Chap%203%20Hair

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

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: 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 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 entre 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. 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 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: 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 How to conceptualize constructs (e....
View Full Document

This note was uploaded on 03/18/2009 for the course MKTG 3350 taught by Professor Engel,stev during the Fall '08 term at Colorado.

Page1 / 28

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

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online