1. There are many possible research designs available to marketing researchers. First define then compare and contrast exploratory, descriptive and causal research. How are these research designs incorporated into a research plan? For each possible research design describe a research question that would use that design.
2. Literature reviews are used to aid in the development of the researches conceptual model. Begin by defining what a conceptual model is and how a literature review is used to build this model. Then discuss the various components of the conceptual model and how research hypotheses are developed. Finally, how do hypotheses direct the research effort?
3. Qualitative and quantitative research techniques are both common in marketing research. What are the strengths and weaknesses of each set of methods? List and define some qualitative methods. What types of research questions are these methods good for addressing? Now define some of the quantitative methodologies. What types of research questions are these methods good for addressing? Can these two methods be combined? What types of research questions would be best addressed by combining the two methods?
4. When marketers are thinking about undertaking a research study how do they determine the who they need to gather this information from? How do they know how big this sample must be? What are the issues with using too small a sample? What types of research questions would you need to use a probability sample to address? What types of research questions can you use a non probability sample?
5. Measurement and scaling are difficult components of any research program. Begin by defining what is meant by measurement. Why it this an important consideration for marketers undertaking a research study? Discuss the scale development process. What are some of the issues that arise in scale development? Do researchers always have to develop a new scale for their research? Finally, discuss one construct that is tested by marketing researchers what are some of the elements of this construct? How do we measure this construct?
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