MKT 500 Chapter Notes - Chapter 5: Galvanometer, Pupilometer, Speech Balloon

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Helene Moore

Document Summary

Quantitative research: involves the use of structured questions in which the response options have been predetermined and a large number of respondents are involved. Qualitative research: collecting, analyzing, and interpreting data by observing and listening to what people do and say. This information can be quantified but only after a translation process has taken place: observation techniques (least common in canada, social media techniques (rapidly growing, focus groups (most common in canada) It is common to start with exploratory, qualitative techniques here. Direct vs. indirect: direct: observing to see how many shoppers squeeze tomatoes for freshness. Indirect: observe types of hidden behaviour, like past behaviour. Disguised vs. undisguised: disguised: the subject is unaware that they are being observed, undisguised: the subject is aware. Structured vs. unstructured: structured: the researcher identifies beforehand which behaviours are to be observed and recorded, all other behaviors are ignored , unstructured: no restriction on what the observer will record.