MKT 301 MBR

Consolidation
Sunday, May 23, 2021
Rationale & Purpose Of Research
 Utility & understanding of concepts of data,
information, and intelligence

Data is processed into information and transferred into intellectual

capital, merged with market intelligence to support and enable
analysis and business decisions
The four characteristics important for data
Decision support system
Problem Discovery Problem Selection of
and Definition discovery exploratory research
technique
Sampling

Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)

Data
Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)

Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
Secondary Data & Theory Building
Company Sources
• Websites
• Case Studies
• Magazines & newsletters
• Literature Review
• Internal records
• Sales and inventory • Published research
• Costs, orders, shipments, articles
inventory,
• Customer profiles; demographic
• Publicly available material
data (STP)
• Buying behavior
• Model Building
Qualitative & Quantitative Research
• Qualitative • Quantitative
• Provide elaborative • Empirical assessments
interpretations of that involve numerical
phenomena/impact
measurement &
without depending on
analysis
numerical measurement.
• Discover true inner
meanings & new insights
Literature Review
 Influence 1 Influence 2

Construct 1 Construct 2 Construct 2

Independent
Variable
Create Data Collection Tools
Issues in Questionnaire Design
OBSERVATIONAL RESEARCH DATA COLLECTION
Measurement Scales
Three Criteria for Good Measurement
Reliability
Reliability Validity
Validity
[Consistency]
[Consistency] [Relevance]
[Relevance]

Good
Good
Measurement
Measurement

Sensitivity
Sensitivity
Attitude Scales
Techniques for Measuring Attitudes
Sampling Techniques & Design
Sampling
NON-PROBABILITY PROBABILITY
SAMPLING SAMPLING
Probability of selecting any particular member Known, nonzero probability for every element being
is unknown selected
Types Types

•Convenience •Simple random sample

•Judgment •Systematic sample

•Quota •Stratified sample

•Snowball •Cluster sample

•Multistage area sample

Factors Influencing Appropriate Sample Design
• Degree of accuracy
• Resources
• Time
• Advanced knowledge of the population
• National versus local
• Need for statistical analysis
Ethical Issues
CONNECT WITH BBA CURRICULUM