DOCSLIB.ORG

Master's Thesis

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Master's Thesis 2007:054 MASTER'S THESIS The Impact of Market Orientation on Business Performance and Website Adoption A Study among Iranian SMEs Yasaman Darabi Luleå University of Technology Master Thesis, Continuation Courses Business Administration Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2007:054 - ISSN: 1653-0187 - ISRN: LTU-PB-EX--07/054--SE The Impact of Market Orientation on Business Performance and Website Adoption: A Study among Iranian SMEs Supervisors: Dr. Albert Caruana Dr. Seyed Hessameddin Zegordi Referee: Dr. Nahavandi Dr. Amin Naseri Prepared by: Yasaman Darabi Tarbiat Modares University Faculty of Engineering Department of Industrial Engineering Lulea University of Technology Department of Business Administration and Social Sciences Division of Industrial Marketing and E-Commerce MSc PROGRAM IN MARKETING AND ELECTRONIC COMMERCE Joint 2007 Abstract Studying the impact of market orientation on business performance has been a popular research topic in recent years. However, there seems to be lack of empirical studies that measure market orientation in e-commerce environment. This paper reports the study on “the impact of market orientation on business performance and website adoption in Iranian SMEs”. According to previous studies market orientation is the prerequisite for a successful business operation, but actually there is not enough evidence in supporting the idea in Iranian context and especially about the impact of being market oriented on the perception of managers toward having website. To test this assertion, this study looks into the nature of the correlation between market orientation, company performance and website adoption using 117 website adopters and 102 non-website adopters as sample data from Iranian SMEs. Narver and Slater’s scale (MKTOR) for market orientation, Weerakoon’s Multi-Model Performance Framework (MMPF) for business performance and Technology Acceptance Model (TAM) for website adoption are tested and used. Confirmatory factor analysis was used to validate the measures of market orientation, business performance and website adoption. Regression analysis was performed to determine whether market orientation is associated with firm’s performance and website adoption, using Partial Least Square (PLS) Technique. Our findings suggest that market orientation and business performance are correlated to each other in both sample groups, Iranian SMEs with higher level of market orientation are more willing to use website as a business tool in comparison with firms with lower level of market orientation. In website adopters, behavioral intention, perceived usefulness and perceived ease of use has positive direct effect on website adoption, although perceived usefulness plays most important role. Among non-website adopters, behavioral intention, perceived usefulness and perceived ease of use don’t have any positive impact on website adoption! Managers of both sample groups have positive attitude toward having website while this attitude is greater among website adopters than non-website adopters. Although, website adopters find having website would enhance their job performance and effectiveness, non-website adopters believe website is not so helpful in their jobs. 1 Finally, the implication of the result to both researchers and practitioners has been discussed; limitations and suggestions for further research have been proposed. Key words: Marketing, Internet marketing, Market orientation, Business Performance, Website Adoption, innovation, Small and Medium-Sized Enterprises. 