Y/B/12. Research Methods

This paper contains answers to the following questions: Discuss some of the implications of qualitative methodology for sampling, questionnaire design, interviewing, data analysis and interpretation. Evaluate the contribution of qualitative research, and in particular focus groups and projective techniques, to marketing decision-making. Discuss how you would construct: A quota sample and A stratified random sample. What are the benefits and problems associated with using each of these sampling procedures in marketing research? An analysis of quantitative data will have a focus which is one of 3 possible types: Descriptive; Estimation; Hypothesis testing. Use a survey of supermarket customers to illustrate the difference between each of these phases. Provide examples of the nature of analysis that could be carried out in each phase and describe the techniques that would be appropriate. There are many formal statistical testing procedures available for making comparisons. Discuss the factors that would lead you to choose one test in favour of another. Describe what is meant by confidence limits in relation to statistical estimation, and discuss factors that will affect the width of a confidence interval.