Introduction. RGF Research Guide Page 2/7

Transcription

1 RGF Research Guide

2 Introduction The Responsible Gaming Principles state that WLA members will develop their practices concerning responsible gaming-related issues on the fullest possible understanding of relevant information and analysis of documented research. The principles also state that WLA members will work with stakeholders to share information, develop research and promote responsible gaming as broadly as possible, and encourage a better understanding of the social impact of gaming. The Responsible Gaming Framework encourages members to support/and or conduct, integrate and disseminate responsible-gaming-related research. This guide aims to help WLA members understand the research process so they can meet the requirements of the Responsible Gaming Principles and Framework, and ensure they become properly informed about problem gaming so that best practices in the development of policy and programming leading to the prevention of problem gaming and the promotion of responsible play can be identified and adopted. RGF Research Guide Page 2/7

3 Why Do You Need Research? Making a business decision is easier when you have all the facts. If the facts aren t available, research can help you acquire the information you need. By definition, research is the methodical investigation into a subject in order to discover facts, to establish or revise a theory, or to develop a plan of action based on the facts discovered. As a gaming operator, up-to-date research will provide you with the information needed to implement the best possible gaming policies and programs. You can then evaluate the success of these policies and programs by using research and use the results to improve your programs. As gaming is a relatively new field of study, it is essential that new research is conducted and the results are shared. Gaming operators must continue to learn about players, the impact of gaming and the development of responsible gaming practices. Among the benefits are: Enabling operators to continue contributing to the prevention of problem gaming and the promotion of responsible play through effective programs. Understanding player behaviour and how product features or marketing campaigns might affect those with a gambling disorder. Speaking more knowledgeably with treatment professionals, academic researchers, advocates, policy makers, and the media. Responding more confidently to critics. RGF Research Guide Page 3/7

4 Role of Lotteries in Problem Gambling Research How does a gaming operator acquire the information they need to make responsible decisions? There are four options: 1. Produce 2. Facilitate 3. Collaborate 4. Consume 1. Gaming operators produce the research. Gaming operators may play a role in conducting their own responsible gaming research. When presented for outside consumption, the credibility of industryconducted research may be questioned due to a perception that the operator has influenced the findings. If a lottery operator decides to conduct its own research, they must have staff that is competent in this area. There are some areas of research currently conducted by gaming operators that may interest those in the field of responsible gaming. Researchers who wish to identify what is acceptable and non-acceptable play may want to review an operator s research on player behaviour. Others may be interested in knowing the results gaming operators obtained when they evaluated their own responsible gaming policies and programs. 2. Gaming operators facilitate the research. If a gaming operator cannot conduct its own research, the second option is to provide the funds for others to carry out the research. Money could be provided directly to researchers or allocated to a third party that oversees responsible gaming research. Again, the credibility of this research may be questioned so it is essential that the operator is not seen as influencing the results in anyway. For example, operators should not review research they fund before publication unless the operator is listed as a co-author. While some gaming operators are mandated by its governing body to set money aside for responsible gaming research, others have chosen to set up a research fund as part of their responsible gaming programs. RGF Research Guide Page 4/7

5 3. Gaming operators collaborate with research providers. Like gaming operators who conduct their own research, gaming operators who work in partnership with an individual researcher or organization, may have the creditability of the results questioned. Researchers may even avoid this arrangement fearing it would negatively affect their ability to maintain high ethical standards and independence. On the other hand, gaming operators may be approached by researchers desiring access to customers or to sales records. Should the operator decide to collaborate with the researcher, care must be taken to not compromise customer privacy and the operator must be reasonably certain that the researcher will not antagonize the customers. An agreement, between the gaming operator and the researcher, should be reached before the research takes place to determine how the research will be conducted and the results used. As a means to engage its stakeholders, a gaming operator may build a relationship with a group or individual that studies gaming. If this relationship enables the operator to help the group or individual better understand the realities of lottery operations, the result can only be more meaningful research. 4. Gaming operators consume research produced by others. There are many research groups and individuals who regularly produce research about responsible gaming. Gaming operators should ensure they have resources dedicated to learning as much as they can about problem gambling including the review of any new research. Access to a good librarian is critical to any organization seeking to be a serious consumer of research. Attending Responsible Gaming conferences and developing relationships with researchers will also help you become more conversant with research findings. RGF Research Guide Page 5/7

6 Types of Research How do you determine the most appropriate way to obtain the information you need? Here are a few questions to help you decide: What is the decision that needs to be made? What has occurred that has lead to this decision needing to be made? Does any research currently exist that contains useful information? What are the limitations of the existing research? What are the biases of the authors? What additional information is needed? From whom could you collect this information (with whom do you need to speak)? How could this information be collected? In what form do you need this information? How else could this research be used? By whom? When is the information needed? What is your budget? To what extent are you prepared to make the information public? You may decide to use research that already exists. This type of research is called secondary research and can be obtained through libraries, the Web, books, business publications, magazines and newspapers. Secondary research can also include new analysis of existing data. Primary research is designed to gather information to meet your specific needs. This type of information can be obtained through focus groups, surveys, interviews or observations. Because it is customized, it is usually more expensive than secondary research. Research can also be classified depending on how the data is collected. Data that is collected in a systematic fashion, generates measurable, numeric results, and can reasonably be generalized to a larger population is often called quantitative research. Survey research with respondents selected randomly from the target population is a common example of quantitative research, as is the analysis of official statistics such as sales records or census results. Qualitative research, on the other hand, is generally done through methods such as focus groups, intensive individual interviews, or observation. Often, it does not generate numerical data, or if it does, the data cannot be reliably generalized to the broader population. Qualitative research is often conducted before beginning a quantitative study for guidance on what questions to ask, or after a quantitative study to aid in the interpretation of results. RGF Research Guide Page 6/7

7 It is often assumed that qualitative research is inferior to quantitative research, but this is not the case. The choice of techniques depends on careful consideration of the questions that need to be answered, the relative strengths and weaknesses of the available methods, and the available budget. Difficulties arise when the two are confused, such as when a questionnaire given to non-randomly selected customers at one lottery retail outlet generates numerical results that are generalized to the entire population of lottery customers. Selecting an Outside Agency Depending on the resources available within your organization, you may have access to an in-house service that conducts research. Even organizations with their own inhouse research department may use an external resource. There are many different kinds of agencies who offer research services. Full service agencies do everything from designing a research project to collecting, analyzing and evaluating the data. Some companies specialize in analyzing data while others specialize in only one of these activities. Consultants can also be hired to provide these services. Research agencies are not limited to private, for-profit companies, either. Many lotteries have contracted with public or private universities for research services. Private non-profit agencies may also have research capabilities that can be used if the research objectives are consistent with the non-profit s mission. If you need to use an outside agency, most reputable companies belong to associations that promote standard practices among its members. They may also belong to an organization, such as the World Association for Public Opinion Research, that requires its members to subscribe to a code of ethics. If asked, most companies will supply information so you know the company s level of experience as well as the experience of its staff. Many companies will also provide references from companies that have used their services. RGF Research Guide Page 7/7