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Transcript of reserach desigh.ppt
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Research Design: Definition
• A research design is a framework or
blueprint for conducting the marketing
research project. It details the procedures
necessary for obtaining the information
needed to structure or solve marketingresearch problems.
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Components of a Research Design
• Define the information needed
• Design the exploratory, descriptive, and/or causal
phases of the research
• Specify the measurement and scaling procedures
• Construct and pretest a questionnaire (interviewing
form) or an appropriate form for data collection
• Specify the sampling process and sample size
• Develop a plan of data analysis
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Types of Basic Research Designs
1. Exploratory Research
2. Descriptive Research
3. Causal Research
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Research Design
Exploratory Research
Design
Causal Research
Conclusive Research
Design
Cross-Sectional
Design
Descriptive
Research
Longitudinal
Design
A Classi f icat ion of Market Research Designs
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Why Conduct Exploratory Study
• Diagnosing a Situation
• Screening Alternatives(Concept testing)
Discovering New Ideas
• Gain insights for developing an
approach to the problem
• Establish priorities for further research
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Categories of Exploratory research•Experience Survey
•Case Studies
•Pilot Studies for qualitative Analysis
Focus group InterviewProjective Technique
Depth Interview
• Critical Review of literature
•Secondary Data analysis
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• Focus groups: small group discussions led by atrained moderator
Objectives:
• Generate ideas• Understand consumer vocabulary
• Reveal consumer needs, motives, perceptions,and attitudes on products and services
• Understand findings from quantitative studies
Focus Groups
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• Advantages:• Generation of fresh ideas
• Client interaction
• Versatility
• Ability to tap special respondents
• Disadvantages:
• Representative of the population?• Subjective interpretation
• High cost-per-participant
• Domination of one participant and halo effect
Focus Groups
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Few considerations
• Group Composition
• Environmental conditions
• The moderator
• Planning of Focus Group Outline (hand
out Z)
• Video conferencing and streaming
Media
• Focus group as diagnostic tool
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Projective Techniques
A projective technique is an indirectmeans of questioning that enables the
respondent to project beliefs and feeling
onto a third party ,an inanimate object ,or a task situation . Respondents are
nor requires to answer in a structured
format . They are encouraged to
described a situation in their own words
, with little prompting by the interviewer .
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Major Projective techniques
• Word Association ( Job task and true
feeling about job task . Also used in
testing brand name )• Sentence formation ( People who work
late are -------) ( A boss should not ----)
• Third person technique
• Role play
• Thematic Apperception test
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In-Depth interview
A set of probing questions posedone-on-one to a subject by a
trained interviewer so as to gainan idea of what the subject thinksabout something or why he or
she behaves a certain way
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Depth Interviews• Non-directive or unstructured interviews
• Semi-structured interviews
• Standardized open-ended interviews
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Techniques for Conducting
Depth Interviews • Laddering
• Hidden-issue questioning
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Exploratory Research with
secondary data Another economic al and quick source
of background information is trade
literature . searching through such
material is exploratory research bymeans of secondary data Once an
informal situational analysis of
secondary data or experience surveyhas been carried out , issue that still
need clarification may warrant further
exploratory investigation .
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What are secondary data
Secondary data are data gathered and
recorded by someone else prior to
(and the purpose other than ) thecurrent needs of the researcher .
Secondary data are usually historical ,
already assembled and do nor requireaccess to respondents or subjects .
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Advantages of secondary
Data• Cheaper
• Less time consuming
• help identify, clarify and redefine the
research problem
• solution to the problem• alternatives methods that can be
used for primary research
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Disadvantages of secondary
data• Lack of availability
• Lack of relevance
• Inaccurate data
• Insufficient data
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Testing the validity of
secondary data• Methodology Check-Sampling
Consideration, Methodology of data,
Analytical tools used and subsequentreporting and interpretation of results
• Accuracy Check : Reputed source,
compare data from multiple sources ,• Topical Check: time lag
• Cost benefit analysis : Financial Check
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Syndicated Data
SyndicatedData
Surveys Audits Panels
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Syndicated Data
Syndicated
Surveys
Periodic Panel Shared
AuditsPanels
RetailScanner
VolumeTracking
Data
ScannerPanels
Consumer
Diary Media
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Descriptive Research
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• Quantitative Research Methodologies:
– Descriptive Research
– Correlation Research
– Experimental Research
– Ex Post Facto Research
– Survey Research
• Descriptive Vs. Experimental Vs. Ex post facto
Descriptive (What is the current situation?)
Experimental (What is the cause?) Ex post facto (What was the possible cause?)
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Descriptive Research• What is the Descriptive Research?
