Research design and data types Flashcards
What is the difference between a marketing problem and a research problem?
A marketing problem is a problem the business needs to solve in order to attain its goal
A research problem is the information you need to address the marketing problem
Give the definition of primary and secondary data.
primary data -> original data created by the researcher
secondary data -> data collected that already exists (reports, articles)
What are the type of primary data?
- demographic and socioeconomic (age, education, marital status, gender, income)
- psychographic and lifestyle (personality traits, values, interests, activities)
- attitudes and opinions (person’s ideas, convictions)
- awareness and knowldege (of the brand or company)
- motivation (why people do certain things)
- intentions (anticipated or planned future beahvior)
- behavior (purchase habits)
What are the two main collection techniques for primary data?
- communication
- observation
Give a few examples of what secondary can be used for in marketing research.
- clarify, guide or redefine the research to be conducted
- assist in the research design
- interpret primary data with more insights
- provide insights about market size, market conditions, etc
What are the limits of secondary data?
- Availability of the information
- applicability (data does not fit your research problem)
- accuracy (biased data)
- comparability
What are the two types of secondary data sources and give their definitions.
- internal -> sourced within the organization
-> might not be usable or reliable
-> to examine before conducting primary
research
-> ex: customer databases, CRM, loyalty
cards, sales data, etc - external-> sourced from outside the organization
-> google or online watch out for keywords
-> could be free or not
-> ex: newpapers, trade associations,
journals, published reports,
governments, research firms, etc.
What are the 3 types of research design?
- exploratory
- descriptive
- causal
What are the 2 types of descriptive research?
longitudinal study : measured repeatedly used for tracking trends. understand the fluctuation fo data over time.
panels used
true = same sample and questions
omnibus = same sample, different questions
cross sectional study: one-time. ex: sample survey
What is exploratory research?
preliminary research. To be used when you need to gather more information.
most flexible of the research designs
used to: formulate problems more precisely, develop hypothesis, establish priorities for research, eliminate impractical ideas, clarify concepts
What are the 4 types fo exploratory research?
- literature search
- focus group
- in-depth interviews
- projective techniques
What is descriptive research?
Used to describle characteristics of certain groups or segments
used to estimate the proportion of people who behave in a certain way
used to make specific predictions
What is causal research?
used to see the impact of one variable on another
does x cause y
What are the 2 types of causal research?
laboratory experiment
field experiment
Explain the relationship between the three types of research
You start with exploratory research
Then you do a descriptive research which tell you if you need to go back to exploratory research.
If no, then you do a causal research.
Everything starts with exploratory research and the you push with descriptive or causal research
