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Unformatted text preview: make “if-then” statements
When should we use descriptive / survey research methods?
When the nature of the problem warrants such use: asking what respondents think,
feel, and do
If the questions of interest focus on who, what, where, when, and how
When the purpose of the research is to identify meaningful relationships, determine
whether true differences exist, or verify the validity of relationships
Large samples, structured questions, quantitative in nature
Two Major Types of Survey Research
Panels: Continuous and Discontinuous
Three Basic Types of Design
Used to gain background information, to define terms, to clarify problems and hypotheses, to establish research priorities
To describe and measure marketing phenomena
To determine causality, to make “if-then” statements
Independent, Dependent, and Extraneous Variables
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This note was uploaded on 10/16/2012 for the course MKTG 3350 taught by Professor Engel,stev during the Summer '08 term at Colorado.
- Summer '08