exploratory descriptive and causal research designs
DESCRIPTION
Research DesignTRANSCRIPT
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Exploratory, Descriptive, and Causal Research DesignsChapter 3
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Research DesignsThree typesExploratory
Descriptive
Causal
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Exploratory ResearchPurposesDiagnosing a situationScreening alternativesDiscovering new ideasProduce hypotheses
What it does NOT do:
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Exploratory ResearchTypesLiterature searchFirst stepIn-depth interviewWith whom?AdvantagesDisadvantagesFocus groupsWhat is it?AdvantagesDisadvantages
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Exploratory ResearchCase AnalysesEthnographyProjective TechniquesWord association testsSentence completion methodRole-playing techniqueThematic apperception testCartoon tests/ picture frustration
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Descriptive ResearchPurposesDescribe characteristics of groupDetermine proportion of people who act a certain wayMake predictionsDetermine relationships between variables
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Descriptive ResearchTypesLongitudinalContinuous panelsAKA true panelsKrogers cardDiscontinuous panelsAKA omnibus panelsLands EndCross-sectional
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Causal ResearchPurposeDoes a change in X cause a change in Y?ExperimentsLaboratory experimentsField experiments
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Market TestingWhat is market testing?Controlled experiment done in a limited but carefully selected sector of the marketplaceKey IssuesCostTimeControlSource: resourceful27.wordpress.com
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Market TestingThree types of market testingStandard test marketPros/consControlled test marketPros/consSimulated test marketPros/cons