Presentation Chapters 3 5
Nicole Fiamingo’s
Presentation
MKT 730 – Marketing Research
February 17,
Dell Printer: “The New Kid On The
Block”
http://www.youtube.com/watch?v=42mNRePWIME
Chapter 3
Research Design
Marketing Research Proposal
1.
2.
3.
4.
Executive Summary
Background
Problem Definition
Approach to the problem
5. Research Design
6. Fieldwork/ Data Collection
7. Data Analysis
8. Reporting
9. Cost and Time
10.Appendices
What the Research Design Includes
1. Define the information needed
2. Design the exploratory, descriptive, and/or causal phases of the research 3. Specify the measurement and scaling procedures
4. Construct and pretest a questionnaire/ data collection
5. Specify the sampling process and sample size
6. Develop a plan of data analysis
Research Design
Exploratory
Research
Conclusive Research
Descriptive Research
Cross -Sectional
Single Cross-Sectional
Causal Research
Longitudinal
Multiple Cross-Sectional
Exploratory Vs. Conclusive Research
Exploratory
Conclusive
Objective:
To provide insights and understanding To test specific hypothesis and examine relations
Characteristics:
Information needed is defined loosely
Information needed is clearly defined Findings/Results:
Tentative
Conclusive
Generally followed by conclusive research
Research Design Definitions
• Descriptive Research- is used to describe something usually market characteristics or functions
Determine the degree to which marketing variables are associated • Causal Research- is used to obtain evidence of cause-andeffect relationships
Research Design Definitions Continued
• Cross-Sectional Research- involves the collection of information from any given sample of population
Single Cross-Sectional- only one sample of respondents is drawn from the target population
Multiple Cross-Sectional- there are two or more samples of respondents • Longitudinal Designs- a fixed sample of population elements is measured repeatedly on the same variables
Total Error
Non-sampling
Presentation
MKT 730 – Marketing Research
February 17,
Dell Printer: “The New Kid On The
Block”
http://www.youtube.com/watch?v=42mNRePWIME
Chapter 3
Research Design
Marketing Research Proposal
1.
2.
3.
4.
Executive Summary
Background
Problem Definition
Approach to the problem
5. Research Design
6. Fieldwork/ Data Collection
7. Data Analysis
8. Reporting
9. Cost and Time
10.Appendices
What the Research Design Includes
1. Define the information needed
2. Design the exploratory, descriptive, and/or causal phases of the research 3. Specify the measurement and scaling procedures
4. Construct and pretest a questionnaire/ data collection
5. Specify the sampling process and sample size
6. Develop a plan of data analysis
Research Design
Exploratory
Research
Conclusive Research
Descriptive Research
Cross -Sectional
Single Cross-Sectional
Causal Research
Longitudinal
Multiple Cross-Sectional
Exploratory Vs. Conclusive Research
Exploratory
Conclusive
Objective:
To provide insights and understanding To test specific hypothesis and examine relations
Characteristics:
Information needed is defined loosely
Information needed is clearly defined Findings/Results:
Tentative
Conclusive
Generally followed by conclusive research
Research Design Definitions
• Descriptive Research- is used to describe something usually market characteristics or functions
Determine the degree to which marketing variables are associated • Causal Research- is used to obtain evidence of cause-andeffect relationships
Research Design Definitions Continued
• Cross-Sectional Research- involves the collection of information from any given sample of population
Single Cross-Sectional- only one sample of respondents is drawn from the target population
Multiple Cross-Sectional- there are two or more samples of respondents • Longitudinal Designs- a fixed sample of population elements is measured repeatedly on the same variables
Total Error
Non-sampling