Consumer Behavior Research Methods

Definitions

Research Design

Research design is a framework for conducting a marketing research project

= The research design specifies the details of implementing the developed approach

  • It defines the following items

    – Necessary information

    – Type of design
    – Measurement
    – Questionnaire
    – Sample
    – Data analysis

The purpose of a research design can be exploratory, descriptive or explanatory

These categories are not mutually exclusive, they are much more a matter of emphasis

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