What is Primary Research What is Primary Research and How Do I Do It?and How Do I Do It?

Source:Source:http://owl.english.purdue.edu/owl/resource/559/1/

►Primary research is any type of research that Primary research is any type of research that you go out and collect yourself. you go out and collect yourself.

►Examples include surveys, interviews, analysis, Examples include surveys, interviews, analysis, participation-observation…participation-observation…

Primary ResearchPrimary Research

• Also called Also called field researchfield research

• Involves the collection of data that does not Involves the collection of data that does not already exist, which is research to collect already exist, which is research to collect original data. original data.

• Primary Research is often undertaken after the Primary Research is often undertaken after the researcher has gained some insight into the researcher has gained some insight into the issue by collecting secondary data. issue by collecting secondary data.

Primary ResearchPrimary Research►QuantitativeQuantitative

Quantify (measure)Quantify (measure) Large number of test Large number of test

subjectssubjects Broad results – narrow Broad results – narrow

focusfocus Achieve results based Achieve results based

on a large sample groupon a large sample group Examples: survey, Examples: survey,

experiments experiments

►QualitativeQualitative Small number of test Small number of test

subjectssubjects Develop detailed Develop detailed

knowledge of knowledge of participantsparticipants

Human-based – Human-based – emotion, opinion, emotion, opinion, experience experience

Examples: interview, Examples: interview, observationobservation

Method Advantages Disadvantages

Survey - Quantitative

Experiments- Quantitative

Interview - Qualitative

Observation - Qualitative

Research Method – SurveyResearch Method – Survey

► AdvantagesAdvantages Carried out in a natural Carried out in a natural

settingsetting Since they usually Since they usually

involve larger numbers involve larger numbers of people, results can be of people, results can be used to generalize and used to generalize and draw conclusionsdraw conclusions

Can be anonymousCan be anonymous No bias from interviewerNo bias from interviewer

► DisadvantagesDisadvantages Difficult to obtain Difficult to obtain

random samplerandom sample Large amounts of data to Large amounts of data to

organize and analyzeorganize and analyze Cannot contact subjects Cannot contact subjects

for clarification (unless for clarification (unless survey is not survey is not anonymous)anonymous)

CanCan’’t ask complicated t ask complicated questionsquestions

Research Method – ExperimentsResearch Method – Experiments

►AdvantagesAdvantages Clearly allow you to Clearly allow you to

determine causality determine causality (a certain factor or (a certain factor or variable causes a variable causes a change in the person change in the person or group)or group)

►DisadvantagesDisadvantages Difficult to make Difficult to make

generalizations to generalizations to other situationsother situations

May be difficult to May be difficult to find participantsfind participants

Time consuming for Time consuming for participantsparticipants

Research Method – Interview Research Method – Interview

► AdvantagesAdvantages Can apply more detailed Can apply more detailed

and complex questionsand complex questions Interviewer can clarify Interviewer can clarify

questionsquestions Interviewer can control Interviewer can control

environment (quiet) and environment (quiet) and order of questionsorder of questions

► DisadvantagesDisadvantages Participants may be Participants may be

reluctant to reveal reluctant to reveal personal informationpersonal information

Time consumingTime consuming Possibility of biased Possibility of biased

results due to results due to interviewer (hints, interviewer (hints, explanation, body explanation, body language)language)

No anonymityNo anonymity

Research Method – ObservationResearch Method – Observation

►AdvantagesAdvantages Can be carried out in Can be carried out in

a natural settinga natural setting Can allow for Can allow for

detailed information detailed information regarding human regarding human behaviourbehaviour

►DisadvantagesDisadvantages People may change People may change

behaviour if they behaviour if they know they are being know they are being observedobserved

Data may be difficult Data may be difficult to analyzeto analyze

Observer must be Observer must be completely partial completely partial and unbiasedand unbiased

►For the purpose of your Phase 4 ISU, you are For the purpose of your Phase 4 ISU, you are going to choose between doing either a survey going to choose between doing either a survey or interview.or interview.

►The following is some basic advise on how to The following is some basic advise on how to properly create survey or interview questions.properly create survey or interview questions.

►Follow the directions on your Phase 4 Follow the directions on your Phase 4 assignment outline on how to incorporate the assignment outline on how to incorporate the survey/interview into your final research report. survey/interview into your final research report.

What is an Interview?What is an Interview?

► Interviews: Interviews: Interviews are one-on-one or small Interviews are one-on-one or small group question and answer sessions. group question and answer sessions.

