定性研究招聘

你们如何进行招聘？

并非所有的招聘都是一样的。

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.
  • 大列表的子集可用于进行在线或电话调查的预测试，或可将其拆分并用于多个项目，而无需多次联系任何个人。
• 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.
• 社交媒体
  • 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.
  • 同样，FaceBook 可用于查找个人资料符合研究要求的消费者。

• 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.

• 搜索引擎营销（例如 Google AdWords）提供了一种独特的方式，可以根据人们搜索的关键词来招募他们。例如，
  • 搜索皮肤科医生的人可能是研究润肤露、面霜、药物、癌症检测或类似与皮肤护理或问题相关的主题的最佳候选人。
  • 同样，在搜索中输入股票代码而不是股票或公司名称的人更有可能了解金融服务和投资机会并对其感兴趣。
• 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.

何时使用每种方法。

每种情况下所需的时间和成本都会有所不同。

• 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.
• 然而，如果一个项目需要从低发病率（罕见）人群中招募，那么就需要投入更多的精力和成本来寻找足够的参与者。

总结建议和想法。

• 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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