Research Design
Our Philosophy
Our philosophy is that all stages of the marketing research process are equally important:
• Problem definition
• Research design
• Questionnaire design
• Data collection
• Data processing
• Data analysis
• Presenting and reporting results
Problem Definition
• What is the purpose of the study?
• What are the specific objectives?
• How will the study results be used?
• Do we really understand what we are trying to accomplish?
Questionnaire Design
• More of an art than science
• We use the concept of reverse engineering
• Must be done with the analysis plan as a blueprint
• Questionnaire design is key to a successful analysis
Sample & Data Collection
• Optimize within constraints
• Sample availability
• Budget and timing
• Required sample size
Data Processing
• Data entry
• Editing
• Coding
• Cleaning
• Cross-tabulations