How to collect original data ========================
———定性资料的收集
1. The difference between quantitative survey and qualitative survey
Qualitative surveys are used to investigate the attitudes, feelings, motivations, reactions, and development directions of consumers in the test room. The sample size of qualitative surveys is generally small , and most of the collected data are qualitative data that are difficult to quantify . Therefore, in the qualitative survey data "Simple " descriptive statistical analysis methods such as " frequency analysis " were used in the analysis . Qualitative research can be applied to almost all industries and markets.
Quantitative surveys are mainly used in descriptive, causal and predictive surveys, and the purpose of surveys is to infer the quantitative characteristics of the population. in quantitative surveys. Investigators generally conduct surveys based on questionnaires, and most of the data obtained are quantitative data. Therefore, statistical methods such as frequency analysis, correlation analysis, factor analysis, and cluster analysis are mainly used in data analysis. Quantitative investigation generally requires a large number of samples to be investigated from the population .
2. Advantages and limitations of qualitative research
1. Advantages
-
The cost is lower. Small sample surveys are inexpensive.
-
Can better understand the attitudes and motivations deep in the hearts of consumers. After all, it is a qualitative survey
-
It can improve the efficiency of quantitative investigation . Qualitative investigation is not only the preparation of quantitative investigation, but also the supplement of quantitative investigation.
2. Limitations
- Does not reflect subtle differences.
- The representativeness of the sample is low. The small sample size is both an advantage and a disadvantage , and it is poorly representative of the population
- Higher quality requirements for investigators. Investigators must have knowledge of psychology, sociology, marketing, etc.
3. Common qualitative data collection methods
1. Focus group interview method
The focus group interview method is also called the discussion method or the group discussion method. It is to select a group (usually 8-12 people) of the respondents and use the form of a small meeting in a room equipped with a one-way mirror or audio and video equipment. , an investigative method in which information is obtained through discussion of a research topic led by a facilitator. The duration of the focus group interview is approximately ( 1.5-3 hours) .
The main steps
- Prepare the site, pay attention to the comfort of the test room
- determine the respondents
- Determine the moderator
- Develop a Discussion Guide
- Write an interview report
Advantages and disadvantages
1. Advantages
-
Data collection is fast and efficient . The focus group interview method interviews several respondents at the same time, saving time.
-
The information obtained is extensive . The role of group dynamics in the focus group interview method is huge, causing a "snowball effect"
-
The result of the survey is relatively good employee training materials . Through the interview videos and materials, more employees can directly contact customers and understand their opinions and needs.
-
Scientific testing is possible. Focus group interview method , which can be closely monitored and convenient for later analysis
2. Disadvantages
- Higher requirements for the host, after all, so much knowledge must be mastered
- It is easy to be biased, and it is biased by the influence of the host
- Sensitive issues should not be investigated
- **It is not conducive to the collation and analysis of data. **The results of focus group interviews are often unstructured and messy data
2. In-depth interview method
In-depth interview refers to an in-depth discussion between the interviewer and a respondent on a certain issue in a relaxed and natural atmosphere, with the purpose of allowing the respondent to speak freely and fully express their views.
Differences from focus group interviews:
In-depth interviews are one-to-one, focus interviews are one-to-many
Advantages and disadvantages
advantage
- Eliminates the effect of group pressure so that surveyors don't have to say only what is most acceptable to the group, so each surveyor will provide honest information
- One-to-one communication makes the respondents feel that they are the focus of attention , so they are willing to express their views, attitudes and inner thoughts
- Encouraging the respondent to reveal more information when the interviewee has sufficient time for the interview often has unexpected benefits
shortcoming
- Lost group dynamics, unable to generate mutual stimulation and collision of viewpoints among respondents
- Higher cost , especially when the number of respondents is large
- Interviewers have a limited number of people to interview in a day . Most interviewers interview no more than 4-5 people in a day
3. Delphi method
The Delphi method is also called expert prediction method and expert scoring method in our country. Experts use written methods to answer investigators' questions "back to back", and after passing information, they revise their opinions many times, and finally the investigators A comprehensive analysis method to draw conclusions from the investigation.
The Delphi method has the following characteristics:
-
Anonymity , experts do not communicate with each other and all express their opinions anonymously
-
reincarnation feedback
-
quantitative analysis
-
Investigators play an important role . The Delphi method is based on the wisdom, knowledge and experience of experts. Whether the experts are suitable or not is directly related to the success of the Delphi method.
advantage
- Cost savings
- It is conducive to independent thinking and independent judgment of experts
- Improves the scientific nature of the investigation
shortcoming
- Lack of objective standards, there is a certain degree of subjective one-sidedness
- Survey conclusions are likely to be close to the median or arithmetic mean
- long investigation time
4. Projective method
The working principle of the projection method is to reveal the true emotions, intentions and motivations of the respondents by observing and mining the responses of the respondents to the test. In general, the projective method uses materials with loose structure and vague stimuli to test the respondents, and then draws conclusions based on the responses of the respondents.
Projection can penetrate people's psychological defense mechanisms, especially suitable for sensitive issues
Types of Projection
-
Associative technique
The associative technique refers to setting a certain stimulus in front of the respondent, and then asking the respondent what he first associates with.
-
Structural techniques :
Structural techniques require respondents to construct a situation in the form of a story, dialogue, or drawing. Picture answering method and consumer drawing method are frequently used forms
-
Performance techniques:
The performance technique is to provide the respondent with a literal or visual situation, and ask him to relate other people's feelings and attitudes to the situation. Such as role-playing and third-party techniques.
Advantages and disadvantages of projection method
advantage:
- For privacy or sensitive issues
- Can bypass people's psychological defenses to get real information
power shortage
- Requires dedicated, trained interviewers
- The cost of the survey is relatively high, and the projection method has relatively high requirements for the quality of the investigators, and sometimes psychologists are required to participate in the analysis of the answers, thus increasing the cost of the survey.
- Explanation bias is relatively large. The projection method is more difficult to explain the answer and has a relatively strong subjectivity, so there may be a relatively large interpretation bias
Reference books: "Market Research Jiang Ping, Jin Yu, edited by Jiang Ping, Jin Yu Gezhi Publishing House" [Abstract book review trial reading] - Jingdong Books (jd.com)