Final study guide

Final study guide - Marketing Research Study Guide...

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Unformatted text preview: Marketing Research Study Guide Exploratory research that usually is designed to generate ideas when the hypotheses are vague or ill-defined Descriptive research that usually is designed to provide a summary of some aspects of the environment when the hypotheses are tentative and speculative in nature Causal research having very specific hypotheses that is usually designed to provide the ultimate level of understanding a knowledge that one construct under certain conditions causes another construct to occur or to change Best thing you can do is show correlation Evidence o Concomitant variation evidence of the extent to which X and Y occur together o Time order of occurrence of variables evidence that shows X occurs before Y o Elimination of other possible causal factors evidence that allows the elimination of factors other than X as the cause of Y X the presumed cause Y the presumed effect Research design process Preliminary planning Research purpose o Decision alternatives o Problem or opportunity o Research users Research objective o Research question o Hypothesis development o Research boundaries Estimate value of research information Research design Research approach o Choice of data collection method Secondary and standardized data Qualitative methods Surveys Experiments o Role of research supplier Project design Raw data collection Research tactics o Develop measures of interest o Construct questionnaire o Design experiments o Design sampling plan o Anticipate analysis Implementation Data collection o Field work o Data processing Data analysis o Statistical analysis o Interpretation All research has error Experimental research provides strongest evidence Action standard tipping point, where we need to be to make a difference Marginal revenue / marginal cost most important in making decisions in business Correlations Correlations measure the strength of the relationship of the 2 variables Perfectly positive correlation = 1 If below .05 than it is statistically significant and you reject the null Questionnaire building Planning what to measure o What if game o Interesting but not vital questions Formatting the questionnaire o Open ended (descriptive or exploratory) Unlimited response domain presented to respondents Limited feasible response domain (ex. what state were you born in?) Advantages Respondents are unconstrained Doesnt require a prior knowledge of feasible response range Lower reactivity bias Ex. what events are students likely to consume alcohol at? Disadvantages Respondent effort too much effort Respondent handwriting, ability to articulate Coding time consuming Question ambiguity Interviewer influence especially on the phone o Close ended Di/multichotomous Scales number of response categories Advantages...
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Final study guide - Marketing Research Study Guide...

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