Research Method

MR for Marketing
By: Rimsha Kiran
 FR
Research Method
• It is a strategy used to implement the plan
• Treatment of information is research method
• Variable—correlation, prediction and difference can be checked
• Research method can be descriptive, exploratory ad explanatory
• Correlational research, relationship between two variables are identified.
• Comparative research, comparison or difference draw between two variable.
• Descriptive research include both correlation and comparative research
• Exploratory research, variable are explored only
• Explanatory research, cause and effect of variable is determined

Add a footer 2
Research Design
It is a plan to answer your research
question
The way we approach participant
It is the information related to collection
of data and analysis of data
It include sample, sample frame and
sampling unit

Add a footer 3
 FR
Types of survey research design in marketing
research

• Cross sectional research design

• In this design participant are different but the time is same. Sub groups are included
• It is mostly use because research is time bound
• Longitudinal research design
• In this design participant are same but the time is different.
• It is not only conducted on developmental stages. It also conduct on across years
• Successive independent sampling
• In this design participant and time both are different
• Mostly studies are present in clinical psychology

Add a footer 4
Observational
Research Design
• It is the research design in which researchers
only observe the things
• It is also descriptive research
• Information is treated in the form of describing
the things
• Restaurants: sitting arrangements
• Colors and emotions
• Pharmaceutical company: research done on
medicine colors

Add a footer 5
 Study Limitation FR

 Research design should be criticize

 Research method should be criticize
 In sample , design, size, probability or non probability sampling should be discussed
 Variable can be criticized in term of which other variable can be taken as a part of research
 Correlation research has low internal validity and high external validity

Internal Validity External Validity

 It tells about truthfulness of research  It is occur in real setting
method.  Generalization high
 Less flaws  More flaws
 Confounding variable controlled  Confounding variable are not controlled
 Limited sample  Large sample size

Add a footer
Cause and effect determined  Causation can’t determined 6
 FR

Qualitative
• It is analytical research
• It contain words
• It include objectives
• It include age and developmental researches
• Qualitative research is exploratory. It include
creation of knowledge
• Its one purpose is to build theory
• In this non parametric test are used. Chi
square mostly used.
• Statistical analysis is optional
Quantitative
• It contain numbers.
• It include objectives and hypothesis
• Parametric test mostly used. If data
skewed than non parametric tests are
used
• Statistical analysis is mandatory
• Inference draw on the base of statistical
analysis

Add a footer 7
 FR

Qualitative Research
Focus Group
Unstructured Interviews
Archival Research

Add a footer 8
 FR
Focus Group
• Researcher recommend different participant for focus group
5-8
6-10
6-12
7-10
• If the participant are near to 5 then it is good
• Take the group of minimum range not maximum range
• If group is larger the proper focus not occur. Attention become distract
• There should be one moderator in focus group
• Question is liked unstructured interview
• Timing: 35-45 minutes or not more than hour
Add a footer 9
 FR

Focus Group Unstructured Interview

• Many individual present at the same • Many individual involve

time • Interview conduct individual by
• Focus group conduct with all the individual
participant that are present at the given • No brain storming
time.
• Brain storming: flow of ideas occur in
focus group
• It is more preferrable

Add a footer 10
 FR
Type of interviews
• Structured Interview: Questionnaires
• Direction and answer are both given
• Particular set of predetermined question are asked
• All the questions are planned in advance. Responses are limited
• Semi structured interview: RISB
• Only direction are given
• It include few predetermined and question and rest of question are not panned in advance
• Unstructured interview
• No direction given
• Questions are not prepared in advance
• Different participants are asked different questions
Add a footer 11
 Archival Research
• It involve analyses of any type of public
records of behavior such as government
records, newspaper article, speeches, letter
of public figure and television
• E.g. content analysis

Add a footer 12