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Designing a research study: Two scenarios
Lewisville Health Services, a family health clinic, has seen few people coming in to receive the influenza vaccine. The brochure advocating getting the vaccine that is distributed to clinic users seems to be ineffective. The goal of the research is to encourage more clients to receive the vaccine.
Research method and sources of information
This quantitative study will distribute a survey to clinic users, asking them if they intend to get the vaccine, if they received the vaccine in the past and ask them various questions about why they did or did not receive the vaccine. Their perceptions of the clinic's current marketing of the vaccine will also be assessed.
Nature of data to be gathered and analyzed
The data gathered and analyzed will be quantitative in nature, as it will be based upon a distributed survey to all clinic participants. Client's demographic information will also be recorded to see if certain groups are more resistant than others to vaccinations or if specific subgroups have different reasons for resisting vaccination.
Hypothesis or hypotheses to be proved or disproved
Clinic members are not seeking out the flu vaccine because the brochure does not communicate with sufficient urgency the need to seek vaccination.
Problem
Will adding frozen pizzas to Karen's Frozen Foods current line of product offerings warrant the expense of doing so?
Research method and sources of information
A focus group of the target audience of teenagers and busy working couples will be used to see if the pizza being test-marketed is appealing. Individuals will be interviewed about their food preferences and given sample pizzas to taste-test. Then, they will answer a quantitative survey on their buying habits.
Nature of data to be gathered and analyzed
A mixed method approach will be used: testers will be interviewed and observed in a qualitative fashion. They will also answer a quantitatively analyzed questionnaire about their tastes, eating habits, and frozen food consumption.
Hypothesis or hypotheses to be proved or disproved
The new frozen pizzas will be popular amongst teenagers and working couples who need to put a hot meal quickly on the table every night.
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