Exploratory and Observational Research Designs and Data Collection Approaches

These flashcards cover key vocabulary terms related to exploratory and observational research designs, their methodologies, and data collection approaches.

Exploratory Research

A research design used to discover ideas and insights to better understand a problem.

Descriptive Research

Research aimed at collecting information that answers research questions and helps identify trends.

Predictive Research

Research focused on testing relationships between specifically defined marketing variables.

Qualitative Research

Research that primarily collects non-numerical data, such as text, images, and audio, to gain insights into consumer behaviors.

Quantitative Research

Research involving formal questionnaires and numerical data collection to make predictions and validate relationships.

In-Depth Interview (IDI)

A qualitative research method involving detailed interviews conducted by trained interviewers.

Focus Group Interviews

Research method that gathers small groups for interactive discussions to gain insights about a topic.

Projective Techniques

Indirect questioning methods designed to reveal a person's true thoughts and feelings about a subject.

Ethnography

A qualitative research method focused on understanding how social and cultural influences affect behavior and experiences.

Observation Research

Research method that observes and records behavioral patterns of objects, people, events, and phenomena.

Social Media Monitoring

Observational research analyzing conversations on social media to gather consumer insights.

Netnography

An observational research technique that applies ethnographic methods to the online environment.