MKTG 482- Chapter 3
Research Design - answera master plan specifying the methods and for collecting and
analyzing the needed information
knowledge of the needed research design allows advance planning so that the project
maybe conducted in less time and typically at a cost savings due to efficiency gained in
preplanning
three types of research design - answer1. Exploratory
2. Descriptive
3. Causal
objective is to gain background information and t develop hypothesis, to measure the
state of variable interest, and to test hypotheses that specify the relationship between
2+ variables
Exploratory Research - answeris unstructured, informal research usually conducted at
the outset of research projects
usually conducted when researcher does not know much about problem
Exploratory research- uses - answer1. gain background information
2. define terms
3. Clarify problems and hypothesis
4. eat research priorities
methods of conducting exploratory research - answerSecondary Data Analysis- the
process of searching for interpreting existing information revenant to the research topic
Experience survey: refers to gathering information from those knowledgeable on the
issues revleant to the research problem
methods of conducting exploratory research continued - answerCase analysis: a review
of avaliable information about a former situation (S) that has some similarities to the
current research problem
Focus groups: small groups brought together and guided by a moderator through an
unstructured, spontaneous discussion for the purpose of gaining information revenant to
the research problem
Descriptive Research - answeris undertaken to describe answers to questions of who,
what, when, where, and how.
used to examine characteristics of consumer and/pr markets
most commonly used in a survey and takes results and generalizes audience: work
horse of mktg research
Research Design - answera master plan specifying the methods and for collecting and
analyzing the needed information
knowledge of the needed research design allows advance planning so that the project
maybe conducted in less time and typically at a cost savings due to efficiency gained in
preplanning
three types of research design - answer1. Exploratory
2. Descriptive
3. Causal
objective is to gain background information and t develop hypothesis, to measure the
state of variable interest, and to test hypotheses that specify the relationship between
2+ variables
Exploratory Research - answeris unstructured, informal research usually conducted at
the outset of research projects
usually conducted when researcher does not know much about problem
Exploratory research- uses - answer1. gain background information
2. define terms
3. Clarify problems and hypothesis
4. eat research priorities
methods of conducting exploratory research - answerSecondary Data Analysis- the
process of searching for interpreting existing information revenant to the research topic
Experience survey: refers to gathering information from those knowledgeable on the
issues revleant to the research problem
methods of conducting exploratory research continued - answerCase analysis: a review
of avaliable information about a former situation (S) that has some similarities to the
current research problem
Focus groups: small groups brought together and guided by a moderator through an
unstructured, spontaneous discussion for the purpose of gaining information revenant to
the research problem
Descriptive Research - answeris undertaken to describe answers to questions of who,
what, when, where, and how.
used to examine characteristics of consumer and/pr markets
most commonly used in a survey and takes results and generalizes audience: work
horse of mktg research
