Research Instruments

Research Instruments

1. Questionnaires

   • We often require information on a range of subjects and to obtain that information we may be required to ask people questions.
     • Types of question
       • Multiple-choice questions
       • Closed questions
       • Open-ended questions
     • Limitations
       • Leading questions
       • Complicated questions

2. Interviews

   • Interviews involve a set of assumptions and understandings about the situation which are not normally associated with a casual conversation
     • Types
       • The unstructured interview
       • The semi-structured interview
       • The structured interview
     • Procedures
       • Draft the interview
         • Pilot your questions
           • Select your interviewees
             • Conduct the interviews
               • Analyse the interview data

3. Content analysis

   • Is the collection of data through a number of instruments including questionnaires, interviews and focus groups.
     • Procedure
       • Identify the topic of your research
       • Establish content categories
       • Test the categories generated
       • Collect data
       • Analyse content of data and provide results
     • Quantitative models
       • Quantitative content models
         • Data
           • Richness
           • Complexity
       • Conceptual Analysis
         • Frequency of concepts

4. Focus groups

   • Focus-group research is a form of qualitative method used to gather rich, descriptive data in a smallgroup format from participants who have agreed to ‘focus’ on a topic of mutual interest.
     • Purposes
       • To
         • uncover complex motivations
         • gather insight
         • prepare for a larger study
         • obtain market research data
     • Procedure
       • Establish the group
       • Develop your questions
       • Conduct the focus group
         • For: Joshua Enrique García Rodríguez
       • Analyse group data

5. Observations

   • Research characterised by a prolonged period of intense social interaction between the researcher and the subjects.
     • Checklist
       • space
       • actor
       • activity
       • object
       • act
       • event
       • time
       • goal
       • feeling
     • Uses
       • Social settings
       • Events important
       • Flexible approach

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