MRKT 451 Lecture Notes - Lecture 3: Structured Analysis

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Research design: framework for conducting the marketing research project. The research design specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems. Exploratory research: type of research design which has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher. Confirmatory research: type of research design that assists the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation. Descriptive research: type of confirmatory research that has the objective of describing something- usually market characteristics such as consumer buying patterns, brand preferences, etc. Causal research: type of confirmatory research where the major objective is to obtain evidence regarding cause and effect relationships such as effect of advertising on revenues etc. Cross-sectional design: design involving the collection of information from any given sample of population elements only once.

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