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SU2- Exploratory, Observatory Research Designs - Coggle Diagram

- - - - Online
        
        Text-based e.g. chat rooms, bulletin boards
        
        Videos e.g. webcams
      - Steps
        
        Plan study
        
        Understand study purpose, data requirements
        
        Ideal participants- best represents target population
        
        Select, recruit participants- screening, sampling
        
        Size- ideally 10-12
        
        Location- comfortable, convenient
        
        Conduct
        
        Moderator
        
        Stimulate, control discussion
        
        Guide's (outline topics, questions)- start with interesting, easy to discuss topics
        
        Set ground rules- no wrong ans
        
        Give incentives
        
        Analyse, report results
        
        Debriefing (analysis)- researcher, client, moderator compare notes
        
        Content analysis- categorise transcripted responses, create meaningful findings
      - Pros
        
        Synergy- stimulates new ideas, wide-ranging responses
        
        Client participation
        
        Gathers hard-to-reach informants
        
        Understand cust behaviours
      - Cons
        
        Groupthink- group dynamics impeding discussion
        
        Lacks generalisability
        
        Limited reliability
        
        Subjective interpretation
    - - Online
        
        Webcams
        
        Online text-based chat
      - Pros
        
        Probing qns- detailed info reveals underlying attitude, motives, etc.
        
        Rich details
        
        Reduces socially desirable responses (no other participants to impress)
        
        Reduces cross-talk (inhibits some ppl from talking)
      - Interviewer requirements- interpersonal communication skills
        
        Listen
        
        Probe
        
        Interpret
        
        Personality
      - Steps
        
        Understand initial problems, questions
        
        Create research qns
        
        Select best interview environment
        
        Screen respondents
        
        Briefing- greet, give interview guidelines
        
        Conduct interview
        
        Analyse responses
        
        Sum results
  - - - Lack generalisability
      - Low reliability
      - Hard estimate magnitude of investigated phenomenon
      - Researchers
        
        Rarely well-trained
        
        Subjective interpretative skills
    - - Validity- accuracy recording marketplace behaviours
      - Data collection- fast (except ethnography), alr existing (e.g. naturally occurring conversations on internet), rich
      - Preliminary insights- modelling, scale measurements
  - - - Record behaviour in natural setting
      - Participant observation- researcher in extended experience
    - - Follows thinking of the related entities over a period of time- obtain subconscious thoughts
      - Investigates situations similar to current problem
    - - Techniques
        
        Word association tests- stimulus 1 word
        
        Sentence completion test- stimulus 1 sentence
        
        Thematic apperception test (TET)- stimulus a group of images
        
        Cartoon/balloon test- - stimulus cartoon character (to fill up likely dialogue)
        
        Role-playing activities- stimulus role
        
        Zaltman Metaphor Elicitation Technique (ZMET)
      - Cons
        
        Complex interpretation
        
        Highly subjective
        
        Researchers
        
        Expensive- need to be highly skilled
        
        Interpretation influenced by background, experiences
    - - Elements
        
        Observable behaviour
        
        Forms
        
        Verbal e.g. conversations
        
        Temporal e.g. time spent shopping online
        
        Spatial e.g. theme park movement
        
        Physical objects e.g. which car model driven
        
        Expressive e.g. facial expression, tone of voice
        
        Physical e.g. shopping habits
        
        Recording system
      - Cons- only descriptive info
      - Features
        
        Directness (direct/indirect)- degree researcher actually observes in real-time
        
        Awareness (disguised/undisguised)- degree participants know they're being observed
        
        Structure (structured/unstructured)- degree researchers know behaviours prior to observation
        
        Observing mechanism type
        
        Human
        
        Technology-mediated observation e.g. cameras, traffic counters, optical scanners
      - Method selection criteria
        
        Info requirements
        
        (Degree of) relevant behaviours
        
        Best observation setting
        
        Method evaluation
        
        Best available observation setting
        
        Degree of directness, awareness
        
        Method- in-person vs. tech
        
        Cost- time, money, manpower
        
        Potential ethical issues
      - Pros
        
        Actual (vs. reported) behaviour
        
        Reduces recall/interviewer error, responses bias, refusal to participate
        
        Faster
        
        Cheaper
    - - Netnography- deep engagement with social media communities
        
        Feature- extensive contact, analysis typically with fanatic consumers
        
        Steps
        
        Gain entree
        
        Gather, analyse data
        
        Ensure trustworthy data interpretation
        
        Provide community research report feedback opportunities
        
        Source online forums (high traffic, many posters)
      - Social media monitoring- analyse social media conversations
        
        Vs. private communities (online social networks recruited to interact with researchers, other participants)
        
        Pros
        
        Negates/umprompted by potential bias
        
        Typical nonparticipants- may share exp online
        
        Cons
        
        Costly
        
        Automated data analysis (techniques to classify textual data)- accuracy unknown
        
        Self-selected sample- may not be representative
        
        Private social media size- non-accessible publicly
        
        Natural outlet to share exp.- rich, authentic info source
      - Listening platform (integrated approach)- monitor, analyse media sources
        
        Pros
        
        Monitor online brand image
        
        Handle complaints
        
        Discover cust wants
        
        Track trends
      - Sentiment analysis (opinion mining)- automatically categorise online comments into positive/negative using natural language processing (NLP)