research

Primary Research

Research conducted in the present that involves collecting new data.

Secondary Research

Research based on past data that has already been collected and analyzed.

Qualitative Research

Research that focuses on directional findings and insights, usually involving open-ended questions.

Quantitative Research

Research that provides numerical data that can be statistically analyzed and projected.

Exploratory Research

Research conducted to discover insights and relationships or to understand product appeal. (Case studies, qualitative analysis, focus groups, and interviews.)

Descriptive Research

Research aimed at describing behaviors and preferences within a target segment. (Surveys and observational studies.)

Causal Research

Research used to determine cause-and-effect relationships between variables. (Controlled experiments, A/B testing, and test markets.)

Projective Techniques

Qualitative methods, such as word association and role-playing, used to uncover deeper insights.

Credible Secondary Source

A source that is peer-reviewed and provided by reputable organizations, citing reliable data.

Research Proposal

A document outlining the objectives, methodology, target population, timeline, and expected outcomes of a research study.

Screening Section in a Survey

Part of the survey that qualifies respondents based on specific demographic or behavioral criteria.

Census

A survey that includes every member of a total population.

Sample

A subset of the total population that is surveyed to gather data.

Confidence Level

The degree of certainty that the results from a sample accurately reflect the true population.

Margin of Error

The range of uncertainty around a survey's findings, often expressed as a percentage.

Ordinal Response Options

Survey response options that have a ranked order, such as 'satisfied,' 'neutral,' and 'dissatisfied.'

Interval Response Options

Survey response options that are on a numeric scale, allowing for comparison of differences. (rate satisfaction)

Categorical Response Options

Discrete groups or categories used as response options in surveys. (why do you like chapman…)

Leading Questions

Questions that are biased and suggest a particular answer, potentially influencing respondents.

Mystery Shopping

A method of measuring customer service quality by having individuals pose as customers.

Moderator's Guide

A structured outline used by facilitators to steer qualitative group discussions.

What do "N" and "n" represent in research

"N" is the total population, while "n" is the sample size.

What is the purpose of a screening section in a survey?

To qualify respondents based on demographic or behavioral criteria.

What are the different types of response options in surveys?

Ordinal (ranked), interval (scaled), categorical (distinct groups), ratio (fixed number)

What are the two types of observational studies?

Direct (natural observation) and contrived (artificial setting).

What are examples of probing techniques in qualitative research?

Silent acknowledgment, laddering, and elaboration prompts.

What are examples of qualitative research methodologies?

Focus groups, in-depth interviews (IDIs), dyads, triads, mini groups.