How Mixed Methods Can Be Used to Avoid Bias
Recall bias is the tendency for people to misremember events or experiences, especially when they are asked to recall them after a long period of time. Social desirability bias is the tendency for people to answer questions in a way that they believe is socially acceptable, even if it is not accurate.
Mixed methods research is a research approach that combines qualitative and quantitative methods. This approach can be used to avoid recall bias and social desirability bias.
Silverchain is a leading provider of comprehensive in-home care services in Australia. The company wanted to understand the factors that influence consumer decisions and website usage patterns. To do this, they conducted a mixed methods research study that included both qualitative and quantitative methods.
The qualitative phase of the study involved interviews with 23 consumers and carers. The interviews were designed to gather in-depth information about the participants' experiences with Silverchain and their opinions about the website.
The interviews were conducted by trained researchers in a relaxed and informal setting. This helped to create a comfortable and trusting environment, which reduced the likelihood that participants would feel the need to answer questions in a socially desirable way.
The interviews were also open-ended, which allowed participants to share their experiences in their own words. This helped to reduce the likelihood that participants would misremember or forget important information.
The quantitative phase of the study involved a survey of 1,200 consumers. The survey was designed to quantify the findings of the qualitative interviews and to identify any trends.
The survey questions were carefully worded to avoid leading or biased language. This helped to reduce the likelihood that participants would answer questions in a way that they believed was socially acceptable, rather than in a way that was accurate.
The use of mixed methods in this study helped to minimize recall bias and social desirability bias in a number of ways. First, the qualitative interviews helped to identify the most salient events or experiences for the participants. This information was then used to develop the quantitative survey, which helped to reduce the likelihood that participants would misremember or forget important information.
Second, the qualitative interviews helped to build rapport between the researchers and the participants. This helped to create a more comfortable and trusting environment, which reduced the likelihood that participants would feel the need to answer questions in a socially desirable way.
Finally, the quantitative survey helped to corroborate the findings of the qualitative interviews. This helped to increase the accuracy of the findings and to reduce the likelihood that the findings were due to recall bias or social desirability bias.
The findings of the study showed that the most important factors influencing consumer decisions were the quality of care, the cost of care, and the convenience of the website. The study also found that the website was not as user-friendly as it could be.
Silverchain used the findings of the study to improve their website and to better meet the needs of their customers. The study also helped Silverchain to understand the factors that influence consumer decisions, which can be used to improve their marketing and sales strategies.
In conclusion, mixed methods research can be a valuable tool for avoiding recall bias and social desirability bias. By combining qualitative and quantitative methods, researchers can gain a more complete and accurate understanding of the participants' experiences and perspectives.
This case study of Silverchain shows how mixed methods research can be used to improve the quality of care and the customer experience. By understanding the factors that influence consumer decisions, businesses can make better decisions about how to market their products and services.
The use of mixed methods research is not without its challenges. However, the benefits of this approach outweigh the challenges. By using mixed methods research, researchers can gain a more complete and accurate understanding of the participants' experiences and perspectives, which can lead to better decision-making and improved outcomes.
Related project: Silver Chain
