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© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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Presentation on theme: "© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part."— Presentation transcript:

1 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exploratory, Descriptive, and Causal Research Designs Chapter 3, Student Edition MR/Brown & Suter 1

2 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter2 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

3 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter3 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

4 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 1 MR/Brown & Suter4 Exploratory Research Discover ideas and insights Descriptive Research Describing a population with respect to important variables Determining the frequency with which something occurs or the relationship between variables Causal Research Used to establish cause-and-effect relationships between variables

5 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter5 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

6 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 2 MR/Brown & Suter6 Exploratory studies are Typically small scale Very flexible Exploratory research is useful for Helping define the problem Developing hypotheses Gaining familiarity with a problem or opportunity The output of exploratory research is ideas and insights, not answers

7 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter7 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

8 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 3 MR/Brown & Suter8 Literature Search Search of popular press, trade, and academic literature or published statistics from research firms or governmental agencies Depth Interviews Interviews with people knowledgeable about the general subject being investigated Focus Groups Small group interviews relying on group discussion Case Analyses Intensive study of selected examples of phenomenon

9 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 3 MR/Brown & Suter9 Special Note on Focus Groups Focus Groups have two major pitfalls It is easy for managers to see what they expect to see in focus group results Focus groups are one form of exploratory research – it (or any other type of exploratory research) should not be expected to deliver final results or answers to decision problems – yet many managers seem to use them for that purpose

10 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter10 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

11 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter11 Cross-section Study Single point in time measures of a sample selected from a population Longitudinal Analysis Repeated measures, over time, of a fixed sample (panels of people)

12 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter12 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

13 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 5 MR/Brown & Suter13 Continuous panel – Fixed sample of respondents who are measured repeatedly over time with respect to the same variables Discontinuous panel – Fixed sample of respondents who are measured repeated over time with respect to different variables

14 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter14 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

15 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 6 MR/Brown & Suter15 Laboratory Experiment Includes a situation with exact conditions Like a chemistry lab Control of variables other than X or Y is maximized Labs are sterile X variables are manipulated Field Experiment Includes a situation with fluid conditions Like a retail store Control of variables other than X or Y is challenging Store conditions vary X variables are manipulated

16 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter16 1. Describe the major emphasis of each of the three basic types of research design 2. Describe the key characteristics and basic uses of exploratory research 3. Discuss the various types of exploratory research and describe each 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs 5. Explain the difference between a continuous panel and a discontinuous panel 6. Clarify the difference between laboratory experiments and field experiments 7. Distinguish among a standard test market, a controlled test market, and a simulated test market

17 © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 7 MR/Brown & Suter17 Standard Test Market Controlled Test Market Simulated Test Market DefinitionA test market in which the company sells the product through its normal distribution channels An entire test program conducted by an outside service in a market in which it can guarantee distribution A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market ExampleTaco Bell test marketed its Grilled Stuft Burrito in Fresno, CA Behaviorscan from SymphonyIRI Group is a leading supplier of controlled test market services BASES from Nielsen is an industry leader in simulated test markets


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