Chapter 3 Types of Marketing Research

Exploratory Research:
Develops initial hunches or insights, provides direction for any further research, and sheds light on the nature of the situation and identify any specific objectives or data needs
Conclusive or Confirmatory Research:
Verifies insights and aids decision makers in selecting a specific course of action
Exploratory Research has….
comments. Open-ended questions and small sample size
Conclusive Research has…
facts, percentages, objectives, close ended questions and large sample size
What are the types of exploratory research?
Key Informant, focus groups, secondary data, case studies, and observational data
The Key informant technique involves:
involves interviewing knowledgeable individuals
In a focus group interview:
There are 6-12 individuals and an objective discussion leader (or moderator) introduces a topic to a group of respondents and directs their discussion of that topic in a non structured and natural fashion.
Is Secondary data exploratory or conclusive?
Are case studies exploratory or conclusive?
What is a case study?
An in depth examination of a unit of interest
What are possible units in a case study?
Customer, Website, Store, Salesperson, firm
Is the observational method exploratory or conclusive?
The observational method
The observational method involves human or mechanical observation of what people actually do or what events take place during a buying or consumption situation.
What are the types of conclusive research?
Descriptive and experimental
Is descriptive research exploratory or conclusive?
Is experimental research exploratory or conclusive?
Descriptive Research cross sectional studies:
is data collected at a single period in time. There are no follow ups. You keep the results but the information of the people.
Descriptive research involves:
cross sectional and longitudinal studies
Descriptive research longitudinal studies involves:
Repeated measurements taken over a long period of time from a panel group or sample of the unit that is maintained for future measurements
What is a Panel?
It is a sample of units that is maintained for multiple measurements taken during multiple time periods.
What are the two types of panels?
Omnibus and true panels
In an omnibus panel
different subjects are pulled from the panel for each time period
What are the drawbacks in an omnibus panel?
The data is not as reliable
In a true panel
the same subjects are used for the panel every time data is collected
What are the drawbacks in a true panel?
Members sometimes evolve out of the desired study group or are induced by the study to charge their practices thus tainting the data

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