STRAMA

Chapter 1
Report by: Bejaron, De guzman, Hermano, Lonoy,

Pancho, Rapay, Sotto
RESEARCH DESIGN
 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. In simple words it is the
general plan of how you will go about your
research.
Qualitative and quantitative
research design
 Qualitative research design
- Qualitative research determines relationships between
collected data and observations based on mathematical
calculations. Theories related to a naturally existing
phenomenon can be proved or disproved using statistical
methods.
 Quantitative research design

- Quantitative research is for cases where statistical
conclusions to collect actionable insights are essential.
Numbers provide a better perspective to make critical
business decisions.
FIVE TYPES OF RESEARCH
DESIGN
 Descriptive research design
- in a descriptive design, a researcher is solely interested
in describing the situation or case under their research
study. It is a theory-based design method which is created
by gathering, analyzing, and presenting collected data.
This allows a researcher to provide insights into the
why and how of research. Descriptive design helps
others better understand the need for the research.
 Experimental research design

- Experimental research design establishes a relationship
between the cause and effect of a situation. It is a
causal design where one observes the impact caused by
the independent variable on the dependent variable.
FIVE TYPES OF RESEARCH
DESIGN
 Correlational design research
- This seeks to discover If two variables are associated or
related in some way, using statistical analysis, while
observing the variable.
 Diagnostic research design

- the researcher is looking to evaluate the underlying cause
of a specific topic or phenomenon. This method helps one
learn more about the factors that create troublesome
situations.
- Inception of the issue, Diagnosis of the issue, Solution for
the issue
 Explanatory research design

- Explanatory design uses a researcher’s ideas and thoughts
on a subject to further explore their theories. The research
explains unexplored aspects of a subject and details about
what, how, and why of research questions.
BUSINESS MODEL
CANVASS
 The Business Model Canvas (BMC) is a
strategic management tool to quickly and
easily define and communicate a business idea
or concept. It is a one page document which
works through the fundamental elements of a
business or product, structuring an idea in a
coherent way.
VALUE CHAIN ANALYSIS
 Value chain analysis is a strategy tool
used to analyze internal firm activities.
Its goal is to recognize, which activities
are the most valuable (i.e. are the source
of cost or differentiation advantage) to
the firm and which ones could be
improved to provide competitive
advantage.
EVALUATION OF MISSION
STATEMENTS
 Mission
- Mission Statement defines the company’s business, its
objectives and its approach to reach those objectives.
 The mission statement reflects every facet of your

business: the range and nature of the products you offer,
pricing, quality, service, marketplace position, growth
potential, use of technology, and your relationships with
your customers, employees, suppliers, competitors and
the community.
EVALUATION OF VISION
STATEMENTS
 Vision
—Vision Statement describes the desired
future position of the company.
 A vision statement is the anchor point of any

strategic plan. It outlines what an
organization would like to ultimately achieve
and gives purpose to the existence of the
organization.
ORGANIZATION
STRUCTURE
Organizational structure describes
the rules, roles and responsibilities
within an organization, things we
more commonly describe as the
organization's hierarchy.
Centralized vs. Decentralized
Organizational Structures
 Centralized structures  Decentralized structures
have linear hierarchies with give high levels of
a clear line of command autonomy, accountability
between superiors and and decision-making to
subordinates – such as every employee and team.
exists in the army, for
example. These structures
are typically shaped like a
pyramid.
4 types of Organizational
Structures
 Functional Structure
- Also known as the bureaucratic structure,
the functional structure breaks up the
company based on the specialization of its
workforce.
 Divisional Structure
- With a divisional structure, the company
breaks into distinct business sectors based
around a product, project or subsidiary it
operates, or around a product, project or
subsidiary it operates, or around a
geographic location.
4 types of Organizational
Structures
 Flatarchy Structure
- The flatarchy or team structure is a modern
invention that aims to address the failings of
the functional model.
 Matrix Structure
- Companies that adopt a matrix structure
group employees by both product and
function, or by region and product, or by
region and function and product.
STATISTICAL &
QUANTITATIVE TOOLS
 Statistics is the discipline that concerns the

collection, organization, analysis, interpretation and
presentation of data. Statistics deals with every
aspect of data, including the planning of data
collection in terms of the design of surveys and
experiments.
 Statistics Statistics is a general, broad term, so it's

natural that under that umbrella there exist a
number of different models.
Types of Statistics
 Mean
- A mean is the mathematical average of a group of two or
more numerals. The mean for a specified set of numbers
can be computed in multiple ways, including the
arithmetic mean, which shows how well a specific
commodity performs over time, and the geometric mean,
which shows the performance results of an investor’s
portfolio invested in that same commodity over the same
period.
 Regression Analysis Regression analysis determines the

extent to which specific factors such as interest rates,
the price of a product or service, or particular
industries or sectors influence the price fluctuations
of an asset. This is depicted in the form of a straight line
called linear regression.
Types of Statistics
 Skewnes
− Skewness describes the degree a set of data varies
from the standard distribution in a set of statistical
data. Most data sets, including commodity returns and
stock prices, have either positive skew, a curve skewed
toward the left of the data average, or negative skew,
a curve skewed toward the right of the data average.
 Kurtosis
− Kurtosis measures whether the data are light-tailed
(less outlier-prone) or heavy-tailed (more outlier-
prone) than the normal distribution. Data sets with
high kurtosis have heavy tails, or outliers, which
implies greater investment risk in the form of
occasional wild returns. Data sets with low kurtosis
have light tails, or lack of outliers, which implies
lesser investment risk.
TYPES OF STATISTICS
 Variance
- Variance is a measurement of the span of numbers
in a data set. The variance measures the distance
each number in the set is from the mean. Variance
can help determine the risk an investor might
accept when buying an investment.
QUANTITATIVE TOOLS
 Quantitative data are numerical, ordinal,
nominal. For example, surveys,
questionnaires, and evaluations that
include multiple choice items and ratings
(e.g., Likert scale) provide quantitative
data for analysis.
COMPETITORS ANALYSIS
 Competitive analysis is identifying your

competitors and evaluating their
strategies to determine their strengths
and weaknesses.

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Chapter 1

Report by: Bejaron, De guzman, Hermano, Lonoy,

 Quantitative research design

 Experimental research design

 Diagnostic research design

 Explanatory research design

 The mission statement reflects every facet of your

 A vision statement is the anchor point of any

 Statistics is the discipline that concerns the

 Statistics Statistics is a general, broad term, so it's

 Regression Analysis Regression analysis determines the

 Competitive analysis is identifying your

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