Qualitative
What’s the Purpose?
In an issue of the Alberta Views magazine, University of Calgary professor Harry Vandervlist looks at the autonomy of the province’s universities. The feature article asks, “What do we want from our universities, and where are they heading?”
Alberta Views conducted an informal online survey about the purpose of Alberta’s universities, asking, “What should be the main purpose(s) of Alberta’s universities?” The respondents were asked to choose up to three answers form this list:
- to be the critic and conscience of society
- to train workers
- to preserve knowledge
- to promote social class mobility
- to encourage the pursuit of truth
- to invent useful products/technologies
- to prepare citizens for democratic participation
- to be a place to which citizens can withdraw to gain perspective on life
- to perform research on behalf of the corporate sector
- to be place for people to develop fully as human beings (i.e. their hearts, minds and souls)
Many also responded with additional thoughts about how best to articulate the purpose of the university, as well as suggestions on how to improve the survey. The information gathered provided qualitative data which gave professor Vandervlist a good idea about what others thought about the universities in Alberta.
The Alberta Views magazine publishes thoughtful commentary, in-depth analysis and award-winning journalism that explores the unique political, social and cultural life of Alberta from a progressive perspective.
In-Person Interviews
One type of research is in-person interviews.
When interviewers are recruiting people for in-person interviews, it is important to carry letters verifying that they represent a legitimate organization. Also, wearing a name tag with the name of the organization is a good idea.
One way to increase responses is to send letters or make phone calls ahead of time. During an interview, be ready to answer 5 questions:
1. How long will this take?
2. How do I know this is confidential?
3. How will the results be used?
4. How did you get my name?
5. What is the purpose of the survey?
Sometimes a possible respondent may refuse to participate. If that’s the case, follow up with them the next day.
In one example of in-person research, 50 business owners were interviewed regarding the reconstruction of a building. Within two days, nine one hour sessions were held. The purpose of the interviews was to generate ideas, not a consensus. During the interviews, certain responses were expressed repeatedly.
Many times people go about the interview process in the wrong way. You need to:
1. Ask possible subjects if they mind being interviewed
2. Ask interviewees if they have any questions about the process
3. Remind all interviewees that the interview is voluntary
4. Give interviewees follow up information in case they have questions later.
5. If there is any discomfort associated with the interview, let the interviewees know ahead of time.
In-person interviews may require an incentive such as cash or small gifts. By asking the right questions, you will get the answers you are searching for. Best of all, in-person interviews are a low cost research method.
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Informal Surveys
Informal surveys are relatively inexpensive. The respondents of this type of research are a self-selected group. Make sure you get one answer for each question.
The main thing to remember during an informal interview is response bias. Try to avoid bias. It is bad research when the results are skewed towards the ones invested in the topic. Informal surveys are less direct and normally not performed face-to-face. Even though informal surveys consist of a small number or respondents, the information is valid and it portrays the overall population.
The surveys portray community perceptions, can test whether opinions are changing, and can be designed to reach a broader group even though they are self-selected.
Market Research 101
Many small businesses do not have enough money to hire a company to perform research. This task is left up to the business owners to find this important information. As a business, it is easier to run research informally through talking to customers, sales reps, and suppliers.
Obtaining information will show what has and hasn’t worked, guide efforts into new products and services, and ideas on what to focus marketing efforts on. Keep up to date on the environmental trends that may impact your company such as business closings and drops in interest rates.
Think of secondary research that has already been collected through government publications, trade journals, and other companies to find out bits of information on areas that apply to your business. Always keep the customers, the competition, and the environment in mind when running a business.
The initial step for market research is to frame the questions you want answered. If you run a clothing store and you are thinking about adding tailoring, you would ask if tailoring would be viable.
Monitor business trends by staying up to date in the news and find out what is in. For example, recycling is becoming increasingly popular. So to find a way to have people turn in their old products and get a discount on the products you sell would be one way to utilize a business trend.
Remember, there may be other businesses that have the same idea so keep market share and positioning in mind. Ask the customers what they think of a new idea, if it is a positive one then you can continue into more in depth research.
Keep in mind that the information you get is only going to be as good as the market research sample group. When choosing a sample group, they need to be relevant to your target audience.
Design the survey carefully. Make sure you don’t have any leading questions and that you don’t offend anyone. Also make sure the questions are specific to find information you are seeking directly.
Keep the surveys short. They should fit on one page.
Remember to provide a comment area on the survey.
Determine what way your survey is going to take place: by mail, email, on your website, in store, or combination.
Set goals and criteria for the research so time is not wasted and results are made according to plan. If you don’t, it is likely you may stray from your initial desires.
Market research is necessary for the success of every business at all stages of its life. It is what keeps businesses in touch with the consumers.
