Planning for research Flashcards
1
Q
What are some features of research questions?
A
- Has an IV and a DV which links back to MRP
- Refined statements of relevant areas of MRP
2
Q
What are some examples of MRP components?
A
- Attributes
- Usage (Can be broad or in different contexts)
- Socio-demographics
- Psychographics
- They are a ‘predictive model’
3
Q
What is a MRP hypothesis?
A
- Unproven statement
- Builds on the research question
4
Q
What are some features of relational RQs?
A
- Tests the relationship between the IV and the DV
- Aims to demonstrate associations
- ‘Is there an association between customers’ perception of HP computer quality and their overall satisfaction with the brand?
5
Q
What are some features of comparative RQs?
A
- Compares two components/outcomes- or two groups within a component
- Aims to demonstrate the importance of variables or segments
- ’ Does overall satisfaction with HP differ between those who perceive customer service as fast compared to slow?
6
Q
What are some features of exploratory research designs?
A
- Gives insight/perspective
- Information loosely defined
- Flexible, small non-representative sample
- findings are tentative
- Generally followed by conclusive / more exploratory
7
Q
What are some features of conclusive research designs?
A
- Examines relationships and tests hypothesis’
- Information is clearly defined
- Structured and formal, large and representative
- Data analysis is usually quantitative
- Conclusive findings
- Followed by a management decision
8
Q
What are some features of exploratory descriptive research designs?
A
- They describe the market characteristics and functions
- Marked by the prior formulation of a specific hypothesis
- Pre-planned and structured design
- Secondary data, surveys, panels, observation
9
Q
What are some features of exploratory causal research designs?
A
- Determine cause and effect
- Manipulate one or more IV’s
- Measure the effect on the DV
- Lab and field
