25 Aug Detail the overall research design in the Ohio Lottery case. What are the advantages and disadvantages of this design?
Ohio Lottery
1. Detail the overall research design in the Ohio Lottery case. What are the advantages and disadvantages of this design?
The research design employed in the Ohio Lottery case combines qualitative and quantitative methodologies. The qualitative component comprises a focus group, whereas the quantitative component encompasses a survey questionnaire. The utilization of this strategy offers several benefits, such as the acquisition of comprehensive descriptive data from the focus group. This data can subsequently be employed to enhance the precision of the survey sample size and inform the development of the questionnaire content. The researcher gains valuable insights into consumer behavior that may otherwise remain undiscovered by being able to observe dynamics within the focus group and effectively follow up on participant comments (Aspers & Corte, 2019).
Moreover, using a survey as a concluding component of the research process yields a comprehensive range of data that proves valuable in informing marketing strategies. Several drawbacks are associated with this research methodology, including the financial implications of conducting focus groups and surveys. Additionally, there is a constraint on the amount of time and resources that can be allocated to the research project.
2. Evaluate the MET process. What are some of the strengths and weaknesses of the MET technique?
The MET (Modified Delphi Technique) procedure entails soliciting the focus group participants to assess the significance of a particular issue or topic using a numerical scale ranging from 0 to 10. The process is conducted systematically, addressing various subjects sequentially. Subsequently, the participants are prompted to engage in a discussion regarding their evaluations. The process exhibits several strengths, enabling the researcher to gather valuable cumulative data regarding topics’ significance to the focus group participants. Additionally, it establishes a platform for open dialogue, which can enhance the understanding of the matter under discussion (Callum et al., 2019). The MET approach is subject to specific weaknesses, such as the possibility of respondent bias, wherein ratings may be influenced by previous responses or participant fatigue. Additionally, limited follow-up questions may lead to an incomplete exploration of ideas and perspectives.
3. What measurement scales are used in the sample questions provided? Why might the lottery attitude and lottery importance questions have presented the most challenge to the professional researchers?
The survey questions employed various measurement scales in the Ohio Lottery case. The Likert scale ranging from 1 to 10 was used to assess the attitudes towards and perceived importance of the lottery. In addition, other types of questions were utilized, such as those requiring a binary response (yes/no), multiple-choice options, or a percentage-based answer format. The inquiries regarding individuals’ attitudes towards lotteries and their perceived significance posed more difficulty than other survey question types. This is primarily due to the rating scale employed, which ranges from 1 to 10, lacking a clear delineation of what respondents would deem as “important” or “attractive” (South et al., 2022). When employing a Likert scale, the potential for overlooking nuanced differences in perspective is heightened.
4. Using text Exhibit 12-2, map out the likely quantitative instrument content.
In the present study, the utilization of written language is examined. In Exhibit 12-2, the quantitative instrument content comprises four primary sections: a demographics section, a general lottery knowledge section, a lottery usage section, and a lottery attitudes and opinions section. The demographics section requires participants to provide fundamental personal details, including age, gender, educational attainment, and income status. The section on general lottery knowledge aims to assess participants’ comprehensive comprehension of the lottery, encompassing inquiries regarding their familiarity with various games, products, logos, and related aspects (Willis, 2023). The section about lottery usage would center on participants’ behavior, encompassing inquiries regarding the frequency of their engagement in lottery activities, their preferred games of choice, and the average amount of money they typically allocate toward purchasing lottery tickets. The section dedicated to lottery attitudes and opinions aims to assess respondents’ perspectives regarding the lottery, including the strength of these perspectives, as well as their overall perceptions of the lottery industry.
5. The survey contained several questions that would alert the researchers that the participant was not taking the research process seriously. Is this a good or a poor idea? Why?
Including questions in the survey that have the potential to indicate a lack of seriousness on the part of the participant is a prudent approach. Inquiring about the researcher’s identity or geographical details can serve as a means to assess the level of respondent engagement in the survey and to detect potential instances of survey abuse. Furthermore, including such questions can aid the researcher in evaluating the veracity and precision of the provided responses (Sawari et al., 2019).
