Suche senden
Hochladen
ch4_302mkt.pptx
•
Als PPTX, PDF herunterladen
•
0 gefällt mir
•
3 views
M
mng2021
Folgen
PPT
Weniger lesen
Mehr lesen
Leadership & Management
Melden
Teilen
Melden
Teilen
1 von 45
Jetzt herunterladen
Empfohlen
Research design
Research design
Ayisha Kowsar
Abdm4064 week 03 research process
Abdm4064 week 03 research process
Stephen Ong
Research design dr. raj agrawal
Research design dr. raj agrawal
Ravindra Sharma
Research design
Research design
JenalynLapinigManala
Rm 4-researchdesign-090816083017-phpapp01
Rm 4-researchdesign-090816083017-phpapp01
indrasena23
Rm 4 Research Design
Rm 4 Research Design
itsvineeth209
Business Research Methods
Business Research Methods
Vishnu Rajendran C R
Mills Chapter 03
Mills Chapter 03
Glenn E. Malone, EdD
Empfohlen
Research design
Research design
Ayisha Kowsar
Abdm4064 week 03 research process
Abdm4064 week 03 research process
Stephen Ong
Research design dr. raj agrawal
Research design dr. raj agrawal
Ravindra Sharma
Research design
Research design
JenalynLapinigManala
Rm 4-researchdesign-090816083017-phpapp01
Rm 4-researchdesign-090816083017-phpapp01
indrasena23
Rm 4 Research Design
Rm 4 Research Design
itsvineeth209
Business Research Methods
Business Research Methods
Vishnu Rajendran C R
Mills Chapter 03
Mills Chapter 03
Glenn E. Malone, EdD
INTRODUCTION-TO-RESEARCH-METHODOLOGY-2020.ppt
INTRODUCTION-TO-RESEARCH-METHODOLOGY-2020.ppt
fayan1
RESEARCH DESIGN IN MARKETING RESEARCH FOR BBA AND MBA STUDENTS
RESEARCH DESIGN IN MARKETING RESEARCH FOR BBA AND MBA STUDENTS
ssuser4e0216
Assignment Evidence Based PracticeAccording to the Counsel on Soc.docx
Assignment Evidence Based PracticeAccording to the Counsel on Soc.docx
ElbaStoddard58
Chapter 7 (research design)
Chapter 7 (research design)
BoreyThai1
Technical Writing.pdf
Technical Writing.pdf
sairaazeem3
Chapter 1 Section 4.ppt
Chapter 1 Section 4.ppt
ManoloTaquire
Chapter 06
Chapter 06
stanbridge
Class2
Class2
Eulices Cordoba
Bbch5.ppt
Bbch5.ppt
Jahanzeb Jahan
Research design
Research design
kitturashmikittu
concept of research in RM
concept of research in RM
mewar insitute of management
research design by mostafa Ewees
research design by mostafa Ewees
Mostafa Ewees
Understanding Public Relations Research
Understanding Public Relations Research
Alli Mowrey
STUDENT’S NAME SLIDEIntroductionElicitation refers.docx
STUDENT’S NAME SLIDEIntroductionElicitation refers.docx
florriezhamphrey3065
Research: Meaning, Definition and 11 types
Research: Meaning, Definition and 11 types
Monika S.D.
