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Research Design

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Transcript of Research Design

RESEARCH DESIGN
Outline
Research Design definition
A Clasification of
Marketing Research Design

Exploratory Research Design:
Secondary Data
Marketing Research Proposal
A framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems
INSTITUTIONS
Overview
Research Design: Definition
Research Design: Classification
Exploratory Research
Descriptive Research
Causal Research
Relationships Among Exploratory, Descriptive and Causal Research
Potential Sources of Error
Budgeting and Scheduling
Marketing Research Proposal
Primary Versus Secondary Data
Advantages & Uses of Secondary Data
Disadvantages of Secondary Data
Criteria for Evaluating Secondary Data
Classification of Secondary Data
Internal Secondary Data
Published External Secondary Sources
Computerized Databases
Syndicate Sources of Secondary Data
Syndicated Data from Households
Syndicated Data from Institutions
Combining Information from Different Sources: Single-Source Data
Applications of Secondary Data
International Marketing Research
Ethics in Marketing Research

@marketingade
Executive Summary
Background
Problem Definition/Objectives of the Research
Approach to the Problem
Research Design
Fieldwork/Data Collection
Data Analysis
Reporting
Cost and Time
Appendices
Primary
Data
Secondary
Data
SECONDARY DATA
Specify the sampling process and sample size
(7)
Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection
(6)
Develop a plan of data analysis
(8-9)
Specify the measurement and scaling procedures
(6)
Design the exploratory, descriptive, and/or causal phases of the research
(3-5)
Define the information needed (1)
Components of a Research Design
Research Design
Exploratory
Research Design
Conclusive
Research Design
One type of research design, which has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher
Research design to assist the decision maker in determining, evaluation and selecting the bests course of action to take in a given situation
Descriptive
Research
Causal
Research
Cross-Sectional
Design
Longitudinal
Design
Single
Cross-Sectional
Design
Multiple
Cross-Sectional
Design
EXPLORATORY
CONCLUSIVE
OBJECTIVE
Differences Between
Exploratory and Conclusive Research
EXPLORATORY
CONCLUSIVE
CHARACTERISTICS
EXPLORATORY
CONCLUSIVE
FINDINGS/RESULTS
EXPLORATORY
CONCLUSIVE
OUTCOME
To provide insights and understanding
To test specific hypotheses and examine relationships
Information needed is defined only loosely. Research process is flexible and unstructured.
Sample is small and non-representative.
Analysis of primary data is qualitative
Information needed is clearly defined.
Research process is formal and structured.
Sample is large and representative.
Data analysis is quantitative
Tentative
Conclusive
Generally followed by further exploratory or conclusive research
Findings used as input into decision making
DESCRIPTIVE
CAUSAL
OBJECTIVE
Differences Between
Descriptive and Causal Design
DESCRIPTIVE
CAUSAL
CHARACTERISTICS
DESCRIPTIVE
CAUSAL
METHODS
Describe market characteristics or functions
Determine cause and effect relationships
Marked by the prior formulation of specific hypotheses

Preplanned and structured design
Manipulation of independent variables, effect on dependent variables

Control mediating variables
Secondary data: quantitative analysis
Surveys
Panels
Observation and other data
Experiments
Potential Sources of Error
Total Error
Random Sampling
Error
Nonsampling
Error
Nonresponse
Error
Response
Error
Researcher Errors
Interviewer Errors
Respondent Errors
Surrogate Information Error
Measurement Error
Population Definition Error
Sampling Frame Error
Data Analysis Error
Respondent Selection Error
Questioning Error
Recording Error
Cheating Error
Inability Error
Unwillingness Error
PRIMARY
SECONDARY
COLLECTION
PURPOSE
A Comparison of
Primary and Secondary Data
PRIMARY
SECONDARY
COLLECTION
PROCESS
PRIMARY
SECONDARY
COLLECTION
COST
PRIMARY
SECONDARY
COLLECTION
TIME
For the problem at hand
For other problems
Very involved
Rapid and easy
High
Relatively low
Long
Short
Identify the problem
Better define the problem
Develop an approach to the problem
Formulate an appropriate research design (for example, by identifying the key variables)
Answer certain research questions and test some hypotheses
Interpret primary data more insightfully
Advantages and Uses of Secondary Data
Specifications: Methodology Used to Collect the Data
Error: Accuracy of the Data
Currency: When the Data Were Collected
Objective(s): The Purpose for Which the Data Were Collected
Nature: The Content of the Data
Dependability: Overall, How Dependable Are the Data
Criteria for Evaluating Secondary Data
INTERNAL
EXTERNAL
PUBLISHED
MATERIALS
COMPUTERIZED
DATABASES
SYNDICATED
SERVICES
General Business Sources:
Guides
Directories
Indexes
Statistical Data

Goverment Sources:
Census Data
Other
CONSUMERS/
HOUSEHOLDS
INSTITUTIONS
Surveys
Panels
Electronic Scanner
Services
Retailers
Wholesalers
Industrial Firms
Online, Internet & Offline:
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose Databases
Households/
Consumers
Surveys
Psychographic
and
Lifestyles
General
Advertising
Evaluation
Panels
Media
Purchase
Electronic
Scanners
Services
Volume Tracking
Data
Scanner Panels
with Cable TV
Scanner
Panels
Audits
Retailers
Wholesalers
Industrial
Firms
Direct
Inquiries
Corporate
Reports
Clipping
Services
Full transcript