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Research Design

4.05 Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue. Research Design. Define the following terms: research design, descriptive design, exploratory design, causal design.

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Research Design

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  1. 4.05 Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue

  2. Research Design Define the following terms: research design, descriptive design, exploratory design, causal design. • Research design - a formal plan of action for a research project • A design is used to structure the research, to show how all of the major parts of the research project -- the samples or groups, measures, treatments or programs, and methods of assignment -- work together to try to address the central research questions http://www.socialresearchmethods.net/kb/design.php

  3. Research Design • Descriptive design - to identify the cause of something that is happening • Find out what age group is buying a particular brand of cola, whether a company’s market share differs between geographical regions or to discover how many competitors a company has in their marketplace • Descriptive helps me find out what is going on • Experimentalresearch – Used to test new product ideas • http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=800&Itemid=64 • Exploratory design - This genre of research simply allows the marketer to gain a greater understanding of something that s/he doesn’t know enough about • Differing mainly in design from descriptive research, exploratory research is used principally to gain a deeper understanding of something. The design is far more flexible and dynamic than that of descriptive research • Exploratory helps me understand something better • http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=798

  4. Research Design • Causal design - explores the effect of one thing on another and more specifically, the effect of one variable on another • If a clothing company currently sells blue denim jeans, causal research can measure the impact of the company changing the product design to the color white • causal research is a way of seeing how actions now will affect a business in the future • The purpose: what impact a specific change will have on existing business (cause and effect) http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=799&Itemid=64

  5. Sampling Define the terms population, sample, and sampling plan. • Population – group being studied (customers) • Sample – Sub-division of the population, often easier to study • Sampling plan – bases it decision on a sample of the lot, not the entire lot • Lot is a group or population

  6. Sampling • Discuss the purpose of sampling plans. • Allows the study to meet the objective by sampling the correct population • Explain the components of a sampling plan. • Accurate representation of the total population being studied - the sample should be representative so that the researcher can make accurate estimates of the thoughts and behaviors of the larger population • Sampling unit—determining who is to be surveyed • Sample size—determining the number of people to be surveyed • Sampling procedure—determining how the respondents should be chosen http://www.referenceforbusiness.com/management/Mar-No/Marketing-Research.html#ixzz1fx13kgI • Objective selection & testing

  7. Random Sampling types • Describe types of probability sample designs. • Simple Random Sampling - akin to pulling a number out of a hat • Cluster Sampling -useful for those who know little about the population they’re studying. First, the researcher would divide the population into clusters (usually geographic boundaries). Then, the researcher randomly samples the clusters • Multistage Sampling - the most complex sampling strategy. The researcher combines simpler sampling methods to address sampling needs in the most effective way possiblehttp://jamiemcintosh.suite101.com/probability-sampling-techniques-a45963#ixzz1fwwFQDbn

  8. Explain types of sampling bias/errors. • Sampling error/ chance sampling errorcan make a sample unrepresentative of its population. Sampling error comprises the differences between the sample and the population that are due solely to the particular participants that have been selected. IE: too many of the exact same results in a sample. • Sampling bias - Sampling bias is a tendency to favor the selection of participants that have particular characteristics

  9. Explain types of sampling bias/errors. • The interviewers effect - No two interviewers are alike and the same person may provide different answers to different interviewers • The respondent effect – Participants may deliberately give incorrect answers (for many reasons). This type of error is the most difficult to prevent because it results from out right deceit • Knowing the study purpose - Knowing why a study is being conducted may create incorrect responses • Random sampling can cut back on bias http://www.thh.nhs.uk/documents/_Departments/Research/InfoSheets/16_sampling_research.pdf

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