BUSMKT 1411 Chapter Notes - Chapter 3: Data Analysis, Structured Analysis, Sampling Error
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Design the exploratory, descriptive, and/or casual phases of the research: 3. Specify the measurement and scaling procedures: 4. Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection: 5. Specify the sampling process and sample size: 6. Exploratory research: objective is to explore or search through a problem or situation to provide insights and understandings, could be used for any of the following purposes: Identify alternative courses of action: formulate a problem or define a problem more precisely, develop hypotheses, gain insights for developing an approach to the problem, establish priorities for further research. Isolate key variables and relationships for further examination: meaningful in any situation where the researcher does not have enough understanding to proceed with the research project. Descriptive research: descriptive research: major objective is to describe something usually market characteristics or functions, reasons for conducting, 1. To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas: 2.