Types of Research Design

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Types of Research Design and Exploratory Research
Chapter 5
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Review Stages in Research Process
1. Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample Collect Data
Analyze and Interpret Data
Prepare Written/Oral Report
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Key Steps in Problem Formulation
1. Meet with Client
Exploratory Research
2. Clarify the Problem/Opportunity
3. State the Managers Decision Problem
4. Develop Full Range of Possible Research
Problems
5. Select Research Problem(s)
6. Prepare and Submit Research Request Agreement
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Review Stages in Research Process
Formulate Problem
Determine Research Design
Determine Data Collection Method
Design Data Collection Forms
Design Sample Collect Data
Analyze and Interpret Data
Prepare Written/Oral Report
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Three Types of Research Design
Exploratory
What happened?
Descriptive
How large is our market?
If we do this, what will be the impact?
Causal
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Question
How do you know which research design best fits
your problem?
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Answer
They all might be appropriate!
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Key Steps in Problem Formulation
1. Meet with Client
Exploratory Research
2. Clarify the Problem/Opportunity
3. State the Managers Decision Problem
4. Develop Full Range of Possible Research
Problems
5. Select Research Problem(s)
6. Prepare and Submit Research Request Agreement
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Whats the Problem?
The parking problem on campus needs to be fixed
Is the Universitys ad campaign working?
Why dont people know about the Davison Honor
College?
Next Steps?
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Exploratory Research
Reasons for Conducting

• Increase researchers familiarity with the
  problem

• Obtain insights to help formulate managers
  marketing decision problems

• Develop understanding of issues in order to form
  hypotheses

• Clarify the meaning concepts/generate measurement
  items

Murky Waters
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All Data Can be Murky
COMPETITOR
MARKET Economic Social Natural
ANALYSIS
INDUSTRY Technology Political Legal
CONSUMER Psychographic Demographic
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Ask Yourself
Are you in a position to specify meaningful
hypotheses? Can you back up your hypothesis with
sound rationale?
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Hypothesis
A statement of how 2 or more measurable
variables are related
Examples

• Eliminating underclassman parking spaces will
  eliminate the parking problem and make students
  happy.

• The universitys ad campaign is increasing
  enrollment

• Davison honor college students should present in
  each class to increase awareness

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How do you use a Hypothesis

• Formulate the decision problem
• Formulate the research problems (exploratory)
• Formulate the hypothesis
• Formulate the research problems
• Design research methods

Eliminating underclassman parking spaces will
eliminate the parking problem and make students
happy
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How to conduct exploratory research
Literature Search
The parking problem on campus needs to be fixed
Depth Interviews
Focus Groups
Is the Universitys ad campaign working?
Why dont people know about the Davison Honor
College?
Do images on labeling invoke feelings toward
beef products?
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Focus Groups and Depth Interviews
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Additional Exploratory Research Methods
The parking problem on campus needs to be fixed
Case Analysis
Projective Methods
Do images on labeling invoke feelings toward
beef products?
Word Associations
Role Playing
Sentence Completion
Why dont people know about the Davison Honor
College?
Storytelling
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How does Exploratory fit with Descriptive and
Causal
Exploratory
Generate hypotheses
Descriptive
Test hypotheses
Test hypotheses
Causal
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Relationships Between Research Designs
Will eliminating Underclassman parking fix the
problem?
Descriptive Research
What are alternatives That other colleges Use for
parking
Exploratory Research
1 year of new parking regs with follow-up
Causal Research
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Exploratory to Causal
Do images on labeling invoke feelings toward beef
products?
What images people associate with farms and
farmers that raise animals in a humane way for
food production?
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Exploratory to Causal
When I show you X do you think happy farm?
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Exploratory to Causal
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For the Next Class
Read Chapter 6 Come prepared with your research
topic chosen Come prepared with exploratory
research needs
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For Today
Form groups of no more than 4 people Review ideas
for group projects Answer questions 1-5 for case
2.1 (15 minutes) Present your answers