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Jenny Nhim is a 21 year-old

student at Raffles College,

Singapore.

Given

Name

Family

Name Occupation Nationality City

Jenny Nhim Student Burmese Singapore

Gray Tim Pilot American New York

Lim Chris Sailor Singaporean Singapore

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Collects quantitative data via

questionnaire (participant

answers questions themselves

online or on paper) or

structured interview.

Usually uses closed questions

and aims for short, quantifiable

answers.

Explain study to allparticipants.

Data CollectionSurvey

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Data CollectionSurvey

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Data CollectionSurvey

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Quantitative statistical,

objective, factual data that

describe a group of people.

Primary data is collected via

a questionnaire in a poll,

survey or census.

Secondary data may be

published online orelsewhere.

Common demographic

variables are: age, gender,

household size, personal

income, education, race,religion.

Data CollectionDemographics

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Quantitative data used to

measure subjectiveinformation.

Psychographic research

attempts to quantify the

qualitative.

Collected via a questionnaire

in a survey or structured

interview.

Common psychographic

variables are: opinions,

religious beliefs, music tastes,

personality traits and lifestyle

choices.

Data CollectionPsychographics

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Quantitative data used to

measure subjective

information.

Psychographic research

attempts to quantify the

qualitative.

Collected via a questionnaire

in a survey or structured

interview.

Common psychographic

variables are: opinions,

religious beliefs, music tastes,

personality traits and lifestyle

choices.

Data CollectionPsychographic Question Types

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Quantitative data used to

measure subjective

information.

Psychographic research

attempts to quantify the

qualitative.

Collected via a questionnaire

in a survey or structured

interview.

Common psychographic

variables are: opinions,

religious beliefs, music tastes,

personality traits and lifestyle

choices.

Data CollectionPsychographic Question Types

1. If GAP were a person, what kind of person would it be?

Circle the number on the scale that reflects your opinion.

Honest Dishonest

Fashionable Unfashionable

Generous Greedy

Traditional Modern

Rude Polite

Serious Fun

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

2. What do you think of Singapore?

Circle the number on the scale that reflects your opinion.

Boring Fun

Clean Sterile

Relaxed Uptight

Creative Stilted

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

1 2 3 4 5 6 7

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Web statistics are a from

of quantitative analysis ofuser online behaviour.

User viewing habits

tracked and collected.

Used to create user

profile.

Available data: user age,

gender, pages visited

most often, how long

users stay on the site,

when, how often, whatthey like etc.

Data CollectionPsychographics & Demographics Online

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Web statistics are a from

of quantitative analysis ofuser online behaviour.

User viewing habits

tracked and collected.

Used to create user

profile.

Available data: user age,

gender, pages visited

most often, how long

users stay on the site,

when, how often, whatthey like etc.

Data CollectionPsychographics & Demographics Online

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Billboard ads track user profiles

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Subjects record their own experiences with

cameras (sometime in conjunction with

personal journals).

Information GatheringPhoto Ethnography

Researchers then combine individual case

studies into a collective understanding of

the community being studied.

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The researcher may comduct

primary research by

photographing or filming the

subject in order to better

understand cultural behaviour

of a target group.

Researchers may also review

secondary sources such as

television programmes,

adverts, movies etc to

understand how the subject isviewed.

Information GatheringVisual Anthropology

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Excellent method for gaining

expert and/or subjective

opinions on a topic.

Qualitative research method.

Use open-ended questionswhich require long, detailed

answers.

Record interviews.

Explain study & get consent

from all participants.

Information GatheringInterview

Who

What

WhereWhy

When

How

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Organised discussions with a

moderator and limited number of

participants (often 8-12).

Qualitative method to study

opinions, motivations, attitudes &group interaction.

Moderators should remain neutral,

ask open ended questions, speak

only when necessary & record

session.

Explain study & get consent from all

participants.

Information GatheringFocus Group

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Select a topic

Decide on the focus of the topic what do you really want to achieve by asking questions?

Select questions to guide the focus group

Focus group session to last 15 minutes

Take note of the responses did you get a clear answer? What could have been improved?

NOTE:

Do not out-talk the respondents

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Select a topic

Decide on the focus of the topic

what do you really want to achieve by asking questions?

Select specific questions to ask the interviewee

Interview to last 10 minutes Take note of the responses

What did you learn from doing the interview?

What can be improved?