The problem definition pertains to the research objective — it tells us what to measure. The research design pertains to methodology, questionnaire design and sampling — it is concerned with how to measure. A good design is essential to ensuring the validity of the results that we eventually report.
The methodology is dependent on the research objective, and the nature of the problem that needs to be solved. Quantitative methods might work well for some types of problems. For other types of problems it may be more appropriate to use alternative research tools.
Competent analysts are skilled in the use of several different methods of analysis for any particular research objective. They are adept at adopting the best methods to address the research objectives and resolve business issues.
There exist numerous methods for addressing diverse research problems and applications, including many that are based on quantitative research, e.g. tracking of brand image, measuring brand equity, advertising evaluation, price optimization, product validation and so on.
Common to each of these studies, the following steps outline the framework for the execution of the research programme:
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.