Lecture 3 Flashcards
what is research design?
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
types of research
exploratory, descriptive, and causal
exploratory research
“explore”- useful for discovery/insight
- why might this be happening?
- Gain insights and discover ideas
- Formulate hypotheses
- Clarify the problem and generate possible explanations
descriptive research
“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
causal research
“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?
examples of exploratory research
- Lit. reviews
- Experience surveys
- Case analyses/benchmarking
- Focus groups
- Depth interviews
- Projective techniques
- Observations (ethnography)
methods of exploratory research
case studies, focus groups, qualitative research
characteristics of exploratory research
flexible, versatile, but not conclusive
descriptive research examples
- Telephone surveys
- Mail surveys
- Web surveys
- Panels
methods for descriptive research
surveys, panels, scanner data
characteristics of descriptive research
preplanned, structured, conclusive
examples of causal research
Lab experiments, Field studies, and Test markets
methods of causal reasearch
experiments
characteristics of causal research
manipulation and control of variables
focus groups
discussion with loose structure
Advantages- fast and interactive
Disadvantages- group restraints
When to use a focus group
- Generate ideas
- Understand consumer vocabulary
- Recall needs, motives, perceptions, attitudes
Elements of focus groups
- Size
- Participants
- Recruiting
- Moderator
Depth Interviews
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
Applications of depth interviews
- Product use/interaction
- Social/political issues
- Expert surveys, “key informants”
Projective Techniques
Respondents projected into simulated activities
projective techniques are useful when respondents may be:
- Hesitant to answer direct questions
* Unable to answer direct questions
Common types if preojective techniques
- Word association
- Third person techniques
- Sentence completion
- Cartoon test
- Picture interpretation
ZMET (Zaltman Metaphor Elicitation Technique)
• Probe attitudes and feelings through the use of metaphors and visual images.
• Drawbacks
o Interpretation and analysis requires great skill, very subjective.
observations
Observe customers in their natural surroundings to
understand unarticulated needs
Advantages
• Natural environments
Disadvantages
• Expensive/time consuming
ethnography
the study of human behavior in it’s natural context
