Presented byAbhishek rajput

137502

Research Design and its types

Contents

Research Design ( Introduction ) Qualities of good research Research Designs Types of research References

Research DesignAccording to Pauline V. Young, a research design is "the logical and systematic planning and directing a piece of research". A science of studying how research is done or should proceed scientifically, often influenced by disciplineA way to systematically solve the research problem by logically adopting various steps

Research Design1.A tentative outline(plan, blueprint & scheme) of

proposed research work for collection, measurement & analysis of data

2.A decision making process similar to building design; Decisions regarding what, where, when, how much & by what means concerning research

3.Logical & systematic planning & directing of the process of research

4. A journey with definite sequence of activities Where you want to go and why(what & why) Knowing the geography(scope) Resources (time, money & effort) required

RESEARCH DESIGN

A research design is a plan of actionResearch design is formulated depending on the objectives of the study. The objectives should be

SMARTSpecificMeasurableAchievableRealisticTime Bound

Benefits of Research Design Advancement of wealth of human knowledge ‘Tools of the trade’ to carry out research Develops a critical and scientific attitude,

disciplined thinking or a ‘bent of mind’ to observe objectively

Doing research is the best way to learn to read and think critically

Creates awareness of special needs of research process

RESEARCH DESIGN FACTORS

Expectations about the potential of the research to help in decision making, problem solving, policy makingObjectives of the studyAvailability of the data, especially primary dataAvailability of timeAvailability of manpowerAbility, skills, knowledge and technical background of the researcherFacilities available- computer and data processing system, office equipments like calculator, typewriter; transport facilities etcTools and techniques used for data collectionGeographical area covered

Significance of Research Design

1.Smooth & efficient sailing (sets boundaries & prevents blind search)

2.Yields maximum information (avoids collection of unnecessary data)

3.Costs least in terms of effort, time & money4.Maximizes reliability of results5.Helps organising ones ideas &broadens the mind6.Gives chance to foresee flaws & inadequacies While doing research7.Gives insight into world around you8.Provides opportunity to meet people9.Gives fun and reward, but at times, very tedious & monotonous

too

THE DESIGN DECISIONS

What is the study about? Problem Why the study is being made? Objectives/need Where will the study be carried out? Environment What type of data is required? Primary, Secondary Where can the required data be found? Target audience What will be the time period of study? Long, medium,

short- ( PhD, Dissertation, Market survey )

What will be the sample design? Probability, Non Probability

What techniques of data collection will be used? Questionnaire, interview, observation

How will the data be analyzed? Statistical Tools

In what style the report is presented? Research Project, Simple report

• There are three traditional basic research design• Exploratory• Descriptive• Causal

• The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.

• The overall research design for a project may include one or more of these three designs as part(s) of it.

Research Design

Research design types

Research design

conclusive

causal descriptive

Exploratory

exploratory

Exploratory research is most commonly unstructured, “informal” research that is undertaken to gain background information about the general nature of the research problem.conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information. Diagnose a situation, Screening of alternatives, Discover new ideaDesigned to generate basic knowledge, clarify relevant issues, find variables associated with a problem, know information needs.For example, just because we know that 3G phones exist, it doesn’t necessarily mean that we understand how they work. Exploratory research can help in this instance

Exploratory Research Design

A variety of methods are available to conduct exploratory research:

• Literature Search• Experience Surveys• Case Analysis• Focus Groups• Projective Techniques

Exploratory Research

Experience Surveys ( depth interviews)Talk to knowledgeable people about a particular

research problemUnstructured and informal interviewsFocus Groups8 to 10 people at one timeRelatively homogeneous groupsRelies on guide with plenty of time for interactionFind out how participants feel about a product,

concept, idea, organization, etc.How it fit into their livesTheir involvement with it

Analysis of Selected Cases Focus is on individual or small group Able to conduct a comprehensive analysis from a comparison of

cases Allows for identification of variables or phenomenon to be studied Time consuming Depth rather than breadth To explore issues (to probe deeply & analyze intensively) To gain holistic understanding provides frame of reference for a more quantitative analysis

(analytical studies, content analysis) A typology of observation studies Intensive study of related cases

or past activities Can help provide clues as to how other units or companies have

dealt with similar issues

Literature research Scanning of secondary data that will help defining

problems, suggest hypotheses and formulating variables. The literature referred are – industry journals, in-house

publications, professional journals, market research finding publications, statistical publications .

Projective Techniques Indirect means of questioning that enables a respondent

to project beliefs and feelings onto a third party or an inanimate object

Word association tests, sentence completion tests, role playing

Descriptive Research

Objective is to describe things, as the market potential for a product, demographics& attitude of consumers who buy the product.Describes data & characteristics about population or phenomenon being studied.Answers the questions who, what, when, where, why and how of the researchFrequently use pilot studies to test the data collection tool and analysis techniquesData collection often done through structured interviews or questionnairesDesigned to provide further insight into the research problem by describing the variables of interest. Can be used for profiling, defining, segmentation, estimating, predicting, and examining associative relationships.

