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Chapter 3- Research Design
Notes from Marketing Research- Malhotra
42
Marketing
Undergraduate 4
09/19/2012

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Term
Exploratory Research
Definition

A type of research design that has as its primary objective the provision of insights into and comprehnsion of the problem situation confronting the researcher.

 

Used when MGT realises a problem exists but does not understand why

 

Needs to be flexible and unstructured since information needs are only loosely defined at this stage.

Term
Difference between exploratory and descriptive?
Definition
Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.
Term
Let's say the exploratory research says that ivory soap sucks- should ivory change the formula?
Definition
NO! exploratory resarch is conducted on a small nonrepresentative sample so the findings should be regarded as tnt and as building blocks
Term
Conclusive Research
Definition

is research designed to assist teh decision maker in determining, evaluating, and selecting the best course of action in a given situation

 

used to verify insights giained from exploratory

 

based on assumption that researcher has accurate understanding of problem at hand and info needed has been clearly specified.

 

more formal and structured than exploratory

Lerge representative samples

Term
Reasons to use exploratory research:
Definition
  1. Formulate a prob or define a problem more precisely
  2. identify alternative courses of action
  3. develop hypotheses
  4. isolate key variables and relationships for further examination
  5. gain insights for developing an approach to the prob
  6. establish priorities for further research
Term
Exploratory research can be used at any time of the project. True or false?
Definition

TRUE! its often conducted at the beginning stages of a project, secondary data can provide good background info and focus groups can help understand values, attitudes and behaviors.

 

BUT it can honestly be used whenever you want.

Term
Descriptive Research
Definition

Descriptive Research is a type of CONCLUSIVE research that has its major objective as the desciption of something- usually market characteristics or functions.

 

determining purchase frequencies, identifying relationships or making predictions

 

Term
Objective of Exploratory Research
Definition
Discovery of ideas and insights
Term
characteristics of Exploratory
Definition
flexible, versatile, often the front end of total research design
Term
Methods of Exploratory
Definition

Expert/Experience Surveys

pilot surveys

case studies

secondary data

qualitative research

Term
Objective of Descriptive Research
Definition
Describe Market characteristics or functions
Term
Characteristics of Descriptive Research
Definition

Marked by prior formulation of specific hypotheses

Preplanned and structured design

Term
Methods of Descriptive Research
Definition

Secondary Data: Quantitative

Surveys

Panels

Observational and other data

 

Term
Causal Design Objectives
Definition
Determine cause and effect relationships
Term
Causal Research Design Characteristics
Definition

Manipulation or one or more independent variables

Control of other mediating variables

Term
Causal Design Methods
Definition
Experiments
Term
Examples of Descriptive research goals
Definition
  1. develop profile of target market
  2. estimate frequency of product use as basis for sales forecasts
  3. determine the relation between product use and perception of product
  4. determine degree to which marketing variables are associated
Term
One major difference between descriptive and exploratoryresearch is taht
Definition

the researcher has prior knowledge about the problem situation in descriptive research.

 

based on clear statement of the problem

 

collected in a structured fashion, usually large samples

findings are then used to make generalizations

used to portray market caribales

Term
Descriptive Studies include
Definition

Sales studies

Consumer Perception and Behavior Studies

Market Characteristic Studies

Term
Sales Studies (descriptive studies) include
Definition

market potential

market share

sales analysis

Term
Consumer perception and behavior studies (descriptive studies) include
Definition

image

product usage

advertising

pricing

Term
Market characteristic studies (descriptive) include
Definition

distribution

competitive analysis

Term
Descriptive Research can be further classified into
Definition
Cross Sectional and longitudinal research
Term
Cross Sectional Design
Definition

type of design involving the one time collection of information from any given sample of population elements

 

"Snapshot" "Sample survey"

 

most frequently used descriptive design

Term
Longitudinal Design
Definition

type of research design involving a fixed sample of population elements that is measured repearedly. The sample remains the same over time, providng a series of pictures that, when viewed together, protray bothte situation and the changes taking place.

 

 

Term
Panel
Definition

someties panel or true panel is used interchangeably with longitudinal design.

 

panel consists of households that have agreed to provide information at specified intervals over time. Have commitment, are compensated.

 

Usually collected by commercial syndicated firms - NPD

Term
Cross Sectional Disadvantages
Definition

Cannot Detect Change

Small Amount of data collection

Not very accurate (requires thinking back unlike panel which is ongoing and present)

Term
Cross Sectional Advantages
Definition

Representative Sampling (people drop out of panel, too long)

No Response Bias (wont get bored)

Term
Longitudinal Advantages
Definition

Can detect change

large amounts of data collected

lots of accuracy

Term
Longitudinal Disadvantages
Definition

Representative Sampling not there

Lots of response bias

Term
Casual Research
Definition

type of CONCLUSIVE research whose major objective is to obtain evidenec regarding cause-and effect relationships

 

requires a planned and structured design

Term
Descriptive Research is _______ appropriate for examining causal relationships
Definition
NOT
Term
Causal Design
Definition

design in which the causal or independent variables are manipulated in a relatively controlled environment

 

EX: promo causes brand sales

 

indep variable is one manipulated, dep is one that is affected

 

Causal variable=independent variable

Term
Tasks involved in formulating a research design
Definition
  1. Define the information needed
  2. design the exploratory, descriptive/and or causal phases of the research
  3. specify the measurement and scaling procedures
  4. construct a questionnaire
  5. specify the sampling process and the sample size
  6. develop a plan of data analysis
Term

Research is conducted to help ____ management error in decsion making

Definition

REDUCE! not prove assumptions but provide mgt with an assessment of the degree of risk associated with making decision based on tested assumptions.

Term
Random Sampling Error
Definition
Error due to the particular sample selected being an imperfect representation of the population of interest
Term
Nonsampling error
Definition
erors that can be attributed to sources other than sampling, can be random or nonrandom
Term
random sampling error
Definition
error due to the particular sample selected being an imperfect representation of the population of interest
Term
budgeting and scheduling
Definition
mgt tools needed to help ensure that the marketing research project is completed within the available resources
Term
Marketing Research Proposal
Definition
contains the essence of the project and serves as a contract  between the researcher and mangement
Term
Some of the elements of a marketing research proposal
Definition
  1. Executive summary
  2. background
  3. problem definition/research objectives
  4. approach to the problem
  5. research design
  6. fieldwork/data collection
  7. data analysis
  8. reporting
  9. cost and time
  10. project personnel
  11. appendices
Term
Components of a Research Design
Definition

Data analysis plan

Exploratory descriptive causal design

Scaling and Measurement

Interviewing forms;questionnaire design

Generating the needed info

Number:Sample size and plan

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