Elements of research design

The research design should contain

the following elements
Title of the study
Introduction
Statement of the problem
Review of previous studies
Scope of the study
Objectives of the study
Hypothesis to be tested

Contd

Operational definition of concepts

Geographical area to be covered
Reference period
Methodology
Sampling
Tools for collection of data
Plan of analysis
Research report
Time schedule
Financial budget

Contd.
Title of the studyEnough information should be given in the title,
to identify the study. The researcher should
consider the following while selecting a title.
i) The title should be specific to the area of the
study.
ii) the title should indicate the topic of the
study.
iii) The language of the title should be
professional in nature but not dull.
iv) The title should be as brief as possible.

introduction
Under this heading a brief explanation of
the origin of the problem should be
given.
Statement of the problemAfter a brief introduction explaining the
origin of the problem, the researcher
should state the problem. While starting
the problem use of clear, simple and
concise statement is preferable.

Review of previous studies.

under this head the researcher presents what is so far
known about the problem under consideration.
a review of the various studies enables the researcher to
know the different areas covered by various studies, to
concentrate on the areas where littleresearch has been
carried out, to look into various merits and shortcoming
of certain studies already completed and to verify the
present findings with that of the previous ones.

Scope of the study

this heading gives an idea about the
extent of the study. the scope of the
study is dependent on several factors
such as the time and money
available with the investigator,
availability of the sample, cooperation of the respondents and the
like.

Objectives of the study

the task of the researcher is to lay down
the objectives precisely. the objectives
enlighten the researcher's own mind
and lead to more efficient enquiry.
once the objectives are settled the
study can be undertaken with required
accuracy and within the given
resources.
the objectives mentioned should be well
within the scope of the study.

Hypothesis to be tested
hypothesis is a proposition, condition
or principle which is assumed,
perhaps without belief in order to
draw logical conclusions.
hypotheses are formulated to explain
observed facts, conditions, or
behaviours and serve as aguide in
the research process.

operational defination of
concepts
all terms that might be ambiguous
should be clarified. a clear
understanding of the terms used in
the study is important.
it is necessary to identify and label
the variables.
Variables are things that change.

Variables.
The independent variable is the
variable that is purposely changed.
It is the manipulated variable.
The dependent variable changes in
response to the independent
variable. It is the responding
variable.

Geographical area to be
covered
under this head the area to be
covered by the study is mentioned.

Reference periodthe period of the study can be

mentioned under this heading.

Methodology
the researcher should first determine
the kind of information needed to
answer the research questions.
Secoundly he must know the sources
of data and finally he must know the
means by which he will gather
information which is known as
methodology.

Sampling
Sampling involves taking the portion of
population, making observation on this
smaller group and than generalizing the
finding to be applied to a large
population.
the small group that is observed is called
the sample and the large group is called
population, the sample is the population
of the population and it must be
representative of the population.

Tools for collection of data

the choice of method for collecting the
data is governed by the subject
matter, the unit of enquiry and the
scale of study.
A study of the behaviour of a group
would call for observational
techniques, for a simple enquiry
among the cross section of population,
a questionnaire is adequate.

Plan of analysis
once the data have been collected,
they must be reduced to meaningful
resultsby statistical analysis so that
the conclusion for generalization
drawn from them.
the researchre should describes how
he plans to organize the data. he
should decide statistical treatment.

Research Report
the results should be communicated. the
formate consists of three parts.
Part I- preliminary pages, which contain
title page, approval sheet, introduction,
table of content, list of tables,(if any) and
list of figures.
Part II-Body of the report, which covers
content chapter.
Part III- Supplementary pages which
include biblography appendix(if any) and
index (if any)

time schedule
the researcher has to work out a time schedule for
his research work. the time required includes the
following.
I time to be used for preparing the theoretical
background.
time to be used for preparing the data gathering
devices such as questionnaire, interview schedule,
record sheet.
II time to be used for data collections.
III time to be used for processing data.
IV time to be used for writing the report.
V time to be used for submitting the thesis.

Financial budjet
it is desirable to work out the budget
which gives an idea about the money
needed to complet the project.

Important concepts relating research

designing
Variable: variable is the quantity that
varies in the course of the research.
in other word variables can be
defined as a factor whose change or
difference we study.
Dependent Variables,
Independent Variables,
Extraneous Variables

Extraneous Variable
Extraneous(coming
from
outside,(not
relavent
to
the
matter
under
consideration) variables are all variables
other than the independent variables that
affect the response of the test units.
These variables can found the dependent
variable measure in a way that weakness
or invalidates the results of the experiment
extraneous variable include store size.
Store location, and competitive effort.

