Research design

BBA Vth Sem.

MARKETING RESEARCHTOPIC: RESEARCH DESIGN

Presented by: Ms. Pooja LuniyaAsst. Prof.

RESEARCH DESIGN: OUTLINE

Introduction Classification Exploratory Research Design Descriptive Research Designs Causal Research Designs Comparison of various research

designs Causal Methods of Data Collection

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Pooja Luniya (Asst.Prof)

WHAT IS RESEARCH DESIGN?It means:

A framework or blueprint for conducting marketing research project.

study used as a guide in collecting and analysing data.

A plan, structure and strategy of investigation.

Major Components Data Collection Design Sampling Design Instrument Development and

Pilot Testing

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RESEARCH DESIGN

Features / Components of a Research Design

Define the information needed Design the exploratory, descriptive and / or causal phases of

the research Specify the measurement and scaling procedures Construct and pretest a questionnaire or an appropriate form

of data collection Specify the sampling process and sample size Develop a plan of data analysis

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RESEARCH DESIGN CLASSIFICATIONResearch

Design

Exploratory Conclusive

Descriptive

Cross-Sectional

Single Cross-Sectional

Multiple Cross-Sectional

Longitudinal

Causal

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Exploratory Research Design

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EXPLORATORY RESEARCHConcepts

Exploratory research studies are also termed as Formulative research studies.

The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operational point of view.

Major emphasis is on the discovery of ideas and insights.

Characteristics

Flexible and versatile as formal research protocols and procedures are not employed.

Rarely involves structured questionnaires, large samples, and probability sampling plans.

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EXPLORATORY RESEARCH DESIGNS

Objectives

Formulate a problem or define a problem more precisely

Identify alternative courses of action Develop hypothesis Isolate key variables and relationships for

further examination Gain insights for developing an approach to

the problem Establish priorities for further research

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Pooja Luniya (Asst.Prof)EXPLORATORY RESEARCH DESIGNMETHODS Survey of concerning literature

Studies of previous research, work already done, hypotheses already tested

Experience surveys Survey of people who have had practical experience with the

problem to be studied Idea is to obtain insight into the relationship between variables

and new ideas relating to the research problem Analysis of ‘insight-stimulating’ examples

Particularly suitable in areas where there is little experience to serve as a guide

Intensive study of selected instances of the phenomenon of interest

Examination of existing records and unstructured interviewing

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Literature Survey

Depth Interviews

Focus Groups

Case Analysis

Exploratory Research Design

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Descriptive Research Design

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DESCRIPTIVE RESEARCH DESIGN Objectives

Describing the characteristics of relevant groups Estimating percentage of units in a specified population

exhibiting a certain behavior Determine the perceptions of product characteristics Determine the degree of association among marketing variables Making specific predictions

Characteristics Assumes that the researcher has much prior knowledge about

the problem situation Hypothesis is formed prior to research Preplanned and structured Findings are conclusive

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Information needed Clearly defined

Data Collection Through well defined surveys; Panels; Observational study;

Examination of records; Interviewing etc. Sampling

Sample must be able to yield accurate information with a minimum amount of research effort.

Probability sampling is used Data Processing and Analysis

Data must be examined for completeness, comprehensibility, consistency and reliability

Statistical operations on the data must be carried out

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Pooja Luniya (Asst.Prof)DESCRIPTIVE RESEARCHCLASSIFICATION Cross-sectional

Single: Information is collected from a given sample of population only once

Multiple: Information is drawn only once from two or more samples of respondents

Cohort: Series of surveys conducted at appropriate time intervals

Longitudinal / Panel design A fixed population is measured repeatedly on the same variable The sample remains the same over time

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Causal Research Design

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Pooja Luniya (Asst.Prof)CAUSAL RESEARCH DESIGNSOBJECTIVES Objective

To obtain evidence of cause-and-effect relationships To understand which variables are the cause and which variables

are the effect of a phenomena To determine the nature of the relationship between the causal

variables and the effect to be predicted Characteristics

Requires procedure to reduce bias and increase reliability such as manipulation of an independent variables in a relatively controlled environment (An environment where other variables that may effect the dependent variable are controlled or checked as much as possible).

Main method is experimentation.

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Pooja Luniya (Asst.Prof)CAUSAL RESEARCH DESIGNSMETHOD Information needed

Clearly defined in the form of a hypothesis Data Collection

Through experimentation, causal surveys. Sampling

Sample must be able to yield accurate information with a minimum amount of research effort

Statistical controls are used Probability sampling is used

Data Processing and Analysis Using advanced statistical analysis tools

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COMPARISON OF VARIOUS RESEARCH DESIGNS Exploratory vs Conclusive Exploratory, Descriptive and Causal Research

Designs

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Pooja Luniya (Asst.Prof)EXPLORATORY VS. CONCLUSIVE RESEARCH DESIGN

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Pooja Luniya (Asst.Prof)COMPARISON OF BASIC RESEARCH DESIGNS

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Causal researchResearch design

in which the major emphasis

is on determining cause-and-eff ect

relationship

Exploratory research

Design in which the major emphasis is

on gaining ideas and insights

Descriptive research design

are used to describe the

characterstics of certain groups

such as customers age

group, gender etc.

SUMMING UP….

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Questions or Doubts…????

Marketing

Research design