► Interviews will provide a lot of information Interviews will provide a lot of information from a small number of people and are useful from a small number of people and are useful when you want to get an expert or when you want to get an expert or knowledgeable opinion on a subject. knowledgeable opinion on a subject.

► It is based on It is based on qualitative researchqualitative research (feelings, in- (feelings, in-depth experiences, personal responses to depth experiences, personal responses to situations)situations)

►Researcher asks the subjects to describe and Researcher asks the subjects to describe and explain his or her behaviour. explain his or her behaviour.

►Useful for determining the motivation for the Useful for determining the motivation for the subjectsubject’’s behaviour. s behaviour.

►To be valid, the interview questions should ask To be valid, the interview questions should ask subjects to discuss actions after they occur subjects to discuss actions after they occur rather than to speculate about what they might rather than to speculate about what they might do. do.

► It should be expected by the interviewer that a It should be expected by the interviewer that a subject may choose not to answer all questions. subject may choose not to answer all questions. The privacy and anonymity of a subject is The privacy and anonymity of a subject is essential to ethical research.essential to ethical research.

What is a Survey?What is a Survey?

► Surveys:Surveys: Surveys are a form of questioning that is more Surveys are a form of questioning that is more rigid than interviews and that involve larger groups of rigid than interviews and that involve larger groups of people. people.

► Surveys will provide a limited amount of information Surveys will provide a limited amount of information from a large group of people and are useful when you from a large group of people and are useful when you want to learn what a larger population thinks.want to learn what a larger population thinks.

► This means that it is based on This means that it is based on quantitativequantitative researchresearch

►The questions are written out and given to the The questions are written out and given to the subjects to answer in written form – can be subjects to answer in written form – can be done online as well. done online as well.

►Usually the questions are closed questions Usually the questions are closed questions that require the subject to select from the that require the subject to select from the answers required. answers required.

► It is possible to use a combination of closed It is possible to use a combination of closed and open-ended questions depending on the and open-ended questions depending on the focus of your research. focus of your research.

►For purposes of compiling accurate statistical For purposes of compiling accurate statistical data, closed questions are easier to analyze.data, closed questions are easier to analyze.

Consider the following questions when beginning Consider the following questions when beginning to think about conducting primary research:to think about conducting primary research:

► What do I want to discover?What do I want to discover?► How do I plan on discovering it? (This is called your research How do I plan on discovering it? (This is called your research

methods or methodology)methods or methodology)► Who am I going to talk to/observe/survey? (These people are Who am I going to talk to/observe/survey? (These people are

called your subjects or participants)called your subjects or participants)► How am I going to be able gain access to these groups or How am I going to be able gain access to these groups or

individuals? individuals? ► What are my biases about this topic?What are my biases about this topic?► How can I make sure my biases are not reflected in my How can I make sure my biases are not reflected in my

research methods?research methods?► What do I expect to discover? What do I expect to discover?

Creating Good Interview and Creating Good Interview and Survey QuestionsSurvey Questions

http://owl.english.purdue.edu/owl/resource/559/06/

THERE ARE A FEW ISSUES THAT THERE ARE A FEW ISSUES THAT RESEARCHERS MUST CONFRONT RESEARCHERS MUST CONFRONT ALL OF THE TIME. ALL OF THE TIME.

HERE ARE SOME OF THE MOST HERE ARE SOME OF THE MOST COMMON ONES:COMMON ONES:

►Over generalizing your resultsOver generalizing your results It is impossible to make sweeping generalizations about groups of people based It is impossible to make sweeping generalizations about groups of people based

solely on a few interviews, observations, or surveys. You can find general patterns solely on a few interviews, observations, or surveys. You can find general patterns or trends, but should never assume that what you have found is what exists or or trends, but should never assume that what you have found is what exists or what will always exist. In fact, it is hard to make concrete generalizations about what will always exist. In fact, it is hard to make concrete generalizations about any occurrence that relates to people because people themselves are dynamic any occurrence that relates to people because people themselves are dynamic and situations are always changing.and situations are always changing.

►Biased methodologyBiased methodology If you create a biased survey or ask biased questions, you’ll get biased results. See If you create a biased survey or ask biased questions, you’ll get biased results. See

the "creating good survey and interview questions" section for tips on how to the "creating good survey and interview questions" section for tips on how to make your questions non-biased.make your questions non-biased.

