19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Marketing Research Design: The Nuts and Bolts!!

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Overview Definition Components of RD Types Error

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Definition Research Design is a framework or blueprint for conducting the research Weve already specified the approach, RD specifies the details-the nuts and bolts!!

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Components of RD 1.Define the information needed 2.Do the design-exploratory?? causal?? 3.Specify the measurement and scale 4.Construct and pretest a questionnaire 5.Specify the sampling process and size 6.Develop a plan for data analysis

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Types of Design Two types: Exploratory/Conclusive Exploratory: to provide insights Conclusive: specific and structured –Descriptive: describe groups, estimate percentages, make predictions –Causal: understand cause (independent) and effect (dependent)

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Descriptive Design Mostly used in marketing and business Six Ws –Who: Who should we contact? –What: What information should be got? –When: When should we get it? –Where: Where to make the contact? –Why: Why are we getting this info? –Way: In what way are we going to get it?

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Types of Descriptive Design Methods used: –Secondary Data –Surveys/Interviews –Panels –Observation Cross Sectional: one sample only once Cohort: same group at intervals Longitudinal: same sample at intervals

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Sources of Error Random Sampling Error –Sample is not representative Non-sampling Error –Response Error Researchers: frame/measurement/popln defn Interviewers: respondent selection/cheating Respondents: inability/unwillingness –Non Response Error

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Budgets and Schedules Research should be completed –within time –at specified budget –using available manpower Very important, not negotiable CPM- divide the research into components, estimate time and find the parts that will cause delay.

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Ethical Aspects Respect all the rights of those who respond –hidden video/audio tape Do not bluff- e.g longitudinal takes time, you cant do it in one day Respondents have right to safety, right to privacy, right to chose

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Marketing Research Proposal Format –Executive Summary: overview –Background: including envt. –Problem Definition/objectives –Approach: theory/model/hypothesis –Design –Field Work/Data Collection –Data Analysis –Report and presentation –Cost and Time –Appendices

19/11/2007 9:15-11:15amAsian School of Business, Trivandrum Thank You End of Session