Understanding Business Research Terms and Concepts:

Which type of research design— exploratory, descriptive, or causal—is appropriate for the following examples? Explain why.

• The goal of this research is to discover the real nature of the problem and to suggest new possible solutions or new ideas.

• A food manufacturer wants to know the demographics of people who purchase organic foods.

• A firm is considering hiring American celebrity Paris Hilton to endorse its products.

• British Airways would like to test in-flight Internet services on one of its regular flights from New York to Tokyo. The company charges $30 one week and $15 the next week.

• This type of study attempts to discover answers to the following questions: who, what, when, where, or how much.

• A manufacturer investigates whether consumers will buy a new pill that replaces eating a meal.

• Cosmopolitan magazine sends out a cover in selected markets featuring a female model to half of its readers and a cover with a female and male model to the other half of its readers to test differences in purchase response between the two groups.

• A hair-care manufacturer interviews wholesalers, retailers, and customers to determine the potential for a new shampoo package.

• This type of research attempts to capture a population’s characteristics by making inference from a sample’s characteristics and testing hypotheses.

• On the CBS television show Undercover Boss, top executives disguised as middle level or lower level employees investigate company departments to discover potential issues or problems.
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