Lecture 3 Flashcards

1
Q

what is research design?

A

Study blueprint
-the framework/plan for a study used as a guide for collecting/analyzing data

The research design tells us

  • What type of research
  • How to collect the data
  • How to analyze the data
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2
Q

types of research

A

exploratory, descriptive, and causal

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3
Q

exploratory research

A

“explore”- useful for discovery/insight

  • why might this be happening?
  • Gain insights and discover ideas
  • Formulate hypotheses
  • Clarify the problem and generate possible explanations
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4
Q

descriptive research

A

“describe” -describe market characteristics or functions

  • how often is this the case?
  • Describe the characteristics of a group
  • Describe the behavior of a group
  • Test the generalizability of insights
  • Look for relationships
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5
Q

causal research

A

“cause and effect” - determine cause and effect relationships

  • Test for cause and effect
  • Choose between alternatives
  • if we do this, what is likely to happen?
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6
Q

examples of exploratory research

A
  • Lit. reviews
  • Experience surveys
  • Case analyses/benchmarking
  • Focus groups
  • Depth interviews
  • Projective techniques
  • Observations (ethnography)
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7
Q

methods of exploratory research

A

case studies, focus groups, qualitative research

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8
Q

characteristics of exploratory research

A

flexible, versatile, but not conclusive

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9
Q

descriptive research examples

A
  • Telephone surveys
  • Mail surveys
  • Web surveys
  • Panels
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10
Q

methods for descriptive research

A

surveys, panels, scanner data

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11
Q

characteristics of descriptive research

A

preplanned, structured, conclusive

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12
Q

examples of causal research

A

Lab experiments, Field studies, and Test markets

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13
Q

methods of causal reasearch

A

experiments

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14
Q

characteristics of causal research

A

manipulation and control of variables

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15
Q

focus groups

A

discussion with loose structure
Advantages- fast and interactive
Disadvantages- group restraints

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16
Q

When to use a focus group

A
  • Generate ideas
  • Understand consumer vocabulary
  • Recall needs, motives, perceptions, attitudes
17
Q

Elements of focus groups

A
  • Size
  • Participants
  • Recruiting
  • Moderator
18
Q

Depth Interviews

A

one to one interviews
Emphasis on personal experience and specific topic guided by interviewer

Advantages: no influence from others, good for sensitive topics
Disadvantages: expensive, time consuming

19
Q

Applications of depth interviews

A
  • Product use/interaction
  • Social/political issues
  • Expert surveys, “key informants”
20
Q

Projective Techniques

A

Respondents projected into simulated activities

21
Q

projective techniques are useful when respondents may be:

A
  • Hesitant to answer direct questions

* Unable to answer direct questions

22
Q

Common types if preojective techniques

A
  • Word association
  • Third person techniques
  • Sentence completion
  • Cartoon test
  • Picture interpretation
23
Q

ZMET (Zaltman Metaphor Elicitation Technique)

A

• Probe attitudes and feelings through the use of metaphors and visual images.

• Drawbacks
o Interpretation and analysis requires great skill, very subjective.

24
Q

observations

A

Observe customers in their natural surroundings to
understand unarticulated needs

Advantages
• Natural environments

Disadvantages
• Expensive/time consuming

25
Q

ethnography

A

the study of human behavior in it’s natural context