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13 Cards in this Set
- Front
- Back
Exploratory Research
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-collecting information in an unstructured and informal matter
-little is known about that subject -used for: 1. gain background info 2. define terms 3. clarify problems -ex. analyzing databases or reading about demographic trends |
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Descriptive Research
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-refers to a set of methods and procedures describing market variables
-answers: who, what, where, when, how -studies try to describe consumers attitudes, behaviors and intentions -two types 1. cross sectional 2. longitudinal |
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Causal Research
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-allows isolation of causes and effects
-answers the question of why -often called experiments -understanding if X then Y |
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Methods of Exploratory Research
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-secondary data analysis
-experience surveys -case analysis -focus groups -projective techniques |
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Cross-Sectional Studies
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-measures units from a sample of the population at only one point in time
-snapshot of the population at one point in time -ex. sample surveys |
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Longitudinal Studies
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-repeatedly measure the same sample units of a population over time
-often uses a panel |
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Continuous Panels
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-ask different panel members the same question on each panel measurement
-measures changes in customer purchases or attitudes |
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Discontinuous Panel
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-ask different questions from one panel measurement to the next
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Independent Variable
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-researcher has control over and wishes to manipulate
-4 P's |
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Dependent Variable
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-have little or no control over
-ex. net profits, market share ect. |
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Extraneous Variables
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-may have some effect on a dependent variables but are not independent variables
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After-Only Design
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-changing independent variables (location) and then measuring dependent variable (sales)
-tells us nothing because we have to measure sales before the change as well -X O1 |
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Before-After Design
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-measuring dependent, changing independent, and then taking another measurement to see effect
-O1 X O2 |