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Unit II II II
Contents Research Design-Various Methods Experimental Research design Primary And Secondary Data Advantages and Disadvantages
II II II
Basic methods of Collecting dataQuestionnaire/Observation Advantages & Disadvantages Precautions in preparation of Questionnaire and collecting data
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Research Design
Research design is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information.
Descriptive
Causal
Exploratory Research
Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. By unstructured, we mean there is no formal set of objectives, sample plan, or questionnaire.
Exploratory Research
It is usually conducted when the researcher does not know much about the problems.
Exploratory research is usually conducted at the outset of research projects.
Exploratory Research
Uses Gain Background Information Define Terms Clarify Problems and Hypothesis (refine research objectives) Establish Research Priorities
Exploratory Research
A variety of methods are available to conduct exploratory research. Secondary Data Analysis Experience Surveys Case Analysis Focus Groups Projective Techniques
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Descriptive Research
Descriptive research is undertaken to describe answers to questions of who, what, where, when, and how.
Descriptive research is desirable when we wish to project a studys findings to a larger population, if the studys sample is representative.
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Descriptive Research
Two basic classifications: Cross-sectional Longitudinal
studies studies
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Causal Research
Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form If x, then y. Causal studies are conducted through the use of experiments.
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Experiments
An experiment is defined as manipulating an independent variable to see how it affects a dependent variable, while also controlling the effects of additional extraneous variables.
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Independent Variable
Independent variables are those variables which the researcher has control over and wishes to manipulate. For example: level of ad expenditure; type of ad appeal; price; product features, etc.
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Dependent Variables
Dependent variables are those variables that we have little or no direct control over, yet we have a strong interest in. Examples would be return on investment, net profits, market share, customer satisfaction.
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Extraneous Variables
Extraneous variables are those variables that may have some effect on a dependent variable yet are not independent variables. Extraneous variables must be controlled through proper experimental design.
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Experimental Design
Experimental design is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable.
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Types of Experiments
Laboratory Laboratory experiments are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable.
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Types of Experiments
Field Field experiments are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting.
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Test Marketing
Test marketing is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting. Uses of test markets To test sales potential for a new product or service To test variations in the marketing mix for a product or service
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Test Markets
Test marketing is used in both consumer markets and industrial B2B markets as well. Lead country test market: test marketing conducted in specific foreign countries that seem good predictors for an entire continent.
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Test Marketing
Pros: Allows most accurate method of forecasting future sales Allows firms the opportunity to pretest marketing mix variables
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Test Marketing
Cons: Does not yield infallible results Are expensive Exposes the new product to competitors Takes time to conduct
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Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.
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Observation Techniques
Observation methods: techniques in which the researcher relies on his or her powers of observation rather than communicating with a person in order to obtain information
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Observation Techniques
Types of observation: Direct versus indirect Disguised versus undisguised Structured versus unstructured Human versus mechanical
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What is a Questionnaire?
A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.
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Questionnaire Design
Questionnaire design is a systematic process in which the researcher contemplates various question formats, considers a number of factors characterizing the survey at hand, ultimately words the various questions very carefully, and organizes the questionnaires layout.
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Developing Questions
Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable, unambiguous, and unbiased.
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Developing Questions
Marketing research questions measure Attitudes Beliefs Behaviors Demographics To achieve these objectives following precaution should be taken
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Essentials in Questionnaire
Question evaluation refers to scrutinizing the wording of a question to ensure the question is not biased and is worded such that respondents understand it and can respond to it with relative ease.
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Essentials in Questionnaire
1. The question should be focused on a single issue or topic. What type of hotel do you stay in on a trip? Pleasure or business trip? En route or final destination? 2. The question should be brief. 3. The question should be grammatically simple, if possible. 4. The question should be crystal clear.
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Essentials in Questionnaire
1. The question should not lead the respondent to a particular answer. Dont you see any problem with using credit cards for online purchases? 2. The question should not have loaded wording or phrasing. Use universal beliefsSince our Founding Fathers gave us the right to bear arms
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Essentials in Questionnaire
3. The question should not be double-barreled. 4. The question should not use words that overstate the conditiondo not use dramatics. Would you buy sunglasses that protect your eyes from harmful ultraviolent rays that cause blindness?
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Examples
Do nots for all questions
Dont ask leading questions
Do you think infant car seats are useful? Shouldnt concerned parents use car seats?
Questions
1.Advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information is a(n) ________. research design blueprint master plan set of research objectives research plan
2._____ research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. Causal Descriptive Preliminary Exploratory Basic 3.Which of the following types of research is typically conducted at the beginning of a research project? Causal Descriptive Preliminary Exploratory Basic 4.All of the following are sources of secondary data EXCEPT: the Internet directories databases libraries surveys conducted after primary research
5. All of the following are characteristics of focus groups EXCEPT: small groups of people discussion focused on anything the group wants to talk about a moderator unstructured discussion spontaneous, freewheeling
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Questions
6.What is it called when you manipulate one thing so as to see how it affects something else? a demonstration an experiment a control causation exploration
7.Variables over which we have little or no direct control and yet have a strong interest in are called ________. independent variables dependent variables control variables extraneous variables experimental variables 8.Variables that may have some effect on something we are interested in yet do not directly control are called ________. independent variables dependent variables uncontrollable forces extraneous variables experimental variables 9. If the observed change in something that we cannot control is due to the manipulation of something we can control, and the results of the experiment apply to the "real world",that experiment has ________. validity applicability relevancy science externality 10 There are usually enough similarities among problems and objectives to allow us to make some decisions in advance about the best plan to use to resolve the problem. True False
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Questions
11.To determine the reliability of secondary information, marketing researchers must evaluate it by answering the following questions EXCEPT: What was the purpose of the study? Who collected the information? What information was collected? What research problem are you trying to address? How was the information obtained? 12.Which of the following publications is not a source of secondary information? survey questionnaires bibliographies encyclopedias almanacs dictionaries 13.Locating secondary data sources involves the following EXCEPT: identify what you wish to know about your topic identify what you already know about your topic conduct related primary data searches first develop a list of key terms and names consider related terms or synonyms for a topic
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Questions
14.Collecting secondary data is expensive when compared with collecting primary data. True False 15. Researchers must always decide whether or not they should use out-dated secondary data. True False 16. Researchers can comfortably rely on Internet sources because of the high quality standards that are applied to most Internet sites. True False 17. Secondary data is information that was gathered as primary data by some organization. True False
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18Small firms tend to have their own formal marketing research departments. True False 19 External market research suppliers are firms hired to provide research information to both large and small firms, and for-profit and not-for-profit institutions. True False 20. Online research is rarely used because of the inability to observe expressions, gestures and body language of potential customers. True False
References
Marketing Research : Byod Marketing Research : GC Beri Marketing Research: Bush & Burns