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8/6/2019 Lesson 5 Research Methods
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The world·s most
famous newspaper
error
President Harry Truman
against Thomas Dewey
Chicago Tribute
prepared an incorrect
headline without first
getting accurate
information
Reason? bias
inaccurate opinion
polls
Sampling
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Most research cannot
test everyone. Instead a
sample of the wholepopulation is selected
and tested.
If this is done well,
the results can be
applied to the wholepopulation.
This selection and
testing of a sample is
called sampling.
If a sample is poorly
chosen, all the data
may be useless.
Sampling
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Most research cannot
test everyone. Instead a
sample of the wholepopulation is selected
and tested. If this is
done well, the results
can be applied to the
whole population.
This selection and
testing of a sample is
called sampling.
If a sample is poorlychosen, all the data
may be useless.
Sampling
Populationthe group of people we wish to understand.
Populations are often segmented by
demographic or psychographic features (age,
gender, interests, lifestyles).
Sample
a subset of thepopulation that
represents the whole
group
Respondents
people who
answer
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Two MethodsSampling
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SamplingLists and Random Numbers
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SamplingMargin of Error
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SamplingMargin of Error
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SamplingMargin of Error
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41 respondents
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Planning a survey
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Planning a survey
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Planning a survey
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Planning a survey
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Planning a survey
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Planning a survey
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The Questions
Asking questions
1. Avoid jargon, slang, abbreviations
Example:
How often do you use Polyethylene carrier s?
Ask instead:
How often do you use plastic bags?
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The QuestionsAsking questions
2. Avoid ambiguity, confusion and vagueness
Example:Do you eat out often?
Ask instead:
In a typical week, about how many meals do
you eat away from home, at a restaurant,cafeteria, or other eating establishment?
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The Questions
Asking questions
3. Avoid Double-barreled questions
Example:
Do you support or oppose the use of lead
in lipsticks and paint?
Ask instead:Do you support the use of lead in lipsticks?
Do you support the use of lead in paint?
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The Questions
Asking questions
4. Avoid Leading
Example:
Do you help the environment by using
canvas shopping bags?
Ask instead:Do you use canvas shopping bags?
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The Questions
Asking questions
5. Beliefs as real
Example:
Do you think more educated people wear
fur clothing?
Ask instead:What is your education level?
Do you wear fur clothing?
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The Questions
Organising questions
Question types:
Closed ±
� Likert scales� Semantic scales
� Ranking scales
� Structured questions(age, income, education level, etc)
Open ±
� Opinion
� Overall / final comments
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The Introduction
[Fashion and the Environment]We are a team of [Fashion Marketing] students from Raffles College of
Higher Education.
We are conducting this survey as part of our research project for our
Academic Research and Communication Skills module under our
lecturer and research supervisor Kavita Parwani.
The questionnaire should take about 5 minutes to complete.Our research project examines [the attitudes of the students of Raffles
College of Higher Education towards the reuse, reduction and
recycling of clothing.] We hope that your response will help us
understand our subject in greater depth.
The information we gather is confidential and anonymous, in other words,
we will not name you or identify you in connection with the information
you provide.
If you have any questions about the survey or our research project, please
feel free to contact me, [Josephine Lim, at josephinelim@gmail.com]
or our supervisor Kavita Parwani at kavitaparwani@raffles-
college.edu.sg
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