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Research Design
A research design is a framework or blueprint for conducting the marketing research project It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems The arrangement of conditions for collection and analysis of data in a manner that aims to be relevant to the research purpose with economy in procedure The design helps a researcher to utilize available resources efficiently to achieve research objectives
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Descriptive Research
Cross-Sectional Design Single CrossSectional Design
Causal Research
Longitudinal Design
Exploratory Differences
Objective:
&
Conclusive
Research
Conclusive
Exploratory
To provide insights and understanding Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative
Characteristics:
Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative
Tentative
Conclusive
Descriptive
Describe market characteristics or functions Marked by the prior formulation of specific hypotheses
Causal
Determine cause and effect relationships Manipulation of independent variables, effect on dependent variables Control mediating variables Experiments
Characteristics:
Flexible, versatile
Secondary data: quantitative analysis Surveys Panels Observation and other data
Non-sampling Error
Error
Non-response Error
Researcher
Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error
Error
Interviewer Error
Respondent
Error
Gain insights for developing an approach to the problem Establish priorities for further research
Survey of experts
Pilot surveys Secondary data analyzed in a qualitative way Qualitative research
To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas To estimate the percentage of units in a specified population exhibiting a certain behavior To determine the perceptions of product characteristics To determine the degree to which marketing variables are associated To make specific predictions
Panels
Observational and other data
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