231109 rm-p.l.research process – an overview
231109 rm-p.l.research process – an overview
Vivek Vasan
Qualitative Procedure
Qualitative Procedure
zahraa Aamir
MELJUN CORTES research seminar_1_the_research_process_coming_to_terms
MELJUN CORTES research seminar_1_the_research_process_coming_to_terms
MELJUN CORTES
Psychology module 4
Psychology module 4
asuncion
Research, an indispensable tool in patient care
Research, an indispensable tool in patient care
Abdulrahman salihu kombo
Women Empowerment-1.pdf
Women Empowerment-1.pdf
mng2021
SHG's Presentation.pptx
SHG's Presentation.pptx
mng2021
Weitere ähnliche Inhalte
Ähnlich wie ch4_302mkt.pptx
INTRODUCTION-TO-RESEARCH-METHODOLOGY-2020.ppt
INTRODUCTION-TO-RESEARCH-METHODOLOGY-2020.ppt
fayan1
RESEARCH DESIGN IN MARKETING RESEARCH FOR BBA AND MBA STUDENTS
RESEARCH DESIGN IN MARKETING RESEARCH FOR BBA AND MBA STUDENTS
ssuser4e0216
Assignment Evidence Based PracticeAccording to the Counsel on Soc.docx
Assignment Evidence Based PracticeAccording to the Counsel on Soc.docx
ElbaStoddard58
Chapter 7 (research design)
Chapter 7 (research design)
BoreyThai1
Technical Writing.pdf
Technical Writing.pdf
sairaazeem3
Chapter 1 Section 4.ppt
Chapter 1 Section 4.ppt
ManoloTaquire
Chapter 06
Chapter 06
stanbridge
Class2
Class2
Eulices Cordoba
Bbch5.ppt
Bbch5.ppt
Jahanzeb Jahan
Research design
Research design
kitturashmikittu
concept of research in RM
concept of research in RM
mewar insitute of management
research design by mostafa Ewees
research design by mostafa Ewees
Mostafa Ewees
Understanding Public Relations Research
Understanding Public Relations Research
Alli Mowrey
STUDENT’S NAME SLIDEIntroductionElicitation refers.docx
STUDENT’S NAME SLIDEIntroductionElicitation refers.docx
florriezhamphrey3065
Research: Meaning, Definition and 11 types
Research: Meaning, Definition and 11 types
Monika S.D.
231109 rm-p.l.research process – an overview
231109 rm-p.l.research process – an overview
Vivek Vasan
Qualitative Procedure
Qualitative Procedure
zahraa Aamir
MELJUN CORTES research seminar_1_the_research_process_coming_to_terms
MELJUN CORTES research seminar_1_the_research_process_coming_to_terms
MELJUN CORTES
Psychology module 4
Psychology module 4
asuncion
Research, an indispensable tool in patient care
Research, an indispensable tool in patient care
Abdulrahman salihu kombo
Ähnlich wie ch4_302mkt.pptx
(20)
INTRODUCTION-TO-RESEARCH-METHODOLOGY-2020.ppt
INTRODUCTION-TO-RESEARCH-METHODOLOGY-2020.ppt
RESEARCH DESIGN IN MARKETING RESEARCH FOR BBA AND MBA STUDENTS
RESEARCH DESIGN IN MARKETING RESEARCH FOR BBA AND MBA STUDENTS
Assignment Evidence Based PracticeAccording to the Counsel on Soc.docx
Assignment Evidence Based PracticeAccording to the Counsel on Soc.docx
Chapter 7 (research design)
Chapter 7 (research design)
Technical Writing.pdf
Technical Writing.pdf
Chapter 1 Section 4.ppt
Chapter 1 Section 4.ppt
Chapter 06
Chapter 06
Class2
Class2
Bbch5.ppt
Bbch5.ppt
Research design
Research design
concept of research in RM
concept of research in RM
research design by mostafa Ewees
research design by mostafa Ewees
Understanding Public Relations Research
Understanding Public Relations Research
STUDENT’S NAME SLIDEIntroductionElicitation refers.docx
STUDENT’S NAME SLIDEIntroductionElicitation refers.docx
Research: Meaning, Definition and 11 types
Research: Meaning, Definition and 11 types
231109 rm-p.l.research process – an overview
231109 rm-p.l.research process – an overview
Qualitative Procedure
Qualitative Procedure
MELJUN CORTES research seminar_1_the_research_process_coming_to_terms
MELJUN CORTES research seminar_1_the_research_process_coming_to_terms
Psychology module 4
Psychology module 4
Research, an indispensable tool in patient care
Research, an indispensable tool in patient care
Mehr von mng2021
Women Empowerment-1.pdf
Women Empowerment-1.pdf
mng2021
SHG's Presentation.pptx
SHG's Presentation.pptx
mng2021
National Education Policy.pptx
National Education Policy.pptx
