Chapter 2: The Marketing research process

Descriptive research

Answers the questions who, what, when, where, and how in describing the characteristics of consumers, brands, and other marketing phenomena. (answers scientific questions through observation)

temporal sequence

an appropriate causal order of events, simply means that the cause must precede or occur at the same time as the effect (condition for causality in which the cause precedes the effect)

What are the two conditions in determining cause and effect in Causal research?

1- Temporal sequence 2- Concomitant variation

What are the methods of exploratory research?

1. Secondary research 2. Focus groups 3. in-depth interviews 4. Case studies 5. Pilot studies

Descriptive research findings _______________ be used to prove causality.

Can't

To determine if one variable causes another researchers use _______________

Causal research (Care has to be taken to insure that the relationship is truly a cause-and-effect and not just a coincidence)

research hypothesis

Expected research outcome that seems reasonable in light of existing information (States the actual prediction of a relationship)

What is the difference between Exploratory research, Descriptive research and Causal research?

Exploratory research: - is used when there is no or limited information about a situation or a particular problem. -it is designed for managers not for making decisions, but rather in the development of further research or to better understand the situation. - Is often used in the first stage of a more comprehensive research study. Descriptive research: - Is used when there is a good understanding of a problem or situation. - Seeking more information to make a more informed decision. - the most frequently used type of research. Causal research: The goal of causal research is to control or eliminate all other possible causes of an effect except the one being studied.

How do we test aspects of research methodology, such as sampling and data collection procedures?

Pilot studies might be used some times

Exploratory Research

Preliminary examination of a problem or situation to identify parameters to be studied further or to define the research problem itself. It also can provide information that can be used to develop Hypotheses

Causal research:

Research used to determine cause-and-effect relationships between variables

pilot studies

an abbreviated (shortened) study with a limited number of respondents designed to provide information to the researcher useful in developing a larger, more definitive study

cognitive dissonance (buyers remorse)

an unpleasant state that arises when a person recognizes the inconsistency of his or her actions, attitudes, or beliefs. (one method of alleviating buyer's remorse is when costumers go to product review pages after purchasing the product)

Spurious association:

apparent cause-and-effect relationship between two variables that is actually caused by other factors

Concomitant variation:

condition for causality in which the two items thought to be linked in a causal relationship vary or change together and in the direction hypothesized