BMKT 312 F13 C4 Review

BMKT 312 F13 C4 Review - BMKT 312 CHAPTER 4 STUDY GUIDE...

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BMKT 312 C4 Study Guide 1 BMKT 312: CHAPTER 4 STUDY GUIDE RESEARCH DESIGN 1. What is research design? Research design is the master plan that directs the methods and procedures for collecting and analyzing information required to help solve the managerial problem. 2. Why it is significant for marketing researchers to be knowledgeable of research design? Research design directs the rest of the research based on assumptions about the characteristics of the managerial problem. Therefore, this is significant decision because it requires clarity and sensitivity to identify the true characteristics of the managerial problem. 3. Discuss how research design can lead to ethically sensitive situations? In the marketing research industry, the following are among the potential ways that researchers sometimes take advantage of clients in the research design process. Such scenarios are unethical and should not be allowed. Recommending a more costly design than is needed without revealing to the client that there is an inexpensive option Designing a study in which data are collected for multiple clients with the clients’ knowledge Using information obtained (for a client) in one project in another research project without the original client’s consent Over- or underestimating data collection costs Wrongfully gaining respondent cooperation to reduce costs Misrepresenting sampling methods 4. What is exploratory research? Exploratory research is unstructured, informal research that is undertaken to gain information about the nature of a problem. It is usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information. For example, when the research is unable to spot an IV or DV in a problem, exploratory research is used to specify the problem. The purposes of exploratory research are to (1) gain background information, (2) define terms, (3) clarify problems and hypotheses, and (4) establish research priorities.
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BMKT 312 C4 Study Guide 2 5. What is the difference between longitudinal studies and cross-sectional studies? By definition, cross-sectional studies measure a population at only one point in time, while longitudinal studies repeatedly measure the same population over a period of time. A cross-sectional study is like a snapshot and a longitudinal study is like a video. 6. What is the difference between a continuous and a discontinuous panel? Continuous panels ask panel members the same questions on each panel measurement. Discontinuous panels vary questions from one panel measurement to the next. Unlike the continuous panel, discontinuous panels may be used for multiple purposes because the information collected by a discontinuous panel varies from one panel measurement to the next. Continuous panels are ideally suited to brand switching and market tracking studies, while discontinuous panels are of the snapshot variety, where comparisons are made between groups included in a discontinuous panel.
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