2. control
A good research must be able to control all
the
variables.This
requires
randomization(arrangement
of
observation) at all stages. This shall
ensure an adequate(having the resources
to meet a task) control
over the
dependent variable. Research should be
designed so as to minimize extraneous
independent variable. This would help the
researcher to have control over the study
under consideration.

Confounded relationship
Confounded(confusion
or
full
of
difficulty
by
many
conflicting
situations) relationship
when the dependent variable is not
free from the influence of extraneous
variable
(S),
the
realationship
between
the
dependent
and
independent variable is said to be
confounded
by
an
extraneous
variable (s).

Research Hypothesis
A tentative(under terms not final or
fully worked out) assumption which a
researcher wants to test for its
logical or empirical (derived from
experiment and observation rather
than theory)Consequences . Usually,
Research hypothesis consist of
atleast one independent and one
dependent variables.

Type I and Type II error:

Type I and Type II error: Type I error is an
error made in Rejecting the null(lacking
any legal or binding force)
hypothesis,when infact its true.Type II
error is an error made in excepting the
null hypothesis when infact it is untrue.
(Null=it is related to zero)
something of no value or no
importance.

Experiment
The process of Examining the truth or
otherwise of a Statistical hypothesis is
known as experiment . An experiment
is formed when the researcher
manipulates(influence or control) one
or more independent variables and
measures their effect on one or more
dependent variables while controlling
for the effect of extraneous variables.

Experiment and control

groups
an experiment group is a group under
consideration. Which is exposed to
some new or special condition, which
is not expected by the researchers.
When a group under consideration is
exposed to usual conditions is stated
as control group.

Treatments
The treatments conditions under which
experimental and control groups are
tested are referred to as treatments.

Experimental design
Experiments design is a set of
procedures specifying (1) The test
units and how these units are to be
divided ito homogenous subsamples,
(2)
what independent variables or
treatments are to be manipulated (3)
what dependent variables are to be
measured, and (4) how the extraneous
variable are to be controlled.

Test Units
test are individuals, organizatiuons, or
other entites whose response to the
independent variable or treatments is
being examined.
principals of experimental design:
There are 3 basic principals of
experimental design,
1. The principal of Replication.
2. The principal of randomization.
3. the principal of local control

The principal of replication

it suggests that the experiment should
be repeated
more than once. by doing so, the
statistical
accuracy
of
the
experiments
is
increased.
Experiments can be repeated with
different
subject
group
and
conditions

The principal of
randomization:

randomization is the basic method by which equivalence between

experimental and control group is determined. experimental and
control groups must be established so that they are
equal.randomization involves random assignment of test units to
experimental groups by using random numbers. Treatment conditions
are also randomly assigned to experimental groups. as a result of
random assignment , extraneous factors can be represented equally in
each treatment conditions. randomization is the preferred procedure
for ensuring the prior equality of experimental gropus , however
randomization may not be effective when the sample size is small b
coz randomization merely produces groups that are equal an average
it is possible to check whether randomization as been effective by
measuring deposable extraneous variables and comparing then across
experimental groups.

The principal of local control

this involves measuring the extraneous
variables and adjusting for their effects
through statistical analysis. more advanced
stalactical procedures. such as analysis of
variance ( ANOVA) are used for the purpose
in ANOVA effects of the extraneous variable
on the dependent variable are removed by
an adjustment of the dependent variables
mean value with in each treatment
condition according to this principal the
field should be divided into homogeneous
parts equal to number of treatment each
part is known as block.

Typs of reserach design

the mqrketing research designs are
classified on the basis of the fundamental
objective vof the reasearch the may be
exploratory or conclusive.
1. exploratory research
a. Search of secondery data or literature
search
b. survey of knowledgeble persons or
experiance survey
c. focus groups
d. case study

2. conclusive research
a. descriptive Research
b. Longitudinal study
c. cross sectional study
d. Experimentation
e. labroratory experiments
f. Field Experiment
g. Casual reserach

Exploratory(discovery) research
Design
Exploratory research(exploring in order to gain
information) Design Seeks to discover new
relationship between several facts. it discovers ideas
and insights(clear in deep). the researcher is
involved in investigating an area in which no
sufficient knowledge is available and no clear
hypotheses have been developed about the problem.
the major purpose of the exploratory research design
in the clear identification of problems segregating
from irrelevent variables and alternatives.

Contd...
Exploratory research reveals(make visible) the most
likely explanations of various problems associated
with a phenomenon(A remarkable developement).
for market research can be explore various
hypotheses(A proposal intended to explain certain
facts or observations) in each mix of the market,
viz., product, price, promotion and distribution.
the exploratory study may be used to clarify
concepts and the causes of problems.
it generates information about the practical
possibilities of research. it used to increase the
analysis familiarity with the problem.

