Research Chapter 4

Research Chapter 4 - Chapter 4 Make sure that you know the...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 4 Make sure that you know the advantages and disadvantages of qualitative research (Exhibit 4.1, 4.2). Read and understand steps involved in focus group research. Carefully read “Observational Methods Used in Marketing Research,” and be familiar with “Other qualitative Data Collection Methods,” Quantitative Research o Uses formal structured questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents. o Research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large number of respondents. o Research problems are specified and well-defined, and the decision maker and researcher have agreed on the precise information needs. o Goals: Make accurate predictions about relationships between marketplace factors and purchase behavior. Gain meaningful insights into relationships. Validate relationships. Test hypotheses. Qualitative Research o Seek to understand research participants rather than to fit their answers into predetermined categories with little room for qualifying or explaining their choices. o Collection of data in the form of verbal comments, text or images, most often from small samples, using open-ended questions, observation, or “found” data.
Image of page 1

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

View Full Document Right Arrow Icon
Image of page 2
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