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Research Design I

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... the research objectives or hypotheses to make informed decision-makings. ... the buying process that consumers go through how did they make the decisions. ... – PowerPoint PPT presentation

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Title: Research Design I


1
Topic 3
Marketing Analysis Research (MAR3613) By
Kanghyun Yoon
  • Research Design I

2
Introduction to Research Design
  • What is research design?
  • The framework or plan for addressing the research
    objectives or hypotheses to make informed
    decision-makings.
  • An example of research proposal.
  • Components of Research Design
  • Type of data to be collected
  • secondary vs. primary data and quantitative vs.
    qualitative data.
  • Type of research method
  • Exploratory study Gathering background
    information about the research problems.
  • Descriptive study Providing accurate snapshots
    or profiles about the research problems.
  • Causal study Investigating the causal
    relationships about the research problems.
  • Sampling procedure
  • Description of sample sampling frame
  • Sampling selection procedure non-probability vs.
    probability sample.
  • Size of the sample and types of sampling errors

3
Type of Data
  • Type of Data to be collected
  • Secondary data
  • Existing data that have been previously gathered
    for some purposes that are irrelevant to the
    research problems.
  • Examples of secondary data Internal and external
    sources.
  • Primary data
  • New data gathered to help solve the research
    problems at hand.
  • Examples of primary data Survey, observation,
    and experiment.
  • Qualitative vs. Quantitative Research
  • Qualitative research Research findings are not
    subject to quantification.
  • Focus group interview (FGI), in-depth interviews,
    projective tests.
  • Quantitative research Research findings are
    dependent upon mathematical analysis.
  • Surveys, observations, experiments.
  • Key differences of two researches (Table 4.1,
    McDaniel and Gates 2004).

4
Research Method I
  • Exploratory Study
  • When we use exploratory study?
  • It is used when a research has a limited amount
    of experience with or knowledge about research
    issue. Specifically, it is used when a researcher
    needs background information.
  • Most exploratory study is not quantitative, but
    qualitative.
  • Purpose
  • 1) Diagnosing a situation
  • 2) Screening alternatives
  • 3) Discovering new ideas
  • Gathering background information and identifying
    variables as well as its underlying relationships
    among the identified variables.
  • Types of exploratory research
  • Experience surveys
  • Secondary data analysis
  • Case studies
  • Pilot studies

5
Research Method II
  • Descriptive Study
  • When we use descriptive study?
  • It is used when researchers have general
    understanding or knowledge about the research
    problems.
  • Most descriptive study is quantitative.
  • Purpose
  • Provide an accurate snapshot or profile of a
    population or a phenomenon, regarding variables
    or relationships of variables.
  • Seek to determine the answers of who, what, when,
    where, and how questions.
  • Types of Descriptive Researches
  • 1) Cross-sectional study
  • Ex) Relative frequency of occurrence,
    cross-classification analysis
  • Adv.) A snapshot of variables at a single point
    of time, sample elements representative to known
    population
  • Disadv.) Superficial analysis, high cost
  • 2) Longitudinal study
  • Ex) Brand switching matrix between two time
    points.
  • Adv.) Repeated measurement of a fixed sample,
    quality of information, accuracy
  • Disadv.) Non-representative sample, interaction
    bias

6
Research Method III
  • Causal Study
  • When we use causal study?
  • It is used when a research has clear
    understanding or knowledge about research
    problem.
  • Most causal study is quantitative.
  • Purpose
  • Understand the causal (e.g., cause-and-effect)
    relationships among the variables.
  • Three conditions to demonstrate causal
    relationship of variables.
  • Concomitant variation (e.g., correlation)
  • Appropriate time order of occurrence (e.g.,
    temporal sequence)
  • Elimination of other possible causal factors
    (e.g., alternative explanations)
  • Type of Causal Research
  • Experiments
  • Difference from Descriptive Research
  • Descriptive research focus on the frequency of
    the variables.
  • Causal research focus on the causality among the
    variables.

