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Week 2: Planning for Research - Coggle Diagram
Week 2: Planning for Research
Step 2: Defining an
Approach
to the problem
Variables & Research questions (RQ)
Common characteristics
variables
: clearly defined and measurable
how
variables relate
to each other/ how
groups differ
from each other
derived from
specific components of MRP
Independent variable is
predictive
of Dependent variable
2 types of RQs
Relational:
relationship
between 2 different variables (example: page 18)
Comparative: compare the
average value
of 2 different variables/ or same variables across different groups
Analytical model/ framework (
Step 2
)
model guides the formulation of RQs (
in actual research projects
)
a representation of the
essence
of the
main phenomenon
underlying the MRP you are trying to investigate
the model describes the
key variables/ concepts
involved in your
MRP
and the important
relationship
between them
Describe a model
Diagram
Verbally
Step 3
: Formulating a Research Design
to help you answer the RQs (
questionnaire, lab experiment,...
)
Research Design
Exploratory Research Design
(
p.35
)
Secondary data
Qualitative Research
qualitative data
: describes attitudes, opinions and motivations
in words
=> tends to be
narrative
using primary data?
Conclusive Research Design
(
p.36
)
Descriptive Research
Describes market characteristics/ function
mostly using
primary data
cross-sectional/ longitudinal
Causal Research
identify causes and effects
determine the extent of
relationship
Research Proposal
contract
between researcher and management
covers all phases of marketing research process
, including cost and schedule
structure (
page 43
)