Exploratory Research Design Week 02

W. Rofianto, ST, MSi

Research Design: DefinitionA 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.

Research Design

Define the Information Needed

Design the Exploratory, Descriptive, and/or Causal Phases of the Research

Specify the Measurement and Scaling Procedures

Construct a Questionnaire

Specify the Sampling Process and the Sample Size

Develop a Plan of Data Analysis

Tasks Involved In a Research Design

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Research Design

Conclusive Research Design

Exploratory Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

A Classification of Marketing Research Designs

Exploratory Descriptive CausalObjective Discovery of

ideas andinsights.

Describe marketcharacteristicsor functions.

Determinecause and effectrelationships.

Charac-ter-istics

Flexible. Versatile. Often the front end

of total research de-sign.

Marked by the prior formulation of specific hypotheses.

Preplanned and struc-tured design.

Manipulation of one or more independent variables.

Control of other mediat-ing variables.

Method Expert surveys. Pilot surveys. Case studies. Secondary data

(qualitative). Qualitative Re-

search.

Secondary data (quan-titative).

Surveys. Panels. Observational and

other data.

Experiments.

A Comparison of Basic Research Designs

Sample Surveyed at

T1

Sample Surveyed at T1

Same Sample also Surveyed

at T2

T1 T2

Cross-Sectional Design

Longitudinal Design

Time

Cross-sectional vs. Longitudinal

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)

Alternative Research Designs

Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error

Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error

Inability ErrorUnwillingness Error

Total Error

Non-sampling Error

Random Sampling Error

ResponseError

Non-response Error

Potential Sources of Error in Research Designs

InterviewerError

RespondentError

ResearcherError

Marketing Research Proposal Executive Summary

Background Problem Definition/Objectives of the Research Approach to the Problem Research Design Fieldwork/Data Collection Data Analysis Reporting Cost and Time Appendices

Research Proposal Outline

Survey Data Observational and Other Data

Experimental Data

Qualitative Data Quantitative Data

Descriptive Causal

Marketing Research Data

Secondary Data Primary Data

Exploratory Research Design : Qualitative Research

Qualitative Research Quantitative Re-search

Objective To gain a qualitative understand-ing of the underlying reasons and motivations

To quantify the data and general-ize the results from the sample to the population of interest

Sample Small number of non-representa-tive cases

Large number of representative cases

Data Collec-tion

Unstructured Structured

Data Analy-sis

Non-statistical Statistical

Outcome Develop an initial understanding Recommend a final course of ac-tion

Qualitative Vs. Quantitative Research

Association Techniques

Completion Techniques

Construction Techniques

Expressive Techniques

Indirect (Disguised)

Focus Groups Depth InterviewsProjective Techniques

Qualitative Research Procedures

A Classification of Qualitative Research Procedures

In projective techniques, respondents are asked to interpret the behavior of others in order to indirectly project their own

Direct (Non- disguised)

Analysis of Qualitative Data1)Data reduction – Select which aspects of the

data are to be emphasized, minimized, or set aside for the project at hand.

2)Data display – Develop a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix. The display helps to illuminate patterns and interrelationships in the data.

3)Conclusion drawing and verification – Considers the meaning of analyzed data and assess its implications for the research question at hand.

Qualitative Analysis

Assignment

Select an article of your interest from various online journals

Make a short report consist of :1. Purpose of the study2. Define the research model & Hypothesis3. Variable definition and operationalization4. Research finding5. Research Implication

Presentation material should be submitted on the day of the class meeting via rofi_anto@yahoo.com

At the following meeting, class participant should present their respective report