Transcript Slide 1

Introduction to research
Kate Waller
Information Manager
Primary vs Secondary research
Primary
• Data collected by you (or
on your behalf)
• Specific to your needs and
you control the quality
• Usually costs more and
takes longer
Secondary
• Existing data that has been
collected and analysed by
someone else e.g. Census,
other peoples surveys
– Desk research
• Usually cheap and quick
• Data can be too old and not
specific enough for your
needs
The choice likely to be determined by time, budget and
the need you are trying to demonstrate
Secondary data sources
Surrey-i: Open data source
Area profiles: CCG, Local Authority,
Ward, Lower Super Output area
A treasure trove of information
• Has a wide range of information and should be your first port
of call for open data from government sources and Surrey's
public service organisations. Surrey-i is also home to:
– Census data e.g. age, ethnicity, carers, disability
– Future populations predictions (POPPI, PANSI)
– Joint Strategic Needs Assessment
– Surrey Residents Survey
– School Census
– Mosaic Public Sector Interactive Guide
– Community Foundation for Surrey: Surrey Uncovered
– Active People Survey: Sport England
– Voluntary, Community and Faith sector page
The VCFS Page: Sharing best practice
Other information sources
• Projecting Older People Population Information
– www.poppi.org.uk
• Projecting Adult Needs and Services
Information
– www.pansi.org.uk
• Public Health Observatories (Part of Public
Health England)
– www.apho.org.uk
• ONS (Office of National Statistics)
– www.neighbourhood.statistics.gov.uk
• Official labour market statistics
– www.nomisweb.co.uk
Other sources of information
• National charities
– NCVO
– NAVCA
• Universities and Think Tanks
– The King’s Fund
– New Philanthropy Capital
– New Economics Foundation
• Fellow VCFS organisations in Surrey
Be sure about the credibility of your data source. Have
you heard of them? How have they compiled the data?
Judging quality of secondary data
• What methods were used to obtain the data?
– How many people were interviewed?
– Where were they living?
– Is there a copy of the original survey?
• Is the information current or out-of-date?
• Does the author provide references for the data and
information reported?
• Do the numbers make sense?
The more confidence you have in your data the better
equipped you are to argue your case.
Remember to quote the source
Reassures the reader about the credibility of the data;
provides an important link to the original methodology
Let your data tell a story
• For the most part secondary research is used to prove or
disprove something
• If you are writing a case for support use the most motivating
data you can
– You don’t have to include everything you find on a
subject/client group
• Statistics should form part of your narrative and not simply
be thrown in because you know them
Before embarking on secondary research know what
your objectives are
Primary data
Primary data: Quantitative v Qualitative
Quantitative e.g. surveys
• Gathering answers to fixed
(closed) questions
• From a large number of
people – 100+
• Measures the incidence of
views and opinions
• Provides statistically valid
results
• Results provided in the
form of tabulations, quoting
actual percentages
Qualitative
• Specifically uncovers
thoughts and opinions
• Exploratory, investigative
and descriptive
• Normally conducted with
relatively small numbers of
people
• Unstructured or semistructured (open) questions
• Not statistically valid or a
measurement tool
When to use
Quantitative
To measure e.g. how
many people have used a
service, the number of
female v male users etc
Qualitative
To explore e.g. what do
people value about a
service, what impact has it
had on their lives
Quantitative data collection: The survey
• The survey method you choose will depend on your
audience, objectives, budget and timescale
– Face-to-face
– Postal
– Telephone
– Online
– Omnibus
87% of grant holders state that they use
questionnaires/surveys as a method of evaluation
Based on a survey of 404 grant holders from across
the UK commissioned by the Big Lottery Fund
Quantitative research tips
• You will only gets answers to the questions you ask
– Make sure all questions fit with you overall objectives for
the research/what you are being asked to measure
– Avoid unnecessary questions
• Think about the person answering the questions
– Test your survey if you can
• Beware of survey fatigue
– Don’t over-survey your audience
– Minimize respondent effort
– Write good questions
The better the research/evaluation design the more
reliable the responses/evidence
Write good questions
• Ask questions whose answers you plan to use
• Ask as few questions as possible to get the
information you need
– Don’t ask questions for which there is
already data available
• Ask questions that can be answered
meaningfully
• Avoid leading questions
– Do you appreciate our service a little or a
lot?
• Where possible use multiple choice responses
– It is more effort to write in a box!
– Make sure the you cover all options
Qualitative data collection: The chat
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One-to-one interviews
Paired interviews
Focus groups
Intercepted interviews
Ethnographic techniques
The benefit of qualitative research is that it can often
uncover things you would never have thought of
asking
Qualitative research can be more than
anecdotal
• Conducted by an independent moderator
– Avoid bias
• Research participants are selected at random
– Not just your best friends!
• All interviews are taped and transcribed
– The original data source is kept and made available for scrutiny
• Analysis is rigorous and methodical e.g. grid analysis
– Again, making it open to scrutiny
The more robust the methodology the more credible
the findings
Example of grid analysis
Ethnographic research
• Ethnographic research is a catch-all to describe research
approaches that:
– Stress watching and observing as much as listening and
talking
– Assess behaviour as well as opinion
– Connect with people in real ‘contexts’
• Designed to address some of the limitations of qualitative
techniques
In-depth encounters
• Useful approach to understand behaviour
• Participants are asked to keep a diary/scrapbook on a
subject, take photos etc
• A week later, conduct a depth interview at the participants’
home
• Diary/scrapbook is used as stimulus
• Illuminates behaviour and perceptions
Accompanied activities
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Great method to understand experience
Researcher accompanies participant on activity
Unlocks insights into behaviour
Observing people in the right context
Encouraging participation in research
• People’s time is valuable
• May need to offer some form of incentive to encourage
participation
• Incentives help attract those who may not usually engage
– Prize draw
– Cash or in-kind
• ALWAYS give a clear indication of the purpose of the
research and what will happen with the information
– Thank people for taking part
– Offer to send a summary report
Good primary research is about engaging with an
audience
Reporting primary data
Reference the
methodology
• 8 focus groups with current
and lapsed services users
revealed……….
• A telephone survey of 500
current service users
conducted in March
2014…..
Don’t forget the sample
size
Don't know, Decrease
3%
significantly
Increase
significantly
, 29%
Stay the
same, 33%
Increase
slightly,
34%
BASE: 300
Reference the methodology and sample size will
reassure the reader that the research is recent,
relevant and robust