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1) Overview 2) Research Design: - PDF document

FEP Research Design Market Research LGE 508 1) Overview 2) Research Design: Definition 3) Research Design: Classification 4) Exploratory Research 5) Descriptive Research i.


  1. FEP Research Design Market Research LGE 508 ��������������� ������ 1) Overview 2) Research Design: Definition 3) Research Design: Classification 4) Exploratory Research 5) Descriptive Research i. Cross-Sectional Design ii. Longitudinal Design iii. Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs 6) Causal Research 7) Relationships Among Exploratory, Descriptive, and Causal Research 8) Potential Sources of Error i. Random Sampling Error ii. Non-sampling Error a. Non-response Error b. Response Error 9) Budgeting and Scheduling 10) Marketing Research Proposal 11) International Marketing Research 12) Ethics in Marketing Research 1

  2. FEP Research Design Market Research LGE 508 ����������������� ���������� • 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. ���������������� ��������������� • Define the information needed • Design the exploratory, descriptive, and/or causal phases of the research • Specify the measurement and scaling procedures • Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection • Specify the sampling process and sample size • Develop a plan of data analysis 2

  3. FEP Research Design Market Research LGE 508 ������������������������������ ���������������� Research Design Conclusive Exploratory Research Design Research Design Descriptive Causal Research Research Cross-Sectional Longitudinal Design Design Single Cross- Multiple Cross- Sectional Design Sectional Design ������������������������� �������������������� Exploratory Conclusive Objective: To provide insights and To test specific hypotheses and understanding. examine relationships. Character- Information needed is defined Information needed is clearly istics: only loosely. Research process defined. Research process is is flexible and unstructured. formal and structured. Sample is Sample is small and non- large and representative. Data representative. Analysis of analysis is quantitative. primary data is qualitative. Findings Tentative. Conclusive. /Results: Outcome: Generally followed by further Findings used as input into exploratory or conclusive decision making. research. 3

  4. FEP Research Design Market Research LGE 508 ���������������������� ���������������� Exploratory Descriptive Causal Objective: Discovery of ideas Describe market Determine cause and insights characteristics or and effect functions relationships Flexible, versatile Marked by the prior Manipulation of Characteristics: formulation of one or more specific hypotheses independent variables Often the front Preplanned and end of total structured design Control of other research design mediating variables Expert surveys Secondary data Pilot surveys Surveys Experiments Methods: Secondary data Panels Qualitative Observation and research other data ������������������� �������� • Formulate a problem or define a problem more precisely • Identify alternative courses of action • Develop hypotheses • Isolate key variables and relationships for further examination • Gain insights for developing an approach to the problem • Establish priorities for further research 4

  5. FEP Research Design Market Research LGE 508 ����������������������� �������� • 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 5

  6. FEP Research Design Market Research LGE 508 ����������������������� �������� • Secondary data analyzed in a quantitative as opposed to a qualitative manner • Surveys • Panels • Observational and other data �����!����������������� • Involve the collection of information from any given sample of population elements only once. • In single cross-sectional designs, there is only one sample of respondents and information is obtained from this sample only once. • In multiple cross-sectional designs , there are two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times. • Cohort analysis consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. A cohort is a group of respondents who experience the same event within the same time interval. 6

  7. FEP Research Design Market Research LGE 508 ���������������"�������#���������� $��"������������������ ��������������� !����������"����#�$�" ��� ���� ���� ���� ���� ���� ���� ���� ���� ���� ����� ���� ���� ���� ���� �� ����� ���� ���� ���� ���� �� ����� ���� ���� ���� ���� �� ��� ���� ���� ���� ���� �� �� �� �� �� ����������������������������� ����������������������� ����������������������� ����������������������� ����������������������� ����������������������� ����������������������� ����������������������� %������������������� • A fixed sample (or samples) of population elements is measured repeatedly on the same variables • A longitudinal design differs from a cross- sectional design in that the sample or samples remain the same over time 7

  8. FEP Research Design Market Research LGE 508 ����������������������������������������� %���������������������!#���������������� %&�# ������ ������'�������#� )����� $���#� �������� (����� (����� (��������������� � � )������!� ����*�$������##������ � � ��� ���" � � +�����������&��'�!�#��� � � +������������ � � ,�������-�. ��$�����������#���&���$&��������&������������� $�����/�0���������-�. ��$�����������#���&��$���$&������� �����!#������������������ &���#��'������� 1���$�� ������$ 2�!�������$ �����$�� �����$�� ' �&�" ' �&�" 1���$�� ��� ��� 1���$�1 ��� ��� 1���$�� ��� ��� 2���# �������� ���� 8

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