Marketing research design Flashcards
Marketing research process
1. Research problem Management need of information Clarify research question and define research problem Confirm research objective and asses value of these information 2. Select research design Choose research design and data source Sampling design and size Asses measurement issues and scale Pretest the questionnaire 3. Execute research design Collect, prepare, analyse, transform data Structure into information 4. Communicate results Report to management
Issues marketing research process
Time, energy, money for incomplete, bias, wrong information for right decision making
Definition marketing research design
Master plan of methods to collect and analyse data
Component of research design
Type of data Data collection approach Sampling method Time Budget
Research design 1
Exploratory research design
Collection of secondary or primary data using n unstructured formal or informal format to interpret them.
Research design 2
Descriptive research design
Set of scientific methods to collect raw data and create data structure that describe the existing characteristic of a targeted population or market structure.
Research design 3
Causal research design
Collection of raw data and creation of data structure that allow researchers to model the relationship between two or more market.
Common uses of exploratory research design
Clarify research problem
Create hypothesis
Establish research priorities
Common uses of descriptive research design
Who, what, when, where, how many much often
Two perquisites of causal research design
Concomitant variation
Temporal sequence
Factors that help choose research design
Decision problem
Research questions
Research objectives
Classification of research design
Cross-sectional research design
Longitudinal research design
Definition of cross-sectional research design
Collection of information of any given sample population elements only once.
Single cross-sectional - one sample of respondent drawn from target population
Multiple cross-sectional - two or more sample of respondent whose information are taken at different times
Definition of longitudinal research design
Fixed sample of population whose element is measured repeatedly
Compare cross-sectional and longitudinal
Detect change Data Data accuracy Sample representativeness Response bias