mng2021
indra nooyi.pptx
indra nooyi.pptx
mng2021
National Education Policy.pptx
National Education Policy.pptx
mng2021
multiple 111.pptx
multiple 111.pptx
mng2021
sampling techniques.pdf
sampling techniques.pdf
mng2021
Women_empowerment_ppt.pptx
Women_empowerment_ppt.pptx
mng2021
Savitrabai Phule - Presentation.pptx
Savitrabai Phule - Presentation.pptx
mng2021
fayol.pptx
fayol.pptx
mng2021
5_6321292961711654707.pptx
5_6321292961711654707.pptx
mng2021
Presentation On HUMAN RELATION APPROACH 56 (1).pptx
Presentation On HUMAN RELATION APPROACH 56 (1).pptx
mng2021
Mehr von mng2021
(12)
Women Empowerment-1.pdf
Women Empowerment-1.pdf
SHG's Presentation.pptx
SHG's Presentation.pptx
National Education Policy.pptx
National Education Policy.pptx
indra nooyi.pptx
indra nooyi.pptx
National Education Policy.pptx
National Education Policy.pptx
multiple 111.pptx
multiple 111.pptx
sampling techniques.pdf
sampling techniques.pdf
Women_empowerment_ppt.pptx
Women_empowerment_ppt.pptx
Savitrabai Phule - Presentation.pptx
Savitrabai Phule - Presentation.pptx
fayol.pptx
fayol.pptx
5_6321292961711654707.pptx
5_6321292961711654707.pptx
Presentation On HUMAN RELATION APPROACH 56 (1).pptx
Presentation On HUMAN RELATION APPROACH 56 (1).pptx
Kürzlich hochgeladen
International Ocean Transportation p.pdf
International Ocean Transportation p.pdf
AlejandromexEspino
How Software Developers Destroy Business Value.pptx
How Software Developers Destroy Business Value.pptx
Aaron Stannard
Safety T fire missions army field Artillery
Safety T fire missions army field Artillery
KennethSwanberg
Gautam Buddh Nagar Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Gautam Buddh Nagar Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Nitya salvi
Leaders enhance communication by actively listening, providing constructive f...
Leaders enhance communication by actively listening, providing constructive f...
Ram V Chary
Agile Coaching Change Management Framework.pptx
Agile Coaching Change Management Framework.pptx
alinstan901
Reviewing and summarization of university ranking system to.pptx
Reviewing and summarization of university ranking system to.pptx
Ass.Prof. Dr. Mogeeb Mosleh
Siliguri Escorts Service Girl ^ 9332606886, WhatsApp Anytime Siliguri
Siliguri Escorts Service Girl ^ 9332606886, WhatsApp Anytime Siliguri
meghakumariji156
internship thesis pakistan aeronautical complex kamra
internship thesis pakistan aeronautical complex kamra
AllTops
digital Human resource management presentation.pdf
digital Human resource management presentation.pdf
ArtiSrivastava23
Intro_University_Ranking_Introduction.pptx
Intro_University_Ranking_Introduction.pptx
Ass.Prof. Dr. Mogeeb Mosleh
Beyond the Codes_Repositioning towards sustainable development
Beyond the Codes_Repositioning towards sustainable development
Nimot Muili
W.H.Bender Quote 62 - Always strive to be a Hospitality Service professional
W.H.Bender Quote 62 - Always strive to be a Hospitality Service professional
William (Bill) H. Bender, FCSI
Abortion pills in Jeddah |• +966572737505 ] GET CYTOTEC
Abortion pills in Jeddah |• +966572737505 ] GET CYTOTEC
Abortion pills in Riyadh +966572737505 get cytotec
The Psychology Of Motivation - Richard Brown
The Psychology Of Motivation - Richard Brown
SandaliGurusinghe2
Marketing Management 16th edition by Philip Kotler test bank.docx
Marketing Management 16th edition by Philip Kotler test bank.docx
ssuserf63bd7
Kürzlich hochgeladen
(16)
International Ocean Transportation p.pdf
International Ocean Transportation p.pdf
How Software Developers Destroy Business Value.pptx
How Software Developers Destroy Business Value.pptx
Safety T fire missions army field Artillery
Safety T fire missions army field Artillery
Gautam Buddh Nagar Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Gautam Buddh Nagar Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Leaders enhance communication by actively listening, providing constructive f...
