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Research Design
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Exploratory, Descriptive, and Causal Research DesignsChapter 3
Research DesignsThree typesExploratory
Descriptive
Causal
Source: evolvedmarketingconcepts.com
Exploratory ResearchPurposesDiagnosing a situationScreening alternativesDiscovering new ideasProduce hypotheses
What it does NOT do:
Source: www.triblocal.com
Exploratory ResearchTypesLiterature searchFirst stepIn-depth interviewWith whom?AdvantagesDisadvantagesFocus groupsWhat is it?AdvantagesDisadvantages
Source: www.money.cnn.com
Exploratory ResearchCase AnalysesEthnographyProjective TechniquesWord association testsSentence completion methodRole-playing techniqueThematic apperception testCartoon tests/ picture frustration
Source: www.withfriendship.com
Descriptive ResearchPurposesDescribe characteristics of groupDetermine proportion of people who act a certain wayMake predictionsDetermine relationships between variables
Descriptive ResearchTypesLongitudinalContinuous panelsAKA true panelsKrogers cardDiscontinuous panelsAKA omnibus panelsLands EndCross-sectional
Causal ResearchPurposeDoes a change in X cause a change in Y?ExperimentsLaboratory experimentsField experiments
Market TestingWhat is market testing?Controlled experiment done in a limited but carefully selected sector of the marketplaceKey IssuesCostTimeControlSource: resourceful27.wordpress.com
Market TestingThree types of market testingStandard test marketPros/consControlled test marketPros/consSimulated test marketPros/cons