How I learned to do research by shopping online
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Transcript of How I learned to do research by shopping online
How I learned to do research
by shopping onlineMarion Fass
Beloit College
It was time for a new pair of shoes to start the school year
The research questions- What kind of shoes should I buy? (THE RESEARCH
QUESTION) Athletic shoes Flat shoes Boots
Where can I get the best deal? What are the qualities of the shoes? How reputable is the site?
Refine the question
What is the purpose of my shoe purchase? What needs does it fill?
(The research question- what am I trying to really find out)
First the online data source: TOO MANY OPTIONS-
I think I’ll look at athletic shoes Choose “athletic shoes” Choose size Oh no, now choose brand (I like New
Balance) There are 94 options I like this one, but is it too expensive? Do
others rate it as well?
Try another site for more info
ON SALE at Onlineshoes.com
Testing hypotheses with more information
I can save $18.00!!
But are there more colors?
The grey isn’t in my size.
FREE shipping, just like Zappos, but reduced price.
www.shoebuy.com$10 off $50 or
more And free shipping
But they don’t have the right style
KEEP LOOKING . . .
Try a Google search
Zappos has the best color, but not the best price.
No coupons
Try Joe’s New Balance Outlet
Keep trying for more information
Each site helps me refine my purchase
In research, we continue to look for more data to expand our understanding of our hypothesis.
Joe’s has the shoes I want, at the right price, but no free shipping. . .
$59.95 plus $4.95 Let’s keep refining the
search.
What I learned from my shopping
First you define and refine the research question
What kind of shoes do I want?
What kind of athletic shoes are best?
Of all the athletic shoes in my brand, how do I choose the one to buy?
How much am I willing to spend?
Then you collect more data
One set of data may not help you refine your question.
Look for alternative data Similar shoes Different stores with
better prices Cost of shipping
Developing my report- I had a big question Narrowed it to one that I could find an answer for Searched for alternative data to test my
hypotheses Supported my decision Pushed BUY. One set of information alone isn’t enough. I saved
$18 by gathering more information. Research is an iterative process- so is shopping wisely.