Action Research and Sampling Methods

Action Research

• Action research originated with Kurt Lewin in 1948, who focused on changing housewives' nutrition habits.
• Lewin's research diverged from traditional experimental research by emphasizing the importance of participants' active role in identifying changes.
• Action research often involves individuals or communities as active partners in the research process, collaborating in designing and implementing solutions.
• The action research cycle consists of a pre-step, planning, action, observation, and reflection.
• The pre-step focuses on defining objectives, understanding the context, and identifying learning groups.
• The planning stage involves creating a comprehensive plan for the action research project.

Sampling Methods in Market Research

• Quota Sampling:
  • A non-probability sampling method that aims to create a representative sample at a lower cost.
  • It involves dividing the population into subgroups based on certain characteristics and then selecting a predetermined number of participants from each subgroup.
  • Offers convenience and cost-effectiveness but may introduce sampling error.
• Snowball Sampling:
  • A non-probability sampling method used to recruit participants from rare or niche populations.
  • It involves asking initial participants to recommend similar individuals who might be interested in participating in the study.
  • Reduces search costs but can lead to sample bias as participants may be too similar to the initial group, potentially misrepresenting the overall population.

Data Warehouses and Data Mining

• Data warehouses collect and integrate data from various sources, transforming it into a consistent format for decision-making.
• Data mining involves analyzing large datasets to uncover patterns, trends, and associations that can be used to improve business decisions.
• Data mining techniques can be used for various purposes, such as:
  • Identifying potential target markets.
  • Understanding customer behavior and preferences.
  • Determining the relationships between products or services.

Secondary Data: Syndicated Sources

• Syndicated sources of data are organizations that collect and sell data and information to address specific needs or requirements.
• This data is often collected without a specific research objective in mind, but it can be used by client organizations for various purposes.
• Syndicated sources often provide data on households, consumers, or organizations.
• Examples of consumer data include values, lifestyles, purchasing patterns, and behavior.

Advantages and Disadvantages of Secondary Data

• Advantages:*
• Helps redefine the research problem during the exploratory stage.
• Flags potential problems and difficulties with data collection.
• Offers credibility and background information for research projects.
• Disadvantages:*
• Lack of availability for specific research questions.
• Lack of relevance or incompatibility with certain research needs.
• Possibility of inaccuracy due to errors in collection, coding, analysis, or presentation.

Observational Research Methods

• Undistinguished Naturalistic Observation:
  • Involves observing participants without their knowledge or consent.
  • Raises ethical concerns as individuals may behave differently when observed.
• Participant Observation:
  • Researchers actively participate in the research setting, collecting data through observations, interviews, and interactions.
  • Can be distinguished (researchers conceal their role) or undistinguished (researchers reveal their role).
  • Ethical concerns can arise if participants are unaware of the researcher's true identity.
• Structured Observation:
  • Observations are conducted in a controlled environment, focusing on specific behaviors.
  • Often used in laboratories or settings with a defined structure.
  • Emphasizes quantitative data collection.

Case Study Research

• Case studies involve investigating a specific issue or problem through one or more cases within a particular system or context.
• Aims to understand how a specific culture operates or gain insights into an issue using a case as a reference point.
• Often involves exploring a complex situation in depth.

This quiz explores the concepts of action research, including its origins with Kurt Lewin and the importance of participant involvement. It also covers sampling methods used in market research, such as quota sampling, and their implementation. Test your knowledge on these essential research strategies!