Lecture 2 – RESEARCH METHODS Flashcards
GOALS of research
- build knowledge (new, validate)
- support decision-making
- support arguments (use them to persuade others)
To check for causality:
- statistically control for other related variables & argue that there is no other good explanation
- random assignment
Possible errors with random assignment
- sampling errors
- demand effects
- assignment not truly random bc of algorithm
- misuse bc of limited statistical knowledge
marketing research
= systematic design, collection, analysis & reporting of data relevant to a specific marketing situation
4 phases of marketing research
- defining problems & objectives
- data collection
- data analysis
- report findings
secondary data
- internal / ocmmercial database
- relatively cheap
- does NOT fit perfectly
primary data
= new research for a specific objectuve
- qualitative vs quantitative
- direct vs indirect elicitation
direct elicitation
= ask consumers directly about what they think
indirect elicitation
= use data about consumers & infer their attitudes & preferences
Through
- big data
- conjoint analysis
conjoint analysis
= respondents face various sets of options and they have to make choices. From there, we identify the features people care about the most
3 main considerations to make when deciding how to report findings
- results
- type of data
- audience
convergent validity
=multiple measures of the same underlying concept produce similar/ consistent results
3 ways to do p-hacking
- cherry picking
- data exclusion
- analysis
1) cherry picking
= choose the singificant result & ignore the rest
2) data exclusion
= remove participants for some reason & keep the ones that yield a signficant result
