research design
TRANSCRIPT
AA framework or blueprint for conducting framework or blueprint for conducting the M.R project. the M.R project.
Specifies the details of the procedures Specifies the details of the procedures necessary for obtaining information necessary for obtaining information needed to structure &/ or solve the M.R needed to structure &/ or solve the M.R problem.problem.
A research design lays the foundation A research design lays the foundation for conducting the research.for conducting the research.
Design the exploratory, descriptive &/ Design the exploratory, descriptive &/ or causal phases of the research.or causal phases of the research.
Define the information needed.Define the information needed. Specify the measurement & scaling Specify the measurement & scaling
procedures.procedures. Construct & pretest a questionnaire for Construct & pretest a questionnaire for
data collection.data collection. Specify the sampling process & sample Specify the sampling process & sample
size.size. Develop a plan of data analysis.Develop a plan of data analysis.
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Fig. 3.1
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
Objective:
Character-istics:
Findings/ Results:
Outcome:
To provide insights and understanding
Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative
Tentative
Generally followed by further exploratory or conclusive research
To test specific hypotheses and examine relationships
Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative
Conclusive
Findings used as input into decision making
Exploratory ConclusiveTable 3.1
Provides insights into & comprehension of Provides insights into & comprehension of the problem situation confronting the the problem situation confronting the researcher.researcher.
It is used when the problem is to be defined It is used when the problem is to be defined more precisely.more precisely.
The information needed at this stage is The information needed at this stage is loosely defined.loosely defined.
The research process is flexible & The research process is flexible & unstructured.unstructured.
Findings are tentative or as input to further Findings are tentative or as input to further research. research.
E.g.: P.I with industry experts.E.g.: P.I with industry experts.
Formulate a problem or define a Formulate a problem or define a problem more precisely.problem more precisely.
Identify alternative courses of action.Identify alternative courses of action. Develop hypotheses.Develop hypotheses.
Gain insights for developing an Gain insights for developing an approach to the problem.approach to the problem.
Establish priorities for further researchEstablish priorities for further research..
Survey of expertsSurvey of experts
Pilot surveysPilot surveys
Secondary data analyzed in a Secondary data analyzed in a qualitative way.qualitative way.
Qualitative Research Qualitative Research
EXAMPLE:EXAMPLE:
Waterpik TechnologiesWaterpik Technologies
It provides information that helps the It provides information that helps the executive make a rational decision.executive make a rational decision.
It is the research designed to assist the It is the research designed to assist the decision maker in determining, evaluating decision maker in determining, evaluating & selecting the best course of action to & selecting the best course of action to take in a given situation.take in a given situation.
Information needed is clearly defined.Information needed is clearly defined. Research process is formal & structured.Research process is formal & structured. Findings are used as input to decision Findings are used as input to decision
making.making. Types: Descriptive & Causal/ experimentalTypes: Descriptive & Causal/ experimental
A type of conclusive research that has as its A type of conclusive research that has as its major objective the description of something- major objective the description of something- usually market characteristics or functions.usually market characteristics or functions.
Reasons:Reasons:- To describe characteristics of relevant To describe characteristics of relevant
groups. e.g., profile of heavy usersgroups. e.g., profile of heavy users- To estimate a certain behavior in a specified To estimate a certain behavior in a specified
population. E.g., percentage of heavy userspopulation. E.g., percentage of heavy users- To determine the perception of product To determine the perception of product
characteristics.characteristics.- To make specific predictions. To make specific predictions. - To determine the degree to which marketing To determine the degree to which marketing
variables are associated. e.g., shopping and variables are associated. e.g., shopping and eating out.eating out.
Six W’sSix W’s
-who, what, when, where, why, -who, what, when, where, why, and way of the research.and way of the research.
Secondary data analyzed in a Secondary data analyzed in a quantitative way.quantitative way.
SurveysSurveys
PanelsPanels
Observational & other dataObservational & other data
1.Cross-sectional design1.Cross-sectional design: Research Design : Research Design involving the collection of information from any involving the collection of information from any given sample of population elements only once.given sample of population elements only once.
Single cross- sectional designSingle cross- sectional design: Only one sample : Only one sample of respondents is drawn from the target of respondents is drawn from the target population & information is obtained from this population & information is obtained from this sample only once.sample only once.
Multi cross- sectional designMulti cross- sectional design: A design in which : A design in which there are two or more samples of respondents, there are two or more samples of respondents, & information from each sample is obtained & information from each sample is obtained only once. only once.
Cohort analysis. E.g., consumption of soft Cohort analysis. E.g., consumption of soft drinks.drinks.
