Basic Research Design and description

1. Basic Research
Design
DR. BINOD SINHA
PROFESSOR OF MARKETING
BIMM PUNE
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2. Basic Research
Design
5TH JAN ,2018

4. Exploratory
Design
WHEN TO DO
1. INFORMATION IS INSUFFICIENT.
2. DARK/BLANK IN SAYING ANY THING
3. SEARCHING FOR NEW ONE

5. The primary objective of research
design is the provision of insights
into and understanding of the
problem confronting the researcher.

6. Descriptive
Research
A TYPE OF CONCLUSIVE RESEARCH THAT HAS
MAJOR OBJECTIVE FOR DESCRIPTION OF
SOMETHINGS.

7. Survey
PRE DESIGNED QUESTIONNAIRE.

8. Difference between
exploratory and
Conclusive
1 . T O P R O V I D E I N S I G H T AN D U N D E R S T AN D I N G
2 . I N F O R M AT I O N N E E D E D D E F I N E D L O O S E L Y
3 . R E S E AR C H P R O C E S S I S U N S T R U C T U R E D AN D F L E X I B L E
4 . D AT A AN A L Y S I S I S Q U AL I T A T I V E
5 . F I N D I N G AR E U S E D F O R C O N C L U S I V E R E S E AR C H

9. Observation
RECORDING OF PEOPLE’S BEHAVIOR WITHOUT
ASKING ANYTHING.

10. Cross sectional
design
INVOLVING A COLLECTION OF INFORMATION
FROM ANY GIVEN SAMPLE OF POPULATION
ELEMENTS ONLY ONCE.

11. Longitudinal
Design
FIXED SAMPLE REPEATEDLY

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13. Primary and Secondary Data ,Secondary data Classification
,evaluation and types; Syndicated Data and its role; Syndicated
Data for customer and Institutional
SESSION NO.05
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15. Primary Data
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16. Primary Data
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17. Primary Data
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18. Primary Data
First hand data
Data originated by researchers for specific purpose of addressing the
marketing research problem.
High collection COST
High collection time
For the problem at hand
Very involved
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19. Secondary Data
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20. Secondary Data
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25. Secondary Data
Second hand data
Already available
Relatively low cost
Short collection time
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26. Secondary data
Purpose -----for other problem
Lay foundation for conducting formal research
Valuable insight for conducting research
Limited applicability for current problem.
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27. Evaluate Secondary data
Specification ----Methods used for collecting data
Error---Accuracy of data
Currency ----When the data was collected
Objective ----Purpose of study
Nature –The content of data
Dependability – How dependable are the data
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28. Classification of secondary
data
Internal
External
Internal --------Customer database,crm and Database marketing
Data warehouse and mining
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29. External Secondary database
Business/Non Government data
Government Sources
Census Data
Other Govt. Resources
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30. The nature of Syndicated data
Special form of secondary data that are meant for use by multiple
clients and it is available in form of subscriptions.
It is research that is independently conducted, published and sold by a
market research firm.
The market research firm leverages its industry expertise and
experience to determine the subject and scope of the study, including
the questions asked and the populations targeted, and offers its results
and analysis to multiple clients.
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31. Custom research and
syndicated research
Generally, market research firms offer their services in two forms:
custom research and syndicated research. The basic difference between
the two is who funds it and who has ownership of the data.
Custom research is specifically conducted for and funded by a single
client company, and the results are proprietary to the client; whereas
the data from syndicated studies is owned by the research firm.
One of the key benefits of syndicated research is cost efficiency.
Because the same research results are purchased by several companies,
the cost of performing the research is spread out among those
companies. Investing in syndicated research is an often a cost-effective
solution for firms seeking to gain valuable market insight.
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32. Benefits of syndicated
research
Providing a Representative Overview of the Market: While custom
research often focuses on a smaller subject/issue or population, good
syndicated research ensures a representative sample of the overall
market. It provides a clear representation of the players in the market,
whether they are customers, clients, or businesses. The sample should
be large enough and weighted appropriately to accurately provide
relevant and actionable intelligence.
Identifying Industry Trends: Because syndicated research is undertaken
on a large scale, it often provides a macro-level overview of the
issues facing a particular industry. Syndicated research is useful for
organizations looking to understand the market landscape and their
position in it, as well as those looking to gain a jump-start on issues
likely to affect the industry in the future.
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33. Benefits of syndicated
research
Measuring Brand Awareness, Strength, and Perceptions: Similarly, this
market overview perspective allows multiple companies who invest in
