MKTG-310 Lecture Notes - Lecture 10: Scientific Control, Data Analysis, Dependent And Independent Variables
Document Summary
Learning objectives: define causal research, explain the 3 conditions that must be met to prove causality, define what an experiment is, give a real example of how an experiment can be used in market research. Where are we in the market research process (cid:862)develop the research plan/design(cid:863) What things do we consider in research design phase: secondary and syndicated data analysis, qualitative research, survey and observation research, experimental research. Tasks to consider: measurement and scaling, questionnaire and form design, sampling process and sample size, data analysis plan. Quantitative research: data collection methods: descriptive research, survey, respondents are directly questioned, a structured questionnaire is prepared and administered to respondents, observation, the observer does not question or communicate with the people being observed. Information can be recorded as the events occur or from records of past events: observer systematically records data, causal research, experimentation, a carefully controlled experiment where extraneous variables are controlled, can provide strong evidence of causality.
