Session Two 💙

Question 1

Step 4: Determine research design includes (3) steps:

Answer 1

1) Information: Identify the information type and information sources.
2) Surveys: Designing the surveys (data collection forms)
3) Sample: Determining the way to choose the sample and the size of the sample.

Question 2

Step 4: Determine the design/plan of the research: Information:

Answer 2

1) Figuring our what information is needed to answer the research questions/ objectives.
2) Finding out how that information should be obtained.

Question 3

Step 4: Determine the design/plan of the research: Information: Primary research:

Answer 3

Research originated by the research to address the current specific problem.

Question 4

Step 4: Determine the design/plan of the research: Information: Secondary research:

Answer 4

Data that has been collected for another purpose/ problem. Can be internal (in the company) and external (found outside the company).

Question 5

Step 4: Determine the design/plan of the research: Evaluating secondary data:

Answer 5

There are 2 criteria that can be used to evaluate if the secondary data is good to answer the problem of the research:

Fit:
- Nature: Looking at the content of the data.
- Objective: What purpose was the data collected for?
- Currency: When was the data collected?

Accuracy:
- Specifications: What methods were used to collect the data.
- Error: Accuracy of the data.
- Dependability: Overall, is the data dependable (trustworthy and reliable).

Question 6

Step 4: Determine the design/plan of the research: Research Design: The 3 types of Research Design:

Answer 6

1) Exploratory research
2) Descriptive research
3) Causal research

Question 7

Step 4: Determine the design/plan of the research: Research Design: Exploratory research:

Answer 7

Aims to gain a better understanding of the problem and explore the directions for future research.

• Can help identify the problem more specifically (which helps with research after).
• Helps generate hypothesis (by uncovering relationships between variable, researchers can develop testable hypothesis [to further study]).

Several ways to do it:
- Individual interviews.
- Focus groups: Group discussions/ interview.
- Case analysis.
- Observation: Direct observation in a natural setting.

Uncovering valuable information that can guide the research process.

Question 8

Step 4: Determine the design/plan of the research: Research Design: Descriptive/ Survey Research:

Answer 8

Used after the research objectives (what we’re looking for) is decided.

Focuses on learning about the characteristics of consumers and/ or markets (not about the relationships). Used to summarize data (mean, median, mode).

Can be done with questionnaires (set of questions).

Summarizing data into relevant statistics to give meaning to the research:
- Descriptive statistics (mean, median, mode, %)
- Relationships/ association statistics (correlation, cross-tabulation).

Question 9

Step 4: Determine the design/plan of the research: Research Design: Descriptive/ Survey Research: Cross-sectional studies:

Answer 9

Measuring a sample at only one point in time.

Question 10

Step 4: Determine the design/plan of the research: Research Design: Descriptive/ Survey Research: Longitudinal studies:

Answer 10

Repeatedly measuring the same sample of a population over a period of time.

Question 11

Correlation:

Answer 11

Simply the observation that two things are occurring together.

Question 12

Step 4: Determine the design/plan of the research: Research Design: Causal research:

Answer 12

To assess causality (cause and effect relationships between variables).

Method: Experiments (manipulating or interfering with the independent variable to measure the resulting changes in the dependent variable to determine if there is causality).

Question 13

Causation/ causality:

Answer 13

One variable affects the other.
“If X, then Y.”

Question 14

Survey design: Measurement:

Answer 14

It’s a way to capture what you want to understand (quantifying a particular property or characteristic of an object).

Example: For age, the measurement is years. For rating, the measurements are “poor,” “fair,” “good,” and “excellent.” For favourite brand of soda, it’s “coke,” “pepsi,” “dr.pepper.”

Question 15

Survey design: Properties:

Answer 15

The specific features or characteristics of an object that can be used to differentiate it from another object.

Objective properties (like age - can’t be changed by an opinion).
-> Example: Age, income, number of units purchased.

Subjective properties (someone’s opinion about an object, for example).
-> Example: Attitudes, opinions or intentions.

Question 16

Survey design: Scales: Nominal scales:

Question 17

Survey design: Scales: Ordinal scales:

Question 18

Survey design: Scales: Interval scales:

Question 19

Survey design: Scales: Ratio scales:

Answer 19

Classifies variables (respondents) into categories (which section about the marketing class they are in for example).

Categories are neutral, no ranking among them.

• Categories are mutually exclusive: Each observation can belong to only one category.
  • Categories are exhaustive: All possible categories that describe the variable are included.

Example: Which brand(s) of electronics do you own now? (choose all that apply) -> Respondents putting themselves into neutral categories based on the question.

Variables categorizing themselves, categories are neutral.

Question 20

Survey design: Scales: Ordinal scales:

Answer 20

Rank-order, respondents express the relative magnitude of something (preference over a brand to another).

The intervals between rankings (numbers) are unknown.

Question 21

Survey design: Scales: Interval scales:

Answer 21

Rank-order, respondents express the relative magnitude of something and the intervals between numbers are meaningful. Does not compare absolute magnitude.

Example: How much do you disagree or agree with each of the following statements (from 1 to 5) -> Likert scales.
Select the response that closely reflects your opinion on a product (from one adjective to the opposing adjective).

Question 22

Survey design: Scales: Ratio scales:

Answer 22

An absolute number, one can compare magnitude.

Examples: weight, length, speed, income, spendings, market shares.

Example: How many times did you go grocery shopping in the last month? “1 time,” “2 times,” “3 times,” “4 times,” “5 times.”