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
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
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)
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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