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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 5

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 5', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Research Design Research Design Research design is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Ch 5 The Significance of Research Design Although every problem and research objective may be unique there are enough similarities that allow us to make some decisions in advance about the best plan to resolve the problem. Ch 5 The Significance of Research Design There are basic marketing research designs that can be successfully matched to given problems and research objectives, and they serve the researcher much like the blueprint serves the builder. Ch 5 Types of Research Design Three traditional categories: Exploratory Descriptive Causal The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and research objectives. Ch 5 Basic Research Objectives and Research Design Research Objective . | Research Design Research Design Research design is a set of advanced decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Ch 5 The Significance of Research Design Although every problem and research objective may be unique there are enough similarities that allow us to make some decisions in advance about the best plan to resolve the problem. Ch 5 The Significance of Research Design There are basic marketing research designs that can be successfully matched to given problems and research objectives, and they serve the researcher much like the blueprint serves the builder. Ch 5 Types of Research Design Three traditional categories: Exploratory Descriptive Causal The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and research objectives. Ch 5 Basic Research Objectives and Research Design Research Objective Appropriate Design To gain background information, Exploratory to define terms, to clarify problems and hypotheses, to establish research priorities To describe and measure marketing Descriptive phenomena at a point in time To determine causality, Causal to make “if-then” statements Ch 5 Types of Research Design: A Caution Exploratory Descriptive Causal A Caution It should not be implied that research design is a step-by-step process in terms of the order in which design should be carried out. Many research projects use only one design. Ch 5 Exploratory Research Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. By unstructured, we mean there is no formal set of objectives, sample plan, or questionnaire. Ch 5 Exploratory Research It is usually conducted when the researcher does not know much about the problems. Exploratory research is usually conducted at the