4.12 & 4.13 Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue. Types of Research. Research design - a formal plan of action for a research project Descriptive Research - helps me find out what is going on
4.12 & 4.13 Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue
Types of Research • Research design - a formal plan of action for a research project • Descriptive Research - helps me find out what is going on • Exploratory Research - helps me understand something better
Primary Research • 2 Types of Primary Research: • Qualitative Research = Subjective • Based on thoughts, feelings, opinions and experiences • Gathered from questionnaires, focus groups, observation or informal interviews • Quantitative Research = Objective • Based on statistics and facts usually represented numerically • Gathered through surveys, field tests and experiments
TERMINOLOGY • Population – group being studied (customers) • Sample – Sub-division of the population, often easier to study • Probability sampling – Selecting a sample based on the probability the results will apply to the whole population.
TERMINOLOGY • Non-probability sampling – does not involve random selection • Sampling plan – bases it decision on a sample of the group or population, not the entire group or population
Sampling • There are often difficulties measuring whole populations because: • The large size of many populations • Inaccessibility of some of the population. • Destructiveness of the • Accuracy and sampling
Sampling Bias or errors • Sampling error can make a sample unrepresentative of its population. Sampling error comprises the differences between the sample and the population that are due solely to the particular participants that have been selected. • Sampling bias - Sampling bias is a tendency to favor the selection of participants that have particular characteristics • Non-sampling error (measurement error) - A non-sampling error is an error that results solely from the manner in which the observations are made.
Test questions • Let’s go over some questions • You may receive a Personal Best for the correct answer