t9 research overview
TRANSCRIPT
Research Overview
By Rama Krishna Kompella
Clarity in Research Questions and Hypotheses
• Research questions make it easier to understand what is perplexing managers and to indicate what issues have to be resolved.
• A research question is the researcher’s translation of the marketing problem into a specific inquiry
Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
Taken from Zikmund, William G. and Barry J. Babin, Exploring Marketing Research, (Eagan, MN: Cengage Learning, 2010).
Relationships Between Variables
• The relationship between variables can be explained in various ways such as:– Presence /absence of a relationship– Directionality of the relationship– Strength of association– Type of relationship
Relationships Between Variables
• Presence / absence of a relationship– E.g., if we are interested to study the customer
satisfaction levels of a fast-food restaurant, then we need to know if the quality of food and customer satisfaction have any relationship or not
Relationships Between Variables
• Direction of the relationship– The direction of a relationship can be either
positive or negative– Food quality perceptions are related positively to
customer commitment toward a restaurant.
Relationships Between Variables
• Strength of association– They are generally categorized as nonexistent, weak,
moderate, or strong.– Quality of food is strongly associated with customer
satisfaction in a fast-food restaurant
Relationships Between Variables
• Type of association– How can the link between Y and X best be
described? – There are different ways in which two variables
can share a relationship• Linear relationship• Curvilinear relationship
Q & As