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Marketing RM Week 2- Developing an Approach to the problem and research…
Marketing RM Week 2- Developing an Approach to the problem and research design
Reasons for developing Research question
Components provide general categories from which RQs can be developed
RQs should be able to be answered directly with the data collected
Components of MRP are too broad/vague to be answered direcly
Variable
"an entity that can take on different values to represent an underlying concept"
Examples of routinely investigated variables:
Brand awareness, attitudes towards a brand, intention to buy, importance of factors, demographics, satisfaction of experience
Independent variable: explains change in dependent variable
Dependent variable: changes as a result of independent variable
Research Question
Precisely stated conjectural questions about the relationship between two variables
Relational: Is there a relationship?
Comparative: Comparing the average value of 2 variables across different groups
Make sure these are sensible
Trying to study:
Identify any gaps
Managerial implications for improvement and targeting
Gain an understanding of relative importance of factors
Identify factors that influence consumer attitude/behaviour
Hypothesis
A tentative and conjectural relationship between variables that is stated in a declarative form
Analytical model/framework
A set of variables or concepts related in a specified manner to represent the main phenomenon of MRP
Could be done:
Verbally
Both
Diagram
How to create
write them sown
keep whats importanct
Identify key factors
revise and refine the draft
Why need a model?
Helps think about MRP more systematically
Main task: test key relationships
Helps understand an communicate MRP
Specification of information needed
Need to pinpoint which question in your questionare provides the necessary measure for that variable
Questionnaire captures info on variable rather than RQ
How variables are operationalised
Research design
Data
Primary/secondary (start with secondary)
Qualitative (descriptive)/Quantitative (number)
Descriptive research
Mostly using primary data
Common designs incl cross-sectional or longitudinal
Objective is to describe market characteristics or functions
Casual research
Primarily through experiments
Objective is to identify casual relationships
Formulating a research design
• Define the information needed (week 2)
• Design the exploratory, descriptive, and/or causal phases
• Specify the measurement and scaling procedures (week 4)
• Construct and pretest a questionnaire (interviewing form)
or an appropriate form for data collection (week 4)
• Specify the sampling process and sample size (week 6)
• Develop a plan of data analysis (week 7)
Research proposal
Executive summary
The Research Problem
Background
Statement of the problem
Research approach
Research questions and hypotheses
Research design
Reporting, costs and timing
Appendix
a written document that contains the essence of the research project and serves as a contract between researcher and managent