Proposed research topic: Essential Steps in Marketing Research Process and Overview of Survey Errors

1. Seminar in Marketing Research
Week 2-3, Group A
Classical vs. Modern
Zohreh Daemi
Dr. Jill Murray
Walden University

2. Synthesis of Ideas From the Literature
Marketing researchers as a scientists
Quantitative methodology
Positivism
Empirically observed markets
Reexamine positivist approach

3. Synthesis of Ideas From the
Literature: Classical Versus
Modern
Case research (Bonoma, 1985)
Humanistic inquiry (Hirschman, 1986)
Naturalistic inquiry (Holt, 1991)
VALS (Shih, 1986)
Reliability and validity (Golafshani, 2003)

4. Superficial Gaps in the
Literature Qualitative methodology
 Mixed methods
 Constructivist view
 Evaluate the hypotheses (No gap: quantitative and
positivist)
 Research designs (5 qualitative approaches such as
case study, phenomenological, ethnography, narrative,
grounded theory)
 Threats to validity (Triangulation (mixed methods))
 Implications of the findings (Qualitative and mixed
method research)
 Areas for further research (Reliability, validity and
triangulation)

5. Proposed research topic: Essential
Steps in Marketing Research Process
and Overview of Survey Errors

6. Need For Marketing Research
Marketing environment changing at a fast
pace
More focus on non-price promotion
Information required to analyze, plan,
implement and control marketing
activities

7. Reasons to use Marketing Research
Improve the quality of decision making
Trace problems
Focus on keeping existing
customers
Understand the ever-changing
marketplace

8. Five Basic Functions of Marketing
Research

9. Marketing Research Process
The process of planning, collecting, and
analyzing data relevant to a marketing
decision.

10. Collecting the Information

11. Data Sources

12. Conducting a Survey
 The most popular technique for gathering
primary data in which a researcher interacts with
people to obtain facts, opinions, and attitudes.

13. Many Ways of Collecting Data

16. Administrative Error
Interviewer cheating - filling in fake
answers or falsifying interviewers
Data processing error - incorrect data
entry, computer programming, or other
procedural errors during the analysis
stage.
Sample selection error -improper sample
design or sampling procedure execution.
Interviewer error - field mistakes

17. Random Sampling Error
A statistical fluctuation that happens
because of changing variation in selected
elements for the sample.

18. Systematic Error
Systematic error results from some
imperfect aspect of the research design or
from a mistake in the execution of the
research.

19. Respondent Error
A classification of sample bias resulting
from some respondent action or inaction
Nonresponse bias
Response bias

20. Nonresponse Error
Nonrespondents - people who refuse to
cooperate
Not-at-homes
Self-selection bias
Over-represents extreme positions
Under-represents indifference

21. Sample Bias
Sample bias happens when the results of a
sample show a persistent tendency to
deviate in one direction from the true
value of the population parameter.

22. Response Bias
A bias that occurs when respondents tend
to answer questions with a certain slant
that consciously or unconsciously
misrepresents the truth.

23. Auspices Bias
Bias in the responses of subjects caused
by the respondents being influenced by
the organization conducting the study.

24. Social Desirability Bias
Bias in responses caused by respondents
desire, either conscious or unconscious, to
gain prestige or appear in a different
social role.

25. Compiling and Delivering the
Report
 Data Mining
Use of technology to search through data
Records looking for useful information.
Finding statistical links that highlight
opportunities.

26. When Should Marketing
Research be Conducted?
 When value of research information
exceeds the cost of generating the
information.
 When there is high level of uncertainty.

27. Conclusion
Incorporating scientific, action, and case
study analysis is the most helpful methods
to provide not just an understanding of a
phenomenon, but also proven solutions to
the research problem including survey
errors.

28. Consideration for Future Research
Some consideration for future research
includes in research in the methods that
suggest additional quality checks by other
researchers, systematic analytical
procedures, providing contextual
information and direct quotes, to ensure
the articulation exist for altering of
perceptions within the study and
uncovering cases with different results.

