1. Consumer Research Ch 2

2. Types Qualitative Research Glean insight Quantitative Research Draw conclusions

3. Quantitative Research Prediction is the goal “numbers” based More “objective” Positivism Taken from the natural sciences Tools Experiments, surveys, observation and statistics

4. Qualitative Research Understanding is the goal “ideas-concepts” based More “subjective” interpretivism Taken from sociology/psychology Tools Depth interviews, focus groups and ethnography

5. Combining qual and quant Use qualitative to learn Use quantitative to conclude

6. Research Process Define objectives Collect/analyze historical data Design research study Collect data Analyze Report findings

7. Developing an Objective Management goals Marketing goals Must be measurable

8. Collect/analyze historical data Secondary data Sources Own company, library, news sources, US Government, commercial sources, etc.

9. Design research study Primary data Quantitative data collection methods Observational research Experimentation Surveys Qualitative data collection methods Observational Depth interviews Focus groups

10. Design research study - continued Quantitative data collection instruments Questionnaires Personal inventories Attitude scales Behavior data Qualitative data collection instruments Projective techniques Metaphor analysis

11. Design research study – continued Issues Reliability Validity Sampling Probability vs non-probability “generalizability”

12. Data Collection Methods Staffing Guidelines Coding

13. Data Analysis Statistics Descriptive Conclusive Cause and Effect

14. Prepare report Business plan Marketing plan