Professional Documents
Culture Documents
Research Designs
Source:
evolvedmarketingconcepts.com
Three types
Exploratory
Descriptive
Causal
Exploratory Research
Purposes
Diagnosing a situation
Screening alternatives
Discovering new ideas
Produce hypotheses
Source: www.triblocal.com
Exploratory Research
Types
Literature search
In-depth interview
First step
With whom?
Advantages
Disadvantages
Focus groups
What is it?
Advantages
Disadvantages
Source:
www.money.cnn.com
Exploratory Research
Case Analyses
Ethnography
Projective Techniques
Word association tests
Sentence completion
method
Role-playing technique
Thematic apperception
test
Cartoon tests/ picture
frustration
Source: www.withfriendship.com
Descriptive Research
Purposes
Descriptive Research
Types
Longitudinal
Continuous panels
Discontinuous panels
Cross-sectional
Causal Research
Purpose
Experiments
Laboratory experiments
Field experiments
Market Testing
What is market
testing?
Key Issues
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Controlled experiment
done in a limited but
carefully selected
sector of the
marketplace
Cost
Time
Control
Market Testing
Pros/cons
Pros/cons
Pros/cons