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23 Cards in this Set
- Front
- Back
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Exploratory Research Uncertainty |
Highly ambiguous |
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Exploratory key research statement |
Research Question |
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When is Exploratory Research conducted |
Early stage of decision making |
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Exploratory Research approach |
Unstructured |
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What type of marketing research should I use for this? "our sales are declining for no apparent reason" "what kinds of new products are fast food customers interested in?" |
Exploratory Research |
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Exploratory Research Result Nature |
Discovery oriented, productive but still speculative. often in need of further research |
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Descriptive research uncertainty |
Partially defined |
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Descriptive research Key Research Statement |
Research question |
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When is Descriptive research conducted? |
in the later stages of decision making |
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Descriptive research approach |
Structured |
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What type of marketing research is this? "what kind of people patronise our stores compared to our primary competitor?" |
Descriptive Research |
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Nature of Descriptive Research Results |
can be confirmatory although more research is sometimes still needed. results can be managerially actionable |
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causal research uncertainty |
clearly defined |
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causal research key research statement
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research hypothesis |
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when is causal research conducted? |
late decision making |
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causal research approach |
highly structured |
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what type of research would answer this? "will consumers buy more products in a blue package?" |
Causal |
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what type of research would answer this? "which of two advertising campaigns will be more effective?" |
Causal |
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Whats a Causal Research Example |
"will consumers buy more products in a blue package?" "which of two advertising campaigns will be more effective?" |
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Whats a Descriptive Research Example |
"what kind of people patronise our stores compared to our primary competitor?" "what product features are more important to our customers?" |
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Whats a Exploratory Research Example |
"our sales are declining for no apparent reason" "what kinds of new products are fast food customers interested in?" |
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What type of marketing research is this "what kinds of new products are fast food customers interested in?" |
exploratory |
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what type of marketing research is this? "what product features are more important to our customers?" |
Descriptive |