6. Evaluate the MET discussion guide for the Ohio Lottery Research.
Utilizing the MET discussion guide in the Ohio Lottery Research facilitated a proficient and successful approach for researchers to assess the sentiments and perspectives of lottery customers, gamblers, and non-players. The provided discussion guide offered a systematic framework for the focus group and facilitated organic discourse, enabling a more profound comprehension of how attitudes, beliefs, and opinions influenced lottery usage. In addition, the utilization of the 0-10 rating scale by the guide successfully ascertained the magnitude of the emotions conveyed by the participants. One potential limitation of this discussion guide is its restricted capacity to address additional topics that may have arisen during the focus group session (Miller et al., 2020). To augment the comprehensiveness of the discussion guide, it is recommended that the researchers incorporate a segment dedicated to debriefing the focus group participants. This debriefing section would serve the purpose of delving into topics and concepts that may have been overlooked or insufficiently addressed during the focus group sessions.
Conclusion
The research design employed in the Ohio Lottery case demonstrates the significance of a mixed-method approach, combining qualitative and quantitative methodologies. This combination allows for a deeper understanding of consumer behavior while ensuring a broader representation of attitudes and opinions. Many researchers recognize that qualitative research compensates for the weakness of quantitative analysis and vice versa (Schindler, 2022). The Modified Delphi Technique utilized in the focus group provides valuable cumulative data, encouraging open dialogue among participants and facilitating a systematic exploration of topics. Including questions to identify participants’ seriousness reflects biblical principles of honesty and integrity. Proverbs 12:22 states, ” Lying lips are an abomination to the Lord, but those who act faithfully are his delight (ESV, 2001).” By ensuring that respondents take the research process seriously, the researchers uphold the value of truthfulness in their work, seeking accurate and reliable results. By adopting a comprehensive and ethical approach, researchers strive to contribute valuable insights that can positively impact the industry and society.
References
Aspers, P., & Corte, U. (2019). What is qualitative in qualitative research? Qualitative sociology, 42, 139-160.
Callum, J. L., Yeh, C. H., Petrosoniak, A., McVey, M. J., Cope, S., Thompson, T., & Pavenski, K. (2019). A regional massive hemorrhage protocol developed through a modified Delphi technique. Canadian Medical Association Open Access Journal, 7(3), E546-E561.
English Standard Version Bible. (2001). The Holy Bible, English Standard Version (ESV). ESV Online. https://esv.literalword.com/Links to an external site.
Miller, K. A., Collada, B., Tolliver, D., Audi, Z., Cohen, A., Michelson, C., & Newman, L. R. (2020). Using the modified Delphi method to develop a tool to assess pediatric residents supervising on inpatient rounds. Academic pediatrics, 20(1), 89-96.
Sawari, S. S. M., Abd Rahman, N. H., Rasool, S., & Paramboor, J. (2019). Demographics and halal food consumption: A quantitative analysis. Journal of Modern Trends in Business Research (IJMTBR), 2(6), 29-3
Schindler, S. P. (2022). Business research methods. McGraw-Hill Education.
South, L., Saffo, D., Vitek, O., Dunne, C., & Borkin, M. A. (2022, June). Effective use of Likert scales in visualization evaluations: A systematic review. In Computer Graphics Forum (Vol. 41, No. 3, pp. 43-55)
Willis, L. D. (2023). Formulating the research question and framing the hypothesis. Respiratory Care.
Jessica
Discussion Thread: Ohio Lottery
Q1. Detail the overall research design in the Ohio Lottery case (see Exhibit OL-1). What are the advantages and disadvantages of this design?
A mixed method research design was used where both qualitative and quantitative research were used. Ostlund et al. (2011) discusses how mixed methods research using both quantitative and qualitative research is valuable due to it being able to capitalize on respective strengths of both approaches and it can give an overall account of their findings that would not be possible with a single approach. Using both methods allows for similarities and differences to be emphasized. Some advantages of this design is being able to compare similarities and differences as well as being able to read notes from one research while conducting the other. Disadvantages would be not getting true answers from the participants during the online survey or questioning sessions or having them lose interest in participating due to the time the survey and sessions take.
Q2. Evaluate the MET process (Exhibit OL-2). What are some of the strengths and weaknesses of the MET technique?
MET (Metaphor Elicitation Technique) was designed to uncover people’s mental presentations for marketing and understanding how those play a role in the behavior when purchasing (Kokko et al., 2017). Exhibit OL-2 shows the MET process used for the Ohio Lottery, they pre-tasked the participants to find and bring pictures that represented their feelings and emotions about the lottery. With those pictures the interviewers asked the participates questions about them and probe for further understanding of each picture. Strengths of this technique would be that the participants were eager and interested in talking about the pictures they have found and brought. Weaknesses would be that the questions were on going and the process long that could possibly lead to the participate getting tired, frustrated, and losing interest in participating.
Q3. What measurement scales are used in the sample questions provided (Exhibit OL-3)? Why might the lottery attitude and lottery importance questions have presented the most challenge to the professional researchers?
