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RESEARCH DESIGN

Prof M. R. Suresh

Research Design is a detailed blueprint to guide a research study towards its objectives
Research Approach Types of Research
Exploratory Descriptive Causal
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Exploratory:

Seeking insights into a problem no clear definition of hypothesis Provides an accurate snapshot of aspect of the market Hypothesis exits: tentative, speculative One variable determines the values of other variables

Descriptive:

Causal:

Exploratory
Objective Insights Flexible Characteristics Front end of research design

Descriptive
Market Characteristics

Causal
Cause Effect Relations

Prior formulation Manipulate one/ of specific more independent hypotheses variable

Preplanned and Structured

Control of other variables

Methods

Sec data Expert Surveys Surveys Pilot Surveys Panels Section data Observational Qual. Research data

Experiments
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Total Error

Sampling Error

Non-sampling Error

Design Error

Administering Error Questioning Recording Interference

Response Error

Non-response

Selection Error Population Specification Error Sampling Frame Error Surrogate Info Error Measurement Error

Data Error Intentional Unintentional

Failure to contact all members Incomplete responses

Research Tactics and Implementation


Measurement Sampling Plan Anticipating Analysis Analysis of value vs. cost and time Errors in Research Design
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Marketing Research Proposal


1.Executive Summary and Background 2.Problem Definition / Objectives of Research 3.Approach to the problem 4.Research Design 5.Fieldwork / data collection 6.Data Analysis 7.Reporting 8.Cost and Time 9.Appendices
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International Marketing Research


Information requirements
Unit of analysis Equivalence in
Construct Measurement Sampling Analysis
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Preparing data for analysis


Data editing
Interviewer errors, ambiguity, inconsistencies, lack of cooperation ineligible respondent

Coding Statistically adjusting data


Weighting Variable respectification (data modified to create new variables)
(dummy variables)

Scale transformation Standardisation


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Strategy for data analysis Data cleaning Tabulation of data

Empirical distribution Summary statistics

Cross - tabulation
Relationship among & between nominal variables
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Factors influencing choice of data analysis/ stat technique


Type of data (nominal /ordinal / interval) Research design Sample independence Number of groups X1 O X2 O2 O3 Number of variables Variable control
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