Understanding Business Research Terms and Concepts: Part 2

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Understanding Business Research Terms and Concepts: Part 2

Which type of research design— exploratory, descriptive, or causal—is appropriate for the following examples? Explain why.

• The goal of this research is to discover the real nature of the problem and to suggest new possible solutions or new ideas.

Exploratory – Research performed to define a problem that has not been recovered.

• A food manufacturer wants to know the demographics of people who purchase organic foods.

Descriptive - Research performed to determine the descriptive characteristics of consumers who buy organic food.

• A firm is considering hiring American celebrity Paris Hilton to endorse its products.

Casual - Research performed to see if the company will raise product awareness by hiring Paris Hilton.

• British Airways would like to test in-flight Internet services on one of its regular flights from New York to Tokyo. The company charges $30 one week and $15 the next week.

Casual – Since there is only one variable and no causality between them, researching is conducted to recognize the variables of in-flight services.

• This type of study attempts to discover answers to the following questions: who, what, when, where, or how much.

Descriptive – Research performed to determine the descriptive characteristics of who, what, when, where, or how.

• A manufacturer investigates whether consumers will buy a new pill that replaces eating a meal.

Exploratory – Research performed to obtain more information on a variable/problem performed through an investigation to find out if customers will purchase the pill.

• Cosmopolitan magazine sends out a cover in selected markets featuring a female model to half of its readers and a cover with a female and male model to the other half of its readers to test differences in purchase response between…...

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