9/15

• Designs of the day
  01 X 02

  • X 03 04

    • 05

        06 X 07 08

• Younger versus older adults who are science versus business majors differ in their attitudes towards graduate students

  • XX01 - young, Business

  • XX02 - young, science

  • XX03 - old, business

  • XX04 - old, science

Focus group: 6-10 individuals; 45 mins

Taste testing: 5 individuals

Categories of Research

                Qualitative Research        Quantitative Research

Purpose        To explore                                To understand

Questions       Not standardized Standardized

Instrument      Camera, voice, recorder, etc. Questionaire

Sample            Small                                            Large

Analysis            Subjective                                    Objective

Result          Tentative; exploratory research    Conclusive; descriptive or causal research

Classification of Observation techniques:

1. Direct vs. indirect

2. Disguised vs. undisguised

3. Structured vs. unstructured

4. Human vs. mechanical

Pros and Cons of Observation Techniques

Pros:

• insight into actual, not reported, behaviors

• Certain types of data can only be collected via observation

• no chance for recall error

• better accuracy

• less cost

Cons:

• small number of subjects/time-consuming

• subjective interpretations-your perception

• less suited for “private” behaviors

• inability to pry beneath the behavior observed

• may not be appropriate

Focus Groups:

A focus group is a qualitative research method that involves a small group, typically 6-10 individuals, to explore attitudes and perceptions on a specific topic. These sessions usually last around 45 minutes and are used to gather in-depth insights.

Focus groups, pros vs cons

Pros
- generates fresh ideas

• allows clients to observe their particapnts

• may be directed at understanding a wide variety of issues

Cons

• high cost