MODULE-3 RESEARCH DESIGN

The research design is the master plan specifying the methods and procedures for collecting and analyzing the needed information.

The Research Cycle

The Research Cycle

QUESTIONING PLANNING GATHERING SORTING SHIFTING SYNTHESIZING EVALUATING REPORTING*

RESEARCH DESIGN Purpose of the study: Exploratory study

Is undertaken when no information is available on how similar problems or research issues have been solved in the past

Descriptive study
Is to able to describe the characteristics of the variables of interest in a situation.

Hypotheses testing
Is undertaken to explain the variance in the dependent variable or to predict organizational outcomes.

Case studies Specify : scales,questionnaires,sample size, data analysis Research design can be thought of as the structure of research -- it is the "glue" that holds all of the elements in a research project together

THE SEVEN-STEP PROCESS

1. Observation 2.Problem identification: preliminary information gathering 3. Theoretical framework: theory formulation 4.Hypothesizing 5. Research design: further scientific data collection 6.logical analysis 7.Deduction

 Problem statement is a clear, precise, and investigated with the goal of finding an answer or solution. Theoretical framework is the foundation on which the entire research project is based. A hypothesis is a tentative statement that proposes a possible explanation to some phenomenon or event. A useful hypothesis is a testable statement which may include a prediction.

Data analysis: the data gathered are statistically analyzed

to see if the hypotheses that were generated have been supported.

Measurement is the process observing and recording the observations that are collected as part of a research effort.

Deduction is the process of arriving at conclusions by

interpreting the meaning of the data analysis results.

Types of Research Designs

Research Design

Exploratory Research Design

Conclusive Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

Single CrossSectional Design

Multiple CrossSectional Design

TYPES OF RESEARCH DESIGN

Although every problem and research objective may seem unique, there are usually enough similarities among problems and objectives to allow decisions to be made in advance about the best plan to resolve the problem. There are some basic marketing research designs that can be successfully matched to given problems and research objectives.

TYPES OF RESEARCH DESIGN

Three traditional categories of research design: Exploratory Descriptive Causal The choice of the most appropriate design depends largely on the objectives of the research and how much is known about the problem and these objectives.

Research Design: Some Observations

The overall research design for a project may include one or more of these three designs as part(s) of it. Further, if more than one design is to be used, typically we progress from Exploratory toward Causal.

Basic Research Objectives and Research Design

Research Objective Design
To gain background information, to define terms, to clarify problems and develop hypotheses, to establish research priorities, to develop questions to be answered To describe and measure marketing phenomena at a point in time To determine causality, test hypotheses, to make if-then statements, to answer questions Exploratory

Appropriate

Descriptive Causal

Research Design: Exploratory Research

Exploratory research is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem. Exploratory research is usually conducted when the researcher does not know much about the problem and needs additional information or desires new or more recent information.

Research Design: Exploratory Research

Exploratory research is used in a number of situations: To gain background information To define terms To clarify problems and hypotheses To establish research priorities

Research Design: Exploratory Research

A variety of methods are available to conduct exploratory research: Secondary Data Analysis Experience Surveys Case Analysis Focus Groups Projective Techniques

Research Design: Descriptive Research

Descriptive research is undertaken to provide answers to questions of who, what, where, when, and how but not why. Two basic classifications: Cross-sectional studies Longitudinal studies

Research Design: Descriptive Research

Cross-sectional Studies

Cross-sectional studies measure units from a

sample of the population at only one point in time. Sample surveys are cross-sectional studies whose samples are drawn in such a way as to be representative of a specific population. On-line survey research is being used to collect data for cross-sectional surveys at a faster rate of speed.

Research Design: Descriptive Research

Longitudinal Studies

Longitudinal studies repeatedly draw sample

units of a population over time. One method is to draw different units from the same sampling frame. A second method is to use a panel where the same people are asked to respond periodically. On-line survey research firms recruit panel members to respond to online queries.

Research Design: Descriptive Research

Longitudinal Studies

Two types of panels: same questions on each panel measurement. Discontinuous (Omnibus) panels vary questions from one time to the next. Longitudinal data used for: Market tracking Brand-switching Attitude and image checks

Continuous panels ask panel members the

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluation Criteria Detecting Change Large amount of data collection Accuracy Representative Sampling Response bias Cross-Sectional Design Longitudinal Design + + + + + -

Note: A + indicates a relative advantage over the other design, whereas a - indicates a relative disadvantage.

