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 • Doesn’t 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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