Question One: (50 marks)In the context of sampling theory, and the identification of the specific process by which the entities of the sample have been selected, please answer the following:A. Compare and contrast the following two sampling approaches: (i) Stratified random sampling (ii) Quota sampling.Support your answer with realistic examples.B. Your client, a government body, wants to do research to help it come to a decision about a controversial policy issue. It is likely that whatever decision is made, it will come under heavy scrutiny. It is important therefore that the findings of the research are representative of the wider population. Which of the two sampling approaches above would you recommend to your client? Give reasons for your choice.Word count 500 wordsQuestion Two: (50 marks)Describe what is meant by the following, giving examples of when you might use each one and what it contributes to your understanding of the data.(a) Measures of central tendency (b) Measures of variation.Word count 500 words
BE300/ THE-Final 1 of 2 2020-2021/Summer Cut-Off Date: 3rd September 2021 Cut off Time : 12:05 PM Total Marks : 100 Duration: 48 Hours Instructions: BE300: MARKETING RESEARCH Take Home Exam for Final Assignment 2020-2021/Summer • This THE-F consists of two questions, answer ALL questions. • This THE-F covers chapters 8, 11, 12 and 13 of the course material. • This document consists of two pages including the cover page. • The marks for each part of the question are next to the question. • Please use the accompanied answer booklet in your submitted answer. • The format of the submitted answer document must be a Word doc format. BE300/ THE-Final 2 of 2 2020-2021/Summer Question One: (50 marks) In the context of sampling theory, and the identification of the specific process by which the entities of the sample have been selected, please answer the following: A. Compare and contrast the following two sampling approaches: (i) Stratified random sampling (ii) Quota sampling. Support your answer with realistic examples. B. Your client, a government body, wants to do research to help it come to a decision about a controversial policy issue. It is likely that whatever decision is made, it will come under heavy scrutiny. It is important therefore that the findings of the research are representative of the wider population. Which of the two sampling approaches above would you recommend to your client? Give reasons for your choice. Word count 500 words Question Two: (50 marks) Describe what is meant by the following, giving examples of when you might use each one and what it contributes to your understanding of the data. (a) Measures of central tendency (b) Measures of variation. Word count 500 words End of Assessment Files/chapter-13-donc0wxv.pptx Chapter 11 Analysing qualitative data Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 1 What is qualitative data analysis? Making sense out of data. Come out with variables, relationships, meanings that help answer the research question Looking for patterns, relationships, themes The aim of analysis • To extract meaningful insights from the data • To produce valid and reliable findings. How it is done? Part mechanical Handling, sorting, categorising the data Part intellectual Thinking about and with the data Uses recordings, transcripts, notes, summaries, words, phrases Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 2 Approaches Lots of approaches, many from social science Grounded theory (Glaser and Strauss, 1967) Complete qualitative research approach Analytic induction Data reduction, data display, verification Basic overview Bottom up, top down, iterative approach Getting to know the data, pulling it apart, looking for relationships, etc., pulling it together Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 3 Deductive approach • Speculate up front about what we think we will find • Set out to test this theory or hypothesis • Design research/analysis to do this • Move from the general to the specific: • General hypothesis/theory to specific observations. Inductive approach • Do not go into fieldwork to test out theory • From data collected identify general principles that apply to subject area • Move from the specific to the general • Theory building rather than theory testing: • Grounded theory. Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 Deductive reasoning, or deduction, starts out with a general statement, or hypothesis, and examines the possibilities to reach a specific, logical conclusion, according to California State University. The scientific method uses deduction to test hypotheses and theories. The inductive approach involves beginning with a set of empirical observations, seeking patterns in those observations, and then theorizing about those patterns. 4 Iterative approach (both inductive and deductive) • Difficult to use purely inductive approach: • Hard to keep out all other ideas/have completely open mind • Will have some knowledge of area under investigation • Iterative process involves both inductive and deductive reasoning: • Hypotheses/ideas emerge from the data and are tested out in the data • Revise or change them as more data is collected. Keep an open mind • We all have biases: • Ways of thinking, opinions, attitudes, ideas • From life experience, general knowledge, work experience etc. • Important that these do not skew or limit data collection, analysis, interpretation: • Be aware of own biases: • Challenge own preconceptions • Articulate them • Leave them aside. Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 An iterative approach is one where the content of the discussion, stimulus, or sometimes even the methodology is adapted over the course of the research programme. This approach is particularly useful for time-sensitive projects where there isn't scope for multiple rounds of research. 5 No one approach • Difficult and time-consuming • No standard techniques or clearly defined procedures • Almost as many approaches as there are researchers • Bricolage: art of adapting/using variety of tools. Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 something constructed or created from a diverse range of things. 6 Factors that affect approach to analysis • Background and training of researcher • Way his/her mind works to sort and think • Level of experience • Level of knowledge in area under investigation • Availability of relevant theories or models • Nature of the research enquiry, end use of research • Resources available – time and number of people. Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 7 Do not forget theories or models • Good theory or model can be an invaluable aid to analysis: • Develop and expand thinking • Speed the analysis process by giving it a framework • Suggest questions to ask, lines of enquiry to follow • Provide ideas for developing typologies • Choose those that are well-researched and empirically based. Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 8 Procedures of Qualitative Analysis Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 9 Stages of qualitative Data Analysis 1st :planning for the analysis 2nd : Doing the analysis Organising the data Getting to know the data Getting to grips with what is going on Making links, looking for relationships Pulling together the findings Reviewing your findings Verifying and developing the final draft of qualitative analysis Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 10 1st : Planning and starting the analysis Important to think ahead What is the problem? What is your research question? Who are the sample? How many? What method of data collection? (interview, ethnography, projective technique) How will findings be used? (to test a theory or to develop a theory). Theory is variables with relationships Some analysis done at data collection Hearing/seeing the data Thinking about it Recording, making notes Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 11 During and just after fieldwork Think about what you are hearing/seeing Make notes during and afterwards Any relevant/interesting remarks What new areas should be explored What issues explored further What implications the early findings have re the brief and later analysis Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 12 Developing an analysis plan What are the practical constraints? Timings, budget Approach needed What are the research considerations? Previous research/theory Research objectives Detail level End use of the findings Outputs – presentation, report? Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 13 1. Organising the data Review the original research brief Review your notes and recordings Prepare a transcript of each group/interview Make a summary of each List questions that you want to explore in the data Input your transcripts into software 2nd: Doing the analysis Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 14 2. Getting to know the data Listen to the recordings Read the transcripts Think about what it all means in terms of the brief Discuss with colleagues/team members Review relevant previous research/theory Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 15 3. Getting to grips : making sense out of data Data handling – pulling the data apart Work through the data line by line Highlight key words, phrases, issues, topics, themes Develop headings or codes Apply headings or codes to chunks of data Known as coding or categorising Bottom up and/or top down approach Bring chunks of data together that have same/similar codes Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 16 4. Making links By this stage the data should be familiar This allows you to Make links Compare data from different respondents Look for relationships, patterns, pathways Look for common/different words, phrases Look for anomalies, outliers Look at all this in context Aim to build up understanding Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 17 5. Data display: charts and diagrams Make use of charts and diagrams May find it easier to think about the data in a more visual way Examples Use braindump Develop spidergram or mind map Chart data in table, e.g. by respondent type Do flow chart or pathway Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 18 Figure 11.1 Diagram summarising key influences on political socialisation Source: Adapted from Beattie, D., Carrigan, J., O’Brien, J. and O’Hare, S. (2005) ‘ “I’m in Politics Because There’s Things I’d Like to See Happening.” ’ Unpublished project report, MSc in Applied Social Research. Used with permission Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 19 Figure 11.3 Example of a perceptual map Slide 11.‹#› Yvonne McGivern, The Practice of Market Research, 3rd Edition, © Yvonne McGivern 2009 20 6. Pulling the