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Questions and Answers
What is a primary characteristic of external validity?
Which type of research design is most appropriate when prioritizing external validity?
Which methodology is recommended if one has limited understanding of the variables and their relationships?
What type of validity primarily concerns whether a study's results truly reflect causal relationships?
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In a study asserting that a discount leads to increased sales across all branches, which type of validity is crucial?
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Which type of research methodology is favored when ensuring strong internal validity?
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What is the primary focus of causal research?
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When assessing generalizability to different contexts, which aspect of validity is being examined?
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What is the primary objective of exploratory research?
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Which type of research design is primarily used to predict future occurrences?
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Which method is NOT typically associated with exploratory research?
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Which validity type is concerned with the accuracy of the conclusions drawn from a research study?
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Descriptive research primarily focuses on which of the following?
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Which of the following statements about causal research is false?
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In the context of research design, which term best describes 'measuring and testing'?
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Which of the following methods is commonly used in causal research?
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What is the primary focus of exploratory research methods?
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What characterizes causal research?
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Which type of validity is primarily concerned with establishing a cause-and-effect relationship?
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Why is external validity important in research design?
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Which research method is primarily used in descriptive research?
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What is a primary characteristic of diagnostic research?
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What does a high degree of internal validity imply about a study's findings?
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In causal research, what must change in one variable to demonstrate internal validity?
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Study Notes
Research Methodology & Design Selection Criteria
- There are two main types of research validity: internal validity and external validity
- Internal validity refers to the degree of confidence that an outcome is caused by a specific event and not due to random events or alternative reasons
- External validity refers to the degree of confidence to which the study results reflect the real world, meaning the results can be generalized to a broader population and context
- Prioritize internal validity when understanding the marketing problem is good
- Prioritize external validity when understanding the marketing problem is limited.
- Causal research is the preferred design for prioritizing internal validity and experiment research is the preferred research methodology
- Exploratory research is the preferred design for prioritizing external validity and observational research is the preferred research methodology
- Qualitative research is the preferred methodology when prioritizing external validity and quantitative research is the preferred methodology when prioritizing internal validity
Types of Validity
- Internal Validity is about causality, meaning whether changes in one variable lead to changes in another variable that cannot be explained otherwise
- External Validity is about generalizability, meaning whether the study results can be generalized to a broader population and different context
Qualitative Research
- Exploratory research and observational research are the preferred research design if there is a limited understanding of the variables and their relationships
- Qualitative research is the preferred methodology if there is a limited understanding of the variables and their relationships
- Qualitative research is about observing and interpreting non-numerically data
- Qualitative research approaches include projective techniques, observation studies, depth interviews, and focus group discussions
- Projective Techniques are indirect methods that allow respondents to project their feelings, beliefs, and attitudes onto a neutral stimulus. Examples include word association tests, sentence completion tests, and picture interpretation tests.
- Observation Studies are direct methods that involve observing respondents' behavior in natural settings, such as shopping malls or supermarkets.
- Depth Interviews are one-on-one interviews that are designed to probe deeply into respondent's motivations, beliefs, and attitudes.
- Focus Group Discussions are group interviews that are designed to generate discussion and elicit a range of perspectives from participants.
Quantitative Research
- Quantitative research is about measuring and testing numerical data through statistical analysis
- Descriptive research and survey research are the preferred designs when you want to capture the current characteristics of the market and consumers
- Causal research and experiment research are the preferred designs when you want to predict future event occurrences
- Quantitative research approaches include cross-sectional studies, panel studies, and experiments
- Cross-sectional studies are studies that collect data from a sample of respondents at a single point in time
- Panel studies are studies that collect data from the same sample of respondents over time
- Experiments are studies that manipulate one or more variables to see their effect on other variables
- Quasi-experiments are studies that use naturally occurring groups or treatments to test hypotheses
- Continuous Panels involve collecting data from the same respondents repeatedly over time, usually at regular intervals. This allows for tracking changes in attitudes, behaviors, and other factors.
- Discontinuous Panels involve using different samples of respondents in each wave of data collection.
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Description
This quiz explores the key concepts of research methodology, focusing on internal and external validity. Understand the differences between causal, exploratory, and observational research designs, along with their respective methodologies. Enhance your comprehension of how these elements influence the credibility and applicability of research findings.
