DESCRIPTIVE AND CAUSAL RESEARCH DESIGN CHAPTER 6 DESCRIPTIVE AND CAUSAL RESEARCH DESIGN

INTRODUCTION In the proceding chapter we learned that research design typically fall into one of three categories: explaratory, descreptive, or causal research. We examined exploratory research and noted that one of its primary use is to generate ideas and insights for additional more targeted research.

DESCRIPTIVE RESEARCH Is very common in business and other aspect of life. We are usually trying to describe some group of people or other entities.

3 MAJOR PURPOSES OF DESCRIPTIVE RESEARCH To describe the characteristic of certain group To determine the proportion of people who behave in a certain way To make specific predictions

THE 6 APECIFICTAIONS OF A DESCREPTIVE STUDY Who What When Where Why How

DUMMY TABLE A dummy table is simply a table used to show how the result of the analysis to be presented.

2 TYPES OF DESCRIPTIVE RESEARCH 1. CROSS-SECTIONAL STUDY Investigation involving a sample of elements selected from the population of interest that are measured at a single point in time.  SAMPLE SURVEY Cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis in on the generation of summary statistic such as the averages and percentages.

2. LONGITUDINAL Investigation involving a fixed sample of elements that is measured repeatedly through time.

2 TYPES OF LONGITUDINAL CONTINUOUS PANEL A fixed sample of respondents who are measured repeatedly over time with respect to the same variables. DISCONTINUOUS PANEL A fixed sample of respondents who are measured repeatedly over time but on variables that change measurement to measurement

9 TYPES OF ARBITRON RADIO LISTENING DIARY 1. contact 2.mailing 3. survey week 4. follow-up calls &support for diary keepers 5. receipt 6. scanning 7. processing 8. data release 9. client review 

CAUSAL RESEARCH DESIGN causal research design would the method of choice. CONCEPT CAUSALITY the idea that one thing leads to the occurence of another. EXPERIMENT -scientific investigation in which an investigator manipulates and controls one or more independent variables and objectives the degree to which the dependent variables change

DIFFERENCE BETWEEN LABORATORY AND FIELD EXPERIMENT LABORATORY EXPERIMENT Research investigation in which investigators create a situation with exact conditions in order to control some varialbles and manipulate others. FIELD EXPERIMENT Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit.

THE TWO TYPES OF EXPERIMENT VALIDITY EXTERNAL VALIDITY The degree to which the results of an experiments can be generalized or extended to other situations. INTERNAL VALIDITY The degree to which an outcome can be attributed to an experimental variable and not to other factors.

3 KEY TEST MARKETING COST TIME CONTROL

2. CONTROLLED TEST MARAKET TYPES OF TEST MARKET 1. STANDARD TEST MARKET A test in which the company sells the product through its normal distrubution channels 2. CONTROLLED TEST MARAKET An entire test market program conducted by an outside service in a market in which it can guarantee distribution.

3. STIMULATED TEST MARKET A study in which consumer rating are obtained along with likely or actual purchased data often obtained in a simulated store environment,the data are fed into computer models to produce sales and market share predictions.

ADVANTAGES AND DISADVANTAGES OF STIMULATE TEST MARKETING ADVANTAGES: Is the protection they provide the competitors they are also good for assessing trial and repeat purchasing behavior. DISADVANTAGES: Is that they do not provide any information about the firm's ability to secure trade support for the product or about what competitive reaction is likely to be.

GROUP 6 Alonsabe, Sheryl S. Obliopas, Lerma Nicole B. Capuyan, Reynan R. Simacas, Rowell V. Paclian, Airone B.