Marketing Research

Chapter – 2
Research Design: it’s a framework or blueprint for conducting
the marketing research project. The procedure necessary for
obtaining the information needed to structure or solve
marketing research problems.
Ex: Construction of Building

Research design lays the foundation for conducting the project.

define the information needed
Design exploratory, descriptive & causal phases
Specify the measurement & scaling procedure
Construct& pretext a questionnaire or an appropriate form for
data collection
Specify the sampling process & size
Develop a plan of data analysis
Exploratory research: it is generally based on the
secondary data that are readily available. Its primary
objective is provision of insights into &
comprehension of the problem situation confronting
the researcher
Descriptive research: These are well structured, it tends
to be rigid & its approach cannot be changed every
now & then. It is therefore necessary that the
researcher gives sufficient thought to framing research
questions & deciding the types of data to be collected
& the procedure to be used for this purpose. If he is not
careful in the initial stages, he may find that either the
data is inadequate or the procedure used is
cumbersome & expensive.
Causal design: it investigates the cause and effect
relationship b/w two or more variables. It is based on
reasoning along well tested lines. We use inductive
logic for confirming or rejecting hypothesis with the
help of further evidence. It has two broad categories:
i) Natural experiments & ii) Controlled experiments

Experimental design: it’s a procedure for dividing the

test units into homogeneous sub-samples to be used
with various experimental tests. The design
prevents systematic bias in favor of some
experimental treatments over others & reduce
experimental error.
 This theory originated from the field of
agricultural research. Contributed by R A Fisher.
As it is developed for agricultural field most of
the terminology used in it have agricultural
overtones. They are of two types:
1. Field experiments: actual market conditions
are altered. To determine impact of
advertisement on demand of the product.
2. Laboratory experiments: they are also used in
MR where it tries to create a laboratory setting
to carry out the study.
Conclusive Research:
Research designed to assist the decision maker in
determining, evaluating and selecting the best course of
action to take in a given situation
Cross-Sectional Design:
A type of research design involving the collection of
information from any given sample of population
elements only once
Single Cross sectional design
A cross sectional design in which one sample of respondent
is drawn from the target population and information is
obtained from this sample once
 Research Design Process
MR Objective, Research question, Hypothesis development
Limitation

Estimate Marketing Information system

Research Design

Research Strategies, Questionnaire preparation, Sample design, Statistical design, Analysis

Cost Benefit analysis (To Proceed, review or Dismiss)

Collection of Data, Processing Data, Data Analysis, Intrepretation

Report Writing
There are five major sources of information in MR. they are:
a)Primary data b) Secondary data c) Information from
respondent d) Experimentation e) Simulation f) panels.
a) Primary Data: It is first hand information which usually
is collected by an investigator. It can be obtained through
clinical trials, case studies, true experiments &
randomized controlled studies. Validity of such data can
be cross checked by repeating the same experiment by
experts. It is costly & difficult to collect.
b) Secondary data: It’s a report based on primary data. It
always provides broad background. Its less costly and
time consuming than collecting primary data. It is cheap,
easily accessible, biased and difficult to validate.
c) Information from Respondents: Major source of inf in
MR is obtained from the respondents. Asking question &
observing behr are primary means of obtaining whenever
people action are being investigated.
Sources of inf: 1. Inf from communication
2. Inf from observation
Types of inf

Behavioral Non- Behavioral

a)Post Behr a) Socio Economic
b)Intended Behr character
b)Inf of extent of
Knowledge, attitudes & opinion
d) Experimentation: natural and controlled experiments
where data can be changed or altered only at the
convenience of the investigator through intervention.
e) Simulation: A set of techniques for manipulating a mode
of a real world process for the purpose of finding
numerical solutions that are helpful in deducting about the
real world process that is being modeled.
Diff b/w Simulation and other models of M inf is that
simulation provides inf from an imitation of real world
situation, whereas other models provide inf directly from
the situation being investigated.
f) Panels: a panel is a group of individuals or org that have
agreed to provide inf to a researcher over a period of time.
Methods of collecting Primary data:
1. Survey Method:
It means collecting data through the respondents for any pre-
established research objectives. In this method there is a face
to face contact with the person from whom the information is
to be collected. The information is gathered from the
representative sample of population through the structured
questionnaire. This information is related to some
demographic characteristics, attitudinal aspects, intentions,
perspectives and awareness of respondents participating in
the survey.
Technique of data collection through survey method:
2. Personal interview
3. Telephonic interview
4. Mail Interview
4. Electronic interview
5. Depth Interview
6. Focus groups
7. Projective Technique

2. Personal Interview: data is collected through the

personal contacts. A set of designed questions are
personally asked by the researcher. Questionnaire is either
handed over to the respondent or taken back or are asked
orally and are noted by the researcher himself.
1. Door to door Interview
2. Mall intercept Interview
3. Office interview
4. Self administered Interview
5. Omnibus survey (Continuous Marketing Ex:AIR)

3. Telephonic Interview: Many time searching a respondent

is not possible, under such situations interview can be
conducted through telephone.
4. Mail Survey: The mail survey is another method of
collecting primary data from the respondents by using
traditional mail method. It involves sending questionnaire
accompanied by covering letters to the respondent with a
request to complete it and return it by post. It can be used
only in case the respondent is educated. Questionnaire
should be simple and should contain closed end and
multiple choice questions only.
Electronic Survey: It is of two types: either email or web
based interview. Time, cost, wide coverage and quick
response are the major advantages of this method.

