Steps in the Research Process

11 important questions on Steps in the Research Process

What is a symptom?

A symptom is a phenomenon that occurs because of the existence of something else. Focussing on the symptoms and not the true problem is often referred to as the 'iceberg principle'.

What is the difference between a management decision and a marketing research problem?

Management decision problem: a statement specifying the type of managerial action required to solve the problem. Management problems tend to be much broader in scope, far more general and is action oriented;

Marketing research problem: A statement specifying the type of information neede by the decision maker to help solve the management decision problem and how that information can be obtained efficiently and effectively.

What is the nice-to-know syndrome?

Although there is nothing wrong with interesting findings, findings must always be actionable. That is, the findings must provide decision-making information. The best way to test this is to define how research results will be implemented.
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How can the likelyhood of success of research be determined?

Best: Availability or easy to obtainable information;
Moderate: Based on prior experience, you are sure that information can be obtained;
Worst: Trying something new with a real risk of a completete blank.

What is a hypothesis?

A conjectural statement about a relationship between two or more variables that can be tested with empirical data. A good hypothesis will contain clear implications for testing stated relationships.

What are the three basic research methods?

1 Survey research: research in which an interviewer (except in mail and interney surveys) interacts with respondents to obtain facts, opinions, and attitudes. A questionnaire is used to ensure an orderly and structured apporach to data gathering.

2 Observation research: examining patterns of behavior as opposed to asking consumers why they do what they do. This may involve people watching consumers or the use of a variety of machines.

3 Experiments: research to measure causality, in which the researcher changes on or more independent variables and observe the effect of the changes on the dependent variable.

What is the difference between a probability and non-probability sample?

Probability sample: a subset of a population where every element in the population has a known nonzero chance of being selected;

Non-probability sample: a subset of a population in which the chances of selection for the various elements in the population are unknown. Researchers cannot statistically calculate the reliability of a nonprobability sample; the degree of sampling error.

How do you asses the quality of a research report?

Does the research meet the objectives?
Has the methodology outlined in the proposal been followed?
Are conclusions based on logical deductions from the data analysis?

What is a ''research request''?

An internal document used by large organisations that describes a potential research project, its benefits to the organisation, and estimated costs; it must be formally approved before a research project can begin.

Sections:
1 Action, description of action to be taken based on the research;
2 Origin, events that led to the need for a decision;
3 Information, questions to be answered;
4 Use, explanation how information will be used;
5 Target groups and subgroups, description those from whom information must be gathered;
6 Logistics, Time and budget constraints;
7 Comments, any other relevant information.

What is a marketing research proposal?

A document developed, usually in response to an RFP, that presents the research objectives, research design, time line, and cost of a project.

Consists of:
1 Title page;
2 Statement of research objectives;
3 Study design;
4 Areas of questioning (survey topics);
5 Data analysis;
6 Personnel involved;
7 Specifications and assumptions;
8 Services (what exacty will the researcher do);
9 Cost;
10 Timing.

What are the desirable qualities in marketing researchers?

Most important:
1 Maintains client confidentiality;
2 Is honest;
Other:
3 Managing the reserach function;
4 Maintaining good communications.

The question on the page originate from the summary of the following study material:

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