electure 5

Question 1

methods of acquiring knowledge

Answer 1

TIERA
tenacity: from habit, superstition
intuition: from hunch, feeling
empiricism: from direct sensory observation
rationalism: from reasoning, logical conclusion
authority: from expert

Question 2

5 steps of scientific method

Answer 2

1. observe behaviour
2. form tentative answer or explanation (hypothesis)
3. use hypothesis to make a
   TP
   testable prediction
4. evaluate prediction with
   SP
   systematic and planned observations
5. use observation to support, refute, or refine og hypothesis

Question 3

quantitative methods vs qualitative methods

Answer 3

No More SG Road Dinner and Dance

Nature of data:
quan - numeric, measurable
qual - descriptive, non-measurable

Main goal:
quan - est patterns, rs
qual - understand exp

Sample size:
quan - large
qual - small

Generalisation:
quan - high
qual - low (context-specific findings)

Resources:
quan - financially intensive
qual - labour and time intensive

Data analysis:
quan - objective quan analysis and collection
qual - may be affected by
researcher bias
participant’s perspectives

Data collection:
quan - standardised
qual - lack of standardisation, and may cause ethical concerns of participants interactions

Question 4

qualitative research methods

Answer 4

Empathy interviews
Focus group discussions
Netnography
Observational studies

types of observational research
O NPC
1. online behaviour tracking
2. natural observation
3. participant observation
4. control observation

Question 5

define A/B testing

Answer 5

technique that compares two versions of a digital asset
e.g. email, webpage
to see which version performs better

Question 6

components of A/B testing

Answer 6

Go Home Very Dark Must Cry

Goal: metrics that uw to improve
Hypothesis: predict the impact of a specific change
Variable: what uw to test
Duration: how long the test will run for, to gather significant data
Metrics: based on the variable, choose relevant metrics to evaluate test outcome
Control and treatment grp:
control (A) - OG version
treatment (B) - modified version

Question 7

core principles of a/b testing

Answer 7

3
1 test on 1 variable at a time
2 audiences of same bg and size
test happening at the same time

Question 8

conducting observational research
(in-store environment)

Answer 8

1. determine research objectives
2. plan observation criteria
3. collect data
4. analyse patterns

Question 9

conducting observational research
(online)

Answer 9

1. determine research objectives
2. recruit participants, set up screen sharing session
3. assign participants w simple task, based on objectives
   - observe their actions, get them to verbalise their thoughts
4. follow up w short interviews

Question 10

quantitative research methods

Answer 10

1. social listening
2. data analytics
3. surveys
4. experiments
5. trend reports

Question 11

causal vs correlational rs

Answer 11

correlational - variables are related or move together
but one variable does not necessarily cause the other
e.g. ice cream sales and drowning rates inc in the summer

causal - one variable directly influences the other
requires experimental designs with control and treatment grps