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Chap%203%20Hair - Literature Review and Hypotheses(HWOB...

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Literature Review and Hypotheses (HWOB Chap. 3) Literature Review and Exploratory Research More Generally Exploratory Research vs. Descriptive and Experimental Research Conceptual Models Independent and Dependent Variables Hypotheses of: Mean Differences Relationships Population Parameters and Sample Statistics
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Literature Review Stouffer's relied heavily on the search of a variety of literature and published statistics when developing its Lean Cuisine low-calorie frozen entrée line. After studying medical and consumer literature for about seven years, Stouffer launched an intensive study of the entire diet food market… Consumer media were studied to assess what people were buying, reading and doing about their diet. Stouffer scrutinized trends such as jogging and cycling.
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Literature Review and Hypotheses (HWOB Chap. 3) Literature Review and Exploratory Research More Generally Exploratory Research vs. Descriptive and Experimental Research Conceptual Models Independent and Dependent Variables Hypotheses of: Mean Differences Relationships Population Parameters and Sample Statistics
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Stages in a marketing research study Hypothesis generation stage Purpose: uncover ideas to test in idea evaluation stage Typical methods: one-on-one conversations, focus groups, brainstorming sessions using small samples, literature reviews Kind of questions used: open-end How results are analyzed: qualitative analysis Hypothesis evaluation stage Purpose: test ideas discovered in hypothesis generation stage to recommend marketing actions Typical methods: mail, telephone, and personal interviews using large samples, or experiments with usually smaller samples Kind of questions used: fixed alternative How results are analyzed : : quantitative analysis Use Exploratory Research to: Use Descriptive and/or Experimental Research to:
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Common Uses of Exploratory Research Familiarize the researcher with the research problem at hand – gain insights on current thinking in the area Formulating a problem for more precise investigation so that hypotheses can be developed Establish priorities among competing hypotheses How to conceptualize constructs (e.g., “consumer
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