Please enable JavaScript.
Coggle requires JavaScript to display documents.
Ch. 5 Primary Data for Descriptive and Causal Designs (1. Quantitative…
Ch. 5 Primary Data for Descriptive and Causal Designs
1. Quantitative Analysis
Uses large samples to generalize about population
Formal, structured questions w/ pre-determined response options
Directly related to
Descriptive
and
Causal
Designs
Can be used, at times, to help Exploratory research
Main goals
Predict relationships between market factors and behaviors
Gain meaningful insights into those relationships
Validate relationships
Test Hypotheses
3. Descriptive Designs
When to use:
Describe characteristics of existing market situations
Evaluate current marketing mix strategies
If research Q's are who, what, where, when and how for target populations or marketing strategies
Identify relationships between variables, differences between groups (market segmentation)
2. Surveys
Types of Errors
Sampling: based on sample size and sample method
Non-Sampling: Bias from respondent errors, survey questions
Types of Surveys
Person-administered
Self-administered: Mail, online (Qualtrics)
Telephone-administered
Appropriate Survey Method based on factors:
Respondent: Diversity, Participation (ability & willingness)
Situational: Budget, time-frame, completeness, generalizability
4. Causal Designs
Assess Cause-Effect between variables
Experiments
explain true causality (the Why)
IV is manipulated to test effect on DV, with all other variables controlled
Lab
Field (eg. test marketing)
All Rights Reserved by Brent Marinan & University of Arizona