Literature research:Literature research is the discussion of existing data and

developments within a particular incidence or phenomena(A
remarkable developement).
It is aimed at,revealing(make-visible) shortcomings,
developments and ideas for future research in that field.
Literature research usually shows the advancement of
findings throughout time.
Experiance-survey:(Experience Surveys) Discussions with knowledgeable
individuals, both inside and outside the organization, who
may provide insights into the deep information about the
survey.

focus groups:A focus group is a form of qualitative(involving comparisons

based on qualities) research in which a group of people are
asked about their perceptions, opinions, beliefs, and
attitudes towards a product, service, concept, advertisement,
idea, or packaging.
Questions are asked in an interactive group setting where
participants are free to talk with other group members.
Focus groups were originally called "focused interviews" or
"group depth interviews".

 case study:A process or record of research in which detailed

consideration is given to the development of a
particular matter over a period of time.
A particular instance of something used or analyzed to
illustrate a principle.
survey of experts:Discussion with the decision maker and expert helps
researcher in identifying problems. these experts
may be found both inside and outside the firm.

pilot study
A pilot study is a small scale experiment or set of observation
undertaken to decide how and wheather to launch a full
scale poject. the pilot study is a dress rehearsal and it
provides guidence on the following.
1. the adequacy(the quality of being sufficient for the end in
view) of the sampling frame to be followed for the survey.
2. the pilot study enables the researcher to acquire prior
3. knowledge about the population to be sampled.
4. the suitable method of collecting the data from the
alternative methods such as observation

Contd..
5. the pilot study provides training to
the interviewers.
QUESTIONNAIRE AND INTERVIEW
SCHEDULE CAN BE FOUND OUT
FROMTHEPILOT STUDY.

Categories of pilot studies

The categories of pilot studies are based on the purpose they
serve;
1. testing the quality of the mailing list.(a list of names and
addresses)
2. checking the percentage of returns.
3.checking on how well questions are undrstood and answerd.
4. checking the usefulness of information received.
5. checking or even establishing a cost estimate.

Basic principals
1. each pilot study has to be conducted among a
random sample of the universe surveyed. a
blased sample as regards geographic
division,sex, age or any other criterion would be
wrong.
2. the numbers of questionnaire to be mailed in a
test study should be large enough as to make
the results meaningful for the purpose of the
test.
3. we must not try to measure more than one
variable at a time.

Pilot studies are worth doing

pilot studies are sometimes omitted(The term
omitted means prevented from being included or
accepted, or considered). bcoz of time and cost
considerations. a little advance planning can
reduce both the time and cost needed for testing. if
the questionnaire is carefully constructed, the
results of the test will not include the need for any
major change.
it is obvous that pilot studies can guide the
researcher and they considerably improve the
quality of his research. once the pilot study is over,
the research worker should ask himself whether
the study needs any modification either in the
objective of the study or in the scope of the study.

Pre testing
an exam taken before the exam that counts.
it's for practice
Pre testing helps in enriching(make better or
improve in quality) the design of the
questonnaire and assists in testing the
validity and reliability of statistical techniques
to be adopted. all aspects including layout,
question sequence word meaning, question
difficulty, branching instructions and so on
should be part of the pretest.

Conclusive research
Conclusive research involves the use of
highly structured techniques (such as
questionnaires with closed questions)
conclusive research is meant to provide
information that is useful in reaching
conclusions or decision-making. It tends
to be quantitative in nature, that is to say
in the form of numbers that can be
quantified and summarized.

Contd....
The purpose of conclusive research is to provide
a reliable or representative picture of the
population through the use of a valid research
instrument. In the case of formal research, it
will also test hypothesis.
Conclusive research can be sub-divided into two
major categories:

1. Descriptive or statistical research, and

2.

Causal research

What is Descriptive
Research?
Descriptive research, used often in
social sciences and market research,
is the study of how a particular
group, person, or thing behaves.
Observations are noted without
influence

Descriptive research design

Descriptive research design is a type of
research method that is used when one
wants to get information on the current
status of a person or an object. It is used
to describe what is in existence in respect
to conditions or variables that are found
in a given situation.

Descriptive research design

much of the marketing research is concerned
with the description of the phenomenon say
for example marketing mix, market performance
research, promotion research , promotion
research, distribution research, pricing research
and competition research are based on the
descriptive research design.
These studies often describe the relationship
between two or more variables. the relationship
between the variables may be used for
prediction purposes. descriptive design can be a
sound basis for making predictions pertaining to
specific marketing problems,although it does not
explain the nture of the relationship involved.