MKT 500 Chapter Notes - Chapter 4: Marketing Mix, Test Market, Longitudinal Study
Document Summary
Research design a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information. 3 types of research design exploratory descriptive causal. Methods: secondary research, experience surveys, case analysis, focus group: case analysis using similar case situations, focus group unstructured spontaneous discussions, experience surveys gathering info from those who are supposedly knowledge about the issue. Key information technique in tech field. Lead-user survey lead users of new technology. Descriptive research describe answers to who, what, where, when, and how cross-sectional and longitudinal: cross-sectional measure units from a sample of population at only one point in time. Snapshots : sample surveys cross-sectional studies whose samples are drawn so that they are representative of a specific population, longitudinal studies repeatedly measure the same sample units of a population over a period of time. Panel sample units who answer questions at periodic intervals. Continuous panels ask questions at a measured time.
