Chap+4+Churchill

Chap+4+Churchill - Chapter 4 Research Design, Exploratory...

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Chapter 4 Research Design, Exploratory Research, and Qualitative Data
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Figure 1: Relationship among Research Designs Descriptive Research Exploratory Research Causal Research
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Figure 2: Types of Research Designs Exploratory Research Causal Research Descriptive Research Formulate problems more precisely Develop Hypotheses Establish priorities for research Eliminate impractical ideas Clarify concepts Literature search Experience survey Focus groups Interviews Projective tests Ethnographies Describe segment characteristics Estimate proportion of people who behave in a certain way Make specific predictions Longitudinal study Panel Sample Survey Provide evidence regarding causal relationships by means of: Concomitant variation Time order in which variables occur Elimination other explanations Laboratory experiment Field experiment Uses Types
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Figure 3: Focus Groups and Depth Interviews Focus Groups Group dynamics, expect more creative Some probing Relatively inexpensive Ready industry Interviews Not influenced by others
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This note was uploaded on 01/31/2012 for the course MGMT 151 taught by Professor Debbieletourneau during the Fall '11 term at UC Irvine.

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Chap+4+Churchill - Chapter 4 Research Design, Exploratory...

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