Category: Definition

What is Definition:

Firstly, The Synonym of definition is explanation, interpretation, rationale, solution, translation, analog annotation, characterization. Secondly, The definition means clarification, clue, comment, commentary cue, delimitation, delineation, demarcation, denotation. Furthermore, it implies determination, diagnosis, drift, elucidation, exemplification, explication, exposition.  Finally, it represents the same meaning of expounding, fixing, formalization, gloss, individuation, key, rendering, rendition, representation, settling, signification, terminology, outlining, statement of meaning.

VALS Segmentation Model in Consumer Behaviour

VALS Model in Consumer Behaviour Examples. The Eight Segments of the VALS Model

VALS Model

The VALS Model refers to separating people into eight categories based on their lifestyles, psychological characteristics, and consumption patterns. It is also known as the Vals framework of psychographic segmentation, which segments people for marketing purposes. It is the most crucial framework for understanding clients' values and lifestyles. Therefore, people call it the Vals audience segmentation model in consumer behavior. The VALS is the acronym for Values, Attitudes, Lifestyles, and psychographic factors.

VALS-2 is the extended model that renames strugglers for survivors, actualizers for innovators, and fulfilled for thinkers.

However, demographic and geographic psychographic segmentation is the most significant market segmentation technique to divide people into identical subgroups.

In 1978, the research institute Stanford established Maslow’s hierarchy of needs to develop a VALS (Values and Lifestyles) typology to categorize American consumers. In 1989, they created a quietly modified system that considers individuals’ lifestyles, psychological characteristics, also consumption patterns.

Different between VALS and VALS-2 Model

VALS model includes the following eight elements: Survivors, Makers, Believers, Achievers, Strivers, Experience, Thinkers, and  Innovators, 

Similarly, the VALS 2 Model divides people into eight categories: Strugglers, Strivers, Makers, Believers, Achievers, Experience, Fulfilled, and Actualizers.

VALS Framework Examples
Eight Segmentations of the VALS  Model are:
  1. Survivors
  2. Makers
  3. Strivers
  4. Believers
  5. Experiencers
  6. Achievers
  7. Thinkers
  8. Innovators
VALS Segmentation Model in Consumer Behaviour- VALS 2 Model
Figure 1: VALS Segmentation Model in Consumer Behaviour

1. Survivors/ Strugglers

Firstly, Survivors or strugglers are financially needy people. In contrast to innovators, they are low-skilled, educated, without strong social bonds, and passive. They avoid risk because of feeling powerless. It seems like their prime motive is to meet safety and security demands.

For example, students are survivors because they are financially needy and powerless.

2. Makers

Makers are practical people with strong traditional values, constructive skills, self-sufficiency, and enough income. They live within a conventional context of family, practical work, and also physical recreation. Makers are suspicious of new ideas, politically conservative, and respectful of government authority but resentful of government intrusion on individual rights.

For example, religious leaders have traditional values and live in society's traditional context.

3. Strivers

Strivers are attracted to others who exhibit qualities they don’t have but admire. They inquire about motivation and self-definition. They expect to achieve goals through wealth and often feel that life has dealt them a bad hand because of the less money. Strivers feel easily bored because they are very impulsive.

For example, an unemployed person is looking for a job after completing graduation. Therefore, job seekers are real-life examples of strivers.

4. Believers

Believers belong to a very conservative and profoundly moral mentality similar to makers. They seem like makers because of having conservative and traditional values. They follow established routines organized by the family, social and religious organizations. Their income, education, and energy are enough to meet demands.

For example, an adult person retired from government service. The retired person is an example of a believer.

5. Experiencers

Experiencers are young, energetic, enthusiastic, impulsive, and rebellious. They seek a variety of excitements but are politically uncommitted and highly ambivalent about what they believe. They like being associated with outdoor, sports, recreational, and social activities.

For example, a teenager is an example of an experience in the Vals segmentation model.

6. Achievers

Actually, achievers are work-oriented successful people. They like to feel in control of their lives. They are also deeply committed to work and keep promises to family, society, and career. Achievers respect authority because they prefer to keep the promise but are politically conservative.

For example, an employed person is an achiever. The CEO of the company, artist, political leader, and businessman is the example of achievers in the Vals segmentation model.

7. Thinkers/ Fulfilled

Thinkers are enough adults, mature, well-educated, professional people with satisfying incomes. They stay current with international and national events and are often tended to increase their knowledge. They are usually calm and self-assured because they depend on their decisions.

For example, a successful businessman is an example of a thinker in the Vals segmentation model.

8. Innovators/ Actualizers

Finally, Innovators are highly successful people with self-esteem and considerable resources compared to strugglers. Innovators are supervised by both their principle and the dreams around them. They want to be government and business leaders because they have enormous power and social consciousness.

For example, a political leader is an innovator who can change society with power. Therefore, a political leader is an example of an innovator in the Vals segmentation model.

