What is that type of research design which assists the decision maker in determining evaluating and selecting the best course of action to take in a given situation?
A type of research design that has as its primary objective the provision of insights into and comprehnsion of the problem situation confronting the researcher.
Used when MGT realises a problem exists but does not understand why
Needs to be flexible and unstructured since information needs are only loosely defined at this stage.
Term
Difference between exploratory and descriptive?
Definition
Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.
Term
Let's say the exploratory research says that ivory soap sucks- should ivory change the formula?
Definition
NO! exploratory resarch is conducted on a small nonrepresentative sample so the findings should be regarded as tnt and as building blocks
Term
Definition
is research designed to assist teh decision maker in determining, evaluating, and selecting the best course of action in a given situation
used to verify insights giained from exploratory
based on assumption that researcher has accurate understanding of problem at hand and info needed has been clearly specified.
more formal and structured than exploratory
Lerge representative samples
Term
Reasons to use exploratory research:
Definition
Formulate a prob 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 prob
establish priorities for further research
Term
Exploratory research can be used at any time of the project. True or false?
Definition
TRUE! its often conducted at the beginning stages of a project, secondary data can provide good background info and focus groups can help understand values, attitudes and behaviors.
BUT it can honestly be used whenever you want.
Term
Definition
Descriptive Research is a type of CONCLUSIVE research that has its major objective as the desciption of something- usually market characteristics or functions.
determining purchase frequencies, identifying relationships or making predictions
Term
Objective of Exploratory Research
Definition
Discovery of ideas and insights
Term
characteristics of Exploratory
Definition
flexible, versatile, often the front end of total research design
Term
Definition
Expert/Experience Surveys
pilot surveys
case studies
secondary data
qualitative research
Term
Objective of Descriptive Research
Definition
Describe Market characteristics or functions
Term
Characteristics of Descriptive Research
Definition
Marked by prior formulation of specific hypotheses
Preplanned and structured design
Term
Methods of Descriptive Research
Definition
Secondary Data: Quantitative
Surveys
Panels
Observational and other data
Term
Definition
Determine cause and effect relationships
Term
Causal Research Design Characteristics
Definition
Manipulation or one or more independent variables
Control of other mediating variables
Term
Definition
Term
Examples of Descriptive research goals
Definition
develop profile of target market
estimate frequency of product use as basis for sales forecasts
determine the relation between product use and perception of product
determine degree to which marketing variables are associated
Term
One major difference between descriptive and exploratoryresearch is taht
Definition
the researcher has prior knowledge about the problem situation in descriptive research.
based on clear statement of the problem
collected in a structured fashion, usually large samples
findings are then used to make generalizations
used to portray market caribales
Term
Descriptive Studies include
Definition
Sales studies
Consumer Perception and Behavior Studies
Market Characteristic Studies
Term
Sales Studies (descriptive studies) include
Definition
market potential
market share
sales analysis
Term
Consumer perception and behavior studies (descriptive studies) include
Definition
image
product usage
advertising
pricing
Term
Market characteristic studies (descriptive) include
Definition
distribution
competitive analysis
Term
Descriptive Research can be further classified into
Definition
Cross Sectional and longitudinal research
Term
Definition
type of design involving the one time collection of information from any given sample of population elements
"Snapshot" "Sample survey"
most frequently used descriptive design
Term
Definition
type of research design involving a fixed sample of population elements that is measured repearedly. The sample remains the same over time, providng a series of pictures that, when viewed together, protray bothte situation and the changes taking place.
Term
Definition
someties panel or true panel is used interchangeably with longitudinal design.
panel consists of households that have agreed to provide information at specified intervals over time. Have commitment, are compensated.
Usually collected by commercial syndicated firms - NPD
Term
Cross Sectional Disadvantages
Definition
Cannot Detect Change
Small Amount of data collection
Not very accurate (requires thinking back unlike panel which is ongoing and present)
Term
Cross Sectional Advantages
Definition
Representative Sampling (people drop out of panel, too long)
No Response Bias (wont get bored)
Term
Definition
Can detect change
large amounts of data collected
lots of accuracy
Term
Longitudinal Disadvantages
Definition
Representative Sampling not there
Lots of response bias
Term
Definition
type of CONCLUSIVE research whose major objective is to obtain evidenec regarding cause-and effect relationships
requires a planned and structured design
Term
Descriptive Research is _______ appropriate for examining causal relationships
Definition
Term
Definition
design in which the causal or independent variables are manipulated in a relatively controlled environment
EX: promo causes brand sales
indep variable is one manipulated, dep is one that is affected
Causal variable=independent variable
Term
Tasks involved in formulating a research design
Definition
Define the information needed
design the exploratory, descriptive/and or causal phases of the research
specify the measurement and scaling procedures
construct a questionnaire
specify the sampling process and the sample size
develop a plan of data analysis
Term
Research is conducted to help ____ management error in decsion making
Definition
REDUCE! not prove assumptions but provide mgt with an assessment of the degree of risk associated with making decision based on tested assumptions.
Term
Definition
Error due to the particular sample selected being an imperfect representation of the population of interest
Term
Definition
erors that can be attributed to sources other than sampling, can be random or nonrandom
Term
Definition
error due to the particular sample selected being an imperfect representation of the population of interest
Term
Definition
mgt tools needed to help ensure that the marketing research project is completed within the available resources
Term
Marketing Research Proposal
Definition
contains the essence of the project and serves as a contract between the researcher and mangement
Term
Some of the elements of a marketing research proposal