Lecture Marketing research (12th edition) - Chapter 4: Research design and implementation

Lecture Marketing research (12th edition) - Chapter 4: Research design and implementation. In this chapter, the following content will be discussed: Types of research, detective funnel, relationship between data collection method and category of research,...

Leone and Day 

Twelfth Edition

Research Design and Implementation

Marketing Research 12th Edition

Implementation

▫ Research design is 

the detailed 

blueprint to guide 

the implementation 

of a research study 

toward the 

realization of its 

Preliminary  Planning Stage

Research Design

Marketing Research 12th Edition

Many research studies use combination of all three research 

techniques:

▫ Exploratory techniques ­ generate all possible reasons for a 

problem

▫ Descriptive and Causal approaches ­ narrow the probable causes

Category of Research

Marketing Research 12th Edition

• Once the research approach has been 

chosen, develop the following:

▫ Specifics of measurements

▫ Plan for choosing the sample

▫ Methods for analyses

Two Types of Errors

Marketing Research 12th Edition

Errors in Research Design (cont.)

Marketing Research 12th Edition

Scheduling the research project 

requires identifying the personnel 

responsible for each  task within a 

given time period

Marketing Research 12th Edition

Proposal

1. Understanding the nature and 

type of information sought

2. Defining the relevant unit of 

analysis

3. Formulating problems, variable 

specifications and categories

4. Identifying and selecting sources 

of information

5. Availability and comparability of 

data

of samples and  measures across  countries and cultures

of centralization of the  research

across countries

research design

conducting research in  multiple countries

Greater attention to issues such as:

Marketing Research 12th Edition

Design

1. Determining information requirements

2. Determining the unit of analysis

Achieving the equivalence of construct,  Three issues critical to international research design are; 

• Consider level and type of decision for which research is conducted 

• Two types of decisions:

Marketing Research 12th Edition

Researcher must decide at what level the analysis is done:

▫ Global level

 All countries taken simultaneously 

▫ Regional level 

 Groups of countries considered homogeneous for macro 

environmental factors

Country level 

Marketing Research 12th Edition

• Selecting a domestic research company to do your international research

• Rigidly standardizing methodologies across countries

• Interviewing in English around the world 

• Setting inappropriate sampling requirements

• Lack of systematic international communication procedures

End of Chapter Four