Chapter 1

Report by: Bejaron, De guzman, Hermano, Lonoy,

Pancho, Rapay, Sotto
 RESEARCH DESIGN
 A research design is a framework or blueprint for conducting
the marketing research project. It details the procedures
necessary for obtaining the information needed to structure or
solve marketing research problems. In simple words it is the
general plan of how you will go about your research.
 Qualitative and quantitative research
design
 Qualitative research design
Qualitative research determines relationships between collected data and
observations based on mathematical calculations. Theories related to a
naturally existing phenomenon can be proved or disproved using statistical
methods.

 Quantitative research design

Quantitative research is for cases where statistical conclusions to collect
actionable insights are essential. Numbers provide a better perspective to make
critical business decisions.
 FIVE TYPES OF RESEARCH
DESIGN
 Descriptive research design
in a descriptive design, a researcher is solely interested in describing the
situation or case under their research study. It is a theory-based design
method which is created by gathering, analyzing, and presenting collected
data. This allows a researcher to provide insights into the why and how of
research. Descriptive design helps others better understand the need for the
research.

 Experimental research design

Experimental research design establishes a relationship between the cause
and effect of a situation. It is a causal design where one observes the impact
caused by the independent variable on the dependent variable.
 FIVE TYPES OF RESEARCH
DESIGN
 Correlational design research
This seeks to discover If two variables are associated or related in some way,
using statistical analysis, while observing the variable.

 Diagnostic research design

the researcher is looking to evaluate the underlying cause of a specific topic
or phenomenon. This method helps one learn more about the factors that
create troublesome situations. 
Inception of the issue, Diagnosis of the issue, Solution for the issue

 Explanatory research design

Explanatory design uses a researcher’s ideas and thoughts on a subject to
further explore their theories. The research explains unexplored aspects of a
subject and details about what, how, and why of research questions.
 BUSINESS MODEL CANVASS
 The Business Model Canvas (BMC) is a strategic management
tool to quickly and easily define and communicate a business
idea or concept. It is a one page document which works through
the fundamental elements of a business or product, structuring
an idea in a coherent way.
 VALUE CHAIN ANALYSIS
 Value chain analysis is a strategy tool used to analyze
internal firm activities. Its goal is to recognize, which
activities are the most valuable (i.e. are the source of
cost or differentiation advantage) to the firm and which
ones could be improved to provide competitive
advantage.
 EVALUATION OF MISSION
STATEMENTS
 Mission
Mission Statement defines the company’s business, its
objectives and its approach to reach those objectives.

 The mission statement reflects every facet of your

business: the range and nature of the products you offer,
pricing, quality, service, marketplace position, growth
potential, use of technology, and your relationships with
your customers, employees, suppliers, competitors and
the community.
 EVALUATION OF VISION
STATEMENTS
 Vision
—Vision Statement describes the desired future position of the
company.

 A vision statement is the anchor point of any strategic plan. It

outlines what an organization would like to ultimately
achieve and gives purpose to the existence of the
organization.
 ORGANIZATION
STRUCTURE
 Organizational structure describes the rules, roles
and responsibilities within an organization, things
we more commonly describe as the organization's
hierarchy.
 Centralized vs. Decentralized
Organizational Structures
 Centralized structures
have linear hierarchies  Decentralized structures
with a clear line of give high levels of
command between autonomy, accountability
superiors and and decision-making to
subordinates – such as every employee and team.
exists in the army, for
example. These structures
are typically shaped like a
pyramid.
 4 types of Organizational
Structures
 Functional Structure
- Also known as the bureaucratic structure, the functional
structure breaks up the company based on the specialization
of its workforce.

 Divisional Structure
- With a divisional structure, the company breaks into distinct
business sectors based around a product, project or subsidiary
it operates, or around a product, project or subsidiary it
operates, or around a geographic location.
 4 types of Organizational
Structures
 Flatarchy Structure
- The flatarchy or team structure is a modern invention that
aims to address the failings of the functional model.

 Matrix Structure
- Companies that adopt a matrix structure group employees by
both product and function, or by region and product, or by
region and function and product.
 STATISTICAL &
QUANTITATIVE TOOLS

 Statistics is the discipline that concerns the collection, organization,

analysis, interpretation and presentation of data. Statistics deals with
every aspect of data, including the planning of data collection in terms of
the design of surveys and experiments.

 Statistics Statistics is a general, broad term, so it's natural that under that
umbrella there exist a number of different models.
 Types of Statistics
 Mean
A mean is the mathematical average of a group of two or more numerals.
The mean for a specified set of numbers can be computed in multiple ways,
including the arithmetic mean, which shows how well a specific commodity
performs over time, and the geometric mean, which shows the performance
results of an investor’s portfolio invested in that same commodity over the
same period.

 Regression Analysis Regression analysis determines the extent to which

specific factors such as interest rates, the price of a product or service, or
particular industries or sectors influence the price fluctuations of an asset.
This is depicted in the form of a straight line called linear regression.
 Types of Statistics
 Skewnes
− Skewness describes the degree a set of data varies from the standard
distribution in a set of statistical data. Most data sets, including commodity
returns and stock prices, have either positive skew, a curve skewed toward
the left of the data average, or negative skew, a curve skewed toward the
right of the data average.
 Kurtosis
− Kurtosis measures whether the data are light-tailed (less outlier-prone) or
heavy-tailed (more outlier-prone) than the normal distribution. Data sets
with high kurtosis have heavy tails, or outliers, which implies greater
investment risk in the form of occasional wild returns. Data sets with low
kurtosis have light tails, or lack of outliers, which implies lesser
investment risk.
 TYPES OF STATISTICS
 Variance
Variance is a measurement of the span of numbers in a data set.
The variance measures the distance each number in the set is from
the mean. Variance can help determine the risk an investor might
accept when buying an investment.
QUANTITATIVE TOOLS
 Quantitative data are numerical, ordinal, nominal.
For example, surveys, questionnaires, and
evaluations that include multiple choice items and
ratings (e.g., Likert scale) provide quantitative data
for analysis.
 COMPETITORS ANALYSIS

 Competitive analysis is identifying your competitors

and evaluating their strategies to determine their
strengths and weaknesses.