Mr Tri-Term 2

Front 1

Three types of research design

Back 1

Exploratory, Descriptive, Causal

Front 2

Exploratory

Back 2

is usually conducted at the outset of research projects. It is usually conducted when the researcher does not know much about the problems.

Front 3

Descriptive

Back 3

is undertaken to describe answers to questions of who, what where, when, and how. It is desirable when we wish to project a study’s findings to a larger population, it the study’s sample is representative.

Front 4

Causal

Back 4

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

Front 5

focus groups

Back 5

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

Front 6

Cross-sectional

Back 6

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

Sample surveys are cross-sectional studies. These studies are usually presented with a margin of error.

Front 7

Longitudinal Studies

Back 7

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

Since they involve multiple measurements over time, they are often described as “movies” of the population.

Front 8

Independent

Back 8

those variable that the researcher has control over and wishes to manipulate- the 4 P’s.

Front 9

Extraneous

Back 9

are those variables that may have some effect on a dependent variable yet are not independent variables.

Front 10

Dependent

Back 10

are those variables that we have little or no direct control over but a strong interest in changing

Front 11

Continuous panels

Back 11

ask panel members the same questions on each panel measurement.

Front 12

Discontinuous panels

Back 12

vary questions from one panel measurement to the next.

Front 13

Pros of test marketing

Back 13

Test marketing allows for the most accurate method of forecasting future sales, and it allows firms the opportunity to pretest marketing-mix variables.

Front 14

Cons of test marketing

Back 14

1. Test markets do not yield infallible results.

2. Competitors may intentionally try to sabotage test markets.

3. Test markets bring about exposure of the product to the competition.

4. Test markets may create ethical problems.

Front 15

Symbols of experimental design

Back 15

O = measurement, or observation, of a dependent variable

X = manipulation, or change, of an independent variable

R = random assignment of subjects to experimental and control groups

E = experimental effect (change in the dependent variable due to the independent variable)