Ch 3: Exploratory, Descriptive, and Causal Research Designs
moderator's guide book
An ordered list of the general (and specific) issues to be addressed during a focus group; the issue normally should move from general to specific
ethnography
The detailed observation of consumers during their ordinary daily lives using direct observations, interviews, and video and audio recordings
moderator
The individual who meets with focus group participants and guides the session
focus group
An interview conducted among a small number of individuals simultaneously; the interview relies more on group discussion than on directed questions to generate data
market testing (test-marketing)
A controlled experiment done in a limited but carefully selected sector of the marketplace
literature search
A search of popular press (newspapers, magazines, and so forth), trade literature, academic literature, or published statistics form research firms or government agencies for data or insight into the problem at hand
hypothesis
A statement that describes how two or more variables are related
dummy table
A table (or figure) with no entries used to show how the results of the analysis will be presented
standard test market
A test market in which the company sells the product through its normal distribution channels
controlled test market
An entire test program conducted by an outside service in a market in which it can be guarantee distribution
sample survey
Cross-sectional study in which the sample is selected to be representative of the target population and in which the emphasis is on the generation of summary statistics such as averages and percentages
case analysis
Intensive study of selected examples of the phenomenon of interest
longitudinal study
Investigation involving a fixed sample of elements that is measured repeatedly through time
cross-sectional study
Investigation involving a sample of elements selected from the population of interest that are measured at a single point in time
casual research
Research design in which the major emphasis is on determining cause-and-effect relationships
descriptive research
Research design in which the major emphasis is on determining the frequency with which something occurs or the extent to which two variables covary
exploratory research
Research design in which the major emphasis is on gaining ideas and insights
laboratory experiment
Research investigation in which investigators create a situation with exact conditions in order to control some variables and manipulate others
field experiment
Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit
experiment
Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the degree to which the dependent variables change
benchmarking
Using orgs that excel at some function as sources of ideas for improvement
discontinuous panel
a fixed sample of respondents who are measured repeatedly over time but on variables that change from measurement to measurement.
continuous panel
a fixed sample of respondents who are measured repeatedly over time with respect to the same variables
simulated test market (STM)
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
depth interviews
interviews with people knowledgeable about the general subject being investigated
