Exploratory Descriptive and Causal Research Designs Chapter 3

Exploratory, Descriptive, and Causal Research Designs Chapter 3

Research Designs n Source: evolvedmarketingconcepts. com Three types n Exploratory n Descriptive n Causal

Exploratory Research n Purposes n n n Diagnosing a situation Screening alternatives Discovering new ideas Produce hypotheses What it does NOT do: Source: www. triblocal. com

Exploratory Research n Types n Literature search n n In-depth interview n n First step With whom? Advantages Disadvantages Focus groups n n n What is it? Advantages Disadvantages Source: www. money. cnn. com

Exploratory Research n n n Case Analyses Ethnography Projective Techniques n Word association tests n Sentence completion method n Role-playing technique n Thematic apperception test n Cartoon tests/ picture frustration Source: www. withfriendship. com

Descriptive Research n Purposes Describe characteristics of group n Determine proportion of people who act a certain way n Make predictions n Determine relationships between variables n

Descriptive Research n Types n Longitudinal n Continuous panels n n n Discontinuous panels n n n AKA true panels Kroger’s card AKA omnibus panels Land’s End Cross-sectional

Causal Research n Purpose n n Does a change in X cause a change in Y? Experiments Laboratory experiments n Field experiments n

Market Testing n What is market testing? n n Key Issues n n n Source: resourceful 27. wordpress. com “Controlled experiment done in a limited but carefully selected sector of the marketplace” Cost Time Control

Market Testing n Three types of market testing n Standard test market n n Controlled test market n n Pros/cons Simulated test market n Pros/cons