Exploratory, Descriptive, and Causal Research Designs
Exploratory, Descriptive, and Causal Research Designs
Exploratory, Descriptive, and Causal Research Designs
Descriptive, and
Causal Research
Designs
Learning Objectives
Descriptive
Causal
Source:
evolvedmarketingconcepts.com
Exploratory Research
Purposes
Diagnosing a situation
Screening alternatives
Discovering new ideas
& insights
Produce hypotheses
An exploratory research
approach entails the use of
surveys, case studies,
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information from other
studies, and qualitative
analyses.
The key characteristics and basic
uses of exploratory research
Exploratory studies are
Typically small scale
Very flexible
Developing hypotheses
Case Analyses
Intensive study of selected examples of phenomenon
Special Note on Focus Groups
Sentence completion
method
Role-playing technique
frustration
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Descriptive Research
Purposes
Describe characteristics of group
Determine proportion of people or population
who act a certain way
Make predictions
Determining the frequency with which
something occurs or the relationship between
variables
Descriptive research approach uses information from
other studies, panels, analyses, and observation.
Descriptive Research
Types
Longitudinal
Continuous panels
AKA true panels
Kroger’s card
Discontinuous panels
AKA omnibus panels
Land’s End
Cross-sectional
Cross-section Study
Single point in time measures of a
Experiments
Laboratory experiments
Field experiments
Laboratory Experiment Field Experiment
Includes a situation Includes a situation
manipulated
Market Testing
What is market testing?
“Controlled experiment
done in a limited but
carefully selected sector of
the marketplace”
Key Issues
Cost
Time
Control
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Market Testing
Three types of market testing
Standard test market
Pros/cons
Controlled test market
Pros/cons
Simulated test market
Pros/cons
Standard Test Controlled Test Simulated Test
Market Market Market
Definition A test market in An entire test A study in which
which the company program conducted consumer ratings
sells the product by an outside service and other
through its normal in a market in which information are fed
distribution channels it can guarantee into a computer
distribution model that then
makes projections
about the likely level
of sales for the
product in the
market
Example Taco Bell test Behaviorscan from BASES from Nielsen
marketed its Grilled SymphonyIRI Group is an industry leader
Stuft Burrito in is a leading supplier in simulated test
Fresno, CA of controlled test markets
market services