Chapter 5

Question 1

What is the Research Design

Answer 1

✓Outline, framework or plan for
conducting a marketing research
project
✓Statement of essential elements of
study
✓Master plan for executing project

Question 2

What should Research design include ?

Answer 2

✓Researcher, research team & their skills
✓Research problem & objectives
✓Statement of data inputs on which solution will be based
(secondary or primary?)
✓Analytical method
✓Available resources, time & money

Question 3

Name the 2 main and subcategories of research design

Answer 3

RESEARCH DESIGN

1Exploratory
2Conclusive
-Descriptive
-Causal

Question 4

Explain exploratory research design and its objectives

Answer 4

▪Explore relatively unknown area
▪Preliminary research to clarify problem/opportunity/phenomenon
▪Collect data that contributes to more meaningful research questions

Objectives:
1. acquire new insight
2. preliminary survey
3. explain central concepts & constructs
4. determine priorities for future research
5. develop new hypotheses

Question 5

What are the 3 exploratory research possibilities ?

Answer 5

1Literature Searches/Surveys
2Case Analyses/Studies
3 Pilot Studies (interviews, focus groups)

Question 6

Explain descriptive studies

Answer 6

▪Statistical method to identify patterns/trends
▪Describes opportunities/threats
▪Answers who, what, when and where
▪In-depth description of individual/s, situation, group,
organisation, consumer attitude etc.
▪Based on some previous understanding BUT conclusive
evidence not yet collected.
e.g. What are the fashion trends among UP students?
Is there a relationship between the price of clothing items and UP students’ purchase behaviour?

Question 7

Name and explain the 2 types of descriptive studies

Answer 7

Longitudinal
oTime-series studies
oRepeat measurement of same
sample of elements over time
oAnalysis of change over time
oContinues / true panels OR
discontinuous / omnibus panels

Cross-sectional
oOnce-off collection of information
oSample survey
oSnapshot of variable at given time
oSample representative of target population

Question 8

Explain causal studies

Answer 8

oDescriptive reveals possible links
oCausal studies TESTS these links & their direction
oWhat is the effect of X on Y?
oAnswers the why question
oONLY Laboratory or Field Experiments

Question 9

What are the factors to consider on which research design should be chosen ?

Answer 9

❑Time & money available
❑Research problem & aim of researcher
❑Availability of scientific information
❑What is known about area under study
❑Availability of sufficient data

Question 10

What are the Techniques used to collect & analyse data

Answer 10

Qualitative
Quantitative
Mixed
method

Question 11

Explain qualitative research

Answer 11

oNon-numerical
oExploring issues, understanding underlying reasons & motivations
oExplain current situation, describe situation for particular group
oQuality determined by trustworthiness (credibility, transferability, dependability and confirmability)
E.g. In-depth interviews with UP students to establish what they
think of a certain fashion trend. Focus group with UP students to
find out their shopping preferences.

Question 12

Explain quantitative research

Answer 12

o Numerical
o Establish relationships between variables via statistical techniques
o Independent variable: stand alone and cannot be changed by other variables (e.g. age, gender, income)
o Dependent variable: affected by other factors (independent
variables)(e.g. purchase behaviour, satisfaction, attitudes)
o Quality depends on reliability & validity

e.g. What age groups purchase crop tops? What are UP students’ attitudes towards skinny jeans? Is there a relationship between the price
of clothing and UP students’ purchase behaviour?

Question 13

Name the 6 steps in planning the research design

Answer 13

1. Data requirements
2. Data sources
3. Data Collection Method
4. Measurement Instruments
5. Sample Plan
6. Data Analysis