BUS 358 Lecture Notes - Lecture 2: Field Experiment, Longitudinal Study, Psychographic

• School: Stony Brook University
• Department: Business Management
• Course: BUS 358
• Professor: Denise Buhrau

Document Summary

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Uses: formulate problems more precisely, develop hypotheses, establish priorities for research, eliminate impractical ideas, clarify concepts. Types: literature search, experience survey, focus groups, interviews, projective tests, ethnographies. Uses: describe segment characteristics, estimate proportion of people who behave in a certain way, make specific procedures. Uses: provide evidence regarding causal relationships by means of: Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. Formulate an appropriate research design (e. g. by identifying the key variables) Answer certain research questions and test some hypotheses. Specifications: methodology used to collect the data.