2 Acknowledgements There are several people I would like to give my sincere gratitude and appreciation for the quality of this study. First and foremost I would like to thank my supervisor “Dr. Albert Caruana”, without his assistance, encouragement and support, this thesis would never have been completed. Further I would like to thank my co-supervisor “Dr. Seyed Hessameddin Zegordi” for giving me his valuable time and knowledge. I would like to extend my special thanks to my friends for their patience and helpfulness during data collection process. Finally, I would like to thank my father and mother for their love, trust, understanding and support through out my whole life. April, 2007 Yasaman Darabi 3 TABLE OF CONTENTS 1. CHAPTER ONE: INTRODUCTION………………………………………………..9 1.1 Background ……………………………………………….…………………..……9 1.2 Market Orientation………………………………………….…...………………...11 1.2.1 Definition of Market Orientation in Brief…..………………………………11 1.2.2 Importance of Market Orientation……………………………..…………...12 1.3 Market Orientation and Business Performance..……..……….…...……………...13 1.4 Market Orientation and Website Adoption…..……………….…………………...14 1.5 Definition of Small and Medium-sized Enterprises (SMEs)....………….………..15 1.6 Research Problems………………………………………….…………...………...17 1.7 Research Objectives….……...……………………………….……………………18 1.8 Disposition of the Thesis……..………………………………...………………....19 2. CHAPTER TWO: LITERATURE REVIEW……...……………………………...20 2.1. Market Orientation……………….………………………………………………20 2.1.1 Market Orientation Definitions…...………………………………………..21 2.1.1 Market Orientation Scales…...……………………………………………..23 2.2. Business Performance………….………...………………………………………24 2.3. Website Adoption…..………….………...………………………………………31 2.3.1 The Behavioral Adoption Theories………………………………………...32 2.3.1.1 Theory of Reasoned Action (TRA)………………………………..32 2.3.1.2 Theory of Planned Behavior (TPB)……………………………….33 2.3.1.3 Theory of Acceptance Model (TAM)……………………………..35 2.3.1.4 Comparison of TPB and TAM…………………………………….37 2.4 The Research Framework……………………………………..………………….38 2.4.1 Relationship between Market Orientation and Business Performance....….38 2.4.2 Relationship between Market orientation and Website Adoption.…….…..38 2.4.3 TAM Variables……………………………….….……..………………….39 2.4.3.1 Behavioral Intention…………………………………………..…..39 4 2.4.3.2 Attitude…………………………..………………………………..40 2.4.3.3 Perceived Ease of Use…..………..………………………………..40 2.4.3.4 Perceived Usefulness...…………..………………………………..41 2.5 Chapter Summary………………………………………………………………...43 3. CHAPTER THREE: RESEARCH METHODOLOGY…………………………..44 3.1 Research Purpose...………………………………………….…………………..44 3.1.1 Exploratory Research….………………………………..………………….45 3.1.2 Descriptive Research….………………………………..………………….45 3.1.3 Explanatory Research…………………………………..………………….45 3.2 Research Approach………………………………………….…………………..46 3.2.1 Qualitative Method……………………………………..………………….46 3.2.2 Quantitative Method…..………………………………..………………….47 3.3 Research Strategy………………………………………….…………………….47 3.4 Measurement of Constructs and Pilot Test….…………………………………..48 3.5 Sampling and Target Population………………………………………………...50 3.6 Data Collection………………………………………………………………….51 3.7 Statistical Analysis……………………………………………………………....52 3.8 Reliability and Validity………………………………………………………….53 3.9 Chapter Summary……………………………………………………………….54 4. CHAPTER FOUR: DATA DESCRIPTION, ANALYSIS AND RESULTS…....55 4.1 Demographics and Descriptive Statistics………………………………………...55 4.2 Constructs Reliability and Validity Assessment…………………………………57 4.3 Results of Hypotheses Tests……………………………………………………..60 4.3.1 Explaining Market Orientation and Business Performance……………….62 4.3.2 Explaining Market Orientation and Website Adoption…………………...63 4.3.3 Explaining Actual Usage Behavior (Website Adoption)………………….63 4.3.4 Explaining Behavioral Intention Toward Website Adoption……………..64 4.3.5 Explaining Attitude………………………...……………………………...64 4.4 Chapter Summary…………..……………………………………………………..65 5 5. CHAPTER FIVE : DISSCUSION AND CONCLUSION………….