Week 2

Question 1

Defining the research problem

Answer 1

A problem is a broad statement of the general problem and identification of the specific components of the marketing research problem.

Question 2

What does the research problem involve?

Answer 2

1. The background
2. The environmental context
3. Translate from management decision to a marketing research problem.

Question 3

The Theoretical Framework (Secondary Data)

Answer 3

• Guides the research process and determines which constructs are required for analysis.
• Research needs to be based on objective/unbiased evidence (supported by empirical
  findings) and supported/grounded by theory.

Question 4

Analytical Models (Theoretical Framework)

Answer 4

• A set of variables and the relationships between them (represent a real system or process).
• Used as a guide for forming the research design, and can be manipulated for the purposes
  of the research.
• Graphical (visual), Verbal (written) or Mathematical (equation).

Question 5

Research Questions

Answer 5

The broad statement guiding the research in the form of a single question which clearly defines the main purpose of the study.

Question 6

What should a research question indicate?

Answer 6

1. The major problem/construct being investigated.
2. The context of the study (industry, organisation, location, etc.).
3. The units of analysis (objects from or about which the information was collected).

Question 7

Objectives (Listed in order of importance)

Answer 7

Refined statements of the specific components of the research problem that flow logically from the research question (each focuses on a single issue).
- ‘To determine…’, ‘To compare…’, ‘To investigate…’, ‘To evaluate…’, etc.

Question 8

Primary objective

Answer 8

answer the research question; thus, most objectives are primary.

Question 8

Secondary objectives

Answer 8

enhance the answer/provide a broader, more complete answer
- (only one or two secondary objectives are included in a study).
-e.g. could look at a specific gender, level of income

Question 9

Hypotheses (Statements of Relationships/Propositions)

Answer 9

An unproven statement/proposition about a factor/phenomenon that is of interest to the researcher.
- Often, they are possible answers to the research question.
-H0 and H1

Question 10

Univariate Hypothesis

Answer 10

• Tests a single population parameter.
• 1 construct and a mean

Question 11

Difference between groups hypothesis

Answer 11

• Comparing results found from 2 or more different groups who were
  measured on the same variable.
• 1 construct and 2 or more groups

Question 12

Difference between measures

Answer 12

• Comparing results found between different measures/variables within the same group.
• 2 constructs and 1 group

Question 13

Relational/Correlation

Answer 13

• Tests for correlation between 2 (or more) constructs or groups.
• Requires 2 (or more) constructs/groups.
  *Can be directional or non-directional;
• 1-tailed is a relationship that is either positive or negative.
• 2-tailed is when the direction of the relationship is not indicated.

Question 14

Specified Information

Answer 14

Determined by the theoretical framework and analytical model.