Conclusion

The Eight Categories of the VALS Segmentation Model are survivors, makers, strivers, believers, experiencers, achievers, thinkers, and innovators. VALS Framework has become a crucial strategy to target audiences for political campaigns and product marketing. Many organizations conduct digital marketing campaigns on social media platforms such as Facebook, Instagram, Twitter, and YouTube.

Types of Research Design- 10 Different Types of Research Design

Types of Research Design- Different Types of Research Design & 10 Types of Research Design in Research.

Types of Research Design

Nobody can deny the importance of sophisticated research. Research is the process of discovering new knowledge and ideas. Recently, the researcher has become more advanced by skilled and trained. At present, researchers conduct the mixed method of research by applying both non-experimental and experimental designs. Usually, there are two types of research design such as experimental and nonexperimental research. Experimental research is divided into many designs, including Descriptive, Historical, Correlation, qualitative, et cetera. On the other hand, experimental research is divided into two methods: true experimental and Quasi-experimental research methods.

Difference Between Nonexperimental and Experimental Research

Nonexperimental Research Experimental Research
Firstly, Nonexperimental research determines the natural relationship between variables. In contrast, experimental research investigates the cause-and-effect relationship between variables.
Additionally, the researcher does not control the setting of the study. On the other hand, researchers control the setting of the study.
In this research design, researchers do not introduce external variables. In this research design, researchers introduce external variables.
Researchers do not manipulate the independent variable. Nonetheless, the researcher manipulates the independent variable methodically.
For example,  Investigating the perception of the children in the  COVID-19 pandemic. For example, Testing the effect of the COVID-19 vaccine among children.
Usually, Nonexperimental research is both quantitative and qualitative. On the other hand, experimental research is quantitative.
Nonexperimental research is intended to explain the subject's characteristics, including the current situation, comparative position, and prediction. However, experimental research is used to solve problems, create advanced innovation, and progress in medical science.
Types of Research Design
Research Design Types of Research Design & Different Types of Research Method
Figure 1: Types of Research Design

1. Nonexperimental Research

Nonexperimental research explains the researcher's observation describing the natural condition of the study phenomenon. The nonexperimental research determines the normal relationship between variables but is not intended to identify the cause-and-effect relationship between variables. It only describes relationships between variables without testing causal relationships among them. This research is not involved in the manipulation of the independent variable. Therefore, it does not introduce any external variable, and variables are not manipulated. Researchers do not control the setting of the research.

For example, a researcher wants to investigate the relationship between the awareness of fake news sharing and the brand trust of Facebook among youth. Here, the researcher wants to determine the relationship between awareness of fake news sharing and Brand trust of Facebook. It does not indicate the causal relationship between variables.

Different Types of Research Design

The 10 Types of Research Design are:

  1. Quantitative Research Design
  2. Descriptive Research Design
  3. Correlational Research Design
  4. Historical Research Design
  5. Qualitative Research
  6. Case Study Research Design
  7. Mixed Methods Research Design
  8. Review Research Design
  9. Developmental Research
  10. Experimental Research Design
Descriptive Research Design

The descriptive research method describes the characteristics and features of existing phenomena at the time of research. It also provides a broad picture of the phenomena to convey a better understanding through the study. The time frame of the study is present. Descriptive research is the foundation of all other types of research. It does not involve control variables or treatments. However, the correlation between variables is characterized.  There are many types of descriptive research, for example, Survey research, Correlation research, Developmental research (Longitudinal approach & Cross-section approach), Normative research, Naturalistic observational research, Comparative research, Data analysis research, Action research, etc. 

For example, a researcher wants to survey students' practice of social media-based citizen journalism. Based on the topic, the researcher should apply the descriptive research method to explain the feature of social media-based citizen journalism among students. Another example of the descriptive research design is " the perception of Malaysia people on the use of social media to spread fake political news."

Survey Research Design

Survey research examines the relationships and frequency between sociological and psychological variables. It assesses psychological factors such as beliefs, values, attitudes, prejudices, discriminations, opinions, and preferences.

Examples of the survey research are evaluating the following:

  • Student's attitudes toward the use of smartphones in the classroom.
  • Teacher's opinion in conducting online classes
  • The perception of teenagers in the advantage of social media platforms
How to Conduct Survey Research

Any survey research begins with a general (flow) plan that shows the entire process of survey research.

  1. Clarify the purpose of the study
  2. Defining the sample plan
  3. Define a method also part of the interviewing session 

Defining method stage of survey research will determine the answer to the following questions

  • How will the questions be structured?
  • What types of questions will be asked?
  • How will the sample be defined?
  • How will the data be collected?

4. Finally, Coding and scoring

Tools of the Survey Research- Interview

The interview is the primary tool of the survey research design. However, a Face sheet is an essential element to conducting an interview session properly. Face sheet information represents neutral information about the study respondent, such as age, gender, living place, educational level, income, etc.