……………...66 5.1 Theoretical Implications………………………………………………………….66 5.2 Practical Implications…………………………………………………………….67 5.3 Contributions……………………………………………………………………..70 5.4 Limitations………………………………………………………………………..71 5.5 Future Research…………………………………………………………………..72 5.6 Conclusion………………………………………………………………………..72 REFERENCES……………………………………………………………………….…74 Appendix A. Questionnaire…………………………………………………………….84 Appendix B. Comparative Analysis between Techniques……………………………87 Appendix C. Compatibility by Research Approach……………………………...…..88 6 LIST OF TABLES Table 2.1 Summary of empirical Research on the Relationship between Market Orientation and Business Performance from 1990 to 1999. Table 3.1 Relative Situations for Different Research Strategies Table 3.2 Constructs and Measurers Table 4.1 Sample Demographics Table 4.2 The Average Hours Spent on internet per Week Table 4.3 Assessment of the Reliability Table 4.4 Constructs Weights and Loadings Table 4.5 Hypotheses Testing LIST OF FIGURES Figure 1.1 The Evolution of Marketing Thought Figure 2.1 Theory of Reasoned Action (TRA) Figure 2.2 Theory of Planned Behavior (TPB) Figure 2.3 Theory of Acceptance Model (TAM) Figure 2.4 Research Framework Figure 4.1 Results of the PLS Analysis for Website Adopters Figure 4.2 Results of the PLS Analysis for Non-Website Adopters List of Abbreviations AT Attitude toward Behavior AU Actual Usage BI Behavioral Intention BP Business Performance IS Information Systems IT Information Technology ICT Information and Communication Technologies MO Market Orientation 7 NWA Non-Website Adoption/ Adopters PEOU Perceived Ease of Use PLS Partial Least Square PU Perceived Usefulness SEM Structural Equation Modeling SME Small and Medium-Sized Enterprise TRA Theory of Reasoned Action TPB Theory of Planned Behavior TAM Technology Acceptance Model WA Website Adoption/Adopters α Significance level β Standardized path coefficient 8 Chapter 1 Introduction 1. Introduction This chapter presents a brief background
Load more

Recommended publications
  • An Exploratory Study
    Teenagers’ perceptions of advertising in the online social networking environment TEENAGERS’ PERCEPTIONS OF ADVERTISING IN THE ONLINE SOCIAL NETWORKING ENVIRONMENT: An exploratory study A Master of Business (Research) Thesis By Louise Kelly, B Bus (Marketing) Submitted in the School of Advertising Marketing and Public Relations Queensland University of Technology 2008 Louise Kelly B Bus (Marketing) Page i Teenagers’ perceptions of advertising in the online social networking environment Keywords Advertising, avoidance, online social networking, perceptions, privacy, teenagers, trust Louise Kelly B Bus (Marketing) Page ii Teenagers’ perceptions of advertising in the online social networking environment Abstract This study explores teenager perceptions towards advertising in the online social networking environment. The future of online social networking sites is dependant upon the continued support of advertisers in this new medium, which is linked to the acceptance of advertising on these sites by their targeted audience. This exploratory study used the qualitative research methods of focus groups and in-depth personal interviews to gain insights from the teenager participants. The literature review in Chapter Two examined the previous research into advertising theories, consumer attitudes and issues such as advertising avoidance, advertising as a service and trust and privacy in the online social networking environment. The teenage consumer was also examined as were the influences of social identity theory. From this literature review eleven propositions were formed which provided a structure to the analysis of the research. Chapter Three outlined the multi-method research approach of using focus groups and in-depth interviews. The key findings were outlined in Chapter Four and Chapter Five provides discussion regarding these findings and the implications for theory and advertising practice.
