Exploratory and Observational Research Designs and Data Collection Approaches

A set of flashcards covering key concepts related to exploratory and observational research designs and data collection methods.

Qualitative Research

Research that often uses unstructured or semi-structured techniques to gather insights about consumer behaviors and contexts.

Quantitative Research

Research that utilizes structured methods such as surveys to collect numerical data and perform statistical analysis.

Exploratory Research

Research aimed at discovering insights and ideas to better understand a research problem.

Descriptive Research

Research designed to provide accurate accounts of characteristics of a population or phenomenon.

Predictive Research

Research focused on understanding relationships between defined marketing variables to make forecasts.

In-Depth Interview (IDI)

A qualitative research method that uses trained interviewers, semi-structured questions, and face-to-face interactions.

Focus Group Interviews

A qualitative data collection method that involves small groups discussing a topic led by a moderator.

Content Analysis

A systematic review of qualitative data to identify themes and categorize responses.

Ethnography

A qualitative research method that studies social and cultural influences on behavior in natural settings.

Netnography

An observational research technique extending ethnography concepts to internet communities.