Research Methods Comparison Tool AMA
Research Methods Comparison Tool AMA
Research Methods Comparison Tool AMA
Use this tool to understand the different types of research design and the research methods that will wo
1. Review the "Research Methods Map" tab to learn how the 3 types of research design and their corres
2. Gain a deeper understanding of the types of research design and various research methods in the "R
3. After evaluating the aspects of each design & method, rank the research methods listed on a scale of
a. Alignment with study objectives - How well does the research 'Use Case' align with your research
(1= not at all; 10= highly compatible)
b. Influence of considerations on study - How much of an affect will the 'Considerations' have on your
(1= will have a large impact ; 10= will have minimal impact)
c. Budget fits with cost analysis - How does your market research budget fit into the 'Cost Analysis' a
(1= does not fit into budget; 10= fits perfectly into budget)
4. Once you have completed your rankings, use the Overall Method Fit Score (out of 30) to help you de
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Research Methods Comparision Tool
Literature Review
In-Depth Interview
Exploratory Research
Focus Group
Case Analysis
Continuous Panel
Longitudinal
Discontinuous Panel
Descriptive Research
Cross-Sectional Sample Survey
Laboratory Experiment
Experiment
Field Experiment
Causal Research
Standard Test Market
Exploratory Research
Organizing a small group Commonly used to engage Group environments can lead
discussion with a facilitator respondents in discussion to allow respondents to answer differently
Focus Group Qualitative (moderator) to obtain perspectives the peer affect to occur (bouncing than they would in a one-on-one $$$
on your problem; Most commonly ideas off of each other to create discussion due to the "peer"
used method grander ideas) pressure nature
Descriptive Research
Cost
Method Type Description When to Use Considerations
Associated
Surveying a representative
Utilize this method when you are Must consider the cost of surveys,
Quantitative; sample of a target population to
looking to target a specific which can include preparation,
Sample Survey Cross- produce generalizations of the $$$$$
population to generate statistically hiring specialists, analytical
Sectional target population (averages,
significant data techniques, etc.
percentages, etc.)
Causal Research
Cost
Method Type Description When to Use Considerations
Associated
When you want to almost certain
Involves creating a situation with There is very little realism related
that the manipulated variables are
Laboratory Quantitative; controlled variables & manipulated to this method and, therefore, can
producing the outcomes you are $$$$
Experiment Experiment variables to observe participant rarely be generalized for an entire
observing, this method will work
behavior population
best
Literature Review 8 9 10
In-Depth Interview 7 9 8
Focus Group 2 9 7
Case Analysis 7 9 3
Continuous Panel 1 1 8
Discontinuous Panel 1 10 9
Sample Survey 7 3 7
Laboratory Experiment 7 4 9
Field Experiment 7 4 3