Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Topic Six
Class Six
Learning Objectives
Understand the major descriptors of research design
6-2
Research Proposal
Do I need research
Yes
Facts
Tracking
Quantitative research
Panel
Omnibus
Telephone
Yes
Is speed an issue Do I need a survey and observation study a test Mystery shopping/video
No
In hall Face to face In home
MR Ad hoc Quantitative Testing Observation Surveys Qualitative FG IDIs Comparative Monadic Conjoint Marketing Mix Video Mystery Shopping Traffic Count Business Measures Pack U&A Retail Panel Customer Satisfaction Brand Image Omnibus B2B Consumer Panel Continuous
Product
Advertising
Price
Research Design
Blueprint
Plan
Guide Framework
6-6
Options
Exploratory study Formal study Monitoring Communication Study Experimental Ex post facto Descriptive Causal Cross-sectional Longitudinal Case Statistical study Field setting Laboratory research Simulation Actual routine Modified routine
6-8
Population inferences
Quantitative Generalizable findings
6-9
Descriptive Studies
Who?
What?
Where?
6-10
Causal Studies Experiment Study involving the manipulation or control of one or more variables to determine the effect on another variable Ex Post Facto study
6-11
Monitoring
Communication
6-12
Cross-sectional
Longitudinal
6-13
Field conditions
Lab conditions
Simulations
6-14
Participants Perceptions
A local direct marketing business relies heavily on ladies going door-to-door to sell a female only brand. Recently the turnover (leaving the job) of the marketing staff has increased significantly. Please state their managements dilemma and management question. If they wish to undertake business research to address this problem, what research question/s they should include in the research to address the management problem?