chp 4 exploratory and obervational research designs and data collection approaches

third spaces

a place in addition to work and home where individuals may spend extended time

3 major types of research

• exploratory

• descriptive

• casual

objective of exploratory research

to discover ideas and insights to better understand the problem

descriptive resewarch objective

collect info that provides answers to research qustions

casual research objective

test cause and effect relationships between specifically defines marketing variables

quantitative research

research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents

uses formal questions and predetermined response options in questionaires administered to large numbers of respondents

main goals of quantitative research are to obtain information to

1. make accurate predictions about relationships between market factors and behaviors

2. gain meaningful insights into those relationships

3. validate relationships

4. test hypothesis

qualitative research

collection of data in the form of text or images using open ended questions observation or “found” data

in depth interviews

collection method in which a well trained interviewer asks a participant a set of questions in a face to face setting

focus group research

qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher

bulletin board

an inline research format in which participants agree to post regularly over a period of 4 to 5 days

purposive sampling

selecing sample members to study because they possess attributes important to understanding the researh topic

stratified positive sampling

selecting sample members so that groups can be compared

theoretical sampling

selecting sample members based on earlier interviews that suggests that a particular type of participants will help researchers better understand the research topic

earlier interviews suggest potentially interesting participants not i itially considered in the ssampling plan