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Chapter 3: Problem Definition, Exploratory Research, and the Research Process
Fichas del conjunto (27)
- 1The Problem Definition ProcessRecognize the problem or opportunity
Find out why the information is being sought
Understand the decision making environment
Use the symptoms to help clarify the problem
Translate management problem to marketing research problem
Determine whether the information already exists
Determine whether the question can be answered
State the research ojectives - 2Exploratory Studies DefinitionPreliminary research conducted to increase understand of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.
- 3Exploratory Study PurposesDefine Terms
Clarify Problems
Develop Theories
Establish Priorities
Gain General Information - 4A Research Hypothesis DefinitionA conjectural statement about a relationship between two or more variables that can be tested with empirical data. A claim, or argument about your theory of what is causing "X" that you will research to prove or disprove.
- 5A Research Question DefinitionQuestioning what the researcher wants to learn - without making a claim about what might be causing the issue at hand.
- 6The Marketing Research Process1. Problem definition and statement of objectives
2. Creation of the research design
3. Choice of research method
4. Sampling section/plan
5. Data collection
6. Data analysis
7. Write and present the research report
8. Follow-up - 7Marketing Research Design- The plan to be followed to answer the marketing research objectives.
- It is the detailed blueprint used to guide the research study towards its objectives including what and how you will conduct the research study. - 8Descriptive Research Study DefinitionAnswers the, who,what, where, when, and how questions. It is used when one wants to gain a better understanding of the specifics or details the research issue.
- 9Descriptive Research Study Purpose- Confirm Theories
-Brand Loyalty Measure
-Describes Population
-Build Customer Profile
-Fain Specific Information - 10Descriptive Research Studies Key Method-Secondary Data
-Cross sectional Surveys
-Longitudinal Surveys
-Statistical Data Analysis - 11Cross Sectional Surveys-Are one time snapshots of population
-Use the same survey & different sample - 12Longitudinal Survey-Identify market trends
-Use the same survey & same sample
-Use tracking panels & groups. - 13Causal Research Study DefinitionResearch studies that examine whether the value of one variable causes or determines the value of one variable causes or determines the value of another variable.
- 14Causal Research Study Purpose-Confirm Theories
-Identify Cause & Effect
-Relationships Among Variables - 15Causal Research Study Key Methods-Surveys
-Experiments
-Time Sequence
-Secondary Data
-Systematic Eliination - 16Dependent VariableA symbol or concept expected to be explained or influenced by the independent variable. One affects the dependent variable by manipulating the independent variable deemed to be associated with the dependent variable.
- 17Independent VariableA symbol or concept over which the research has come control and that is hypothesized to cause or influence the dependent variable.
- 18Concomitant VariationThe degree to which a presumed cause and a presumed effect occur or vary together.
- 19Temporal SequenceAn appropriate causal order of events
- 20Spurious AssociationA relationship between a presumed cause ad a presumed effect that occurs as a result of an examined variable or set of variables.
- 21Survey ResearchResearch i which surveys (personal, telephone, mail or internal) are used to obtain facts, opinions, and attitudes from respondents.
- 22Observation ResearchTypically descriptive research that monitors respondents actions without direct interaction.
- 23ExperimentsResearch to measure causality, in which the researcher changes one or more independent variables and observes the effect of the changes on the dependent.
- 24Other Qualitative ResearchResearch such as focus groups, secondary data analyses, and case studies.
- 25Probability SamplingA subset of the population that can be assumed to be a representative cross section of the population because every element in the population has a known non-zero chance of being selected.
- 26Non-probability SamplingA subset of the population in which the changes of selection for the various elements in the population are not precisely known.
- 27Sample SizeHow many are needed to interview or observe?
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- Marketing Research Fichas sobre Chapter 3: Problem Definition, Exploratory Research, and the Research Process, creado por Megan Partridge el 03/03/2015.
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- Megan Partridge
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