29. References
Bonoma, T. V. (1985). Case research in marketing: Opportunities, problems and a process. Journal of Marketing Research, 22(2),
199-208. Retrieved from https://www.ama.org/publications/JournalOfMarketingResearch/Pages/About.aspx
Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Quarterly Report, 8(4), 597-607.
Retrieved from http://www.nova.edu/ssss/QR/QR8-4/golafshani.pdf
Holt, D. B. (1991). Rashomon visits consumer behavior: An interpretative critique of naturalistic inquiry. Advances in Consumer
Research, 18, 57–62. Retrieved from http://www.researchgate.net/journal/ 0098-
9258_Advances_in_consumer_research_Association_for_Consumer_Research_US
Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing
Research, 23, 237–249. Retrieved from https://www.ama.org/publications/JournalOfMarketingResearch/Pages/
About.aspx
Prahalad, C. K. (2005). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Upper Saddle River, NJ:
Wharton School Publishing
Shih, S. (1986). VALS as a tool of tourism market research: The Pennsylvania experience. Journal of Travel Research, 24(4), 2-
11. Retrieved from http://jtr.sagepub.com/
Hewege, C. R., & Perera, L. C. R. (2013). In search of alternative research methods in marketing: Insights from layder's adaptive
theory methodology. Contemporary Management Research, 9, 343-360. Retrieved from http://www.cmr-
journal.org/

30. Annotated Bibliography
Check, D. K., Wolf, L. E., Dame, L. A., & Beskow, L. M. (2014). Certificates of confidentiality and informed consent:
perspectives of IRB chairs and institutional legal counsel. Irb, 36(1), 1-8. Retrieved
from http://www.thehastingscenter.org
Summary
The researchers for this article investigated the framing of consent forms used by researchers. Also, the writers’ research
ways researchers may appropriately inform participants as to what they may or may not be shared with authorities and the public.
The authors present a way to inform participants without losing their interest regarding their involvement in the study. The findings
were ways one may frame a consent form to reflect one’s legal responsibility.
Critical Analysis
The study is a qualitative multiple case analysis. The researchers investigated IRB chairs and academic legal counselors.
The findings are not generalizable given the nature of the study. The study also lacks heterogeneity because the researchers ask
different questions to the two separate groups of participants.
Application
The article is useful for purposes of my doctoral study. I may use the article in the ethical research section. The article parallels
what I learned in residencies, seminars, and certification courses I participated in during my DBA journey. The article is also
succinct, and I recommend it as it covers much and is only eight pages.

31. Annotated Bibliography
Dresch, A., Lacerda, D., & Miguel, P. (2015). A distinctive analysis of case study, action research and design science
research. RGBN-Revista Brasileira De Gestao, De Negocios, 17(56), 1116-1133. doi:10.7819/rbgn.v17i56.2069
Summary
The researchers of this article investigate the usefulness of the case study, action research, and scientific study.
The authors find incorporating scientific, action, and case study analysis may help to provide not just an
understanding of a phenomenon, but also proven solutions to the research problem. The writers infer the approach is
helpful to managerial and administrative research, as the goal of much of modern research is to understand the
phenomenon.
Critical Analysis
The authors of the article use a literature review for their research approach. The findings of the study are not
generalizable because it is secondary research. Also, the authors do not define the geographical locals of the
Inquisition, and the study is limited to management and administrative disciplines.
Application
The article may be useful for my doctoral study. The research echoes much of what DBA students hear
at residencies and online seminars. The publishing of the article was in 2015, which is helpful to the DBA student
because we must adhere to the rule, whereas 85% of the articles publishing date must be within the past five years.
The authors explain useful insights including selecting the design and method based on the research question, why
case studies are helpful to the managerial disciplines, how qualitative case studies enhance one’s understanding
regarding an interview, how every methodology has both assumptions and restrictions, a case study protocol, data
collection techniques, characteristics of research methods, and limitations of particular methods and designs. The
researchers also point out many important aspects of quantitative methods, which also reflect themes found in seminal
publications. The article could be helpful when composing the following nature of the study, assumptions and
limitations, research method, research design, data collection, reliability and validity, application to professional
practice, and reflections.

