Ambiguous problem Provide insight Info defined loosely Process flexible Small

Ambiguous problem provide insight info defined

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Ambiguous problem Provide insight Info defined loosely Process flexible Small sample Results tentative 33 Research Design Exploratory Research Design Conclusive Research Design Research Design Hypothesis testing Info clearly defined Process formal Large sample Results conclusive Descriptive Research Causal Research
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Lecture 2 12 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! 34 Sources and Types of 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 35 Descriptive Research Main objective Describe market characteristics or function Example Develop a profile of target market – Answer relational and comparative RQs Mostly using primary data (in this unit) Common designs Cross-sectional : snapshot of the market place at one point in time Longitudinal : track the changes that take place over time 36
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