Professional Documents
Culture Documents
ResearchDesign
ChapterOutline
1)Overview
2)ResearchDesign:Definition
3)ResearchDesign:Classification
4)ExploratoryResearch
5)DescriptiveResearch
i.CrossSectionalDesign
ii.LongitudinalDesign
iii.AdvantagesandDisadvantagesof Longitudinal
andCrossSectionalDesigns
6)CausalResearch
7)RelationshipsAmongExploratory,Descriptive,and
CausalResearch
ChapterOutline(cont.)
8)PotentialSourcesofError
i.RandomSamplingError
ii.NonsamplingError
a.NonresponseError
b.ResponseError
9)BudgetingandScheduling
10)MarketingResearchProposal
11)InternationalMarketingResearch
ChapterOutline(cont.)
12)EthicsinMarketingResearch
13)InternetandComputerApplications
15)FocusonBurke
14)Summary
15)KeytermsandConcepts
16)Acronyms
definition
_ Frameworkorblueprint
_ Detailstheprocdurediscussedinprvstep
_ nutsandboltsofimplementingthat
approach.
Fig.3.1 AClassificationofMarketing
ResearchDesigns
ResearchDesign
Exploratory Conclusive
ResearchDesign ResearchDesign
Descriptive Casual
Research Research
CrossSectional Longitudinal
Design Design
SingleCross MultipleCross
SectionalDesign SectionalDesign
Tasks
_ Describetheexploratoryphaseofresearch.
_ Defineinfoneeded
_ Specifymeasurementandscalingprocedure
_ Constructquestionaries
_ Samplingprocessandsize.
Table3.1 DifferencebetweenExploratoryand
ConclusiveResearch
Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses
understanding. and examine relationships.
Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -
NASCAR moved to
reach all of America,
not just the traditional
Southern market.
Fig.3.2 PotentialSourcesofErrorin
ResearchDesigns
TotalError
RandomSampling Nonsampling
Error Error
Response Nonresponse
Error Error