RESEARCH DESIGN

RESEARCH DESIGN
» Design » Classification » Differences between Exploratory and conclusive design » Comparing and contrasting differences between basic research design » Sources of error » Managerial aspects of coordinating research projects » elements of a marketing research proposal » Its formulation in international marketing research » ethical issues and conflicts » use of the Internet and computers

RESEARCH DESIGN: DEFINITION
‡ A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

COMPONENTS OF RESEARCH DESIGN
‡ Define the information needed ‡ Design the exploratory, descriptive, and/or causal phases of the research ‡ Specify the measurement and scaling procedures ‡ Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection ‡ Specify the sampling process and sample size ‡ Develop a plan of data analysis

RESEARCH DESIGN: CLASSIFICATION
Research Design Exploratory Research Design Descriptive Research Cross-Sectional Design Single Cross-Sectional Design Longitudinal Design Conclusive Research Design Casual Research

Multiple Cross-Sectional Design

DEFINITION:
‡ Exploratory Research: It provides insights into, and an understanding of, the problem confronting the researcher ‡ Conclusive Research: It assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation

EXPLORATORY RESEARCH
OBJECTIVE : Exploratory research is to explore or search through a problem or situation to provide insights and understanding Used for following purposes: ‡ Formulate a problem or define a problem more precisely. ‡ Identify alternative courses of action. ‡ Develop hypotheses. ‡ Isolate key variables and relationships for further examination. ‡ Gain insights for developing an approach to the problem. ‡ Establish priorities for further research

EXPLORATORY RESEARCH
Methods used in Exploratory Research: ‡ A review of academic and trade literature to identify the relevant demographic and psychographic factors that influence consumer patronage of department stores ‡ Interviews with retailing experts to determine trends, such as emergence of new types of outlets and shifts in consumer patronage patterns (e.g., shopping on the Internet) ‡ U A comparative analysis of the three best and three worst stores of the same chain to gain some idea of the factors that influence store performance ‡ Focus groups to determine the factors that consumers consider important in selecting department stores ‡ Further illustration of exploratory research is provided by the following example.

DESCRIPTIVE RESEARCH
‡ Descriptive Research is to describe market characteristics or functions ‡ Descriptive research is conducted for the following reasons:
‡ Describing the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas. ‡ Estimating the percentage of units in a specified population exhibiting a certain behavior. ‡ Determining the perceptions of product characteristics. ‡ Determining the degree to which marketing variables are associated. ‡ Making specific predictions.

DESCRIPTIVE RESEARCH
‡ Descriptive Design requires clear specifications of :
± Who²Who should be considered a patron of a particular department store? ± What²What information should be obtained from the respondents? ± When²When should the information be obtained from the respondents? ± Where²Where should the respondents be contacted to obtain the required information? ± Why²Why are we obtaining information from the respondents? Why is the marketing research project being conducted? ± Way²In what way are we going to obtain information from the respondents?

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