Test 4 study guide 04/08/2011
Four kinds of research and the value to us of each
Primary quantive: create and conduct your own survey with close
ended questions
oValues
you can tailor your research to your precise needs
statistically valid, deals with percentages and liklihoods
Primary qualitative: set up your own focus groups with your own
topic questions. Do mall intercepts or one on one interviews.
oValues
you can tailor the topic guide to your precise needs
not statistically valid
gives more indepth and richer information then
quantative
Secondary quantitative: Uses data from a previous sruvery you
have found from clients quantitative research.
do this research in government, and other such data bases.
oValues
Using others saves time and money
Less tailored to you specifically
Also statistically valid and deals in liklihoods
Secondary qualititative: uses clients’ focus group material.
oFound in research publications other resource for qualitative
data
Values
oThis kind of research can provide additional insights and
perspectives
oUsually not statistically valid
oCarefully choosen sources
oNevertheless valuable
Types of research questions we use
Qualititaive: which can provide cold hard statistics
