• a set of concepts or ideas related in a specified manner to represent the main phenomenon underlying the MRP you are trying to investigate • The relationships represented in the model are mostly hypothetical (i.e., need to be verified in the research process) • Try to visualize this by imagining a bunch of floating shapes connected to each other in some way (the connections indicating relationships) How do I come up with an analytical model? • Determine the key process and relationships you need to investigate in the MRP Research Questions and Hypotheses • Research questions (RQs) are refined statements of a relationship described in the model or MRP that are also of interest to the researcher. • A hypothesis (H) is an unproven statement or proposition about a relationship. Often, a hypothesis is a possible answer to the research question. • Each RQ and H covers a narrow aspect of the component of MRP • They are very specific and precise and can be empirically tested Examples of RQ and Hs • RQ : Is fuel efficiency important for car buyers? • H1 : Fuel efficiency is not an important factor for buyers of Sports Utility Vehicles (SUV). • H2 : Fuel efficiency is important for buyers of station wagons. • H3: ? What is Research Design • The detailed blueprint or plan to guide the implementation of a research study • It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
Sources and Types of Data • Secondary data – already exists – has been collected for another purpose • Primary data – does not exist – collected specifically for research project Always start from secondary data! • Qualitative data – tends to be narrative in nature – describes attitudes, opinions and motivations in words • Quantitative data – describes variables by allocating a number to represent attitudes, opinions and motivations Descriptive Research • Main objective – Describe market characteristics or function
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- Fall '16