Depth Interview: it refers to intensive and search interview

aiming at studying the respondents opinion, emotion,
values, motivation, expression, feelings etc., on the basis
of an interview guide.
Depth Interview:
• Developing an In-Depth Interview Guide
• What is a Structured In-Depth Interview (IDI)?
• Questions are the same for each respondent
• Directly linked to evaluation goals
• Written accounts are created of respondents answers
• Questions asked usually in same order with careful
consideration given to the wording and order Ample
opportunity for discussion
‘Five Ws and one H’(Who, What, Why, When, Where and
How)
What is the specific purpose of the interviews?
• What information is the client interested in exploring?
• Who needs this information, and what are they going to do
with it?
Hint: Scope of Work will provide many of the answers to
the questions above
Steps to Developing the Structured Guide
• Decide what information is needed
• Search for existing questions
• Draft new questions
• Order questions effectively
• Pre-test and pilot the questions
• Revise and pre-test until deemed acceptable
General Question Order
• Opening question non-threatening, broadly worded
• Early questions do not restrict what respondents feel they
can say later
• Structure from general to specific
• Ask about present before the past or future
• Group questions according to thematic clusters (work plan
for guidance)
• Before asking about controversial matters, first ask about
some facts
• Last questions allow respondents to provide any other
information - impressions of the interview Specific
Conducting an In-Depth Interview to improve
consistency
• Always read the instructions to each participant as stated
• Initially ask every question as stated in the order from the
guide to improve neutrality
• Avoid agreeing or disagreeing with a respondent
• Avoid indicating that a participant’s answer is ‘right,’
‘wrong,’ ‘good,’ ‘poor,’ or ‘interesting.’
• Avoid suggesting an answer or interpreting a question for
a respondent
• Avoid giving opinions during the interview
Focus Interview:
• A focus group is a group interview designed to explore
what a specific set of people (such as consumers, political
activists, or college students) think and feel about a topic.
Focus groups are useful for uncovering people's
perceptions of and concerns about products, proposals, or
most any issue.
• A trained moderator asks questions and facilitates
discussion. A second observer may serve as a recorder.
Group size ranges from eight to twelve people. This
number results in a group that is small enough to permit
genuine discussion, large enough so that a single person is
unlikely to dominate, and not so large as to inhibit the
flow of ideas.
Uses
• A focus group can serve a function similar to depth
interviews in preparing for a more systematic survey.
Commercial firms routinely use focus groups in
developing and designing new products. What do
consumers like and dislike about existing items? Do they
feel they have sufficient choice? Are there unmet product
needs? What would consumers like to see if they could
design products themselves? These types of questions are
asked in exploratory focus groups.
Steps involved in Process of focus group:
 Define the problem
 Develop the discussion format
 Select and screen participants
 Chose the moderator
 Convene the focus group interview
 Collect and analyze the data
 Prepare the report and make a presentation
Projective techniques:
These are indirect and unstructured techniques of
investigation which have been developed by the
psychologist and use projections of respondents for
inferring about underlying motives, urges, intentions,
behaviors, beliefs and attitude etc., which cannot be
secured through direct questioning as the respondent
either resists to reveal them or unable to figure out
himself. With the help of this technique researcher is able
to bring out the hidden or suppressed feelings of
respondents. The basic assumption under this technique is
that a person projects his own ideas, thoughts and
attributes when he perceives and responds to ambiguous
or unstructured stimulus or material.
Types:
Visual Projective technique: these include use of visual
stimuli, which includes:
1. Rorschach test
2. Thematic appreciation test (TAT)
3. Rozenzweigh test
4. Picture frustation test
5. Holtzman Inkbolt test

Verbal Projective test: It involves use of words both for

stimulus and for response. They consists of
6. Word appreciation test
7. Sentence completion test
8. Story completion test
Expressive Technique:
1. Play
2. Drawing
3. Finger
4. Prints
5. Role playing
Questionnaire: It’s a common method with a view to
collect the requisite inf. The questionnaire can be
classified into four main types:
1. Structured non-disguised
2. Structured disguised
3. Non-structured & non-disguised and
4. Non-structured disguised

Structured questionnaire: it’s a formal list of questions

framed to get the facts. A structured questionnaire can
be of two types, namely disguised & non disguised.
This classification is based on whether the object or
purpose of the study is revealed or undisclosed to the
respondents.
Structured disguised questionnaire: in this the researcher does
not disclose the object of the study. He feels that if the
respondents come to know the object of the study he may not be
objective in giving the necessary inf and as such its purpose
may be defeated.

