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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,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Four Research Design and Implementation 2 Marketing Research 12th Edition Research Design and Implementation 3 Research design is the detailed blueprint to guide the implementation of a research study toward the realization of its objectives Preliminary Planning Stage Research Design Implementation Marketing Research 12th Edition Types of Research 4 Marketing Research 12th Edition Detective Funnel 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 5 Marketing Research 12th Edition Relationship between Data Collection Method and Category of Research 6 Marketing Research 12th Edition Research Tactics and Implementation Once the research approach has been chosen, develop the following: Specifics of measurements Plan for choosing the . | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Four Research Design and Implementation 2 Marketing Research 12th Edition Research Design and Implementation 3 Research design is the detailed blueprint to guide the implementation of a research study toward the realization of its objectives Preliminary Planning Stage Research Design Implementation Marketing Research 12th Edition Types of Research 4 Marketing Research 12th Edition Detective Funnel 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 5 Marketing Research 12th Edition Relationship between Data Collection Method and Category of Research 6 Marketing Research 12th Edition Research Tactics and Implementation Once the research approach has been chosen, develop the following: Specifics of measurements Plan for choosing the sample Methods for analyses 7 Marketing Research 12th Edition Errors in Research Design Two Types of Errors 8 Marketing Research 12th Edition Errors in Research Design (cont.) 9 Marketing Research 12th Edition Budgeting the Research Project 10 Marketing Research 12th Edition Scheduling the Research Project Scheduling the research project requires identifying the personnel responsible for each task within a given time period. 11 Marketing Research 12th Edition Research Proposal 12 Marketing Research 12th Edition Basic Contents of a Research Proposal 13 Marketing Research 12th Edition Designing International Marketing Research Understanding the nature and type of information sought Defining the relevant unit of analysis Formulating problems, variable specifications and categories Identifying and selecting sources of information Availability and comparability of data 14 Achieving equivalence of samples and measures across countries and cultures Identifying the degree of centralization of .
