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Exploratory Research (huh?) Designed to generate basic knowledge, clarify relevant issues uncover variables associated with a problem, uncover information needs, and/or define alternatives for addressing research objectives. A very flexible, open-ended process. Descriptive Research (who, what, where, how) Designed to provide further insight into the research problem by describing the variables of interest. Can be used for profiling, defining, segmentation, estimating, predicting, and examining associative relationships. Causal Research (If-then) Designed to provide information on potential cause-and-effect relationships. Most practical in marketing to talk about associations or impact of one variable on another.
Literature Search Conceptual literature Trade literature Published statistics Library homepage (www.uah.edu/library) Analysis of Selected Cases Intensive study of related cases or past activities May be internal or external Can help provide clues as to how other units or companies have dealt with similar issues
Experience Surveys (a.k.a., depth interviews) Knowledgeable people with varying points of view Unstructured and informal interviews Respondent free to choose issues to be discussed Focus Groups 8 to 10 people at one time Relatively homogeneous groups Multiple, heterogeneous groups Group dynamics Moderator is key Relies on general topical guide with plenty of time for interaction
May be conducted alone or as part of a broader project May be use to define issues or to confirm findings from survey research.
Lively Subject (everyone talking, often at once) Assert leadership role and take charge Promise more discussion time later Suggest that everyone wants to hear all opinions, which is easier done one at a time Use write-down techniques to quiet the group down
Provides information for participants Serves as a guide for the final report May be very basic or extremely detailed depending on formality of the research. Very exploratory research will require a simple guide More extensive analyses need more structure
Depth Interviews
One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations. Advantages No group pressure Respondent is focus of attention and feels important Respondent is highly aware and active Long time period encourages revealing new information Can probe to reveal feelings and motivations Discussion is flexible and can explore tangential issues
Depth Interviews
Disadvantages Much more expensive than focus groups Do not get the same degree of client involvement; clients do not want to observe single interviews Are physically exhausting for the moderatorreduces the number of people that can be interviewed in a given time period. Moderators do not have other group members to help obtain reactions and to stimulate discussion.
Cross-Sectional Study Easily the most common type of research project. Typically involves conducting a survey of a sample of population elements at one point in time. Useful because it provides a quick snapshot of whats going on with the variables of interest for our research problem. Longitudinal Study An investigation that involves taking repeated measures over time. Useful for conducting trend analysis, tracking changes in behavior over time (e.g., brand switching, levels of awareness, turnover) and monitoring long-term effects of marketing activities (e.g., market share, pricing effects) True panel vs. omnibus panel
Experiments are the best way to satisfy elements of causation. May be Field Experiment or Laboratory Experiment Tradeoff between realism versus control Examples of experimentation in marketing Market test (test marketing) Advertising response (recall, affect, attitude toward ad elements) Promotional design (consumer response to promotional deals, incentives, tie-ins Store layout and design Product positioning Color tracking and package design