Академический Документы
Профессиональный Документы
Культура Документы
Research
Design
Formulation
3-1
Relationship to
Previous Chapters
Relationship to Marketing
Research Process
Definition and
Classification of
Research Design
Marketing Research
Process (Chapter 1)
Problem Definition
Specification of the
Information Needed
(Chapter 2)
Approach to Problem
Exploratory
Research Design
Descriptive
Research Design
Causal Research
Design
Research Design
Field Work
Data Preparation
and Analysis
Report Preparation
and Presentation
3-2
Figure 3.2
Be an MR!
Be a DM!
Fig 3.3
Fig 3.4
Exploratory Research
Table 3.2
Technology
Ethics
3-3
Experiential Learning
Opening Vignette
Figure 3.2
Descriptive Research
Table 3.3
Cross-Sectional
Longitudinal
Be an MR!
Causal Research
Be a DM!
Fig 3.7
Technology
Ethics
3-4
Experiential Learning
Opening Vignette
Figure 3.2
Be a DM!
Be an MR!
Experiential Learning
Opening Vignette
Technology
Ethics
3-5
3-6
3-7
3-8
Exploratory Research
Design
Descriptive
Research
Cross-Sectional
Design
2009 Pearson Education, Inc publishing as Prentice Hall
Conclusive Research
Design
Causal Research
Longitudinal
Design
3-9
Table 3.1
Differences Between Exploratory and Conclusive Research
Exploratory
Conclusive
Objective:
To provide insights
and understanding.
To test specific
hypotheses and
examine relationships.
Information needed
is clearly defined.
Research process
is flexible and
unstructured.
Research process
is formal and structured.
Data analysis is
qualitative.
Data analysis is
quantitative.
3-10
Conclusive
Findings:
Tentative.
Conclusive.
Outcome:
Generally followed by
further exploratory or
conclusive research.
3-11
Table 3.2
A Comparison of Basic Research Designs
Exploratory
Descriptive
Causal
Objective:
Discovery of
ideas and
insights.
Describe market
characteristics
or functions.
Determine
cause and effect
relationships.
Characteristics:
Flexible.
Marked by the
prior formulation
of specific
hypotheses.
Manipulation of
one or more
independent
variables.
Preplanned and
structured
design.
Control of other
mediating
variables.
Versatile.
Often the
front end of
total research
design.
3-12
Exploratory
Descriptive
Causal
Expert surveys.
Secondary data
(quantitative).
Experiments.
Pilot surveys.
Surveys.
Case
studies.
Panels.
Secondary data
(qualitative).
Observational
and other data.
Qualitative
Research.
3-13
3-14
3-15
3-16
3-17
Consumer
Perception
And Behavior
Studies
Market
Characteristic
Studies
Image
Distribution
Market Share
Product
Usage
Competitive
Analysis
Sales Analysis
Advertising
Sales
Studies
Market
Potential
Pricing
2009 Pearson Education, Inc publishing as Prentice Hall
3-18
Cross-sectional and
Longitudinal Designs
A cross-sectional design involves the collection
of information from any given sample of
population elements only once.
In a longitudinal design, a fixed sample (or
samples) of population elements is measured
repeatedly on the same variables.
A longitudinal design differs from a crosssectional design in that the sample or samples
remain the same over time.
2009 Pearson Education, Inc publishing as Prentice Hall
3-19
CrossSectional
Design
Longitudinal
Design
Time
Sample
Surveyed
at T1
Sample
Surveyed
at T1
T1
Same
Sample
also
Surveyed
at T2
T2
3-20
Table 3.3
Relative Advantages and Disadvantages of Longitudinal and
Cross-Sectional Designs
Evaluation Criteria
Detecting change
Large amount of data collection
Accuracy
Representative sampling
Response bias
Cross-Sectional
Design
Longitudinal
Design
3-21
3-22
(a)
Exploratory
Research
Secondary Data
Analysis
Focus Groups
(b)
Conclusive
Research
Descriptive/Causa
l
(c)
Conclusive
Research
Descriptive/Caus
al
Conclusive
Research
Descriptive/Caus
al
Exploratory
Research
Secondary Data
Analysis
Focus Groups
3-23
3-24
3-25