Research Design: Causal Research

Causality may be thought of as understanding a phenomenon in terms of conditional statements of the form If x, then y. Causal relationships are typically determined by the use of experiments.

ERRORS IN RESEARCH

Non-response error Response error

Observation research
Three Approaches Covert observational research - The researchers do not identify themselves. Either they mix in with the subjects undetected, or they observe from a distance. The advantages of this approach are: (1) It is not necessary to get the subjects cooperation, and (2) The subjects behaviour will not be contaminated by the presence of the researcher. Some researchers have ethical misgivings with the deceit involved in this approach. Overt observational research - The researchers identify themselves as researchers and explain the purpose of their observations. The problem with this approach is subjects may modify their behaviour when they know they are being watched. They portray their ideal self rather than their true self. The advantage that the overt approach has over the covert approach is that there is no deception (see PCIA-II; Holigrocki, Kaminski, & Frieswyk, 1999, 2002). Researcher Participation - The researcher participates in what they are observing so as to get a finer appreciation of the phenomena. [edit] In Marketing Research In marketing research, the most frequently used types of observational techniques are: Personal observation
observing products in use to detect usage patterns and problems observing license plates in store parking lots determining the socio-economic status of shoppers determining the level of package scrutiny determining the time it takes to make a purchase decision eye-tracking analysis while subjects watch advertisements
oculometers - what the subject is looking at pupilometers - how interested is the viewer

Mechanical observation

electronic checkout scanners - records purchase behaviour on-site cameras in stores Nielsen box for tracking television station watching voice pitch meters - measures emotional reactions psychogalvanometer - measures galvanic skin response retail audits to determine the quality of service in stores inventory audits to determine product acceptance shelf space audits credit card records computer cookie records garbology - looking for traces of purchase patterns in garbage detecting store traffic patterns by observing the wear in the floor (long term) or the dirt on the floor (short term) exposure to advertisements observe the content of magazines, television broadcasts, radio broadcasts, or newspapers, either articles, programs, or advertisements

Audits

Trace Analysis

Content analysis

Potential Sources of Error in Research Designs

Total Error

Random Sampling Error

Non-sampling Error

Response Error

Non-response Error

Researcher Error
Surrogate Information Error Measurement Error Population Definition Error Sampling Frame Error Data Analysis Error

Interviewer Errors
Respondent Selection Error Questioning Error Recording Error Cheating Error

Respondent Error
Inability Error Unwillingness Error

ERRORS IN MARKETING RESEARCH

The total error is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. Random sampling error is the variation between the true mean value for the population and the true mean value for the original sample. Non-sampling errors can be attributed to sources other than sampling, and they may be random or nonrandom: including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis. Non-sampling errors consist of non-response errors and response errors.

An Example. Citicorp Banks on Exploratory, Descriptive, and Causal Research Marketing Research at Citicorp is typical in that it is used to measure consumer awareness of products, monitor their satisfaction and attitudes associated with the product, track product usage and diagnose problems as they occur. To accomplish these tasks Citicorp makes extensive use of exploratory, descriptive, and causal research. Often it is advantageous to offer special financial packages to specific groups of customers. In this case, a financial package is being designed for senior citizens. The following seven-step process was taken by marketing research to help in the design.

1) A taskforce was created to better define the market parameters to include all the needs of the many Citicorp branches. 2) A final decision was made to include Americans 55 years of age or older, retired, and in the upper half of the financial strata of that market.

2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted. Exploratory qualitative research involving focus groups was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products.

In the case of senior citizens, a great deal of diversity was found in the market. This was determined to be due to such factors as affluence, relative age, and the absence or presence of a spouse.

3) The next stage of research was brainstorming. This involved the formation of many different financial packages aimed at the target market. In this case, a total of 10 ideas were generated.

4) The feasibility of the 10 ideas generated in step 3 was then tested. The ideas were tested on the basis of whether they were possible in relation to the business. The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step. Can the idea be explained in a manner that the target market will easily understand? Does the idea fit into the overall strategy of Citicorp?

