Chapter 4 To Know Flashcards
Gathers preliminary information that will help define the problem and suggest hypotheses
Exploratory research
Describes things refers to
Descriptive research
Test hypotheses about cause-and-effect relationships
Causal Research
Which type of research involves a control group
Causal research
Collect specific information
Directly applicable
Costly
Primary Data
Rely on existing information
Often not as applicable
Less expensive
Secondary data
The gathering of primary data by observing relevant people, actions and situations
Observational research
Two types of observational research
Ethnographic research
Mechanical observation
Observation in a natural environment such as stores
Ethnographic research
People meters, checkout scanners and eye cameras are examples of
Mechanical observation
Three research approaches for collecting primary data
Observation
Survey
Experiment
Four contact methods
Mail/email
Telephone
Face to face (interview)
Online (web, chat)
Three types of information you can gather
Exploratory
Descriptive
Causal
Interviews are used for which types of research
Surveys, experiments and observational
Pros of interviews
Highly flexible
Good control of sample
Cons of interview
High cost
Subject to interviewer bias
What is the most widely used method for primary data collection
Surveys
Survey research is best for gathering what kind of information
Descriptive
Phones are mostly used for what research methods
Surveys
Experiments
Pros of phones
Gather information fast
Greater flexibility than mail survey
Cons of phone
Higher cost than mail (bc paid employee)
Interviewer effect exists
Quantity of data that can be collected is smaller than in mail surveys
Mail/email are most used for what type of research
Survey
Pros of mail/email
Easy to collect
No interviewer bias
Cons of mail/email
Low response rate
False responses
Only hitting a certain demographic
Online marketing research is used for
Surveys
Experiments
Interviews
Pros of online marketing research
Least expensive
Flexible
Saves time on data processing
Cons of online marketing research
Only people online
People may choose random answers
Experimental research is best for gathering what kind of information
Causal
