Research Year 2
Applied research versus fundamental research
Fundamental research is conducted to expand our knowledge. Gathering knowledge for
knowledge’s sake. Applied research is conducted to solve specific problems.
Validity and reliability; objectivity and representativeness;
Validity is the extent to which the data that you collected/examine provides you with the
information that you need to answer your research question.
Reliability is making sure that the method of data gathering lead to consistent results. on then
is the research reliable.
Eleven steps of research process
Step 1: Establish the need for marketing research
Step 2: Define the problem
Step 3: Establish research objectives
Step 4: Determine research design
Step 5: Identify information types and sources
Step 6: Determine methods of accessing data
Step 7: Design data collection forms
Step 8: Determine the sample plan and size
Step 9: Collect data
Step 10: Analyze data
Step 11: Prepare and present the final research report
Nominal = is a label lie m/f, agree/disagree, true/false
Ordinal = ranking is possible, how happy are you?
Scale = distance between levels are known.
1
Applied research versus fundamental research
Fundamental research is conducted to expand our knowledge. Gathering knowledge for
knowledge’s sake. Applied research is conducted to solve specific problems.
Validity and reliability; objectivity and representativeness;
Validity is the extent to which the data that you collected/examine provides you with the
information that you need to answer your research question.
Reliability is making sure that the method of data gathering lead to consistent results. on then
is the research reliable.
Eleven steps of research process
Step 1: Establish the need for marketing research
Step 2: Define the problem
Step 3: Establish research objectives
Step 4: Determine research design
Step 5: Identify information types and sources
Step 6: Determine methods of accessing data
Step 7: Design data collection forms
Step 8: Determine the sample plan and size
Step 9: Collect data
Step 10: Analyze data
Step 11: Prepare and present the final research report
Nominal = is a label lie m/f, agree/disagree, true/false
Ordinal = ranking is possible, how happy are you?
Scale = distance between levels are known.
1