Leaders enhance communication by actively listening, providing constructive f...
Agile Coaching Change Management Framework.pptx
Agile Coaching Change Management Framework.pptx
Reviewing and summarization of university ranking system to.pptx
Reviewing and summarization of university ranking system to.pptx
Siliguri Escorts Service Girl ^ 9332606886, WhatsApp Anytime Siliguri
Siliguri Escorts Service Girl ^ 9332606886, WhatsApp Anytime Siliguri
internship thesis pakistan aeronautical complex kamra
internship thesis pakistan aeronautical complex kamra
digital Human resource management presentation.pdf
digital Human resource management presentation.pdf
Intro_University_Ranking_Introduction.pptx
Intro_University_Ranking_Introduction.pptx
Beyond the Codes_Repositioning towards sustainable development
Beyond the Codes_Repositioning towards sustainable development
W.H.Bender Quote 62 - Always strive to be a Hospitality Service professional
W.H.Bender Quote 62 - Always strive to be a Hospitality Service professional
Abortion pills in Jeddah |• +966572737505 ] GET CYTOTEC
Abortion pills in Jeddah |• +966572737505 ] GET CYTOTEC
The Psychology Of Motivation - Richard Brown
The Psychology Of Motivation - Richard Brown
Marketing Management 16th edition by Philip Kotler test bank.docx
Marketing Management 16th edition by Philip Kotler test bank.docx
ch4_302mkt.pptx
1.
Chapter 4 Research Design Copyright
© 2014 Pearson Education, Inc. 1
2.
Learning Objectives To
understand what research design is and why it is significant To appreciate areas of ethical sensitivity in research design To learn how exploratory research design helps the researcher gain a feel for the problem by providing background information, suggesting hypotheses, and prioritizing research objectives Copyright © 2014 Pearson Education, Inc. 4-2
3.
Learning Objectives To
know the fundamental questions addressed by descriptive research and the different types of descriptive research To explain what is meant by causal research and to describe types of experimental research designs To know the different types of test marketing and how to select test-market cities Copyright © 2014 Pearson Education, Inc. 4-3
4.
4-4 Copyright © 2014
Pearson Education, Inc.
5.
Research Design Research
design is a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Copyright © 2014 Pearson Education, Inc. 4-5
6.
Why Is Research
Design Important? Good research design is the “first rule of good research.” Knowledge of the needed research design allows advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning. Copyright © 2014 Pearson Education, Inc. 4-6
7.
Objectives of Research
Design To gain background information and to develop hypotheses To measure the state of a variable of interest To test hypotheses that specify the relationships between two or more variables Copyright © 2014 Pearson Education, Inc. 4-7
8.
Research Design: A
Caution In many cases, research is an iterative process. By conducting one research project, we learn that we may need additional research, which may result in using multiple research designs. Copyright © 2014 Pearson Education, Inc. 4-8
9.
Three Types of
Research Designs Exploratory Descriptive Causal Copyright © 2014 Pearson Education, Inc. 4-9
10.
Exploratory Research Exploratory
research is usually conducted at the outset of research projects. It is usually conducted when the researcher does not know much about the problems. Copyright © 2014 Pearson Education, Inc. 4-10
11.
