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RESEARCH DESIGNS 5th November 2015.

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Presentation on theme: "RESEARCH DESIGNS 5th November 2015."— Presentation transcript:

1 RESEARCH DESIGNS 5th November 2015

2 Research Design The research design is the master plan specifying the methods and procedures for collecting and analysing the needed information.

3 RESEARCH DESIGN Internal validity as opposed to external validity:
RESEARCH DESIGN: The blueprint/roadmap that will guide the research. The test for the quality of a study’s research design is the study’s conclusion validity. CONCLUSION VALIDITY refers to the extent of researcher’s ability to draw accurate conclusions from the research. That is, the degree of a study’s: Internal Validity—correctness of conclusions regarding the relationships among variables examined External Validity –Generalizability of the findings to the intended/appropriate population/setting Internal validity as opposed to external validity: Researcher ability to draw, correct/accurate conclusions from the research.

4 RESEARCH DESIGN How do you achieve internal and external validity (i.e., conclusion validity)? By effectively controlling 3 types of variances: Variance of the INDEPENDENT & DEPENDENT variables (Systematic Variance) Variability of potential NUISANCE/EXTRANEOUS/ CONFOUNDING variables (Confounding Variance) Variance attributable to ERROR IN MEASUREMENT (Error Variance) How?

5 Research Design Continuum
Analytical Research Experimental Research Descriptive Research Pre-designs Reviews Quasi-designs Philosophical Case Study Survey Historical True-designs Cross-Sectional Meta-Analyses Longitudinal Statistical-designs Correlational

6 Analytical Research Reviews Historical Research Philosophical Research
A critical account of present understanding A meta-analysis is a quantitative method of review Historical Research Accessing both primary (e.g. witnesses) or secondary (e.g. literature) sources to document past events Philosophical Research Organising existing evidence into a comprehensive theoretical model

7 Descriptive Research Case Study Survey
Accrual of detailed information from an individual Survey Cross-sectional: Status of a various groups at a given point in time Longitudinal: Status of a given group at various points in time Correlational: Relationships between variables

8 Correlational Evidence
When variable X increases, variable Y also increases So, does X increase Y? or does Y increase X? Alternatively, does Z increase both X and Y? Correlations do not infer Causality (and vice versa?)

9 Types of Research Design
Although every problem and research objective may seem unique, there are usually enough similarities among problems and objectives to allow decisions to be made in advance about the best plan to resolve the problem. There are some basic marketing research designs that can be successfully matched to given problems and research objectives.

10 Types of Research Design
Three traditional categories of research design: Exploratory Descriptive Causal The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.

11 Research Design: Some Observation tions
The overall research design for a project may include one or more of these three designs as part(s) of it. Further, if more than one design is to be used, typically we progress from Exploratory toward Causal.

12 Basic Research Objectives and Research Design
Research Objective Appropriate Design To gain background information, to define terms, to clarify Exploratory problems and develop hypotheses, to establish research priorities, to develop questions to be answered To describe and measure marketing phenomena at a point Descriptive in time To determine causality, test hypotheses, to make “if-then” Causal statements, to answer questions

13 Research Design: Exploratory Research
Exploratory research is most commonly unstructured, “informal” research that is undertaken to gain background information about the general nature of the research problem. Exploratory research is usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information.

14 Research Design: Exploratory Research
Exploratory research is used in a number of situations: To gain background information To define terms To clarify problems and hypotheses To establish research priorities

15 Research Design: Exploratory Research
A variety of methods are available to conduct exploratory research: Secondary Data Analysis Experience Surveys Case Analysis Focus Groups

16 Research Design: Descriptive Research
Descriptive research is undertaken to provide answers to questions of who, what, where, when, and how – but not why. Two basic classifications: Cross-sectional studies Longitudinal studies

17 Research Design: Descriptive Research Cross-sectional Studies
Cross-sectional studies measure units from a sample of the population at only one point in time. Sample surveys are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population. On-line survey research is being used to collect data for cross-sectional surveys at a faster rate of speed.

18 Research Design: Descriptive Research
Longitudinal Studies Longitudinal studies repeatedly draw sample units of a population over time. One method is to draw different units from the same sampling frame. A second method is to use a “panel” where the same people are asked to respond periodically. On-line survey research firms recruit panel members to respond to online queries.

19 Research Design: Descriptive Research
Longitudinal Studies Two types of panels: Continuous panels ask panel members the same questions on each panel measurement. Discontinuous (Omnibus) panels vary questions from one time to the next. Longitudinal data used for: Market tracking Brand-switching Attitude and image checks

20 Research Design: Causal Research
Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form “If x, then y.” Causal relationships are typically determined by the use of experiments, but other methods are also used.

21 Experiments An experiment is defined as manipulating (changing values/situations) one or more independent variables to see how the dependent variable(s) is/are affected, while also controlling the affects of additional extraneous variables. Independent variables: those over which the researcher has control and wishes to manipulate i.e. package size, ad copy, price. Dependent variables: those over which the researcher has little to no direct control, but has a strong interest in testing i.e. sales, profit, market share. Extraneous variables: those that may affect a dependent variable but are not independent variables.

