Give an example of at least 03 different types of research methodologies used by educational researchers
primary research
Market research generally involves two different types of research: primary and secondary.
Primary research is research you conduct yourself (or hire someone to do for you.) It involves going directly to a source – usually customers and prospective customers in your target market – to ask questions and gather information. Examples of primary research are:
- Interviews (telephone or face-to-face)
- Surveys (online or mail)
- Questionnaires (online or mail)
- Focus groups
- Visits to competitors' locations
When you conduct primary research, you’re typically gathering two basic kinds of information:
- Exploratory. This research is general and open-ended, and typically involves lengthy interviews with an individual or small group.
- Specific. This research is more precise, and is used to solve a problem identified in exploratory research. It involves more structured, formal interviews.
Primary research usually costs more and often takes longer to conduct than secondary research, but it gives conclusive results.
Refers to research that is normally a part of public domain but is applicable to our client, organization, or industry, and can be used to round out and support the conclusions drawn from our primary research.Stacks (2002); Stacks and Michaelson (in press). Secondary research is normally accessed through the Internet or available at libraries or from industry and trade associations. Reference books, encyclopedias, and trade press publications provide a wealth of free or inexpensive secondary research. Managers often use secondary research as an exploratory base from which to decide what type of primary research needs to be conducted.
Secondary Research Methods with Examples
Secondary research is cost effective and that’s one of the reasons that makes it a popular choice among a lot of businesses and organizations. Not every organization is able to pay huge sum of money to conduct research and gather data. So, rightly secondary research is also termed as “desk research”, as data can be retrieved from sitting behind a desk.
Following are popularly used secondary research methods and examples:
1. Data available on the internet: One of the most popular ways of collecting secondary data is using the internet. Data is readily available on the internet and can be downloaded at the click of a button.
This data is practically free of cost or one may have to pay a negligible amount to download the already existing data. Websites have a lot of information that businesses or organizations can use to suit their research needs. However, organizations need to consider only authentic and trusted website to collect information.
2. Government and nongovernment agencies: Data for secondary research can also be collected from some government and non-government agencies. For example, US Government Printing Office, US Census Bureau, and Small Business Development Centers have valuable and relevant data that businesses or organizations can use.
There is a certain cost applicable to download or use data available with these agencies. Data obtained from these agencies are authentic and trustworthy.
3. Public libraries: Public libraries are another good source to search for data for secondary research. Public libraries have copies of important research that were conducted earlier. They are a storehouse of important information and documents from which information can be extracted.
The services provided in these public libraries vary from one library to another. More often, libraries have a huge collection of government publications with market statistics, large collection of business directories and newsletters.
4. Educational Institutions: Importance of collecting data from educational institutions for secondary research is often overlooked. However, more research is conducted in colleges and universities than any other business sector.
The data that is collected by universities is mainly for primary research. However, businesses or organizations can approach educational institutions and request for data from them.
5. Commercial information sources: Local newspapers, journals, magazines, radio and TV stations are a great source to obtain data for secondary research. These commercial information sources have first-hand information on economic developments, political agenda, market research, demographic segmentation and similar subjects.
Businesses or organizations can request to obtain data that is most relevant to their study. Businesses not only have the opportunity to identify their prospective clients but can also know about the avenues to promote their products or services through these sources as they have a wider reach.
Quantitative Research
When we speak of research in public relations, we are
normally referring to primary research, such as public opinion studies based on
surveys and polling. (The following lists quantitative research methods
commonly employed in public relations.) Surveys are synonymous with public
opinion polls, and are one example of quantitative research. Quantitative research is based on statistical
generalization. It allows us to make numerical observations such as
“85% of Infiniti owners say that they would purchase an Infiniti again.”
Statistical observations allow us to know exactly where we need to improve
relationships with certain publics, and we can then measure how much those
relationships have ultimately improved (or degraded) at the end of a public
relations initiative. For example, a strategic report in public relations
management for the automobile maker Infiniti might include a statement such as
“11% of new car buyers were familiar with the G35 all-wheel-drive option 3
months ago, and after our campaign 28% of new car buyers were familiar with
this option, meaning that we created a 17% increase in awareness among the new
car buyer public.” Other data gathered might report on purchasing intentions,
important features of a new vehicle to that public,
Examples of Quantitative Research Methods
Exploring the Method
Feedback, questionnaires, and surveys for any product in the planning phase reveals statistical numbers leaders can analyze. In order for any quantitative research method to work, one must first establish the baseline of what will be analyzed.
For example, will a certain widget sell as is? To find out, quantitative methods pool participants in various ways and match actual and factual numbers to the questions asked. Here, questions on market share, market demographics, and customer satisfaction can be achieved and those results used to improve the widget or change the widget (or elements of the widget) entirely.
Qualitative First
A new child’s phenomenon hit the market not too long ago—Pillow Pets by San Diego creator, Jennifer Telfer. Her idea incorporated a stuffed animal pet with Velcro which opened up into a sleeping pillow. Using the Pillow Pet example, we must first look at the qualitative method first
Most likely in developing her first Pillow Pets, Ms. Telfer looked at gender-specific designs. After all, girls may not like giraffes as much as boys or boys may want to skip the panda, etc. Let’s say this phenomenon had initial problems right off the bat—no sales.
Qualitative research always comes first, so in our scenario to determine the problems with low sales of the Pillow Pet qualitative research shows the reason for the low sales. For example, perhaps a focus group of children were gathered with a variety of designs to determine favorites and the not so favorites.
Using The Method
In keeping with our Pillow Pet example, from the focus group, perhaps the following was found:
No child of either gender liked the way the snake pillow felt when unfolded and found it uncomfortable.
Females thought the snake looked mean.
The polar bear was not white and black in color.
From here, the quantitative research method can begin by using various methods to determine why faults occurred and ways to fix them.
Qualitative research shows what is wrong, where quantitative methods reveal ways to improve products based on end-user input; or numerical data that can be analyzed.
Once qualitative researched showed no child wanted the polar bear or snake pillow pet, each were specifically questioned on why to determine the exact reasons. Once these reasons are discovered, quantitative research can begin.
