Ethical Research Practices and Methodologies

Posted on Jan 22, 2025 in Marketing

Ethics in Research

  • Ethics and Individual Respondents:
    • Informed Decision and Informed Consent: Explain all aspects of the research, ensure voluntary participation, and outline the characteristics of the research.
    • Mistreatment: Avoid causing inconvenience, misrepresentation, or requesting unnecessary information.
    • Confidentiality/Privacy: Clearly define what information will be shared, who will have access to it, and provide information about electronic monitoring.
  • Special Populations:
    • Working with Children: Respect children’s rights, avoid physical or psychological harm, obtain consent from adults, and refrain from providing diagnostics.
    • Online Communities: Consider information in public spaces and the ethical nature of monitoring.

Secondary Research

  • What is Secondary Research?
    • Secondary research can directly answer informational needs, provide important insights prior to primary research, and contribute to questionnaire development. It is often more efficient in terms of money and time, and may be the only type of research possible.
  • Uses of Secondary Research
    • Secondary research can directly answer informational needs, provide important insights prior to primary research, and contribute to questionnaire development.
  • “Goodness” of Secondary Data
    • Ensure the data is solid and obtained from the original source.
  • Advantages and Limitations of Secondary Research
    • Advantages: More efficient in terms of money and time, and may be the only type of research possible.
    • Limitations: Availability, relevance, accuracy, and sufficiency.
  • Evaluating the Sources of Secondary Research
    • External: Government databases, libraries, trade and non-profit organizations, and syndicated data.
    • Internal: Finance, marketing, sales, research, and ad agency data.

Sampling

  • Census: A defined population.
  • Sample: A subset of the population, derived from the sampling frame.
  • Sampling Frame: A complete list, a substitute for a population that is accessible or available.
  • Probability Sampling:
    • Simple Random/Systematic: Every person on the list is numbered.
    • Stratified: Mutually exclusive groups.
    • Cluster: For example, choose 1,000 participants from the entire population of the US.
  • Convenience Sampling: Collecting data from a conveniently accessible group.
  • Purposive Sampling: Selecting a sample based on their knowledge of the population.
  • Quota Sampling: Selecting individuals that represent a population.
  • Snowball Sampling: Research participants recruit other members for the study.
  • Bias: Participants are not properly selected for a study (selection, response).

Qualitative Research: Focus Groups

  • What are Focus Groups?
    • Focus groups typically involve 8-12 people in a planned, safe environment, led by a moderator.
  • What is the Process of Planning and Conducting a Focus Group?
    • This can take place in formal facilities or informal settings. It involves screening participants, providing incentives, and re-screening the day of the focus group.
  • Online Focus Groups: Synchronous, Asynchronous, and Hybrid Models
    • Synchronous: Webcams in real-time.
    • Asynchronous: Discussion board, over time.
    • Hybrid: A combination of both synchronous and asynchronous methods.
  • Advantages and Disadvantages of Focus Groups
    • Advantages: Interactive, more stimulating and spontaneous, quick to conduct and analyze, and cheaper.
    • Disadvantages: Potential for domination and bias, can distort opinions, and provides group data rather than individual data.

Qualitative Research: Depth Interviews

  • What are Depth Interviews and Why Conduct Them in Qualitative Research?
    • Depth interviews are used to gather in-depth, detailed information in a one-on-one setting.
    • They are used to understand research topics from the perspective of individuals, providing firsthand accounts of events and experiences.
  • Types of Depth Interviews
    • Semi-structured: Questions are standardized, but answers are unspecified.
    • Minimally Structured: Interview topics are standardized, but questions and answers are unspecified.
    • Unstructured: Only the topic is specified.
  • Planning for a Depth Interview
    • Lead the conversation, maintain focus, introduce questions using a guide, probe, and evaluate the unfolding discussion.
  • Qualitative Interview Techniques: Open-Ended Questions, Probes, etc.
    • Use open-ended questions, avoid leading questions, use probes, and direct the conversation.
  • Advantages and Disadvantages of Depth Interviews
    • Advantages: Good for complex issues and provides an independent view.
    • Disadvantages: No brainstorming, more expensive, and takes longer.

Qualitative Research: Observation

  • Human Observation in Qualitative Research
    • Involves no questioning, just observing, witnessing, and recording information, often using a tracking system.
  • Types of Human Observations
    • Unobtrusive: No communication.
    • Visible: The subject is aware they are being observed.
    • Hidden: The subject is unaware they are being observed.
  • Automated Observation
    • Online, involving some count of some sort.
  • Online and Offline Behaviors
    • Anything you can observe in real-time (online) and recorded information that is being viewed later (offline).