Research Design Formulation

Syed Asghar Reza

Research Design It is a frame work for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and or solve marketing research problem.

Research Design
Research Design

Exploratory

Conclusive

Descriptive Research

Causal Research

Cross Sectional

Longitudinal

Single Cross Sectional

Multiple Cross Sectional

Exploratory vs. Conclusive Research

Exploratory
Objective To provide insights and understandings Information needed is defined loosely. Research process is flexible and unstructured. Sample is small and non representative. Analysis of primary data is qualitative. Tentative

Conclusive
To test specific hypothesis and examine relationships Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Analysis of primary data is quantitative. Conclusive

Characteristics

Findings/Results Outcome

Generally followed by further exploratory or conclusive research.

Findings used as in input into decision making.

Comparison of Basic Research Design

Exploratory
Objective

Descriptive
Describe market characteristics or functions Marked by the prior formulation of specific hypothesis. Planned and structured design.

Causal
Determine cause and effect relationships Manipulation of one or mire independent variables. Control of other mediating variables. Experiments

Discover Ideas and Insights Flexible Versatile Often the front end of total research design

Characteristics

Methods

Expert surveys Pilot surveys Secondary data (analyzed qualitatively) Qualitative research

Secondary data (analyzed qualitatively) Surveys Panels Observational and other datas

The Six Ws
1.

2.
3. 4.

5.
6.

Who What When Where Why Way

Cross Sectional and Longitudinal Research Examples:

1. How did the American people rate the performance of George W. Bush immediately after the war in Afghanistan?
2. How did the American people change their view of Bushs performance during the war in Afghanistan?

Potential Sources of Errors in Research

Total Error

Random Sampling Error

Non Sampling Error

Response Error

Non Response Error

Researcher Errors

Interviewer Errors

Respondent Errors

Potential Sources of Errors in Research

Total Error

The variance between the true mean value in the population of the variable of interest and the observed mean value obtained in the research project.
Example: Average annual income of target population is Rs. 12,000, as determined from last census., but the marketing research project estimates it to Rs. 11,200

Potential Sources of Errors in Research

Random Sampling Error

The error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value for the sample and the true mean value of the population.
Non Sampling Error

Non sampling errors are errors that can be attributed to sources other than sampling and they can be random or non random.

Example: A wrong questionnaire is developed which may generate biased answers. Non sampling error consists of non response errors and response errors.

Potential Sources of Errors in Research

Non response Error.

The type of non sampling error that occurs when some of the respondents included in the sample do not respond. This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample. Example: Primary cause is refusal and not at home.

Potential Sources of Errors in Research

Response Error.

A type of error arising from respondents who do respond but give inaccurate answers or their answers are misrecorded or misanalayzed.
Example: Primary cause is refusal and not at home.

Class Activity (6 Ws)

Continental Biscuits is planning to launch a new line of cookies and want to asses the market size. The cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of market. Discuss the 6Ws of research.
1. 2. 3.

4.
5. 6.

Who What When Where Why Way