Control is elusive in research design

Control is elusive in research design

In the real world of marketing research, control, while all-important, is elusive. It is difficult, if not impossible, to build in the kinds of controls desired. That is why even the most traditional research designs continue to be debated and refined. Researchers continue to conduct exxperiments re...

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Veröffentlicht in:Marketing news 1997-09, Vol.31 (19), p.17
1. Verfasser: Roller, Margaret R
Format: Artikel
Sprache:eng
Schlagworte:
Addictions
Cognition & reasoning
Control
Design
Focus groups
Marketing
Methods
Qualitative research
Research design
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Beschreibung
Zusammenfassung:In the real world of marketing research, control, while all-important, is elusive. It is difficult, if not impossible, to build in the kinds of controls desired. That is why even the most traditional research designs continue to be debated and refined. Researchers continue to conduct exxperiments regarding the most basic design topics. Design parameters are only as strong as the overall integrity of the research design, which is based on control features.
ISSN:0025-3790