Embed Size (px)
Citation preview
Definition
A research design is a blueprint or a framework for conducting the marketing research project.
The Research Process includes following phases: Defining the phases of research Define the information needed Specify the instrument and scaling procedure Construct and protest the questionnaire Specify the sampling process and sample size Develop a plan of data analysis
Research Design ClassificationResearch Design
Exploratory
Descriptive
Cross Sectional Design
Single Cross Sectional
Multiple Cross Sectional
Longitudinal Design
Causal
Conclusive
Exploratory Research It is used to provide insights and
understandings. Information needed is defined loosely. Flexible and unstructured. Primary data analysis is qualitative. Sample is small and non-
representative. Findings are tentative. Generally followed by further
exploratory and conclusive research.
Conclusive Research Used to test specific hypotheses and
examine relationships. Information needed is clearly defined. Formal and structured in nature. Sample is large and representative in
nature. Data analysis is quantitative in nature. Findings are conclusive. Findings used as an input to decision
making.
Descriptive Vs CausalDescriptive Causal
Describe market characteristics of functions
Determine cause and effect relationship.
Marked by the prior information or hypotheses.
Manipulation of one or more independent variables.
Preplanned and structured design. Control of other mediating variables.
Methods to conduct this research are•Secondary Data•Surveys•Panels•Observational and other data
Experiments are done to this research.
Cross-sectional Research
It involves the collection of information from population only once. It is of two types:
Single-Cross Sectional Multiple-Cross Sectional
In this type of research design only one sample of respondents is drawn from the target population and information is obtained only once.
Single Cross
Sectional
In this Design Style there are two or more samples of respondents and information from each sample is obtained only once.
Multiple Cross
Sectional
Longitudinal Design
It involves a fixed sample of population elements that is measured repeatedly on the same variables. The sample remains the same overtime, thus providing a series of pictures which when viewed together, portrayed a vivid illustration of the situation and the changes that are placing over time.
Potential Sources of ErrorTotal Error
Random Sampling error Non Sampling error
Response error
Researcher errorsSurrogate
Information
Measurement
Population
DefinitionSampling
Frame
Interviewer
errors
Respondent
Selection
Questioning
Recording
Cheating
Respondent errorsInability
Unwillingness
Non-Response error
References
Marketing Research/ Naresh K. Malhotra & Satyabhushan Dash/ Ch-3/ Pg-76
Don’t forget to rate the presentation.
Thank You
