CHAPTER 3

A framework or blueprint for conducting the marketing research project, it specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

EXPLORATORY- a type of research design which has its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher. CONCLUSIVE- research design to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.
DESCRIPTIVE- the major objective is usually to describe something like market characteristics or functions. CAUSAL- objective of the research is to obtain evidence regarding cause-and-effect relationships.

THE SIX WS- WHO, WHAT, WHEN, WHERE, WHY, WAY. CROSS SECTIONAL DESIGNS- collection of information from any given sample of population elements only once.
Single cross sectional design- one sample of respondents is drawn from the target population and information is obtained from this sample once. Multiple cross sectional design- two or more samples of respondents, and information from each sample is obtained only one.

COHORT ANALYSIS- a multiple cross section design consisting of a series of surveys conducted at appropriate time intervals. The cohort refers to the group of respondents who experience the same event within the same time interval. LONGITUDINAL DESIGN- involves a fixed sample of population elements that is measured repeatedly on the same variables.
PANEL- a sample of respondents who have agreed to provide information at specified intervals over an extended period.

TOTAL ERROR- is the variation between the true mean value of the population of the variable of interest and the observed mean value obtained in the marketing research project.
RANDOM SAMPLING ERROR- the error due to the particular sample selected being an imperfect representation of the population of interest. NON SAMPLING ERROR- errors that can be attributed to sources other than sampling and they can be random or non random.

NON RESPONSE ERROR- error that occurs when some of the respondents included in the sample do not respond. RESPONSE ERROR- error arising from respondents who do respond, but giving inaccurate answers or their answers are misrecorded or misanalyzed.
Surrogate information error Measurement error Population definition error Sampling frame error Data analysis error Respondent selection error Questioning error Recording error Cheating error Inability error Unwillingness error