Chapter 3 Student Edition MRBrown amp Suter 1 Learning Objectives MRBrown amp Suter 2 Describe the major emphasis of each of the three basic types of research design Describe the key characteristics and basic uses of exploratory research ID: 266964
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Slide1
Exploratory, Descriptive, and Causal Research Designs
Chapter 3, Student Edition
MR/Brown & Suter
1Slide2
Learning Objectives
MR/Brown & Suter
2
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide3
Learning Objectives
MR/Brown & Suter
3
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide4
Learning Objective 1
MR/Brown & Suter
4
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 variablesSlide5
Learning Objectives
MR/Brown & Suter
5
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide6
Learning Objective 2
MR/Brown & Suter
6
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 answersSlide7
Learning Objectives
MR/Brown & Suter
7
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide8
Learning Objective 3
MR/Brown & Suter
8
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 phenomenonSlide9
Learning Objective 3
MR/Brown & Suter
9
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 purposeSlide10
Learning Objectives
MR/Brown & Suter
10
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide11
Learning Objective 4
MR/Brown & Suter
11
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)Slide12
Learning Objectives
MR/Brown & Suter
12
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide13
Learning Objective 5
MR/Brown & Suter
13
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
variablesSlide14
Learning Objectives
MR/Brown & Suter
14
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide15
Learning Objective 6
MR/Brown & Suter
15
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 manipulatedSlide16
Learning Objectives
MR/Brown & Suter
16
Describe the major emphasis of each of the three basic types of research design
Describe the key characteristics and basic uses of exploratory research
Discuss the various types of exploratory research and describe each
Discuss the difference between cross-sectional and longitudinal descriptive research designs
Explain the difference between a continuous panel and a discontinuous panel
Clarify the difference between laboratory experiments and field experiments
Distinguish among a standard test market, a controlled test market, and a simulated test marketSlide17
Learning Objective 7
MR/Brown & Suter
17
Standard Test Market
Controlled Test Market
Simulated Test Market
Definition
A 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
Example
Taco 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