MAHA Global and IPR: Do Actions Speak Louder Than Words?
Marketing Research Ch04
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4. Basic Research Objectives and Research Design Research Objective Appropriate Design To gain background information, to define terms, to clarify Exploratory problems and develop hypotheses, to establish research priorities, to develop questions to be answered To describe and measure marketing phenomena at a point Descriptive in time To determine causality, test hypotheses, to make “if-then” Causal statements, to answer questions
9. Selecting the Appropriate Research Type Is the research purpose specific and are data requirements clear? Analyze data/interpret findings Is there a need for further research Analyze data/interpret findings Make recommendations Conduct a suitable descriptive-research study Conduct exploratory research with these procedures: -Key informant technique -Focus group interviews -Secondary-data analysis -Case study method Design conclusive research Does the research purpose call for testing cause-and-effect relationships between variables? Conduct an appropriate experimental-research study Yes No No Yes No Yes