Chapter 5 first half

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Chapter 5(first half)
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Research Design

• A set of advance decisions that make up the
  master plan specifying the methods and procedures
  for collecting and analyzing the needed info.
• While each marketing research problem is unique,
  market researchers have developed a collection of
  methods and procedures that can be applied to
  many situations.

3
The TRIX (and Coke) examples

• What did they do wrong?
• Other examples?

4
Longitudinal vs. Cross-sectional

• Longitudinal measure the same population over
  different time intervals
• Cross-sectional measure units from a sample of
  the population at only one point in time
• Is the census longitudinal or cross-sectional?

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Continuous vs. Discontinuous

• Longitudinal study
• Continuous ask the same question(s) over time
• Example?
• Discontinuous vary the question(s) over time
• Why would a researcher do this?

6
3 Categories of research design

• Exploratory
• Descriptive
• Causal

7
Exploratory Research Design

• When do you use this type of design?
• Methods
• Experience surveys
• Case analysis
• Focus Groups
• Projective Techniques