MKT 500 Lecture Notes - Lecture 4: External Validity, Internal Validity, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

A set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Knowledge of the needed research design allows for advance planning so that the project may be conducted in less time and typically at a cost savings due to efficiencies gained in preplanning. The choice of which one is the most important design depends largely on the research objectives. 3 common objectives are: to gain background information and to develop a hypothesis, to measure the state of a variable of interest (ex. Level of brand loyalty: to test hypothesis that specify the relationships between 2 or more variables. It may be perfectly legitimate to begin with any one of the three designs and to use that one design. Exploratory research: is most commonly unstructured, informal research that is undertaken to gain background information about general nature of the research problem ex.