This type of research involves either identifying thecharacteristics of an observed phenomenon or exploringpossible correlations among two or more. It primarily concernedwith finding out “what is”, solving the problems through theinteroperation of the data that has been gathered, (answering thequestions who, what , where, when and how ...)
• Descriptive“ what is the current situation?” – Numerical data gathered through tests, surveys, observations,
interviews
– variables are not manipulated but are measured as they occur – Subgroups may be compared on some measure
– Two or more variables of a group may be correlated
– Doesn’t attempt to identify cause of differences or relationships, just if they exist
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Descriptive Research• What the Descriptive Research can be used for?
Descriptive studies have an important role in social science
research, such as business, government, public health,sociology and education research.
• Can be applied to investigate questions such as:
– Do teachers hold favorable attitudes toward using computers inschools?
– What kinds of activities that involve technology occur in sixth-grade classrooms and how frequently do they occur?
– How have high school computing courses changed over the last10 years?
– Is there a relationship between experience with multimediacomputers and problem-solving skills?
– What is the best way to provide access to computer equipmentin schools?
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Use of Descriptive Research
• To describe the characteristics of relevant
groups, such as consumers, salespeople,
organizations, or market areas.
• To estimate the percentage of units in a specifiedpopulation exhibiting a certain behavior
• To determine the perceptions of product
characteristics
• To determine the degree to which marketing
variables are associated
• To make specific predictions
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Types of Descriptive Research• Survey
• Developmental – Longitudinal approach
– Cross-sectional approach
• Case Study
• Correlation
• Normative
• Observational ( qualitative)
• Causal-comparative ( ex post facto)
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DR design & Analysis
1. Descriptive Research Designs2. Using Checklists and Rating scales
3. Choosing a Sample in a Descriptive Study
– Sampling design
– Bias in Research sampling
4. Interpreting Data in Descriptive Research
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Survey Research Methodology
• Survey research is the most common type
of descriptive research• Involves questioning techniques for data
collection
– Survey methodology consists of askingquestions of a (supposedly) representative
sample of the desired population at a single
point in time. The persons of whom the
questions are asked are called surveyrespondents
– The most difficult part of conducting a survey
is writing the questions
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Surveys
• Researcher samples a portion of a large
population
• Allows to infer the current status of anissue
Nutritional practices
Exercise patterns
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Census
• A survey which obtains responses from
the entire population is called a census
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• Three key aspects
– Designing questions
– Sampling
– Data collection
• We want to have a study that is precise,credible, and accurate
– A key issue is reducing error throughout the
process
• Poor attention to ANY of these aspects can
result in poor results
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DR design & Analysis3. Choosing a sample in a descriptive study
– Sampling design
a) Probability sampling
Simple random sampling
Stratified random sampling
Proportional stratified samplingCluster sampling
Systematic sampling
b) Nonprobability sampling
Convenience sampling
Quota sampling
Purposive sampling
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General Survey
Data Collection Methods
• Interviews
• Questionnaires
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Interview Methods• Phone interview – Common in marketing research
– Not used much in HHP
• Personal interview – Applicable if the sample is small and accessible
– Structured, semi-structured, or unstructured interview – Recording of information
• Focus group interview – Interview groups of people
– Requires skilled facilitator
• An interview schedule or guide contains the questions tobe read to the respondent during an interview as well asa place for recording the answers
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Conducting a questionnaire
study… 1. state the problem
2. select participants
3. construct the questionnaire4. prepare cover letter
5. pretest questionnaire
6. follow up activities7. analyze/report results
Q ti i
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Questionnaires• A questionnaire is a self-report
instrument that is generally mailed or
handed to the respondent to complete
with no help from the researcher
– Administered questionnaire
• Respondents are directly given the
questionnaire
– Distributed questionnaire
• Questionnaire is mailed or electronicallydelivered
• Majority of survey research in HHP uses
a questionnaire as data-collection
technique
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Getting Started
• Statement of the Problem
• Selection of subjects
– Subjects must be willing to participate
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Questionnaire Development• Composing Questions – each question
should have three important attributes:
focus, brevity, and simplicity – The questions should focus directly on the
issue or topic relevant to the information
needs of the study
– They should be as short or brief as
possible while still conveying the meaning
– The questions should be expressed as
simply and clearly as they can be
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Questionnaire Development• Questions should be worded so they
are not ambiguous, misleading, or
biased
• Double-barreled questions should be
avoided
• Use simple sentences where possible
and complex sentences only when
essential
• Level of wording (vocabulary) should be
appropriate for the intended