22 Experimental Design An experimental design is a procedure for devising an experimental setting such that a change in the dependent variable may be solely attributed to a change in an independent variable. Symbols of an experimental design: O = measurement of a dependent variable X = manipulation, or change, of an independent variable R = random assignment of subjects to experimental and control groups E = experimental effect

23 Experimental Design After-Only Design: X O1
One-Group, Before-After Design: O1 X O2 Before-After with Control Group: Experimental group: O1 X O2 Control group: O3 O4 Where E = (O2 – O1) – (O4 – O3)

24 How Valid Are Experiments?
An experiment is valid if: the observed change in the dependent variable is, in fact, due to the independent variable (internal validity) if the results of the experiment apply to the “real world” outside the experimental setting (external validity)

25 Types of Experiments Two broad classes:
Laboratory experiments: those in which the independent variable is manipulated and measures of the dependent variable are taken in a contrived, artificial setting for the purpose of controlling the many possible extraneous variables that may affect the dependent variable Field experiments: those in which the independent variables are manipulated and measurements of the dependent variable are made on test units in their natural setting

26 Types of Test Markets Standard test market: one in which the firm tests the product and/or marketing mix variables through the companies normal distribution channels Controlled test markets: ones that are conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors

27 Exploratory Research Purposes What it does NOT do:
Diagnosing a situation Screening alternatives Discovering new ideas Produce hypotheses What it does NOT do:

28 Exploratory Research Types Literature search First step
In-depth interview With whom? Advantages Disadvantages Focus groups What is it?

29 Exploratory Research Case Analyses Ethnography Projective Techniques
Word association tests Sentence completion method Role-playing technique Thematic apperception test Cartoon tests/ picture frustration

30 Descriptive Research Purposes Describe characteristics of group
Determine proportion of people who act a certain way Make predictions Determine relationships between variables

31 Descriptive Research Types Longitudinal Cross-sectional
Continuous panels AKA true panels Kroger’s card Discontinuous panels AKA omnibus panels Land’s End Cross-sectional

32 Causal Research Purpose Experiments
Does a change in X cause a change in Y? Experiments Laboratory experiments Field experiments

33 Mixed Methods Research
Quantitative Data Qualitative Data Methodology (called Mixed Methods Research)

34 Learning the assumptions about research needed to conduct this form of inquiry
Qualitative is legitimate Knowledge of qualitative research. Methodology evolves Diversity in methodology Times when quantitative and qualitative inadequate

35 Identifying situations in which mixed methods research is needed
You are measuring a concept on an instrument. You have a sense that scores are not telling you the entire story. If you just asked a few people about the concept you might obtain a better understanding…mixed methods research provides a more complete understanding of the research problem than either quantitative or qualitative alone.

36 Identifying situations in which mixed methods research is needed
You look over the instruments available to study a concept. They were developed from a different sample/population than the one you are studying. You consider that you will need to develop an instrument before you can administer it to your sample… Mixed methods is a methodology for developing better, more context specific instruments. You have gathered data about a factors that predict a concept on several instruments. Although you have general information about the importance of predictors, you can only guess as to what explains why the results occurred…Mixed methods helps to explain results (or how mechanisms work) in causal models.

37 Identifying situations in which mixed methods research is needed
You are conducting an intervention study. You have an intervention that was developed by other researchers. You are not certain that it will work with the sample you are studying…Mixed methods is a way to explore first to determine if an intervention will work. We want to evaluate the performance of an organization. This calls for understanding the expected outcomes of the organization (needs assessment), designing some instruments to measure those outcomes, and then helping to explain why the outcomes occurred…Mixed methods is an approach to tie together several steps in an evaluation process.

38 Learning the basic components involved in mixed methods research
Mixed methods research is a methodology for conducting research that involves collecting, analyzing, and integrating quantitative and qualitative research in a single study or a longitudinal program of inquiry. The purpose of this form of research is that both qualitative and quantitative research, in combination, provide a better understanding of a research problem or issue than either research approach alone.

39 Variables Categorical Nominal Unordered categories
Type of variable Characteristic Example Appropriate statistics Information content & power Categorical Nominal Unordered categories Sex, residential area Counts, rates, proportions, RR, chi-square, Regression Low Ordinal Ordered categories with intervals which are not quantifiable Likert Scale Above & median, rank correlation Intermediate Continuous or discrete Ranked spectrum with quantifiable intervals Weight, Age, Salary amount Above & mean, SD, t-test, ANOVA, more powerful regression High

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42 Selection Considerations
The selection of a research design is based on the nature of the research problem or issue being addressed, them researchers’ personal experiences, and the audiences for the study.

43 The Research Problem A research problem, is an issue or concern that needs to be addressed.

44 Personal Experiences Researchers’ own personal training and experiences also influence their choice of approach. An individual trained in technical, scientific writing, statistics, and computer statistical programs and familiar with

45 quantitative journals in the library would most likely choose the quantitative
design. On the other hand, individuals who enjoy writing in a literary way or conducting personal interviews or making up-close observations may gravitate to the qualitative approach. The mixed methods researcher is an individual familiar with both quantitative and qualitative research.

46 Certain types of social research problems call for specific approaches.
For example, if the problem calls for (a) the identification of factors that influence an outcome, (b) the utility of an intervention, or (c) understanding the best predictors of outcomes, then a quantitative approach is best. It is also the best approach to use to test a theory or explanation.

47 Conclusion Research designs are plans and the procedures for research that span the decisions from broad assumptions to detailed methods of data collection and analysis. This plan involves several decisions. The overall decision involves which design should be used to study a topic. Choose the most appropriate design for your study. There is no best design!!!!!!!!


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