chap4_research design and implementation

7/24/2019 Chap4_Research Design and Implementation

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RESEARCH DESIGN& IMPLEMENTATION

CHAPTER 4

Aaker, D., & Kumar, V. (1998). Marketing research(6t


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LEARNING OBJECTIVES

Understand the definition and purpose of research desig

Be familiar with the different types of research designs

Identify the appropriate data collection method for a givresearch design

Describe and briefly discuss the various sources of errordesign

Describe the elements of a research proposal



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THE RESEARCH DESIGN PROCESS

(1) Preliminary

planning stage(2) Research Design (3) Im

Research purpose

Research objective

Estimate the value or

research information

Decision alternative

Problem or opportunity

Research user

Research questionResearch hypothesis

Research boundaries

Explore Describe Causal

Research Approach

Research Tactics Develop measures of interest

Construct questionnaire

Design experiments

Design sampling plan

Anticipate analysis

Choice of data collection method Secondary and standardize data

Qualitative methods

Survey

Experiment

Com

TiminAnt

Termin

Dat

Data c

Field w

Data p

Data a

Statis

Interp

C

ReAaker, D., & Kumar, V. (1998). Marketing research(6t


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Exploratory Research

Used when seeking

insightsinto the generalnature of a problem, the

possible decision

alternatives, and the

relevant variables that

need to be considered.

High flexible/ Un-structure

Hypothesis is extremely

tentative and provides at

best only a partial answer

to the research question

Descriptive Research

Provides an accurate

snapshot of someaspect of the market

environment

Hypotheses often will

exist, but they may be

tentative andspeculative.

Causal Rese

Used when it

necessary to one variable c

determinesth

other variable

Because the

requirements

causality are

demanding, t

questions and

hypotheses a

specific

TYPE OF RESEARCH



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EXPLORE DESCRIBE

Objectives WHYGet an in-depth

understanding, find new

and great ideas

HOW MUCH/ HOW

MANY

Quantify, describe, make

clusters

WHAT

Determ

relation

Characteristic Often at the beginning,flexible

Based on a set of

hypothesis

Structure design

Manipu

more v

Tools, methods Document retrievalExpert analysisInterview (individual and

collective)

Observation (participant

and non-participant)

Ethnographic surveys

Survey on secondarydata such as panels

Quantitative survey,

tracking

QuantitExperim

TYPE OF RESEARCH - COMPARISON



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EXAMPLE OF EXPLORATORY

Sourc


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EXAMPLE OF EXPLORATORY

Source


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75

91

57

71 68

Penetration

Frequency

Times/month

17.59

18.88

13.23

18.8916.42

TOTAL HCM Hanoi CT Male

N=1000 N=400 N=300 N=300 N=300

DRINKING COFFEE 3 IN PENETRATION AND FREQUENC

EXAMPLE OF DESCRIPTIVE

S


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S


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Many research studies use combination of all three research techni

Exploratory techniques - generate all possible reasons for a Descriptive and Causal approaches - narrow the possible ca

DETECTIVE FUNNEL



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The research designer has wide variety of methods to consider, eithe

combination

DATA COLLECTION METHODS

Secondary data already available. Included:- Existing company information system

- Databank of other organization

- Syndicated resources

- .

Primary data are collected especially to address a specific research obj

- Survey- Experiment

- Interview

- .



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BASIC CONTENT OF A RESEARCH PROPOSAL

Executive Summary

Research design

Research purpose

and objective

Time and Cost Estimates

Appendices

A brief overview of the contents of the

give the basic understanding of the

A description of management prodefining the information to be obtaine

research questions to be answ

Present the important features of th

Research Methodology

Data collection method

Research Area

Sample size

Target Respondent

Analysis Plan



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