Marilyn's Life From East to West


Chapter 5- ReSeArCh
March 27, 2009, 10:09 pm
Filed under: Reading Notes

Chapter 5 was a good chapter to take note of because as we all know, research is important, especially so you know what you are doing.  Research is important not only for personal knowledge, but also to prevent crises, to sway public opinion, and acheive credibility with the management.  The point of all this research is to make sure that every plan goes as smooth as possible and trying to solve a problem.  There are two types of research: primary and secondary.  Primary research information that the researcher looks up first hand and secondary research is existing information.

Qualitative v. quanitative rearch:  Qualitative explores content analysis, interviews, focus groups, copy testing and ethnographic techniques.  Also known as soft data.  It is meant to research in more of an experimental way and is usually valid but not heavily reliable.

Quantitative research is hard data and is based more around close ended questions and a descriptive type of research.  The samples are usually random and are valid and reliable.  Questionaires are also used as a tesing measure in which wording must be considered carefully.  It is important to avoid loaded questions and give a range of possible answers so that the respondent can find what they are looking for.

Regardless of the research, there are multiplw ways to retrieve information.  Personal interviews, online databases, questionaires, mall interception and random sampling are just some of many ways.

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