Word The Information Requested Of The Respondent Using The Respondents
Frame Of Reference Often we use jargon, which is terminology associated with a
particular field. Researchers realize that when they are formulating their research
objectives, the inf
Causal Research Causality may be thought of as understanding a phenomenon in terms of
conditional statements of the form If x, then y. If Yellow Page ads are in color, then consumer
attitudes toward the product will be more positive than if the ad is in b
FORMULATE THE MARKETING RESEARCH PROPOSAL Once a marketing
researcher and client have agreed upon the problem-decision alternatives and the research
objectives, the marketing researcher prepares a marketing research proposal. The purpose of the
Categorical Response Format Questions The Categorical Question lists response
options on the questionnaire that can be answered quickly and easily.
o Dual-Choice Categorical Question Only has two response options, such as
yes or no.
o Multiple-Choice Cate
The Basic Research Objective and Research Design
To gain background information, to define
terms, to clarify problems and hypotheses, to
establish research priorities.
To describe and measure marketing
Chapter 4: Understanding Research Design
Pg 78 84, 87 93
RESEARCH DESIGN A Research Design is a set of advance decisions that make up the
master plan specifying the methods and procedures for collecting and analyzing the needed
Methods of Conducting Exploratory Research These include secondary data analysis,
experience surveys, case analysis, focus groups, and projective techniques.
Secondary Data Analysis The process of searching for and interpreting existing
- Uses of Exploratory Research Exploratory research is used in a number of situations:
to gain background information, to define terms, to clarify problems and hypotheses, and
to establish research priorities. Exploratory research should almost always be
CONSIDERATIONS IN CHOOSING A QUESTION-RESPONSE FORMAT How does
the researcher decide on which option to use? At least four considerations serve to narrow down
the choice: (1) The nature of the property being measured (2) previous research studies (3) the
Cross-Sectional Studies Measure units from a sample of the population at one point in
time. Because cross-sectional studies are one-time measurements, they are often
described as snapshots of the population.
o Sample Surveys These are cross-sectional st