Chapter 5 (first half). Research Design A set of advance decisions that make up the master plan specifying the methods and procedures for collecting and.

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Presentation transcript:

Chapter 5 (first half)

Research Design A set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed info. While each marketing research problem is unique, market researchers have developed a collection of methods and procedures that can be applied to many situations.

The TRIX (and Coke) examples What did they do wrong? Other examples?

Longitudinal vs. Cross-sectional Longitudinal: measure the same population over different time intervals Longitudinal: measure the same population over different time intervals Cross-sectional: measure units from a sample of the population at only one point in time Cross-sectional: measure units from a sample of the population at only one point in time Is the census longitudinal or cross- sectional? Is the census longitudinal or cross- sectional?

Continuous vs. Discontinuous Longitudinal study Continuous: ask the same question(s) over time Example? Discontinuous: vary the question(s) over time Why would a researcher do this?

3 Categories of research design Exploratory Exploratory Descriptive Descriptive Causal Causal

Exploratory Research Design When do you use this type of design? When do you use this type of design? Methods: Methods: Experience surveys Experience surveys Case analysis Case analysis Focus Groups Focus Groups Projective Techniques Projective Techniques

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