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RESEARCH METHODS (Quantitative (Statistical analysis (Likert scale (scale…

- - - - Anonymity
      - Send to multiple users
      - Low cost
      - Completed at convenient time for user
      - Easy to analyse
    - - Low response rate
      - Misinterpretation of question
      - Unanswered questions
      - Inaccurate data
      - No human interaction - cannot read emotions
      - No context - answer could mean something different.
      - Wording of questions - could be bias
- - - - More detail/elaborate on answers
      - Can read emotions of respondent. Give answers more meaning
      - Probing/ask why
      - Reasons behind answers/feedback on service/product
      - Higher response rate
      - Ensure all questions are answered correctly
    - - Time consuming to interview several people
      - Limited space
      - Harder to analyse
      - Must be completed at certain time.
      - Interview bias - may influence respondent
      - Respondent may provide answer that company wants to hear.
      - No anonymity
  - - - Gather in depth opinions from several members
      - Debates can add value
      - More people than interviews
      - Easy to observe
      - High response rate
      - Assess reactions to topic
      - Hard to distinguish between group and individual viewpoint.
      - Members feel more valued as they are involved in decision making for brand or product/service. Therefore, they may provide more detail.
    - - Time consuming - must be at convenient time for participants.
      - Expensive and requires space
      - Some may be afraid to speak in public
      - Limited reach
      - Easily influence others
      - Researcher has less control over questions/overall flow. Could go off topic.
      - Hard to arrange
      - Less anonymity - may put people off.
      - Some information may be sensitive - may discourage people
  - - - Misinterpretation of events
      - Bias
      - Male/female may influence analysis.
      - Lack of trust from participants
      - Language clash between researcher and members
- - - - Positive/negative comments or quotes. Summarise sentences.
      - Software or manual
      - Uncover trends
      - Categorise words/phrases by emotion or behaviour.
    - - Surveys - scale of 1-5 - Likert scale.
      - Observation tally table
      - Statistically analysing scores to answer research question.