Chapter 5Chapter 5(first half)(first half)

Research DesignResearch Design

A set of advance decisions that make up the A set of advance decisions that make up the master plan specifying the master plan specifying the methodsmethods and and proceduresprocedures for collecting and analyzing the for collecting and analyzing the needed info.needed info.

While each marketing research problem is While each marketing research problem is unique, market researchers have developed unique, market researchers have developed a collection of methods and procedures that a collection of methods and procedures that can be applied to many situations.can be applied to many situations.

The TRIX (and Coke) The TRIX (and Coke) examplesexamples

What did they do wrong?What did they do wrong?

Other examples?Other examples?

Longitudinal vs. Cross-Longitudinal vs. Cross-sectionalsectional

LongitudinalLongitudinal: measure the same : measure the same population over different time population over different time intervalsintervals

Cross-sectionalCross-sectional: measure units : measure units from a sample of the population at from a sample of the population at only one point in timeonly one point in time

Is the census longitudinal or cross-Is the census longitudinal or cross-sectional?sectional?

Continuous vs. Continuous vs. DiscontinuousDiscontinuousLongitudinal studyLongitudinal study

ContinuousContinuous: ask the same question(s) over : ask the same question(s) over timetime

Example?Example?

DiscontinuousDiscontinuous: vary the question(s) over : vary the question(s) over timetime

Why would a researcher do this?Why would a researcher do this?

3 Categories of research 3 Categories of research designdesign

ExploratoryExploratory DescriptiveDescriptive CausalCausal

Exploratory Research Exploratory Research DesignDesign

When do you use this type of design?When do you use this type of design? Methods:Methods:

Experience surveysExperience surveys Case analysisCase analysis Focus GroupsFocus Groups Projective TechniquesProjective Techniques