Week 2 -Research Design - Dr. Felix Tang Marketing Research...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
Dr. Felix Tang – Marketing Research – Week 2 – Page 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dr. Felix Tang – Marketing Research – Week 2 – Page 2 Learning Objectives of Week 2 1. Appreciate the importance of designing an approach to marketing problems 2. Differentiate the three types of research design: exploratory, descriptive, and causal 3. Apply the three types of research design in solving marketing problems
Background image of page 2
Dr. Felix Tang – Marketing Research – Week 2 – Page 3 Designing an Approach to Marketing  Problems
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dr. Felix Tang – Marketing Research – Week 2 – Page 4 Developing an approach to the problems Formulating a research design Doing field work or collecting data Preparing and presenting the reports Approach to the Problem  Research Questions (RQ) Hypotheses (H) Information Needed  (Data) Decision Problem
Background image of page 4
Dr. Felix Tang – Marketing Research – Week 2 – Page 5 Problem definition Problem definition  is a broad statement of the  general problem and identification of the specific  components of the marketing research problem. Tasks to do:  Discussion with decision makers  Interviews with industry experts  Secondary data analysis  Qualitative & Exploratory  research Decision Problem
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dr. Felix Tang – Marketing Research – Week 2 – Page 6 Development of research questions &  hypothesis Research questions (RQ) are refined statements of  the specific components of the problem. Research Questions (RQ) Research Question: What cellular phone features do HSSC students want?
Background image of page 6
Dr. Felix Tang – Marketing Research – Week 2 – Page 7 A hypothesis (H) is an unproven statement or  proposition about a factor or phenomenon that is of  interest to the researcher.  Often, a hypothesis is a possible answer to the  research question. Hypotheses (H) Hypothesis 1 : HSSC students wants cellular phone that are cheap. Hypothesis 2 : HSSC students wants cellular phone that are trendy. 假假 Development of research questions &  hypothesis
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dr. Felix Tang – Marketing Research – Week 2 – Page 8 In research, a hypothesis serves several important  functions: It guides the direction of the study. It identifies facts that are relevant and those that are not. It suggests which form of research design is likely to be  most appropriate. It provides a framework for organizing the conclusions that  result. Hypotheses (H) Development of research questions &  hypothesis
Background image of page 8
Dr. Felix Tang – Marketing Research – Week 2 – Page 9 Hypothesis formats Descriptive Correlation Causal In Hong Kong, our  potato chip market share  stands at 13.7% Asian cities are  experiencing budget  difficulties Young women under 35  purchase fewer units of  product than women who  are older than 35 The number of suits  sold varies directly with 
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 50

Week 2 -Research Design - Dr. Felix Tang Marketing Research...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online