An approach consists of the following items An analytical framework or model

An approach consists of the following items an

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An approach consists of the following items An analytical framework or model Research Questions Hypotheses Specification of the Information Needed 8 Develop an approach to the problem Today’s Class Developing an approach to the problem Overview of different research designs 9
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Lecture 2 4 Step 1: Defining the Problem Step 2: Developing an Approach to the Problem Step 3: Formulating a Research Design Step 4: Doing Field Work or Collecting Data Step 5: Preparing and Analyzing Data Step 6: Preparing and Presenting the Report 10 the marketing research process 7/30/2018 11 The reasons for developing research question (RQ) and hypothesis (H) and their relationship with MRP Components of MRP are still too broad/vague and cannot be answered directly Components provide the general categories from which specific RQs can be developed RQs should be able to be answered directly with data collection and analysis Variable Variable is an entity that can take on different values to represent an underlying concept Example: income, age, brand awareness, customer satisfaction It doesn’t have to be about quantity, e.g., gender, nationality, etc It needs to vary (i.e., different people could have different values) Most variables in this unit correspond to one question in the survey questionnaire 7/30/2018 12
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Lecture 2 5 Example – names of variables collected in week 1 survey 13 Variable name Survey Q# Past academic performance Q4_1 Enjoy math/numbers Q4_2 Enjoy drawing/writing Q4_3 Enjoy physical activity Q4_4 Time spent on studying Q4_5 # of books read Q5 Habits/Traits Variable Survey Q# Gender Q9 Nationality Q10 Employment status Q11 Type of high School Q12 Mother’s education level Q13 Birth order Q14 Characteristics Examples of some routinely investigated variables 14 Brand awareness Attitudes towards a brand Intention to buy Importance of factors Various demographic characteristics Satisfaction of experience Sometimes, you will encounter the concepts dependent variable (DV) and independent variable (IV) 15 The value of the DV (dependent variable, or Y) changes as a result of the change in the value of the IV (independent variable, or X), but not the other way around In another word, IV is “ predictive ” of DV (i.e., the IV affects the DV) Example Amount of smoking (IV) and the probability of getting cancer (DV) Income (IV) and how much people spend on buying a car (DV)
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Lecture 2 6 Research question and hypothesis Research questions (RQ) – precisely stated conjectural questions about the relationship between variables relevant to your MRP In particular, questions involve the customer attitude/behavior you are trying to study “Conjectural” because they need to be tested with data Hypothesis (H) –a tentative and conjectural relationship between variables that is stated in a declarative form.
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