Research Chapter 4

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

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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. o
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This note was uploaded on 03/16/2012 for the course MKTG 4100 taught by Professor Armentashchian during the Spring '12 term at Kennesaw.

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

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