1. Survey of experts
Pilot surveys
Methods
Secondary data analyzed in qualitative way
Data reduction Qualitative research
Data display
Analysis of Qualitative Data Secondary Data
Conclusion drawing and verification
Exploratory RD (ERD)
Qualitative Data
Marketing Research Data Survey Data
Descriptive
Observational and other data
Focus Group Direct (non-disguised) Primary Data Quantitative Data
Depth Interviews Experimental Data
Causal
Word Association
Association Techniques Single Cross-Sectional Design
Respondents are asked to Cross-Sectional Design (CSD)
interpret the behavior of others Multiple Cross-Sectional Design
Sentence Completion (indirectly their own motivations,
Completion Techniques beliefs, attitudes, or feelings into Longitudinal Design (LD)
Story Completion Qualitative Research Procedures
the situation)
Picture Response Non Direct (disguised) CSD vs LD
Descriptive Research (DR)
Cartoon Test Construction Techniques Conclusive RD (CRD)
Projective Techniques Secondary data analysis as opposed to a qualitative manner
Role Playing
Methods of DR Surveys
Third-person Techniques Expressive Techniques Classification
Panelis
Observational and other data
To gain a qualitative understanding of the underlying reasons and motivations
Qualitative
Causal Research (CR)
Objective
To quantify the data and generalize the results from the sample to the population of interest MARKETING
Quantitative RESEARCH ERD: provide insights and understanding
Objective
DESIGN (RD) CRD: test specific hypotheses and examine relationships
Small number of non-representative cases
Qualitative
ERD: define only closely
Sample Information
Large number of representative cases CRD: clearly defined
Quantitative
ERD: flexible & unstructured
Unstructured Research process
Qualitative CRD: formal & structured
Data Collection Qualitative VS Quantitative Research Characteristics
Structured ERD: small & non-representative
Quantitative ERD VS. CRD Sample
CRD: large & representative
Non-statistical ERD: qualitative
Qualitative
Analysis of primary data
Data Analysis CRD: quantitative
Statistical
Quantitative
ERD: tentative
Results/findings
Develop an initial understanding CRD: conclusive
Qualitative
ERD: followed by further exploratory or conclusive research
Outcome Outcome
Recommend a final course of action CRD: findings used as input into decision making
Quantitative
Secondary Data Analysis
Surrogate Information Error ERD
Focus Group
Measurement Error
Population Definition Error Researcher Error 1 DR
CRD
Sampling Frame Error CR
Data Analysis Error DR
Alternative Research Designs CRD
Respondent Selection Error Response Error Potential Sources of Error 2 CR
Non-sampling Error in Research Designs
Questioning Error
Interviewer Error Total Error
Recording Error DR
CRD
Cheating Error CR
3 Secondary Data Analysis
Inability Error
Respondent Error ERD
Unwillingness Error Focus Group
Non-response Error
Random Sampling
week 2 exploratory research design.mmap - 07/04/2011 - Mindjet