How I learned to do researchby shopping

onlineMarion Fass

Beloit College

It was time for a new pair of shoes to start the school year

The research questions-

What kind of shoes should I buy? (THE RESEARCH QUESTION) Athletic shoes Flat shoes Boots

Where can I get the best deal?

What are the qualities of the shoes?

How reputable is the site?

Refine the question

What is the purpose of my shoe purchase? What needs does it fill?

(The research question- what am I trying to really find out)

First the online data source: TOO MANY OPTIONS-

I think I’ll look at athletic shoes Choose “athletic shoes”

Choose size

Oh no, now choose brand (I like New Balance)

There are 94 options

I like this one, but is it too expensive? Do others rate it as well?

Try another site for more info

ON SALE at Onlineshoes.com

Testing hypotheses with more information

I can save $18.00!!

But are there more colors?

The grey isn’t in my size.

FREE shipping, just like Zappos, but reduced price.

www.shoebuy.com

$10 off $50 or more

And free shipping

But they don’t have the right style

KEEP LOOKING . . .

Try a Google search

Zappos has the best color, but not the best price.

No coupons

Try Joe’s New Balance Outlet

Keep trying for more information

Each site helps me refine my purchase

In research, we continue to look for more data to expand our understanding of our hypothesis.

Joe’s has the shoes I want, at the right price, but no free shipping. . .

$59.95 plus $4.95 Let’s keep refining the

search.

What I learned from my shopping

First you define and refine the research question

What kind of shoes do I want?

What kind of athletic shoes are best?

Of all the athletic shoes in my brand, how do I choose the one to buy?

How much am I willing to spend?

Then you collect more data

One set of data may not help you refine your question.

Look for alternative data Similar shoes Different stores with

better prices Cost of shipping

Developing my report- I had a big question

Narrowed it to one that I could find an answer for

Searched for alternative data to test my hypotheses

Supported my decision

Pushed BUY.

One set of information alone isn’t enough. I saved $18 by gathering more information. Research is an iterative process- so is shopping wisely.