Measurement scales are a part of determining a study’s quality, they are a mapping rule that translates into observation (Schindler, 2022). With their quantitative study online survey the Ohio Lottery used an ordinal scale to determine what was of greater or lesser value/importance to the participant. Wolverton et al. (2016) defines ordinal scale data as being ranked in order or interpreted as meaning greater-than or less-than. For their ordinal scale the Ohio Lottery used 1-7 for the participants to rate their answers, with 1 being not at all important and 7 being extremely important. Lottery attitude and lottery importance would present the most challenge to the researchers because those that don’t play the lottery would mostly have a negative attitude toward the lottery and not find it important while those that do play mostly have a positive attitude toward it and would find it important.
Q4. Using text Exhibit 12-2, map out the likely quantitative instrument content.
Target questions were used in the online survey, topics were chosen and questions to asked to get an understanding of those topics. They were looking for reasons why people play or don’t play the lottery so they had specific topics they wanted to ask about so they based their questions on those topics. By having the participants bring pictures of what the lottery meant to them they hoped the participant would open up and tell all the detail of how they felt and what they thought about the lottery by describing the picture and telling how it made them feel. The researchers would start with the question of tell us about this picture what it means to you and makes you feel and wait for the participant to open up and tell all. If they did not get enough from the participant by having them describe the picture then they would ask probing questions to get them to continue and tell more about their feelings and thoughts on the lottery.
Q5. The survey contained several questions that would alert the researchers that the participant was not taking the research process seriously (see case exhibit OL-3). Is this a good or poor idea? Why?
You want to be able to know if the participant isn’t taking the survey seriously so that your research is accurate and true. However, I think this is a hard thing to do as it may be that the participant just didn’t understand the question or got confused. Having the questions may skew your research unless you just throw those questions out on all surveys and just go with the answers of the other questions. Baumgartner et al. (2018) discusses the misresponse mechanisms that can occur in a survey such as reading comprehension and reversed items that can confuse the participate I am also a firm believer in Proverbs 10:9 (ESV) “Whoever walks in integrity walks securely, but he who makes his ways crooked will be found out”. I believe the truth always comes to light, if a participate is being dishonest with their survey answers and not taking them seriously I believe that will make itself know without any special questions to alert the researcher.
Q6. Evaluate the MET discussion guide for the Ohio Lottery Research.
Miaris et al. (2022) discusses how images play an important part in MET, as they are necessary for rousing thoughts, actions, emotions and feelings assuming people think in images and not words. For the Ohio Lottery research participates where ask to find pictures that show how they feel about the lottery. The researchers then asked their questions based on the pictures to get a feel for how the participate felt about the lottery, if it was a good thing, if they participated and so on. When they did not get clear answers or wanted more detail they would ask probing questions to get the participate to talk more but mostly they hoped the pictures the participants brought would lead them to telling their own story without the researcher having to ask many questions.
References
Baumgartner, H., Weijters, B., & Pieters, R. (2018). Misresponse to survey questions: A conceptual framework and empirical test of the effects of reversals, negations, and polar opposite core concepts. Journal of Marketing Research, 55(6), 869-883. https://doi.org/10.1177/0022243718811848Links to an external site.
Kokko, S., Lagerkvist, C. J., & Sveriges, L. (2017). Using Zaltman metaphor elicitation technique to map beneficiaries’ experiences and values: A case example from the sanitation sector. The American Journal of Evaluation, 38(2), 205-225. https://doi.org/10.1177/1098214016649054Links to an external site.
Miaris, G., Löfgren, S., & Hansson, H. (2022). Values underlying farmers’ business development decisions: Evidence from swedish agriculture using zaltman metaphor elicitation technique. The Journal of Agricultural Education and Extension, ahead-of-print(ahead-of-print), 1-22. https://doi.org/10.1080/1389224X.2022.2143828Links to an external site.
Östlund, U., Kidd, L., Wengström, Y., & Rowa-Dewar, N. (2011). Combining qualitative and quantitative research within mixed method research designs: A methodological review. International Journal of Nursing Studies, 48(3), 369-383. https://doi.org/10.1016/j.ijnurstu.2010.10.005Links to an external site.
Schindler, P.S. (2022). Business Research Methods 14th edition. McGraw Hill LLC.
Wolverton, S., Dombrosky, J., & Lyman, R. L. (2016). Practical significance: Ordinal scale data and effect size in zooarchaeology: Effect size and ordinal scale data in zooarchaeology. International Journal of Osteoarchaeology, 26(2), 255-265. https://doi.org/10.1002/oa.2416Links to an external site.
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