UNIT 2

RESEARCH DESIGN
PORTER’S FIVE FORCES MODEL
 Three Purposes of Research
• Exploration
– Generally not sufficient for dissertation project
• Description
– This can be the goal if significant new facts or
relationships are identified
– Usually need to at least speculate on explanation
• Explanation
– Central goal of most political science research
• Marketing Research design is the specification of
procedures for collecting and analyzing the data
necessary to help identify or react to a problem/
opportunity, such that the difference between the cost
of obtaining various levels of accuracy and the expected
value of the information associated with each level of
accuracy is maximized.
• It is the outline, plan, or strategy for the procedures you
will use to address your research question.
• It is the statement of essential elements of a study,
those provide the basic guidelines for the details of the
project.
 Implications of research design
• Specific procedures involving decision on what
information to generate, the data collection method,
the measurement approach, the object to be measured,
etc are required.
• The data should eventually relate to decisions faced by
the management.
• Information which is acquired gets value as it helps
improve decisions.
• Information accuracy is affected by the occurrence of a
number of potential errors. So the information should
be valuable.
 Benefits of research design
• It serves as a bridge between what has been established
and what is to be done, in conduct of study, to realize
those objectives.
• It guides the conduct of the study.
• It helps to keep the computations and thinking on the
path to solutions and recommendations.
MARKETING RESEARCH DESIGN
• Qualitative Research- is research that addresses
marketing objectives through techniques that allow
the researcher to provide elaborate interpretations
of market phenomena without depending on
numerical measurement. These are used in
exploratory research.
• Quantitative Research- it addresses research
objectives through empirical assessments that
involve numerical measurement and analysis
approaches. These are used in descriptive
research and causal research.
– It is appropriate when a research objective involves a
managerial action standard.
Qualitative research includes:-
• Experience surveys
• Secondary data analysis or Literature Review
• Case studies
• Pilot studies-
– Focus group interviews- unstructured free flowing interview
with 6-12 people.
– Depth interviews- a one-to-one interview between a
professional researcher and a respondent.
– Projective Techniques- based on asking disguised
questions. Seeks to discover true attitudes, motivations,
defensive reactions.
– Observations- Field notes are prepared by the researcher.