{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Chap%205%20Hair - Qualitative and Observational Research...

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Qualitative and Observational Research Designs (HWOB Chap. 5)
Image of page 1

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

View Full Document Right Arrow Icon
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:
Image of page 2
Using Qualitative and Observational Methods of Data Collection Qualitative We’ll talk about for exploratory research purposes (which is most common for qualitative data) Observational Consistent with above, if coded qualitatively, we’ll talk about for exploratory research purposes
Image of page 3

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

View Full Document Right Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern