Covers the basics of marketing reseearach

1. Marketing Research Design Overview

3. To learn how exploratory research helps the researcher gain a feel for the problem.

4. To know the fundamental questions addressed by descriptive research and different types of descriptive research.

5. To explain what is meant by casual research and to describe four types of experimental research designs.

7. Research design is a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analysing data.

8. Each research problem is unique. However,

9. There are similarities among research problems to allow us to use the best plan to solve the problem.

11. Choice depends largely on objectives of the research.

12. Research does not necessarily follow the order of exploratory, descriptive and casual designs.

15. Exploratory research is systematic and flexible and allows the researcher to investigate whatever sources he or she desires.

21. Who- may be defined as a firms (competitors) customers.

22. What- defined as brands, brands, sizes that are being purchased.

23. Where- places where customers are purchasing products.

25. Often described as “snapshots” of the population.

27. To be successful researchers must have access to the same members of the sample, called a panel

30. Types of experiments:

31. Laboratory experiments – are desirable when the intent of the experiment is to achieve high levels of internal validity.

33. Companies may use one or several test market cities, which are geographical areas selected in which to conduct the test.

34. There are two broad classes of uses of test markets:

35. To test the sales potential for a new product or service

40. Test markets are costly and subject to competitive sabotage.

42. If very little is known about the project exploratory research is appropriate.

43. Descriptive research measures market phenomena and answers questions such as who,what,where,when and how.

44. It can be cross sectional or longitudinal