4.12 & 4.13 UNDERSTAND MARKETING-RESEARCH DESIGN CONSIDERATIONS TO EVALUATE THEIR APPROPRIATENESS FOR THE RESEARCH PROBLEM/ISSUE

TYPES OF RESEARCH Research design - a formal plan of action for a research project  Descriptive Research - helps me find out what is going on  Exploratory Research - helps me understand something better

TYPES OF MARKETING RESEARCH DATA Secondary DataPrimary Data InternalQualitative ExternalQuantitative

PRIMARY RESEARCH 2 Types of Primary Research:  Qualitative Research = Subjective  Based on thoughts, feelings, opinions and experiences  Gathered from questionnaires, focus groups, observation or informal interviews  Quantitative Research = Objective  Based on statistics and facts usually represented numerically  Gathered through surveys, field tests and experiments

RESEARCH DATA Secondary ResearchPrimary Research ADVANTAGES-Less expensive -Faster -May be all that’s available -Up to date -Greater control -Allows personal interaction -Becoming easier and more affordable DISADVANTAGES-Not customized -May be out of date -May be incomplete -Costly -Time-consuming -Can be difficult to find participants

TERMINOLOGY Population – group being studied (customers) Sample – Sub-division of the population, often easier to study Probability sampling – Selecting a sample based on the probability the results will apply to the whole population.

TERMINOLOGY Non-probability sampling – does not involve random selection Sampling plan – bases it decision on a sample of the group or population, not the entire group or population

SAMPLING There are often difficulties measuring whole populations because:  The large size of many populations  Inaccessibility of some of the population.  Destructiveness of the  Accuracy and sampling

SAMPLING BIAS OR ERRORS Sampling error can make a sample unrepresentative of its population. Sampling error comprises the differences between the sample and the population that are due solely to the particular participants that have been selected. Sampling bias - Sampling bias is a tendency to favor the selection of participants that have particular characteristics Non-sampling error (measurement error) - A non- sampling error is an error that results solely from the manner in which the observations are made.

TEST QUESTIONS Let’s go over some questions You may receive a Personal Best for the correct answer