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Chapter Three Chapter Three
Figure 3.1Relationship to the Previous Chapter and the Marketing Research Process  Figure 3.1. Relationship of Research De...
Research Design Definition Types of Basic Research Designs Exploratory Research Table 3.2 Table 3.1 Fig 3.4 Fig 3.3 Figure...
Descriptive Research Causal Research Tasks Involved in Research Design Formulation Figs 3.5 & 3.6 Cross-Sectional Longitud...
Figure 3.2  Research Design:  An Overview (continued) Informational Value and the Cost of Marketing Research Budgeting and...
Figure 3.3 Steps Leading to the Formulation of a Research Design Define the Marketing Research Problem Develop an Approach...
Research Design: Definition <ul><li>A  research design  is a framework or blueprint for conducting the marketing research ...
Components of a Research Design <ul><li>Define the information needed (Chapter 2) </li></ul><ul><li>Design the exploratory...
Figure 3.4 A Classification of Market Research Designs  Research Design Exploratory Research Design Causal Research Conclu...
Table 3.1 Differences Between Exploratory and Conclusive Research
Table 3.1 Differences Between Exploratory and Conclusive Research (Cont.)
Table 3.2 A Comparison of Basic Research Designs
Table 3.2 A Comparison of Basic Research Designs (Cont.)
Uses of Exploratory Research <ul><li>Formulate a problem or define a problem more precisely </li></ul><ul><li>Identify alt...
Methods of Exploratory Research <ul><li>Survey of experts (discussed in Chapter 2) </li></ul><ul><li>Pilot surveys (discus...
Use of Descriptive Research <ul><li>To describe the characteristics of relevant groups, such as consumers, salespeople, or...
Methods of Descriptive Research <ul><li>Secondary data analyzed in a quantitative as opposed to a qualitative manner (disc...
Figure 3.5 Major Types of Descriptive Studies  Figure 3.5. Major Types of Descriptive Studies Descriptive  Studies <ul><li...
Cross-sectional and Longitudinal Designs <ul><li>A cross-sectional design involves the collection of information from any ...
Figure 3.6 Cross Sectional vs. Longitudinal Designs Sample Surveyed at T 1 Sample Surveyed at T 1 Same Sample also Surveye...
Table 3.3 Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
Uses of Casual Research <ul><li>To understand which variables are the cause (independent variables) and which variables ar...
Figure 3.7 Some Alternative Research Designs  <ul><li>Exploratory Research </li></ul><ul><li>Secondary Data Analysis </li>...
Figure 3.8 Tasks Involved in a Research Design  Define the Information Needed Design the Exploratory, Descriptive, and/or ...
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Marketing Research Ch3

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Transcript of "Marketing Research Ch3 "

  1. 1. Chapter Three Chapter Three
  2. 2. Figure 3.1Relationship to the Previous Chapter and the Marketing Research Process Figure 3.1. Relationship of Research Design to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process <ul><li>Definition and Classification of Research Design </li></ul><ul><li>Exploratory Research Design </li></ul><ul><li>Descriptive Research Design </li></ul><ul><li>Causal Research Design </li></ul><ul><li>Marketing Research Process (Chapter 1) </li></ul><ul><li>Specification of the Information Needed (Chapter 2) </li></ul>Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation
  3. 3. Research Design Definition Types of Basic Research Designs Exploratory Research Table 3.2 Table 3.1 Fig 3.4 Fig 3.3 Figure 3.2 Research Design: An Overview Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?
  4. 4. Descriptive Research Causal Research Tasks Involved in Research Design Formulation Figs 3.5 & 3.6 Cross-Sectional Longitudinal Table 3.3 Relationship Among Exploratory, Descriptive and Causal Research Fig 3.7 Fig 3.8 Figure 3.2 Research Design: An Overview (continued) Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?
  5. 5. Figure 3.2 Research Design: An Overview (continued) Informational Value and the Cost of Marketing Research Budgeting and Scheduling the Project Marketing Research Proposal Application to Contemporary Issues Technology Ethics International Be a DM! Be an MR! Experiential Learning Opening Vignette What Would You Do?
  6. 6. Figure 3.3 Steps Leading to the Formulation of a Research Design Define the Marketing Research Problem Develop an Approach to the Problem Formulate the Research Design Figure 3.3. Steps Leading to the Formulation of a Research Design
  7. 7. Research Design: Definition <ul><li>A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. </li></ul>
  8. 8. Components of a Research Design <ul><li>Define the information needed (Chapter 2) </li></ul><ul><li>Design the exploratory, descriptive, and/or causal phases of the research (Chapters 3 - 7) </li></ul><ul><li>Specify the measurement and scaling procedures (Chapters 8 and 9) </li></ul><ul><li>Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection (Chapter 10) </li></ul><ul><li>Specify the sampling process and sample size (Chapters 11 and 12) </li></ul><ul><li>Develop a plan of data analysis (Chapter 14) </li></ul>
  9. 9. Figure 3.4 A Classification of Market Research Designs Research Design Exploratory Research Design Causal Research Conclusive Research Design Cross-Sectional Design Descriptive Research Longitudinal Design Figure 3.4. A Classification of Market Research Designs
  10. 10. Table 3.1 Differences Between Exploratory and Conclusive Research
  11. 11. Table 3.1 Differences Between Exploratory and Conclusive Research (Cont.)