syndicated research to see how their brands and product offerings are
viewed among customers and potential customers compared to those
of their competitors.
Offering Competitive Intelligence. By offering insights on macro-level
industry trends as well as a detailed understanding of specific issues
within an industry or market, syndicated research can be a valuable
source for competitive intelligence professionals seeking to gain
information on how best to position their companies in a competitive
market.
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34. Syndicated Services for
consumer data
Periodic survey
Panel Survey
Psychographics and Life style survey
Advertising evaluation survey
General survey
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35. Purchase and media panel
Purchase panel
Media Panel
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36. Panel Survey
In a panel survey, repeated observations are derived by following a
sample of persons (a panel) over time and by collecting data from a
sequence of interviews (or waves). These interviews are conducted at
usually fixed occasions that in most cases are regularly spaced.
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37. Psychographics and Lifestyle
surveyPsychographics focus on the more intangible aspects of a population —
lifestyle, personality, opinions, values and cultural touchstones.
Categorizing the population on these parameters can be useful in
making sense of a study and gleaning insights for social and economic
decision making.
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38. Copy Testing: Copy testing is the study of
advertising (print, T.V., radio, billboards, Internet,
etc.) prior to launching it. No one knows how the
target audience will respond to a given ad. Copy
test helps take the guesswork out of advertising. It
predicts how effectively an ad will perform, based
on the analysis of feedback gathered from the
target audience. Each test will either qualify the ad
as strong enough to meet company action
standards for airing or identity opportunities to
improve the performance of the ad.
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39. Concept Pre-Testing: Concept pre-testing provides information at the
earliest possible stage in the development of an advertising campaign
before investing huge amount. Concept pre-testing could be of any
element like body copy, headlines, themes, colors; graphics.
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40. Consumer Jury: Advertisers use a test audience called a consumer jury
of potential buyer to test the advertised product known as jurors.
Consumer juries may be asked to rate a selection of layouts or copy
versions presented in paste-ups on separate sheets. Viewers are asked
to evaluate ads and give their reactions when two or more ads are
tested, viewers are asked to rate or rank them according to their
preferences.
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41. EECTRONIC SCANNER DATA
SERVICES
Electronic scanner services are data-collection systems that capture
brand sales information from scanner systems at retail store checkouts
and sell that information to brand manufacturers and retailers. The
retail scanner systems read the universal product codes (barcodes) on
each item purchased and tabulate information on brand sales. The
electronic scanner services industry is dominated by AC Nielsen and
Information Resources Inc.
Both companies collect data from carefully selected samples of retail
store locations and conduct statistical analysis to estimate brand sales
at the account (retail chain) and market levels.
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42. How they do
We’ve developed standards for measurement in every area in which we
work. Some methods are driven by electronic meters that measure
audience engagement, while our more than 250,000 household
panelists across 25 countries use in-home scanners to record their
purchases from each shopping trip.
And the scanner-based sales and causal information we gather each
week from thousands of retail outlets helps identify the “why” as well
as the “what” behind consumer product purchases.
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43. How they do
Across continents and industries, Nielsen measures activity and
engagement at every consumer touch point—from TV screens to
smartphones, from viral videos to shopping carts.
Nielsen’s distinguishing attribute—the ability to illuminate deep
consumer insights for faster, smarter, better decisions to help your
business grow.
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44. Nielson
Nielsen is uniquely positioned to deliver local and global insights into
consumer behavior and product sales across categories in nearly 100
countries. Nielsen’s powerful combination of deep data and insights
arms clients with actionable intelligence for their business planning. Our
tools provide clients with timely, flexible analytics, presenting a holistic
view of the marketplace.
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45. Electronic Scanner Services
Volume Tracking data
Scanner Pannel Data
Scanner Panel with Cable TV
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46. Syndicated Services for
institutional data
Retailers and wholesaler audit
Industry services
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47. Model Questions
Q1.Explain Basic research design and its importance. How these research
design are different from one other? Write suitable examples of
exploratory and conclusive research design.
OR Explain Exploratory, Descriptive and Causal Research design in detail.

