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type of data
- primary data
- secondary data
- quantitative
- qualitative
methods
- focus groups
- personal interviews
- observational and ethnographical studies
- literature search
Sources of MaRe problems
- unanticipated/unexpected change
- planned change
- serendipity (glücklicher Zufall)
primary data
pro:
- recent
- specific
contra:
- more expensive
- take longer
collection:
- surveys (focus groups, personal interviews, projective studies)
- observations (ethnography, test markets)
How to look below the surface
- Communication
- Avoid confusing problems with symptoms
- balance exploratory research and more specific types
Formulate research problem
- translate the decision problem (marketing manager) into a research problem
- make sure that the real problem is addressed
Exploratory Research
- generate hypotheses
- develop measure instruments
- understand structure
Which problem needs which research
- ambiguous problems (no idea what's going on) -> Exploratory Research
- somewhat defined problems (certain understanding) -> Descriptive research
- clearly defined problems -> Causal Research
Research Design
- guide to collect and analyse data
- ensure relevance of the study for the problem
- helps to display and limit costs
- depends on the problem
Complementary approaches
Research Projects:
- specific problems
- when actionable information is required
Information Systems:
- Continuous monitoring
- can work as an early warning system
Market Research
- systematic gathering and interpretation of information
- using statistical and analytical methods
-> gain insight
-> support decision making
secondary data
pro:
- cheaper
- quick to access
- easier to compare
- sometimes more accurate
contra:
- outdated
- may not fit completly
- quality?
- may not be available
- required form?
collection:
- literature research
- experience survey
- case analysis
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