    [Show full text]
  • A Content Analysis of Applied Research Projects Completed at Texas State University in the Master of Public Administration Program from 2010-2018
    A Content Analysis of Applied Research Projects Completed at Texas State University in the Master of Public Administration Program from 2010-2018 By Nicole Foy Applied Research Project [email protected] An Applied Research Project Submitted to the Department of Political Science Texas State University In Partial Fulfillment of the Requirements for the degree of Master of Public Administration Spring 2019 Patricia M. Shields, PhD Christopher Brown, PhD Colin Smith, MPA 1 ABSTRACT Purpose: This study first examines the background and history of the MPA program at Texas state. It then reviews literature on the major components of the program’s capstone process the Applied Research Project (ARP) Drawing on similar studies of ARP’s, Texas State ARPs from 2010-2018 are described. Methodology: This study utilizes content analysis to analyze 167 ARPs. Content analysis is the method of choice because it involves a direct and systematic examination of the documents. The five dimensions of the paper include Topics, level of government, research purpose, framework, and methods used. Findings: The findings of this study, when compared to previous research reveal similar Texas State Applied Research Projects (Stewart, Ilo, and Gute) there are common trends and minor differences. Some of the trending similarities are clear purposes, conceptual frameworks, similar use in topical categories and levels of government, and also similar research methods and statistical techniques. Compared to previous findings, page volume has increased. Findings
    [Show full text]
  • RESEARCH TECHNIQUES Theory of Research Specifically the Research
    RESEARCH TECHNIQUES Researched and documented by--William Sebunje [email protected] Theory of research Specifically the research process can appear to be relatively simple –if you carry out the basic steps methodically and carefully, then you should arrive at useful conclusions. However, the nature of research can be very complex and when you are reading textbooks on research methodology you will come across many unfamiliar words and terms. We first look at types of research and explain some of the terms Types of research The main different types of research can be classified by its purpose, its process and its outcome. These can in turn be broken down further: o Exploratory Research o Description Research o Analytical Research o Predictive Research The process of the research can be classified as : o Quantitative o Qualitative. The outcome of the research can be classified as : o Applied o Basic or pure o Action. DESCRIPTION OF RESEARCH TYPES 1. Exploratory research The aim is to look for patterns, ideas or hypotheses rather than testing or confirming a hypothesis. In exploratory research the focus is on gaining insights and familiarity with the subject area for more rigorous investigation later. It is possible that you may carry out an initial survey to establish areas of concern (exploratory research) and then research these issues in more depth, perhaps through interviews, to provide a deeper understanding (exploratory research ). As the term suggests, exploratory research is often conducted because a problem has not been clearly defined as yet, or its real scope is as yet unclear. It allows the researcher to familiarize him/her self with the problem or concept to be studied, and perhaps generate hypotheses to be tested.
    [Show full text]
  • Research in Public Administration: a Content Analysis Of
    Research in Public Administration: A Content Analysis of Applied Research Projects Completed from 1992-1 996 at Southwest Texas State University in the Master of Public Administration Program BY Ana Lidia Almaguel AN APPLIED RESEARCH PROJECT (POLITICAL SCIENCE 5397) SUBMllTED TO THE DEPARTMENT OF POLITICAL SCIENCE SOUTHWEST TEXAS STATE UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF PUBLIC ADMINISTRATION Spring 1997 FACULTY APPROVAL: Patricia M. Shields, Ph.D J, Michael Willoughby, Ph.D., Dean The Graduate School Table of Contents Paqe List of Tables .......................................................................................... Chapter 1 .Introduction ................................ .................................... 1 Introduction ...................... ..... .................................................... 1 StaternentoftheResearchQuestionorProblem ........................... 3 Purpose of the research project ..................... .............................. 5 Conceptual Framework ..................................... ... ....................... 5 Elaboration of specific concepts and descriptive categories ............ 6 Methodology ................................................................................ 7 Chapter Summaries ..................................... ... .................................. 7 Chapter 2 .Review of the Literature ........................................................ Introduction ....................................................................................
