Market Research Ch. 3 - Research Design Flashcards
What is Research Design
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
What is Exploratory Research
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)
What is a Pilot Survey
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
What is a Case Study?
Studies that involve an intensive examination of a few selected cases of the phenomenon of interest. Cases could be customers, stores, or other units
Conclusive Research
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
What is Descriptive Research?
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)
What is Cross-sectional Design?
A type of research design involving the collection of information from any given sample of population elements only once.
What is a Single Cross-Sectional Design?
A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once.
What is Multiple Cross-sectional design?
A cross-sectional design in which there are two or more samples of respondents, and information from each sample is obtained only once.
What is a Cohort Analysis?
- Series of surveys done in intervals
- Cohort: respondents who have experienced same thing at around same time; share the same characteristic
What is Longitudinal Design?
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.
What is a panel?
A sample of respondents who have agreed to provide info at specified intervals over an extended period.
What is Causal Research?
A type of conclusive research where the major objective is to obtain evidence regrading cause-and-effect (causal) relationships.
What is Total Error?
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
Random Sampling Error
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.
Nonsampling error
Error that can be attributed to sources other than sampling, and it can be random or nonrandom
Nonresponse Error
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
Response Error
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.
Surrogate information error
This is the variation between the info needed for the marketing research problem and the info sought by the researcher
Measurement Error
This is the variation between the info sought and the info generated by the measurement process employed by the researcher
Population Definition Error
This is the variation between the actual population relevant to the problem at hand and the population as defined by the researcher
Sampling Frame Error
This is the variation between the population defined by the researcher and the population as implied by the sampling frame user.
Data Analysis Error
Error that occurs while raw data from questionnaires are transformed into research findings.
Respondent Selection Error
Error that occurs when interviewers select respondents other than those specified by the sampling design or in a manner inconsistent with the sampling design
Questioning Error
Errors made in asking questions of the respondents or in not probing when more info is needed
Recording Error
Errors in hearing, interpreting and recording the answers given by the respondents.
Cheating Error
The interviewer fabricates answers to a part or the entire interview
Inability Error
This error results from the respondent’s inability to provide accurate answers
Unwillingness Error
Error due to the respondent’s unwillingness to provide accurate info
Budgeting and scheduling
Management tools needed to help ensure that the marketing research project is completed within the available resources
Critical Path Method (CPM)
Management technique of dividing a research project into component activities, determining the sequence of these components and the time each activity will require
Program Evaluation and Review Technique (PERT)
A more sophisticated critical path method that accounts for the uncertainty in project completion times
Graphical evaluation and Review Technique (GERT)
A sophisticated critical path method that accounts for both the completion probabilities and the activity costs
Marketing Research Proposal
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.
