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Chapter 3

Chapter 3 - Research Design

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Ryerson University
MKT 500
Helene Moore

Wk. 3 – Chapter 3 – Research Design Lecture on: September 18, 2012 Research design - 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 Three types of research design - Exploratory research: o Commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem o To clarify problems and hypotheses, and to establish research objectives and priorities o Methods of conducting exploratory research:  Secondary data analysis  Experience surveys  Case analysis  Focus groups  Other (qualitative) techniques:  Depth interviews  Protocol analysis  Projective techniques  Ethnographic research - Descriptive research: undertaken to describe problems of who, what, where, when, and how o 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 o 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 - Causal research: “if-then” statements Experiments - Experiment: defined as the manipulation of an independent variable to see how it affects a dependent variable - Independent variable: variables that the researcher has control over and wishes to manipulate - Dependent variable: little or no direct control, yet researcher has a strong interest - Extraneous variable: may have some effect on dependent variables, but aren’t independent - Experimental design: procedure for creating an experimental setting such that a change in a dependent variable may be attributed solely to the change in an independent variable o O = measurement of dependen
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