RESEARCH

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RESEARCH DESIGNS Marketing Research
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Chestnut Ridge - Research Design
What Type of Research Design was used?
Exploratory
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Chestnut Ridge - Research Design
What Type of Research Design was used?
Descriptive
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Chestnut Ridge - Research Design
What Type of Research Design was used?
Causal
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Chestnut Ridge - Formulating the Decision Problem
Understand the Decision Makers Circumstances
Assess Severity and Scope of The Problem
Clarify Symptoms of the Problem
Pinpoint Suspected Causes
Specify Actions that may Alleviate Problem
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Chestnut Ridge - Formulating the Decision Problem
Understand the Decision Makers Circumstances
1) What we know
Assess Severity and Scope of The Problem
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Chestnut Ridge - Formulating the Decision Problem
Clarify Symptoms of the Problem
1) Assumptions? 2) What else could be causing a
decrease in applications?
A. If decrease is on a national level B. If
decrease is on a local level C. If decrease is
only with Chestnut Ridge
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Chestnut Ridge - Formulating the Decision Problem
Pinpoint Suspected Causes
Specify Actions that may Alleviate Problem
1) The Decision Problem
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Classification of Descriptive Studies
Traditional Panel
Longitudinal
Omnibus Panel
Descriptive Studies
Sample Survey
Cross Sectional
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Results of a Cross Sectional Studyfor Chestnut
Ridge Country Club
Year 1 100 members Year 2 100 members
Is membership remaining constant?
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Club Switching Matrix
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Club Switching Matrix
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Exploratory Methods

• Literature Search
• Experience Surveys
• Focus Groups
• Case Analysis
• Analysis of Selected Cases

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Case Analysis
- Find Similar instances - Careful of differences
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Analysis of Selected Cases

• Cases reflecting abrupt changes, extremes of
  behavior
• Searching for sharp contrasts or striking features

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Example of a Causal Study for Chestnut Ridge
Country Club
Decision Problem Should we pay the additional
money for a color vs. blackwhite ad to be run in
the Yellow Pages? Research Problem
Research Objective
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Causal or Descriptive?
Decision Problem How can I best reach heavy
users of country clubs?
Research Problem

Research Objective
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Causal or Descriptive?

• What would the survey look like?
• How would you analyze the results?

• Dummy tables

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Term Project Background
I. What is a New Product? II. What is Meant by
a Product Concept? III. Getting a
Testable Concept IV. How Do We Pick a Topic?