2. RESEARCH DESIGN

STEP1  --- DEFINE THE PROBLEM:  SPEAK TO MANAGEMENT AND THEN USE THE QUESTION HIERARCHY.

STEP 2 --- SPECIFY THE VALUE OF THE INFORMATION:  THAT IS...HOW MUCH ARE YOU WILLING TO PAY TO OBTAIN THE  INFORMATION.  REMEMBER:  n= Z²P(1-P)/E²

n=sample size     Z²=confidence level     P=portion     E²=error

STEP 3 --- SELECT THE DATA COLLECTION

APPROACH:

1. Secondary Data: Is data collected for some purpose other than solving the current problem at hand..such as government publications; trade association data; syndicated services (Neilsen, SAMI); also data internal to the firm inclusive of salesperson call reports; accounting and sales records; old research reports.

2. Primary Data: Is data specifically collected to solve the problem at hand.

CHOOSE BETWEEN:

A)  Survey research: a systematic  collection of information  directly from respondents… One may use telephone interviews, mail interviews  or personal interviews.

b) Experimental research: The  experimenter manipulates one  or more variables in such a way  that its effect on one or more  other variables can be measured.  This can be done in  the lab or in the field.

research category:

a) Exploratory:  used to:

-formulate a problem and  hypotheses for more precise investigation

-establish priorities for future  research

-increase familiarity with the  problem

b) Descriptive: used for

-consumer profiles

-product usage studies

-market potential studies

-attitude surveys (cross- sectional or longitudinal)

c) Causal:  used to measure cause and effect between two variables (in marketing..typically advertising versus sales).

STEP 4 --- SELECT THE MEASUREMENT TECHNIQUE:

Options include:

- the questionnaire

- observation

- projective techniques and depth interviews  (Tecate Beer)

STEP 5 --- SELECT THE SAMPLE:

Consider:

- the population

-sampling frame (a list of population members)

- sampling unit

- sampling method (probability or non-probability)

- sample size

- sample plan

STEP 6 --- SELECT THE ANALYTICAL METHOD: Analysis is a function of the nature of the sampling process, measurement instrument, data collection method).

STEP 7 --- PREPARE THE RESEARCH REPORT:

this report should include the following sections:

- executive summary

- background and objectives of the research

- methodology

- detailed findings

- implications & conclusions

- future research