Uses of Exploratory
Research Gain background information Define terms Clarify problems and hypothesis Establish research priorities Copyright © 2014 Pearson Education, Inc. 4-11
12.
Exploratory Research Methods
Secondary data analysis: the process of searching for interpreting existing information relevant to the research topic Experience surveys: refer to gathering information from those to be knowledgeable on the issues relevant to the research problem Key-informant technique: gathering information from those thought to be knowledgeable on the issues relevant to the problem Lead-user survey: used to acquire information Copyright © 2014 Pearson Education, Inc. 4-12
13.
Exploratory Research Methods
Case analysis: a review of available information about a former situation(s) that has some similarities to the current research problem Focus groups: small groups brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem Copyright © 2014 Pearson Education, Inc. 4-13
14.
Descriptive Research Descriptive
research is undertaken to describe answers to questions of who, what, where, when, and how. It is desirable when we wish to project a study’s findings to a larger population, if the study’s sample is representative. Copyright © 2014 Pearson Education, Inc. 4-14
15.
Descriptive Research Classifications Cross-sectional
studies Longitudinal studies Copyright © 2014 Pearson Education, Inc. 4-15
16.
Descriptive Research Studies
Cross-sectional studies measure units from a sample of the population at only one point in time (or “snapshot”). Sample surveys are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population. These studies are usually presented with a margin of error. Copyright © 2014 Pearson Education, Inc. 4-16
17.
Descriptive Research Studies
Longitudinal studies repeatedly measure the same sample units of a population over time. Since they involve multiple measurements over time, they are often described as “movies” of the population. Copyright © 2014 Pearson Education, Inc. 4-17
18.
Descriptive Research Studies
Continuous panels ask panel members the same questions on each panel measurement. Discontinuous panels vary questions from one panel measurement to the next. These are sometimes referred to as omnibus panels (omnibus meaning “including or covering many things or classes”). Copyright © 2014 Pearson Education, Inc. 4-18
19.
Discontinuous Panels Discontinuous
panels are demographically matched to some larger entity, implying representativeness. Discontinuous panels represent sources of information that may be quickly accessed for a wide variety of purposes. 4-19 Copyright © 2014 Pearson Education, Inc.
20.
Continuous Panels Brand-switching
studies: studies examining how many consumers switched brands Market-tracking studies: those that measure some variable(s) of interest—such as market share or unit sales—over time 4-20 Copyright © 2014 Pearson Education, Inc.
21.
4-21 Copyright © 2014
Pearson Education, Inc.
22.
4-22 Copyright © 2014
Pearson Education, Inc.
23.
Causal Research Causality
may be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.” Causal relationships are often determined by the use of experiments. 4-23 Copyright © 2014 Pearson Education, Inc.
24.
Experiments An experiment
is defined as manipulating an independent variable to see how it affects a dependent variable while also controlling the effects of additional extraneous variables. 4-24 Copyright © 2014 Pearson Education, Inc.
25.
Independent Variable Independent
variables are those variables that the researcher has control over and wishes to manipulate—the 4 P’s. Examples are level of ad expenditure, type of ad appeal, display location, method of compensating salespersons, price, and type of product. 4-25 Copyright © 2014 Pearson Education, Inc.
26.
Dependent Variables Dependent
variables are those variables that we have little or no direct control over but a strong interest in changing. 4-26 Copyright © 2014 Pearson Education, Inc.
27.
Extraneous Variables Extraneous
variables are those variables that may have some effect on a dependent variable yet are not independent variables. 4-27 Copyright © 2014 Pearson Education, Inc.
28.
Experimental Design Experimental
design is a procedure for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable. 4-28 Copyright © 2014 Pearson Education, Inc.
29.
Example Store Experiment 4-29 Copyright
© 2014 Pearson Education, Inc.
30.
