1 copy of research design from Vinay Jeengar
A type of research design that has as its primary objective the provision of insights into and comprehnsion of the problem situation confronting the researcher.
Used when MGT realises a problem exists but does not understand why
Needs to be flexible and unstructured since information needs are only loosely defined at this stage.
TermDifference between exploratory and descriptive?Definition
Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.Term
Let's say the exploratory research says that ivory soap sucks- should ivory change the formula?Definition
NO! exploratory resarch is conducted on a small nonrepresentative sample so the findings should be regarded as tnt and as building blocksTerm
Definition
is research designed to assist teh decision maker in determining, evaluating, and selecting the best course of action in a given situation
used to verify insights giained from exploratory
based on assumption that researcher has accurate understanding of problem at hand and info needed has been clearly specified.
more formal and structured than exploratory
Lerge representative samples
TermReasons to use exploratory research:Definition
- Formulate a prob or define a problem more precisely
- identify alternative courses of action
- develop hypotheses
- isolate key variables and relationships for further examination
- gain insights for developing an approach to the prob
- establish priorities for further research
Exploratory research can be used at any time of the project. True or false?Definition
TRUE! its often conducted at the beginning stages of a project, secondary data can provide good background info and focus groups can help understand values, attitudes and behaviors.
BUT it can honestly be used whenever you want.
TermDefinition
Descriptive Research is a type of CONCLUSIVE research that has its major objective as the desciption of something- usually market characteristics or functions.
determining purchase frequencies, identifying relationships or making predictions
TermObjective of Exploratory ResearchDefinition
Discovery of ideas and insightsTerm
characteristics of ExploratoryDefinition
flexible, versatile, often the front end of total research designTerm
Definition
Expert/Experience Surveys
pilot surveys
case studies
secondary data
qualitative research
TermObjective of Descriptive ResearchDefinition
Describe Market characteristics or functionsTerm
Characteristics of Descriptive ResearchDefinition
Marked by prior formulation of specific hypotheses
Preplanned and structured design
TermMethods of Descriptive ResearchDefinition
Secondary Data: Quantitative
Surveys
Panels
Observational and other data
TermDefinition
Determine cause and effect relationshipsTerm
Causal Research Design CharacteristicsDefinition
Manipulation or one or more independent variables
Control of other mediating variables
TermDefinition
Term
Examples of Descriptive research goalsDefinition
- develop profile of target market
- estimate frequency of product use as basis for sales forecasts
- determine the relation between product use and perception of product
- determine degree to which marketing variables are associated
One major difference between descriptive and exploratoryresearch is tahtDefinition
the researcher has prior knowledge about the problem situation in descriptive research.
based on clear statement of the problem
collected in a structured fashion, usually large samples
findings are then used to make generalizations
used to portray market caribales
TermDescriptive Studies includeDefinition
Sales studies
Consumer Perception and Behavior Studies
Market Characteristic Studies
Sales Studies [descriptive studies] includeDefinition
market potential
market share
sales analysis
TermConsumer perception and behavior studies [descriptive studies] includeDefinition
image
product usage
advertising
pricing
TermMarket characteristic studies [descriptive] includeDefinition
distribution
competitive analysis
TermDescriptive Research can be further classified intoDefinition
Cross Sectional and longitudinal researchTerm
Definition
type of design involving the one time collection of information from any given sample of population elements
"Snapshot" "Sample survey"
most frequently used descriptive design
TermDefinition
type of research design involving a fixed sample of population elements that is measured repearedly. The sample remains the same over time, providng a series of pictures that, when viewed together, protray bothte situation and the changes taking place.
TermDefinition
someties panel or true panel is used interchangeably with longitudinal design.
panel consists of households that have agreed to provide information at specified intervals over time. Have commitment, are compensated.
Usually collected by commercial syndicated firms - NPD
TermCross Sectional DisadvantagesDefinition
Cannot Detect Change
Small Amount of data collection
Not very accurate [requires thinking back unlike panel which is ongoing and present]
TermCross Sectional AdvantagesDefinition
Representative Sampling [people drop out of panel, too long]
No Response Bias [wont get bored]
TermDefinition
Can detect change
large amounts of data collected
lots of accuracy
TermLongitudinal DisadvantagesDefinition
Representative Sampling not there
Lots of response bias
TermDefinition
type of CONCLUSIVE research whose major objective is to obtain evidenec regarding cause-and effect relationships
requires a planned and structured design
TermDescriptive Research is _______ appropriate for examining causal relationshipsDefinition
Term
Definition
design in which the causal or independent variables are manipulated in a relatively controlled environment
EX: promo causes brand sales
indep variable is one manipulated, dep is one that is affected
Causal variable=independent variable
TermTasks involved in formulating a research designDefinition
- Define the information needed
- design the exploratory, descriptive/and or causal phases of the research
- specify the measurement and scaling procedures
- construct a questionnaire
- specify the sampling process and the sample size
- develop a plan of data analysis
Research is conducted to help ____ management error in decsion making
DefinitionREDUCE! not prove assumptions but provide mgt with an assessment of the degree of risk associated with making decision based on tested assumptions.