BUSINESS

RESEARCH

Arti Srivastava
 Samples

Represents the population for the purpose of research?

 Sampling Techniques

Sampling
Technique

Nonprobability Probability

Simple-
Convenience Purposive Quota Snowball Systematic Stratified Cluster
random

Proportionate

Disproportionate
Convenience Sampling: Problems and Benefits?
Purposive
Sampling
 Quota
Sampling
Snowball
Sampling
Simple-random
Sampling
Systematic
Sampling
Stratified
Sampling
Strata Proportionate Disproportionate
 Cluster
Sampling
Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Sampling Errors Lower Higher

Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Sampling Errors Lower Higher

Non-sampling Errors Higher Lower

Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Sampling Errors Lower Higher

Non-sampling Errors Higher Lower

Variability in Population Homogenous (low) Heterogenous (high)

Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Sampling Errors Lower Higher

Non-sampling Errors Higher Lower

Variability in Population Homogenous (low) Heterogenous (high)

Statistical Considerations Unfavorable Favorable

Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Sampling Errors Lower Higher

Non-sampling Errors Higher Lower

Variability in Population Homogenous (low) Heterogenous (high)

Statistical Considerations Unfavorable Favorable

Time Favorable Unfavorable

Non-Probability Vs. Probability Sampling
Factors Non-probability Probability

Design Exploratory Conclusive

Sampling Errors Lower Higher

Non-sampling Errors Higher Lower

Variability in Population Homogenous (low) Heterogenous (high)

Statistical Considerations Unfavorable Favorable

Time Favorable Unfavorable

Cost Favorable Unfavorable

 Problems in Research Design

Non-sampling error Random

sampling error
Nonresponse Response

Validity issues Data collection & Respondent Respondent

recording inefficiencies inefficiencies selection

Face validity Population

Questioning definition
Unwillingness

Recording and Inability

analysis
Construct validity Respondent
Cheating characteristics
 Qualitative Research Methods

- Open questions - Insights

- Unknown processes - Exploration
- Details and Nuances - Context
- Humans - Empathy
 Qualitative Research Methods

- Provides understanding of complex human side of a phenomenon.

- Helps answer “how” and “why” questions?
- Effective in identification on intangible factors such as social
norms, gender roles underlying values
- Understanding people from their point of view, not yours.
- ” EVERYTHING IS DATA!”
 Qualitative Research Methods
- Detail
- No right or wrong
- Not limiting the responses in categories
- Purposive recruiting followed by snowballing
- Homogenous group of people
- Tied to the researcher
“A good qualitative research study may simply begin with
the question, “What is going on here?” It will avoid early
hypotheses and definitions and instead will seek to
understand how participants define the situation.
Why do we need qualitative research?

Year 2009– A leading phone manufacturer had two different types of data available
Why do we need qualitative research?
Why do we need qualitative research?
Creating Customer Value
 Focus Group
- Moderators
- Setting up expectations and extracting information
- Questions (Engagement, Exploration, Exit)
- Respondents (8-10)
- Homogenous group of people
- Selectively recruited (Purposive/Snowball)
- Impact each other
 Focus Group Moderators

- Break the ice

- Be flexible
- Take notes
- Paraphrase
- Open opportunities for everyone, probe, guide, direct, and interject
Class-Activity

- You are a group of business students conducting market research on behalf of a local
entrepreneur who plans to open a new coffee shop in your town. The goal is to
understand the preferences and expectations of potential customers. Your focus group
discussion will help gather insights to guide the coffee shop's concept and design.
Focus Group Process
- Opening
- Describe the study
- Consent of the participants individually
- Introduction of the moderator and the note taker
- Highlighting that you are the moderator not an expert
- Prepare them for moderation
- Ground rules (Interruption, confidentiality, values and behavior)
- Participants introduction
- Icebreaker (Not necessarily)
- Build group dynamic
Focus Group Process
- Engagement and Exploration
- Conversational, Open ended
- Short, clear, and one dimensional
- Non-judgmental
- Non-dichotomous questions
- Pose questions to groups, not individuals
- Minimum intervention from the moderator
- General to specific or specific to general
- Begin with positive questions
- Follow but not stick to interview guide
Focus Group Process

- Exit
- Participants’ conclusion
- All things considered questions
- Summarizing key questions (Audience’s views)
- Main purpose of the study and what they think
Focus Group Process

- Exercises
- Lists (Make these interesting)
- Choosing among alternatives
- Magic potion
- Portrait
- Worst idea