Sample Surveyed at T1
Sample Surveyed at T1
Same Sample also Surveyed at T2
T1 T2
Cross- Sectional Design
Longitudinal Design
Time
2. Longitudinal Designs: 2. Longitudinal Designs: A research design A research design involving a fixed sample of population involving a fixed sample of population elements that is measured repeatedly on elements that is measured repeatedly on the same variables.the same variables.
- The sample remains the same over time, The sample remains the same over time, thus providing a series of pictures which thus providing a series of pictures which when viewed together portray an when viewed together portray an illustration of the situation & the changes illustration of the situation & the changes that are taking place over timethat are taking place over time..
- panelpanel
Evaluation Criteria
Cross-Sectional Design
Longitudinal Design
Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias
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Note: A “+” indicates a relative advantage over the other design, whereas a “-” indicates a relative disadvantage.
Table 3.4
Brand Purchased Time Period
Period 1 Period 2Survey Survey
Brand A 200 200Brand B 300 300Brand C 500 500Total 1000 1000
Table 3.5
Brand Purchased in Period 1
Brand Purchased in Period 2
Brand A Brand B Brand C Total
Brand ABrand BBrand CTotal
100 25 75200
50100150300
50175275500
200 300 5001000
Table 3.6
A type of conclusive research where the A type of conclusive research where the major objective is to obtain evidence major objective is to obtain evidence regarding cause-and-effect (causal) regarding cause-and-effect (causal) relationship.relationship.
It requires a planned & structured design.It requires a planned & structured design. Purpose:Purpose:- To understand which variables are cause To understand which variables are cause
(independent variables) & which variables (independent variables) & which variables are the effect (dependent variables) of a are the effect (dependent variables) of a phenomenon.phenomenon.
- To determine the nature of the relationship To determine the nature of the relationship between the causal variables & the effect to between the causal variables & the effect to be predicted.be predicted.
Exploratory Exploratory ConclusiveConclusiveObjective Objective To provide insights and To provide insights and To test specific To test specific
hypothesis and hypothesis and understandingunderstandingexamine relationshipsexamine relationships
CharacteristicsCharacteristics Information needed is defined Information needed is defined Information needed is Information needed is clearly defined.clearly defined.
only loosely. Research process only loosely. Research process Research Research process is formal and process is formal and is flexible and unstructured. is flexible and unstructured. structured. Sample is large and structured. Sample is large and
Sample is small and non Sample is small and non representative. Data analysis is representative. Data analysis is representative. Analysis representative. Analysis quantitative. quantitative.
of primary data is qualitative. of primary data is qualitative.
Findings / ResultsFindings / Results TentativeTentative ConclusiveConclusive
OutcomeOutcome Generally followed by further Generally followed by further Findings used as Findings used as input into decisioninput into decision
exploratory or conclusive research.exploratory or conclusive research. making.making.
Exploratory Research
•Secondary Data Analysis
•Focus Groups
Conclusive Research•Descriptive/Causal
Conclusive Research•Descriptive/Causal
Exploratory Research
•Secondary Data Analysis
•Focus Groups
Conclusive Research•Descriptive/Causal
(a)
(b)
(c)
Surrogate Information Error
Measurement Error
Population Definition Error
Sampling Frame Error
Data Analysis Error
Respondent Selection Error
Questioning Error
Recording Error
Cheating Error
Inability Error
Unwillingness Error
Fig. 3.2 Total Error
Non-sampling Error
Random Sampling Error
Non-response Error
Response Error
Interviewer Error
Respondent Error
Researcher Error
The The total errortotal error is the variation between the true mean is the variation between the true mean value in the population of the variable of interest and the value in the population of the variable of interest and the observed mean value obtained in the marketing observed mean value obtained in the marketing research project. research project.
Random sampling errorRandom sampling error is the variation between the is the variation between the true mean value for the population and the true mean true mean value for the population and the true mean value for the original sample. value for the original sample.
Non-sampling errorsNon-sampling errors can be attributed to sources other can be attributed to sources other than sampling, and they may be random or nonrandom: than sampling, and they may be random or nonrandom: including errors in problem definition, approach, scales, including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data questionnaire design, interviewing methods, and data preparation and analysis. Non-sampling errors consist preparation and analysis. Non-sampling errors consist of non-response errors and response errors.of non-response errors and response errors.
Non-response errorNon-response error arises when some arises when some of the respondents included in the sample of the respondents included in the sample do not respond. do not respond.
Response errorResponse error arises when arises when respondents give inaccurate answers or respondents give inaccurate answers or their answers are misrecorded or their answers are misrecorded or misanalyzed.misanalyzed.
