Research OverviewBy Rama Krishna Kompella
Clarity in Research Questions and Hypotheses• Research questions make it easier to understand what is  perplexing managers...
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:  –   Presen...
Relationships Between Variables• Presence / absence of a relationship  – E.g., if we are interested to study the customer ...
Relationships Between Variables• Direction of the relationship  – The direction of a relationship can be either    positiv...
Relationships Between Variables• Strength of association– They are generally categorized as nonexistent, weak,  moderate, ...
Relationships Between Variables• Type of association  – How can the link between Y and X best be    described?  – There ar...
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T9 research overview

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T9 research overview

  1. 1. Research OverviewBy Rama Krishna Kompella
  2. 2. 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
  3. 3. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  4. 4. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  5. 5. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  6. 6. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  7. 7. Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
  8. 8. 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
  9. 9. 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
  10. 10. 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.
  11. 11. 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
  12. 12. 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
  13. 13. Q & As

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