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MKT 500 Chapter Notes - Chapter 3: Longitudinal Study, Test Market, Random Assignment

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carminedog937
1 Oct 2012
School
Ryerson University
Department
Marketing
Course
MKT 500
Professor
Helene Moore

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Document Summary

Research design: set of advance decisions that makes up the master plan, specifying the methods and procedures for collecting and analyzing the needed information. Once the problem and the research objectives are known, the researcher selects a research design. Descriptive research: undertaken to describe problems of who, what, where, when, and how: cross-sectional studies: measure units from a sample of the population at only one point in time. Sample surveys: samples are drawn to represent a specific population. Also used to test proposed advertising: longitudinal studies: repeatedly measure the same sample units of a population over a period of time. Panels represent same units who have agreed to answer questions at periodic intervals. Continuous panels: ask panel members the same questions over a period of time. Discontinuous (or omnibus) panels: vary questions from one panel measurement to the next. Market tracking studies: measure some variable(s) of interest.

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Related Questions

The marketing research process follows five steps, and researchers select one: 
 
a. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.
b. should maintain the integrity of the process by following each step sequentially and thoroughly.
c. may not always go through them in the exact sequence if the situation changes or new information is discovered.
d. often collect data before defining the research objectives.
e. may follow the process by completing all steps at once instead of planning the process first.

What is Qualitative research?

 

Let's imagine you have just started working for a law firm as a business accounts manager. Your first task is to research the case outcomes of patients who were in vehicle accidents versus those who were involved in an industrial accident, where a law suit against a responsible party was brought to trial. Describe any preconceived ideas or bias that you may have (this will be personal based on your experience). How would you begin your research and structure it to help remove these ideas from impacting your outcomes?

For your reply, consider your own personal bias in comparison to your peer. How would your outcomes be different based on our experience?