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Susana Vigil- University of Phoenix Material

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- more information is gathered through research to form a hypothesis

• A food manufacturer wants to know the demographics of people who purchase organic foods. Descriptive- The food manufacturer is looking for characteristics to possibly form a market strategy for organic food.

• A firm is considering hiring American celebrity Paris Hilton to endorse its products. Casual- the Company is looking for a celebrity endorser and conducts research to determine if the person is right for the product.

• 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- the half –off price is different for internet service.

• This type of study attempts to discover answers to the following questions: who, what, when, where, or how much. . Descriptive- it shows how much and how often someone buys a product. Its covers a wide range of criteria such as gender, name, race, age and education.

• A manufacturer investigates whether consumers will buy a new pill that replaces eating a meal. Exploratory- The Company could use surveys to generate possible ideas with the public to get a better feel of how consumers would feel replacing a meal with a 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...