Exploring the Relationship Between Hockey and Market Demand for Hockey Products

Introduction

The research aims at understanding the influence of hockey and market demand for hockey products. Different samples of respondents were selected to facilitate the goals of the study. Both quantitative and qualitative research methodologies were adopted for the study.

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Quantitative Methodology

The quantitative study technique focuses on the general understanding of a specified target group about the product under research. Quantitative research was adopted to study the relationship between the demand for hockey equipment, which is a variable element and the supply of the materials in the market. The research involved numbers, logic, and objective stance of understanding the market demand hence necessitating the use of quantitative analysis to help sample and evaluate the market findings. The research questions were addressed to a selected sample of the respondents. Random sampling was carried out among the individuals who were present near playing fields using the probabilistic technique. The probabilistic method under quantitative research provides a generalized measure on which the study analysis is made. All participants had equal opportunities due to the random selection of respondents. All the responses from the study group were accounted for. A larger sample had to be interviewed to minimize error margin hence ensuring the accuracy of the study (Kaden, Linda & Prince, 2012).

Qualitative Methodology

While the quantitative method focuses on numbers, the qualitative technique was also used to ensure the quality of the study. The qualitative approach gives the respondents chances to explain their opinions hence enabling the researcher to comprehend the motive behind the focus group's response. The qualitative technique was selected for the study due to its ability to allow the analysis of matter with great detail as it bases on the human experience. The responses from the respondents can be recorded to be used as evidence when evaluating the outcomes of the study (Kaden et al., 2012).

Summary of Focus Group

The focus group of the study was mainly youths and upper-level students. The team of researchers visited different institutions where sports activities, especially hockey, were being carried out. Both the institutions' hickey players and the fans who were actively cheering the hockey matches were interviewed.

Survey Findings

Upon conclusion of the research, a variety of findings were precise. The results were further trimmed to come up with three significant findings. The primary outcome was that the majority of youths believe that hockey is a top game which is beneficial to many. The respondents cited that daily hockey exercises were of health benefits to the players. The intensive training ensured that the hockey players improved their immune to fight some disorders such as obesity (Kaden et al., 2012).

Participants believe that hockey investment is a substitute for college qualifications. Among the college players and staff interviewed, the majority of the players were confident that their skills in hockey would earn them a living by joining recognized hockey clubs rather than being employed in offices. The research also revealed that some college players have already been signed by hockey academies while others are involved in professional hockey games hence salaried. The players admitted to being getting professional coaching from their experienced technicians.

The participants lamented of high prices of hockey equipment. Majority blamed lack of sponsorship among college students posed difficulties to the players. The supply of hockey equipment was also found to be limited and very expensive for individuals to afford.

Validity of Findings

The study findings are valid and reliable. Hockey equipment is very expensive for some institutions to afford more than one pair. It was also established that hockey is a top sport in which youths are actively engaging in to earn a living. The respondents used some of their former college students who are now shining as professional hockey stars hence making a living through hockey.

Comparison and Contrast of the Focus Group with the Survey

A survey is a broad study of a market base which is intended to gather information from the large sample. Surveys can be achieved through the selection of huge sample groups to ensure that the researcher gathers adequate data which can be used. Surveys enable organizations to collect more feedback from the respondents in vast areas. Surveys can be online or through fieldwork, where the team travels from one place to another to gather data (Kaden et al., 2012).

On the other hand, focus groups are small gatherings of people who are indiscriminately selected to depict a specific population of individuals. Small focus groups are best in cases where the sample is small in size. Focus groups facilitate brainstorming hence sharing their opinions about the topic under study. The expression of attitudes and sharing of ideas among focus groups provides qualitative data that has to be analyzed with great detail to establish conclusions and more profound understanding from the responses. In both surveys and focus groups, it is challenging to convince respondents to be free hence difficulties in sharing their confidential data.

The Contrast between Survey and Focus Groups

Some of the differentiating factors between focus groups and surveys are that focus groups involve only a few individuals who brainstorm while surveys include a significant number of unrelated individuals. Focus groups are excellent in holding open discussions. The reviews include individual responses from different respondents while surveys are best in uncovering a unique idea about a market using the responses from the respondents (Kaden et al., 2012).