7
Comparison of Research Studies
  • Exploratory research
  • When research problems are ambiguous to
    understand.
  • Key purposes to define the nature of the
    research problem and to gain a better
    understanding of the environment within which the
    problem has occurred.
  • Questions to be asked
  • Our sales are declining and we dont know why.
  • Would people be interested in our new product
    idea?
  • Descriptive research
  • When research problems are partially defined.
  • Key purposes to provide an accurate snapshot of
    some aspects of the market environment in terms
    of frequency analysis.
  • Questions to be asked
  • What kind of people are buying our product? Who
    is buying our competitors product?
  • What features do buyers prefer in our product?
  • Causal research
  • When research problems are clearly defined.
  • Key purposes to investigate whether one variable
    determines the value of another variable (e.g.,
    causal relationships among variables).
  • Questions to be asked
  • Will buyers purchase more of our product in a
    new package?
  • Which of two advertising campaign is more
    effective?

8
Survey Research I
  • Nature and popularity of survey research
  • The use of a questionnaire to gather the primary
    data such as facts, opinions, attitudes, and so
    on.
  • Advantages of the survey research
  • The best way to find out what consumers think by
    simply asking the respondents.
  • A quick, inexpensive, efficient, and accurate
    means of assessing information about a
    population.
  • Versatility employed in virtually any setting,
    adaptable to any kind of research objectives.
  • Types of primary data
  • 1) The need to know Who
  • It is necessary for the identification and
    definition of market segments.
  • Collected data demographic, socioeconomic,
    psychological, lifestyle characteristics.
  • 2) The need to know Why
  • It is necessary for studying the driving forces
    of certain behaviors - why consumers behave as
    they do.
  • Collected data needs, preferences, attitudes,
    intentions, purchasing reasons, etc.
  • 3) The need to know How
  • It is necessary for understanding the buying
    process that consumers go through how did they
    make the decisions.

9
Survey Research II
  • Types of survey research
  • 1) Personal interviews
  • Key features face-to-face method, major impacts
    of environment
  • Examples door-to-door, executive, and mall
    intercept interviews.
  • Advantages large amount of information, complex
    questions, flexibility.
  • Disadvantages time-consuming, high cost.
  • 2) Telephone interviews
  • Key features verbal contact method, minor
    impacts of environment
  • Advantages cost between personal interview and
    mail survey, central location, better access to
    certain population, shorter data collection time.
  • Disadvantages no use of visual aids or complex
    tasks, sampling bias, questionnaire constraints.

10
Survey Research III
  • Types of survey research
  • 3) Self-administered surveys
  • Key features no contact, no impact of
    environment
  • Examples mail surveys, fax surveys, email
    surveys, internet surveys.
  • Advantages least expensive, wide access to
    dispersed samples, enough time to give answers.
  • Disadvantages low response rate, mailing list
    required, high fixed cost (especially for fax or
    internet survey).
  • Understanding sources of errors
  • Non-sampling (e.g., systematic) errors
  • Random sampling errors

11
Sampling Procedure
  • Defining target population for sampling
  • Sampling frame The list of population elements
    from which the sample will be drawn.
  • How to use random numbers in random digits table?
  • Choosing sampling selection procedure
  • Probability sample Simple random, systematic,
    stratified, cluster, multistage area sampling.
  • Non-probability sample Convenience, judgment,
    quota, and snowball sampling.
  • Determining sample size
  • Reviewing basic concepts of statistics.
  • The formula for sample size is

12
Reference
  • Zikmund, William G. (2003), Essentials of
    Marketing Research, 2nd ed., Thompson
    South-Western. (see Chapter 3, 5, 6, 7, 12, and
    13)
  • McDaniel, Carl and Roger Gates (2004), Marketing
    Research Essentials, 4th ed., John Wiley Sons,
    Inc. (see Chapter 2, 3, 4, 7, 10, and 11)
  • Churchill, Jr., Gilbert A. and Tom J. Brown
    (2004), Basic Marketing Research, 5th ed.,
    Thompson South-Western. (see Chapter 3, 5, 6,
    15, 16, and 17)
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