Mkt 232 Chapter 5

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most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problems.
o Usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information.

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Exploratory Research

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obtain answers to questions of who, what, where, when, and how.

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Descriptive Research

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understanding a phenomenon in terms of conditional statements of the form “if x, then y”.
o Determined by the use of experiments

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Causal Research

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o Gain background information
o Define terms
o Clarify problems and hypothesis
o Establish research priorities

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Uses of conducting exploratory research

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o Secondary data analysis: searching for and interpreting existing info relevant to the research objectives
o Experience surveys: gather info from those thought to be knowledgeable on the issues relevant to the research problem
o Case Analysis: review of available info about a former situation(s) that has some similarities to the present research problem
o Focus Group: small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining info relevant to the research problem
o Projective Techniques: seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding that situation

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Methods of conducting exploratory research

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searching for and interpreting existing info relevant to the research objectives

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Secondary data analysis

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gather info from those thought to be knowledgeable on the issues relevant to the research problem

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Experience surveys

Front 8

review of available info about a former situation(s) that has some similarities to the present research problem

Back 8

Case Analysis

Front 9

small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining info relevant to the research problem

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Focus Group

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seek to explore hidden consumer motives for buying goods and services by asking participants to project themselves into a situation and then to respond to specific questions regarding that situation

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Projective Technique

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measure units from a sample of the population at one point in time.

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Cross-sectional studies

type of descriptive research

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cross-sectional studies whose samples are drawn in such a as to be representative of a specific population

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sample surveys

type of descriptive research

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repeatedly measure the same sample of units of a population over a period of time

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Longitudinal Studies

type of descriptive research

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represent sample units of the population who have agreed to answer questions at periodic intervals

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Panel

type of descriptive research

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ask panel members same questions on each panel measurement

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continuous panel

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: vary questions from one panel measurement to the next.

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discontinuous panel

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measure some variable(s) of interest, such as market share or unit sales over time.

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market traking studies

type of descriptive research

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manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.

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experiment

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those that a researcher can control and wishes to manipulate (price, type of product)

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Independent variables

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variables over which we have little or no direct control, yet we have a strong interest in them (sales)

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Dependent variables

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may have some effect on dependent variables buy yet are not independent variables.

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extraneous variables

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concerned with the extent to which the change in the DV was actually due to the IV

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internal validity

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extent to which the relationship observed between the IV and DV during the experiment is generalizable to the real world

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external validity

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: IV is manipulated and measures of the DV are taken in a contrived, artificial setting for the purpose of controlling the many possible and extraneous variables that may affect the DV.
- Less timely, expensive than field experiments.

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laboratory experiments

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IV is manipulated and the measurement of the DV are made on test units in their natural setting.
- Primary advantage: conducting study in naturalistic setting – increasing likelihood that the study’s findings will also hold true in the real world.

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field experiments

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- Test sales potential for a new product/service
- Test variations in the marketing mix for product/service

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uses of test marketing

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brand-switching data may be obtained only by using the continuous panel - because different questions are asked, discontinuous panels do not allow for this type of analysis

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advantage of using continuous panel

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experiment that truly isolates the effects of the IV on the DV while controlling for effects of any extraneous variables

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"true" experimental design

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designs that do not properly control for the effects of extraneous variables on DV

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quasi-experimental design