marketing 4460 - quantitative research

qualitative methods involve smaller samples and in depth interviews  descriptive research: can tell you who, what, where, when and how regarding your target population and /or strategy  useful when you want to examine:  differences between distinct populations  differences  causal research:  selective and descriptive research design is based on three factors  nature of the initial problem or opportunity  research questions  approaches used to collect  advantages of survey methods  can accommodate large samples so that results can be generalized with the target population  produce precise enough estimates to identify even small differences  easy to administer and record answers to structured questions  facilitate advanced statistical analysis  concepts and relationships not directly measurable can be studied  types of survey administered survey  in home interview  mall ...

what is a literature review ?   it is a comprehensive examination of available information that is related to your research topic  can help clarify and define the research problem and research questions can suggest research hypothesis to investigate  can identify scales  secondary data: nature, scope and role  secondary data: data not gathered for the immediate study at hand but for some other purpose  internal secondary data:  criteria used to evaluate secondary data sources  purpose  accuracy  consistency  credibility  methodology  bias  commercial sources  syndicated data  market research data that is collected, packaged, and sold to many different firms  consumer panels  large samples of households that have agreed to provide detailed data on purchasing behavior  media panels  large samples of households that have agreed to provide detailed data on ...

determine the need for information research  what makes it unnecessary  do the benefits outweigh the cost doesn't provide useful feedback  will the research give our competitors and advantage  when marketing research might not be feasible  insufficient time frame  the problem must be resolved quickly and there is not enough time to conduct research  inadequate resources  The required manpower is not available  you don't have the facilities nor the money to conduct the research  economic costs outweigh the value  overview of the research process \ information research process: a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information the research process is guided by the scientific method  scientific method: research produces should be  logical objective  4 stages of information research process \ determine the research process...

marketing research defined by practitioners  the business function that links the organization to its markets through gathering information  information must be made useful  where is market research used for  who do you want to sell to, what do the like  how about 4 p's  where do you want to sell it  marketing research and marketing mix variables   place/distribution  decision include choosing and evaluating locations  how is information using market research  information facilities decision making  identifying and defining making driven opportunities and problems  developing and evaluating marketing actions  monitoring marketing performance and improved understanding of marketing as a business process  how is information collected  marketing research is a systematic process that:  designs methods to collect information or data  manages the data collection product  ...