Research Design

Research Design
A research design is a framework or blueprint for conducting the marketing research project It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems The arrangement of conditions for collection and analysis of data in a manner that aims to be relevant to the research purpose with economy in procedure The design helps a researcher to utilize available resources efficiently to achieve research objectives
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A Classification of Marketing Research Designs

Research Design

Exploratory Research Design

Conclusive Research Design

Descriptive Research
Cross-Sectional Design Single CrossSectional Design

Causal Research

Longitudinal Design

Multiple CrossSectional Design

Exploratory Differences
Objective:

&

Conclusive

Research
Conclusive

Exploratory
To provide insights and understanding Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative

To test specific hypotheses and examine relationships

Characteristics:

Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative

Findings/ Results: Outcome:

Tentative

Conclusive

Generally followed by further exploratory or conclusive research

Findings used as input into decision making

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A Comparison of Basic Research Designs

Exploratory
Objective: Discovery of ideas and insights

Descriptive
Describe market characteristics or functions Marked by the prior formulation of specific hypotheses

Causal
Determine cause and effect relationships Manipulation of independent variables, effect on dependent variables Control mediating variables Experiments

Characteristics:

Flexible, versatile

Often the front end of total research design

Methods: Expert surveys Pilot surveys Case studies Secondary data: qualitative analysis qualitative research

Preplanned and structured design

Secondary data: quantitative analysis Surveys Panels Observation and other data

Potential Sources of Error in Research Designs

Total Error

Random Sampling Error Response

Non-sampling Error

Error

Non-response Error

Researcher
Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error

Error

Interviewer Error

Respondent

Error

Respondent Selection Error Questioning Error Recording Error Cheating Error

Inability Error Unwillingness Error

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Uses of exploratory research

Formulate a problem or define a problem more precisely

Identify alternative courses of action

Develop hypotheses Isolate key examination variables and relationships for further

Gain insights for developing an approach to the problem Establish priorities for further research

Methods of exploratory research

Survey of experts
Pilot surveys Secondary data analyzed in a qualitative way Qualitative research

Use of descriptive research

To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas To estimate the percentage of units in a specified population exhibiting a certain behavior To determine the perceptions of product characteristics To determine the degree to which marketing variables are associated To make specific predictions

Methods of descriptive research

Secondary data analyzed in a quantitative, as opposed to a qualitative, manner

Surveys

Panels
Observational and other data

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Research Design - Concepts

Dependent and independent variables Continuous and discrete variables Extraneous variables Control Confounded relationship Research hypothesis Experimental and non experimental hypothesis testing research Experimental and control groups Treatments Experiment Experimental units
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