Lesson Five Research Methods 2

Jenny Nhim is a 21 year-old student at

Raffles College, Singapore.

Given Family
Occupation Nationality City
Name Name
Jenny Nhim Student Burmese Singapore
Gray Tim Pilot American New York
Lim Chris Sailor Singaporean Singapore

Lesson Five Research Methods 32

Data Collection
Survey

Collects quantitative
data via questionnaire
(participant answers
questions themselves
online or on paper) or
structured interview.
Usually uses closed
questions and aims for
short, quantifiable
answers.
Explain study to all
participants.

Lesson Five Research Methods 32

Data Collection
Survey

Lesson Five Research Methods 32

Data Collection Quantitative,
statistical, objective
Demographics data that describe a
group of people.
Primary data is
collected via a
questionnaire in a poll,
survey or census.
Secondary data may
be published online or
elsewhere.
Common demographic
variables are: age,
gender, household size,
personal income,
education, race,
religion.

Lesson Five Research Methods 32

Data Collection Quantitative data used
Psychographics to measure subjective
information.

Psychographic research
attempts to quantify the
qualitative.
Collected via a
questionnaire in a
survey or structured
interview.
Common psychographic
variables are: opinions,
religious beliefs, music
tastes, personality traits
and lifestyle choices.

Lesson Five Research Methods 32

Data Collection Quantitative data used
Psychographic Question Types to measure subjective
information.

Psychographic research
attempts to quantify the
qualitative.
Collected via a
questionnaire in a
survey or structured
interview.
Common psychographic
variables are: opinions,
religious beliefs, music
tastes, personality traits
and lifestyle choices.

Lesson Five Research Methods 32

Data Collection Quantitative data used
Psychographic Question Types to measure subjective
information.

Psychographic research
attempts to quantify the
qualitative.
1. If GAP were a person, what kind of person would it be? Collected via a
Circle the number on the scale that reflects your opinion. questionnaire in a
Honest 1 2 3 4 5 6 7 Dishonest
Fashionable 1 2 3 4 5 6 7 Unfashionable survey or structured
Generous 1 2 3 4 5 6 7 Greedy interview.
Traditional 1 2 3 4 5 6 7 Modern
Rude 1 2 3 4 5 6 7 Polite Common psychographic
Serious 1 2 3 4 5 6 7 Fun
variables are: opinions,
2. What do you think of Singapore?
Circle the number on the scale that reflects your opinion. religious beliefs, music
Boring 1 2 3 4 5 6 7 Fun tastes, personality traits
Clean 1 2 3 4 5 6 7 Sterile
Relaxed Uptight
and lifestyle choices.
1 2 3 4 5 6 7
Creative 1 2 3 4 5 6 7 Stilted

Lesson Five Research Methods 32

video Lesson Five Research Methods 32
Information Gathering
Photo Ethnography

Subjects record their own Researchers then combine

experiences with cameras individual case studies into a
(sometime in conjunction with collective understanding of the
personal journals). community being studied.

Lesson Five Research Methods 32

Information Gathering
Visual Anthropology

The researcher may

conduct primary
research by
photographing or filming
the subject in order to
better understand cultural
behaviour of a target
group.
Researchers may also
review secondary
sources such as
television programmes,
adverts, movies etc to
understand how the
subject is viewed.

Lesson Five Research Methods 32

Information Gathering
Interview
Excellent method for
Who
gaining expert and/or
subjective opinions on
What a topic.
Where Qualitative research
Why method.

When Use open-ended

How
questions which require
long, detailed answers.
Record interviews.
Explain study & get
consent from all
participants.

Lesson Five Research Methods 32

Information Gathering
Focus Group
Organised discussions with a
moderator and limited
number of participants (often
8-12).
Qualitative method to study
opinions, motivations,
attitudes & group interaction.
Moderators should remain
neutral, ask open ended
questions, speak only when
necessary & record session.
Explain study & get consent
from all participants.

Lesson Five Research Methods 32