Consumer Behavior Research Methods
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Definitions

Research Design - Different Approaches

  • Explanatory studies look for explanations of the nature of certain relationships

    • Hypothesis testing provides an understanding of the relationships that exist between variables

    • Here, we are interested in causal relationships!

  • Descriptive research seeks to provide an accurate description of observations of phenomena.

    The objective of much descriptive research is to map the terrain of a specific phenomenon
    “What similarities or contrasts exist between A and B?“

     

  • What is exploratory research?

    • The exploration of new phenomena in this way may help the researcher’s need for better understanding, may test the feasibility of a more extensive study, or determine the best methods to be used in a subsequent study

    • Exploratory research might involve a literature search or conducting qualitative interviews or focus group interviews.

 

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