Res 351 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 design is to find out what happens or to determine if there is a dilemma. • A food manufacturer wants to know the demographics of people who purchase organic foods. Descriptive research is being precise or narrowing down the dilemma. There are hypotheses. • A firm is considering hiring American celebrity Paris Hilton to endorse its products. Causal research uses variables to influence outcomes. The celebrity’s name is used to influence the sales of the products. • 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. Causal research shows the differences of price, comparing the results of the study. • This type of study attempts to discover answers to the following questions: who, what, when, where, or how much. Descriptive research describes more precisely the study. • A manufacturer investigates whether consumers will buy a new pill that replaces eating a meal. Exploratory research design tells about the dilemma or the research needing to be done. • 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 the two groups. Causal research studies the results of two variables of the different covers. • A hair-care manufacturer interviews wholesalers, retailers, and customers to determine the potential for a new shampoo

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