University of Phoenix Material
Understanding Business Research Terms and Concepts: Part 2
Which type of research design— exploratory, descriptive, or causal—is appropriate for the following examples? Explain why.
The goal of this research is to discover the real nature of the problem and to suggest new possible solutions or new ideas. Exploratory- more facts are gathered through research to shape a hypothesis
A food manufacturer wants to know the demographics of people who purchase organic foods. Descriptive- The food manufacturer is looking for specific characteristics toshape a marketing strategy for organic food.
A firm is considering hiring American celebrity Paris Hilton to endorse its products. Casual- a firm is looking for a celebrity endorser and conducts research to determine if the person is best fit to represent the product.
British Airways would like to test in-flight Internet services on one of its regular flights from New York to Tokyo. The company charges $30 one week and $15 the next week. Casual- because the discounted price is different for internet service.
This type of study attempts to discover answers to the following questions: who, what, when, where, or how much. Descriptive- it reflects how much and how often a consumer purchases a product. Its covers a vast range of characteristics such as gender, name, race, age and education.
A manufacturer investigates whether consumers will buy a new pill that replaces eating a meal. Exploratory- The Company might use surveys to generate information on how the public may respond to replacing a meal with a pill.
Cosmopolitan magazine sends out a cover in selected markets featuring a female model to half of its readers and a cover with a female and male model to the other half of its readers to test differences in purchase response between the two groups. Casual- the company is investigating if public prefers one single female or female/male combo on the cover of...
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