Researcher Capabilities

What can I do for you?

Above & Beyond Benefits

While Nature Yoga benefits from my research, there are so many other parties that benefit from this research. First off, the respondents benefit from taking the survey. I have found in taking surveys that it allows me to reflect on the questions being answered. For example, if I was taking the survey and the question was "How many times per week do you practice yoga?" I would allow myself time to think about the question. I used to be an avid yogi, but as this semester has progressed I haven't had much time for it. In this case, that question would allow me to see that my answer would be "once per week" as opposed to "3-5 times per week" which is what I would've answered had I been asked last semester. Surveys are almost a form of reflection for people to learn more about themselves whether they know it or not.


In addition to Nature Yoga and the survey respondents benefitting from my research, Loyola University as a whole benefits from the research. Loyola students are producing work that brings positive light to the university. The university gains positive PR from the work of the student researchers.

"Trust is the glue of life. It's the most essential ingredient in effective communication. It's the foundational principle that holds all relationships" - Stephen Conway

You Can Trust Me!

I think that my research can be trusted because it came from a place of curiosity, not monetary gain. Researchers can make the numbers say whatever they want them to say, which is a reason not to trust researchers. However, universities are the only institutions that are devoted to truth. Truth, and justice and learning, for Jesuit institutions. My research is also trustworthy because it has not been altered in anyway. Altering the research would result in a violation of the International Code on Market & Social Research.

Loyola University Chicago: Preparing people to lead extraordinary lives

Evolving Motivations

It would be wrong to say that my motivations for the research remained constant throughout the project. At the beginning, I was motivated to come up with the next great business opportunity for Nature Yoga. In January, this seemed like a great way to end my junior year. Along the way I learned that the purpose of research isn't to find the "money maker" per-say. Research is about engaging in curiosity. By week three of the project, I knew that the client would never go for our idea of adding new classes to the studio repertoire (mostly because they told the class they would never do this). Now my motive in the project was to find out if our "devil's advocate" approach was actually something worth looking into. Along the way, I learned about magis or "the restless desire for greater things" and how relevant it was to my motivations. I wasn't motivated by stardom, praise, or monetary benefits. My motivations in research evolved in to searching for more than what was required.

Avoiding Bias

As I mentioned previously, altering research would be a violation of marketing research ethical conduct. Allowing bias to interfere in conclusions and analysis can also cause problems in presenting researching. Previous personal perceptions about different industries can also cause bias in the data analysis. However, I didn't know much about the boutique yoga studio industry; therefore, eliminating much of the possible bias. My bias is important in addressing so that it can ultimately be avoided. For example, my bias would lie in that I think that many continuous yoga-goers are either former or current dancers. It's important to address that this is how I think of a yoga studio's target audience because it could result in bias altering the final research product.