-Exploratory research- gathering preliminary information that will help define the problem and suggest hypotheses.
-Descriptive research (survey)- generating information to better describe marketing problems, situations, or markets and show associations between variables.
-Casual research- testing hypotheses about cause and effect relationships
-Observational research- can obtain information that people are unwilling or unable to provide. Cannot be used to observe feelings, attitudes and motives, and long-term or infrequent behaviors (EX. Garbageology)
-Survey research gathering primary data by asking people questions about their knowledge, attitudes, preferences and buying behaviors. pros: attitude, preference, intentions. cons: social desirability, memory, respondent time.
-Focus group- involve inviting 6-12 people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. Goldilocks number. Great for multiplicative learning, however can be biased and can be very prone to social desirability bias.
-Online marketing research- collecting primary data online through internet surveys, online focus groups, web-based experiments, or tracking consumers' online behavior. Pros: speed and low cost, lowest cost per respondent of all contact methods, good flexibility and completions rate due to interactivity. Cons: difficulty in controlling sample, getting respondents to participate.
13th Edition•ISBN: 9781305983038David R. Anderson, Dennis J. Sweeney, James J Cochran, Jeffrey D. Camm, Thomas A. Williams 11th Edition•ISBN: 9781337623124Claudia Bienias Gilbertson, Debra Gentene, Mark W Lehman 1st Edition•ISBN: 9781118414705David Besanko, Mark Shanley, Scott Schaefer 7th Edition•ISBN: 9781285165875 (6 more)N. Gregory Mankiw