MKT 100 Chapter Notes - Chapter 7: Artificiality, Selective Perception, Cluster Sampling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Step 1: deine the research problem and objecives. Start by idenifying the decisions then work backwards to develop research objecives that will answer the quesions: what decisions will need to be made from the research indings. 1: quesions that cannot be answered, quesions already answered, not too broadly, not too narrowly. Researches idenify the type of data needed and determine the type of research necessary to collect it. Exploratory is undertaken when the problem or research quesion is sill fuzzy & management ants addiional info before going further. Descripive used to describe customers, either small number of customers in depth (qualitaive) or large numbers by survey research (quanitaive) Experimental used to explore the quesion does x cause y . Cross-secional sample of customers at a speciic point in ime. Longitudinal repeated measurement of the same customer over a period of ime. Data collecion begins only ater the research design process.