Consider other variables – was the competitor out of stock
Experiments Experiment o A carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect. Experimental variable o Represents the proposed cause and is controlled by the researcher by manipulating it. Manipulation o The researcher alters the level of the variable in specific increments. Test-market o An experiment that is conducted within actual market conditions. Uncertainty Influence the Type of Research Exploratory research is conducted during the early stages of decision making Next, once management is aware of the problem but lacks knowledge, descriptive research is usually conducted Causal research requires sharply defined problems 6 Stages in the Research Process 1. Defining the research objectives 2. Planning a research design
3. Planning a sample 4. Collecting the data 5. Analyzing the data 6. Formulating the conclusions and preparing the report
Defining the Research Objectives Research objectives o The goals to be achieved by conducting research. Problem definition (statement of research objectives) often the term deliverables is used in consulting Defining the Problem Exploratory research might be used to help discover or define the decisions using: Previous research o Literature review A directed search of published works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand. o Pilot studies A small-scale research project that collects data from respondents similar to those to be used in the full study. Pretest A small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study. Focus group A small group discussion about some research topic led by a moderator who guides discussion among the participants.
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- Fall '14
- Marketing, Exploratory research