►Correlation does not imply causationCorrelation does not imply causation Remember that just because two results have a relationship between them does Remember that just because two results have a relationship between them does

not necessarily mean that one causes another to occur. For example, although not necessarily mean that one causes another to occur. For example, although video games and violent behaviors are shown to have a link, it has not been video games and violent behaviors are shown to have a link, it has not been proven that video games cause violent behavior (instead, it could be that proven that video games cause violent behavior (instead, it could be that individuals who are predisposed toward violent activity are drawn to violent individuals who are predisposed toward violent activity are drawn to violent video games).video games).

► Not considering other related factorsNot considering other related factors It is very difficult to be able to study all the factors that relate to a specific group of It is very difficult to be able to study all the factors that relate to a specific group of

people, event, or occurrence. Even so, if you do not include these factors within your people, event, or occurrence. Even so, if you do not include these factors within your primary research, they should still be considered when you begin to analyze your primary research, they should still be considered when you begin to analyze your data. data. ► For example, if you are studying the parking issue on campus and look at the amount of cars being For example, if you are studying the parking issue on campus and look at the amount of cars being

parked on campus vs. the student population, you are omitting other factors like the amount of parked on campus vs. the student population, you are omitting other factors like the amount of commuter students, the number of faculty who drive, accessibility of public transportation and many commuter students, the number of faculty who drive, accessibility of public transportation and many others.others.

► Being able to know what data is validBeing able to know what data is valid Some participants in your research may not take it seriously and will provide silly, Some participants in your research may not take it seriously and will provide silly,

inaccurate answers or engage in purposely aberrant behaviors. This most likely inaccurate answers or engage in purposely aberrant behaviors. This most likely occurs with surveys that individuals complete but occasionally can occur during occurs with surveys that individuals complete but occasionally can occur during interviews or even with observations. These answers can throw off your entire interviews or even with observations. These answers can throw off your entire research project, so it is very important that you examine your surveys or interviews research project, so it is very important that you examine your surveys or interviews for this type of erroneous information. If you find information that is highly for this type of erroneous information. If you find information that is highly questionable, it is best to not include it in your analysis of results.questionable, it is best to not include it in your analysis of results.

► Reported behavior vs. actual behaviorReported behavior vs. actual behavior What people report as their behavior might not actually how they behave. People What people report as their behavior might not actually how they behave. People

will often report their own behavior in a more positive light than it may actually be. will often report their own behavior in a more positive light than it may actually be. For example, if you are surveying college students about their study habits, they may For example, if you are surveying college students about their study habits, they may report that they study for more hours than they actually do.report that they study for more hours than they actually do.

How Do We Know What How Do We Know What Research to Believe? – Research to Believe? –

Bias in Science Research Bias in Science Research

►Ben Goldacre is a best-selling author, Ben Goldacre is a best-selling author, broadcaster, medical doctor and academic who broadcaster, medical doctor and academic who specializes in unpicking dodgy scientific claims specializes in unpicking dodgy scientific claims from drug companies, newspapers, government from drug companies, newspapers, government reports, PR people and quacks. Unpicking bad reports, PR people and quacks. Unpicking bad science is the best way to explain good science.science is the best way to explain good science.

►http://www.youtube.com/watch?v=RKmxL8VYy0M

When Creating Questions You Want to When Creating Questions You Want to Avoid:Avoid:

►Biased questionsBiased questions►Biased questions are questions that encourage Biased questions are questions that encourage

your participants to respond to the question in your participants to respond to the question in a certain way. They may contain biased a certain way. They may contain biased terminology or are worded in a biased way.terminology or are worded in a biased way.

►Biased question:Biased question: Don't you agree that campus Don't you agree that campus parking is a problem?parking is a problem?

►Revised question:Revised question: Is parking on campus a Is parking on campus a problem?problem?

►Questions that assume what they askQuestions that assume what they ask►These questions are a type of biased question These questions are a type of biased question

and lead your participants to agree or respond and lead your participants to agree or respond in a certain way.in a certain way.

►Biased question:Biased question: There are many people who There are many people who believe that campus parking is a problem. Are believe that campus parking is a problem. Are you one of them?you one of them?

►Revised question:Revised question: Do you agree or disagree Do you agree or disagree that campus parking is a problem?that campus parking is a problem?

► Double-barreled questionsDouble-barreled questions► A double-barreled question is a one that has more A double-barreled question is a one that has more

than one question embedded within it. Participants than one question embedded within it. Participants may answer one but not both, or may disagree with may answer one but not both, or may disagree with part or all of the question.part or all of the question.

► Double-barreled question:Double-barreled question: Do you agree that campus Do you agree that campus parking is a problem and that the administration parking is a problem and that the administration should be working diligently on a solution?should be working diligently on a solution?

► Revised question:Revised question: Is campus parking a problem? (If the Is campus parking a problem? (If the participant responds yes): Should the administration participant responds yes): Should the administration be responsible for solving this problem?be responsible for solving this problem?

► Confusing or wordy questionsConfusing or wordy questions► Make sure your questions are not confusing or wordy. Make sure your questions are not confusing or wordy.

Confusing questions will only lead to confused participants, Confusing questions will only lead to confused participants, which leads to unreliable answers.which leads to unreliable answers.

► Confusing questions:Confusing questions: What do you think about parking? (This What do you think about parking? (This is confusing because the question isn't clear about what it is is confusing because the question isn't clear about what it is asking--parking in general? The person's ability to park the asking--parking in general? The person's ability to park the car? Parking on campus?) Do you believe that the parking car? Parking on campus?) Do you believe that the parking situation on campus is problematic or difficult because of the situation on campus is problematic or difficult because of the lack of spaces and the walking distances or do you believe lack of spaces and the walking distances or do you believe that the parking situation on campus is ok? (This question is that the parking situation on campus is ok? (This question is both very wordy and leads the participant.both very wordy and leads the participant.

► Revised question:Revised question: What is your opinion of the parking What is your opinion of the parking situation on campus?situation on campus?

► Questions that do not relate to what you want to Questions that do not relate to what you want to learnlearn

► Be sure that your questions directly relate to what it Be sure that your questions directly relate to what it is you are studying. A good way to do this is to ask is you are studying. A good way to do this is to ask someone else to read your questions or even test someone else to read your questions or even test your survey out on a few people and see if the your survey out on a few people and see if the responses fit what you are looking for.responses fit what you are looking for.

► Unrelated questions: Unrelated questions: Have you ever encountered Have you ever encountered problems in the parking garage on campus? Do you problems in the parking garage on campus? Do you like or dislike the bus system?like or dislike the bus system?

HOW TO CREATE YOUR SURVEY OR HOW TO CREATE YOUR SURVEY OR INTERVIEWINTERVIEW

Survey/interview formatSurvey/interview format

TitleTitle

►Should be bold and attractiveShould be bold and attractive

► It reveals to the respondent the topic being It reveals to the respondent the topic being investigatedinvestigated

IntroductionIntroduction

►May appear at the top of the first page or as a May appear at the top of the first page or as a covering lettercovering letter

► Information to be included:Information to be included: Introduce yourselfIntroduce yourself The purpose of your studyThe purpose of your study Request for co-operationRequest for co-operation Instructions for completing and returning the formInstructions for completing and returning the form Assurance of confidentialityAssurance of confidentiality Deadline for returnDeadline for return Name of contact personName of contact person Expression of appreciation for the respondentExpression of appreciation for the respondent’’s participations participation

Background Information - Background Information - Questions for RespondentsQuestions for Respondents

► Information asked must be relevant to the Information asked must be relevant to the research:research:

►ExamplesExamples - Gender, Education, Age, Marital - Gender, Education, Age, Marital Status, Occupation, Children etc. Status, Occupation, Children etc.

►These are not part of your 10-15 required These are not part of your 10-15 required questionsquestions

10-15 Research Questions10-15 Research Questions

► Required for Phase 4Required for Phase 4► If you feel you need more questions to get you point If you feel you need more questions to get you point

across, you may exceed 15 questionsacross, you may exceed 15 questions► Must be a minimum of 10 questionsMust be a minimum of 10 questions► Ask questions that relate to your study - ensure that Ask questions that relate to your study - ensure that

each question serves a clear purposeeach question serves a clear purpose

ConclusionConclusion

► Thank the respondent for participating and indicate if Thank the respondent for participating and indicate if and when there will be any follow up. Remember that and when there will be any follow up. Remember that all respondents are entitled to see the results of your all respondents are entitled to see the results of your research.research.

Types of Survey QuestionsTypes of Survey QuestionsMultiple ChoiceMultiple Choice► Questions with two or more answer options. Useful for all types of Questions with two or more answer options. Useful for all types of

feedback, including collecting demographic information. Answers can feedback, including collecting demographic information. Answers can be "yes/no" or a choice of multiple answers. Beware of leaving out an be "yes/no" or a choice of multiple answers. Beware of leaving out an answer option, or using answer options that are not mutually answer option, or using answer options that are not mutually exclusive.exclusive.

