BUS 358 Lecture Notes - Lecture 6: Tag Cloud, Hermeneutics

• School: Stony Brook University
• Department: Business Management
• Course: BUS 358
• Professor: Mohammed Osman

Document Summary

Difficult to dev specific actionable decision statements/research obj. Research obj is to dev a detailed and indepth understanding of some phenomena. Research obj is to learn how consumers use a product in its natural setting. Qual: discover ideas, used in exploratory rsrch w/ general research objects, observe and interpret, unstructured, free form, researcher is intimately involved; results are subjective, small samples often in natural settings, exploratory research designs. Quantitative: test hyp or specific rsrch questions, measure and test, struct resp. ; cat provided: researcher uninvolved; results are objective, large samples to produce (generalizable results, descriptive and causal research designs. Qual rsrch can generate ideas for new products, advertising copy, promotional ideas, and product improvements in numerous ways. Checklist for creative mindset: quantity leads to qual, wilder is better, do not judge, question assumptions. Frequently performed type of exploratory rsrch representing many similar rsrch procedures all having the same purpose: to screen new, revised, or repositioned ideas.