that could be used to collect information, methods such as questionnaires/ survey, observation, focus groups, experimentation, internet, website monitoring etc. I am going to select 3 primary and 3 secondary methods of research from the ones I have written about. I have chosen 3 primary researches which are: •
Langer, S. (2006). Book Review: Handling Qualitative Data: A Practical Guide. Qualitative Research, 6(3), pp.421-423.
When conducting research, when is it conducive to use primary research over secondary research and vice versa? Both research techniques are viable and beneficial. They each have purpose and can be used as a marketing research template when conducting research. Both techniques are equipped with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the research process can be seamless and quite effective. Moreover, market research can assist a researcher in making accurate decisions and improve the chance of success. This paper will explain the difference among research tools used in primary and secondary research. It will also depict the
A Focus group is defined as a research technique that collects data through a group interaction, on a given topic from the researcher. Along with this definition are some essential components. Firstly, it states that, focus groups are research methods devoted to data collection. Secondly, it signifies the interaction of group discussion as a source of data. Lastly, it acknowledges the active role of researchers in establishing the group discussion in order to collect data (David, 1996.p.130).
Carson et al (2001, p.114) refers to focus groups as “A research technique that collects data through group interaction on a topic or topics”. They also suggest that the central distinctive characteristic of focus groups is group interaction, which generates a mass of data, which would be
Focus Group can be defined as a group of individuals brought together, led by a moderator or a facilitator, to gather specific information from the interactions of the group about an subject(Marczak & Sewll). The motive behind this process is that, the individuals in the group can express and elucidate their views in a very simple manner(Sim, 1998) on a very
First is focus group method, focus group is defined as a group of individuals providing information in a structured format. A moderator leads the group of about 8 to 14 participants through an open, in-depth discussion rather than simply asking questions to solicit participants’ responses. The group is stimulated by comments from other group members in creatively conceptualizing and developing a new