- -try to get the answer that we want, instead of lessen error-did research, but it has pre-designed answer
- plan that will be used to address the research problem, question, hypothesis*guide research process*outlines how data will be collected
- asking individuals a series of questions about the topic under study-one-on-one asking questions-questionnaire-internet and e-mail-who/when/where/what/how questions can be asked to participants
- data collection methods that provide results that can be converted to numbers and analyzed
- most common approach for causal research
- *research designprove a cause and effect relationship
- included only when the researcher has reason to suspect, or "conjecture," an answer to a particular research question
- observe their behaviors or observe the result of their behaviors*more preferable = observe results
- -smaller-more accesible-statistically match population-comes from population
- involves conducting an experiment in a real-world setting
- two items thought to be part of aural relationship vary or change together-in the same direction hypothesizede.g. increase in ad spending = increase in the sales of snow shovels
- 2 variables appear to be related tho actually changes happened because of other factors
- better understanding of a situation or phenomenon*of marketplace and consumers*to develop more effective marketing strategies
- -gain better understanding of a situation or phenomenon-investigate an opportunity-understand or address one or more problems that may be negatively impacting the firm
- casual research : ensure that relationship is truly cause and effect-not just a coincidence or...
- springboard for developing research questions and hypotheses
- provide higher level of info*longer*higher cost
- related to timing issues*cause must precede or occur at the same time as the effect
- research conducted during the new product development process
- questions who, what, when, where and how in describing the characteristics of consumers, brands, and other marketing phenomena