Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem
Conducted to identify cause and effect relationships
Uncertainty Influences The Type Of Research COMPLETELY CERTAIN ABSOLUTE AMBIGUITY CAUSAL OR DESCRIPTIVE EXPLORATORY
Degree of Problem Definition Exploratory Research Descriptive Research Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “ Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?” “ Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?” possible situation
Problem discovery Problem definition (statement of research objectives) Secondary (historical) data Experience survey Pilot study Case study Selection of exploratory research technique Selection of basic research method Experiment Survey Observation Secondary Data Study Laboratory Field Interview Questionnaire Selection of Sample Design Sampling Probability Nonprobability Collection of data (fieldwork) Editing and coding data Data processing Interpretation of findings Report Data Gathering Data Processing and Analysis Conclusions and Report Research Design Problem Discovery and Definition
Research program – firm’s overall strategy for utilizing business research. Places each research project into company’s strategic plan.
Assignment for Chapter 7: Exploratory Research and Qualitative Analysis
Using the Ingram Library Databases, Pull and Read the Article, “A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned,” by Deborah J. Webb and Lois A. Mohr in the Journal of Public Policy and Marketing, Fall 1998, Volume 17, Issue 2.