6646 Blog Post #2
Step 2 in the marketing research process
Design the Research Study
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Prof. Tanenbaum
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Step 2: design the research study
Determine the type of study that will best address your research question
Define your research audience
Develop the study instrument
Three Things You Need to Do
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Key success factors for research design
The most important things during the research design phase are:
Know your research question
Craft a research objective that will answer the research question
Have all the decision-makers and stakeholders pertinent to the study, review the research objective, and agree with the objective before proceeding
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The Research objective recipe
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Setting Good Research Objectives
Research tool
Research audience
Main idea of the research (the construct)
Types of questions to be asked
TBD
Prof. Tanenbaum
Combine each of the 4 ingredients by filling in the blanks below.
Conduct a(n) ________ among ________ to learn about ________ as measured by ________.
(1)
(2)
(3)
(4)
Fitness tracker research objective
Conduct a pre/post survey among active exercisers between the ages 24-39 who exercise at least 30 minutes a day and who have not purchased a fitness tracker product in the past to learn about the effectiveness of our new-to-brand advertising campaign as measured by their awareness of and likelihood to purchase our fitness tracker product on a 7-pt scale, 3 months before and 3 months after the ad campaign launches.
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1. Determine the type of study that will best address your research question
Based on the research objective, you already know your study will be either:
Qualitative or quantitative
Therefore, your study will consist of quantitative surveys or qualitative focus groups, interviews, ethnographies, observations, or some combination
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2. Define your research audience
This is referred to as developing a sample plan, which consists of:
The types of people you want to include in your study
How many people of these people do you need to participate in the study
Keys questions to ask:
Who are the best people to answer the research question?
Are they current customers?
Are they potential customers in a new segment you are trying to reach?
Are they your competition’s customers, etc…?
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3. Develop the study instrument
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