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    Research Design: Members of Group

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    Ihsan Nugraha
    This document outlines the components and types of research design used in marketing research. It discusses exploratory research, descriptive research, and causal research. Exploratory research aims to provide insights while descriptive research describes characteristics. Causal research determines cause-and-effect relationships. The document also discusses cross-sectional and longitudinal research designs, methods of data collection, and potential sources of error in research designs. It provides an example of how Citicorp used exploratory, descriptive, and causal research in developing a new product for senior citizens.

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    Research Design: Members of Group

    Uploaded by

    Ihsan Nugraha
    69 views27 pages
    This document outlines the components and types of research design used in marketing research. It discusses exploratory research, descriptive research, and causal research. Exploratory research aims to provide insights while descriptive research describes characteristics. Causal research determines cause-and-effect relationships. The document also discusses cross-sectional and longitudinal research designs, methods of data collection, and potential sources of error in research designs. It provides an example of how Citicorp used exploratory, descriptive, and causal research in developing a new product for senior citizens.

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    Riset Pemasaran - Sistem Informasi IT Telkom

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    Research Design

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    This document outlines the components and types of research design used in marketing research. It discusses exploratory research, descriptive research, and causal research. Exploratory research aims to provide insights while descriptive research describes characteristics. Causal research determines cause-and-effect relationships. The document also discusses cross-sectional and longitudinal research designs, methods of data collection, and potential sources of error in research designs. It provides an example of how Citicorp used exploratory, descriptive, and causal research in developing a new product for senior citizens.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    69 views27 pages

    Research Design: Members of Group

    Uploaded by

    Ihsan Nugraha
    This document outlines the components and types of research design used in marketing research. It discusses exploratory research, descriptive research, and causal research. Exploratory research aims to provide insights while descriptive research describes characteristics. Causal research determines cause-and-effect relationships. The document also discusses cross-sectional and longitudinal research designs, methods of data collection, and potential sources of error in research designs. It provides an example of how Citicorp used exploratory, descriptive, and causal research in developing a new product for senior citizens.

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    Research Design

    Members of Group: 1. Sajida Az-Zahra (116080027) 2. Margaretha Junita (116080069) Click 3. edit MasterRulita N. (116080096) to Werista subtitle style 4. Hanna Widya Q.N (116081057)

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    Research Design : Definition

    Resear ch Design

    a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems

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    Components of a Research Design

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    A Classification of Marketing Research Designs


    Research Design Exploratory Research Design Conclusive Research Design Descriptive Research CrossSectional Design Single CrossSectional Design Causal Research

    Longitudinal Design

    Multiple CrossSectional 5/24/12 Design

    Exploratory & Conclusive Research Differences


    Exploratory Objective To provide insights and : understanding. Information needed is Character defined only loosely. -istics: Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative. Findings / Results: Tentative. Outcome: Generally followed by further exploratory or Conclusive To test specific hypotheses and examine relationships. Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative. Conclusive. Findings used as input into decision making.
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    Uses of Exploratory Research

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    Methods of Exploratory Research

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    Use of Descriptive Research


    To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas. To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated. To make specific predictions

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    Methods of Descriptive Research

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    Cross-Sectional Designs
    The cross-sectional study is the most frequently used descriptive design in marketing research. CrossCross sectional designs involve the Sectional collection of information from Design any given Click to edit Master subtitle style sample of population elements only once.

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    Cross sectional design divided into:


    only one sample of respondents is drawn from the target population, and information is obtained from this sample only once. These designs are also called sample survey research designs. two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times.
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    Consumption of Soft Drinks by Various Age Cohorts

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    design of experiments in which researchers measured the specific groups of people for a long period of time. It can also be defined as the correlation of research studies in which there are many observations made over long periods of time in the same group

    Longitudin al design

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    Comparison of Data CrossSectional and Longitudinal

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    Relative Advantages and Disadvantages of Longitudinal and CrossSectional Designs

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    Uses of Causal Research

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    A Comparison of Basic Research Designs


    Explorato ry Objective Discovery of ideas : and insights Descripti ve Describe market characteristics or functions Marked by the prior formulation of specific hypotheses Caus al Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments
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    Characte r-istics:

    Flexible, versatile

    Preplanned and Often the front end structured design of total research design Secondary data Surveys Methods: Expert surveys

    Potential Sources of Error in Research Designs


    Total Error Random Sampling Error Non-sampling Error Response Error Researcher Error Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error Interviewer Error Respondent Selection Error Questioning Error Recording Error Cheating Error Non-response Error Respondent Error Inability Error Unwillingness Error

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    Citicorp Banks on Exploratory, Descriptive, and Causal Research

    Marketing Research at Citicorp is used to measure consumer awareness of products, monitor their satisfaction and attitudes associated with the product, track product usage and diagnose problems as they occur. To accomplish these tasks Citicorp makes extensive use of exploratory, descriptive, and causal research. The following seven-step process was marketing research to help in the design. taken by

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    Citicorp Banks on Exploratory, Descriptive, and Causal Research

    1) A taskforce was created to better define the market parameters to include all the needs of the many Citicorp branches. A final decision was made to include Americans 55 years of age or older, retired, and in the upper half of the financial strata of that market.
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    Citicorp Banks on Exploratory, Descriptive, and Causal Research


    2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted. Exploratory qualitative research involving focus groups was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products. In the case of senior citizens, a great deal of diversity was found in the market. This was determined to be due to such factors as affluence, relative age, and the absence or presence of a 5/24/12 spouse.

    Citicorp Banks on Exploratory, Descriptive, and Causal Research

    3) The next stage of research was brainstorming. This involved the formation of many different financial packages aimed at the target market. In this case, a total of 10 ideas were generated. 4) The feasibility of the 10 ideas generated in step 3 was then tested. The ideas were tested on the basis of whether they were possible in relation to the business.
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    Citicorp Banks on Exploratory, Descriptive, and Causal Research

    5) A creative work-plan was then generated. This plan was to emphasize the competitive advantage of the proposed product as well as better delineate the specific features of the product. 6) The previous exploratory research was now followed up with descriptive research in the form of mall intercept surveys of people in the target market range. The survey showed that the list of special features was too long and it was decided to drop the features more commonly offered by competitors.

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    Citicorp Banks on Exploratory, Descriptive, and Causal Research


    7) Finally, the product was test marketed in six of the Citicorp branches within the target market. Test marketing is a form of causal research. Given successful test marketing results, the product is introduced nationally.

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    Marketing Research Proposal

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    International Marketing Research


    Study case: McDonald (Theres No Place Like Home)

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