Approach Newsletter - Spring 2010
Welcome to Approach – the newsletter from the social research team at Ipsos MORI Scotland. Now on its fifth edition, 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.
The latest edition features three articles, each of which looks at different aspects of researching people’s behaviour and attitudes. Researching Behaviour Change examines two different models of behaviour change and explains how they can be used to help shape research design. Using Segmentation in Social Research demonstrates how segmentation analysis works and how it can be used to identify the factors that influence respondents’ attitudes and behaviours. We also have a book review of Predictably Irrational by Dan Ariely, which examines the rational, and often irrational, thought processes that people use in making decisions and the implications this has for researching behaviour.
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.