Exploratory, Descriptive, and Causal Research Designs
3
Exploratory, Descriptive, and Causal Research Designs
26
32400_ch03.indd 26 6/16/11 8:23 PM
© ISTOCKPHOTO.COM/BART COENDERS
POLL QUESTION:
Focus groups are sufficient research tools for most decision problems.
ST RONG LY DI SAGR E E
1
2
3
4
5
STR ONGLY AGR E E
Learning Objectives 1. Describe the major emphasis of each of the three basic types of research design. 2. Describe the key characteristics and basic uses of exploratory research. 3. Discuss the various types of exploratory research and describe each. 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs.
5. 6. 7.
Explain the difference between a continuous panel and a discontinuous panel. Clarify the difference between laboratory experiments and field experiments. Distinguish among a standard test market, a controlled test market, and a simulated test market.
INTRODUCTION
A research design is the framework or plan for a study used as a guide in collecting and analyzing data. There are three basic types of research design: exploratory, descriptive, and causal. In this chapter, we’ll discuss these types of research design, give some examples, and note when each might be important.
TYPES OF RESEARCH DESIGN
The names of the three types of research design describe their purpose very well. The goal of exploratory research is to discover ideas and insights. Descriptive research is usually concerned with describing a population with respect to important variables. Causal research is used to establish cause-and-effect relationships between variables. Experiments are commonly used in causal research designs because they are best suited to determine cause and effect. The popular crime investigation television shows (e.g., CSI: Crime Scene Investigation) provide a fairly good illustration of the three types of research
design. These shows usually begin with a crime that must be investigated (an unplanned change has
Exploratory, Descriptive, and Causal Research Designs
26
32400_ch03.indd 26 6/16/11 8:23 PM
© ISTOCKPHOTO.COM/BART COENDERS
POLL QUESTION:
Focus groups are sufficient research tools for most decision problems.
ST RONG LY DI SAGR E E
1
2
3
4
5
STR ONGLY AGR E E
Learning Objectives 1. Describe the major emphasis of each of the three basic types of research design. 2. Describe the key characteristics and basic uses of exploratory research. 3. Discuss the various types of exploratory research and describe each. 4. Discuss the difference between cross-sectional and longitudinal descriptive research designs.
5. 6. 7.
Explain the difference between a continuous panel and a discontinuous panel. Clarify the difference between laboratory experiments and field experiments. Distinguish among a standard test market, a controlled test market, and a simulated test market.
INTRODUCTION
A research design is the framework or plan for a study used as a guide in collecting and analyzing data. There are three basic types of research design: exploratory, descriptive, and causal. In this chapter, we’ll discuss these types of research design, give some examples, and note when each might be important.
TYPES OF RESEARCH DESIGN
The names of the three types of research design describe their purpose very well. The goal of exploratory research is to discover ideas and insights. Descriptive research is usually concerned with describing a population with respect to important variables. Causal research is used to establish cause-and-effect relationships between variables. Experiments are commonly used in causal research designs because they are best suited to determine cause and effect. The popular crime investigation television shows (e.g., CSI: Crime Scene Investigation) provide a fairly good illustration of the three types of research
design. These shows usually begin with a crime that must be investigated (an unplanned change has