32. Annotated Bibliography
Ellis, T. J., & Levey, Y. (2009). Towards a guide for novice researchers on research
methodology: Review and purposed methods. Issues in Informing Science and Information
Technology. 6, 323-327. Retrieved from
http://www.informingscience.org/Journals/IISIT/Overview
Summary
The researchers for this article conducted a literature review relating to the different research
designs. The authors covered the importance of the research questions being the impetus for
the study design. Within the study are definitions of limitations, assumptions, and
delimitations. The investigators also note how one may attain a validity and reliability.
Critical Analysis
The article is a literature review. It is not generalizable due to the nature of the study. There
was a common theme in the article; the researchers relied heavily on the works of Creswell.
There was a lack of referencing individuals, which produced seminal works. The authors
mentioned case study and ethnographic studies, but the article was devoid of
phenomenological research.
Application
Walden University recommends this article in the doctoral research handbook. The article is
beneficial to the assumptions, limitations, and delimitations section. The study may also be
useful for reliability and validity. Notwithstanding, there are some significant gaps in the
review of the literature, the authors rely too heavily on the work of Creswell, and the article
was seven years old during the construction of the handbook. While it is okay to use older
works, DBA candidates should confine the use of such works to seminal productions. I only
suggest the referencing of this article in a worst-case scenario.

33. Annotated Bibliography
Goldblatt, H., Karnieli-Miller, O., & Neumann, M. (2011). Sharing qualitative research
findings with participants: Study experiences of methodological and ethical dilemmas.Patient
Education and Counseling, 82, 389-395. doi:10.1016/j.pec.2010.12.016
Summary
The authors of this article explored the cons of member checking. The cons of member
checking consist of changing the participants’ perceptions after they review the transcriptions,
members may be reluctant to engage in member checking, and researchers could potentially
compromise anonymity when conducting member checking in large groups. Due to some of
the cons in member checking, the authors recommend other triangulation methods, which may
lead to trustworthiness. Some of the methods the researchers suggest are additional quality
checks by other researchers, systematic analytical procedures, providing contextual
information and direct quotes, ensuring the articulation of altering perceptions are within the
study and disclosing cases with different results.
Critical Analysis
The researchers conducted a qualitative multiple case study consisting of three case
studies in the medical industry. The research is not generalizable because it is a qualitative
case study and the case study consists of only three cases. The authors did not note the
geographical location in which the research occurred. The researchers note the importance of
validity in the article. Notwithstanding, the cases they present only note the negative
consequences of member checking. The noting of the cases where a member was checking
was not within the study.
Application
The study is beneficial to my doctoral research. I could use the information in the ethical
research section and explain the importance of protecting the anonymity of the participants. I
may also use the study in the validity section and explain why I provide other findings and
perceptions.

34. Annotated Bibliography
Holt, G.D., & Goulding, J.S. (2014). Conceptualisation of ambiguous-mixed-methods within building and
construction research. Journal of Engineering, Design and Technology, 12(2), 244-262. doi:10.1108/JEDT-
02-2013-0020
Summary
The authors are members of the faculty of the University of Central Lancashire in the United Kingdom. The
authors presented a research paper about the use of mixed methods research in building and construction
research. The authors provided a literary review of the research paradigm known as ambiguous mixed
methods research. The authors used the review of published studies on mixed methods research to discuss
informal and inductive research methodology and its relation to the ambiguous mixed methods design. Holt
and Goulding (2014) found ambiguous mixed methods research offers researchers a new and different
approach to the design and decision-making for defending methodologies.
Critical Analysis
Holt and Goulding (2014) introduced the concept of ambiguous mixed methods research through a synthesis
of existing literature and experiential and anecdotal knowledge. The authors presented a literary discussion
of mixed methods research, existing paradigms, and a conceptualization of ambiguous mixed methods
research in the research of building and construction-related studies. The authors provided charts which
portrayed the interfaces and relationships between multiple method research designs and single method
research designs. The article concluded with a summary analysis of existing studies in the building and
construction field, the explicit methodologies used, and the relationship of the study to ambiguous mixed
methods research.
Application
The article may be of value to researchers who are interested in exploring a research subject through a mixed
method approach. The limitations and weaknesses of this article include a lack of collected data; the authors
presented their findings based on existing literature. The authors only devoted limited attention to the
comparison of mixed methods research to single method research; there was a specific lack of data to support
or defend the applicability of mixed methods over single method for certain types of studies. The research
presented in this article will contribute to my doctoral study as a literary source for my conceptual
framework.