 Is there an available description of a specific target market for the proposed product? Does the research conducted so far indicate a potential match for target market needs, and is the idea perceived to have appeal to this market? Is there a feasible outline of the tactics and strategies for implementing the program? Have the financial impact and cost of the program been thoroughly evaluated and determined to be in line with company practices? In this study, only one idea generated from the brainstorming session made it pass all the listed hurdles and on to step 5.

5) A creative work-plan was then generated. This plan was to emphasize the competitive advantage of the proposed product as well as better delineate the specific features of the product. 6) The previous exploratory research was now followed up with descriptive research in the form of mall intercept surveys of people in the target market range. The survey showed that the list of special features was too long and it was decided to drop the features more commonly offered by competitors.

7) Finally, the product was test marketed in six of the Citicorp branches within the target market. Test marketing is a form of causal research. Given successful test marketing results, the product is introduced nationally.

RESEARCH PROBLEM FORMULATION Where do research topics come from? The idea for a research project? one of the most common sources of research ideas is the experience of practical problems in the field? The Literature Review

PROBLEM FORMULATION

Failure to properly identify where you are headed and why will inevitably lead you to wonder where you are and how you got there! Wren "Well begun is half done" --Aristotle

PROBLEM DEFINITION
Actions: What actions will be considered on the basis of the research? Origin: How did we get in this position? Information: What questions does the decision maker need to be answered? Use: How will each piece of information be used? Targets and subgroups: From whom will we collect this information? Logistics: What will it cost to do this?

TIPS FOR ACCURATELY DEFINING RESEARCH PROBLEMS

Find out why the information is being sought. Determine whether the information already exists. Determine whether the question really can/should be answered. Use exploratory research to define background of the problem

Situation analysis
Determine relevant variables

DEFINITION OF RESEARCH OBJECTIVES

Marketing Research Objectives: the specific bits of knowledge that need to be gathered to close the information gaps highlighted in the research problem. Stated in action terms Serve as a standard to evaluate the quality and value of the research Objectives should be specific and unambiguous Examples: To describe the segments of the marketplace

Experiments
An experiment is defined as manipulating (changing values/situations) one or more independent variables to see how the dependent variable(s) is/are affected, while also controlling the affects of additional extraneous variables. Independent variables: those over which the researcher has control and wishes to manipulate i.e. package size, ad copy, price. Dependent variables: those over which the researcher has little to no direct control, but has a strong interest in testing i.e. sales, profit, market share. Extraneous variables: those that may effect a dependent variable but are not independent variables.

Experimental Design

An experimental design is a procedure for devising an experimental setting such that a change in the dependent variable may be solely attributed to a change in an independent variable.

Experimental Design
Symbols of an experimental design: O = measurement of a dependent variable X = manipulation, or change, of an independent variable R = random assignment of subjects to experimental and control groups E = experimental effect Before-After with Control Group: Experimental group: O1 X O2 O 3 O4 Control group: Where E = (O2 O1) (O4 O3)

How Valid Are Experiments?

An experiment is valid if: the observed change in the dependent variable is, in fact, due to the independent variable (internal validity) if the results of the experiment apply to the real world outside the experimental setting (external validity)

TYPES OF EXPERIMENTS

Two broad classes: Laboratory experiments Field experiments

DIFFERENCE BETWEEN EXPLORATORY AND CONCLUSIVE RESEARCH

Exploratory Conclusive

Objective:

To provide insights and understanding.

To test specific hypotheses and examine relationships.

Character-istics:Information needed is defined Information needed is clearly only loosely. Research process is defined. Research process is formal flexible and unstructured. Sample and structured. Sample is large and is small and non-representative. representative. Data analysis is Analysis of primary data is quantitative. qualitative. Findings /Results: Tentative.
Outcome:

Conclusive. Generally followed by further exploratory or conclusive research.

Findings used as input into decision making.

A Comparison of Basic Research Designs

Exploratory Descriptive Causal

Objective:

Discovery of ideas and insights Flexible, versatile

Describe market characteristics or functions Marked by the prior formulation of specific hypotheses

Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments

Characteristics:

Often the front end of total research design Expert surveys Pilot surveys Secondary data Qualitative research

Preplanned and structured design

Methods:

Secondary data Surveys Panels Observation and other data

THANKS.

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