Term
|
Definition
| a research design is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems |
|
|
Term
| Components of a Research Design |
|
Definition
1. Define the information needed (already done!)
2. design the exploratory, descriptive, and/or causal phases of the research
3. specify the measurement and scaling procedures
4. construct and pretest a questionnaire--or whatever used for data collection--do people understand it?
5. specify the sampling process and sample size
6. develop a plan of data analysis |
|
|
Term
|
Definition
1. exploratory research--is conducted that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher; gains ideas and insights; personal interviews, focus groups--because it's relativey small and nonrepresentative the results are inconclusive
2. conclusive research--research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation; the objective is to test specific hypotheses and examine specific relationhips
a) descriptive research
i)cross-sectional design
ii)longitudinal design
b)causal research |
|
|
Term
| Relationship Between Exploratory and Conclusive Research |
|
Definition
1. Exploratory research often precedes conclusive research
2. Exploratory research may not be needed if the problem is well-defined |
|
|
Term
| Purposes that use exploratory research |
|
Definition
1. to formulate a problem or define a problem more precisely
2. to identify alternative course of action
3. to devlope hypotheses
4. to isolate key variables and relationships for further examination
5. to gain insights for developing an approach to the problem
6. to establish priorities for further research |
|
|
Term
| Descriptive Research--(type of conclusive research) |
|
Definition
| a type of conclusive research that has as its major objective the desciption of something--usually market characteristics or functions |
|
|
Term
Uses of Descriptive Research |
|
Definition
1. to develop a profile of a target market
2. to estimate the frequency of product use as a bais for sales forecasting
3. to determine the relationship between product use and perception of product characteristics
4. to determine the degree to which marketing variables are associated |
|
|
Term
| Exploratory research-Types/Methods |
|
Definition
1. survey of experts
2. pilot surveys
3. analysis of secondary data
4. qualitative research |
|
|
Term
Descriptive Research:
Goal
Characteristics
Types/Methods
Cross Sectional and Longitudinal Designs |
|
Definition
Goal: 5 w's (who, what, when, where, and why)
Characteristics: formal, structured, planned
Types/Methods
1. surveys
2. panels
3. observational data
4. analysis of secondary data
cross-sectional design-you ask a person to fill out a survey once, sample survey, snapshot of the
marketplace at a specific point in time
longitudinal design-- you ask the same person to fill out multiple surveys with the same variables; series of snapshots which track changes
panel--consists of a sample of respondents, general households that have agreed to provide inforamtion at specified intervals over an extended period of time
|
|
|
Term
| Conclusive Research: Causal Research |
|
Definition
| type of conclusive research whose major objective is to obtain evidence regarding cause and effect (causal) relationships |
|
|
Term
|
Definition
| a design in which the causal or independent variables are manipulated in a relatively controlled environment |
|
|
Term
| Major types of Descriptive Studies |
|
Definition
1. sales studies--market potential, market share, sales analysis
2. consumer perception and behavior studies--image, product usage, advertising, pricing
3. market characteristic studies--distribution, competitive analysis |
|
|
Term
|
Definition
1. temporal sequence--cause must precede effect which happens in order of time
2. concommittant variation--has to be an association between cause and effect
3. nonspurious association--no other competing explanation for why the effect changed |
|
|
Term
| Tasks involved in formulating a research design |
|
Definition
1. specify 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
|
Definition
| error due to the particular sample selected being an imperfect representation of the population of interest |
|
|
Term
|
Definition
errors that can be attiributed to sources other than sampling
1. response error--researcher error, interviewer error, respondent error
2. non response error--they have decided not to participate in the survey |
|
|
Term
| 1. Researcher Error, 2. Interviewer Error, 3. Respondent Error |
|
Definition
1. surrogate information error--wrong info, measurement error--ask the wrong question, population definition error--you ask the wrong subset of the population, sampling frame error--you defined the population correctly but you're getting inacurate data, data anlysis error
2. respondent selection error--don't ask right people, questioning error--don't ask questions correctly, recording error--don't record the answer properly, cheating error
3. inability error--don't know how to answer the question, unwilingess error, demand bias--answer the question to please the researcher |
|
|
