Transcript Primary Research - University of Florida College of

Primary Research
Purpose

To understand the qualitative and
quantitative methods commonly used in
primary research
Primary Research

Collection of original, often proprietary,
information to meet the specific interests
of the research sponsor
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Can be used

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As a substitute for secondary research
OR as a complement to secondary research
Primary Research Categories

Qualitative Research
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In-depth, insight generating
Non-numerical
‘Directional’
Common Techniques

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Personal interviews (depth, one-on-one)
Focus groups (8-12) and mini-groups (3-6)
Advantages of Qualitative Research

Allows us to ‘get close to the issues’

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To better understand the link between
attitudes, beliefs, and behaviors
Allows time and opportunity to probe the
whys
Uses of Qualitative Research

Can lend insight to what direction planning
decisions should take

Can be a useful precursor to quantitative
research, questionnaire development
Primary Research Categories

Quantitative Research
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Numerical
Statistically reliable
Projectable to a broader population
Advantages of Quantitative
Research

Provides the best means for
understanding large populations in
numerical terms
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Data gathered can be analyzed through
inferential and descriptive statistical
procedures
Uses of Quantitative Research

Can be accomplished quickly, efficiently*
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Gauges broad patterns, trends
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Can be a useful precursor to qualitative
research, discussion guide development
Quantitative Research

Common Techniques
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Observation research*
Physiological Research
Survey Research
Observation Research

Natural v. Contrived (mystery shopper)
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Do subjects realize the researcher is watching
or not?
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Disguised vs. Open observation
The means by which information is recorded

Structured (checklist) vs. Unstructured (narrative)
Physiological Research Techniques

Eye tracking

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Detects what, in what order, and for how long
a viewer processes information
Galvanic skin response

Detects emotional stimulation or stress level
through perspiration
Physiological Research Techniques

Brain wave analysis
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Detect activity and involvement based on brain
waves
Voice pitch analysis
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Detects changes in voice pitch and vibration
Methods of Survey Research
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Personal interviews
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Telephone interviews
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Mail Surveys
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Electronic/Interactive Surveys
Criteria for Identifying Which
Method Is Best
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Cost
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Timing Requirements
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Sample Characteristics/Requirements
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Accuracy of data required
Criteria for Identifying Which
Method Is Best

Complexity of the topic

Interview length
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Response rate required

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Tolerable non-response error
Administrative control required
Qualitative or Quantitative?

Gator Advertising has developed two new
advertising campaigns. Research has
been recommended to help the agency
select the strongest campaign for client
recommendation. “Strongest” will be
evaluated in terms of “liking” and
purchase intent.”
What kind of research should we
recommend?
Qualitative or Quantitative?

The client, a gasoline manufacturer, has
decided that its new advertising campaign
should not be directed toward “all users”
as in the past, but to a smaller, better
defined segment of purchasers. Research
is needed to identify the size and
characteristics of different user segments.
What kind of research should we
recommend?