Research Methodology

Research Design
Research Design
 framework or plan for a study
 Used as a guide in collecting and
analysing data
 A blueprint, followed in completing a
study
Types of Research Design

 Descriptive
 Exploratory
 Causal
Descriptive Research Design
Purpose of descriptive research is to:
 describe the characteristics of certain groups

/ samples / populations
 Estimate proportions in specified populations

Make specific predictions

 Descriptive research often follows exploratory

research to describe the particularities of the

properties identified during in the exploratory
step.
 Descriptive Research
 Done using rigid methods with clear
specifications of the who, what, when, where,
why and how of the research
 Frequently use pilot studies to test the data
collection tool and analysis techniques
 Data collection often done through structured
interviews or questionnaires
 True Panel

Longitudinal

Omnibus Panel

Descriptive
Studies

Cross Sectional Sample Survey

Cross Sectional Descriptive Studies

 most common and most familiar

 uses a representative sample of elements from a

population, often for a sample survey

 characteristics of the elements are measured once, i.e. it

provides a snapshot of the variables under investigation

Disadvantage of sample surveys are:

 High level questions, not very deep, which allow for
statistical analysis
 Expensive in terms of time and money
 Technical skills requirements of the researcher
Longitudinal Descriptive studies

 involve panels, i.e. a fixed sample of elements, which are

repeatedly measured over time, i.e. it provides a movie of the
variables under investigation

 panel members are relatively constant over time

 True panel: repeatedly measured on the same variable

 Omnibus panel: repeatedly measured, but on differing
variables

 True longitudinal analysis (aka time series analysis) can only

be performed on the true panel
Exploratory Research
Purpose of exploratory research:
 Formulating a problem for more precise investigation
and for developing hypotheses
 Establishing priorities for further research
 Gathering information about the practical problems
of
carrying out research on particular conjectural
statements
 Increasing the analyst’s familiarity with the problem
 Clarifying concepts
 … is appropriate to any problem about which little is
known
 … is to develop tentative explanations, not
demonstrating the viability of a given explanation
 … is characterized by flexibility in methodology use
 … is particularly indicated for:
 Literature search
 Experience surveys
 Focus groups
 Analysis of selected cases
Literature survey in Exploratory Research

 Easy way to discover hypotheses in the work

of others
 May involve conceptual literature, trade
literature and / or published statistics
 Serves for the discovery of ideas and
tentative explanations of a phenomenon
 Demonstrating the explanation is better left
to descriptive and causal research
Experience survey in Exploratory Research

 Taps the knowledge and experience of those

familiar with the subject being investigated

 Careful selection of respondents needed, because the

nature of the experience survey is on gaining insight
into the relationship between variables and not to get
an accurate picture of current or best practices.

 Provocative ideas and useful insights are more

valuable than statistics of the profession
 Focus Groups in Exploratory Research

Consist of 8-12 members knowledgeable in the

subject under investigation
Goal is to:
 Generate hypotheses for quantitative test

 Generate information to structure questionnaires

 Provide overall background information

 Secure impressions on new product concepts

 Interact through various possible means, e.g.

meeting, email group using Delphi techniques etc.

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Causal Research Design