Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
42 Cards in this Set
- Front
- Back
|
Quantitative Research
|
Involves the use of structured ?s in which the response options have ben predetermined and numerous respondents are involved.
|
|
|
Qualitative Research
|
Involves collecting, analyzing, and interpreting data by observing what people do and say.
|
|
|
Pluralistic Research
|
Uses both quantitative and qualitative techniques
|
|
|
Example of quantitative research
|
"survey research"
|
|
|
example of qualitative research
|
focus groups and observation
|
|
|
qualitative research can be _________
|
quantified
|
|
|
Coding
|
Take non numerical data and assign a number to it. (turning qual to quan)
|
|
|
Example of coding
|
Making answers to ?s into # form.
|
|
|
Focus Groups
|
Most popular form of qualitative research
- small groups of people brought together for semi structured discussion and it is guided by a moderator. |
|
|
Example of a focus group
|
Kids getting together to talk about trading cards (boys)
|
|
|
When should focus groups not be used?
|
- when research objective is to predict specific outcome
- when a major, expensive specific decision rides on it |
|
|
Why is industry standard 6-12
|
???
|
|
|
Why should groups be homogenous
|
If very different it would be harder to break the ice
|
|
|
Why should recording be done as soon as possible?
|
So you don't forget anything/ dont leave anything out. want as much info as possible.
|
|
|
Observation methods are predominately ____________ but are becoming more _________
|
qualitative; quantitative
|
|
|
Why use observation methods?
|
-actual behavior including non verbal behavior
-minimize or eliminate recall error -minimal or no effort by subject or units |
|
|
Response latency
|
How long it takes for someone to answer a question, make a decision between competing products.
|
|
|
Structured observation (human observation)
|
Researcher decides beforehand which behaviors are to be observed and recorded
|
|
|
Unstructured observation (human observation)
|
No restrictions on what the observer will record
|
|
|
Mechanical observation
and example |
Observer is a machine or other static observing device.
-click through rates on a website |
|
|
Adv. of mechanical over human
|
-more economical
-more accurate -some things are impossible for a human to observe |
|
|
Hidden observation and example
|
Unaware they are being observed
-example: one way glass or hidden camera |
|
|
Visible observation
|
Aware they are being observed
|
|
|
Ethical issues with Hidden observation
|
-invasion of privacy
|
|
|
How is Nielsen changing the way marketers segment the market
|
-traditionally ppl split by age but a 35 yr old could be similar to a 25 yr old if bot have kids the same age.
-changes the landscape of how marketers think about things |
|
|
Direct observation
|
Observe behavior as it naturally happens
|
|
|
Contrived Behavior
|
Creates artificial environment or situation to observe reactions
|
|
|
Why would you use contrived observation? What research design often uses it?
|
-you can gather data in a shorter amount of time and it shows what you would do.
-often used for causal research |
|
|
Example of direct observation
|
Store manager getting competing prices from stores within competing areas
|
|
|
Example of contrived observation
|
A researcher complaining about a meal to a flight attendent and recording their actions. They made it happen.
|
|
|
Why is only studying behaviors a limitation
|
interpretation is difficult and subjective
|
|
|
Observer bias
|
recording events subjectively, inaccurately or unthoroughly
|
|
|
Ethical issues with observing example
|
recording women in a dressing room.
|
|
|
Other qualitative methods (4)
|
1. Depth Interview
2. Word association test 3. Sentence completion tests 4. Protocol analysis |
|
|
Depth interview
|
one-on-one interview to gain insight about what the subject thinks about something or behaves in a certain way
|
|
|
Advantages of Depth Interview
|
More personal
likely to open up more what person says isnt influenced |
|
|
Disadvantages of Depth interview
|
One perspective
no one there the break the ice cost more/takes more time |
|
|
response latency can by informative because
|
if it takes a long time for a product to come to mind it may not be memorable.
|
|
|
short response latency
|
if people have immediate response to word
|
|
|
long response latency
|
people dont have immediate association to the word
|
|
|
Protocol analysis
|
Place people in decision making situation and ask them to verbalize everything they consider when making a decision
|
|
|
common uses for protocol analysis
|
1. purchases involving long time frame and complicated decisions (buying a house)
2. decision that are made quickly (is it informative if done quickly? mktrs debate this) |
