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Chapter Four: Research design

What is a research design?

Specifying the information needed

Classification of Research Designs

Exploratory research design

Descriptive research design

Causal research design

Qualities of a good research design

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What is a research design?
 “A research design is the arrangement of
conditions for collection and analysis of data
in a manner that aims to combine relevance to
the research purpose with economy in
procedure.”
 A research design is a framework or blueprint
for conducting a research.
 Decisions regarding what, where, when, how
much, by what means concerning an inquiry
or a research study constitute a research
design.
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What is a research design?

 The important features of a research design are:
1. It is a plan that specifies the sources and types of information
relevant to the research problem.
2. It is a strategy specifying which approach will be used for
gathering and analyzing the data.
3. It also includes the time and cost budgets since most studies
are done under these two constraints.
 A research design must, at least, contain—
 a clear statement of the research problem;
 procedures and techniques to be used for gathering
information;
 the population to be studied; and
 methods to be used in processing and analyzing data.
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Things to consider when designing

 A design may be quite suitable in one case but may not

be in the context of some other research problem.
 A research design appropriate for a particular research
problem, usually involves the consideration of the
following factors:
1. the means of obtaining information;
2. the availability and skills of the researcher and his staff, if
any;
3. the objective of the problem to be studied;
4. the nature of the problem to be studied; and
5. the availability of time and money for the research work.

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Specifying the information needed

 Dependent and independent variables:

 If one variable depends upon or is a consequence of the other
variable, it is termed as a dependent variable,
 the variable that is antecedent to the dependent variable is
termed as an independent variable.
 Extraneous variable: Independent variables that are not
related to the purpose of the study, but may affect the
dependent variable are termed as extraneous variables.
 Control: The technical term ‘control’ is used when we
design the study minimizing the effects of extraneous
independent variables.

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Specifying the information needed

 Confounded relationship: When the dependent variable is not
free from the influence of extraneous variable(s), the
relationship between the dependent and independent variables is
said to be confounded by an extraneous variable(s)
 Research hypothesis: A research hypothesis is a predictive
statement that relates an independent variable to a dependent
variable.
 Experimental and control groups: In an experimental
hypothesis-testing research when a group is exposed to usual
conditions, it is termed a ‘control group’, but when the group is
exposed to some novel or special condition, it is termed an
‘experimental group’.

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Specifying the information needed

 Treatments: The different conditions under which
experimental and control groups are put are
usually referred to as ‘treatments’.
 Experiment: The process of examining the truth of
a statistical hypothesis, relating to some research
problem, is known as an experiment.
 Experimental unit(s): The pre-determined plots or
the blocks, where different treatments are used,
are known as experimental units.

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Components of a 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
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A Classification of Research Designs

Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Design Sectional Design
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Uses of Exploratory Research

 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
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Methods of Exploratory Research

 Survey of experts
 Pilot surveys.

 Secondary data analyzed in a

qualitative way.
 Qualitative research.

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Use of Descriptive Research

 To describe the characteristics of relevant groups,
such as consumers, salespeople, organizations, or
market areas.
 To estimate the percentage of units in a specified
population exhibiting a certain behavior.
 To determine the perceptions of product
characteristics.
 To determine the degree to which marketing variables
are associated.
 To make specific predictions

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Methods of Descriptive Research

 Secondary data analyzed in a

quantitative as opposed to a
qualitative manner
 Surveys

 Panels

 Observational and other data

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Cross-sectional Designs
 Involve the collection of information from any given
sample of population elements only once.
 In single cross-sectional designs, there is only one sample of
respondents and information is obtained from this sample only
once.
 In multiple cross-sectional designs, there are two or more
samples of respondents, and information from each sample is
obtained only once.
 Cohort analysis consists of a series of surveys conducted at
appropriate time intervals, where the cohort serves as the basic
unit of analysis. A cohort is a group of respondents who
experience the same event within the same time interval.

