Research
- Understanding the Jargon
Mary
Tebje offers some insight into the maze of
jargon and big words that make our eyes water when talking about
research.
Primary data consists of original information
gathered for the specific project you have and can be collected
in the following
ways; exploratory research, surveys and experimental research.
Secondary data consists of information that already exists elsewhere,
having been collected for another purpose. A good place to start
and offers the advantages of lower cost, or free as many of the
above-mentioned suggestions are.
Observational research: in its simplest form, that is you visiting
your competitors and trying out their products and services
Mystery Shopping: do this yourself by being a customer for the
day, although it could be a bit difficult to do at your own place
of work, so ask a friend to telephone/send an email requesting
information or a brochure and see what sort of response they
get. Chances are, you will be horrified!
Focus groups: this involves bringing groups
of people together to discuss specific issues. They are ideally
conducted by a professional company to facilitate. Find
one that has access to rooms with one-way mirrors so you can
watch the proceedings, but don’t be tempted to make your
presence known by shouting abuse at the respondents!
Individual in-depth interviews: this involves lengthy questioning
of respondents, on an individual basis. Advisable to use a skilled
interviewer.
Surveys: this is by far the most popular method and can be used
to measure a wide range of issues. They can be administered in
a multitude of ways, dependent on what exactly is needed and
the budget available.
Quantitative research: the posh word for using extensive surveys
to gather data. Quantity over quality
Qualitative research: another posh word for smaller sample sizes,
but using techniques such as focus groups. Quality over quantity
Sample Size: how many people should be surveyed
Mary
Tebje
Mary@tourismleisure.org
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