    [Show full text]
  • Essentials of Marketing Research
    Paurav Shukla Marketing Research Download free ebooks at bookboon.com 2 Marketing Research © 2008 Paurav Shukla & Ventus Publishing ApS ISBN 978-87-7681-411-3 Download free ebooks at bookboon.com 3 Marketing Research Contents Contents Preface 10 1. Introduction to marketing research: Scientifi c research approach and 12 Problem defi nition 1.1 Introduction 12 1.2 Marketing Research 14 1.2.1 The need for marketing research 14 1.2.2 Marketing research defi ned 16 1.3 Scientifi c marketing research process 18 1.3.1 Phase wise marketing research process 20 1.4 Defi ning a problem 22 1.4.1 The importance of defi ning a right problem 22 1.4.2 Converting management dilemma into research question 23 1.5 What marketing research cannot do? 26 1.6 Conclusion 27 2. Exploratory research design 29 2.1 Chapter summary 29 2.2 Research design and its importance in research 29 2.3 Classifi cation and differences between research designs 30 2.4 Exploratory research design 32 Váš životopis proměníme v příležitost Please click the advert I čerství absolventi mohou ve ŠKODA AUTO získat zkušenosti v zahraničí. Hledáme ty, kteří se nebojí žádné výzvy a rádi poznávají vše nové. Pošlete nám svůj životopis. Budete překvapeni, kam až Vás může zavést. www.zivotniprilezitost.cz Download free ebooks at bookboon.com 4 Marketing Research Contents 2.4.1 In-depth interviews 33 2.4.2 Focus groups 34 2.4.3 Projective techniques 36 2.5 Conclusion 37 3. Conclusive research design 38 3.1 Chapter summary 38 3.2 Conclusive research design 39 3.3 Descriptive design 40 3.3.1 Cross-sectional
    [Show full text]
  • The Role of Marketing Research
    CHAPTER 1 The Role of Marketing Research LEARNING OBJECTIVES After reading this chapter, you should be able to 1. Discuss the basic types and functions of marketing research. 2. Identify marketing research studies that can be used in making marketing decisions. 3. Discuss how marketing research has evolved since 1879. 4. Describe the marketing research industry as it exists today. 5. Discuss the emerging trends in marketing research. Objective 1.1: INTRODUCTION Discuss the basic types Social media sites such as Facebook, Twitter, YouTube, and LinkedIn have changed the way people and functions communicate. Accessing social media sites is now the number-one activity on the web. Facebook of marketing has over 500 million active users. The average Facebook user has 130 friends; is connected to research. 80 pages, groups, or events; and spends 55 minutes per day on Facebook. In 2011, marketers wanting to take advantage of this activity posted over 1 trillion display ads on Facebook alone. Facebook is not the only social media site being used by consumers. LinkedIn now has over 100 million users worldwide. YouTube has exceeded 2 billion views per day, and more videos are posted on YouTube in 60 days than were created by the three major television networks in the last 60 years. Twitter now has over 190 million users, and 600 million–plus searches are done every day on Twitter.1 Social networks and communication venues such as Facebook and Twitter are where consumers are increasingly spending their time, so companies are anxious to have their voice heard through 2 CHAPTER 1: The ROLe OF MARkeTIng ReSeAR ch 3 these venues.
    [Show full text]
  • Basic Marketing Research: Volume 1 Handbook for Research Professionals
    Basic Marketing Research: Volume 1 Handbook for Research Professionals Official Training Guide from Qualtrics Scott M. Smith | Gerald S. Albaum © Copyright 2012, Qualtrics Labs, Inc. ISBN: 978-0-9849328-1-8 © 2012 Qualtrics Labs Inc. All rights reserved. This publication may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from Qualtrics. Errors or omissions will be corrected in subsequent editions. Author Information Scott M. Smith is Founder of Qualtrics, Professor Emeritus of Marketing, Brigham Young University. Professor Smith is a Fulbright Scholar and has written numerous articles published in journals such as Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Business Ethics , International Journal of Marketing Research, Journal of Marketing Research, and Journal of Business Research. He is the author, co-author, or editor of books, chapters, and proceedings including An Introduction to Marketing Research. Qualtrics, 2010 (with G. Albaum); Fundamentals of Marketing Research. Thousand Oaks, CA : Sage Publishers 2005 (with G. Albaum); Multidimensional Scaling. New York: Allyn and Bacon 1989 (with F. J. Carmone and P. E. Green), and Computer Assisted Decisions in Marketing. Richard D. Irwin 1988 (with W. Swinyard). Gerald S. Albaum is Research Professor in the Marketing Department at the Robert O. Anderson Schools of Management, the University of New Mexico, Professor Emeritus of Marketing, University of Oregon. Professor Albaum has written numerous articles published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Psychological Reports, Journal of Retailing, Journal of Business and Journal of Business Research.