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Longitudinal Designs
 A fixed sample (or samples) of
population elements is measured
repeatedly on the same variables
 A longitudinal design differs from a
cross-sectional design in that the sample
or samples remain the same over time

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Uses of Casual Research

 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 the relationship
between the causal variables and the effect to be
predicted
 METHOD: Experiments or quasi-experiments

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Experimental Designs

 Experimental design refers to the framework or

structure of an experiment and as such there are several
experimental designs.
 We can classify experimental designs into two broad
categories:
 Informal experimental designs(requires less sophisticated analysis)
 Before-and-after without control design.
 After-only with control design.
 Before-and-after with control design.
 Formal experimental designs(requires more sophisticated analysis).
 Completely randomized design (C.R. Design).
 Randomized block design (R.B. Design).
 Factorial designs.

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Before-and-after without control design

 A single test group or area is selected and the
dependent variable is measured before,
treatment is introduced, and the dependent
variable is measured again after the treatment
has been introduced.

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After-only with control design

 In this design two groups or areas (test area and control area)
are selected and the treatment is introduced into the test area
only.
 The dependent variable is then measured in both the areas at the
same time. Treatment impact is assessed by subtracting the
value of the dependent variable in the control area from its
value in the test area.

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Before-and-after with control design:

 In this design two areas are selected and the dependent
variable is measured in both the areas for an identical time-
period before and after the treatment.
 The treatment effect is determined by subtracting the
change in the dependent variable in the control area from
the change in the dependent variable in test area. This
design can be shown in this way:

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Completely randomized design (C.R. design)

 Involves two principles viz., the principle of
replication and the principle of randomization of
experimental designs.
 One-way analysis of variance (or one-way ANOVA) is
used to analyze such a design.
 Even unequal replications can also work in this design.
 Such a design is generally used when experimental
areas happen to be homogeneous.
 There are two approaches in C.R. design
 Two-group simple randomized design

 Random replications design

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Two-group simple randomized design

 In a two-group simple randomized design, first of all the
population is defined and then from the population a
sample is selected randomly.
 Further, requirement of this design is that items, after
being selected randomly from the population, be
randomly assigned to the experimental and control
groups (Such random assignment of items to two groups
is technically described as principle of randomization).
 Thus, this design yields two groups as representatives of
the population. In a diagram form this design can be
shown in this way:

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Two-group simple randomized design

 The essential characteristic of the design is that

subjects are randomly assigned to experimental
treatments (or vice-versa).
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Two-group simple randomized design

 For instance, if we have 10 subjects and if we

wish to test 5 under treatment A and 5 under
treatment B, the randomization process gives
every possible group of 5 subjects selected
from a set of 10 an equal opportunity of being
assigned to treatment A and treatment B.

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Example
 Suppose the researcher wants to compare two groups of students
who have been randomly selected and randomly assigned. Two
different treatments viz., the usual training and the specialized
training are being given to the two groups.
 The researcher hypothesizes greater gains for the group receiving
specialized training. To determine this, he tests each group
before and after the training, and then compares the amount of
gain for the two groups to accept or reject his hypothesis.
 This is an illustration of the two-groups randomized design,
wherein individual differences among students are being
randomized. But this does not control the differential effects of
the extraneous independent variables (in this case, the individual
differences among those conducting the training programme).

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Random replications design

 The limitation of the two-group randomized design is usually
eliminated within the random replications design.
 The teacher differences on the dependent variable were ignored,
i.e., the extraneous variable was not controlled.
 But in a random replications design, the effect of such
differences are minimized (or reduced) by providing a number
of repetitions for each treatment. Each repetition is technically
called a ‘replication’.
 Random replication design serves two purposes viz., it provides
controls for the differential effects of the extraneous
independent variables and secondly, it randomizes any
individual differences among those conducting the treatments.

