Chapter5 - Research Design The Grand Design Research Design...

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Research Design The Grand Design
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Ch 5 2 Research Design Research design is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
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Ch 5 3 The Significance of Research Design Each problem and research objective may be unique…but there are enough similarities that we can make some decisions in advance about the best plan to resolve the problem.
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Ch 5 4 The Significance of Research Design There are basic marketing research designs that can be successfully matched to given problems and research objectives, and they serve the researcher much like the blueprint serves the builder.
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Ch 5 5 Types of Research Design Three traditional categories: Exploratory Descriptive Causal The choice depends largely on the research objectives and how much is known about the problem.
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Ch 5 6 Basic Research Objectives and Research Design Research Objective Appropriate Design To gain background information, Exploratory to define terms, to clarify problems and hypotheses, to establish research priorities To describe and measure marketing Descriptive phenomena at a point in time To determine causality, Causal to make “if-then” statements
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Ch 5 7 Exploratory Research Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. By unstructured, we mean there is no formal set of objectives, sample plan, or questionnaire.
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Ch 5 8 Exploratory Research It is usually conducted when the researcher does not know much about the problems. Exploratory research is usually conducted at the outset of research projects.
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Ch 5 9 Exploratory Research Uses Gain Background Information Define Terms Clarify Problems and Hypothesis (refine research objectives) Establish Research Priorities
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Ch 5 10 Exploratory Research A variety of methods are available to conduct exploratory research. Secondary Data Analysis Experience Surveys Case Analysis Focus Groups Projective Techniques
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Ch 5 11 Descriptive Research Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how. Descriptive research is desirable when we wish to project a study’s findings to a larger population , if the study’s sample is representative.
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Ch 5 12 Research Design: Descriptive Research Two basic classifications: Cross-sectional studies Longitudinal studies
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Ch 5 13 Classification of Descriptive Research Studies Cross-sectional studies measure units from a sample of the population at only one point in time . (snapshots)
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Chapter5 - Research Design The Grand Design Research Design...

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