MARK 4441 - Chapter 3 Notes PDF

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MARK 4441Chapter 3 – Research DesignThe research design is a roadmap for conducting the marketing research project. It provides details of each step in the marketing research project.Steps leading to the formulation of a Research Design:1) Define the marketing Research problem 2) Develop an approach...

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MARK 4441 Chapter 3 – Research Design

The research design is a roadmap for conducting the marketing research project. It provides details of each step in the marketing research project.

Steps leading to the formulation of a Research Design: 1) Define the marketing Research problem 2) Develop an approach to the problem 3) Formulate research design

Components of Research Design: 

Define the information needed (Chapter 2)

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Design the exploratory, descriptive, and/or causal phases of the research (Chapters 3 - 8)

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Specify the measurement and scaling procedures (Chapters 9 and 10)

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Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection (Chapter 11)

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Specify the sampling process and sample size (Chapters 12 and 13)

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Develop a plan of data analysis (Chapter 15)

Types of Research Design types: 1) Exploratory Research Design - A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher. 2) Conclusive Research Design - Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action for a given situation. a. Descriptive Research - A type of conclusive research that has as its major objective the description of something—usually market characteristics or functions. i. Cross-Sectional Design - A type of research design involving the one-time collection of information from any given sample of population elements. In this design, the selected group of respondents is measured only once. The crosssectional survey is the most frequently used descriptive design in marketing research ii. Longitudinal Design - A type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time, providing a series of pictures that, when viewed together, portray both the situation and the changes that are taking place. b. Causal Research - A type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect (causal) relationships.

Major types of Descriptive Studies: 1) Sales Studies a. Market Potential b. Market Share c. Sales Analysis 2) Consumer Perception and Behavior Studies a. Image b. Product Usage c. Advertising d. Pricing 3) Market Characteristic Studies a. Distribution b. Competitive Analysis

Uses of Causal Research: 

To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon

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To determine the nature of the relationship between the causal variables and the effect to be predicted

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METHOD: Experiments

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

Design acronym: D

ata analysis plan

E

xploratory, descriptive, causal design

S

caling and measurement

I

nterviewing forms: questionnaire design

G

enerating the needed information

N

umber: Sample size and plan...