Descriptive StudiesDescriptive

Studies

Consumer PerceptionAnd Behavior Studies

• Image

• Product Usage

• Advertising

• Pricing

Market Characteristic Studies

•Distribution

•Competitive Analysis

Figure 3.5 Major Types of Descriptive Studies

• Market Potential

• Market Share

• Sales Analysis

Sales Studies

CAUSAL STUDIES

Aim – to identify cause and effect relationship between variables.E.g. studying the effect of price, package, advertisement on the sales.

Causal Research DesignsAssociated variation

If X is supposed to cause Y, then the two variables must move together.

If one variable changes, we should observe a resulting change in the other.

Time order of occurrence If X is supposed to cause Y, then changes in X must precede

changes in Y.Elimination of other possible causes

If X causes Y, no other factor could have reasonably caused the change in Y at that moment.

Must hold all other variables constant.

Examples

Stimulus response relationship - product price lowering sales

impact of personal attributes(Age, sex, religion, family status) on (attitude, values etc.)

social class and family savings pattern and the purchasing patterns

Exploratory Research Descriptive Research Causal Research(Unaware of Problem) (Aware of Problem) (Problem Clearly

Defined)

“Our sales are declining and “What kind of people are buying “Will buyers purchase more of

we don’t know why.” our product? Who buys our our products in a new package? competitor’s product?”

“Would people be interested “Which of two advertising

in our new product idea?” “What features do buyers prefer campaigns is more effective?”

in our product?”

Research Objective Appropriate Design

To gain background information, to define terms, to clarify Exploratoryproblems and develop hypotheses, to establish research priorities, to develop questions to be answered

To describe and measure marketing phenomena at a point Descriptivein time

To determine causality, test hypotheses, to make “if-then” Causalstatements, to answer questions

Research design

Objective:

Characteristics:

Methods:

Discovery of ideas and insights

Flexible, versatile

Often the front end of total research design

Expert surveysPilot surveysSecondary dataQualitative research

Describe market characteristics or functions

Marked by the prior formulation of specific hypotheses

Preplanned and structured design

Secondary dataSurveysPanelsObservation and other data

Determine cause and effect relationships

Manipulation of one or more independent variables

Control of other mediating variables

Experiments

Exploratory Descriptive Causal

Classification of characteristics of Research Designs

Choosing the Right Design

Design type depends on research question: If research question asks for:discovery or clarification: use exploratory designdescription of quantities, amounts, or extent of variable relations: use descriptive designStatements on cause and effect: use causal design

Other factors that influence the design decision: Accessibly and quality of required data

Ethical questions Time, cost, and researchers experience

 TYPES OF RESEARCH DESIGN

Experimental research/ Empirical

The researcher attempts to control the variable of the study.This design is appropriate when one wishes to discover whether certain variables affect other variables.Relies on experience or observationCapable of being verified by observation or experimentExperimenter has control over variablesRelies on experience or observationCapable of being verified by observation or experimentExperimenter has control over variables

 

ExamplesMarket test (test marketing)Advertising response (recall, affect, attitude toward ad elements)Promotional design (consumer response to promotional deals, incentives, tie-insStore layout and designProduct positioning Color tracking and package design

Survey researchOne of the most popular method is survey research because study of attributes and variables in relation to the population is easier and accurate. Sample survey is done with the help of interviews, questionnaires and observation.

 Library researchBased on books, periodicals, journals, secondary data etc. Mainly compilation of information.

DESCRIPTIVE(EX-POST FACTO)Investigators have no control over the variables. They

can only report what is happened or what is happeningSurveys & fact-finding enquiriesState of affairs as it existsNo control over variablesTry to discover causes

APPLIED Finding a solution for an immediate problem & not

rigorous / flexible in application of the conditionse.g news correspondents, biography

ANALYTICAL The researcher uses facts or information already

available and analyses these to make a critical evaluation of the material.

eg case analysis, secondary data analysis (Balance Sheet)

FUNDAMENTAL( BASIC OR PURE) Concerned with generalizations & formulation

of theory Knowledge for knowledge’s sake (I.e., pure or

basic research Eg – research in physics, chemistry etc.

CONCEPTUALRelated to some abstract idea or theory (for

thinkers & philosophers)Relies on literature

CONTENT ANALYSIS is one such quantitative method –a multipurpose

method developed specifically for investigating a broad spectrum of problems in which the contents of communication serve as a basis of inference. Example: word usage rates, word counts, etc Correlation research

QUANTITATIVE

Measured & expressed in terms of quantityExpression of a property or quantity in numerical terms

Quantitative research helps:Precise measurementKnowing trends or changes overtimePossible to collect large amounts of dataBiases not as likelyData restricted to information available

Eg : analysis expressed in percentages, frequency etc.

QUALITATIVE

Involves quality or kindHelps in having insight into problems or casesImpossible to impose controlSubject pool often limited, not representativeSeen as more “subjective,” less preciseBeneficial only in terms of initial investigation to form hypothesisUsed mostly in behavioural studiesCan only be interpreted by experts

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