Académique Documents
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a. Motivation research
b. Copy research
c. Media research
e. other
2. Business economic and corporate research
5. Packaging research
6. Sales and market research
DESIGN/
TYPE OF EXPLORATORY
CONCLUSIVE RESEARCH
RESEARCH RESEARCH
DESCRIPTIVE CAUSAL
RESEARCH RESEARCH
Source: Maholtra, (2002). Basic Marketing Research; Applications to Contemporary Issues. Upper Saddle River, New Jersey, USA:
Prentice-Hall, Inc., p.85.
RESEARCH DESIGN
• Descriptive research
• A type of conclusive research that has its major
objectives the description of something—usually
market characteristics or functions.
• Descriptive research seeks to determine the answers to
who,what, when, where and how questions.
RESEARCH DESIGN
• Descriptive research goals
• To develop a profile of a target market
• To estimate the frequency of product use as a basis for
sales forecasts
• To determine the relationship between product use and
perception of product characteristics.
• To determine the degree to which marketing variables
are associated.
RESEARCH DESIGN
• Descriptive research
• Cross-sectional designs
• A type of research design involving the one-time collection of
information from any given sample of population elements.
• Longitudinal designs
• A type of research design involving elements that is measured
repeatedly. The sample remains the same over time, providing
a series of pictures which, when viewed together, portray
both the situation and the changes that are taking place.
RESEARCH DESIGN
• Causal Research
• A type of conclusive research whose major objective is to obtain evidence
regarding the cause-and-effect (causal) relationships.
RESEARCH DESIGN
• Differences between exploratory and conclusive
• Comparison of basic research design
• Three research approaches
Table 3.3 A Comparison of Basic Research Designs
Source: Maholtra, (2002). Basic Marketing Research; Applications to Contemporary Issues. Upper
Saddle River, New Jersey, USA: Prentice-Hall, Inc., p.87
TABLE 3.4 Three Research Approaches
Exploratory research
1.What new product What alternative ways Boxed lunches are better
should be developed? are there to provide than other forms.
lunches for school
children?
3.How can our service What is the nature of Suspect that an image of
be improved? any customer impersonalization is a
dissatisfaction? problem.
TABLE 3.4 Three Research Approaches (cont.)
Research Purpose Research Questions Hypothesis
Descriptive research
2.What should be the What kinds of people Older people buy our
target segment? now buy the product, brands, whereas the young
and who buys our married are heavy users of
brands? competitors’.
3.Should a new budget Will the “no frills” airline The new airfare will attract
or “no frills” class or generate sufficient new sufficient revenue from
airfare be introduced? passengers to offset new passengers.
the loss of revenue
from existing
passengers who switch
from economy class?
Source: Aaker, Kumar, and Day. G. (2001). Marketing Research, 7th Ed. New York, John Wiley & Sons, Inc., p.72
Uses of Exploratory Research
• Formulate a problem or define a problem more precisely
• Identify alternative courses of action
• Develop hypotheses
• Isolate key variables and relationships for further
examination
• Gain insights for developing an approach to the problem
• Establish priorities for further research
Use of Descriptive Research
• To describe the characteristics of relevant groups, such as
consumers, salespeople, organizations, or market areas.
• To estimate the percentage of units in a specified
population exhibiting a certain behavior
• To determine the perceptions of product characteristics
• To determine the degree to which marketing variables
are associated
• To make specific predictions
Major Types of Descriptive Studies
Descriptive
Studies
Consumer Market
Sales Studies
Perception Characteristic
And Behavior Studies
Studies
• Pricing
Uses of Casual Research
• To understand which variables are the cause
(independent variables) and which variables are
the effect (dependent variables) of a
phenomenon
• METHOD: Experiments
Ethics and Business Research
• Ethics in business research refers to a code of conduct of behavior
while conducting research.
• Ethical conduct applies to the organization and the members that
sponsor the research, the researchers who undertake the research,
and the respondents who provide them with the necessary data.
Ethics and Business Research
• The members that sponsor the research should do it in good faith,
pay attention to what the results indicate, and pursue organizational
rather than self-interest.
• Ethical conduct should also be reflected in the behavior of the
researchers who conduct the investigation, the participants who
provide the data, the analysts who provide the results, and the entire
research team that presents the interpretation of the results and
suggests alternative solutions.
THE RESEARCH PROCESS
Define Research
Problem &
Research Objective
[III]
Formulate Hypothesis
Approach
3. Time available
4. Cost factor
5. sampling plan
Sample design
a. Coding
b. Editing
c. Tabulation
After successful completion of above operations
following three steps are there to follow to complete
Data analysis
1. Hypothesis Testing
a. Chi Square
b. F- test
c. Z test
2. Generalization
3. Interpretation
(VII) Interpretation and Implications
Operational
Models
definitions
Terms used
in research
V
ariables
Propositions/
Hypotheses
3-59
Clear conceptualization
of concepts
Success
of
Research Shared understanding
of concepts
3-60
Job Redesign
Constructs and Concepts
3-61
Concepts
A concept is a generally accepted collection of meanings or
characteristics associated with certain events, objects,
conditions, situations, and behaviors. Classifying and
categorizing objects or events that have common
characteristics beyond any single observation creates
concepts.
We abstract such meanings from our experiences and use
words as labels to designate them. For example, we see a man
passing and identify that he is running, walking, skipping,
crawling, or hopping.
Intentions to purchase Question: What is the probability that you will buy
Brand A the next time you purchase
this product?
Measure: Average probability
Past purchase or use Question: Have you used Brand A in the past three
months?
Measure: Percentage who have used it
3-80
Relationships Among Variable
Types
3-81
Relationships Among Variable
Types
3-82
Other Types of variable
• Moderating variables are variables that are believed to have a significant
contributory or contingent effect on the originally stated IV-DV relationship.
Whether a variable is treated as an independent or as a moderating
variable depends on the hypothesis. Examples of moderating variables are
shown in the slide.
Generalization