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    Lecture Outline - Week 4

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    Heba Eid
    The document outlines topics for a marketing research lecture, including research design classifications like exploratory and conclusive research. It discusses exploratory, descriptive, and causal research designs and their relationships. It also covers potential sources of error in research.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Lecture Outline - Week 4

    Uploaded by

    Heba Eid
    5 views2 pages
    The document outlines topics for a marketing research lecture, including research design classifications like exploratory and conclusive research. It discusses exploratory, descriptive, and causal research designs and their relationships. It also covers potential sources of error in research.

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    © © All Rights Reserved

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    The document outlines topics for a marketing research lecture, including research design classifications like exploratory and conclusive research. It discusses exploratory, descriptive, and causal research designs and their relationships. It also covers potential sources of error in research.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    5 views2 pages

    Lecture Outline - Week 4

    Uploaded by

    Heba Eid
    The document outlines topics for a marketing research lecture, including research design classifications like exploratory and conclusive research. It discusses exploratory, descriptive, and causal research designs and their relationships. It also covers potential sources of error in research.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    MARKETING RESEARCH

    LECTURE OUTLINE
    Main textbook: Chapter 3
    Research Design

    Topics discussed:

    I. Research design: definition


    - A framework or blueprint for conducting the marketing research project.
    - Components of the research design
    II. Research design: classification
    - Exploratory or conclusive
    III. Exploratory research
    - To explore or search through a problem or situation to provide insights and
    understanding.
    - Purposes of exploratory research
    IV. Descriptive research
    a. Cross-sectional designs
    - Multiple cross-sectional designs
    - Cohort analysis
    b. Longitudinal designs
    c. Relative advantages and disadvantages of longitudinal and cross-sectional
    designs
    V. Causal research
    - Used to obtain evidence of cause-and-effect (causal) relationships
    VI. Relationships among exploratory, descriptive and causal research
    - Guidelines for choosing research designs
    VII. Potential sources of error
    a. Random sampling error
    b. Non-sampling error
    - Nonresponse error
    - Response error
     Researcher errors
     Surrogate information error
     Measurement error
     Population definition error
     Sampling frame error

    Page 1 of 2
     Data analysis error
     Interviewer errors
     Respondent selection error
     Questioning error
     Recording error
     Cheating error
     Respondent errors
     Inability error
     Unwillingness error

    Page 2 of 2

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