BADM 322 - Chapter 5 summary.pptx - Chapter 5 of the...

This preview shows page 1 out of 1 page.

Chapter 5 of the textbook is solely focused on Descriptive Research, where a vast majority of marketing research studies are descriptive in nature. Descriptive research is used when the purpose is to either: (1) Describe characteristics of certain groups, e.g., we might attempt to profile users of our brand with respect to income, gender, age, or educational level; (2) Estimate the proportion of people who behave in a certain way, e.g., the proportion of people who or work within a specified radius of a proposed shopping complex; (3) Make specific predictions, e.g., if we could predict the level of sales we should expect over the next five years, we could plan for the hiring and training of new sales reps. One of the decisions that must be made in planning is whether to conduct a longitudinal or cross-sectional study. The cross-sectional study is the most common type of study ran, where we measure various characteristics on a sample from the population of interest and the measures are taken one time only. On the other hand, longitudinal analysis involves panels
Image of page 1
You've reached the end of this preview.
  • Fall '08
  • Gau,R

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern