Amba0202 Unit 2

Noida Institute of Engineering and Technology, Greater Noida
Research Design
Types of Research Design
Unit: II
Business Research
Methods
MBA II Semester
Index
S. No Index
1. Content
2. Objective of Unit
3. Course Outcomes
4. CO-PO & PSO Mapping
5. Prerequisite & Topic wise Recap
6. Topic Mapping with CO
7. Objectives of Topic/Session
8. Lecture
9. Video Links
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Index
S. No Index
10. Daily Quiz

11. MCQs
12. Weekly Assignment

13. Old Questions Papers
14. Expected Questions Papers

15. Summary
16. References
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Content
• Research design
• Qualitative and Quantitative Research Approaches
• Exploratory Research Design
• Qualitative Techniques
• Descriptive Research Designs
• Experimental Design
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Objective of Unit
Objective of this unit are:
• To understand the concept and features of Research

Design.
• To understand the qualitative and quantitative
research approaches.
• To understand and apply exploratory Research Design
• To understand and apply descriptive research design.
• To understand and construct experimental Research
Design.
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Course Outcome
CO1: Knowledge of concept / fundamentals for different types of
research.
CO2: Applying relevant research techniques.
CO3: Understanding relevant scaling & measurement techniques and

should use appropriate sampling techniques
CO4: Synthesizing different techniques of coding, editing, tabulation

and analysis in doing research.
CO5: Evaluating statistical analysis which includes various parametric

test and non parametric test and ANOVA technique and prepare
report.
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CO-PO and PSO Mapping
S No CO/PO PO1 PO2 PO3 PO4 PO5 PO6

1 CO1 2 1
2 CO2 3 2
3 CO3 3
4 CO4 1 3
5 CO 5 1 2
*1=High, *2=Medium, *3=Low

Program Course Outcomes
Specific 1 2 3 4 5
Outcomes
1 3 1
2 1 1 2
3 1 2
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Prerequisites and Topic wise Recap
Prerequisites for this session are:
• General understanding of surrounding business
environment.
• Understanding of scientific method.
Recap:
• Research: definition & types
• Scientific Method
• Research Proposal
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Topic & CO Mapping
S No Topic CO Level
1 Research design CO 1 1
2 Qualitative and Quantitative Research CO 2 2
Approaches
3 Exploratory Research Design CO 2 2
4 Qualitative Techniques CO 2 2
5 Descriptive Research Design CO 2 2
6 Experimental Research Design
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Session/ Topic Objectives
• To understand the Research design and its features.

• To understand the Qualitative and Quantitative
Research Approaches.
• To understand and apply Exploratory Research Design.
• To understand and apply Qualitative Techniques
• To understand and apply Descriptive Research Designs
• To understand and apply Experimental Research
Design
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Research Design
The research design refers to the overall strategy

that is chosen to integrate the different
components of the study in a coherent and
logical way, thereby, ensuring the effective
address to the research problem.
It constitutes the blueprint for the collection,

measurement, and analysis of data.
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Design decision happen to be in respect of..
• What is the study about?

• Why is this study being made?
• Where will the study be carried out?
• What type of data is required?
• Where can the required data be found?
• What periods of time will the study include?
• What will be the sample design?
• What techniques of the data collection would be used?
• How will the data be analysed?
• In what style the report be prepared?
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Research Design Split
• Sampling Design
• Observational Design
• Statistical Design
• Operational Design
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Features of Good Research Design
• Objectivity
• Precision
• Reliability
• Validity
• Generalization
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Usage of Research Design
• It answers the questions being investigated.

• Extraneous factors are controlled.
• The degree of generalization that can be made
is valid.
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Qualitative Approaches
Qualitative research is considered to be

particularly suitable for gaining an in-depth
understanding of underlying reasons and
motivations.
It provides insights into the setting of a problem.

At the same time, it frequently generates ideas
and hypotheses for later quantitative research.
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Quantitative Approaches
Quantitative Research is considered to have as

its main purpose the quantification of data.
This allows generalizations of results from a

sample to an entire population of interest and
the measurement of the incidence of various
views and opinions in a given sample.
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Depth Interwiew
Depth interview is a qualitative research technique

that involves conducting intensive
individual interviews with a small number of
respondents to explore their perspectives on a
particular idea, program, or situation.
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Experience Survey
A customer experience survey is
a questionnaire designed to help a business
capture customers' thoughts and feelings about
its brand, products, or services
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Focus Group
A focus group is a market research method that brings

together 6-10 people in a room to provide feedback
regarding a product, service, concept, or marketing
campaign.
A trained moderator leads a 30-90-minute discussion

within the group that is designed to gather helpful
information.
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Qualitative vs Quantitative
Methods include Surveys, structured

focus groups, in- interviews &
depth interviews, observations, and
and reviews of reviews of records
documents for or documents for
types of themes numeric
information
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Primarily inductive Primarily deductive

process used to process used to
formulate theory test pre-specified
or hypotheses concepts,
constructs, and
hypotheses that
make up a theory.
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More subjective: More objective:

describes a provides observed
problem or effects (interpreted
condition from the by researchers) of
point of view of a program on a
those experiencing problem or
it. condition.
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Text-based Number-based
More in-depth Less in-depth but

information on a more breadth of
few cases. information across
a large number of
cases.
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Unstructured or Fixed response

semi-structured options.
response options.
No statistical tests Statistical tests are

used for analysis
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Can be valid and Can be valid and

reliable: largely reliable: largely
depends on skill depends on the
and rigor of the measurement
researcher. device or
instrument used.
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Qualitative
vs Quantitative
Time expenditure Time expenditure

lighter on the heavier on the
planning end and planning phase
heavier during the and lighter on the
analysis phase. analysis phase.
Less generalizable More generalizable
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Quantitative Approach
Pros:
• Quick & Speedy
• Cost Effective
• Allows researcher to test hypothesis
• Statistical nature allows for generalization
Cons:
• Difficulty in getting specific details
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Qualitative Approach
Pros:
• Great for exploratory purposes
• Depth & richness of data
Cons:
• moderators may be more prone to
accusations of bias & personal subjectivity.
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Exploratory Research Design
The major emphasis in on getting ideas and insights.
It is particularly helpful in breaking broad, vague

problem statements into smaller, more correct
subproblem statements.
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Brand X is an economically priced diaper and it is

designed to compete with low-cost-store brand
diapers. Families with children, having more money
than when the brand was first introduced are willing
to pay and our market share is decreasing.
(Descriptive)
Why parents are willing to pay more for high quality

diapers if so what features such as better fit or greater
absorbency were most important to them. (Casual )
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Exploratory study is often an initial setup. When

researchers begin an investigation, it stands to reason
that they lack a great deal of knowledge about the
problem.
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Exploratory research is useful for establishing priorities
among research questions and for learning about the
practical problems of carrying out research:
• What kind of questions will respondents be able to

answer?
• What are the barriers to contacting the appropriate
respondents?
• When should the study be conducted?
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Techniques in Exploratory Research
• Projective Techniques
• Qualitative Techniques
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Projective Techniques
Marketing researchers sometimes use a variety of

techniques for gauging a respondent’s feelings,
attitudes, and motivations. These techniques originate
from clinical psychology.
These are designed to help the researcher get to

feelings that the respondents may not be fully aware
they have. These techniques form the basis of
motivational research.
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Respondents project themselves onto a third party in

an ambiguous situation presented by the researcher.
The researcher infers the respondents feelings from the

answer the respondent offers.
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These techniques are used for a variety of

reasons:
• Respondents are not fully aware of their
motivations.
• People are reluctant to admit in public their
real motivation for fear of being perceived as
arrogant, vain, sexist, racist, etc.
• People may conceal their views for fear of
being seen as irrational.
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•Thematic Appreciation Test (TAT)

•Word Association Test
•Sentence or Story Completion test
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Thematic Appreciation Test (TAT)
Psychologist Henry A. Murray and psychoanalyst

Christiana Morgan developed TAT over 80 years
ago at Harvard University TAT is also known as
Picture Interpretation Technique. Here is how
TAT works. The complete version of the TAT
includes 32 pictures.
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Typically, the respondent is generally presented with

a series of 8 to 12 pictures to interpret. These
pictures focus on a product or service, and the
nature of this situation is ambiguous. The
researcher then asks the respondent to discuss:
• What is happening?
• What might have lead up to this situation?
• What might happen next?
• What are the people in the
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Word Association Test
With Word Association Tests an interviewer reads

a word to a respondent and asks for the first word
to come to mind. The interviewer reads a series of
words in quick succession to avoid allowing the
respondent to think, and thereby censor his or
her thoughts. Respondents can be asked about
brands, slogans, or product categories.
Word Association Tests are often used to explore
new brand names, advertising slogans, and
advertising themes.
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Word Association Test
Following are some words relating to smart phones that

a consumer might be asked to respond to:
• iPhone
• Battery
• Fragile
• Android
• Samsung
• Nokia
• Blackberry
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Sentence or Story Completion Test
• People who own imported cars are _______.

• Men who drink domestic beer are _______.
• Men who drink imported beer are _______.
• Men who drink strong beer are ___________.
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Descriptive Research
Descriptive research can be explained as a

statement of affairs as they are at present with
the researcher having no control over variable.
Descriptive studies may be characterised as

simply the attempt to determine, describe or
identify what is, while analytical research
attempts to establish why it is that way or how it
came to be.
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Descriptive Research
Three main purposes of descriptive studies can

be explained as describing, explaining and
validating research findings.
Descriptive studies are closely associated with

observational studies, but they are not limited
with Observation data collection method. Case
studies and Surveys can also be specified as
popular data collection methods used with
descriptive studies.
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Examples of Descriptive Research
• What are the most effective intangible employee motivation

tools in hospitality industry in the 21 stcentury?
• What is the impact of viral marketing on consumer
behaviour in consumer amongst university students Africa?
• Do corporate leaders of multinational companies in the
21stcentury possess moral rights to receive multi-million
bonuses?
• What are the main distinctive traits of organisational culture
of McDonald’s USA?
• What is the impact of the global financial crisis of 2007 –
2009 on fitness industry in the India?
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Advantages of Descriptive Research
• Effective to analyse non-quantified topics and

issues
• The possibility to observe the phenomenon in
a completely natural and unchanged natural
environment
• The opportunity to integrate the qualitative
and quantitative methods of data collection
• Less time-consuming than quantitative
experiments
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Disadvantages of Descriptive Research
• Descriptive studies cannot test or verify the

research problem statistically
• Research results may reflect certain level of
bias due to the absence of statistical tests
• The majority of descriptive studies are not
‘repeatable’ due to their observational nature
• Descriptive studies are not helpful in
identifying cause behind described
phenomenon
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Observation Method
Observation data collection method is classified

as a participatory study, because the researcher
has to immerse herself in the setting where her
respondents are, while taking notes and/or
recording.
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Observation Method
Observation as a data collection method can be

structured or unstructured.
In structured observation, data collection is

conducted using specific variables and according to a
pre-defined schedule.
Unstructured observation, on the other hand, is

conducted in an open and free manner in a sense that
there would be no pre-determined variables or
objectives.
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Advantages of Observation Method
• Direct access to research phenomena.
• High levels of flexibility in terms of application

and generating a permanent record of
phenomena to be referred to later.
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Disadvantages of Observation Method
• Longer time requirements.

• High levels of observer bias.
• Impact of observer on primary data, in a way
that presence of observer may influence the
behaviour of sample group elements.
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Case Studies
Case studies aim to analyze specific issues within

the boundaries of a specific environment,
situation or organization.
According to its design, case studies in business

research can be divided into three categories:
explanatory, descriptive and exploratory.
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Explanatory
“An investigation into the reasons of the global

financial and economic crisis of 2008 – 2010.”
How & Why
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Descriptive
“Impact of increasing levels of

multiculturalism on marketing
practices: A case study of McDonald’s
Indonesia.”
Sequence of interpersonal event after a due
amount of time has passed.
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Exploratory
“A study into differences of leadership

practices between private and public
sector organizations in India.”
What or Who
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Cross Sectional
&
Longitudinal Study
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Cross Sectional Study
cross-sectional study compares different

population groups at a single point in time.
Think of it in terms of taking a snapshot.

Findings are drawn from whatever fits into the
frame.
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Example
Let’s choose to measure cholesterol levels in

daily walkers across two age groups, over 40 and
under 40, and compare these to cholesterol
levels among non-walkers in the same age
groups. We might even create subgroups for
gender. However, we would not consider past or
future cholesterol levels, for these would fall
outside the frame. We would look only at
cholesterol levels at one point in time.
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Cross Sectional Study
The benefit of a cross-sectional study design is

that it allows researchers to compare many
different variables at the same time.
We could, for example, look at age, gender,

income and educational level in relation to
walking and cholesterol levels, with little or no
additional cost.
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Longitudinal Study
A longitudinal study, like a cross-sectional one, is

observational.
So, once again, researchers do not interfere with

their subjects.
However, in a longitudinal study, researchers

conduct several observations of the same subjects
over a period of time, sometimes lasting many
years.
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Example
Let’s choose to look at the change in

cholesterol levels among women over 40
who walk daily for a period of 20 years. The
longitudinal study design would account for
cholesterol levels at the onset of a walking
regime and as the walking behaviour
continued over time. Therefore, a
longitudinal study is more likely to suggest
cause-and-effect relationships than a cross-
sectional study by virtue of its scope.
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Cross Sectional vs Longitudinal
The most important distinction between

longitudinal and cross-sectional studies, is the
timeline.
Instead of a researcher collecting data from

varying subjects in order to study the same
variables, the same subjects are surveyed
multiple times, in some cases, over the course of
many years.
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Longitudinal Study
Longitudinal studies can have big benefits for

business. With them, one can track and measure
topics as varied as:
• Market trends
• Brand awareness
• Product feedback
• Customer satisfaction
• Employee engagement
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Types of Longitudinal Study
There are three distinct kinds of longitudinal

studies. They are:
• Panel
• Cohort
• Retrospective
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Panel
A panel study will involve a representative

sample of subjects, usually found through
a panel services company.
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Cohort
Cohort study observes subjects that fall in a

similar group or demographic based on shared
characteristics.
This could include region, age, or common

experience.
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Retrospective
A retrospective study takes advantage of

historical data, often times in comparison to
updated data.
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Experimental Research
Experimental research is a scientific approach to
research, where one or more independent variables
are manipulated and applied to one or more
dependent variables to measure their effect on the
latter.
The effect of the independent variables on the

dependent variables is usually observed and
recorded over some time, to aid researchers in
drawing a reasonable conclusion regarding the
relationship between these 2 variable types.
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The experimental research method is widely

used in physical and social sciences,
psychology, and education.
It is based on the comparison between two

or more groups with a straightforward logic,
which may, however, be difficult to execute.
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Mostly related to a laboratory test procedure,

experimental research designs involve
collecting quantitative data and performing
statistical analysis on them during research.
Therefore, making it an example of
quantitative research method.
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Experimental Research-Example
Imagine taking 2 samples of the same plant and
exposing one of them to sunlight, while the other is
kept away from sunlight. Let the plant exposed to
sunlight be called sample A, while the latter is called
sample B.
If after the duration of the research, we find out that

sample A grows and sample B dies, even though they
are both regularly wetted and given the same
treatment. Therefore, we can conclude that sunlight
will aid growth in all similar plants.
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What is an Experiment?
• Research method in which

