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Exploratory Research Design

Exploratory Research Design

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Published by imad rehman

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Published by: imad rehman on Dec 17, 2009
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12/11/2012

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Exploratory Research Design:Qualitative Research
 
 
5-2
A Classification of Marketing ResearchData
SurveyDataObservationaland OtherDataExperimental Data
Fig. 5.1
Qualitative DataQuantitative DataDescriptiveCausalMarketing Research DataSecondary DataPrimary Data
 
 
5-3
.Research
Qualitative Research To gain a qualitativeunderstanding of theunderlying reasons andmotivationsSmall number of non-representative casesUnstructuredNon-statisticalDevelop an initialunderstandingObjectiveSampleDataCollectionData AnalysisOutcomeQuantitative Research To quantify the data andgeneralize the resultsfrom the sample to thepopulation of interestLarge number of representative casesStructuredStatisticalRecommend a finalcourse of action Table 5.1

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