Exploratory, Descriptive, and Causal Research Designs

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Exploratory, Descriptive, and Causal Research
Designs

• Chapter 3

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Research Designs

• Three types
• Exploratory
• Descriptive
• Causal

Source evolvedmarketingconcepts.com
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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
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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
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Descriptive Research

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

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Descriptive Research

• Types
• Longitudinal
• Continuous panels
• AKA true panels
• Krogers card
• Discontinuous panels
• AKA omnibus panels
• Lands End
• Cross-sectional

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Causal Research

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

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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
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Market Testing

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