respondents
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…place similar items together
…ask general, non-threatening items
first, moving into more specific,
self-revealing items
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…don’t jam items together
…don’t put the most important
questions at the end of the
instrument
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Appropriateness of
Questionnaire• Validity and reliability of the
questionnaire should be determined
before it is administered• Use of a pilot study
– Revise questionnaire as needed
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Questionnaire Format
• Organization of Questionnaire – appearance and layout is important
– length (no. of questions) is a major factor
• in general, longer questionnaires have a poorerreturn rate
– place easy to answer questions first
– sensitive questions should be near the end
– items should be placed in a logical order
– demographic information
• recommend placing demographic questions at
end
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Response Format
• Closed-ended (structured) – standard answers provided
– easy to code and score
– facilitates answering sensitive questions
– may make for a long questionnaire – generally considered easy for respondent
• Open-ended (unstructured)
– respondent may answer as they choose
– exploratory; allows detailed response – preferable for complex questions
– may be difficult to code and score
– requires more time and effort of respondent
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Conducting Descriptive Research
• Pros – Efficient
– May be mailed
– Developed to meet the
needs of theresearcher
• Cons – Difficult to construct
– May not be returned
Developing the Questionnaire
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Preparing the cover letter
• Used to motivate subjects torespond
• Explains the purpose of thestudy and gives good reasonto return
• Anonymity should be assured
• Deadlines dates should begiven
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Cover Letter Guidelines
• Personalize cover letter if possible (mail
merge)
– this has been shown to increase the returnrate
• Corporate or institutional letterhead and
printed envelopes should be used forthe cover letter and mailing envelopes
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Questionnaire Distribution• Controlling costs
– bulk mail rates
– length of questionnaire (i.e., weight of mailing)
• High return rate – self-addressed, stamped envelope (SASE)
– postage-paid, business reply envelopes
– good mailing list – follow-up strategy
• Cover letter
• Appropriate timing of mailing
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secondary follow-up strategies to
increase response rate up to 10%… …telephone nonrespondents to
encourage them to respond
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Pre-Testing the Questionnaire
• Pilot the survey
• Proof read by 2 or 3
colleagues• Mailed to a small sample
• If return rate is low,
examine the instrument andthe letter
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Follow-up
• 70% of your surveys
should be returned for
your study to be valid• Send a reminder
• Send a second set of
questions with a newcover letter
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initial follow-up strategies to increase
response rate up to 20%… …send out reminder postcard
…mail a second packet with a new,
positively worded cover letter andanother self-addressed, stamped,
return envelope
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Analysis of Results
• Report response ratesfor each item
• Report overallpercentage of returns
• May compareresponses across items
• Cannot establish adirect cause and effect
S R h E
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Survey Research Errors
• Information obtained from a survey depends on thequestions that are asked, on how the respondents react
to the questions, and on what respondents choose to
reveal about themselves
• Researchers are somewhat limited in their ability to
assess the quality of the findings since there is usually
no way of checking the accuracy or truthfulness of the
responses
• Gathering meaningful information is difficult because
survey research is particularly susceptible to two types of
errors: – Nonsampling errors
– Sampling errors
N li E
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Non-sampling Errors• Non-sampling errors have several sources including
any differences in the way the researcher and therespondents interpret questions, the inability or
unwillingness of the respondents to provide correct or
honest information, mistakes made when recording
or coding the responses, and missing responses
– controlling response errors when subjects provide
incorrect or false information is particularly difficult
since they depend on the behavior of the
respondents, something that is beyond the control
of the researcher – controlling processing and data collection errors
can be largely controlled by the researcher
Sampling Errors
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Sampling Errors• Sampling errors are those errors resulting from any
differences between the data obtained from the sample,
and the data that would have been obtained from thecomplete population
– this is the type of error made from inferring a
population characteristic based on a sample
• Sampling error or margin of error is often reported withsurvey findings
– For example, a survey reporting that 57% of Iowans
favor abortion with 3.5% margin of error really
means that we can be 95% confident that the truepopulation value lies within the ranges 53.5% to
60.5% (57% 3.5%)
Examp les of Descript ive Studies
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Examp les of Descript ive Studies
Descriptive
Studies
Consumer
Perception And Behavior
Studies
• Image
• Product Usage
• Advertising
• Pricing
Market
CharacteristicStudies
• Distribution
• Competitive Analysis
• Market Potential
• Market Share
• Sales Analysis
Sales Studies
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Develepmental:Cross-sectional
and Longitudinal Designs
• A cross-sectional design involves the collection
of information from any given sample of
population elements only once.