35. Annotated Bibliography
Hyett, N., Kenny, A., & Dickson-Swift, V. (2014). Methodology or method? A critical review of qualitative
case study reports. International Journal of Qualitative Studies on Health and Well-being, 9, 1-12.
doi.10.3402/qhw.v9.23606
Summary
The authors are members of the faculty of health sciences at La Trobe University in Australia. The authors
presented a review of the methodological descriptions of published qualitative case studies. The authors
categorized articles researched for the study into three categories: health and health services, social sciences,
and anthropology. The authors reviewed articles to determine if adequate methodological justification was
present and consistent with a qualitative case study approach. The authors organized their findings into five
groupings based on key methodological issues.
Critical Analysis
Hyett, Kenny, and Dickson-Swift (2014) presented a narrative review of existing scholarly and historical
literature about case study research. The authors reviewed 34 high-impact qualitative methods journals to
locate case studies published within five years of the authors’ research. The authors grouped the results of
their research into five themes, which outlined key methodological issues. The themes were: case study
methodology or method, the case of something particular and case selection, contextually bound case study,
research and case interactions and triangulation, and study design inconsistent with methodology
reported. The authors found a large number of case studies were missing elements that define qualitative
case study methodology.
Application
The authors’ study has added to the existing literature about case studies and highlighted issues, which could
have implications for methodological integrity and description. The authors recommend researchers who are
using case study approaches to describe their theoretical framework and methods clearly. The subjectivity of
the authors’ review could result in the possibility of bias exists as a result. Additionally, not all studies are
categorized or reported in a consistent manner, which could result in misrepresentations in the collected
data. The research presented in this article will contribute to my doctoral study as foundational information
about case studies and will directly contribute to my nature of the study section.

36. Annotated Bibliography
McDonald, S., Gan, B. C., Fraser, S. S., Oke, A., & Anderson, A. R. (2015). A review of
research methods in entrepreneurship 1985-2013. International Journal of Entrepreneurial
Behavior & Research, 21(3), 291-315. doi:10.1108/IJEBR-02-2014-0021
Summary
The authors of this article explored research methods used by the top five peer-
reviewed journals over the past 28 years. The authors found there is a high affinity towards
quantitative analysis within the field of entrepreneurship. Since there is such a high affinity
towards the method, the writers infer future investigators should focus on employing
qualitative methods to answer research questions focused on finding meanings behind the data.
Critical Analysis
The research method used by the researchers was a review of the literature. The
findings are not generalizable because of the research design and method, the study only
encapsulated the entrepreneurship discipline, there is no articulation of the geographical
location, and the authors only used five peer-reviewed entrepreneurial journals. The article
could benefit from the inclusion of additional journals and administrative disciplines.
Application
The article is beneficial to my doctoral study. The article may be helpful when constructing the
nature of the study, research method and design sections of the doctoral study. I make the
premise based on the necessity to investigate business problems through the qualitative
approach inferred by the researchers.