– conditions are controlled
– so that 1 or more independent variables
– can be manipulated to test a hypothesis
– about a dependent variable.
• Allows
– evaluation of causal relationships among variables
– while all other variables are eliminated or
controlled.
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Some Definitions
• Dependent Variable
– Criterion by which the results of the experiment
are judged.
– Variable that is expected to be dependent on the
manipulation of the independent variable
• Independent Variable
– Any variable that can be manipulated, or altered,
independently of any other variable
– Hypothesized to be the causal influence
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More Definitions
• Experimental Treatments
– Alternative manipulations of the independent
variable being investigated
• Experimental Group
– Group of subjects exposed to the experimental
treatment
• Control Group
– Group of subjects exposed to the control
condition
– Not exposed to the experimental treatment
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More Definitions
• Test Unit
– Entity whose responses to experimental treatments are being
observed or measured
• Randomization
– Assignment of subjects and treatments to groups is based on
chance
– Provides “control by chance”
– Random assignment allows the assumption that the groups
are identical with respect to all variables except the
experimental treatment
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Constant Error (bias)
• Constant error is error that occurs in the same
experimental condition every time the basic
experiment is repeated – a systematic bias
• Example:
– Experimental groups always administered the treatment in
the morning
– Control groups always in the afternoon
– Introduces an uncontrolled extraneous variable – time of day
– Hence, systematic or constant error
• Extraneous Variables
– Variables other than the manipulated variables that affect
the results of the experiment
– Can potentially invalidate the results
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Sources of Constant Error
• Demand Characteristics
– Experimental design procedures or situational aspects of the
experiment that provide unintentional hints to subjects about
the experimenter’s hypothesis
– If occurs, participants likely to act in a manner consistent with
the experimental treatment.
– Most prominent demand characteristic is the person actually
administering the experimental treatments.
• Experimenter Bias
– Effect on the subjects’ behavior caused by an experimenter’s
presence, actions, or comments, i.e., smiling, nodding,
frowning at the wrong time
• Guinea Pig Effect
– Effect on experimental results caused by subjects changing
normal behavior or attitudes to cooperate with experimenter.
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Controlling Extraneous Variables
• Blinding
– Technique used to control subjects’ knowledge of
whether or not they have been given the
experimental treatment.
– Taste tests, placebos (chemically inert pills), etc.
• Constancy of Conditions
– Subjects in experimental & control groups are
exposed to identical situations except for differing
conditions of the independent variable.
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• Order of Presentation
– If experimental method requires that the same
subjects be exposed to 2 or more experimental
treatments, error may occur due to order in which
the treatments are presented
– Counterbalancing
• ½ the subjects exposed to Treatment A first, then to
Treatment B.
• Other ½ exposed to Treatment B first, then to
Treatment A.
• Eliminates the effects of order of presentation
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• Isolate experimental subjects

– Minimize the extent to which subjects can talk
about the experiment with each other.
• Use a “blind” experimental administrator
– Do not tell the people actually administering the
experiment the experimental hypothesis.
• Administer only 1 experimental condition per
subject
– If testing 2 package designs, only show 1 of them
to each individual subject.
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Experimental Validity
• Internal Validity
– Indicates whether the independent variable was
the sole cause of the change in the dependent
variable
• External Validity
– Indicates the extent to which the results of the
experiment are applicable to the real world
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Extraneous Variables that Jeopardize Internal
Validity
• History Effect
– Specific events in the external environment between
the 1st & 2nd measurements that are beyond the
experimenter’s control
– Common history effect occurs when competitors
change their marketing strategies during a test
marketing experiment
• Cohort Effect
– Change in the dependent variable that occurs
because members of one experimental group
experienced different historical situations than
members of other experimental groups
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Extraneous Variables that Jeopardize
Internal Validity
• Maturation Effect
– Effect on experimental results caused by experimental
subjects maturing or changing over time
– During a daylong experiment, subjects may grow
hungry, tired, or bored
• Testing Effect
– In before-and-after studies, pretesting may sensitize
subjects when taking a test for the 2nd time.
– May cause subjects to act differently than they would
have if no pretest measures were taken
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Extraneous Variables that Jeopardize
Internal Validity
• Instrumentation Effect
– Caused by a change in the wording of questions, in
interviewers, or in other procedures used to measure the
dependent variable.
• Selection Effect
– Sampling bias that results from differential selection of
respondents for the comparison groups.
• Mortality or Sample Attrition
– Results from the withdrawal of some subjects from the
experiment before it is completed
– Effects randomization
– Especially troublesome if some withdraw from one treatment
group and not from the others (or at least at different rates)
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Types Experimental Research Design
1. Pre-experimental Research Design
• One-shot Case Study Research Design
• One-group Pretest-posttest Research Design
• Static-group Comparison
2. Quasi-experimental Research Design
3. True Experimental Research Design
• Posttest-only Control Group Design:
• Pretest-posttest Control Group Design
• Solomon four-group Design
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Experimentation as Conclusive Research
Conclusive
Figure 8. 3
Experiment
ation as
Conclusive
Research
Research
Descriptive
Causal
Experimentation
Field Laboratory
Experiments Experiments
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Laboratory vs Field Experience
Laboratory Versus Field Experiments
Table8.2
Laborato
ryVersus
Field
Experime
nts
FACTOR LABORATORY FIELD
Environment Artificial Realistic
Control High Low
Reactive error High Low
Demand artifacts High Low
Internal validity High Low
External validity Low High
Time Short Long
Number of units Small Large
Ease of implementation High Low
Cost Low High

