2. RESEARCH DESIGN: OUTLINE
Introduction
Classification
Exploratory Research Design
Descriptive Research Designs
Causal Research Designs
Comparison of various research designs
Causal Methods of Data Collection
3. WHAT IS RESEARCH DESIGN?
It means:
A framework or blueprint for
conducting marketing research
project.
study used as a guide in collecting
and analysing data.
A plan, structure and strategy of
investigation.
Major Components
Data Collection Design
Sampling Design
Instrument Development and Pilot
Testing
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PoojaLuniya(Asst.Prof)
4. RESEARCH DESIGN
Features / Components of a Research Design
Define the information needed
Design the exploratory, descriptive and / or causal phases of the
research
Specify the measurement and scaling procedures
Construct and pretest a questionnaire or an appropriate form of data
collection
Specify the sampling process and sample size
Develop a plan of data analysis
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7. EXPLORATORY RESEARCH
Concepts
Exploratory research studies are also termed
as Formulative research studies.
The main purpose of such studies is that of
formulating a problem for more precise
investigation or of developing the working
hypotheses from an operational point of
view.
Major emphasis is on the discovery of ideas
and insights.
Characteristics
Flexible and versatile as formal research
protocols and procedures are not employed.
Rarely involves structured questionnaires,
large samples, and probability sampling
plans.
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8. EXPLORATORY RESEARCH DESIGNS
Objectives
Formulate a problem or define a problem more
precisely
Identify alternative courses of action
Develop hypothesis
Isolate key variables and relationships for further
examination
Gain insights for developing an approach to the
problem
Establish priorities for further research
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9. EXPLORATORY RESEARCH DESIGN
METHODS
Survey of concerning literature
Studies of previous research, work already done, hypotheses already
tested
Experience surveys
Survey of people who have had practical experience with the problem to
be studied
Idea is to obtain insight into the relationship between variables and new
ideas relating to the research problem
Analysis of ‘insight-stimulating’ examples
Particularly suitable in areas where there is little experience to serve as a
guide
Intensive study of selected instances of the phenomenon of interest
Examination of existing records and unstructured interviewing
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12. DESCRIPTIVE RESEARCH DESIGN
Objectives
Describing the characteristics of relevant groups
Estimating percentage of units in a specified population exhibiting a
certain behavior
Determine the perceptions of product characteristics
Determine the degree of association among marketing variables
Making specific predictions
Characteristics
Assumes that the researcher has much prior knowledge about the
problem situation
Hypothesis is formed prior to research
Preplanned and structured
Findings are conclusive
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13. Information needed
Clearly defined
Data Collection
Through well defined surveys; Panels; Observational study; Examination
of records; Interviewing etc.
Sampling
Sample must be able to yield accurate information with a minimum
amount of research effort.
Probability sampling is used
Data Processing and Analysis
Data must be examined for completeness, comprehensibility, consistency
and reliability
Statistical operations on the data must be carried out
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14. DESCRIPTIVE RESEARCH
CLASSIFICATION
Cross-sectional
Single: Information is collected from a given sample of population only
once
Multiple: Information is drawn only once from two or more samples of
respondents
Cohort: Series of surveys conducted at appropriate time intervals
Longitudinal / Panel design
A fixed population is measured repeatedly on the same variable
The sample remains the same over time
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16. CAUSAL RESEARCH DESIGNS
OBJECTIVES
Objective
To obtain evidence of cause-and-effect relationships
To understand which variables are the cause and which variables are the
effect of a phenomena
To determine the nature of the relationship between the causal variables
and the effect to be predicted
Characteristics
Requires procedure to reduce bias and increase reliability such as
manipulation of an independent variables in a relatively controlled
environment (An environment where other variables that may effect the
dependent variable are controlled or checked as much as possible).
Main method is experimentation.
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17. CAUSAL RESEARCH DESIGNS
METHOD
Information needed
Clearly defined in the form of a hypothesis
Data Collection
Through experimentation, causal surveys.
Sampling
Sample must be able to yield accurate information with a minimum
amount of research effort
Statistical controls are used
Probability sampling is used
Data Processing and Analysis
Using advanced statistical analysis tools
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18. COMPARISON OF VARIOUS RESEARCH DESIGNS
Exploratory vs Conclusive
Exploratory, Descriptive and Causal Research Designs
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21. Causal research
Research design
in which the
major emphasis
is on determining
cause-and-eff ect
relationship
Exploratory
research
Design in which the
major emphasis is
on gaining ideas and
insights
Descriptive research
design are used to
describe the
characterstics of
certain groups such
as customers age
group, gender etc.
SUMMING UP….
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