48. Q2. Differentiate Primary and Secondary data. How secondary data will
be evaluated? Discuss classification of secondary data.
Or, Explain internal and external source of secondary data. Give some
insights on syndicated data.

49. Short Essay Questions
a) Marketing Research and Social Media
b)Syndicated services for customer and institutional data

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51. Survey Methods
Telephone Personal Electronic
Traditional
Telephone
Computer-Assisted
Telephone Interviewing
Mall Intercept
In-Home
E-Mail
Internet
Computer-Assisted
Personal Interviewing
Mail
Mail Panel
Mail/Fax
Interview
Classification of Survey Methods

52. Quantitative Research
SURVEY
Information obtained by
Questioning Respondents.
Respondents are asked variety of
questions regarding their behavior,
Attitude, awareness,
motivation, Demography and Life
style characteristics.
Questioning is structured.
Most popular methods of data
collection.
OBSERVATION
Information obtained by Observing
Behavior.
Observation includes recording of
behavioral pattern of people as
well as data on object and events
in a systematic manner to obtain
information about phenomenon of
interest. The observer does not
questions or communicate with
people being observed.

53. Survey Methods
TELEPHONIC
Traditional Telephone
CATI
PERSONAL
In Home
Mall Intercept
CAPI

54. MAIL
Mail/Fax interview
Mail Panel
ELECTRONICS
E mail
Internet

55. Telephonic
TRADITIONAL
Phoning a sample of respondents
and asking them a series of
questions. The interviewer uses a
proper questionnaire and record
the responses with pencil.
It can be conducted from centrally
located research Facility.
CATI
CATI uses a computerized
questionnaire administrated to
respondents over phone.

56. Telephonic Interview
ADVANTAGES
Cost effective
DISADVANTAGES
No face to face interaction

57. Personal
IN HOME
Respondents are interviewed face to
face in their home.
Today generally it is not used.
It enables the interviewer to show
stimuli and provide clarification to the
respondent,thus allowing for complex
question in the questionnaire.
Large Quantity of data can be collected
because the respondents because the
respondents are interviewed in their
own homes.
MALL INTERCEPT
Respondents are approached and
interviewed in shopping malls. The
process involves stopping the
shoppers ,screening them for
appropriateness and either
administrating the survey on the
spot or inviting them to research
facility located in the mall to
complete the interview.
It is especially recommended when
responded need to see, handle or
consume the product before they
can provide meaningful information.

58. CAPI

59. COMPUTER ASSISTED PERSONAL
INTERVIEW
Respondent sheet in front of
computer terminal and answer a
questionnaire on the screen.
DISADVANTAGES
High cost,moderate quantity of
data and High social desirability

60. Mail
MAIL INTERVIEW
COLD SURVEY INTERVIEW
No verbal interaction between
respondents and researchers
Cover letter, Courier,
Questionnaire
Fax Survey
MAIL PANEL
Mail panel consists of large and
nationally representative sample of
individual who have agreed to
participate in periodic survey
research. Incentives in forms of gift
and award . Detailed demographic
and lifestyle data are collected on
each house hold. Researcher uses
this information to select targeted
within panel based on client needs.
This form longitudinal design of
study.

61. Electronic
E MAIL INTERNET

62. Relative Advantages
TELEPHONE
Fast
Moderate Cost
?
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IN HOME
Complex Questions can be asked
Very good Response Rate

63. Response Rate ?
Prior notification
Incentives-----monetary ------non monetary
Monetary ------ Pre paid -----Post Paid
Follow up
Other fascilitators

64. Observation methods
PERSONAL OBSERVATION MECHANICAL OBSERVATION

65. Relative Advantages
MAIL
Good response Rate
CAPI
?
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????

67. Personal In Home
Interview
IT ENABLES THE INTERVIEWER TO SHOW STIMULI
AND PROVIDE CLARIFICATION TO THE
RESPONDENTS.

68. and consume the
products before
they can give
meaningful
information.
??????

69. ???????
Questionnaire is administrated to the respondents by the Computer.

70. Mail Methods
Mail Interview
Mail panel

71. Electronic Methods
E mail survey
Internet Survey

72. Observation Methods
PERSONAL OBSERVATION MECHANICAL OBSERVATION

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74. Thanks.
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