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Exploratory, Descriptive, and Causal Research Designs

Exploratory, Descriptive, and Causal Research Designs. Chapter 3. Research Designs. Three types Exploratory Descriptive Causal. Source: evolvedmarketingconcepts.com. Exploratory Research. Purposes Diagnosing a situation Screening alternatives Discovering new ideas Produce hypotheses

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Exploratory, Descriptive, and Causal Research Designs

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  1. Exploratory, Descriptive, and Causal Research Designs Chapter 3

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

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

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

  5. 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

  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 • Continuous panels • AKA true panels • Kroger’s card • Discontinuous panels • AKA omnibus panels • Land’s End • Cross-sectional

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

  9. Market Testing • What is market testing? • “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 • Pros/cons • Simulated test market • Pros/cons

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