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  What it does NOT do: Source: www.triblocal.com

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

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

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

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

Causal Research   Purpose  Does a change in X cause a change in Y?

Experiments   Laboratory experiments Field experiments

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

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