Chapter 3 - Research Options

Question 1

Three types of research (by research objective)

Answer 1

Exploratory
Descriptive
Causal

Question 2

Exploratory Research

Answer 2

Gathers preliminary information
Defines equity considerations of the program

Question 3

Descriptive Research

Answer 3

Research that describes the phenomena of interest. Includes two forms: cross-sectional (data collection of a sample at a specific point in time), longitudinal (data collection of the same sample over a long-period of time)

Question 4

Causal research

Answer 4

Attempt to uncover what factor or factors cause some event

Question 5

4 types of research (by stage in planning) (FPME)

Answer 5

Formative research
Pretest research
Monitoring research
Evaluation research

Question 6

Formative research

Answer 6

Helps form strategies
Includes primary or secondary research (start with secondary, cheaper and lots of information already available)

Question 7

Pretest research

Answer 7

Evaluates alternative strategies
Fine-tunes the approaches that appeal

Question 8

Monitoring research

Answer 8

Measures outputs and outcomes
Provides input indicating course corrections

Question 9

Evaluation research

Answer 9

Short term: measures and reports outcomes
Long term: measures and reports impacts

Question 10

2 types of research (by information souce)

Answer 10

Secondary research
Primary research

Question 11

Research types (by approach to primary data collection)

Answer 11

Key informant interviews
Projective tests
Focus groups
Crowdsourcing
Participatory action
Human-centered
Experimental
Observational
Ethnographic
Mystery shopper
Mobile tech
ZMET

Question 12

Key informant interviews

Answer 12

Conducted with decision makers
Interpret secondary data, reveal barriers to audience behaviours

Question 13

Projective tests

Answer 13

A technique to tap into respondents’ deepest feelings by having them project those feelings into an unstructured situation

Question 14

Focus groups

Answer 14

Used to gain insights into priority audiences’ thoughts
Barriers, benefits, and motivators

Question 15

Focus group primer

Answer 15

Planning: to establish purpose of the group
Participants: ideally between 8 and 12
Recruitment: 10-14 participants recruited
Discussion guide: detailed outline of topics
Moderator: the group facilitator
Facility: designated rooms and/or online
Incentive: monetary or opportunity based
Analysis: identifying themes versus priorities

Question 16

Surveys

Answer 16

Uses a variety of contact methods
Findings are typically quantitative in nature (should be at least 30)

Question 17

Crowdsourcing

Answer 17

Crowd research from online communities

Question 18

Participatory action research

Answer 18

Participants are regarded as experts
Studies are conducted to test approaches
Various methods are used

Question 19

Human-centered design research

Answer 19

Priority audiences develop interventions
Audience are considered an advisory group
Feedback of effort is provided

Question 20

Experimental research

Answer 20

Controlled experiments, also called pilot
Captures cause-and-effect relationships

Question 21

Observational research

Answer 21

Measures actual versus self-reported behaviours

Question 22

Machine observation

Answer 22

Such as eye tracking, in-store tracking, gender and age recognition systems, traffic counters, etc

Question 23

Ethnographic research

Answer 23

Provides researchers with immersion in their natural environment
Includes observation and face-to-face interviews

Question 24

Advantages of ethnographic research

Answer 24

Reality-based: shows exactly how consumers live with a product, not just what they say about it or how they remember using it
Can reveal product problems
Can show how, when, where, why people shop for brands

See other advantages in slides

Question 25

Mystery shoppers

Answer 25

Posing as customers to test responses eg: if you work at walmart, you can fake return an item to see how the service is

Question 26

Mobile technology

Answer 26

Using cell phones for surveying

Question 27

Zaltman metaphor elicitation technique

Answer 27

Tapping the brain to explore deep metaphors

Question 28

2 types of research (by rigor)

Answer 28

Qualitative Quantitative

Question 29

Qualitative research

Answer 29

Relatively small samples Identifying and seeking clarity on issues Focus groups, personal interviews, observations used

Question 30

Quantitative Research

Answer 30

Large sample sizes, rigorous sampling procedures Beliefs predictive of behavioural change Data analysis within the theoretical framework

Question 31

Steps in developing a research plan

Answer 31

1. Purpose 2. Audience 3. Informational objectives 4. Respondents 5. Technique/survey instrument 6. Sample size, source, and selection (550 people fully captures sample) 7. Pretest and fielding 8. Analysis 9. Report

Question 32

Distribution of data terms

Answer 32

Mode, median, mean, range *always use mode, not mean. Mean can be misleading due to outliers

Question 33

Measures of variability terms

Answer 33

Margin of error: measure of sample representing population Confidence interval: statistic plus or minus a margin of error Confidence level: probability associated with a confidence interval Standard deviation: the spread of dispersion of a set of data

Question 34

Analytical technique terms

Answer 34

Cross-tabs: two-way tables of data Factor analysis: determines what variables contribute to results Cluster analysis: used to identify segments Conjoint analysis: explores how options affect intent Discriminant analysis: used to find the differentiating variables

Question 35

Cost-efficient research

Answer 35

Use available data (secondary) Conduct systematic observations (volunteer forms) Low-cost experimentations (pilots) Using quota sampling instead of probability sampling Shared cost studies Professors/students

Question 36

Social media listening

Answer 36

A process of monitoring social media channels for mentions of brands, competitors, products, and other information

Question 37

Reasons to collect social media data

Answer 37

Acquire real time insights Optimize marketing and ad strategies Develop content strategies Measure campaign effect Find people to engage with Track KPIs Monitor competitors

Question 38

Triangulation

Answer 38

Process of checking findings against what other people say and against similar research conducted