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Descriptive Research Designs

Research designs focused on describing characteristics of a population or evaluating current marketing strategies.

Causal Research Designs

Research designs that investigate cause-and-effect relationships between independent and dependent variables using experiments.

Sampling Error

The difference between sample findings and the true values for a population, which can be reduced by increasing sample size.

Respondent Error

Errors that occur due to issues with the respondents, including nonresponse and response errors.

Descriptive Research Surveys

Surveys that collect data through asking questions and observation to evaluate existing market situations.

Qualitative vs. Quantitative Research

Qualitative research provides detailed textual descriptions, while quantitative research uses numbers and statistics.

Advantages of Quantitative Survey Designs

Includes large sample sizes, generalizable results, and the ability to identify small differences.

Telephone-Administered Surveys

Surveys conducted via telephone, known for being cost-effective and having a wide reach.

Self-Administered Surveys

Surveys where respondents record their responses independently without an interviewer's presence.

Mail Panel Surveys

Questionnaires sent to pre-selected individuals who have agreed to participate, typically yielding high response rates.

Online Surveys

The most frequently used survey method, known for low cost and the ability to reach difficult-to-survey populations.

Validity in Experimental Research

The extent to which research conclusions are accurate, including internal and external validity.

Laboratory Experiments

Causal research designs conducted in controlled settings, allowing high internal validity but low external validity.

Test Marketing

Experiments used to assess market performance indicators, predict sales, and identify strengths and weaknesses of marketing strategies.

Extraneous Variables

Variables not measured or controlled in an experiment that may affect the dependent variable.

Response Error

Errors resulting from human memory issues or biases in responding.

Nonsampling Errors

Errors that create systematic variations or biases in the data, which are controllable but cannot be directly measured.

Person-Administered Surveys

Surveys conducted by trained interviewers that adapt to respondents’ differences, aiming to improve response quality.

Mail Surveys

Surveys sent through postal services that are inexpensive but can suffer from low response rates.

Multiple Regression

A statistical method used in predictive research designs to explain relationships between multiple variables.

Generalization in Research

The ability to apply findings from a sample to a broader population.

Survey Methods

Different techniques employed in gathering survey data, each with its own advantages and disadvantages.

Research Objectives

Specific goals that the research is designed to achieve, which guide the selection of research design.