CAMBRIDGE 9609 | TOPIC 3.2.2
Research Methods
Master the art of choosing the RIGHT research method for the business objective.
The Research Battleground
Strategic Context: Every decision needs data. But the WRONG research method = WRONG data = WRONG decision = £££ wasted.
Cambridge 9609 Focus:
Students must match research methods to business objectives, identify bias risks, and evaluate data quality.
Surveys/Questionnaires
✓ STRENGTHS:
- • Quantitative data
- • Large sample size
- • Quick & cheap
- • Statistical analysis
✗ RISKS:
- • Low response rate
- • Poorly worded questions
- • Respondent dishonesty
- • No depth/context
BEST FOR:
"How many customers prefer X?"
Interviews
✓ STRENGTHS:
- • Qualitative depth
- • Follow-up questions
- • Understand WHY
- • Build rapport
✗ RISKS:
- • Interviewer bias
- • Time-consuming
- • Small sample
- • Expensive
BEST FOR:
"WHY do customers prefer Brand A?"
Focus Groups
✓ STRENGTHS:
- • Group dynamics
- • Idea generation
- • Product testing
- • Real reactions
✗ RISKS:
- • Dominant personalities
- • Groupthink
- • Not representative
- • Expensive
BEST FOR:
"Test reactions to new packaging design"
Observation
✓ STRENGTHS:
- • Real behavior
- • No bias
- • Accurate counts
- • Non-intrusive
✗ RISKS:
- • No WHY
- • Time-consuming
- • Can't observe thoughts
- • Ethical issues
BEST FOR:
"Count footfall outside store"
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