Module 6: Quantitative Research I PDF

MKTG 330 Marketing Research Danny Kim Module 6: Quantitative Research I  Info Session: Microsoft Internship/Job September 18 (Wed) 12 PM – 1 PM Virtual or Wolff Auditorium Schedule Syllabus update  Direct methods of exploratory research Descriptive research Qualitative...

MKTG 330 Marketing Research Danny Kim Module 6: Quantitative Research I  Info Session: Microsoft Internship/Job September 18 (Wed) 12 PM – 1 PM Virtual or Wolff Auditorium Schedule Syllabus update  Direct methods of exploratory research Descriptive research Qualitative Research Skill Assignment Types of surveys CA2: FGD Preparation (group) CA3: FGD video (individual)  Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Indirect methods Projective techniques Association tests Quantitative research Word association tests Hypothesis The “how many/much” hypothesis Sentence completion tests Picture interpretation tests Type of data Numerical data Observation studies Research approach Measure and test Direct methods Analysis Statistical analysis Depth interviews Focus group discussions  Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Indirect methods Projective techniques Association tests Word association tests Sentence completion tests Picture interpretation tests Observation studies Direct methods Depth interviews Focus group discussions Descriptive Research Descriptive research (Survey research) Purpose Capture current characteristics of markets and consumers. Descriptive: Nature Capture the frequency of event occurrences, the proportion of event occurrences, or the correlation of two events. Method Survey Diagnostic: Function Assess the characteristics and relationships of markets and consumers. Descriptive Research: Examples Frequency example: A car insurance company wants to know whether its primary customers are teenagers and/or senior drivers. Proportion example: A car insurance company wants to see if cars with certain colors are more likely to be involved in an accident. Correlation example: A car insurance company wants to see if there is an association between the driver’s age and one’s car value. Descriptive Research: Methods Cross-sectional study - Investigation of a sample that is studied at a single point in time. 2024. 9. 16. Panel study (longitudinal study) - Investigation of a sample that is studied repeatedly over time. - Continuous panel study: the same sample responds to the same questions over time. - Discontinuous panel study: the same sample responds to different questions over time. 2024. 9. 16. 2024. 12. 4. Descriptive Research: Methods VW’s Stock price momentarily spiked for a few hours! $32.40 → $38.46 (18.70%) Descriptive Research: Methods The Securities and Exchange Commission (SEC) opened an inquiry to see if VW broke the law. Descriptive Research: Methods You are a marketer specializing in consumers’ credibility perceptions toward VW. 2021. 4. 1 A cross-sectional study before the April Fool’s A panel study before/after the April Fool’s Day Day alone will not capture consumers’ credibility will help you to gauge the change of credibility perception towards VW after “the prank.” perceptions towards VW after “the prank.” Descriptive Research: Methods Cross-sectional study - Investigation of a sample that is studied at a single point in time. o Pros: Relatively cheaper and faster to conduct than a panel study. o Cons: The finding captures responses that are from only one point in time. Panel study (longitudinal study) - Investigation of a sample that is studied repeatedly over time. o Pros: Researchers can see the trajectory of responses. o Cons: Relatively more expensive and slower to conduct than a cross-sectional study. What kind of surveys are there? Descriptive Research: Types of Surveys Telephone surveys - Traditional telephone survey In-person surveys - In-home surveys, mall-intercept surveys, field surveys Paper mail-in surveys Electronic surveys - Email surveys, mobile surveys, web intercept surveys - Crowdsourcing sites (e.g., Amazon Mechanical Turk) Descriptive Research: Types of Surveys The decision to use which survey depends on several factors. Response rate: % of total attempted surveys completed - In-person surveys are recommended. - Personal interaction increases the likelihood of responding. Reach: Ability to reach the intended target effectively and/or efficiently. - Effectiveness: Promoting respondents to spend time and pay attention to the survey. - Efficiency: Minimizing the cost to administer the survey to the intended target. - Crowdsourcing sites are recommended. Descriptive Research: Types of Surveys Diversity of question types - Electronic surveys are recommended. - Interactive questions, videos, and audios. Protection of privacy - Crowdsourcing sites are recommended. - Crowdsourcing platforms conceal participants’ personal info. Researchers do not know the real identities of respondents. Are there any caveats to descriptive research? Choice of Research Designs Correlation ≠ Causation An increase in ice cream sales is coupled with an increase in homicide rates. That correlation doesn’t mean eating ice cream caused homicides. Choice of Research Designs Correlation ≠ Causation An increase in imported Mexican lemons is coupled with a decrease in highway fatalities. That doesn’t mean that eating more Mexican lemons made better American drivers. Choice of Research Designs Correlation ≠ Causation After talking behind your roommate’s back, your roommate did not greet you today. That doesn’t mean that talking behind the back caused your roommate to not greet you.  Research methodology Qualitative research Quantitative research Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Indirect methods Cross-sectional study Panel study Projective techniques Continuous Association tests Discontinuous Word association tests Sentence completion tests Picture interpretation tests Observation studies Direct methods Depth interviews Focus group discussions CA3: FGD Video Download the CA3 worksheet (Canvas) Please watch a demo of a FGD titled “Moderating focus groups.” https://www.youtube.com/watch?v=xjHZsEcSqwo Individual Assignment Deliverable: CA3 worksheet Due: Sep 20 (Fri), 2024, 11:59 PM PST