  12. 12. Table 3.2 A Comparison of Basic Research Designs
  13. 13. Table 3.2 A Comparison of Basic Research Designs (Cont.)
  14. 14. Uses of Exploratory Research <ul><li>Formulate a problem or define a problem more precisely </li></ul><ul><li>Identify alternative courses of action </li></ul><ul><li>Develop hypotheses </li></ul><ul><li>Isolate key variables and relationships for further examination </li></ul><ul><li>Gain insights for developing an approach to the problem </li></ul><ul><li>Establish priorities for further research </li></ul>
  15. 15. Methods of Exploratory Research <ul><li>Survey of experts (discussed in Chapter 2) </li></ul><ul><li>Pilot surveys (discussed in Chapter 2) </li></ul><ul><li>Secondary data analyzed in a qualitative way (discussed in Chapter 4) </li></ul><ul><li>Qualitative research (discussed in Chapter 5) </li></ul>
  16. 16. Use of Descriptive Research <ul><li>To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas. </li></ul><ul><li>To estimate the percentage of units in a specified population exhibiting a certain behavior </li></ul><ul><li>To determine the perceptions of product characteristics </li></ul><ul><li>To determine the degree to which marketing variables are associated </li></ul><ul><li>To make specific predictions </li></ul>
  17. 17. Methods of Descriptive Research <ul><li>Secondary data analyzed in a quantitative as opposed to a qualitative manner (discussed in Chapter 4) </li></ul><ul><li>Surveys (Chapter 6) </li></ul><ul><li>Panels (Chapters 4 and 6) </li></ul><ul><li>Observational and other data (Chapter 6) </li></ul>
  18. 18. Figure 3.5 Major Types of Descriptive Studies Figure 3.5. Major Types of Descriptive Studies Descriptive Studies <ul><li>Consumer Perception </li></ul><ul><li>And Behavior Studies </li></ul><ul><li>Image </li></ul><ul><li>Product Usage </li></ul><ul><li>Advertising </li></ul><ul><li>Pricing </li></ul><ul><li>Market </li></ul><ul><li>Characteristic </li></ul><ul><li>Studies </li></ul><ul><li>Distribution </li></ul><ul><li>Competitive </li></ul><ul><li>Analysis </li></ul><ul><li>Market Potential </li></ul><ul><li>Market Share </li></ul><ul><li>Sales Analysis </li></ul>Sales Studies
  19. 19. Cross-sectional and Longitudinal Designs <ul><li>A cross-sectional design involves the collection of information from any given sample of population elements only once. </li></ul><ul><li>In a longitudinal design, a fixed sample (or samples) of population elements is measured repeatedly on the same variables </li></ul><ul><li>A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time </li></ul>
  20. 20. Figure 3.6 Cross Sectional vs. Longitudinal Designs Sample Surveyed at T 1 Sample Surveyed at T 1 Same Sample also Surveyed at T 2 Cross Sectional Design Longitudinal Design Time Figure 3.6. Cross Sectional vs. Longitudinal Designs T 1 T 2
  21. 21. Table 3.3 Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs
  22. 22. Uses of Casual Research <ul><li>To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon </li></ul><ul><li>To determine the nature of the relationship between the causal variables and the effect to be predicted </li></ul><ul><li>METHOD: Experiments </li></ul>
  23. 23. Figure 3.7 Some Alternative Research Designs <ul><li>Exploratory Research </li></ul><ul><li>Secondary Data Analysis </li></ul><ul><li>Focus Groups </li></ul><ul><li>Conclusive Research </li></ul><ul><li>Descriptive/Causal </li></ul><ul><li>Conclusive Research </li></ul><ul><li>Descriptive/Causal </li></ul><ul><li>Exploratory Research </li></ul><ul><li>Secondary Data Analysis </li></ul><ul><li>Focus Groups </li></ul><ul><li>Conclusive Research </li></ul><ul><li>Descriptive/Causal </li></ul>Figure 3.7. Some Alternative Research Designs (a) (b) (c)
  24. 24. Figure 3.8 Tasks Involved in a Research Design Define the Information Needed Design the Exploratory, Descriptive, and/or Causal Phases of the Research Specify the Measurement and Scaling Procedures Construct a Questionnaire Specify the Sampling Process and the Sample Size Develop a Plan of Data Analysis Figure 3.8. Tasks Involved In a Research Design
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