Research Design Definition A framework or blueprint for

Research Design

Definition • A framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure or solve research problem. • It includes the followings: 1. 2. 3. 4. 5. 6. Information needed Types of research design Measurement and scaling Questionnaire formation and data collection method Sampling Data Analysis

Classification of Research Designs • Degree of Research Question Crystallization – Exploratory and Formal Study • Method of Data Collection – monitoring and Communication Style • Researcher Control of Variables – experiment and ex post facto design • Purpose of the study – descriptive and causal • Time dimension – cross-sectional studies and Longitudinal Studies • Topical Scope – Statistical Studies and Case Studies • Research Environment – Field or Laboratory conditions and Simulations • Participants’ Perceptions

Types of Research Design Exploratory Conclusive Descriptive Cross. Sectional Single Causal Longitudinal Multiple

Exploratory Research Design • The basic objective is to provide insights into and comprehension of the problem situation confronting the researcher. • It is used in cases when the researcher must define the problem more precisely, identify relevant causes of action or gain additional insights before an approach can be developed. • It defines the followings: 1. 2. 3. 4. 5. 6. Problem definition Identify alternative courses of action Develop hypothesis Isolate key variables Developing an approach to the problem Establish priorities for further research

Qualitative Techniques are: • Survey of Experts • Experience Surveys – new comers, marginal individuals, individuals in transition, deviants and isolates, pure cases, those who fit well and those who do not, those who represent different positions • • Pilot Surveys / Focus Groups Secondary Data analysis Two-stage designs In-depth interviews Observations Projective techniques case studies

Descriptive Research Design • It has its major objective of the description of something – usually some characteristics or functions. • It is conducted for the following reasons: 1. To describe characteristics of the relevant groups, such as consumers, employees, investors, entrepreneurs, etc. 2. To estimate the percentage of units in a specified population exhibiting a certain behaviour. 3. To determine the perception of people towards something. 4. To determine the degree to which certain variables are associated. 5. To make specific predictions

Types of Descriptive Research • Cross-Sectional: It involves the collection of information from any given sample of population elements only once. • It has three types: 1. 2. 3. Single: Only one sample of respondents is drawn from the target population and information is obtained from this sample only once. Multiple: two or more samples of respondents are there and information from each sample is obtained only once. Cohort Analysis: Consists of series of surveys conducted at appropriate time intervals. The cohort refers to the group of respondents who experience the same event within the same time interval. For example, a birth cohort is a group of people who were borne during the same time interval such as 1951 through 1961.

Cont… • Longitudinal: It involves a fixed sample of population elements that is measured repeatedly. The sample remains the same over time, thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time.

Comparison of Cross-section and Longitudinal Research Design Criteria Cross-Sectional Detecting Change Large amount of Data Accuracy Representative + Sample Response Bias + Longitudinal + + + -

Difference between Exploratory and Conclusive Research Design Exploratory Conclusive Objective To provide insights and To test specific hypothesis understanding and examine relationship Characte Information is defined risitcs loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Findings Tentative Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Conclusive Outcome Followed by further Findings used as input into exploratory and conclusive decision making research

Causal Research Design • A type of conclusive research where the major objective is to obtain evidence regarding cause and effect relationship. • It is appropriate for the following purposes: 1. To understand which variables are the cause and which are effect. 2. To determine the nature of relationship between the causal variables and the effect to be predicted. • It requires a planned and structured design.

Causal Relationships • A symmetrical relationship is one in which two variables fluctuate together but we assume the changes in neither variable are due to changes in the other • A reciprocal relationship exists when two variables mutually influence or reinforce each other • Asymmetrical relationship postulates that changes in one variable are responsible for changes in another variable

Types of Asymmetrical Causal Relationships Relationship Type Nature of Relationship Examples Stimulus - An event or change results in a A price increase results in less Response response from some object sales Property - An existing property causes a Age and attitudes about risk Disposition disposition Disposition - A disposition causes a specific Job satisfaction Behavior behavior output Property Behavior - An existing property causes a Education and specific behavior evaluation patterns and work product

Comparison of all three types of Research Design Criteria Exploratory Objective Discover insights Causal and Describe characteristics functions Determine cause and or effect relationship Characteris Flexible, Versatile and Hypothesized, itcs tentative in nature preplanned structured Manipulation of one or and more independent variable and controlling other variables Methods ideas Descriptive Expert Surveys Pilot Surveys Secondary Data Qualitative Research Secondary Data Survey Panels Observational other Experiments and