T9 research overview
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T9 research overview

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T9 research overview T9 research overview Presentation Transcript

  • Research OverviewBy Rama Krishna Kompella
  • Clarity in Research Questions and Hypotheses• Research questions make it easier to understand what is perplexing managers and to indicate what issues have to be resolved.• A research question is the researcher’s translation of the marketing problem into a specific inquiry
  • Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  • Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  • Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  • Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  • Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  • Relationships Between Variables• The relationship between variables can be explained in various ways such as: – Presence /absence of a relationship – Directionality of the relationship – Strength of association – Type of relationship
  • Relationships Between Variables• Presence / absence of a relationship – E.g., if we are interested to study the customer satisfaction levels of a fast-food restaurant, then we need to know if the quality of food and customer satisfaction have any relationship or not
  • Relationships Between Variables• Direction of the relationship – The direction of a relationship can be either positive or negative – Food quality perceptions are related positively to customer commitment toward a restaurant.
  • Relationships Between Variables• Strength of association– They are generally categorized as nonexistent, weak, moderate, or strong.– Quality of food is strongly associated with customer satisfaction in a fast-food restaurant
  • Relationships Between Variables• Type of association – How can the link between Y and X best be described? – There are different ways in which two variables can share a relationship • Linear relationship • Curvilinear relationship
  • Q & As