Chapter 3 flashcards
What are the types or research design?
- exploratory research
- descriptive research
- casual research
What is exploratory research?
Discover ideas and insights
What is descriptive research?
Describing a population with
respect to important variables
What is casual research?
Used to establish a cause and effect
relationships between variables
Exploratory research is conducted to describe and provide a better
understanding of a particular situation:
o Not designed to come up with answers or decisions
o Typically leads researchers to a hypothesis
What are the types of exploratory research?
- Literature Search
- Depth interviews
- Focus Groups
- Case Analyses
What is literatrue search?
Search of popular press, trade, and academic
literature or published statistics from
research firms or governmental agencies
Fast and inexpensive
All projects should start here
What are depth interviews?
interviews with people knowledgeable about the subject
What are the cons to depth interviews?
-expensive and time consuming
- requires well trained interviewers with high salaries
- requires researches with specfic skills to analyze the data.
How is the method of depth interviews performed?
with netural probes during interview
What is laddering technique?
moving questions from functional benefits to higher order benefits.
What are the steps in the laddering technique?
- features
- product benefits
- consumer rewards
4 emotional benefit
What is a foucs group?
a group discussion of 8-12 people that lasts 1-2 hours. Group should be homogenous on key characterisitcs
what is the main benefit of a focus group?
less expensive than depth interviews
What are the reasons to using focus groups?
-improve an existing product or service
Best develop a new product or service concept
Best develop marketing material, such as promotions and advertisements
Improve the customer or employee experience
What are the two major pitfalls of focus groups?
It is easy for managers to see what they expect to see in focus group results
Focus groups are one form of exploratory research and should not be expected to deliver final
results or answers to decision problems – yet many managers seem to use them for that purpose
What is case analysis?
Intensive study of selected examples of phenomenon
What are the two frequently used techinques in case analysis?
Benchmarking; e.g., observing the behaviour of a competitor, reverse engineering
2. Ethnography; e.g., observing consumers during the course of their daily life
What is descriptive research used for?
Describe the characteristics of certain groups
Determine the proportion of people who behave in a certain way
Make specific predictions
Determine relationships between variables
Key questions descriptive research should attempt to answer
Who? What? When? Where? Why? How?
What is longitudinal analysis?
Repeated measures, over time, of a fixed sample, e.g.; National Consumer Panel
(Nielsen)
What are the two primary types of longitudinal analysis?
- 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 repeatedly over time with
respect to different variables
What is cross sectional study?
Single point in time measures of a sample selected from a population
What is the difference between logitudinal study and cross sectional study?
longituduinal is repeated measures over time cross sectional is one time.
