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