MRKT 451 Lecture Notes - Lecture 4: Marketing Mix, Dependent And Independent Variables, Longitudinal Study

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Research design set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Identifying the most appropriate basic research design and characteristics of the design serve the researcher in the same way a blueprint serves a builder. Match basic research designs to given problems and research objectives. Once the basic research design is determined, the researcher can make a series of advanced decisions to form the framework for the advanced planning of the research project. Iterative process: by conducting one research project we know what additional information we may need, may result in multiple research studies. Type of research design is equally based on how much information is already available: less information = exploratory research, lots of information = causal research. Gain background information and to develop hypotheses. Measure the state if a variable of interest (level of brand loyalty)

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