Methods and Questionnaire-Based Surveys - Research Paper Example

Compare and contrast research methods with questionnaire-based surveys AFFILIATION: Compare and contrast research methods with questionnaire-based surveys Importance of Research Methods As the changes around the world are taking place at an accelerating pace, it has become important for the companies, research agencies and experts of various fields to gather valuable information and details to ensure compatibility with the new requirements of people and environment. The companies require data for ensuring the development of consumer-oriented products and services and enhancing the satisfaction level of its stakeholders by fulfilling their demands. The research agencies and experts conduct various studies and research on frequent intervals to ensure that the data provided to the decision makers is up-to-date and relevant (Malhotra & Peterson, 2006; Yin, 2009). As there are various research methods for carrying out different types of research in all areas such as psychology, public affairs, marketing, business administration and etc., it is important to make wise decision among all available options so that the results can be used in a productive manner (Hopper et al., 2007; Lee, Benoit-Bryan & Johnson, 2010). Since questionnaire-based survey was discussed in detail in the last assignment, five other research methods will be compared with this method to understand their applicability in the real world. The following table is a brief snapshot of the similarities, differences and applications of questionnaire-based surveys after doing comparison with in-depth interviews, focus groups, projective techniques, experimental methods and observation: Research Method Similarities Differences Applications In-depth interviews 1. Questionnaire development is the key 2. Questions are structured 3. Clarity about the question sentence 1. Interviewee might get bias and do incorrect recording 2. Requires huge amount of time 3. Highly skilled professionals are required which might get expensive 1. Detailed information can be gathered. 2. Developing an understanding about the reasons for making decision such as buying a product, selecting a brand, using a product or service and etc. 3. Understanding the behaviors of people and consumers. Focus groups 1. One-to-one interaction 2. Questionnaires are used 3. Clarity about the purpose of questions 1. It is less formal 2. Time-consuming 3. Might get deviated from the topic 1. Understanding consumer’s perceptions, preferences, attitudes and behaviors related to a product. 2. Obtaining first-hand information about new ideas and areas for improvement in existing offerings. Projective techniques 1. Might require asking questions 2. Less expensive 3. Data can be gathered quickly 1. High chances of obtaining sensitive information 2. Interpretation biasness can dominate the process 3. Subconscious information can be gained 1. Best for gaining insights about attitudes about a brand, product, advertisement or packaging. 2. Useful in gaining initial insights in the exploratory research. Experimental methods 1. Used for descriptive research 2. Expert conducts the research 1. Variables are controlled 2. Creation of real situations 3. Can get time-consuming and is costly 1. Test marketing is done effectively. 2. Actual information can be gathered about introducing a new product or service offering. Observation 1. Recording is done by the interviewee 2. Questions are pre-determined for gathering information 1. Record incorrect data 2. Observational biasness 3. More flexible 4. Time-consuming and may get expensive 1. Developing an understanding about the consumer’s psychology related to a product, service or brand. In-depth interviews In-depth interviews and questionnaire-based surveys require the professionals to develop a questionnaire so that they can ask the questions to the respondents in a structured way and any queries regarding the questions can be clarified during the research (Brugger, 2010; Kotnik et al., 2010). As compared to the questionnaire-based surveys, in-depth interviews are time-consuming, interviewee might record the answer according to his/her perception and experts need to learn the skills of conducting the interviews (Milena, 2008; Yaoxiang, & Lihai, 2008). These interviews are ideal for gathering information about the perceptions, attitudes, preferences and behaviors of the consumers. In-depth interview method is frequently used in the fields of psychology, marketing and business administration (Harris & Brown, 2010). Focus groups Focus groups comprise of eight to twelve respondents and it has a lot of similarity to the questionnaire-based survey such as a questionnaire is developed and tested before carrying out the research, respondents are provided leverage of answering the questions and experts help the respondents in understanding exact meaning of the questions (Milena, 2008; Reams & Twale, 2008). This method is different from the survey as it gets time-consuming when a lot of people are involved at one point in time, it is less informal as questions can be asked in any manner and deviation from the purpose is possible as respondents might get engaged in discussion of some other topic. Focus groups are extensively utilized for getting in-depth information about products, services and behaviors of people during the researches in marketing and psychology fields (Manolopoulos, 2008; Uyyar, 2010). Projective Techniques In the projective techniques, there are various options for employing this research method just like in questionnaire-based surveys; however, it is less formal and unstructured as compared to the questionnaire-based surveys (Tagloni et al., 2010). When using this technique, there are high chances of interpreting incorrect opinions held by the respondents and subconscious information can be gathered effectively which might lead to the development of an entirely new product or service (Hopper et al., 2007; Malhotra & Peterson, 2006). Both methods are similar as the questionnaire is their integral part as they have a set of questions for ensuring that the experts know the questions that need to be asked from the respondents for conducing the research and the process can be completed quickly and on agreed time period. These techniques are compatible with those researches that are directed towards getting valuable and in-depth insights about a product, brand or service. It even works best for exploratory research studies as it ensures that all of these studies are following an appropriate direction and the main objective is attained successfully (Yin, 2009). Experimental Methods The experimental methods are designed for the purpose of conducting exploratory research studies and the experts have to be directly involved in carrying out the research in an effective manner; both of these elements are common in questionnaire-based surveys (Wu, Boetang & Drury, 2007). However, experimental methods require development of real scenarios so that actual data about consumer’s responses can be gathered and the variables of study are controlled as opposed to the variables in the questionnaire-based surveys (Tagloni et al., 2010). All the organizations that are introducing or trying to do test marketing for a particular product or service will find this method to be beneficial for gaining in-sight about likely responses by the target market. These methods are most widely employed in the fields of medical science, marketing and medicine (Rajkokila, Shajithanoop, & Usharani, 2010). Observation The observation method allows the experts to observe the behaviors of a consumer and record it in the questionnaire that they have developed for the purpose of research. All observers are given a questionnaire in which they record the data about the consumer on the basis of their interpretation; all questions are arranged in a structured way so that data can be gathered in an appropriate manner which is also found in the questionnaire-based surveys (Yin, 2009). On the contrary, this method is time-consuming and sometimes expensive than the surveys. It allows the experts to conduct the research in a flexible way so that the information gathered is relevant and accurate (Tagloni et al., 2010). In such types of research, there is high probability of observer biasness as he/she may perceive the consumer’s behavior differently than the real reason for buying that specific product or brand. Observation method is highly effective when a company wants to gain insight about the perceptions held by the consumers about its product or service (Malhotra & Peterson, 2006). Conclusion Hence, it can be concluded that all research methods have advantages and disadvantages and the best way of selecting a research methods is to first determine the purpose of the research and the type of data needed. Although questionnaire-based surveys are among the finest research methods but it is important that other research methods are carefully evaluated so that the desired results are effectively achieved by the expert. 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