Chapter 3 Flashcards
What are the three types of research design?
Exploratory Research, Descriptive Research, Causal Research
The point of Exploratory Research is to
Discover ideas and insights
The point of Descriptive research is to
describe a population with respect to important variables.
the point of causal research is to
establish cause-and-effect relationships between variables
Tools used in exploratory research
Literature search, depth interviews, focus groups, case analyses
Literature search
Search of popular press, trade, and academic literature or published statistics from research firms or governmental agencies
Depth Interviews
Interviews with people knowledgeable about the general subject being investigated
Focus Groups
Small group interviews relying on group discussion
Case Analyses
Intensive study of selected examples of phenomenon
Two major pitfalls with focus groups
1: It is easy for managers to see what they expect to see in focus group results
2: Focus groups are one form of exploratory research it should not be expected to deliver final results or answers to decision problems
Descriptive research is used to
1: Describe the characteristics of certain groups
2: Determine the proportion of people who behave in a certain way
3: Make specific predictions
4: Determine relationships between variables
Descriptive research uses two types of of tools
Longitudinal analysis and Cross section Study
Longitudinal Analysis
Repeated measures, over time, of a fixed sample
Two primary types
Continuous panel – Fixed sample of respondents who are measured repeatedly over time with respect to the same variables
Discontinuous panel – Fixed sample of respondents who are measured repeated over time with respect to different variables
Cross-section Study
Single point in time measures of a sample selected from a population
Causal Research uses three types of tests
Standard test, Controlled test, Simulated test
Standard test
Definition:A test market in which the company sells the product through its normal distribution channels
Example:
Taco Bell test marketed its Grilled Stuft Burrito in Fresno, CA
Controlled test
Definition: An entire test program conducted by an outside service in a market in which it can guarantee distribution
Example:
Behaviorscan from SymphonyIRI Group is a leading supplier of controlled test market services
Simulated test
Definition: A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market
Example:
BASES from Nielsen is an industry leader in simulated test markets
