-Helps you to think about the MRP more systematically -The main task involved in solving the MRP is often to test the key relationship in the model Research Design: Research design categorized by function : 1. Exploratory research design 2. Conclusive research design: (1)Descriptive Research -Main objective: describe market characteristic or function -Example: develop a profile of target market, answer relational and comparative RQs -Mostly using primary data -Common designs: cross-sectional, longitudinal (2)Casual Research -Main objective: identify casual relationships -Example: identify cause and effects, determine the extent of the relationship -Primarily conducted through experiments Research design(data) categorized by source : - Secondary data : already exists, has been collected for another purpose - Primary data : does not exist, collected specifically for research project *Start from secondary data! Research design(data) categorized by the nature of the data : - Qualitative data : tends to be narrative in nature, describes attitude, opinions and motivations in words - Quantitative data : describe variables by allocating a number to represent attitudes, opinions and motivations. Research proposal: -A written document that contains the essence of the research project and serves as a contract between the researcher and management. 1. Executive summary 2. The research problem -Background -Statement of the problem 3. Research approach
-Research questions and hypothesis 4. Research design 5. Reporting, costs and timing 6. Appendix Wk3 Secondary data -Company internal 內部 data -Any data collected by outside agencies and organizations -Existing literature Primary and Secondary data Primary Data Secondary Data Collection purpose For the problem at hand For other problem Collection process Very involved Rapid 快速 and easy Collection cost High Relatively low Collection time Long Short *Always start with secondary data! Different types of secondary data -Existing literature: Previous marketing research studies on similar topics, books, academic journal articles, newspaper articles, blogs -Company internal data -Government data(Australian Bureau of Statistics 澳大利亞統計 局 ): ABS -Syndicated data: Surveys, panels 模板 , scanner data Wk4 Categorical 明確的 questions that classify people into groups -e.g. gender, age, marital status 婚姻狀況 Metric 測 量 的 questions that quantify the strength of feelings, emotions, attitude and beliefs, or the extent to which you exhibit a particular behavior
-e.g. How much do you agree or disagree with each of the following statement about service at Myer department stores? Strongly disagre e Disagre e Neither agree nor disagree Agree Strongly agree 1. Myer has friendly staff 1 2 3 4 5 2. Myer’s staff are responsible 1 2 3 4 5 3. Myer’s staff are knowledgeable 1 2 3 4 5 For both categorical and metric questions, the answers are typically coded in numbers.
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