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Malhotra MarketingResearchAWE PPT Ch03
Malhotra MarketingResearchAWE PPT Ch03
1) Objectives
2) Overview
3) Research Design: Definition
4) Research Design: Classification
5) Exploratory Research
6) Descriptive Research
i. Cross-Sectional Design
ii. Longitudinal Design
iii. Relative Advantages and Disadvantages of Longitudinal and
Cross-Sectional Designs
7) Causal Research
8) Relationships Among Exploratory, Descriptive and Causal
Research
Survey of experts
Pilot surveys
Secondary data analyzed in a qualitative way
Qualitative research
Cross- Sample
Sectional Surveyed
Design at T1
Time T1 T2
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Uses of Causal Research
METHOD: Experiments
Exploratory Research
(a) • Secondary Data Analysis
Conclusive Research
•Descriptive/Causal
• Focus Groups
Conclusive Research
(b) •Descriptive/Causal
Exploratory Research
Conclusive Research
(c) •Descriptive/Causal
• Secondary Data Analysis
• Focus Groups
The total error is the variation between the true mean value in
the population of the variable of interest and the observed mean
value obtained in the marketing research project.
1. Executive Summary
2. Background
3. Problem Definition/Objectives of the Research
4. Approach to the Problem
5. Research Design
6. Fieldwork/Data Collection
7. Data Analysis
8. Reporting
9. Cost and Time
10. Appendices
Important considerations: