The Time Dimension Cross-sectional Longitudinal O Copy rights reserved, Zou Deqiang
16 16 © Copy rights reserved, Zou Deqiang The Time Dimension Cross-sectional Longitudinal
Exploratory(Qualitative) Research Research techniques that generate insights for future, more rigorous studies >In-depth interview: one-on-one discussions with consumers Focus group: a product-oriented discussion among a small group of consumers Projective techniques: participants respond to some object Case study: comprehensive examination of a particular firm Ethnography: Marketers visit homes or participate in consumer activities to learn how products are used O Copy rights reserved, Zou Deqiang
17 17 © Copy rights reserved, Zou Deqiang Exploratory (Qualitative) Research • Research techniques that generate insights for future, more rigorous studies ¾ In-depth interview: one-on-one discussions with consumers ¾ Focus group: a product-oriented discussion among a small group of consumers ¾ Projective techniques: participants respond to some object ¾ Case study: comprehensive examination of a particular firm ¾ Ethnography: Marketers visit homes or participate in consumer activities to learn how products are used
Descriptive Studies food&family Descriptions of Tell Us Your Thoughts About Our Stickers! population characteristICS Estimates of frequency of) tnatisitrken tt mark out Irra nenes i characteristics Discovery of associations s Dapu neT make nt you ta lany among variables O Copy rights reserved, Zou Deqiang
18 18 © Copy rights reserved, Zou Deqiang Descriptive Studies Descriptions of population characteristics Descriptions of population characteristics Estimates of frequency of characteristics Estimates of frequency of characteristics Discovery of associations among variables Discovery of associations among variables
Causal research Cause-and-effect relationships: a change in one thing causes a change in something else >Independent(cause)VS dependent (change in outcome variables >Experiments: test predicted relationships among variables in a controlled environment Prediction: marketing action O Copy rights reserved, Zou Deqiang
19 19 © Copy rights reserved, Zou Deqiang Causal Research • Cause-and-effect relationships: a change in one thing causes a change in something else ¾Independent (cause) vs. dependent (change in outcome) variables ¾Experiments: test predicted relationships among variables in a controlled environment ¾Prediction: marketing action
Causal studies Evidence of Causality Covariation between A and B THE FAMILY CIRCUS Time order of events No other possible causes of b I wish they didn't turn on that seatbelt sign so much! Every time they do it gets bumpy. O Copy rights reserved, Zou Deqiang
20 20 © Copy rights reserved, Zou Deqiang Causal Studies Covariation between A and B Covariation between A and B Time order of events Time order of events No other possible causes of B No other possible causes of B Evidence of Causality