MKTG 4343 Lecture Notes - Lecture 7: Named-Entity Recognition, Geolocation, Retina

• School: University of Arkansas
• Department: Marketing
• Course: MKTG 4343
• Professor: johncole

Document Summary

Purpose is to give an in-depth understanding of a subject. How it"s used: often used early or late in a project, early, help define the problem. Id factors otherwise overlooked: examine things that can"t be easily captured by quantitative methods. Late: depth of understanding to quantitative results. Pluralistic research: combination of both quantitative and qualitative research methods, can gain the advantages of both. Downside to qualitative: can"t draw conclusio(cid:374)s (cid:894)(cid:449)e do(cid:374)"t k(cid:374)o(cid:449) (cid:449)hat people are thi(cid:374)ki(cid:374)g just (cid:271)(cid:455) (cid:449)at(cid:272)hi(cid:374)g the(cid:373)(cid:895) Observation: researcher relies on observation rather than communication with a person, researcher decisions for observational research, direct or indirect, direct - observing behavior as it occurs. Observe consumers eating a fast food sandwich to find out how they use the new packaging: observing the effects or results of the behavior rather than the behavior itself. Advantage - researchers can control the setting to prevent extraneous variables. Disadvantage - artificial: field (natural) - natural setting and therefor realistic conditions.