Symbols of Experimental Design
O = measurement, or observation, of a dependent variable X = manipulation, or change, of an independent variable R = random assignment of subjects to experimental and control groups E = experimental effect (change in the dependent variable due to the independent variable) Copyright © 2014 Pearson Education, Inc. 4-30
31.
Pretest and Posttest
Pretest refers to the measurement of the dependent variable taken prior to changing the independent variable. Posttest refers to measuring the dependent variable after changing the independent variable. 4-31 Copyright © 2014 Pearson Education, Inc.
32.
Experimental Design A
“true” experimental design: isolates the effects of the independent variable on the dependent variable while controlling for the effects of any extraneous variables. Quasi-experimental design: ones that do not properly control for the effects of extraneous variables on our dependent variable. 4-32 Copyright © 2014 Pearson Education, Inc.
33.
Experimental Design Before-after
with control group design may be achieved by randomly dividing subjects of the experiment in two groups: The control group The experimental group Copyright © 2014 Pearson Education, Inc. 4-33
34.
Experimental Design Control
group: control of extraneous variables typically achieved by the use of a second group of subjects Experimental group: the group that has been exposed to a change in the independent variable 4-34 Copyright © 2014 Pearson Education, Inc.
35.
How Valid Are
Experiments? An experiment is valid if the following are true: The observed change in the dependent variable is due to the independent variable. The results of the experiment apply to the “real world” outside the experimental setting. Copyright © 2014 Pearson Education, Inc. 4-35
36.
How Valid are
Experiments? Two forms of validity are used to assess the validity of an experiment: Internal validity is concerned with the extent to which the change in the dependent variable is actually due to the change in the independent variable. External validity refers to the extent that the relationship observed between the independent and dependent variables during the experiment is generalizable to the “real world.” 4-36 Copyright © 2014 Pearson Education, Inc.
37.
Types of Experiments
Laboratory experiments are those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable. 4-37 Copyright © 2014 Pearson Education, Inc.
38.
Types of Experiments
Field experiments are those in which the independent variables are manipulated and the measurements of the dependent variable are made on test units in their natural setting. Copyright © 2014 Pearson Education, Inc. 4-38
39.
Test Marketing Test
marketing is the phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting. Main uses of test markets: To test sales potential for a new product or service To test variations in the marketing mix for a product or service 4-39 Copyright © 2014 Pearson Education, Inc.
40.
Types of Test
Markets The standard test market is one in which the firm tests the product or marketing-mix variables through the company’s normal distribution channels. Controlled test markets are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. Copyright © 2014 Pearson Education, Inc. 4-40
41.
Types of Test
Markets Electronic test markets are those in which a panel of consumers has agreed to carry identification cards that each consumer presents when buying goods and services. Simulated test markets (STMs) are those in which a limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. Copyright © 2014 Pearson Education, Inc. 4-41
42.
Selecting Test-Market Cities
Three main criteria: Representativeness Degree of isolation Ability to control distribution and promotion Copyright © 2014 Pearson Education, Inc. 4-42
43.
Pros and Cons
of Test Marketing Advantages: Test marketing allows for the most accurate method of forecasting future sales, and it allows firms the opportunity to pretest marketing-mix variables. Copyright © 2014 Pearson Education, Inc. 4-43
44.
Pros and Cons
of Test Marketing Disadvantages: Test markets do not yield infallible results. Competitors may intentionally try to sabotage test markets. Test markets bring about exposure of the product to the competition. Test markets may create ethical problems. Copyright © 2014 Pearson Education, Inc. 4-44
45.
All rights reserved.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. 4-45 Copyright © 2014 Pearson Education, Inc.
Hinweis der Redaktion
1
2
3
4
5
6
7
8
9
10
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
Don – is this information required? Not emphasized in text
31
32
33
Add definition for Quasi-Experimental Design; change title; Add definition for Experimental group
35
36
37
38
39
40
41
42
43
44
Jetzt herunterladen