Professional Documents
Culture Documents
MNM3702 Studentnotes
MNM3702 Studentnotes
MNM3702 Studentnotes
Chapter 1
Time limits
Data availability
Nature of the decision
Value of research data
Availability of resources
Credibility
Competence
Capacity
Cost
Chapter 2
Secondary data
Advantages:
Collected with less effort than primary data
Enhances collection of primary data
It can be more accurate than primary data
It provides comparative data that makes for more illuminating
interpretation on primary data
Disadvantages
Secondary data does not often apply to the specific problem investigated
Accuracy is questionable
It dates quickly
Different sources define and classify terms and definitions differently
Secondary data uses different measures
Web addresses
Subject directories
Search engines
Newsgroups / mailing lists
Browsing
Consulting virtual reference libraries
Purpose
Accuracy
Consistency
Credibility
Methodology
Bias
Survey
Experimental
Observation
Survey characteristics
Based on a specific, logical and formal procedure
Selects units of the population without preference
Contains units of investigation of the investigated population
Aimed at the present
Data is original
Obtained from a sample of the population
Obtained by interviewers who act as mediators
Primarily, respondents own opinion
Collected quickly
Limitations
Cost of personal interview is high
Limited time availability
Suggested it may be artificial
May not be truthful
Respondents may not be available
Respondents may not be relevant
Errors
Sample errors – sample size
Systematic errors – sample design errors – measurement errors
(response errors, non-response errors, interviewer errors, administrative errors)
Survey method
Personal interviews – door to door, mall intercepts and executive
interviews
Telephone interviews
Mail surveys
internet surveys
Personal interviews
Advantages
Personal contact
Use of visual material
More lenient than other methods
Opportunity to explain
Literacy not essential
Sample is more representative
Disadvantages
High unit costs
Heterogeneous simulation
Intensive control essential
Time limit
Commitment of respondent
Limited geographical cover
Telephone interviews
Advantages
Speed
Unit cost relatively low
Geographical cover
Not limited by literacy level
Effective checking possible
Technical presentation done quickly
Response rate good
Disadvantages
Only people with private telephones may be contacted
Length limited
Commitment of respondent
Suspicion in some respondents
Mail surveys
Advantages
Unit cost relatively low
Homogenous simulation
Geographical cover
Freedom of the respondent
Speed
Easy and quick processing
Disadvantages
Level of representation
Impersonal
Limited to literate people
Public negativity towards questionnaires
Lack of control
Addresses must be available beforehand
Internet surveys
Advantages
Easy an quick delivery
Quick and convenient responses
Cheaper
Targeted
Convenient for respondents
Appeal to respondents
Interviewer bias is eliminated
Auto data capture and analysis
Disadvantages
Confidentiality concerns
Anonymity not guaranteed
Junk mail factor
Potential for sample errors
Limited access to internet
Experimental method
4 methods limiting secondary variance
Randomisation
Physical control
Design control
Statistical control
Qualitative data
Choosing data collection method
3 Requirements of observation
Advantages
Dis-advantages
Advantages
Disadvantages
Non-representable sample
Inconclusive results
Fear of embarrassment
Dominant personalities
Effect of moderator
In depth interviews
Advantages
Disadvantages
Costly to administer
Analysis time is consuming
Small sample
Element of subjectivity
Participants may fatigue
No group dynamics
Errors can occur
Unstructured means it is unscientific
Projective techniques
Limitations
Extremely expensive
Small samples
High non-response rate
Data collection subjective
Time consuming and complex
Limitations of qualitative
Levels of measurement
Nominal
Ordinal
Interval
Ratio
Comparative scales
Non-comparative scales
Validation
Checkbacks
Review questionnaire interviewing instructions
evaluate the reputation of the interviewer
Sampling steps
1. Define population
2. Identify sample frame
3. Select sampling methods
4. Determine sample size
5. Select sample elements
6. Gather data from designated elements
Sampling methods
Non-probability
Convenience
Judgement
Snowball
Quota
Probability
Simple random
Systematic
Stratified
Cluster
Multistage
Blind guesses
Statistical method – levels of confidence – precision –standard deviation
Research report
A good report meets 4 criteria
Completeness
Accuracy
Clarity
Conciseness