RESEARCH DESIGN A research design is the basic

RESEARCH DESIGN A research design is the basic plan which guides the data collection and analysis of the research project Research design constitutes the blueprint for the collection, measurement, and analysis of data Research design is the plan, structure, and strategy of investigation conceived so as to obtain answers to research questions. A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy The main purpose of any design is to answer some specific research question utilizing well-developed Principles of Scientific inquiry. 9/21/2021 owinojoseph@gmail. com 1

Classifications of Designs There a number of different design approaches, but unfortunately there is no simple classification system that is totally complete. Research design is a complex concept that may be viewed from at least seven (7) different perspectives: 1) Degree to which the research problem has been crystallized (the study may be either exploratory or formal) 2) The method of data collection (studies may be survey or observational) 3) The power of the researcher to affect the variables under study (Experimental or the ex-post facto designs) 9/21/2021 owinojoseph@gmail. com 2

Classification of Designs (Cont’d) 4) The purpose of the study (Descriptive or causal Designs) 5) The time dimension (research may be cross-sectional or longitudinal) 6) The topical scope - breadth and depth of the study (a case study or statistical study) 7) The research environment (field setting or laboratory research) 9/21/2021 owinojoseph@gmail. com 3

A Classification of Market Research Designs Research Design Exploratory Research Secondary Data Conclusive Research Experience Surveys Pilot Studies Case Studies See next slide 9/21/2021 owinojoseph@gmail. com 4

A Classification of Market Research Designs Research Design Exploratory Research Conclusive Research See previous slide Cross-sectional Study Descriptive Design Longitudinal Study Causal Design Experiment Secondary Data Study 9/21/2021 Survey owinojoseph@gmail. com Observation 5

EXPLORATORY RESEARCH DESIGNS Exploration should generally be the first major study in research. Exploration serves several purposes: a) Helps researcher to better understand the problem at hand. b) The researcher may explore to be sure that it is practical to do a study in the given area; clarifying concepts. c) Exploration may help the researcher to develop hypotheses. d) Establishing priorities for further research. Methods of Exploration • Literature Search (Secondary data analysis). • Experience Surveys. owinojoseph@gmail. com 9/21/2021 6

FORMAL STUDIES q. Formal studies are typically structured with clearly stated hypotheses or investigative questions. q. These studies serve a variety of research objectives, among which are: i. Descriptions of phenomena or characteristics associated with a subject population; ii. Estimates of the proportions of a population that have these characteristics. iii. Discovery of associations among different variables, iv. Discovery and measurement of cause - and effect relationships among variables. q. The first three objectives are normally associated with descriptive studies, while the 4 th calls for studies of causal 9/21/2021 owinojoseph@gmail. com 7 relationships.

1. DESCRIPTIVE STUDIES The objective in a descriptive study is to learn who, what, when, where, and how of a topic. The study may be simple or complex; it may be done in a laboratory or in the field. A descriptive study may be just as demanding of research skills as the more idealised causal study. 9/21/2021 owinojoseph@gmail. com 8

Common Studies • • • Characteristics of Descriptive Build on previous information Representative samples required Structured research plans Require substantial resources Conclusive findings 9/21/2021 owinojoseph@gmail. com 9

Major Types of Descriptive Studies Sales Studies • Market potential • Market share • Sales analysis 9/21/2021 Consumer Perception And Behavior Studies Market Characteristic Studies • Image Distribution • Product Usage Competitive analysis • Advertising • Pricing owinojoseph@gmail. com 10