4. Basic Research Objectives and Research Design Research Objective Appropriate Design To gain background information, to define terms, to clarify Exploratory problems and develop hypotheses, to establish research priorities, to develop questions to be answered To describe and measure marketing phenomena at a point Descriptive in time To determine causality, test hypotheses, to make “if-then” Causal statements, to answer questions

8. Relationship among Research Designs Descriptive Research Exploratory Research Causal Research

9. Selecting the Appropriate Research Type Is the research purpose specific and are data requirements clear? Analyze data/interpret findings Is there a need for further research Analyze data/interpret findings Make recommendations Conduct a suitable descriptive-research study Conduct exploratory research with these procedures: -Key informant technique -Focus group interviews -Secondary-data analysis -Case study method Design conclusive research Does the research purpose call for testing cause-and-effect relationships between variables? Conduct an appropriate experimental-research study Yes No No Yes No Yes

21. What Motivates Focus Group Participants

23. Which One to Choose? – In-Depth Interview or Focus Group

36. What can be observed?

37. Observational Study on Cereal Purchases Interactions Parent and Child CHILD INITIATES PARENT INITIATES REQUESTS CEREAL DEMANDS CEREAL INVITES SELECTION DIRECTS SELECTION PARENT AGREES PARENT SUGGEST OTHER PARENT REJECTS OUTRIGHT PARENT YIELDS PARENT REJECTS OUTRIGHT PARENT SUGGESTS OTHER CHILD SELECTS CHILD DECLINES CHILD AGREES PARENT DECLINES CHILD SUGGESTS OTHER PARENT AGREES PARENT DENIES PARENT AGREES PARENT DENIES SOURCE: Atkin

38. Observational Study on Cereal Purchases Interactions Parent and Child CHILD INITIATES PARENT INITIATES REQUESTS CEREAL - 20% DEMANDS CEREAL - 46% INVITES SELECTION- 23% DIRECTS SELECTION- 11% PARENT AGREES - 12% PARENT SUGGEST OTHER- 2% PARENT REJECTS OUTRIGHT - 6% PARENT YIELDS - 30% PARENT REJECTS OUTRIGHT - 12% PARENT SUGGESTS OTHER - 4% CHILD SELECTS - 21% CHILD DECLINES - 2% CHILD AGREES - 7% PARENT DECLINES - 2% CHILD SUGGESTS OTHER - 2% PARENT AGREES - 19% PARENT DENIES - 2% PARENT AGREES - 1% PARENT DENIES - 1% SOURCE: Atkin (66%) (34%)