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What makes good research?

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What makes good research?

Builds your
organizational knowledge

Helps you make


better decisions

Delivers a
competitive advantage

Provides a clear
measure of performance

Enables your business to


perform more effectively

Keeps your organization


thinking and market focused

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What options do I have to do research and what will be


the best thing to do?
Secondary research
Exploratory / qualitative
research
Quantitative research

Case studies/benchmarking
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Secondary research

When might I use it?

When you have nothing else; when you need to


paint the landscape; as a starting point;

Examples

ASC ERASS Surveys; ABS surveys & Census


data; research papers; conference papers; your
own internal databases;

Upside

Relatively cheap; available now; broad


coverage; cross sport comparisons;

Downside

Will rarely address your issue; broad; generic


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Exploratory / qualitative
research
When might I use it?

When you need to EXPLORE issues; develop


deeper understanding of reactions, test
hypotheses, understand dynamics

Examples

Focus groups, one on one interviews, mini


groups, unstructured interviews, listening
posts, web groups and web forums

Upside

Rich information providing insights into


motivations, emotions, reasoning, and engagement.
A strong linkage with target markets

Downside

Small numbers; not necessarily representative;


can be misinterpreted;
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Quantitative research

When might I use it?

When you need strong measures; representative


samples, looking to examine sub groups; size
markets / problems; measure reactions / attitudes.

Examples

telephone interviews, face to face interviews,


mail surveys, web surveys, email surveys, exit
surveys, shadow shopping exercises, omnibus
surveys, dedicated surveys

Upside

Powerful tool for substantiation; Defensible; a


good basis for making decisions;

Downside

May not always explain behaviours; can be


expensive and time consuming; many design
and analysis pitfalls;

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Lets discuss your research needs

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What options do I have and what will be the best thing


to do?
ACB pricing
strategy

Key revenue stream quantification of


demand required
Telephone survey price sensitivity for ODI &
Test ticket prices
Adult, child & premium categories

HA & ACB high


performance
program review

Qualitative study in depth and detailed


information required
Consultative approach using exploratory
techniques
Combined with written submissions
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What options do I have and what will be the best thing


to do?
Triathlon Australia
& ASC event
analysis

Quantitative survey satisfaction


measures needed; multiple stakeholder
groups;
On site survey + mail surveys + email
surveys + telephone interviews;

ASC evaluation of
the Active Australia
Awards

Multi stage study telephone survey,


benchmarking case studies, focus groups

ATA customer
demographic and
needs profiling

Multi stage study omnibus study,


secondary research, focus groups,
telephone surveys, competitor mapping
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So how do I design good research?

Work hard at developing CLEAR OBJECTIVES


and MEASUREABLE OUTCOMES

Check the research will provide INFORMATION


to aid in making the decisions you want to make.
Do lots of PLANNING use a 360 planning
approach

Ensure the research can be integrated into the


organization.

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So how do I design good research?


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Engage a knowledge / information / data


PARTNER. Brief them fully on your needs
& expectations.

Ensure there is an internal OWNER for


the research

Ensure the research is linked to one or more key


business metrics for example the budget or
strategic plan

Demand engagement in the research lots of


communication so you learn through the process;
if you dont understand it dont do it

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