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Copyright © 2010 Pearson Education, Inc. 3-34
A Classification of Marketing Research
Designs
Fig. 3.1
Research Design
Exploratory Conclusive
Research Design Research Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Fig. 3.2
Total Error
Random Non-sampling
Sampling Error Error
Response Non-response
Error Error
Malhotra, Birks and Wills, Essentials of Marketing Research Powerpoints on the Web, 1st edition © Pearson Education Limited 2014
Slide 3.12
Malhotra, Birks and Wills, Essentials of Marketing Research Powerpoints on the Web, 1st edition © Pearson Education Limited 2014
A classification of qualitative research procedures
Figure 5.1 A classification of survey methods
Survey
Methods
Traditional Access
sampling methods panel
Face-to-face
Online survey Telephone survey Postal survey
survey
CATI (computer-
assisted
Traditional
telephone
interview)
CAPI
(computer-
Home or Home or
Email Mobile device Street assisted
workplace workplace
personal
interview)
Figure 7.5 A classification of scaling techniques
Figure 5.3 A classification of experimental designs
No
randomization randomization