질적 연구 모집

모집은 어떻게 하나요?

모든 채용이 똑같은 것은 아닙니다.

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.
  • 큰 목록의 하위 집합은 온라인 또는 전화 설문 조사의 사전 테스트를 수행하는 데 사용될 수 있으며, 개인에게 두 번 이상 연락할 필요 없이 분할되어 단일 이상의 프로젝트에 사용될 수도 있습니다.
• 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.
• 소셜 미디어
  • 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.
  • 마찬가지로, FaceBook은 프로필이 원하는 연구 기준과 일치하는 것으로 보이는 소비자를 찾는 데 사용될 수 있습니다.

• 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.

• 검색 엔진 마케팅(예: Google AdWords)은 사람들이 검색하는 키워드를 기반으로 사람들을 모집하는 독특한 방법을 제공합니다. 예를 들어,
  • 피부과 의사를 검색하는 개인은 바디 로션, 크림, 약물, 암 진단 또는 피부 관리 또는 문제와 관련된 유사한 주제에 대한 연구의 주요 후보자가 될 수 있습니다.
  • 마찬가지로, 검색 시 주식이나 회사 이름 대신 주식 기호를 입력하는 사람들은 금융 서비스 및 투자 기회에 대해 지식이 풍부하고 관심이 있을 가능성이 더 높습니다.
• 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.

각 접근 방식을 사용하는 경우

시간과 비용은 각 경우에 따라 다릅니다.

• 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.
• 그러나 프로젝트에 발생률이 낮은(희귀) 모집단을 모집해야 하는 경우 충분한 참가자를 찾기 위해 더 많은 노력과 비용이 소요됩니다.

팁과 생각을 마무리합니다.

• 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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