Approach Newsletter - Summer 2011

Welcome to the Summer 2011 edition of Approach – the newsletter from the social research team at Ipsos MORI Scotland. The newsletter aims to provide an insight into new research methods and ideas, as well as taking a fresh look at more established ones. We hope that you continue to find Approach an informative and useful source of news, thoughts and comments.

In this edition we bring you three articles, addressing three very different issues. The challenge of ensuring that qualitative research does not fall down at the analysis and reporting stage is addressed in Top Tips for Effective Qualitative Reporting. Small Area Estimates discusses a how large national datasets can be modelled to small neighbourhoods. Finally, Social Listening is our guide to a new and innovative way of researching online discussions on social media.

If you would like to offer feedback or suggest topics that you would like to see covered in future editions of Approach, please email Sara Davidson or call Sara on 0131 226 8673.

Top Tips for Effective Qualitative Reporting

The reporting of qualitative research is a challenging task: it requires researchers to systematically analyse and interpret a large pool of unstructured (and often unwieldy) data, while at the same time remaining faithful to the views expressed by participants. In this article we set out the key principles for effective qualitative reporting.

Small area estimates

With the exception of the decennial Census, even the largest social surveys cannot directly provide estimates and analysis at local level. Small area estimation tries to resolve this through complex statistical modelling but our own work suggests that simple approaches using readily available data can provide surprisingly accurate local estimates that could be used to target initiatives and campaigns.

Social Listening

More and more people are using social media platforms to comment on their everyday lives, including their interactions with brands and services. These comments have the power to influence the perceptions of other consumers and service users, making it increasingly important for organisations to monitor and manage their online reputation.

Add to My Ipsos MORI Bookmark and share this page.

Bookmark & Share Email this page.

Email this page Print this page.

Print this page

Contact Us

Ipsos MORI Scotland
4 Wemyss Place
Edinburgh
EH3 6DH
Tel: +44 (0)131 220 5699

Steven Hope
Managing Director
Email

Contacted about an interview?

The Scottish Public Opinion Monitor is a quarterly telephone omnibus offering you access to a high quality, cost-effective survey of 1,000 adults across Scotland.

Read More