Case Study: Ohio Lottery Innovative Research Design Drives Winning
Dr. John SMith
May xx, 2021
1. Detail the overall research design in the Ohio Lottery case (See Exhibit OL-1). What
are the advantages and disadvantages of this design?
Since 1974 the Ohio Lottery has supported state education. The idea to provide the State
Lottery to Ohio’s voters was originally created for funding the public education system. In
which all the earnings for the lottery go towards the state education budget. Lottery sales have
steadily declined, hurting the public education system. Originally the lottery director wanted to
focus on the lottery players and nonplayers. Looking into what motives both groups, information
that will reveal their playing or buying behavior. They need to figure out how to increase lottery
sales to keep supporting the education system. The research was divided into two phases
qualitative and quantitative each revealing an aspect of the research (Schindler, 2019).
The advantages of this design are a different way and method the data was collected. “Data
collection is a crucial aspect in any level of research work. If data are inaccurately collected, it
will surely impact the findings of the study, thereby leading to false or invaluable outcome”
(Mbachu, 2018). An online study was created to collect data to validate motivation on why
people purchase lottery tickets. Also, screening emails was also utilized to get Ohioans to be
selected based on different classifications, like age and race. This research is intended to ensure
the research gets assorted people in one sample, based on the demographics. The disadvantages
of this research are the actual survey is too long it will take about 39 minutes to complete.
People will presume this is too long and are willing to walk away.
2. Evaluate the MET process (Exhibit OL-2). What are some of the strengths and
weaknesses of the MET technique?
The metaphor elicitation technique (MET) was developed by Harvard professor
Gerald Zaltman. “Most human communication is nonverbal and metaphors are a key
bridge between direct verbal communication and more impressionistic thoughts and
feelings, this technique can unlock true motivations” (Schindler, 2019). The MET
techniques utilize pictures to unearth the participant’s reason on why they are obtaining
lottery tickets. Getting a better insight into the psychological part of the lottery buyers
and non-buyers. The strength of this method is the research team can directly observe the
participant’s actions and record their actions. This will permit the research team to
observe all emotions and nonverbals associated with playing the lottery. The
disadvantages of observation cannot revisit the past to collect data neither the research
team has full control of the sample. Another disadvantage is the length of the actual
survey its takes about an hour and a half.
3. What measurement scales are used in the sample questions provided (Exhibit OL-
3)? Why might the lottery attitude and lottery importance questions have presented
the most challenge to the professional researchers?
The lottery study sample questionnaire is mainly a seven scales point Likert
Scales, ranging from important to not important at all. The Likert Scales is intended to
measure the participants behaviors and thoughts (Jamieson, n.d.). This type of
questionnaire with make it easy for the participants to answer the question. There are two
things I believe this type of questionnaire would give the research team a hard time. The
length of this questionnaire is too long, meaning the number of questions is high.
Another issues with these questions is, how can their respond be verified? Since the
given answers are the opinions of the participants.
4. Using text Exhibit 12-2, map out the likely quantitative instrument content.