Pros of  the Face sheet—Neutral background information
  • First, it helps establish rapport with the respondents or interviewees. For example, where did you study? How many siblings do you have?
  • Secondly, it establishes data frames or characteristics.
Two Types of Questions For Interviewees. 
  • Structured questions in which respondents can give explicit answers.
  • On the other hand, open-ended questions permit the interviewee to give elaborative answers.

Advantages of the Interview 

  • Flexibility in collecting data
  • The interviewer can set the tone and agenda

Disadvantages of the Interview

  • Expensive
  • Lack of anonymity, so responses might not be honest
  • Lack standardized questions
 Process of developing an Interview
  • Firstly, describe the goals of the project.
  • Secondly, select an appropriate sample.
  • thirdly, develop interview questions.
  • Fourthly, train interviewers.
  • Finally, Conduct interviews.
The Ten Essential Commandments of Interviewing 
  1. Do not begin the interview cold.
  2. Remember that you are there to get information.
  3. Be direct.
  4. Dress appropriately.
  5. Find a quiet place to conduct the interview.
  6. Don't give up if your interviewee doesn’t give a satisfactory answer the first time.
  7. Use a tape recorder.
  8. Make the interviewee a part of the interview.
  9. To be a good interviewer, practice more.
  10. Thank interviewees for their help, and ask for questions. 
Advantages and Disadvantages of Survey Research

Advantages of Survey Research design

  • Permits researcher to get a broad picture (good generalization)
  • Efficient data collection
  • Can yield very accurate results

Disadvantages of Survey Research design

  • Bias (Interviewer bias and Interviewee bias)
  • Non-response

Correlational Research Design

Correlation research design describes the relationship between two variables. It identifies the associated factors of the phenomenon that are co-related to one another. It also discovers how connected these factors are to each other and the strength of the relationship between variables. A numerical index measures the strength of the relationship called the correlation coefficient. The time frame of this research might be present or past, and future. Actually, it shows the past or present relationship between variables and offers predictions for the future. It implies that variables share something in common.

For example, a researcher wants to identify the relationship between social media addiction among students and their results in the final exam. Based on the topic, the researcher should use a Correlation research design to identify the relationship between social media addiction among students and their results in the final exam. Another example of the correlation research design is "Influence of Teenager's Awareness of Fake News Spreading and Perceived Message Trustworthiness towards The Brand Trust of Twitter."

Correlation Coefficient

The correlation coefficient measures the degree of linear relatedness between two variables. There are two types of correlation, for example, positive correlation and negative correlation. The positive correlation is good, yet the negative correlation is not bad. basically, both positive and negative correlation indicates the direction of the relationship; nothing else. The absolute value of the coefficient indicates the strength of the relationship. Variance increased when a stronger relationship between variables existed. Varies between –1.00 and +1.00.

Historical Research

Historical research investigates the past event and establishes the present concept of the event. It also describes the past fact of the event that affects the current situation. The objective of the historical research method is to collect and evidence from the past event to develop a fact that defends or refutes the hypothesis. Historical research is another term of historiography.

For example, researchers desire to identify the historical progress of women's education in Malaysia. So, the historical research design will be the option to conduct the research.

Qualitative Research

Qualitative research design examines human behavior in the social, political, and cultural context in which it occurs. The qualitative research method is part of nonexperimental research; therefore, it never tests the cause and effect relationship between variables. The researcher applies different paradigms and tools to conduct qualitative research. The most important tools of qualitative research are interviews, ethnography, case studies, and ethnography. It provides nonnumerical qualitative data that is also known as primary data. In qualitative research, the researchers focus on the content of informants rather than the frequency of particular content.  Here, the informant is the interviewees or people who the researcher has interviewed. The time frame is present and past.

For example, a researcher desires to identify the effectiveness of the government policy to educate all girl-children. So, they will implement the qualitative research method to identify the effectiveness of the government policy to educate all girl-children in the country.

Experimental Research
  • Tries to discover causal relationships
  • Two types:
  1. True experimental research
  2. Quasi-experimental research

True experimental Research

  • For example, Comparing two different techniques

Quasi-Experimental Research

  • For example, Participants are preassigned to groups
  • Useful when the researcher cannot manipulate variables.
When to use what research design

Research design cheat sheet

The research design cheat sheet attached below will

Research design
Figure 2: Research Design Cheat Sheet
Basis Research Design and Applied Research Design

Basic research has no instant execution to the world. Usually, researchers apply these basic types of research design to expand the knowledge of certain phenomena. Pure research is another name of basic research. For example, a study looking at how the online class during the COVID-19 pandemic increases depression among students. Researchers are intended to expand knowledge by this study or research; it has no instant application to society.

Applied research has immediate execution or application to the world. Researchers use this research to solve the problem. Therefore, it has an immediate practical use to resolve the problem or answer the question. For example, the research to invent the COVID-19 vaccine is an instance of applied research; because it has immediate application to the world.