RESEARCH INSTRUMENTS

RESEARCH INSTRUMENTS

1. Questionnaires

   • Document consisting of a set of questions that must be drafted in a coherent way
   • Structured, semi-structured and unstructured
   • Introductory questions, closed, open, evaluation, control, filling
   • They are used so that your answers can provide us with all the necessary information.
   • Insincerity, differences in understanding and interpretation, questions difficult to analyze

2. Interviews

   • Meeting of two or more people to discuss some matter, generally professional or business.
   • Labor, psychological, clinical, journalistic, open, structured or closed, mixed, face-to-face interview.
   • The steps for an interview are: presentation and greeting, objectives, questions, development of the interview and closing
   • Data analysis must be a deliberate action whose purpose is to fully understand a particular situation through conversations with the people directly involved in it.
   • Its uses are in journalism, anthropology, sociology, work, research and therapy

3. Content analysis

   • It is a recurring research technique used to analyze verbal data obtained through other research techniques
   • The potential is broad, and allows its use both from a quantitative and qualitative point of view, taking advantage of the advantages of both approaches when combined in a systematic and reproducible way.
   • The quantitative model is one in which quantitative data on variables are collected and analyzed and the qualitative model tries to identify the deep nature of realities, their system of relationships, their dynamic structure.
   • Its uses are: discover trends and reveal differences in communication content, compare messages, audit content and compare it, build and apply communication standards.
   • It is done by means of encoding; The relevant characteristics of the content are changed to units that allow their description and precise analysis.

4. Focus groups

   • It is a group of people with diverse profiles and backgrounds who are summoned to solve a problem and suggest an amalgam of resolving ideas.
   • It is a form of group interview that uses communication between researcher and participants, with the purpose of obtaining information.
   • Advantages, offer immediate ideas for the improvement of products or concepts in a particular way, help to identify requirements, offer information about the position of the competition from the customer's point of view, focus groups are also very good at obtaining opinions on different themes
   • Uses, decision making, program development, goal planning, needs assessment, quality moves, understanding employee concerns
   • The procedure for a focus group is: define the objective, make a list of the questions, duration of one or two hours, find and reserve a conference room and create a brochure

5. Observations

   • Action of observing or looking at something or someone with great attention and detail to acquire knowledge about their behavior or characteristics.
   • The observation process can be defined in three moments: obtaining evidence or records, systematization, and analysis of the information obtained.
   • Technique that consists of carefully observing the phenomenon, fact or case, taking information and recording it for later analysis.
   • Observation is a fundamental element of any research process and we also use it regularly in our daily lives to acquire knowledge