Chap%205%20Hair

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

Info iconThis 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)
Background image of page 1

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

View Full DocumentRight 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:
Background 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 If coded quantitatively, we’ll consider it possibly for
Background image of page 3

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

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the 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 / 16

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

This preview shows document pages 1 - 4. Sign up to view the full document.

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