Term
| what are the two types of primary data you can collect? |
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Definition
qualitative & quantitative
qualitative: to gain an understanding of underlying reasons, sample SMALL number (NON REPRESENTATIVE), data collection is unstructured and non-statistical
quantitative: to quantify data and generalize results to ultimately make a final recommendation, sample LARGE number (REPRESENTATIVE), data collection is structured and statistical |
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Term
| what are the two types of qualitative research? |
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Definition
Direct (non-disguised) and Indirect (disguised)
Direct = subjects are aware of the observation (focus groups & depth interviews)
Indirect = subjects are unaware of the observation (association, completion, construction, or expressive techniques) |
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Term
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Definition
Natural = Depends on the degree to which the situation to be observed will be "set up" rather than occurring without intervention from the research
Contrived = setting is usually set up by the researcher |
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Term
| what are two types of direct (non-disguised) research? |
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Definition
focus groups & depth interviews
focus groups: usually 8 - 12 people, want homogenous groups because that makes it easier to draw conclusions w/o conflicts, a relaxed and informal atmosphere, 1-3 hours, need a good moderator who can observe well and manage personalities of group
depth interviews: usually done with a laddering test (interviewer tries to move interviewee from product characteristics to user characteristics, feature -> functional benefit -> higher order benefit -> emotional benefit) |
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Term
| what are some advantages and disadvantages of online focus groups? |
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Definition
advantages: geographical constraints aren't an issue, easier to recruit people who don't usually participate (doctors, lawyers), no facility to arrange so cost is much lower
disadvantages: can only participate if you have internet access, lack of control over the respondent's environment, physical products cannot be touched/smelled |
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Term
| what is ethnographic research? |
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Definition
| researchers study people in their natural environment (where they live, work, shop, play). The ethnographer interacts w/ consumers through participation, observation, and dialogue to uncover their beliefs |
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Term
| what is in-market research? |
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Definition
| consumers are asked to visually represent the attributes they value in their vehicles, consumers were told in advance to create a portfolio reflecting these vehicle qualities, met in a group and compiled everything in a comprehensive set of attributes and impressions of the vehicle |
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Term
| how should you gather research about the campus athletic center? |
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Definition
First, gather qualitative research about peoples' likes/dislikes about the athletic center.
Then take that data and develop quantitative research (maybe a survey asking about the more important topics found from the qualitative research) |
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Term
| name 4 types of survey methods |
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Definition
Telephone (traditional or computer-assisted)
Personal (in-home, mall intercept)
Mail (mail interview, mail panel)
Electronic (e-mail, internet) |
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Term
| which type of survey method gives the most flexibility of data collection? |
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Definition
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Term
| give an example of why the quantity of data collected is important for selecting a survey method |
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Definition
| if you know a client won't make a deciszion unless they have 1,000 survey responses, you'd probably want to do an online survey |
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Term
| which type of survey method allows for the most anonymity? |
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Definition
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Term
| why is social desirability an issue when selecting a survey method? |
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Definition
| a respondent may feel they have to give the socially desirable answer with an in-person interview, electronic survey may be best to eliminate this |
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Term
| what's the most important basic information to know about types of survey methods? |
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Definition
1) electronic surveys are cheaper, faster, and good for anonymity
2) in-person interviews are good for flexibility of questions |
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Term
| Structured vs. Unstructured |
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Definition
Structured: tell people exactly what's being tested
Unstructured: don't necessarily tell subjects what they're there to do, often times with unstructured the problem hasn't been defined |
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