Explicit Tradeoffs in Designing Market Research RESEARCH DESIGN

Muder Chiba

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QualitativeMethod

QuantitativeMethod

THOUGHTFUL RESEARCH DESIGNQualitative

Mode

Quantitative Mode

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DESIGN NEEDS MUST INCORPORATE

EXECUTION AND DELIVERY

REQUIREMENTSDesignExecutionDelivery

THOUGHTFUL RESEARCH DESIGN

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STRIKING THE BALANCE

Content Context

Scientific Method

Wisdom Metric Innovation

Cost Quality

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STRIKING THE BALANCE

Pure Translations

ColloquialTranslations

Long questionnaire Quality Output

Random Purposive

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Design

Execution

THOUGHTFUL RESEARCH DESIGN

Primary Secondary Catchall

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Which Information Collection is right for you?

Which Research is right for you?

Market SalesMarketing

STRIKING THE BALANCE

Design

Objective

100 1,000 10,000100,000

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Which Sample is right for you?

Which Sampling is right for you?

Purposive

Mixed Mode Stratified

‘Pure ‘ Random

STRIKING THE BALANCE

Practice

Theory

River Panel

IDI Triads FGD EGD

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Which Design is right for you?

DipstickAd-Hoc Dipsticks

Timed Dipsticks Continuous

MonadicSeq. Monadic Paired

Block Design

STRIKING THE BALANCE

Simplicity

Complexity

Question based single number

Composite Single number

Derived Single Number

Strategic Complex single number

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Which Analytics is right for you?

% and mean scores Crosstab Sequential

DichotomizationMultivariate

Stated Jacquards Chip game Correlation

Correlation Regression Multiple Regression

P2S models

STRIKING THE BALANCE

Socialization

Finesse

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Which Base Perspective is right for you?

Deterministic Probabilistic

MarketComplexity

Decisions

Information Complexity

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TRAINING SOLUTIONS FOR

MULTIVALENT THINKING@WORK