Exploratory, Descriptive, and Causal Flashcards Preview

MGMT 481: Market Research > Exploratory, Descriptive, and Causal > Flashcards

Flashcards in Exploratory, Descriptive, and Causal Deck (19)
Loading flashcards...
1
Q

Types of Research Design

A

Exploratory:
Discover ideas and insight

Descriptive:
Describing a population with respect to important variables

Causal:
Used to establish cause-and-effect relationships between variables

2
Q

Exploratory Research

A

Discover ideas and insight

Is conducted to describe and provide a better understanding of a particular situation

Not designed to come up with answers

Typical leads researchers to a hypothesis

3
Q

Types of Exploratory Research

A

Literature Search

Depth Interviews

Focus Groups

Case Analysis

4
Q

Descriptive Research

A

Describing a population with respect to important variables

Describes the characteristics of certain groups

Determine the proportion of people who behave in a certain way

Make specific predictions
Determine relationships between variables

5
Q

Key questions descriptive research should attempt to answer:

A

Who, what, when, where, why, and how.

6
Q

Literature Search

A

Search of popular press, trade, and academic literature or published statistics from research firms or governmental agencies.

Fast and Inexpensive

All Projects should Start Here

7
Q

Depth (In-Depth) Interviews

A

Interview with people knowledgeable about the general subject being investigated.

Current Customer, Sales Rep., Retailers, Wholesalers, and so on.

Expensive and Time-Consuming

Require well trained interviewers → High Salaries
–Neutral probes and questions should be used.

Require Researchers with expertise to analyze the data.

8
Q

Focus Groups

A

Small Group Interviews rely on group discussion

Very commonly used

Interactive in nature and allow group discussion

Internet based focus groups

Well Trained Moderator

9
Q

2 Pitfalls of Focus Groups

A

It is easy for managers to see what they expect to see in focus group results

Focus groups are one form of exploratory research and should not be expected to deliver final results or answers to a decision problems

10
Q

Case Analysis

A

Intensive study of selected examples of phenomenon (event).

Example: Eye Track Tech to observe purchase behavior.

11
Q

2 Common Types Techniques Used of Case Studies

A

Benchmarking: observing the behavior of a competitor, reverse engineering.

Ethnography: observing consumers during the course of their daily life. (P&G in China)

12
Q

2 Descriptive Pathways

A

Longitudinal Analysis
Repeated Measures, over time, of a fixed sample

Continuous Panel and Discontinuous Panel

Cross-Sectional Study
Single point inn time measures of a sample selected from a population.

13
Q

Causal Research

A

Used to establish cause-and-effect relationships between variables

Condition X causes Event Y

Field and Lab

14
Q

Laboratory Experiment

A

Includes a situation with exact conditions → Chemistry Lab

Control of variables other than X and Y is maximized → Labs are Sterile

X variables are manipulated

15
Q

Field Experiment

A

Includes a situation with fluid conditions → Retail Store

Control of variables other than X or Y is challenging → Store Conditions Vary

X variables are manipulated

16
Q

Advantage of Longitudinal

A

Accurate Results for Purchase Behaviors

17
Q

Disadvantage of Longitudinal

A

Sample is non-random
–Less represent of population

Low Cooperation Area

18
Q

Advantage of Cross-Sectional

A

Can Target Specific Populations
–Minorities

Random Sample

19
Q

Disadvantage of Cross-Sectional

A

Reliance on Memory

–Less Accurate Results