定性調査採用

採用はどのように行いますか?

採用活動はすべて同じではありません。

Different approaches are needed depending on the number of recruits desired, how quickly they need to be found, and the size of the budget. The following are some common ones.

• Emails can be sent to a purchased list, e.g. subscribers to a publication or newsletter, attendees of a trade show, or members of a professional organization. Individuals already have certain known and shared interests or profiles in all such cases.
  • 大規模なリストのサブセットは、オンライン調査や電話調査の事前テストを実施するために使用できます。また、リストを分割して、個人に複数回連絡することなく、複数のプロジェクトに使用することもできます。
• Online panels already have selected research participants who have agreed to provide information at specified intervals. Many market research firms utilize online panels to save time recruiting for their clients’ projects since such panels typically have huge numbers of members who have already been screened on basic demographics or psychographics.
  • Companies that create online panels often act as intermediaries and send out surveys on your behalf, but do not disclose the email or phone number of the panelist to you. This makes panels less useful for qualitative work.
• ソーシャルメディア
  • For B2B recruiting purposes, LinkedIn has become a handy tool. Potential participants can be contacted after using parametric tools to hone in on members who meet certainscreening criteria.
  • 同様に、FaceBook は、調査の希望基準に一致すると思われるプロフィールを持つ消費者を見つけるために使用できます。

• Advertising in a variety of media, from print to online, may be effective. By placing an ad in a particular newspaper, magazine, or website, it is possible to solicit participation in certain types of market research studies. For example, people with specific occupations, illnesses, or life situations may learn about the need for research subjects this way.

• 検索エンジンマーケティング（例：Google AdWords）は、検索キーワードに基づいて人々を募集するユニークな方法を提供します。たとえば、
  • 皮膚科医を探している人は、ボディローション、クリーム、医薬品、がん検出、または皮膚のケアや問題に関連する同様のトピックの研究に最適な候補者である可能性があります。
  • 同様に、検索時に株式や企業の名前ではなく株式シンボルを入力する人は、金融サービスや投資機会について知識があり、興味を持っている可能性が高くなります。
• Referrals or Word of Mouth (WOM) may be used to build a pool of participants. Of course, since there is the likelihood that friends, colleagues and family may have much in common, this can be either a positive or a negative depending upon the research objectives. If the goal is to find people with a shared background or set of “likes”, then this can be a good source of participants. If, on the other hand, the research seeks a more diverse population, this might be a less effective approach.

それぞれのアプローチをいつ使用するか。

時間と費用はケースによって異なります。

• For research that involves the broadest market (think of fast food, coffee, cold medicine, phone service), a very large panel is likely to have representative members, so the time and cost of recruiting will be lower.
• ただし、プロジェクトで発生率の低い（まれな）集団からの募集が必要な場合は、十分な参加者を見つけるためにさらに多くの労力とコストがかかります。

結論のヒントと考察。

• Careful screening questions can improve the odds that an invited person is truly “qualified” and is not a “professional”.
• Adequate compensation (e.g. cash, gifts) is a strong motivator to ensure cooperation –whether online, on the phone or in person — but it adds to the expense of the project.
  • Providing participants with feedback, such as a summary report of findings, can also be a good incentive.

• For qualitative research (focus groups, one-on-ones or IDIs) it is important to be very clear in instructing and reminding recruits about the date, time and place they must be. Even a confirmation letter, email or phone call does not ensure compliance with a person’s assurance that they will participate. If work, family or other social obligations arise, a recruit may not contact the research company or show up at all. For this reason, many research studies will over-recruit, expecting a certain absenteeism rate, much as when airlines overbook their flights.
• Recruiting for online panels creates a different set of potential problems. When people are told that they can earn points, gifts, or cash, they might be tempted to join for that reason alone. There may be little to no incentive to be honest, thoughtful, or careful in answering any questions. Ideally, the subject matter or product/service being studied will be salient and relevant to the participant. Knowing their answers to a set of profile questions can help mitigate this issue.
• In all cases, the best way to recruit is to use a third party. This can be the same company that is conducting the study if you are outsourcing it, or it can be a list broker or panel provider that you contact yourself.

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