37. Annotated Bibliography
Murshed, F., & Zhang, Y. (2016). Thinking orientation and preference for research methodology. Journal of
Consumer Marketing, 33(6), 437-446. doi:10.1108/JCM-01-2016-1694
Summary
Murshed is a member of the Department of Business Administration at the Kutztown University of
Pennsylvania. Zhang is a member of the Department of Marketing at the University of Texas at San
Antonio. The authors presented an article centered on an investigation of how preferences for marketing research
methodology, both qualitative and quantitative, is contingent on the analytic or holistic thinking orientation of the
researchers. The authors measured thinking orientation through laboratory experiments. Data collected from
Western and East Asian participants were compared for cross-cultural evidence. The authors found the
understanding of a researcher’s preference for one research methodology versus another is relevant to external
elements and can influence the results of the research.
Critical Analysis
Murshed and Zhang (2016). Conducted research to investigate how a researcher’s preference for a research
methodology is related to their thinking orientation. The authors provided a theoretical background of marketing
research methodologies and compared qualitative and quantitative approaches. The authors also compared
analytical and holistic thinking orientations. Hypotheses were presented based on the comparative
relationships. Four main lines of study were conducted. Study 1A measured thinking orientation. Study 1B
investigated the manipulation of thinking orientation. Study 2 was conducted on primed and measured thinking
orientation. Study 3 was a cross-cultural study to compare data collected from Western and East Asian
participants. Study 4 explored the moderating role of analyzing reasons.
Application
The key takeaway from the article is the comprehensive research conducted to determine the relationship
between a researcher’s thinking orientation and preference for research methodologies. The article had
limitations and weaknesses. While the authors presented a significant amount of data to support their research,
the research did not definitively produce results of hard evidence to support the authors’ hypotheses. The
research supported an existing theory. The authors recommended future research to explore the research more in-
depth. This article is relevant to my research study because I can use the information to help develop my
fundamental understanding of research methodologies and is a literary source for the nature of my study.

38. Annotated Bibliography
Myers, M. (2015). Ten years of Qualitative Research in Organizations and Management: some
reflections. Qualitative Research in Organizations and Management: An International
Journal, 10(4), 337-339. doi:10.1108/qrom-07-2015-1307
Summary
The writer of this article investigated the changing dynamic of research methodologies by
graduate and undergraduate students. The author infers mixed/merged methods to be a useful
way to understand all aspects of a phenomenon. The findings were the use of quantitative
methods is no longer the most selected by researchers.
Critical Analysis
The method of the study is a review of the literature. The results are not generalizable due to
the nature of the study, and the geographical location is limited to Europe. The article was
succinct and to the point of the study. Notwithstanding, the author could have gone into greater
detail regarding what disciplines may benefit from quantitative, qualitative, and mixed
methods. The writer only infers mixed methods may not be appropriate for managerial
research, as concise information is necessary for the discipline, he does not go into detail as to
why the method is inappropriate; only administrative researchers need accurate conclusions.
Also, the author does not broach the matter of the research question, which is ubiquitous in
most of the research I read regarding the issue of the impetus for the selection of the research
methodology and design.
Application
The research could be beneficial to my doctoral study. The author claims mixed
methods may be inappropriate for managerial studies. Therefore, the nature of the study
section may benefit from the author's analysis, as for why a mixed method is inappropriate for
administrative research.

39. Annotated Bibliography
VanScoy, A., & Evenstad, S.E. (2015). Interpretive phenomenological analysis for LIS research. Journal of
Documentation, 71(2), 338-357. doi:10.1108/JD-09-2013-0118
Summary
VanScoy is a faculty member at the University of Buffalo in New York, and Evenstad is on the faculty at the
University of Nice Sophia Antipolis in France. The authors presented the results of a phenomenological
study of interpretive phenomenological analysis of the library and information science community. The
authors examined two interpretive phenomenological analysis studies to highlight the application of the
interpretive phenomenological analysis method. The authors found the interpretive phenomenological
analysis method was an effective method for exploring the experiences of information science professionals
and for studying library professionals and communication technology workers.
Critical Analysis
VanScoy and Evenstad (2015) presented a narrative review of existing scholarly and historical literature
about interpretive phenomenological analysis in the context of library and information science research. The
authors highlighted the phenomenological approach as a contextual and philosophical background for
interpretive phenomenological analysis. The authors applied the interpretive phenomenological analysis
approach to two library and information service studies to examine the participant’s experiences related to
employee burnout. The authors used semi-structured interviews to collect data from participants and
analyzed themes that resulted from the interviews. The findings of both studies determined interpretive
phenomenological analysis was an effective method for exploring the phenomenon the authors were
examining.
Application
The authors’ study has added to the existing literature about phenomenology in the context of a library and
information science environment. At the time of the article’s publication, only a few library and information
science studies had been conducted using interpretive phenomenological analysis. The article presented
information from two studies, which had been conducted by the authors. The possibility for bias exists as a
result. The research presented in this article will contribute to my doctoral study as foundational information
about phenomenology and will directly contribute to my nature of the study section.