Structured non-disguised: it is one where listing of questions is

in a prearranged order and where the object of enquiry is
revealed to the respondent. It is felt that the respondent should
be taken into confidence & clearly told why the study is being
undertaken.

Non-structured questionnaire: it is one in which the questions

are not structured and the order in which they are to be asked
from the respondent is left entirely to the researcher. He asks the
questions in the manner in which
he deems fit in a particular situation. Infact he may have certain
main points on which he may develop the questions at the
time of the actual interview.

Non structured and Non-disguised: normally non structured

questionnaire are used in exploratory research through
contacting respondents. A well structured questionnaire is
developed on the basis of answers received. A questionnaire
where the purpose of the enquiry is disclosed to the
respondent is called non structured and non-disguised

Non structured and disguised: a pattern of questionnaire

where there is no sequence and respondent is not informed
about the object of study is non structured and disguised
questionnaire.
Designing a questionnaire: An investigator collecting
primary data has to be extremely careful in deciding what
information is to be collected, how many questions to be
formulated, what should be the sequence, wording and
layout of the questionnaire.
Types of information to be collected: the information
could be one or more of the following type: i) facts ii)
quasi facts iii) awareness or penetration of information iv)
opinions v) attitude vi) future action plans vii) reasons
Types of questions: the second imp thing is to decide which
types of question are to be used. Questions can be
classified in various ways: i) open ended questions ii)
dichotomous questions iii) multiple questions
Open ended questions: simple open or free answer
questions gives the respondent complete freedom to
decide the form, length and detail of the answer. Such
questions can give more inf on the study but are difficult
to compress lengthy answers in a meaningful manner.
Such questions may be good qualitatively but their
quantification becomes extremely difficult, if not
possible.
Dichotomous questions: it has only two answers in the
form ‘yes’ or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’
etc.,
Multiple choice questions: In these questions respondent is
offered two or more choices. The marketing researcher
exhausts all possible choices and the respondents has to
indicate which one is applicable in his case.
Phrasing of the questions: The way in which the question
is drafted is very imp as a slightly suggestive wording
would elicit a very different answer from the respondent.
In order to ensure appropriate phrasing questions, one
should be particular about the following factors:
1. Difficult words should be avoided. Technical or special
terms should be excluded.
2. Vague words such as many, often, generally, on the
whole , reasonably should not be used.
3. Lengthy questions should be avoided
4. One should avoid combining two questions into one.
5. Questions lacking specificity should be avoided or
modified suitably so that they become more precise
Order of questionnaire: The imp aspect which a researcher
should give preference is sequence or order of questions
to be contained in a questionnaire. Initially researcher has
to establish rapport with the respondent, it is necessary
that questions asked at the beginning are simple and
thereby helpful in establishing rapport. Difficult questions
or those on sensitive issues should be relegated to the end
of the questionnaire.
How many questions to be asked: The researcher has to
sustain the interest of the respondent until the last
moment, so that the interview can be completed
successfully and the requisite inf obtained. Too lengthy a
questionnaire would obviously be a disadvantage and the
response to it may be quite poor.
Layout of the questionnaire: researcher has to decide about
the layout of the questionnaire implies that the document
should be set in such a way that it leaves a favorable
impression on the respondent. It should be neatly printed &
individual pages should not have too many questions.
Proper spacing b/w and within a question should be
provided for.

Mail questionnaire: The type of questionnaire to be designed

depends upon the type of survey. Broadly there are three
types of survey namely personal, mail and telephone. Only
personal & mail survey are used in India. Mail survey
needs a questionnaire which should have some additional
characteristics, it is necessary to look into this aspect in
some detail:
1. Preparation of questionnaire should be with greater care
& more thought as interviewer is not available.
2. Mail questionnaire should be shorter than the
questionnaire used personally, otherwise response rate
would be affected adversely.
3. Wording should be extremely simple to avoid
misunderstanding.
4. In case of lengthy questionnaire it may be desirable to
send an advance letter seeking cooperation of the
respondent.
5. Whenever necessary suitable explanation should be
provided so that respondent understands the question in
a proper perspective, in which the researcher intends.
6. A covering letter must be invariably enclosed explaining
the purpose of the study.
7. It should also be accompanied by a pre-addressed and
stamped envelop to facilitate respondent to return same as
soon as it is filled in without incurring any expenditure
himself.

Steps for designing the questionnaire:

1. Determine what information is required
2. What type of questionnaire be used
3. Determine the types of questions
4. Decide the wording of the questions
5. Arrange the questions in proper order
6. Identify the form and layout
7. Construct the draft
8. Self evaluation
9. External evaluation
10. Revision
11. Pilot study
12. Revision after pre-test
13. Second pre-test
14. Preparing the final draft