Research Methods and Designs Quiz

Marketing Research: Chapter 4 - Research Design

• Research design is a comprehensive plan outlining methods for gathering and analyzing data. It's crucial for efficient and cost-effective research.

• Good research design is essential in proper research. Advance planning results in quicker completion and lowered costs, due to pre-planning efficiencies.

• Research design objectives include:

  • Gathering background information and generating hypotheses.
  • Measuring variables of interest.
  • Testing relationships between variables.

• Research design is often an iterative process. Initial research can reveal the need for further study and additional designs.

Types of Research Designs

• Exploratory Research:

  • Unstructured, informal research often conducted initially to gain a better understanding of a problem.
  • Conducted when the researcher isn't fully aware of the intricacies of the problem.

• Uses of Exploratory Research:

  • Gaining background information.
  • Defining terms and clarifying hypotheses.
  • Establishing research priorities.

• Exploratory Research Methods (1 of 2):

  • Secondary data analysis: Analyzing available information relevant to the research topic.
  • Experience surveys: Gathering insights from individuals knowledgeable on the issue(s).
    • Key-informant technique: Gathering information from knowledgeable individuals.
    • Lead-user survey: Gathering information from lead users of new technologies.

• Exploratory Research Methods (2 of 2):

  • Case analysis: Reviewing related past situations.
  • Focus groups: Bringing together small groups for unstructured discussions led by a moderator to gain insights.

• Descriptive Research:

  • Designed to describe characteristics of consumer and market behaviors.
  • Used to answer questions of who, what, when, where, and how.
  • Useful when projecting study findings to a larger population if the sample is representative.

• Descriptive Research Classifications:

  • Cross-sectional studies: Measure a sample at one point in time.
  • Longitudinal studies: Repeatedly measure the same sample over an extended period.

• Descriptive Research Studies (1 of 3):

  • Cross-sectional studies: Measure a sample at one time. Survey samples are representative of the population and often include margins of error.

• Descriptive Research Studies (2 of 3):

  • Longitudinal studies: Repeatedly measure the same group over time. Often depicted as motion pictures of a population.

• Descriptive Research Studies (3 of 3):

  • Continuous panels: Collect data using the same questions for each data point.
  • Discontinuous panels: Vary questions for each data point, sometimes called 'omnibus panels'.

• Discontinuous Panels:

  • Demographically matched to represent an overall population.
  • Offer quick access to information for different research purposes.

• Continuous Panels:

  • Brand switching studies: Track changes in brand loyalty.
  • Market-tracking studies: Measure variables like market share and sales over time.

• Causal Research: Seeks to uncover cause-and-effect relationships.

  • Often involves experiments.

• Experiments:

  • Used to determine cause-effect relationships. Manipulate independent variables.
  • Control extraneous variables.

• Independent Variables: Variables under the researcher's control to determine effect. (Example: ad expenditure).

• Dependent Variables: Variables measured in response to changes in independent variables.

• Extraneous Variables: Other variables that potentially impact the outcome.

• Experimental Design (1 of 4): A procedure to set an environment for changes in a dependent variable to be solely attributed to the independent variable.

• Symbols of Experimental Design:

  • O: Observation
  • X: Manipulation
  • R: Random Assignment
  • E: Experimental Effect

• Pretest/Posttest:

  • Pretest: Measuring the dependent variable before manipulating the independent variable.
  • Posttest: Measuring the dependent variable again after manipulating the independent variable.

• Experimental Design (2 of 4): Contains a control group (used as a comparison) and an experimental group (exposed to the manipulation).

• Experimental Design (3 of 4): Before-after testing (measuring the dependent variable before and after the manipulation.)

• Experimental Design (4 of 4): Before-after with control group. Randomly dividing participants into a control group and an experimental group. A comparison is made between the two groups.

• A/B Testing: Tests two options (A and B) simultaneously to compare effectiveness. Commonly used in website development and online marketing.

• Validity of Experiments:

  • Internal validity: The extent to which changes in the dependent variable are caused by changes in the independent variable.
  • External validity: The extent to which the results of the experimental setting can be generalized to the real world.

• Types of Experiments:

  • Laboratory experiments: Conducted in controlled settings allowing for maximum control over extraneous variables.
  • Field experiments: Conducted in natural settings. Less control over extraneous variables, but potentially more generalizable results to real-world situations.

Test Marketing

• Test Marketing: An experiment to evaluate a product or marketing mix in a market setting.

• Test Market Uses:

  • Assessing sales potential of a new product or service.
  • Evaluating variations of the marketing mix for an existing product or service.

• Types of Test Markets:

  • Standard test market: Testing a new product or marketing mix in regular distribution channels.
  • Controlled test market: An outside firm that guarantees distribution to a target number and type of retailers.
  • Simulated test market (STM): Collecting data on consumer response to a new product or service by using models to project sales.

• Selecting Test-Market Cities:

  • Considerations include representativeness, isolation (limiting exposure to competitors), and control over distribution and promotional efforts.

• Pros of Test Marketing: Accurate forecasts. Opportunity to test marketing mixes.

• Cons of Test Marketing: Risk of competitor actions. Exposure risk to competition. Ethical considerations.

Test your knowledge on various research methods and designs, including exploratory and descriptive research. This quiz examines key concepts such as focus groups, control groups, and A/B testing. Perfect for students or professionals looking to enhance their understanding of research methodology.