1. Research Design
Shamindra Nath Sanyal
12/4/2018
SNS

2. 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

3. 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.
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SNS

4. 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
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SNS

5. Exploratory Research Unstructured Informal
Usually conducted at the outset of the research project to gain background information
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6. 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
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7. Exploratory Research Methods
Secondary data analysis (survey of existing literatures)
Selected case analysis
Focus groups (experts, consumers)
Projective techniques
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8. 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
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SNS

9. Descriptive Research Focused on Consumer-profile studies
Market-potential studies
Product-usage studies
Customer attitude surveys
Price surveys
Sales analysis
Media research
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10. 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

11. 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
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12. Descriptive Research Methods
Cross-sectional
Longitudinal or Panel research
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13. 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.
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14. 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

15. 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
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SNS

16. 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
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SNS

17. 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
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SNS

18. 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
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SNS

19. 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”.
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20. Data Collection and Measurement
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21. Data: Definition
Information expressed in appropriate quantitative form are known as data.
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22. 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.
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23. Methods of Collecting Primary Data
Observation Method
Questionnaire Method
Mailed Questionnaire Method
Telephone Interview
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24. Preferred Data Collection Methods
Funds
Time
Type of Data
Personal Interview
Mail
Telephone
Restricted
Few Items X
Much Information
Ample
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25. Secondary Data Sources
Internal: Company data, reports, marketing information system, people.
External: Libraries, government reports, research organisations, trade associations etc.
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SNS