CSU DM 272 - Chapter 1: Continued (2) (2 pages)

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Chapter 1: Continued (2)



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Chapter 1: Continued (2)

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Empirical Research


Lecture number:
3
Pages:
2
Type:
Lecture Note
School:
Colorado State University- Fort Collins
Course:
Dm 272 - Consumers in the Marketplace

Unformatted text preview:

DM 272 1st Edition Lecture 3 Outline of Last Lecture I Consumer Research Methods a Observation b Surveys and Interviews c Experimentation II Other Research Methods Outline of Current Lecture I Types of Empirical Research II Quantitative Research III Qualatative Research Current Lecture Types of Empirical Research Empirical research is a way of gaining knowledge through direct observation or experience o Primary Research Method Types of empirical research o Quantitative o Qualitative Quantitative Research Research methods include observations surveys and experiments o Number based Statistical tests used for analyses More objective and enable marketers and researchers to predict consumer behavior o Packaging size amount of consumption o Amount of ads read purchase intention Large sample sizes thus more generalizable to larger population Qualitative Research Research methods include in depth interviews focus groups story telling ect o Text based These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute No statistical tests Administrated by trained interviewer or researchers More subjective with a goal to understand or describe a problem or condition Small sample sizes thus less generalizable



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