Gonzaga MKTG 330 Marketing Research Module 4 PDF

MKTG 330 Marketing Research Danny Kim Module 4: Research Methodology II Schedule  Causal research Quiz I info Quasi-experiment Research methodology/design selection criteria CA4: FGD video II (individual) Types of validity...

MKTG 330 Marketing Research Danny Kim Module 4: Research Methodology II Schedule  Causal research Quiz I info Quasi-experiment Research methodology/design selection criteria CA4: FGD video II (individual) Types of validity FGD reminders Grade for CA2 is posted Quiz I 1:10 PM – 1:16 PM. Closed notes. 10 multiple-choice questions. Comparable difficulty with Midterm I. Covers up to Research Methodology II (today) Make-up quiz - Take by Oct 4, 2024. If not taken, 0 point. Warning - Do not take memos or pictures of the questions. F for the course. - Do not interrupt/disrupt. Revisit your quiz during office hours.  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 Experiments Projective techniques Continuous Quasi experiments Association tests Discontinuous Word association tests Sentence completion tests Qualitative research Quantitative research Picture interpretation tests Observation studies Hypothesis The “Why” hypothesis The “how many/much” hypothesis Direct methods Data Non-numerical data Numerical data Depth interviews Approach Observe and interpret Measure and test Focus group discussions Analysis Probing analysis Statistical analysis Remember This Slide? (Module 4: Research Methodology I) Now, let’s focus on the right research methodology (research design) to test your hypotheses. Research Designs Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Gain insights and ideas about Capture current characteristics of Predict future event occurrences. Purpose markets and consumers. markets and consumers. Identify predictors of events. Exploratory: Descriptive: Causal: Understand a situation in which Capture the frequency of event Test if one event triggers another Nature one has little to no knowledge of. occurrences, the proportion of event to happen. event occurrences, or the correlation of two events. Method Observe Survey Experiment Preparatory: Diagnostic: Predictive: Function Gain preliminary information of Assess the characteristics and When an event happens, another the markets and consumers. relationships of markets and event will soon follow. consumers. Research Methodology & Design Selection Criteria Which type of validity do you prioritize? How much do you know about the research problem? Limited understanding Good understanding of the marketing problem of the marketing problem Prioritize external validity Prioritize internal validity Remember This Slide? (Module 2: Foundations II) There are largely two types of validity. The type of validity you prioritize determines your research methodology & design. Types of Validity (1) Internal validity (2) External validity Types of Validity: Internal Validity The degree of confidence that an outcome is caused by a specific event, and not due to some random events or potential alternative reasons. Hence, internal validity is about causality. - Can changes in one variable lead to changes in another variable that cannot be explained otherwise? Let’s see some examples. Types of Validity: Internal Validity (Example) Example: For Paxlovid to be a cure for COVID with high internal validity, - Paxlovid should kill the COVID virus by itself - And not due to random events (genes resilient against COVID) or alternative reasons (good rest). Types of Validity: Internal Validity (Example) Example: To say that discount led to a spike in sales with high internal validity, - Discount alone should have caused a spike in sales - And not due to random events (foreign tourists) or alternative reasons (stimulus checks). Types of Validity: External Validity The degree of confidence to which the study results reflect the real world. Hence, external validity is about generalizability. - Can the study results be generalized to a broader population? - Can the study results be generalized to a different context? Let’s see some examples. Types of Validity: (2) External Validity (Example) Example: For Paxlovid to be a cure for COVID with high external validity, - Paxlovid should cure COVID for ALL Americans, regardless of race, age, or gender. Types of Validity: (2) External Validity (Example) Example: To say that discount led to a spike in sales with high external validity, - Discount should cause a spike in sales in ALL branches. Types of Validity: Summary (1) Internal validity - Internal validity is about causality. (2) External validity - External validity is about generalizability. Research Methodology & Design Selection Criteria Which type of validity do you prioritize? Which research design should be chosen if you prioritize internal validity? Causal research Experiment research Which research methodology should be chosen if you prioritize internal validity? Quantitative research Research Methodology & Design Selection Criteria Which type of validity do you prioritize? Which research design should be chosen if you prioritize external validity? Exploratory research Observational research Which research methodology should be chosen if you prioritize external validity? Qualitative research Research Methodology & Design Selection Criteria Which type of validity do you prioritize? How much do you know about the research problem? Let’s move on to the second criteria. Remember This Slide? (Module 4: Research Methodology I) Qualitative Research How much you know about the research problem determines your research methodology & design? Which research design should be chosen if you have a limited understanding of the variables and their relationship? Exploratory research Observational research Which research methodology should be chosen if you have a limited understanding of the variables and their relationship? Qualitative research Research Methodology & Design Selection Criteria How much you know about the research problem determines your research methodology & design? Which research design should be chosen if you have a good understanding of the variables and their relationship? Causal research Experiment research Which research methodology should be chosen if you have a good understanding of the variables and their relationship? Quantitative research Research Methodology & Design Selection Criteria QUALITATIVE RESEARCH QUANTITATIVE RESEARCH QUANTITATIVE RESEARCH Exploratory research Descriptive research Causal research (observational research) (survey research) (experiment research) Limited understanding Good understanding of the marketing problem of the marketing problem Prioritize external validity Prioritize internal validity  Any Questions before the FGD? Arrive before 1:10 PM. We start 1:10 PM sharp. - If you are the interviewer, you should be ready to start by 1:10 PM. Late penalties will apply. - If you are the interviewee, you should be seated by 1:10 PM. Late penalties will apply. Do not get sick. There is no way to make up for missing the FGD. - If you miss your FGD, you forfeit 10 points. If you are planning to voice record your FGD, please ask your interviewee group for permission before the FGD to save your time.