Session 4 (12.08.10)

Research Design

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:

Research Design can be classified as given in below chart:

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.

Exploratory research can be conducted with the help of:

1. Survey of experts
2. Pilot surveys
3. Secondary data analyzed in qualitative way
4. Qualitative research

Descriptive 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

Cross-sectional designs

• 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.

Cross-sectional designs can be classified as:

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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.

Relative advantages and disadvantages of Longitudinal and cross-sectional designs

 
 
 
 
 
 
 
 
 
 
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.

Comparison of Basic Research Design

Session 3 (10.08.10)

Data Sources


• There are two types of data
–  Primary Data
– Secondary Data

• Research designer has a wide variety of methods for data collection. He may use it singly or in combination.

• Secondary Data are already available, as they were collected for some purpose other than solving the present problem.

• Primary Data are collected especially to address a specific research objective.

• A variety of methods, ranging from qualitative research to surveys to experiments, may be employed.

Primary Data


• Primary Data are originated by a researcher for the specific purpose of addressing for the problem at hand.
• Collection of primary data involves all the steps of the marketing research process.
• Obtaining primary data can be expensive and time consuming.

Secondary Data


• Secondary data is the information that has already been collected for some other purpose (other than the problem at hand). These data can be located quickly and inexpensively.

 Comparison of Primary and Secondary Data

 Advantages of secondary data

1. 
   
   Secondary data are easily accessible.
2. 
   
   Relatively inexpensive
3. 
   
   Quickly obtained
4. 
   
   Secondary data helps you:
1. 
   
   Identify the problem
2. 
   
   Better define the problem
3. 
   
   Develop an approach to the problem
4. 
   
   Formulate an appropriate research design
5. 
   
   Answer certain research questions and test some hypothesis
6. 
   
   Interpret primary data more insightfully.

Disadvantages of secondary data

1. Collected for purposes other than the problem at hand, their usefulness to the current problem may be limited in several important ways, including relevance and accuracy.
2. The objectives, nature and methods used to collect the secondary data may not be appropriate to the present situation.
3. Secondary data may be lacking in accuracy
4. They may not be completely current or dependable.

Uses of Secondary Data

1. May actually provide enough information to resolve the problem being investigated
2. Can be a valuable source of new ideas that can be explored later through primary research.
3. Secondary data is prerequisite to collecting primary data. It helps to define the problem and formulate hypotheses about its solution.
4. Provides better understanding of the problem.
5. Secondary data is of use in the collection of primary data. Examining the methodology and techniques employed by other investigators in similar studies may be useful in planning the present one.
6. Helps to define the population, select the sample in primary information collection, and define the parameters of primary research.
7. Also serve as reference base against which to compare the validity and accuracy of primary data.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Limitations of secondary data

1. It is collected for some other purpose, hence may not be relevant for the problem on hand.
2. No control over data collection
3. May not be very accurate
4. May not be reported in the required form
5. May be outdated
6. May not meet data requirements
7. A no. of assumptions have to be made.