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8/6/2019 Research Design MM303 04082009
http://slidepdf.com/reader/full/research-design-mm303-04082009 1/15
Research Design
8/6/2019 Research Design MM303 04082009
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The Marketing Research Process The Marketing Research Process
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
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Research Design
Decisions regarding what, where,when, how much, by what means
concerning an inquiry or a research
study constitute a research design.
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Define the Information Needed
Design the Exploratory, Descriptive,and/or Causal Phases of the Research
Specify the Measurement and ScalingProcedures
Construct a Questionnaire
Develop a Plan of Data Analysis
Tasks Involved In a Research Design
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Need & Importance
Need & Importance Of Market Research Designs
Guidelines to
the
Researchers
Organising
Resources
Directions to
the research
Staff
Selections Of Techniques
Objectives Of
Research
Collection of
relevant data
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Training of
research staff
Cost-Effective
Acceptance
Pilot Study
Flexiblity
Focus on
Objectives
FEATURES
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Types of Research Designs Exploratory research to gain ideas and insights
Newspaper facing decreasing sales to generate possibleexplanation.
Descriptive research to obtain summary measures toaddress research questions (research objectives are clearlydefined).
Trends in lifestyle with respect to age, sex, etc.
Causal research for cause-and-effect connection betweenmanagerial decisions and market outcome.
How people react to a newspaper¶s topic selection andspace allocation.
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Exploratory Research Techniques
Secondary Data Analysis Secondary data are data previously collected & assembled for
some project other than the one at hand
Pilot Studies
A collective term for any small-scale exploratory research technique
that uses sampling but does not apply rigorous standards Includes
Focus Group Interviews
Unstructured, free-flowing interview with a small group of
people
Projective Techniques
Indirect means of questioning that enables a respondent to
project beliefs and feelings onto a third party or an
inanimate object
Word association tests, sentence completion tests, role
playing
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Exploratory Research Techniques
Case Studies
Intensively investigate one or a few situations similar
to the problem situation
Experience Surveys
Individuals who are knowledge about a particular
research problem are questioned
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Descriptive Research
Can involve collecting quantitative information
Can describe categories of qualitativeinformation such as patterns of interaction
when using technology in the classroom.
Does not fit neatly into either category
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Common Characteristics of
Descriptive Studies
Build on previous information
Show relationships between variables
Representative samples required
Structured research plans
Require substantial resources
Conclusive findings
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Major Types of Descriptive Studies
Descriptive
Studies
Consumer Perception
And Behavior Studies
� Image
� Product Usage
� Advertising
� Pricing
Market Characteristic
Studies
�Distribution
�Competitive
Analysis
� Market
Potential
� Market
Share
� Sales
Analysis
Sales Studies
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Which is the ³Best´ Research Design &
Method? ³You cannot put the same shoe on every foot.´
Publ i l i us Serebus
It depends on the
problem of interest,
level of information needed,
resources,
researcher¶s experience, etc.