Steps in the Research Process
11 important questions on Steps in the Research Process
What is a symptom?
What is the difference between a management decision and a marketing research problem?
Marketing research problem: A statement specifying the type of information neede by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively.
What is the nice-to-know syndrome?
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- Never study anything twice
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How can the likelyhood of success of research be determined?
Moderate: Based on prior experience, you are sure that information can be obtained;
Worst: Trying something new with a real risk of a completete blank.
What is a hypothesis?
What are the three basic research methods?
2 Observation research: examining patterns of behavior as opposed to asking consumers why they do what they do. This may involve people watching consumers or the use of a variety of machines.
3 Experiments: research to measure causality, in which the researcher changes on or more independent variables and observe the effect of the changes on the dependent variable.
What is the difference between a probability and non-probability sample?
Non-probability sample: a subset of a population in which the chances of selection for the various elements in the population are unknown. Researchers cannot statistically calculate the reliability of a nonprobability sample; the degree of sampling error.
How do you asses the quality of a research report?
Has the methodology outlined in the proposal been followed?
Are conclusions based on logical deductions from the data analysis?
What is a ''research request''?
Sections:
1 Action, description of action to be taken based on the research;
2 Origin, events that led to the need for a decision;
3 Information, questions to be answered;
4 Use, explanation how information will be used;
5 Target groups and subgroups, description those from whom information must be gathered;
6 Logistics, Time and budget constraints;
7 Comments, any other relevant information.
What is a marketing research proposal?
Consists of:
1 Title page;
2 Statement of research objectives;
3 Study design;
4 Areas of questioning (survey topics);
5 Data analysis;
6 Personnel involved;
7 Specifications and assumptions;
8 Services (what exacty will the researcher do);
9 Cost;
10 Timing.
What are the desirable qualities in marketing researchers?
1 Maintains client confidentiality;
2 Is honest;
Other:
3 Managing the reserach function;
4 Maintaining good communications.
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