[WEEK 5] Qualitative & Quantitative Research

Qualitative Research

Qualitative research help us to understand the attitude and behavior of our target audience which is 25-45 years old working adults with the middle class income level (RM 1000-RM 5000). These working adult have high school above education background, and also own the IT knowledge and accessibility to technology. Based on the target audience we set, we have a research goals to conduct the interview which are to understand people's awareness towards collaborative consumption (there are people do not know about this "sharing" concept) and find out the the reason why people do not share. In my personal thought, I wish to learn how to approach and select our target audience correctly and interview them in order to understand how they think about collaborative consumption and their concern on this sharing concept. The research methodology that I will use will be one to one interview; I set a goal which is to interview 10 people on this topic. This method will help me to focus easily and obtain the accurate information. The question that I’m going to ask will be:

• Do you think collaborative consumption is new trends that will improve our     relationship between people make the society become harmony?
•      Do you have an experience on sharing things to others?
• Is there any issue about collaborative consumption make you concern?

Quantitative Research

Quantitative research is to measure our target audience attitudes in a statistically reliable way. The research goals are to identify how many people in this age group do not know about collaborative consumption, and how many people will support the sharing concept. I would like to identify strong evidence and test our hypothesis towards our target audience through the survey or questionnaire that answers by our research relevant group of people. The survey or questionnaire will be conduct via internet and distribute it by go to a place where could easily find our target audience to respond. The question I will ask in the survey form might be:

•      Are you familiar with the term "collaborative consumption?"
• How comfortable would you be sharing your things to others?
• Were you accepting this sharing concept in our society or country?