1. Exploratory, Descriptive, and Causal Research Designs

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

3. Source: www.triblocal.com
Exploratory Research
Purposes
Diagnosing a situation
Screening alternatives
Discovering new ideas
Produce hypotheses
What it does NOT do:
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4. Exploratory Research Types Literature search In-depth interview
First step
In-depth interview
With whom?
Advantages
Disadvantages
Focus groups
What is it?
Source:

5. Exploratory Research Case Analyses Ethnography Projective Techniques
Word association tests
Sentence completion method
Role-playing technique
Thematic apperception test
Cartoon tests/ picture frustration
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6. Descriptive Research Purposes Describe characteristics of group
Determine proportion of people who act a certain way
Make predictions
Determine relationships between variables

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

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

9. 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

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