AKP-MKTG3710-Ch5

AKP-MKTG3710-Ch5 - Chapter5 ResearchDesign MKTG3710...

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Chapter 5 Research Design MKTG 3710 Audhesh Paswan
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Research Design A research design is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
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Types of Research Design Although every problem and research objective may seem totally unique, there are usually enough similarities among problems and objectives to allow decisions to be made in advance about the best plan to resolve the problem. There are some basic marketing research designs that can be successfully matched to given problems and research objectives.
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Types of Research Design Three traditional categories: Exploratory Descriptive Causal The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and research objectives.
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Research Design. . Exploratory Descriptive Causal
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Exploratory Research Descriptive Research Causal Research (Unaware of Problem) (Aware of Problem) (Problem Clearly Defined) “Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?” in our product?” DEGREE OF PROBLEM DEFINITION DEGREE OF PROBLEM DEFINITION possible situation
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Research Design: A Caution Research design should not be viewed as a step- by-step process. Research may begin with any one of the three types of research designs.
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Basic Research Objectives and Research  Design Research Objective Appropriate  Design To gain background information, to define terms, to clarify  Exploratory problems and hypotheses, to establish research priorities To describe and measure marketing phenomena at a point Descriptive in time To determine causality, to make “if-then” statements Causal
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Research Design: 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. Exploratory research is usually conducted when
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AKP-MKTG3710-Ch5 - Chapter5 ResearchDesign MKTG3710...

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