► Example 1: Example 1: Are you a U.S. Citizen?Are you a U.S. Citizen? Yes / NoYes / No

► Example 2:Example 2: How many times have you called our agency about this How many times have you called our agency about this issue issue in the past month?in the past month? OnceOnce TwiceTwice Three timesThree times More than three timesMore than three times Don't know/not sureDon't know/not sure

Types of Questions for Survey and Types of Questions for Survey and InterviewInterview

Types of Survey QuestionsTypes of Survey QuestionsScale/Ranking Scale/Ranking ► Participants are typically asked whether they agree or Participants are typically asked whether they agree or

disagree with a statement. Responses often range from disagree with a statement. Responses often range from “strongly disagree” to “strongly agree,” with five total answer “strongly disagree” to “strongly agree,” with five total answer options. (For additional answer options, see table below.) Each options. (For additional answer options, see table below.) Each option is ascribed a score or weight (1 = strong disagree to 5 = option is ascribed a score or weight (1 = strong disagree to 5 = strongly agree), and these scores can be used in survey strongly agree), and these scores can be used in survey response analysis. For scaled questions, it is important to response analysis. For scaled questions, it is important to include a “neutral” category (“Neither Agree nor Disagree” include a “neutral” category (“Neither Agree nor Disagree” below).below).

Types of Survey QuestionsTypes of Survey Questions

Open-Ended QuestionsOpen-Ended Questions

►Questions where there are no specified answer choices. These Questions where there are no specified answer choices. These are particularly helpful for collecting feedback from your are particularly helpful for collecting feedback from your participants about their attitudes or opinions. However, these participants about their attitudes or opinions. However, these questions may require extra time or can be challenging to questions may require extra time or can be challenging to answer, so participants may skip the questions or abandon the answer, so participants may skip the questions or abandon the survey. In addition, the analysis of open-ended questions can be survey. In addition, the analysis of open-ended questions can be difficult to automate, and may require extra time or resources to difficult to automate, and may require extra time or resources to review.review.

►Example:Example: What are two ways we could have improved your What are two ways we could have improved your experience with our agency today? We take your feedback very experience with our agency today? We take your feedback very seriously and review comments daily.seriously and review comments daily.

Interview QuestionsInterview Questions► (a) informal conversational interview (a) informal conversational interview

spontaneous generation of questions in a natural interaction, spontaneous generation of questions in a natural interaction, typically one that occurs as part of ongoing participant typically one that occurs as part of ongoing participant observation fieldworkobservation fieldwork

► (b) general interview guide approach(b) general interview guide approach more structured than the informal conversational interview more structured than the informal conversational interview

although there is still quite a bit of flexibility in its composition although there is still quite a bit of flexibility in its composition

► (c) standardized open-ended interview(c) standardized open-ended interview extremely structured in terms of the wording of the questions. Participants extremely structured in terms of the wording of the questions. Participants

are always asked identical questions, but the questions are worded so that are always asked identical questions, but the questions are worded so that responses are open-ended responses are open-ended

Interview QuestionsInterview Questions

►Examples of open-ended interview questions:Examples of open-ended interview questions: http://www.buckleysearch.com/questions_for_inter

viewing.htm

http://www.hr.ucf.edu/web/forms/recruitment/http://www.hr.ucf.edu/web/forms/recruitment/Examples%20of%20Open%20Ended%20InterviewExamples%20of%20Open%20Ended%20Interview%20Questions.pdf %20Questions.pdf

Resources to Help You With Resources to Help You With Primary ResearchPrimary Research

► Interview Questions:Interview Questions: http://owl.english.purdue.edu/owl/resource/559/04/http://owl.english.purdue.edu/owl/resource/559/04/ http://www.engin.umich.edu/teaching/crltengin/engineering-education-http://www.engin.umich.edu/teaching/crltengin/engineering-education-

research-resources/turner-qualitative-interview-design.pdf research-resources/turner-qualitative-interview-design.pdf

►Survey Questions:Survey Questions: http://www.sciencebuddies.org/science-fair-projects/project_ideas/http://www.sciencebuddies.org/science-fair-projects/project_ideas/

Soc_survey.shtml Soc_survey.shtml http://www.surveymonkey.com/QuestionBuilder_Examples.aspx http://www.surveymonkey.com/QuestionBuilder_Examples.aspx http://www.howto.gov/customer-service/collecting-feedback/basics-of-http://www.howto.gov/customer-service/collecting-feedback/basics-of-

survey-and-question-design#open-ended survey-and-question-design#open-ended