ACC 342 Lecture Notes - Lecture 14: Scope Creep, Inductive Reasoning, Deductive Reasoning
RFQ (requests for qualifications)
clients request for a vendor's previous work experience, profile of professional qualifications, and staff
backgrounds.
RFP (requests for proposals)
client generated requests for consultants/ad agencies/service suppliers to provide a work plan with
costs and deliverables
scope creep
the tendency for clients to add requests and requirements to research projects... to the point where
there is too much to effectively cover in focus groups or surveys
primary research
original research to be conducted, can be qualitative or quantitative
primary research goals
goal: specifically address a defined research goal, generate needed data
primary research advantages
Advantages: current, focused, targeted to the exact client objectives
primary research disadvantages
disadvantages: costly, time consuming
secondary research
researching existing data... can be previous findings, knowledge/perceptions, publications
secondary research goals
goal: provide background, context, and insight
secondary research advantages
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advantages: on hand, immediately accessible, cheap, free,
secondary research disadvantages
disadvantages: may be dated, not exactly focused on current data needs.
attitudinal barriers
mental thoughts, perceptions, biases, knowledge (lack thereof) that impede decisions and challenge
ability of markets to persuade. (ex: tea is gross)
structural barriers
actual issues, resources, impediments to a consumer's ability to make a purchase or other decision. (ex:
lack of budget, time, transportation)
deductive reasoning
drawing conclusions from general data
inductive reasoning
making general rules out of small details
qualitative research
research about the why? open ended research.
qualitative research strengths
strengths: richer data, less assumptive, more open-ended, allows for unexpected results
quantitative research
controlled, objective, systematize studies of groups of people, the researcher defines precisely what is
under study and uses a defined set of rules to systematically gather and analyze data
quantitative research strengths
strengths: its reliable, you should get the same results using the same methods with same audience; and
valid, you measure what you say you're measuring
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