DM 272 1st Edition Lecture 3Outline of Last Lecture I. Consumer Research Methodsa. Observationb. Surveys and Interviewsc. ExperimentationII. Other Research MethodsOutline of Current Lecture I. Types of Empirical ResearchII. Quantitative ResearchIII. Qualatative ResearchCurrent LectureTypes of Empirical Research- Empirical research is a way of gaining knowledge through direct observation or experience. o Primary Research Method- Types of empirical researcho Quantitativeo QualitativeQuantitative Research- Research methods include observations, surveys, and experimentso Number based- Statistical tests used for analyses- More objective and enable marketers and researchers to “predict” consumer behavioro Packaging size= amount of consumptiono 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-basedThese 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
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