Exploratory, Descriptive, and Causal Research Designs

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Presentation transcript:

Exploratory, Descriptive, and Causal Research Designs Chapter 3

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

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

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

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

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

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

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

Market Testing What is market testing? Key Issues “Controlled experiment done in a limited but carefully selected sector of the marketplace” Key Issues Cost Time Control Source: resourceful27.wordpress.com

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

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