Ch 3: The Research Process Flashcards
(30 cards)
program strategy
- studies a firm conducts and for what purposes
- some only conduct research when there’s a problem or high risk decision
- others conduct research continuously
- what studies should we conduct?
project strategy
- approach for a specific study, including each step of the research process
- how should we conduct this study?
- how it’s designed
steps in the marketing research process
1) define the problem
2) determine the research design
3) determine the data-collection metho
4) design the sample and collect data
5) analyze and interpret the data
6) prepare the research report
decision problem
the problem from the manager’s perspective
research problem
the problem from the researcher’s perspective
- helps answer manager’s decision problem
research design
methods that will be used to collect and analyze data
3 types of research design
exploratory, descriptive, causal
exploratory research
- gain insights/understanding
- qualitative
- focus groups and depth interviews
descriptive research
- quantify phenomena and/or test if insights generalize to target market
- quantitative
- surveys
causal research
- determine cause and effect
- experiment
- A/B tests, lab tests
primary data
- information collected specifically for the problem at hand
- observations, interviews, questionnaire
secondary data
- information already collected
- cheaper and faster
- not always available and may be inadequate or outdated
- internal company databases, government websites, trade associations, syndicated data
the research proposal process
1) meet with the decision maker
2) identify the decision problem
3) develop possible research problems/objectives
4) prepare a research request agreement
5) meet with the decision maker again to decide which research objectives to address
6) prepare a research proposal
RFP
request for proposal
when not to conduct research
- routine decision
- quick decision
- no alternative course of action
- cost of conducting research outweighs the value
identify the decision problem
- what are the symptoms of the problem
- what are the possible causes of the symptoms?
- what are the decision alternatives?
discovery-oriented problems
- associated with unplanned change
- what is going on/why is it happening
- research findings provide insights, which lead to further research
strategy-oriented problems
- associated with planned change
- how, where, who
- research findings lead directly to action
action standard
- a designated quantity of a measurable attribute or characteristic that must be achieved for a predetermined action to take place
- decided on before data is collected
how research will be conducted
research design, data sources, sampling plan, data collection forms, planned analyses
what it takes to conduct research
timeline, personnel, cost, deliverables
ethics
moral principles and values that govern the way an individual or group conducts its activities
ethics help us
make decisions when there is the potential for harm to others
ethical frameworks
- perspective for thinking about the morality of a decision or action
- deontological and teleological
