Research Design Shamindra Nath Sanyal 12/4/2018 SNS

Research Design A description of the method or procedure for collecting and analysing the needed information which addresses the research problem. Is basically a comprehensive master plan of the future research study, giving a general statement of the methods to be used. 12/4/2018 SNS

Research Design An effective research design is expected to furnish the following details: A statement of objective of the research project. A statement of data inputs necessary on the basis of which the research project needs to be undertaken. The analytical methods which will be used for data analysis. 12/4/2018 SNS

Three Types of Designs 1. Exploratory research 2. Descriptive research To develop hypotheses 2. Descriptive research To measure the level of a construct of interest at a particular point in time 3. Causal research To test relationships between two or more constructs 12/4/2018 SNS

Exploratory Research Unstructured Informal Usually conducted at the outset of the research project to gain background information 12/4/2018 SNS

Uses of Exploratory Research Gaining background information Giving the researcher a feel of the problem situation and familiarising him with problem Establishing research priorities Collecting information about possible problem to carry out the research 12/4/2018 SNS

Exploratory Research Methods Secondary data analysis (survey of existing literatures) Selected case analysis Focus groups (experts, consumers) Projective techniques 12/4/2018 SNS

Descriptive Research Provides answers to questions such as: who, what, where, when, and how as they are related to the research problem Primarily this type of design is used to facilitate description and decision building about population parameters and the relationships among two or more variables Description or decision building can be qualitative or quantitative 12/4/2018 SNS

Descriptive Research Focused on Consumer-profile studies Market-potential studies Product-usage studies Customer attitude surveys Price surveys Sales analysis Media research 12/4/2018 SNS

Descriptive Research For example: Who are the company’s/brand’s customers (i.e. target market)? What products/brands are purchased? How much? Where are the purchases made? Which store, location? When are the purchases made? How often? How are the customers using the product? 12/4/2018 SNS

Uses of Descriptive Research Describing the characteristics of certain groups of interest to the company (e.g. customers, prospects, target market for communication etc.) Estimating the proportion of people in a given population who behave in a certain way Making predictions for specific future periods Developing decisions whether certain variables are associated 12/4/2018 SNS

Descriptive Research Methods Cross-sectional Longitudinal or Panel research 12/4/2018 SNS

Cross Sectional Design Measures a population at a given point of time, provides a picture of the situation. Sample surveys (using a large representative sample) are the most common form of cross-sectional design. 12/4/2018 SNS

Longitudinal or Panel Research Involve the periodical information collection from a fixed panel of respondents. Involves repeated measurements of the same variables, i.e. questions remain same. Omnibus panel - questions differ. 12/4/2018 SNS

Causal Research Attempts to specify the nature of the functional relationship between two or more variables in the problem model (Tull and Hawkins, 2003). Three types of evidence are used to infer about causation Concomitant variation Sequence of occurrence Absence of other potential causal factors 12/4/2018 SNS

Experiments The researchers manipulate an independent variable to see how it affects a dependent variable, while controlling the effects of additional extraneous variables. Two types of experimental research Laboratory experiments Field experiments 12/4/2018 SNS

Laboratory Experiments Manipulation of the independent variables in an artificial situation Basic design consider effect of only one independent variable Statistical designs consider the effect of more than one independent variable Used to achieve high internal validity 12/4/2018 SNS

Field Experiments Manipulation of the independent variables in a natural situation Basic design consider effect of only one independent variable Statistical designs consider the effect of more than one independent variable Used to achieve high external validity Expensive and time consuming Extraneous variables are difficult to control 12/4/2018 SNS

Validity of Experiments Internal validity The extent to which the change in the dependent variable is actually due to the independent variable, i.e. no other plausible cause of the observed results exist except those tested. External validity The extent to which the results are generalized to the “real world”. 12/4/2018 SNS

Data Collection and Measurement 12/4/2018 SNS

Data: Definition Information expressed in appropriate quantitative form are known as data. 12/4/2018 SNS

Types of Data Primary Data: Collected afresh and for the first time, and thus happen to be original in character. Such data are published by authorities who themselves are responsible for their collection. Secondary Data: Those which have already been collected by some other agency and which have already been processed. 12/4/2018 SNS

Methods of Collecting Primary Data Observation Method Questionnaire Method Mailed Questionnaire Method Telephone Interview 12/4/2018 SNS

Preferred Data Collection Methods Funds Time Type of Data Personal Interview Mail Telephone Restricted Few Items X Much Information Ample 12/4/2018 SNS

Secondary Data Sources Internal: Company data, reports, marketing information system, people. External: Libraries, government reports, research organisations, trade associations etc. 12/4/2018 SNS