Chapter 4 Flashcards
Gather preliminary data to define problems and suggest hypotheses. If you have a lot of questions, you are likely in this phase and still determining which Qs require further research
Exploratory research
Describes characteristics of a population phenomenon being studied
Descriptive research
Testing hypotheses about cause-effect relationships
Experimental/causal research
Sending trained observers to watch and interact with consumers in their natural environment
(Ex.) In the home
Ethnographic research
Could be when the firm actually sets the procedure in place
(Ex.) trying a new price at one location; remember this research is also causal so look for the If… Then format.
Experimental research
Gathering primary data by observing relevant people, actions, and situations
Observational research
Asking people questions about their knowledge, attitudes, preferences, and buying behavior
Survey research
Research that has been collected in a specialized area by a primary source and then sold to companies
Syndicated research
Firms look at customers historical buying patterns and analyze their purchase patterns
Data mining
What are the advantages of using a focus group?
Practical, keeps costs low, saves time
What are the disadvantages of using a focus group?
Hard to know if the results actually reflect the full population
Who is included in a convenience sample?
Those easiest to reach—family, friends, etc.
Information collected for the specific purpose at hand
(Ex.) a survey
Primary data
Information that already exists somewhere else; often times less timely, accurate, and relevant than primary data
(Ex.) an academic study, government census data
Secondary data
Extent to which the research measures what it was intended to measure
Validity
