ASSIGNMENT -1

MARKETING RESEARCH.

SUBMITTED TO: SUBMITTED BY:

Mr. Pawan Garga SANKALP SHARMA
Professor, MBA 3rd semester
HPUBS 5110
RESEARCH DESIGN:
It is the framework or blueprint conducting marketing research
project. It specifies the detail of the procedure necessary for
obtaining the information needed to structure and to solve marketing
research problem.

CLASSIFICATION OF RESEARCH
DESIGN: There are basically three types of research designs
i.e., exploratory, descriptive, and experimental/causal or explanatory
research designs. These can be depicted as below: -

RESEARCH DESIGN.
EXPLORATORY CONCLUSIVE
RESEARCH RESEARCH
DESIGN. DESIGN.

EXPERIMENTAL/CAU
DESCRIPTIVE SAL RESEARCH
RESEARCH DESIGN. DESIGN

CROSS LONGITUDNAL PRE STASTICAL

SECTIONAL RESAEARCH EXPERIMENTAL RESEARCH
RESEARCH TRUE
DESIGN. RESEARCH QUASI DESIGN.
DESIGN. EXPERIMENTAL
DESIGN. EXPERIMENTAL
RESEARCH
DESIGN. RESEARCH
DESIGN.
1)EXPLORATORY RESEARCH DESIGN:
This type of research is mainly used to explore the insight of the
general research problem. Generally, while conducting research, the
researcher faces a problem of not knowing anything about the
problem. In this situation, the exploratory research is to explore a
different dimension of the problem, so that a better understanding of
the research framework can be developed. Sometimes the researcher
has got no clues about the problem. In such circumstances, the
researcher has to conduct exploratory research to develop the
meaningful insight about the problem.

The major emphasis in this research is on the discovery of ideas and

insights. The procedure is unstructured, qualitative, and flexible and
provides all freedom to the researcher to understand the problem. In
certain cases, the researcher interacts with the respondents in
relation to proposed research and generates the required
information.

The findings of exploratory research are generally not conclusive and

require further conclusive research. This is required because the
exploratory research is unstructured and the sample used to obtain
the data is small and mostly determined on the basis of the convince
of the researcher.

The researcher can use variety of methods for conducting

exploratory research. These methods may include: -1) Secondary Data
and Qualitative Analysis, 2) Expert Survey, 3) Pilot Survey, 4) Case
Studies, and 5) Literature Review.
2) CONCLUSIVE RESEARCH DESIGN:
As the name suggests conclusive research design is a design in which
certain conclusions can be made. It tests the specific hypothesis and
examines the relationship.
It is further classified into two parts i.e., descriptive and experimental
research design.

TYPES OF CONCLUSIVE RESEARCH DESIGN:

A) DESCRIPTIVE RESEARCH:
It refers to the research that describes systematically the present
state of affair of problem, situation or phenomena. The major feature
of this method is that the researcher has no control over the
variables, and can only report what has happened or what is
happening. In the descriptive research, the researcher must be able
to define clearly, what he wants to measure and must find adequate
methods to for measuring it along with clear cut definition of
population he wants to study.
It attempts to address who and what should be surveyed, at what
time, from where and how this information should be obtained. Since
the purpose is to have complete and accurate information in the
ongoing study, the procedure to be used must be carefully planned.

The researcher can use variety of methods for conducting descriptive

research. These methods may include: - 1) Secondary Data and
Quantitative Analysis, 2) Surveys, 3) Observation, and 4) Panel’s.
TYPES OF DESCRIPTIVE RESEARCH DESIGN:
1) Cross-sectional Research Design:
It is most frequently used in the area of marketing research. This
involves the collection of information from any given sample of
population just once. The two basic characteristics are- it provides the
snapshot of the variable at a given point of time and the sample
element is representative of target population.

Further, cross-sectional research design is classified into two parts

that is: -
a) Single Cross-sectional Research Design.
b) Multiple Cross-sectional Research Design.

2) Longitudinal Research Design:

It refers to the time series study and involve a repetitive
measurement of same sample from same population over a period of
time. In other words, same people are studied over a period of time
and same variables are measured. Such researches can be made to
study changes in an individual or a group of individuals, a country or a
group of countries over a period of time.

Further, longitudinal research design is classified into two parts that

is: -
a) Continuous or True Panel.
b) Omnibus Panel.
B) EXPERIMENTAL/ CAUSAL RESEARCH
DESIGN:
It refers to the study of cause-and-effect relationship between two or
more business variables. Such studies involve studying the impact of
one variable on other variable and also between two variables. The
need causal research arises only when there exists correlation
between two variables like sales and advertisement, researcher may
like to study which of the variable is cause and which one is effect. In
this case advertisement is cause (independent variable) and sales an
effect (dependent variable) – which may indicate that increase in the
advertisement may cause increase in the sales.

TYPES OF EXPERIMENTAL/ CAUSAL

RESEARCH DESIGN:

1)Pre-Experimental Designs

These are the simplest form of experimental research designs. Pre-

experimental designs have little or no control over extraneous
variables. And, these designs do not randomly assign subjects to
different treatments. As a consequence, the results of a test using a
pre-experimental design are difficult to interpret. These designs are
often used in testing television commercials because they are simple
and relatively inexpensive.

There are three types of pre-experimental designs: One-Shot Case

Studies, One Group Pre-Test - Post-Test, and Static Group tests.
2)True Experimental Designs

True Experimental Designs are where the market researchers assign

test units to treatments at random.

There are three basic types of True Experimental Designs: Post-Test

Only Control Group Design, Pre-Test Post-Test Control Group Design,
and Solomon Four Group Design.

3)Quasi-Experimental Designs

Quasi-Experimental Designs are used when the researcher creates an

artificial environment to control for extraneous variables. With quasi-
experimental designs, the research lacks control over when the
treatment is administered or assigns test units to the experimental
and control groups in a non-random fashion. There are two basic
types of quasi-experimental designs: Time Series and Multiple Time
Series

4)Statistical Designs

Statistical Designs are a collection of basic experimental designs that

offer researchers the ability to statistically control and analyze
external variables. Statistical control uses various sophisticated
statistical techniques to exclude the influence of extraneous variables
from an analysis.

The most commonly used Statistical Research Designs are the

Randomized Block Design, the Latin Square Design, and the Factorial
Design. These designs offer the following advantages: 1) The effects
of multiple independent variables on the dependent variable can be
measured, 2) Specific extraneous variables can be statistically
controlled, and each test unit can be measured more than once with
these economically efficient designs.
 BIBLIOGRAPHY.
BOOKS:
C R KOTHARI RESEARCH METHODOLGY METHODS AND TECHNIQUES.

RAJ KUMAR SINGH BUSINESS RESEARCH.

WEBISTES:
www.yourarticlelibrary.com

www.media.aa.qcn.cuny.edu.com

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