Marketing Research Process Overview (Week 2) Flashcards
True or False…
Marketing research should be guided by theory
True
Exploratory research is for…
the discovery of new constructs or new relationships between known constructs
Descriptive and Causal research are for…
Justification of theory through data analysis
Conceptualisation is about…
establishing relationships between variables in an analytical model
What are constructs?
Intangible concepts
The _____ ___ will often contain a construct, which needs to be broken down into measurable objectives
Broad MRP
When phenomena are observed and a conclusion drawn on the basis of the information collected, this is what type of research?
Inductive (exploratory) research
When a hypothesis is derived from theory and data is gathered to test that hypothesis, this is what type of research?
Deductive (descriptive or experimental) research
What is an analytical model?
A set of variables and their interrelationships designed to represent, in whole or in part, some system or process.
3 Analytical Models:
- Verbal
- Graphical
- Mathematical
Propositions are more common in _________ studies
exploratory
The marketing research objectives specify…
exactly what info should be obtained for decision making
Research design is the…
framework or blueprint for conducting an MR project
Research design details…
the procedures necessary for obtaining the info needed to structure and/or solve MRP’s
Exploratory research employs…
unstructured, subjective, inductive, ‘interpretive’ methods
Exploratory research uses a _____ sample
Small
Descriptive research employs…
structured, objective, deductive survey methods
Descriptive research uses a _____ sample
Large
The goal of descriptive research is to…
Describe characteristics of a population/phenomenon
Causal research employs…
structured, objective, deductive, ‘experimental’ methods
Causal research focuses on…
cause and effect between IV’s and DV’s
The goal of causal research is to…
provide explanation to facilitate predictions
Cross-sectional design and Longitudinal design are forms of ___________ research
Descriptive
