Professional Documents
Culture Documents
Research Design
Research Design
Research Design
1 Exploratory
Research Design
Conclusive
Research Design
Cross-Sectional Longitudinal
Design Design
Single Multiple
Cross-Sectional Cross-Sectional
Evaluating courses
of action
Conclusive research
Performance-monitoring Implementing
research
Feedback
Table 4.2 A Comparison of Basic Research Designs
Objective: Discovery of ideas and insights Describe market characteristics Determine cause and effect
or functions relationships
IMPORTANT CONCEPT: The Marketing Manager’s “Causal” Model based on Judgment &
Experience
Exploratory research
1. What new product should be What alternative ways are there to ------------------
E developed? provide lunches for school children?
X 2. What product appeal will be What benefits do people seek from the Constructs unknown
P effective in advertising? product?
L 3. How can our service be What is the nature of any customer Suspect that an image of
improved? dissatisfaction? impersonalization is a problem
Descriptive research
4. How should a new product be Where do people now buy similar Upper-class buyers use specialty stores
distributed? products? and middle-class buyers use
C department stores.
5. What should be the target
O segment? What kinds of people now buy the Older people buy our brand, whereas
N product, and who buys our brand? the young marrieds are heavy users of
competitors.
C 6. How should our product be What is our current image?
changed? We are regarded as being
L conservatives and behind the times.
U Causal research
V 8. Which advertising program for What would get people out of cars and Advertising program A generates
public transit should be run? into public transit? more new riders than program B.
E
9. Should a new budget or “no Will the “no frills” airfare generate The new airfare will attract sufficient
frills” class of airfare be sufficient new passengers to offset the revenue from new passengers.
introduced? loss of revenue from existing
passengers switching from economy
class?
The Uncertainty Associated With the Research
Problem Determines the Research Methodology
Degree of
problem Unaware of problem Aware of problem Problem clearly defined
definition
Descriptive
Research
1
1R
2
2R
Exploratory
Research
3R
3
Causal
Research
DESCRIPTIVE RESEARCH
TIME PERIOD
Period 1 Period 2
Brand Purchased Survey Survey
1000 1000
DESCRIPTIVE RESEARCH
Detecting change - +
Large amount of - +
data collection
Accuracy - +
Representative + -
sampling
Response bias + -
Advantages
Readily available
Inexpensive to find
Limitations
* Lack of availability
UNITS OF MEASUREMENT
BIAS? * Lack of relevance
OLD DEFINITION OF “CLASSES”
DATA * Inaccurate data
ACCURACY
* Insufficient data
UNKNOWN
Outdated publications
1990 Census data no longer valid
Secondary
Data
Internal External
Require
Ready to Further Published Computerized Syndicated
Use Processing Materials Databases Services
Published
Secondary
Data
General Government
Business Sources
Sources
Other
Published
Statistical Census Government
Guides Directories Indexes
Materials
Data Data Publications
1990 census of
{ CENSUS OF POPULATION
CENSUS OF HOUSING
population and housing MANUFACTURING
tabulation & RETAIL TRADE
publication program WHOLESALE TRADE
TRANSPORTATION
AGRICULTURE
BUSINESS
(Note: The Homer Babbidge Library is the “official” repository for census information)
SUBJECTS IN THE 1990 CENSUS CLASSIFIED AS COMPLETE-COUNT OR SAMPLE ITEMS
Population Housing
Items collected at every household (“complete-count items”)
Household type Number of units at address
Sex Complete plumbing facilities
Race Number of rooms
Age Tenure (whether the unit is owned or rented)
Marital status Condominium identification 1
Spanish/Hispanic origin or descent Value of home (for owner-occupied units and condominiums)
Rent (for renter-occupied units)
Vacant for rent, for sale, and so forth; and period of vacancy
Industry
Occupation
Class of worker
Work in 1989 and weeks looking for work in 1989
Amount of income by source1 and total income in 1989
SUBJECTS IN THE 1990 CENSUS CLASSIFIED AS COMPLETE-COUNT OR SAMPLE ITEMS
(continued)
Population Housing
Derived variables (illustrative examples)
Computerized
Databases
On-line Off-line
Marketing
Research Data
Secondary Primary
Data Data
Exploratory
Descriptive Causal