【国外原版配套PPT 市场营销调研】Marketing Research Ch04.ppt

PowerPoint to accompany Naresh Malhotra John Hall Mike Shaw Peter Oppenheim Chapter 4 Formulating the Marketing Research Design Chapter Objectives After reading this chapter you should be able to: Describe the scope of marketing research design alternatives and classify various types of research design Compare and contrast the basic research designs: exploratory, descriptive and causal Understand the strengths and weaknesses of each of the alternative designs Describe the major sources of errors in a research design, including random sampling error and various sources of non-sampling error Chapter Objectives (continued) Describe the elements that make up the research proposal Show why the research proposal is the key output of this stage of the marketing research process Describe how the elements of the proposal become the blueprint for how the research study will progress Prepare a research proposal based on the MDP, MRP and MROs for any business Chapter Outline Developing the research design Research design: classification Exploratory research designs Conclusive research designs – descriptive research Descriptive research designs – causal research Relationships among exploratory, descriptive and causal research Potential sources of error Chapter Outline (continued) Budgeting and scheduling The ideal research design Marketing research proposal Summary Topic Developing the research design Research design: classification Exploratory research designs Conclusive research designs – descriptive research Descriptive research designs – causal research Relationships among exploratory, descriptive and causal research Potential sources of error Developing the Research Design Development of effective and efficient research design: Considers problem context Involves researcher thinking broadly and specifically about the problem Researcher draws upon: Knowledge of the situation Their past experience Collection of new information Specification for research design: Addresses re