MK 370 Lecture Notes - Lecture 5: Taco Bell, Pepsis, Random Assignment
22 Aug 2016
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Research design (master plan that specifies the methods and procedures for collecting and analyzing the information needed for addressing the marketing research problem). Exploratory: to confirm research hypotheses, to gain background information, to define terms, to clarify problems and hypotheses, to establish research priorities: most commonly unstructured, informal research. No formal set of objectives, sample plan, or questionnaire. Conducted when the researcher does not know much about the problems. Conducted at the outset of research problems: secondary data analysis, experience surveys, case analysis, focus groups, projective. Cross-sectional studies: multiple samples are asked the same set of questions for one point in time. Snapshots of the population at a point in time. Longitudinal studies: one sample is asked the same set of questions over time. Longitudinal study: wendy"s has gone from 100 (20%) to 75 (15%) customers, mcdonald"s remained at 200 customers (40%), taco bell increased from 200 (40%) to 225 (45%) customers, *wendy"s is losing market share to taco bell.
