Market Research Ch. 3 - Research Design

Question 1

What is Research Design

Answer 1

A framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the info needed to structure and/or solve marketing research problems

Question 2

What is Exploratory Research

Answer 2

One type of research design, which has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher
* Done in Define Problem and Determine Approach to Problem steps
* Methods
○ Survey of Experts (Ch.2)
○ Pilot Surveys (ch. 2)
○ Case studies (ch. 2)
○ Secondary Data analyzed in a qualitative way (ch. 4)
○ Qualitative Research (Ch. 5)

Question 3

What is a Pilot Survey

Answer 3

Surveys that tend to be less structured than large-scale surveys in that they generally contain more open-ended questions and the sample size is much smaller

Question 4

What is a Case Study?

Answer 4

Studies that involve an intensive examination of a few selected cases of the phenomenon of interest. Cases could be customers, stores, or other units

Question 5

Conclusive Research

Answer 5

Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.
* Quantitative, Structured, formal
* Tests hypotheses; examines relationships
* Basis for decision-making
* Conclusive
* Sample sizes large and representative

Question 6

What is Descriptive Research?

Answer 6

A type of conclusive research tat has as its major objective the description of something – usually market characteristics or functions
* Based on hypotheses formed during Step 2 of MR Process
* Goal: to describe something, usually market characteristics or functions
* 6 Ws before gathering info:
○ Who to be researched
○ What info to obtain
○ When should we get it
○ Where to get info
○ Why are we getting info
○ Way to get info (What method?)
* Major Methods
○ Secondary data analyzed quantitatively (ch. 4)
○ Surveys (ch. 6)
○ Panels (ch. 4 and 6)
○ Observational and other data (ch. 6)

Question 7

What is Cross-sectional Design?

Answer 7

A type of research design involving the collection of information from any given sample of population elements only once.

Question 8

What is a Single Cross-Sectional Design?

Answer 8

A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.

Question 9

What is Multiple Cross-sectional design?

Answer 9

A cross-sectional design in which there are two or more samples of respondents, and information from each sample is obtained only once.

Question 10

What is a Cohort Analysis?

Answer 10

• Series of surveys done in intervals
• Cohort: respondents who have experienced same thing at around same time; share the same characteristic

Question 11

What is Longitudinal Design?

Answer 11

A type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time, thus providing a series of pictures that, when viewed together, portrays a vivid illustration of the situation and the changes that are taking place over time.

Question 12

What is a panel?

Answer 12

A sample of respondents who have agreed to provide info at specified intervals over an extended period.

Question 13

What is Causal Research?

Answer 13

A type of conclusive research where the major objective is to obtain evidence regrading cause-and-effect (causal) relationships.

Question 14

What is Total Error?

Answer 14

The variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project

Question 15

Random Sampling Error

Answer 15

The error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value for the sample and the true mean value of the population.

Question 16

Nonsampling error

Answer 16

Error that can be attributed to sources other than sampling, and it can be random or nonrandom

Question 17

Nonresponse Error

Answer 17

A type of nonsampling error that occurs when some of the respondents included in the sample do not respond. This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample

Question 18

Response Error

Answer 18

A type of nonsampling error arising from respondents who do respond but give inaccurate answers or their answers are misrecorded or misanalyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project.

Question 19

Surrogate information error

Answer 19

This is the variation between the info needed for the marketing research problem and the info sought by the researcher

Question 20

Measurement Error

Answer 20

This is the variation between the info sought and the info generated by the measurement process employed by the researcher

Question 21

Population Definition Error

Answer 21

This is the variation between the actual population relevant to the problem at hand and the population as defined by the researcher

Question 22

Sampling Frame Error

Answer 22

This is the variation between the population defined by the researcher and the population as implied by the sampling frame user.

Question 23

Data Analysis Error

Answer 23

Error that occurs while raw data from questionnaires are transformed into research findings.

Question 24

Respondent Selection Error

Answer 24

Error that occurs when interviewers select respondents other than those specified by the sampling design or in a manner inconsistent with the sampling design

Question 25

Questioning Error

Answer 25

Errors made in asking questions of the respondents or in not probing when more info is needed

Question 26

Recording Error

Answer 26

Errors in hearing, interpreting and recording the answers given by the respondents.

Question 27

Cheating Error

Answer 27

The interviewer fabricates answers to a part or the entire interview

Question 28

Inability Error

Answer 28

This error results from the respondent’s inability to provide accurate answers

Question 29

Unwillingness Error

Answer 29

Error due to the respondent’s unwillingness to provide accurate info

Question 30

Budgeting and scheduling

Answer 30

Management tools needed to help ensure that the marketing research project is completed within the available resources

Question 31

Critical Path Method (CPM)

Answer 31

Management technique of dividing a research project into component activities, determining the sequence of these components and the time each activity will require

Question 32

Program Evaluation and Review Technique (PERT)

Answer 32

A more sophisticated critical path method that accounts for the uncertainty in project completion times

Question 33

Graphical evaluation and Review Technique (GERT)

Answer 33

A sophisticated critical path method that accounts for both the completion probabilities and the activity costs

Question 34

Marketing Research Proposal

Answer 34

The official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods. It gives a cost estimate and a time schedule for completing the project.