• In a longitudinal design, a fixed sample (or
samples) of population elements is measured
repeatedly on the same variables in order to
measure changes over time
Cross Sectional vs Long i tudinal Design s
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SampleSurveyed
at T1
Sample
Surveyed
at T1
Same
Sample
also
Surveyed
at T2
T1 T2
CrossSect ional
Design
Longi tud ina l
Design
Time
Cross Sectional vs. Long i tudinal Design s
TABLE 3.3
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RELATIVE ADVANTAGES AND DISADVANTAGES OF LONGITUDINAL AND CROSS-
SECTIONAL DESIGNS
Evaluation Cross-Sectional LongitudinalCriteria Design Design
Detecting
change - +
Large amount
of data
collection - +
Accuracy - +
Representativesampling + -
Response
bias + -
Note: A + indicates a relative advantage over the other design whereas a - indicates
a relative disadvantage.
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Types of longitudinal surveys...
trend survey
cohort survey
panel survey
follow-up survey
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trend survey
…a study where a sample is takenfrom the general population in order
to collect data over time…involves different groups and
different samples over time
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cohort survey
…a study where a specific populationis examined by sampling different
groups within the population over
time…involves the same group but
different samples from that group
over time
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panel survey
…a study where the same group andthe same sample are examined over
time
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follow-up survey
…a study undertaken after a panelsurvey and seeks to examine
subsequent development or change
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Conducting an observational
study… 1. state the problem
2. select participants
3. define the observational variables4. record observations
5. assess observer reliability
6. reduce observer bias7. analyze/report results
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2. select participants…
…use an appropriate samplingtechnique
…participants must be able to provide
the desired information sought andwilling to provide it to the researcher
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…simplify procedure for recording
observations by developing acoding procedure
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5. assess observer reliability…
…use at least two observers who makeindependent observations
…compute interobserver reliability
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6. reduce observer bias…
…train observers until a satisfactorylevel of agreement is achieved (at
least 80%)
…monitor observers
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types of observer bias
…response set …halo effect
…knowledge of participants
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Correlational
• To determine if arelationship existsbetween two variablesmeasured on the sameindividual
• e.g. Age and alcoholconsumption; Years inthe profession andsafety record
• Did you realize thatwhen children growolder, they are betterreader? Age &reading ability --
correlation
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The Normative Survey
• Establishes norms for
abilities, performances,
beliefs and attitudes on
samples of people ofdifferent ages, genders and
other classifications
• Youth Fitness Test
• National Children andYouth Fitness Study
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Action Research
• Conducted in the
natural setting where it
will be applied
• Lacks some control
• Results are always true
for the setting
• Tries to solve a problem
specific to the setting
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Action research is simply a form of self-reflective enquiry undertaken by
participants in social situations in order to
improve the rationality and justice of their
own practices, their understanding of
these practices, and the situations in
which the practices are carried out
Causal comparative
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Causal comparative It attempts to determine the cause or reason for
existing difference in the behavior or status of groupsof individuals. The cause is a behavior or
characteristics, believed to influence some other
behavior or characteristics, or are known as the
grouping variable. The change or difference inbehavior or characteristics that occur as result that is
the effect _is known as independent behaviour .Put
simply causal comparative research attempt to
establish cause effect relation among groups
Example
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pHow does having a working mother affect a
child’s school absenteeism? The groupingvariable is the employment status of
mother(again with 2 possible values___the
mother work or mother does not work); the
dependent variable is absenteeism, measured
as number of day absent. The researcher
identifies the group of students who have
working mother and group whose mother don’t work, gather information about their
absenteeism and compares the groups.
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TABLE 3.1 (Cont.)
DIFFERENCES BETWEEN EXPLORATORY AND CONCLUSIVE RESEARCH Exploratory Conclusive
Findings Tentative. Conclusive.
Outcome: Generally followed by Findings used as input
further exploratory or into decision making.conclusive research.
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TABLE 3.2
A COMPARISON OF BASIC RESEARCH DESIGNS
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A COMPARISON OF BASIC RESEARCH DESIGNS
Exploratory Descriptive Causal
Objective: Discovery of Describe market Determineideas and characteristics cause and effect
insights. or functions. relationships.
Character-
istics: Flexible. Marked by the Manipulation ofVersatile. prior formula- one or more
Often the tion of specific independent
front end of hypotheses. variables.
total research
design.Preplanned and Control of other
structured mediating
design. variables.
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TABLE 3.2 (Cont.)
A COMPARISON OF BASIC RESEARCH DESIGNSExploratory Descriptive Causal
Methods: Expert surveys. Secondary data Experiments.
Pilot surveys. (quantitative).
Case Surveys.studies Panels.
Secondary data Observational
(qualitative). and other data.
Qualitative
Research.