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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

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Types of Research


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    1. 4.12 & 4.13 Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue

    2. 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

    3. Types of Marketing Research Data

    4. 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

    5. Research Data

    6. 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.

    7. 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

    8. 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

    9. 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.

    10. Test questions • Let’s go over some questions • You may receive a Personal Best for the correct answer