Research design is a framework or detailed blueprint used to guide a research study toward its objective.
It details the procedures necessary for obtaining the information needed to structure or solve mktg. research problems.
A good research design will ensure that the mktg. research project is conducted effectively and efficiently.
A research design involves the following components, or tasks:
Differences between Exploratory and Conclusive Research
Exploratory Research
Objective of exploratory research is to explore or search through a problem or situation to provide insights and understanding.
Exploratory research can be used in the following situations:
- Exploratory research is meaningful in any situation where the researcher does not have enough understanding to proceed with the research project.
- This type of research rarely involves structured questionnaires, large samples and probability sampling plans.
- Researchers are alert to new ideas and insights as they proceed.
- Once a new idea or insight is discovered, they may redirect their exploration in that direction.
- That new direction is perceived until its possibilities are exhausted or another direction is found.
- Hence, the focus of the investigation may shift constantly as new insights are discovered.
- Survey of experts
- Pilot surveys
- Secondary data analyzed in qualitative way
- Qualitative research
Objective of descriptive research is to describe something—usually mkt. characteristics or functions.
Different reasons for conducting a descriptive research can be any of the following:
- Descriptive research assumes that researcher has much prior knowledge about the problem situation.
- A major difference between exploratory and descriptive research is that descriptive research is characterized by the prior formulation of specific hypotheses.
- Hence the information needed is clearly defined.
- Descriptive research is preplanned and structured.
- It is based on large representative samples
- Formal research design specifies the methods for selecting the information sources and for data collection.
- Descriptive design requires clear specification of the who, what, when, where, why, and way (6 Ws) of the research
- It is the most frequently used descriptive design in mktg. research.
- It involves the collection of information from any given sample of population elements only once.
Longitudinal Designs
- In longitudinal designs, a fixed sample (or samples) of population elements is measured repeatedly on the same variables.
- It differs from cross-sectional design in that the sample or samples remain the same over time.
- The same people are studied over time and the same variables are measured.
- Sometimes, the term panel is used interchangeably with the term longitudinal design.
- A panel consists of a sample of respondents , generally households that have agreed to provide information at specified intervals over an extended period
- Syndicated firms maintain panels and panel members are compensated for their participation with gifts, coupons, information or cash.
Causal Research
- Causal research is used to obtain evidence of cause-and-effect (causal) relationships.
- Causal research is appropriate for the following purposes:
- To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon.
- To determine the nature of relationship between the causal variables and the effect to be predicted.
- Descriptive research can determine the degree of association between variables, but it is not examining the causal relationships.
- Such an examination requires a causal design, in which the causal or independent variables are manipulated in a relatively controlled environment (experimentation).
- The main method of causal research is experimentation.
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