MKT 500 Lecture Notes - Lecture 2: Internal Validity, Participant Observation, Big Data
Document Summary
Research design set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed info. Objectives of research design: to gain background info and to develop hypotheses, to measure the state of a variable of interest, to test hypotheses that specify the relationships between 2+ variables. Debriefing analysis researcher and moderator discuss the subjects" responses to the topics that outlined the focus group session. Content analysis involves grouping individual responses into larger theme categories or patterns. Ethnography records behavior in natural settings to understand how social and cultural influences affect individuals" behaviors and experiences. Participant observation extended observation of behavior in natural settings in order to fully experience cultural or subcultural contexts. Case study intensively investigates one or several existing situations: similar to the current problem. Enables a subject to project beliefs and feelings toward: third party, task situation. Social media monitoring research based on conversations in social media.
