Methods 1 Flashcards
What are the 6 steps of the consumer research process?
- Define the problem or question
- Determine the research design
- Design data collection method and forms
- Sampling and data collection
- Analysis and interpretation of results
- Recommendations
2 types of research design
Exploratory research
Conclusive research
2 types of Conclusive Research
Descriptive/correlational
Causal
2 types of data
Primary data
-> New data
Secondary data
-> Already exists
-> Accessible
-> Collected by a different entity
2 types of consumer research methods
Qualitative method
Quantitative method
Examples of Qualitative Research Methods
- In-depth interview
- Focus group
- Observation
Examples of Quantitative Research Methods
- Systematic observation
- Survey
- Experiment
- Analysis of secondary data
Characteristics of Qualitative Research Methods
Objective
-> Exploratory
-> Setting the hypothesis
Format
-> Unstructured
Sample
-> Small number of non-representative cases
Characteristics of Quantitative Research Methods
Objective
-> Conclusive
-> Testing the hypothesis
Format
-> Structured
Sample
-> Large number of representative cases
What is Qualitative Research?
A process of LESS STRUCTURED interface between the consumer & the researcher that is usually EXPLORATORY in nature
When to use Qualitative Research
- Done when relatively little is known about the problem or issue
- To generate ideas or help formulate problems for further research
Characteristics of Qualitative Research
- Open-ended
- Purposive sampling
- Probing rather than suggesting
2 details regarding Purposive Sampling
- Homogeneity on variables relevant to group dynamics
- Heterogeneity on variables that needs a variety of opinions
Pros of Qualitative Research
- Provides insights and understanding of research questions for generating testable hypotheses
-> Open-ended questions
-> Dynamic& interactive
-> Rational & emotional
-> Flexible ordering of questions - Frequently used as a precursor to a survey study
Cons of Qualitative Research
Lacks precision
-> Small, focused sample sizes
-> More subjective interpretation of data
-> Interactions among respondents
What are the main techniques in Qualitative Research?
- Focus Group Discussions (6-7)
- In-depth interview
- Observation (Ethnography)
- Projective techniques
Pros & Cons of Focus Group Discussions
Pros
1. Saves money & time
2. Interaction helps people to produce responses
Cons
1. However the same interaction can affect responses
When is an In-depth Interview more appropriate?
When the topic is sensitive, confidential, or emotionally charged
What are the 4 types of Projective Techniques?
- Role playing
- Personification (Analogies)
- Fantasy solutions
- Psychodrawings
3 Characteristics of Systematic Observational Methods
- Descriptive
- Designed to test specific hypotheses
- Causal
2 types of observable variables
- Behavioral variable
-> Captures some aspect of the consumer’s actions - Descriptive variable
-> Describes the consumer
What are limitations of Observation
- Cannot observe motives, attitudes, or intentions
- Can sometimes be time consuming
- Ethical problems
