Exploratory Research Design

1. Exploratory Research Design Secondary Data Qualitative Research Survey & Observation Experiments Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

2. Primary data: originated by the researcher for the specific purpose addressing the research problem Secondary data: data collected for some other purpose than the problm at hand Primary vs. Secondary data Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

3. Identifying the problem Better define the problem Develop and approach to the problem Formulate an appropriate research design Answering certain research Qs and test some hypotheses Interpret primary data more insightfully Rule: Examination of available SD is a prerequisite to the collection of primary data. Start with SD; collect PD only after the SD source yield marginal returns Advantages and uses of SD Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

4. Specifications/Methodology Data collection method Response rate Quality of data Sampling technique Sample size Questionnaire design Field work Data analysis Data should be systematic, valid, and generalizable to the problem at hand. Error/Accuracy Examine errors in: Approach, Research design, Sampling, Data collection, Data analysis and Reporting Assess accuracy by comparing data from different sources. Currency Time lag between collection and publication. Frequency of updates Census data is periodically updated by syndicated firms Criteria for evaluating SD Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

5. Objective: Why were the data collected, i.e. determine the relevance of the data Nature: Definition of key variables, units of measurement, categories used, relationships examined, i.e. reconfigure the data to increase their usefulness if possible. Dependability: Expertise, credibility, reputation, and trustworthiness of the source, i.e. Data should be obtained from an original rather than an acquired source Criteria for evaluating SD Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

6. Internal Ready to use Requires further processing External Published materials guides directories indexes nongov’t statistical data Census data Computerized databases Online/offline, internet DB, bibliograhic DB Syndicated services surveys panels scanner services audits industry services Classification of SD Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

7. A classification of Marketing research data Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

8. Qualitative research An unstructured, exploratory research methodology based on small samples that provide insights and understanding of the problem setting Quantitative research A research methodology that seeks to quantify the data and, typically applies some form of statistical analysis Qualitative research procedures: Direct, indirect Focus group: an interview conducted by a trained moderator, a small group, unstructured Association technique word associations Completion techniques sentence completion story completion Construction techniques picture response cartoon test Expressive techniques Primary Data: Qualitative versus Quantitative Research Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

9. Focus Groups, Depth Interviews, projective techniques Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

10. Qualitative versus Quantitative Research Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

11. Survey: A structured questionnaire given to respondents and designed to elicit specific information Structured data collection: Use of formal questionnaire that presents questions in a prearranged order Fixed-alternative questions: Respondents are required to choose from a set of predetermined answers Survey Methods: Telephone; traditional, computer-assisted Personal interviewing; In-home, Mall Intercept, computer-assisted Mail Interviewing; mail, mail panel Electronic Intrvieweing; E-mail, Internet Descriptive Research Design: Survey & Observation Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

12. Observation: the recording of behavioral patterna of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest Structured observation: observation techniques where the researcher defines the behavior to be observed and the methods by which they will be measured Unstructured observations: A researcher monitors all aspects of the phenomenon without specifying the details in advance Natural observations: observing behavior as it takes place in the environment Contrived observation: the behavior is observed in an artificial environment Disguised vs. undisguised observation Descriptive Research Design: Survey & Observation Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

13. Causality: Ordinary meaning and scientific meaning: Ordinary: X is the only cause of Y X must always lead to Y It is possible to prove that X is a cause of Y Scientific: X is only one of a number of possible causes of Y The occurence of X makes the occurence of Y more probable We can never prove the X is a cause of Y. At best we can infer that X is a cause of Y Causal Research Design: Experimentation Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

14. Causal Research Design: Experimentation • Concomitant Variation: The extent to which a cause X and an effect Y occur together is predicted by the hypothesis under consideration • Purchase of Fashion Clothing Y is influenced by education X • The absence of initial evidence of concomitant variation does not imply there is no causation Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

15. Can we prove high education cause high purchase? Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

16. What about Income? Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

17. The causing event must occur either before or simultaneously with the effect. It cannot occur afterwards! An effect cannot be produced by an event that occur after the effect has taken place! But: A variable can be both the cause and the effect in a causal relationship! Customer who shop frequently in a store is likely to have a credit card for that store. Also customers who have the card is likely to shop there more frequently Time order of occurence of variables Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

18. Independent variables (treatments) (iv) are variables that are manipulated by the researcher and whose effects are measured and compared. These can be price levels, package designs, advertising themes, etc. Test unit are individuals, organizations, or other entities whose response to the independnt variables or treatments is being examined. Test units may include consumers, stores, geographic areas Definitions and Concepts Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

19. Dependent variables (dv) are the variables that measure the effect of the independent variable on the test unit. These variables may include, sales, profits, market share, brand, consumer choice, intentions to buy, etc. Extraneous or confounding variables are all variables other than the independent variables that affect the response of the test units. These variables can confound the dv. measures in a way that weakens or invalidates the results, e.g. store size, location, competitive effort. These variables have to be controlled for! Definitions and Concepts Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

20. Definitions and Concepts • Experiment is formed when the researcher manipulates one or more iv. and measures their effect on one or more dv. while controlling for the effect of confounding variables • Experimental design is a set of procedures specifying • the test units and how they are to be divided into homogeneous subsamples • what iv is to be manipulated • what dv are to be measured • how the confounding variabls are to be controlled Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

21. Validity • Internal validity is a measure of accuracy of an experiment. It measures whether an iv actually causes the effects on the dv • External validity determines whether the cause-and-effect found in the experiment can be generalized Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

22. History: events that are external to the experiment but occur a the same time Maturation: changes in the test unit due to passage of time Testing effect: main testing effect interactive testing effect Main testing effect: when a prior observation affects the latter. Affects the internal validity interactive testing effect: prior measurement affects the test unit’s response to the iv. Affects the external validity Confounding variables Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

23. Statistical regression: when respondents with extreme scores move closer to the average, i.e. the change in attitude is attributable to statistical regression rather than the treatment Selection bias: Improper assignment of test units to treatment Mortality: loss of a test unit while the experiment is in progress Confounding variables Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

24. Controlling confounding variables • Randomization • Matching • Statistical control: measuring the confounding variable and adjusting for their effects • Design control Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

25. Classification of experimental designs One-shot case study One group pre-posttest Static group Pretest-posttest control group Posttest-only control group Solomon Four group Time Series Multiple Time Series Randomized Blocks Latin Square Factorial Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

26. Preexperimental design do not control for confounding factors by randomization True experimental designs the researcher can randomly assign test units to experimental groups and assign treatment randomly to experimental groups quasi-experimental design is like the true experimental design BUT without full experimental control Classification of experimental designs Företagsakademin, Henriksgatan 7 FIN-20500 Åbo

27. Limitations of experimentation • Time • Cost • Administration • Application: Test marketing • controlled test market • simulated test market Företagsakademin, Henriksgatan 7 FIN-20500 Åbo