Lesson 5 Research Methods

8/6/2019 Lesson 5 Research Methods

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Lesson Five Research Methods 31







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




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




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




Two MethodsSampling




SamplingLists and Random Numbers







SamplingMargin of Error












41 respondents




Planning a survey




Planning a survey




Planning a survey




Planning a survey




Planning a survey




Planning a survey






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?




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?




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?




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?




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?




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




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 [email protected]]

or our supervisor Kavita Parwani at kavitaparwani@raffles-

college.edu.sg













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Lesson 5 Research Methods