Question

For the following research descriptions, please indicate whether each is: (exploratory, descriptive, or causal):

Exploratory research - Major emphasis: gaining ideas and insights

Descriptive research - Major emphasis: determining the frequency with which something occurs

Causal research - Major emphasis: determining cause-and-effect relationships

1. LoneStar Bank tests out new marketing offers by sending different offers to different groups and comparing the results.

2. LoneStar Bank conducts a study where it observes customers’ ATM transactions.

3. LoneStar Bank conducts a customer satisfaction survey using a questionnaire.

4. LoneStar Bank talks to its customers in informal interviews to better understand their needs.

For the following, please indicate what type of projective technique it is: (word association, sentence completion, cartoon tests, storytelling, or role-playing):

5. Respondents are shown a drawing of customers waiting in line and are asked to write in the dialogue of what the customers are saying to each other.

6. Respondents are given the following sentence “Compared to other banks, LoneStar bank is …” and asked to fill in their own thoughts at the end.

7. Respondents are shown a drawing of customers waiting in line and are asked to describe what is happening.

The lectures talk about the “Six hats” of focus groups, which is a helpful way to structure the group discussion and the participants’ line of thinking. What color hats are represented below?

White hat – facts and information

Red hat – feelings and emotions

Black hat – critical judgment

Yellow hat – positive judgment

Green hat – alternative and learning

Blue hat – “big picture”

8. The hat that you wear when you tell a participant that his/her comment is off-topic.

9. The hat that you wear when you solicit a participant’s knowledge (not opinion) about a product.

10. The hat that you wear when you ask participants for negative feedback.

Answer 1

1. LoneStar Bank tests out new marketing offers by sending different offers to different groups and comparing the results.

Answer:- It is casual research as the attempt is on finding the different combination which can provide the best results.

2. LoneStar Bank conducts a study where it observes customers’ ATM transactions.

Answer:- Exploratory research as observational studies are Exploratory in nature

3. LoneStar Bank conducts a customer satisfaction survey using a questionnaire.

Answer:- Descriptive research as surveys are Descriptive research and the results can be represented in the form of a report

4. LoneStar Bank talks to its customers in informal interviews to better understand their needs.

Answer:- Exploratory research as the focus on finding out the different information.

5. Respondents are shown a drawing of customers waiting in line and are asked to write in the dialogue of what the customers are saying to each other.

Answer:- role-playing as in role-playing the individuals have to imagine the different situation and present their ideas and dialogues.

6. Respondents are given the following sentence “Compared to other banks, LoneStar bank is …” and asked to fill in their own thoughts at the end.

Answer:- word association where the respondents have to complete the given line.

7. Respondents are shown a drawing of customers waiting in line and are asked to describe what is happening

Answer:- cartoon tests, as in it the individuals are shown a picture and then they have to predict what is happening or that the people in the picture might be saying