One point made in this chapter regards incentives; often these are used to ‘encourage’ participation so the companies provide an incentive. An example is “complete this survey and you will be registered to win an IPAD”, because a ‘good’ response rate to a survey is in the 20-30% range. However you have to be careful the incentive doesn’t provide a conflict, since the ‘reward’ could change the participant’s view (opinion of a store or website). This could be an example of a confounding variable, which could influence the result of the survey, coincidence or conspiracy?
Class, do you have an example of incentives used in research?
Class, have any of you participated in exploratory research in the past? Have you every conducted or been part of a focus group?
Welcome to Chapter Five. In this chapter you will learn how to take a managerial question regarding the business and transform it into a research question. Part of this transformation involves defining the question so it is measurable. Remember in Week One we described how concepts are combined to make a construct, for example you may combine variables/questions to measure “customer satisfaction” as a construct. In this chapter you will learn utilizing exploratory research can assist you in making this leap in designing a research study. Note the difference in using secondary data sources (for example, the U.S. Census data) and internal data mining within your own organization.
Reviewing the literature is essential for so many different reasons. It will provide you with a theoretical basis for conducting your study. Also, you can determine if there are any tools available that may assist you in your study, such as a questionnaire that measures customer ‘satisfaction’.