Designing an engaging questionnaire is one of the first steps in conducting a research study. To do so, researchers ask themselves what type of questions are the best to ask. The answer is that it depends – on what researchers are trying to learn from the survey, who they are recruiting to participate, and how much the respondents and researchers themselves know about the survey topic. The sections that follow explain open- and close-ended questions, offer some of their benefits and drawbacks, and provide recommendations on how to incorporate these question formats into business school stakeholder surveys.Read More
Evidence-Based Innovation Blog
Have you ever wished you could get inside the heads of people in your target audience? To hear what words people use to describe their perceptions of your brand? To see patterns in how people assess your value proposition? To learn how your offerings bring meaning to their lives?
Sometimes privacy issues, sensitive topics, or the need for very in-depth information make one-on-one conversations with research participants more appropriate or fruitful than focus group sessions (e.g., when MBA applicants’ privacy requirements discourage group sessions). That’s when business schools will opt for in-depth interviews (IDIs) as an excellent research strategy.
To manage brands and tailor institutional offerings, business schools can capitalize on trends in how our target audience members express needs, thoughts, and feelings about our offerings. To gain that insight, focus groups benefit from the effects of group dynamics, which stimulate thinking, ideas, conversations, and reactions to our products and brands.
Core to the success of a higher education market research study is method of sampling -- a sample is a group of people drawn at random from all those people who are in your chosen market. If a researcher does not design the right sampling plan, then the research results will likely be inaccurate; thus, the right design is a key, first critical step in defining a research study.