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 – The researcher is trying to determine the problem and will need to do some exploratory work to determine possible solutions.
• A food manufacturer wants to know the demographics of people who purchase organic foods.
Descriptive – The food manufacturer is trying to understand the demographics of the market in order to develop a strategy for selling organic foods.
• A firm is considering hiring American celebrity Paris Hilton to endorse its products.
Casual – The film company is using a celebrity as a stimulus-response to sell a 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 – The airlines uses asymmetrical relationships to determine which price point will cause change in the dependent variable (response) for the in-flight internet service.
• This type of study attempts to discover answers to the following questions: who, what, when, where, or how much.
Descriptive – This type of study provides descriptions of phenomena or characteristics associated with a subject population.
• A manufacturer investigates whether consumers will buy a new pill that replaces eating a meal.
Exploratory – The manufacturer is testing the pill as a way to forma hypothesis to the question.
• 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...