Marketing Resaerch Quiz Review

Marketing Resaerch Quiz Review - 1. Types of research...

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1. Types of research design 1.1 Exploratory 68 Preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. Especially necessary when the issue at hand is not understood very well. Help develops ideas, issues, possible answers to questions. Helps define constructs of interests, i.e. “blogging, freshness.” Typically precedes other types of research which are more quantitative, but can follow quantitative if need be. Sometimes does stand alone. Purpose: define terms, clarify problems, develop theories, establish priorities, gain general information. Key methods: pilot studies, focus groups, case analysis, secondary data, concept testing, depth interviews, taste tests, experience surveys. 1.2 Descriptive 77 Research studies answer the who, what, where, when, and how questions. It is used when one wants to gain a better understanding of the specifics or details the research issue. Research that simply describes behavior, lifestyles, usage habits, demographics but does not directly link outcomes to particular causes. Answer questions about how many or how often Usually more quantitative than exploratory research. Purpose: confirm theories, brand loyalty measure, describe population, build customer profile, gain specific information. Key methods: secondary data, cross sectional surveys, longitudinal surveys, statistical data analysis. 1.3 Causal 77 1
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Research studies that examine whether the value of one variable causes or determines the value of another variable. Key method: surveys, experiments, time sequence, secondary data, systematic elimination. Temporal sequence: an appropriate causal order of events, i.e. cause precedes effect. Concomitant variation: the degree to which a presumed cause and a presumed effect occur or vary together. Spurious association: a relationship between a presumed cause and a presumed effect that occurs as a result of an unexamined variable or set of variables. 2. Observational research 78 Typically descriptive research that monitors respondents’ actions without direct interaction. 3. Qualitative research 132 Research whose findings are not subject to quantification or quantitative analysis. Its research conclusions are not based on precisely, measurable statistics but on more subjective observations and analysis. Research such as focus groups, interviews, secondary analysis, and case studies. Attitudinal, perception, and belief differences revealed during qualitative research might not be easily measure. Quantitative research will more precisely measure these differences.
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Marketing Resaerch Quiz Review - 1. Types of research...

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