    [Show full text]
  • Effective Learning Service Introduction to Research and Research Methods
    SOM Research Methods Cover:SOM Research Methods Cover 22/2/11 10:21 Page 1 Effective Learning Service Introduction to Research and Research Methods Contact details: Effective Learning Service Tel: 01274 234414 | Email: [email protected] | Web: www.bradford.ac.uk/management/els University of Bradford, School of Management Introduction to Research AN INTRODUCTION TO RESEARCH & RESEARCH METHODS This workbook is a short introduction to research and research methods and will outline some, but not all, key areas of research and research methods: Definitions Research approaches Stages of the research process Background reading & information gathering Data collection Ethical issues in research This workbook does not cover a number of important areas of the research process, particularly Data analysis Writing up the research There are, however, books to assist you in these two important areas, and to take your general understanding of research and research methods beyond the introductory notes in his booklet; see page 44. Students should also consult their own course guidelines on writing research up the results of their research projects. YOUR RESEARCH Research can be one of the most interesting features of any degree course as it offers you a measure of control and autonomy over what you learn. It gives you an opportunity to confirm, clarify, pursue – or even discover – new aspects of a subject or topic you are interested in. RESEARCH IS… … a process of enquiry and investigation; it is systematic, methodical and ethical; research
    [Show full text]
  • A Primer on Consumer Marketing Research: Procedures, Methods, and Tools
    U.S Department of Transportation Research and Special Programs Administration A Primer on Consumer Marketing Research: Procedures, Methods, and Tools March 1994 Prepared by: Jane E. Lappin, EG&G Dynatrend Paula Figoni, Simmons College Graduate School of Management Suzanne M. Sloan, EG&G Dynatrend Economic Analysis Division John A. Volpe National Transportation Systems Center Cambridge, Massachusetts Prepared for: Office of Policy Development Federal Highway Administration Washington, D.C. The following is one of a series of papers developed or produced by the Economic Analysis Division of the John A. Volpe National Transportation Systems Center as part of its research project looking into issues surrounding user response and market development for selected Intelligent Vehicle- Highway Systems (IVHS) products or services. The project, sponsored by the Federal Highway Administration’s Office of Policy Development, was one part of FHWA’s 1992 Institutional Issues Program entitled -- “Public Acceptance and Markets for Various Consumer IVHS Services”. John O’Donnell of the Volpe Center and James March of FHWA served as Project Managers for their organizations. The objective of the Volpe Center project was to better understand factors affecting the development and deployment of selected advanced traveler information products and services (ATIS). The Center addressed the objective by examining the development of markets for selected ATIS-related products and services and reviewing factors affecting the public acceptance and user response to existing traffic information services. Deployment of many of the newly emerging and projected IVHS products and services will depend upon consumers purchasing and otherwise choosing to make use of advanced traffic and travel information products and services.
    [Show full text]
  • An Exploratory Study to Develop a Virtual Reality Based Simulation Training Program for Hypovolemic Shock Nursing Care
    healthcare Article An Exploratory Study to Develop a Virtual Reality Based Simulation Training Program for Hypovolemic Shock Nursing Care: A Qualitative Study Using Focus Group Interview Jaehee Jeon 1 and Sihyun Park 2,* 1 Department of Nursing, Gangneung-Wonju National University, Gangwon-Do 26403, Korea; [email protected] 2 Department of Nursing, Chung-Ang University, Seoul 06974, Korea * Correspondence: [email protected]; Tel.: +82-2-820-5737 Abstract: Although patients with hypovolemic shock are common in clinical practice, nursing students have little chance of coming across them during their practicum. The main focus of this qualitative study was to explore the elements essential for a virtual reality (VR) based simulation program for hypovolemic shock nursing care. To this end, we conducted focus group interviews with three expert groups of 15 (five from each group) experienced clinical nurses (≥10 years) with experience in hypovolemic shock nursing care. Data were collected in June and July 2020, and after transcribing the interviews, the data analysis involved theme development as part of qualitative content analysis. The exploratory research results were classified into five themes: experience of hypovolemic shock nursing care, determinants of patient prognosis, essential nursing competence, scenario construction, and direction for VR simulation program development. Based on their experience of hypovolemic shock nursing care, the participants suggested concrete development Citation: Jeon, J.; Park, S. An directions for scenarios and VR-based simulation training programs. This article proposes the Exploratory Study to Develop a development of a VR-based simulation program that reflects the exploratory research results of Virtual Reality Based Simulation Training Program for Hypovolemic this study in order for nursing students to take an interest in hypovolemic shock nursing care and Shock Nursing Care: A Qualitative efficiently improve related skills.
    [Show full text]
  • Exploratory Descriptive Causal Objective: Discovery of Ideas Describe Market Determine Cause and Insights Characteristics Or and Effect Functions Relationships
    Chapter Three Research Design Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-1 Research Design: Definition • A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-2 Components of a Research Design • Define the information needed (Chapter 2) • Design the exploratory, descriptive, and/or causal phases of the research (Chapters 3 - 7) • Specify the measurement and scaling procedures (Chapters 8 and 9) • Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection (Chapter 10) • Specify the sampling process and sample size (Chapters 11 and 12) • Develop a plan of data analysis (Chapter 14) Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-3 A Classification of Marketing Research Designs Fig. 3.1 Research Design Exploratory Conclusive Research Design Research Design Descriptive Causal Research Research Cross-Sectional Longitudinal Design Design Single Cross- Multiple Cross- Sectional Design Sectional Design Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-4 Exploratory & Conclusive Research Differences Table 3.1 Exploratory Conclusive/Confirmatory Objective: To provide insights and To test specific hypotheses and understanding examine relationships Character- Information needed is defined Information needed is clearly istics: only loosely. Research process is defined. Research process is formal flexible and unstructured. and structured. Sample is large and Sample is small and non- representative. Data analysis is representative. Analysis of quantitative primary data is qualitative Findings/ Tentative Conclusive Results: Outcome: Generally followed by further Findings used as input into decision exploratory or conclusive making research Copyright © 2010 Pearson Education, Inc.
    [Show full text]
  • 3. Research Methodology
    3. RESEARCH METHODOLOGY Research can be formulated in certain ways depending on the objectives as indicated in the research problem. Many research activities help to categorize the approach in terms of the research into three ways, namely exploratory, descriptive & explanatory (Saunders, et al, 2000). This chapter will provide a detailed idea about how the research will be conducted and methodology which was used. This includes the purpose of the research, research approach, research strategy, selection of samples, data collection methods and data analysis approaches. 3.1. Research Purpose The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Each research study has its own specific purpose (Kothari, 2008). Interpretive, or the qualitative approach, is a way to gain insights through discovering meanings by improving our comprehension of the whole. Qualitative research explores the rich, depth, and complexity of the phenomena. Qualitative research, broadly defined, means "any kind of research that produces findings not arrived at by means of statistical procedures or other means of quantification" (Strauss & Corbin, 1990). Qualitative studies are tools used in understanding and describing the world of human experience. Since we maintain our humanity throughout the research process, it is largely impossible to escape the subjective experience, even for the most seasoned of researchers. As we proceed through the research process, our humanness informs us and often directs us through such subtleties as intuition or 'aha' moments. Speaking about the world of human experience requires an extensive commitment in terms of time and dedication to process; however, this world is often dismissed as 'subjective' and regarded with suspicion.
    [Show full text]