Research Types Flashcards
Primary Data
Is collected specifically for a
current research projects.
Secondary Data
Is previously collected for
some other project and is
used by your current
research
What is the objective in qualitative research design?
To gain a deep understanding of consumer behavior,
motivations, or attitude. (the why and how)
What is the data type in qualitative research design?
Non-numerical data
What are the data collection methods in qualitative research design?
Interviews, focus groups, and
participation observations
What is the data type in quantitative research design?
Numerical data
What is the objective in quantitative research design?
Aims for empirical assessments involving numerical
measurement and statistical analysis of data.
What is Qualitative (exploratory) research
Discovery/identifications of new ideas, definitions, preliminary
understanding of relationships
What are the data collection methods in quantitative research design?
Surveys, questionnaires, and
experiments
What is Quantitative research?
Research that involves numerical data, validation of facts, estimates, and relations
What are the two Quantitative Research?
Descriptive and Causal
What is Descriptive Research used for?
Is used to describe characteristics of a population or phenomenon
What is Causal research used for?
Is used to determine causal-and effect relationships.
This includes exploring the association among variables and the causal relations
What does descriptive research address?
It addresses the what question
What does causal research address?
It addresses the when/ why/ how questions
Is Causal research hypothesis driven?
Yes
Is Descriptive research hypothesis driven?
No
What data collection methods are under Qualitative research?
Literature, Focus Groups, Interviews, Ethnography
What data collection methods are under Quantitative research?
Survey, Scanner Data, Lab experiment, Field experiment
Which out of the quantitative research data collection methods are causal research methods?
Lab experiment and Field experiment
Which out of the quantitative research data collection methods are descriptive research methods?
Survey and Scanner Data
What is a Literature Review?
Comprehensive examination of available information related to a
research topic
What does a literature review provide?
It provides background information
What does a literature review help?
It helps develop a conceptual model
What is a conceptual model?
Pictorial display of variables and hypothesized or
proposed relationships among them
What is a conceptual model also called?
Conceptual Framework
What are the objectives of in-depth interviews?
- Discover what subject thinks about a topic & why
- Understand feelings, beliefs, opinions of subject, & why they exist
- Encourage subject to communicate as much detail as possible
What is an in-depth interview?
a formal interview process in which a well-trained interviewer asks a subject a set of questions in face-to-face/phone conversation settings
What is a focus group?
a formal process of bringing a small group of people
together for an interactive, spontaneous discussion
What are the advantages of focus groups?
- Stimulate new ideas, thoughts, & feelings about a topic
- Foster understanding of consumer behavior
- Elicit wide range of responses
- Quick & flexible
What are the disadvantages of focus groups?
- Small sample
- Cross talk
- Groupthink
What are the advantages of in-depth interviews over focus groups?
- Lower likelihood of socially desirable response
- Rich detail from each participant
- Lower cross talk
What are observations?
the systematic witnessing and recording of behavioral
patterns of consumers often without directly communicating with
them.
What is ethnography?
a form of qualitative data collection that records
behavior in natural settings to understand how social & cultural
influences affect individual behaviors & experiences