Surprises, Homogeneity, and Irregularities of the Findings and Rationale

In research studies, all types of responses and difficulties are often expected hence means to solve the need to be established. When a researcher is using qualitative research technique, it is sometimes challenging to interpret the feedback. Poor handwriting poses difficulties in reading the respondents'' written feedback (Kaden et al., 2012). At times, unclear responses from the respondents may also affect the quality o the study. A slight misinterpretation of the study questions by the respondent will lead to wrong feedback hence null. The unclear responses are often discarded to ensure accuracy of data findings.

When a researcher is using a face-to-face interview to gather data, he or she is likely to collect more accurate and personal experiences of the respondent. In focus groups and survey, personal issues are challenging to analyze. Some respondents hide their own opinions regarding a topic under study when people have varying views in public discussions (Brace, 2018).

The primary irregularity that tampers with the research findings is the bias of the research team. The researcher may inject foreign preference materials during the analysis of the study or influence the feedbacks from the respondents. Such biases will often lead to inaccurate outcomes of the study hence faulting the research. The respondents, too, may affect the response of other participants during discussions. The influencing power often arises where some respondents are superior to others in the society hence suppressing the opinions of the minors (Brace, 2018). The other shortcoming of surveys is that some questionnaires will be returned without being filled or filled inaccurately. Such limitation leads to the conclusion that a face-to-face interview is the best technique when carrying out an accurate and independent study of a market.

Impact of the Contemporary Experience on Future Studies

The success of any organization depends on its understanding of the market. The market can be easily comprehended by carrying out independent studies. Conclusions will be used in making decisions about production, supply, distribution, and pricing of commodities, among other elements. Understanding of research methodologies is critical towards accurate research findings. The type of research technique selected will be a result of the needs of the organization from the study. For reliable and independent outcomes, face-to-face interviews are essential. Interviews enable the researcher to analyze even non-verbal communication from the respondents (Brace, 2018).

The need to understand the difference between surveys and focus groups is also critical in establishing the most appropriate method to be used. From this research, I have gained some experience and understanding of the research studies. It is an eye-opening experience where a researcher deals with different persons with different attitudes and personalities (Pieters & Wedel, 2017). Keen observations of respondents during research studies can also enable the researcher to make conclusions about the trustworthy and honesty of the feedback the respondents are giving. The ability to testify about a product or a service should be entirely left to the decision of the respondent.

The other crucial aspect learned from the research that will be key in future research is the ability to maintain the respondents' information confidential (Pieters & Wedel, 2017). Personal data and responses of the respondents need to be kept private to avoid cases of stigmatization in society. In carrying out research, the researcher needs to differentiate between surveys and focus groups to ensure accuracy of data collection. Managing the costs of the study is another element I have grasped to ensure utilization of resources for future studies.

Lessons Learned About Focus Groups and Surveys

An assessment of the qualitative and quantitative research techniques, a variety of learnings and comprehension was derived from the two methods when selecting the target audience to study. By analyzing the two approaches, it is easy for the researcher who intends to carry out future research projects to understand and choose the most suitable research methodology to use for the study (Pieters & Wedel, 2017). The use of focus groups and surveys during the study provided an insight into the conditions of the research, leading to the selection of each strategy. From the study, it is evident that for qualitative data collection focus groups are the best for the study. Therefore, surveys are the best suit for quantitative research, where a considerable number of respondents is needed.

When carrying out research using focus groups, the researcher needs to be clear and audible in his or her speech to the audience. The researcher also selects participants randomly. Every respondent is viewed as equal to others; hence, every respondent's feedback is independent and valuable to the researcher. When using focus groups, the researcher primarily focuses on the quality rather than the number of respondents. The attitudes, feelings, reactions, and behaviors of the respondents are the critical elements considered rather than the final feedback. Surveys are mostly influenced by the number of respondents who give their feedbacks. The quantity element is visible in surveys where the researcher focuses on attracting a vast amount of people to facilitate his research (Boddy, 2016).

Summary

Research is a critical element in strategic communication in understanding the market for an organization. Investigations can also be carried out to unearth a phenomenon that underlies a specified belief which needs to be studied. In carrying out studies, the two primary methods used for data analysis are qualitative and quantitative research methodologies. Qualitative research techniques focus on the quality of the education, while quantitative research te...