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Random replications design

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Random replications design
 From the diagram it is clear that there are two populations in the
replication design.
 The sample is taken randomly from the population available for
study and is randomly assigned to, say, four experimental and four
control groups.
 Similarly, sample is taken randomly from the population available
to conduct experiments (because of the eight groups eight such
individuals be selected) and the eight individuals so selected
should be randomly assigned to the eight groups.
 Generally, equal number of items are put in each group so that the
size of the group is not likely to affect the result of the study.
 Variables relating to both population characteristics are assumed
to be randomly distributed among the two groups.
 Thus, this random replication design is, in fact, an extension of the
two-group simple randomized design
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Factorial designs
 Factorial designs are used in experiments where
the effects of varying more than one factor are to
be determined.
 They are specially important in several economic
and social phenomena where usually a large
number of factors affect a particular problem.
 Factorial designs can be of two types:
 (i) simple factorial designs
 (ii) complex factorial designs.

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simple factorial designs

 It is a ‘two-factor-factorial design’.
 Simple factorial design may either be a
2 × 2 simple factorial design, 3 × 4 or 5
× 3 or the like type of simple factorial
design.

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Complex factorial designs

 A complex factorial design is known as
‘multifactor-factorial design’,
 It considers three or more independent
variables simultaneously is called a
complex factorial design.
 Complex factorial design may either be
a 2 × 2 x 2 complex factorial design, or
it may be, say, 3 x 4 x 2, or 5 x 3 x 4 x
5 x 3 or the like factorial designs.
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Potential Sources of Error in Research Designs

Total Error

Random Non-sampling
Sampling Error Error

Response Non-response
Error Error

Researcher Interviewer Respondent

Error Error Error

Surrogate Information Error Respondent Selection Error Inability Error

Measurement Error Questioning Error Unwillingness Error
Population Definition Error Recording Error
Sampling Frame Error Cheating Error
Data Analysis Error
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Features of a good design

 A good design is often characterized by adjectives like flexible,
appropriate, efficient, economical and so on.
 Generally, the design which minimizes bias and maximizes the
reliability of the data collected and analyzed is considered a good
design.
 The design which gives the smallest experimental error is
supposed to be the best design in many investigations.
 Similarly, a design which yields maximal information and
provides an opportunity for considering many different aspects of
a problem is considered most appropriate and efficient design in
respect of many research problems.
 Thus, the question of good design is related to the purpose or
objective of the research problem and also with the nature of the
problem to be studied.
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Review Questions
Which one is researchable?
Identify dependent and independent variables
Determine possible extraneous variables
Determine the factorial design
 Does income affect purchasing power?
 Does education affect income?
 Does gender affect purchasing power?
 Do education and gender affect income?

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Chapter Review Questions

 Explain the meaning and significance of a Research design.
 Explain the meaning of the following in context of Research
design.
 Extraneous variables;
 Confounded relationship;
 Research hypothesis;
 Experimental and Control groups;
 Treatments.
 Describe some of the important research designs used in
experimental hypothesis-testing research study.
 “Research design in exploratory studies must be flexible but in
descriptive studies, it must minimize bias and maximize
reliability.” Discuss.

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Chapter Review Questions

 Give your understanding of a good research design. Is
single research design suitable in all research studies? If
not, why?
 Explain and illustrate the following research designs:
 Two group simple randomized design;
 Random replications design;
 Simple factorial design;
 Informal experimental designs.
 Write a short note on ‘Experience Survey’ explaining
fully its utility in exploratory research studies.

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References

Kothari (2008). Research Methodology. Methods and Techniques. 2nd Ed. New Age
International Ltd. Publishers, New Delhi.

Cooper D. and Schindler (2003). Business Research Methods. 8thed.Tata McGraw Hill,
New Delhi.

Lancaster G. (2005). Research Methods in Management. Elsevier Butterworth-

Heinemann, Oxford.

Emory, C. W. (1976). Business Research Methods. Richard D. Irwin, Inc. Homewood.

Bajpai S.R. (1992). Methods of Social survey and Research. 14th ed. Kitab Ghar, Kanpur.

Zickmand Babin and Carr Griffin. Business Research Methods.

Any book on Business and management Research can serve

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