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ChapterIII

ResearchDesign
ChapterOutline
1)Overview
2)ResearchDesign:Definition
3)ResearchDesign:Classification
4)ExploratoryResearch
5)DescriptiveResearch
i.CrossSectionalDesign
ii.LongitudinalDesign
iii.AdvantagesandDisadvantagesof Longitudinal
andCrossSectionalDesigns
6)CausalResearch
7)RelationshipsAmongExploratory,Descriptive,and
CausalResearch
ChapterOutline(cont.)
8)PotentialSourcesofError
i.RandomSamplingError
ii.NonsamplingError
a.NonresponseError
b.ResponseError
9)BudgetingandScheduling
10)MarketingResearchProposal
11)InternationalMarketingResearch
ChapterOutline(cont.)
12)EthicsinMarketingResearch
13)InternetandComputerApplications
15)FocusonBurke
14)Summary
15)KeytermsandConcepts
16)Acronyms
definition

_ Frameworkorblueprint
_ Detailstheprocdurediscussedinprvstep
_ nutsandboltsofimplementingthat
approach.
Fig.3.1 AClassificationofMarketing
ResearchDesigns
ResearchDesign

Exploratory Conclusive
ResearchDesign ResearchDesign

Descriptive Casual
Research Research

CrossSectional Longitudinal
Design Design

SingleCross MultipleCross
SectionalDesign SectionalDesign
Tasks

_ Describetheexploratoryphaseofresearch.
_ Defineinfoneeded
_ Specifymeasurementandscalingprocedure
_ Constructquestionaries
_ Samplingprocessandsize.
Table3.1 DifferencebetweenExploratoryand
ConclusiveResearch
Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses
understanding. and examine relationships.

Character- Information needed is Information needed is clearly


istics: defined only loosely. defined. Research process is
Research process is flexible formal and structured. Sample
and unstructured. Sample is large and representative.
is small and non- Data analysis is quantitative.
representative. Analysis of
primary data is qualitative.

Findings Tentative. Conclusive.


/Results:

Outcome: Generally followed by Findings used as input into


further exploratory or decision making.
conclusive research.
Table3.2 AComparisonofBasicResearchDesigns
Exploratory Descriptive Causal
Objective: Discovery of Describe market Determine cause
ideas and characteristics or and effect
insights functions relationships

Characteristics: Flexible, Marked by the prior Manipulation of


versatile formulation of one or more
specific independent
hypotheses variables

Often the front Preplanned and Control of other


end of total structured design mediating
research design variables

Methods: Expert surveys Secondary data Experiments


Pilot surveys Surveys
Secondary data Panels
Qualitative Observation and
research other data
Table3.3 ConsumptionofSoftDrinksby
VariousAgeCohorts
Age 1950 1960 1969 1979

8-19 52.9 62.6 73.2 81.0


20-29 45.2 60.7 76.0 75.8 C8
30-39 33.9 46.6 67.7 71.4 C7
40-49 23.2 40.8 58.6 67.8 C6
50+ 18.1 28.8 50.0 51.9 C5
C1 C2 C3 C4

C1: cohort born prior to 1900 C5: cohort born 1931-40


C2: cohort born 1901-10 C6: cohort born 1940-49
C3: cohort born 1911-20 C7: cohort born 1950-59
C4: cohort born 1921-30 C8: cohort born 1960-69
Table3.4 RelativeAdvantagesandDisadvantagesof
LongitudinalandCrossSectionalDesigns

Evaluation Cross-Sectional Longitudinal


Criteria Design Design

Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -

Note: A + indicates a relative advantage over the


other design, whereas a - indicates a relative
disadvantage.
Table3.5 CrossSectionalDataMay
NotShowChange
Brand Purchased Time Period
Period 1 Period 2
Survey Survey
Brand A 200 200
Brand B 300 300
Brand C 500 500
Total 1000 1000
Table3.6 LongitudinalDataMay
ShowSubstantialChange

Brand Brand Purchased in Period 2


Purchased
in Period 1 Brand A Brand B Brand C Total

Brand A 100 50 50 200


Brand B 25 100 175 300
Brand C 75 150 275 500
Total 200 300 500 1000
RIP3.1 NASCAR Tries to Shed Redneck Image
The National Association of Stock Car Auto Racing
(NASCAR) in the past has appealed to Southerners
with lower incomes that work in laborer-type jobs.
NASCAR, in an attempt to increase its audience,
chose to make-over its stereotyped image and used
exploratory and descriptive research to generate
ideas for reaching a more affluent market.
NASCAR conducted exploratory
research to identify ways to penetrate
the non-race market, reach younger
fans, and build its brand image
across the nation.

Extensive focus groups revealed that:


(1) NASCAR had a rural sports image,
(2) that this image was not necessarily
negative, and
(3) companies that supported sports were
viewed positively.
RIP3.1Contd.

Survey research showed that:


29% of fans had income over
$50,000
27% worked as professionals or
managers
73% had a positive rural sports
image of NASCAR
71% of fans purchased products of
companies that support the sport
NASCAR, of course, sought to increase these
percentages and developed marketing plans
that would build on the image of NASCAR as a
rural sport by emphasizing that most of America
is suburbs and small towns.

NASCAR moved to
reach all of America,
not just the traditional
Southern market.
Fig.3.2 PotentialSourcesofErrorin
ResearchDesigns
TotalError

RandomSampling Nonsampling
Error Error

Response Nonresponse
Error Error

Researcher Interviewer Respondent


Error Errors Error

SurrogateInformationError RespondentSelectionError InabilityError


MeasurementError QuestioningError UnwillingnessError
PopulationDefinitionError RecordingError
SamplingFrameError CheatingError
DataAnalysisError
Citicorp Banks on Exploratory, Descriptive, and
RIP3.2
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.
RIP3.2Contd.

1) A taskforce was created to better define the market


parameters to include all the needs of the many
Citicorp branches. 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.
RIP3.2Contd.

3) The next stage of research was brainstorming. This


involved the formation of many different financial
packages aimed for 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 it?
Does the idea fit into the overall strategy of
Citicorp?
RIP3.2Contd.

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 past 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.
RIP3.2Contd.
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.
RIP3.3 The Greenfield of Online Research

Greenfield Online Research Center, Inc.


(http://www.greenfieldonline.com), based in
Westport, Connecticut, is a subsidiary of the
Greenfield Consulting Group. The Online
Research Center conducts focus groups,
surveys, and polls over the Internet. The
company has built up a panel of close to
200,000 Internet users, from which it draws
survey samples. The samples may be used
for descriptive research designs like single
or multiple cross sectional designs, as well
as longitudinal designs. Causal designs can
also be implemented. Respondents may also
be chosen from the registered Internet users.
RIP3.3Contd.
Internet users wishing to take part in surveys and
other projects begin by registering online at the
companys Web site. The registration consists of a
sign-up survey that asks for e-mail address, type of
computer used, personal interests and information
about the respondents household. Once an Internet
user is registered, Greenfield Online matches the
user with research studies that are well-suited to his
or her interests.

Incentives to take part in focus groups or special


surveys are offered by the companies whose
products or services are being researched. This
incentive is cash or valuable prizes. Incentives are
also offered to Internet users to encourage them to
register with Greenfields Internet panel. New
registrants automatically qualify for prizes that are
awarded in monthly drawings.