Ohio Lottery Discussion Replies

Overall Research Design in the Ohio Lottery Case

There are numerous research designs that one can use to conduct a study. In the Ohio Lottery cases, the company management chose to utilize the mixed method design, which entailed a mix of both qualitative and quantitative methods. Concisely, the research was conducted in two main phases. In the first stage, the researchers utilized a qualitative approach where they strived to understand the behavioral, and psychological characteristics of both players and non-players (Daberkow, 2012). The main aim of this phase of the study was to evaluate the public’s perception of the lottery. Phase two of the research utilized a quantitative survey approach to gain insight into consumer characteristics such as the players’ age, gender, and race. Moreover, this survey aimed at understanding their moral or religious obligations concerning playing the lottery. The company sent survey questions to 1,505 participants via a secure website. The data collected were used to gain the in-depth understating of the market and the players’ perceptions. One of the main advantages of the mixed design methods is that it provides a comprehensive outlook of the problem at hand (McKim, 2017). The second advantage is that it provides greater flexibility to the research. Another advantage of mixed-method research is that it provides a wider scope of the study by gathering the participants’ views and thoughts (McKim, 2017). Nonetheless, the mixed-method design has several disadvantages with the main one, being the fact that it is time-consuming. Additionally, the design is more expensive than other methods since it requires more resources and personnel to be conducted (McKim, 2017). In additionally, the approach is quite complex since it is conducted in two phases each with different data collection and analysis methods. Therefore, this research design requires highly competent researchers to be implemented.

Evaluation of the MET Process

The MET process used in the case study provided entails finding pictures that portray the actual feelings and thoughts concerning the lottery. The process was conducted in six main phases as directed by the interviewer to determine the way the interviewee viewed the lottery. The MET technique has several strengths and weaknesses. The first strength is that it is engaging meaning that it leads to the development of a productive relationship between the interviewer and interviewee. Consequently, the researcher gets the opportunity to understand the interviewee’s concerns (Daberkow, 2012). Thus, they can derive useful information for them to utilize in the study. Another strength is that the technique follows well-structured steps, which make it easier for the interviewee to follow through and participate in the exercise. Moreover, the MET process is biblically integrated in that it is focused on showing participant that they have a God given chance to change their lives through a one-time lottery ticket. Moreover, the proceeds are used for a good cause to help to elevate the children’s lives in Ohio through sponsoring their education. Conversely, the technique is time-consuming since it requires the interviewer to give participants ample time to express themselves, using the images provided to them. Another weakness is that the technique might not be extremely effective when it comes to participants who lack strong visual qualities (Daberkow, 2012). Some participants are more auditory or kinesthetic. Therefore, the method might not be applicable for such participants.

 

Measurement Scales Used in Sample Questions

The measurement scales in exhibit OL-3 utilize an ordinal scale of measurement, which requires the interviewee to provide a rating on the scale provided alongside the interview question (Bowen & Masa, 2015). For instance, the lottery importance rating question provided in the case study requires the interviewee to rank the importance of attributes, depending on their importance in participation in lottery games on a scale of 1 to 7. On the scale, 1 represents the value of non-importance while 7 represents a value of extreme importance. The lottery attitude and importance questions presented the biggest challenge to the researchers as the ordinal scale used to collect interviewee responses did not provide clear-cut answers to the question. Consequently, it is quite difficult to work with these responses to extract valuable information.     

 

Quantitative Instrument Content

The research design utilizes the survey questionnaire to collect quantitative data from participants. The method is combined with qualitative interviews to improve the collection of data for questions in the research. These questions are focused on gaining insight into the frequency of play, attitudes, participation in games, and advertising awareness. Looking keenly at the responses obtained from these questions helps to establish any inconsistencies received from data collected through the qualitative interviews. The research also presents questions in different formats such as scales, multiple-choices, and checklists to ensure all the available options are exhausted. The data obtained from research will be important to clarify beliefs concerning participating in the lottery, winning, and not playing.

 

Participant Seriousness in the Research

The use of questions that determine the participants’ seriousness is a good idea. This intervention is useful to help the researcher to use only answers they feel reflect the participant’s actual views and opinions. This situation means that the biasness index for the research declines since only serious answers are analyzed.

 

Evaluation of the MET Discussion Guide

The MET discussion guide provided in the case study is important to promote the researchers’ understanding on the way they are expected to analyze participant responses. For instance, in the qualitative phase of the study, the main objectives are to discern the main reasons for the players to buy tickets and the main barriers that hinder participation for non-players. In the introduction part of the study, the discussion guide directs the researcher to create a rapport with the participant. The guide provides direction to the researcher on how to conduct the study. Therefore, researchers need to understand the guide before the carry-out study.

 

                                                            References 

Bowen, N. K., & Masa, R. D. (2015). Conducting measurement invariance tests with ordinal data: A guide for social work researchers. Journal of the Society for Social Work and Research, 6(2), 229-249. https://doi.org/10.1086/681607

Daberkow, K. S. (2012). Financing Ohio's public schools through the Ohio Lottery: Quantitative and qualitative dimensions of the Lottery's tax incidence. Ohio University.

McKim, C. A. (2017). The value of mixed methods research: A mixed-methods study. Journal of Mixed Methods Research, 11(2), 202-222. https://doi.org/10.1177/1558689815607096