The research process András István Kun

Different disciplines Research methodology is a supporting subject Different disciplines have different paradigms Only the substance of research is similar

The „research journey” (I) Deciding what (II) Planning how (III) Actually doing

Difference between qualitative and quantitative research Qualitative: –Empiricist (sensation) –Flexible/open/unstructured –To describe variation, situation, issue… –Fewer cases –Wider focus (multiple issues) –To explore –Narrative Quantitative: –Rationalism (reason) –Rigid/predetermined/structured –Quantification –Greater sample –Narrow focus –To explain –Statistical methods, analytical

A Classification of Marketing Research Designs Single Cross- Sectional Design Multiple Cross- Sectional Design Fig. 3.1 Research Design Conclusive Research Design Exploratory Research Design Descriptive Research Causal Research Cross-Sectional Design Longitudinal Design

Exploratory & Conclusive Research Differences Objective: Character- istics: Findings /Results: Outcome: 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. Tentative. Generally followed by further exploratory or conclusive research. To test specific hypotheses and examine relationships. Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative. Conclusive. Findings used as input into decision making. ExploratoryConclusive Table 3.1

Objective: Characteristics: Methods: A Comparison of Basic Research Designs Discovery of ideas and insights Flexible, versatile Often the front end of total research design Expert surveys Pilot surveys Secondary data Qualitative research Describe market characteristics or functions Marked by the prior formulation of specific hypotheses Preplanned and structured design Secondary data Surveys Panels Observation and other data Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments ExploratoryDescriptive Causal Table 3.2

An 8 step model of research processes 1.Formulating the research problem (specification) 2.Conceptualising 1.(valid, workable, managable) 3.Constructing an instrument for data collection 4.Selecting a sample (sampling) 5.Writing a research proposal 6.Collecting data 7.Processing data 8.Writing a report

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