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.

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

1. Formulate a prob or define a problem more precisely
2. identify alternative courses of action
3. develop hypotheses
4. isolate key variables and relationships for further examination
5. gain insights for developing an approach to the prob
6. establish priorities for further research

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.

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

Expert/Experience Surveys

pilot surveys

case studies

secondary data

qualitative research

Marked by prior formulation of specific hypotheses

Preplanned and structured design

Secondary Data: Quantitative

Surveys

Panels

Observational and other data

Manipulation or one or more independent variables

Control of other mediating variables

1. develop profile of target market
2. estimate frequency of product use as basis for sales forecasts
3. determine the relation between product use and perception of product
4. determine degree to which marketing variables are associated

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

Sales studies

Consumer Perception and Behavior Studies

Market Characteristic Studies

market potential

market share

sales analysis

image

product usage

advertising

pricing

distribution

competitive analysis

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

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.

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

Cannot Detect Change

Small Amount of data collection

Not very accurate (requires thinking back unlike panel which is ongoing and present)

Representative Sampling (people drop out of panel, too long)

No Response Bias (wont get bored)

Can detect change

large amounts of data collected

lots of accuracy

Representative Sampling not there

Lots of response bias

type of CONCLUSIVE research whose major objective is to obtain evidenec regarding cause-and effect relationships

requires a planned and structured design

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

1. Define the information needed
2. design the exploratory, descriptive/and or causal phases of the research
3. specify the measurement and scaling procedures
4. construct a questionnaire
5. specify the sampling process and the sample size
6. develop a plan of data analysis

Research is conducted to help ____ management error in decsion making

REDUCE! not prove assumptions but provide mgt with an assessment of the degree of risk associated with making decision based on tested assumptions.

1. Executive summary
2. background
3. problem definition/research objectives
4. approach to the problem
5. research design
6. fieldwork/data collection
7. data analysis
8. reporting
9. cost and time
10. project personnel
11. appendices

Data analysis plan

Exploratory descriptive causal design

Scaling and Measurement

Interviewing forms;questionnaire design

Generating the needed info

Number:Sample size and plan