The Benefit of the Descriptive Research Method in Shampoo Marketing - Essay Example

Research Methods in Shampoo Marketing [Insert [Insert School, May 2, 2006 Research methods have an impact on nearly every field of study, from natural sciences to business and mathematics. These base forms of research are to create a qualitative and/or quantitative answer to a question based on a sample or population for use in the real world. There are four main types of research method: descriptive; historical; correlative; experimental. Each research method has specific characteristics and can be used to create mathematical inferences on specific or generalized situations. Descriptive The descriptive research method is to gather information through natural observations, surveys and interviews. This approach is designed to assemble quantitative data that answers questions regarding a population status and hypotheses testing. Descriptive research usually uses interviews, surveys, and natural observation to gain numerical data, which can be processed over a short-run or longitudinal period of time. Once the "technique for describing, organizing, and summarizing numerical data" is consummated, the numerical data is statistically analyzed using "mean, mode, median, variance, standard deviation, range, percentage, frequency and rank" (Quarterman et al pp 230, 2005). Example An organization wants to numerically define types of purchases for a selected demographic. One technique is to create a survey questionnaire that reflects specific and non-biased qualitative questions with numerical responses. Once the questionnaire is distributed and received back, the numerical data is analyzed using the descriptive statistics Quarterman describes. This is a cross-sectional method because it only deals with one instance, however if the organization wishes to follow participants through a time line, the research is considered longitudinal. Pros and Cons The benefit of descriptive research method is that it generates a numerical value to answer a qualitative question. This can be used to test hypothesis, to find averages, and to create a measurement that can be analyzed to describe a state of being for a population. The cons of descriptive research are sample and measurement errors where a samples responses are incorrectly delivered, construed, answered or analyzed. In the above example if the organization incorrectly sends the questionnaire to the wrong demographic, the responses would be seriously negligent of the description they are trying to analyze, and the responses would be virtually useless. Historical This method analyzes past information and the resolutions or irresolution associated with an event that has already occurred by gathering information on the event and examining both quantitative and qualitative effects of the event to demonstrate cause and effect while including a wide array of characteristics about a population or event. Historical research often describes trends in information Example The organization sets a goal to describe the characteristics of a particular event and the aftermath of that event, such as purchases made over previous financial quarters and how that effected the following quarter, this would be quantitative historical research uses the same method of analysis as descriptive. Pros and Cons The foremost benefit to historical research is that the gathered information can not be altered or manipulated because it already exists, unlike the above descriptive method. Cons are that previous biases by historians that may have affected the collected information and any possible negligence in the original analysis may affect the historical data. Correlation Correlation research method is a quantitative descriptive measurement that seeks to define the mathematical relationship between two variables in statistics. This is not an experimental method because the variables are never manipulated, and unlike the historical method, correlation can not describe the cause and effect relationship, only the mathematical degree of which one variable affects another. Michael Furr (pp 2, 2004) states that "First, as with any correlation, a correlational effect size reflects the association between two things. Specifically, it can be interpreted as a correlation between the observed data and a theoretically predicted pattern of data. However, to fully understand the meaning of such an effect size, researchers must understand which parts of the observed and predicted data are being correlated." Correlation statistics are defined by scatter plots and linear regression equations to represent the relationship, but correlation is mainly described using a correlation coefficient. The correlation coefficient quantifies the relationship as being between -1.00 and +1.00, where -1.00 indicates there is not a correlation between the two variables, and +1.00 indicates a high correlation between the two variables. Example A research organization sets a goal to define the relationship between two variables. First the data to be described is gathered, this is quantitative and then use statistical inferences to graphically plot the correlation. If the research organization discovers a correlation coefficient between -1.00 and 0, they can surmise that there is none or a minimal amount of correlation. Furthermore, if the correlation coefficient is between 0 and +1.00, they can conclude that there is a relationship, the stronger the coefficient is, the stronger the relationship. Pros and Cons A significant benefit of correlation research method is that it describes a numerical relationship between two variables, and to what degree that relationship exists; this can be used to determine how one variable affects another. Unfortunately, this can not describe a cause and effect relationship as historical and experimental can, it is only an observation of the quantitative values associated with a variable. Experimental Experimental research methods are used by nearly all fields of study and conducted in a controlled environment where the researcher is interested in relationship between an event and a response with a goal to define the cause and effect relationship, experimental research is investigating into the casual and natural laws that define the physical world. Example In experimental research method, the researcher establishes a controlled environment and the independent and dependent variables. The controlled environment is one the researcher creates to harbor the causation. The independent variable is what the researcher creates, such as a specific event. The dependent variable is the subject that is measured in relation so the independent variables event. The environment is considered controlled because the researcher designates the atmosphere and causations and seeks to qualify or quantify the effects. Pros and Cons The benefit of experimental research is that it allows for a controlled environment to dictate a relationship between independent and dependant variables; however, as stated previously this does not always reflect a real world situation. The researchers are manipulating the variables and this can not be reflective of a real world situation. In the above example, the researchers are manipulating the two major shampoo competitors, but are not allowing for new shampoos that may be available and may have more features that the women would prefer to purchase, also the mock grocery store can be rather artificial and this may have an alternate effect on the womens decisions. One major detriment to experimental research is that there are strong ethical considerations when creating and examine a controlled environment. It would be unethical for the marketing team to use force to manipulate the women either directly or indirectly, or place the study group in a dangerous situation. Conclusion The various basic forms of research methods and their characteristics following the researchers have been described in the above paragraphs. Once the researcher has the statistical inferences from their research methods, these can apply this to real world strategies and situation. Statistical research has potential for real world prospects, and understanding research methods pros and cons will help the researcher understand the mannerisms in which research can be misconstrued or have distorted facts that do not reflect the genuineness the adept researcher should ethically strive for. Purposeful manipulation of the research methods and their variables that is not recorded is, at the least, an outright lie, and at the most it could be significantly harmful. References Furr, Michael 2004. Interpreting Effect Sizes in Contrast Analysis. Understanding Statistics; 2004, Vol. 3 Issue 1, p1-25, 25p. Retreived May 3, 2006 from Academic Source Premier database. Quarterman, Jerome et al. 2005 Statistical Data Analysis Techniques Employed in Sports Marketing Quarterly: 1992 to 2004. Sport Marketing Quarterly; 2005, Vol. 14 Issue 4, p227-238, 12p Retrieved May 3, 2006 from Academic Source Premier database. Read More