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Symbolism for Diagramming Experimental
Designs
X = exposure of a group to an experimental treatment

O = observation or measurement of the dependent variable
If multiple observations or measurements are taken,

subscripts indicate temporal order – I.e., O1, O2, etc.
R = random assignment of test units;

individuals selected as subjects for the experiment
are randomly assigned to the experimental groups
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Pre-Experimental Designs
• Do not adequately control for the problems
associated with loss of external or internal
validity
• Cannot be classified as true experiments
• Often used in exploratory research
• Three Examples of Pre-Experimental Designs
– One-Shot Design
– One-Group Pretest-Posttest Design
– Static Group Design
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One-Shot Design
• A single measure is recorded after the

treatment is administered
• Study lacks any comparison or control of
extraneous influences
• No measure of test units not exposed to the
experimental treatment
• May be the only viable choice in taste tests
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One-Group Pretest-Posttest Design
• Subjects in the experimental group are measured
before and after the treatment is administered.
• No control group
• Offers comparison of the same individuals before
and after the treatment (e.g., training)
• If time between 1st & 2nd measurements is
extended, may suffer maturation
• Can also suffer from history, mortality, and
testing effects
• Diagrammed as O1 X O2
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Static Group Design
• A.K.A., after-only design with control group
• Experimental group is measured after being exposed to
the experimental treatment
• Control group is measured without having been
exposed to the experimental treatment
• No pre-measure is taken
• Major weakness is lack of assurance that the groups
were equal on variables of interest prior to the
treatment
• Diagrammed as: Experimental Group X O1
Control Group O2
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Pretest-Posttest Control Group Designa
• Before-After with Control
• True experimental design
• Experimental group tested before and after
treatment exposure
• Control group tested at same two times
without exposure to experimental treatment
• Includes random assignment to groups
• Effect of all extraneous variables assumed to
be the same on both groups
• Do run the risk of a testing effect
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Pretest-Posttest Control Group Design
• Diagrammed as
– Experimental Group: RO1 X O2
– Control Group: O3R O4
• Effect of the experimental treatment equals
(O2 – O1) -- (O4 – O3)
Pretest-Posttest Control Group Design
• Example
– 20% brand awareness among subjects before an
advertising treatment
– 35% in experimental group & 22% in control group
after the treatment
– Treatment effect equals (0.35 – 0.20) – (0.22 – 0.20)
= 13%
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Posttest-Only Control Group Design
• A.K.A., After-Only with Control

• Experimental group tested after treatment exposure
• Control group tested at same time without exposure
to experimental treatment
• Includes random assignment to groups
• Effect of all extraneous variables assumed to be the
same on both groups
• Do not run the risk of a testing effect
• Use in situations when cannot pretest
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Posttest-Only Control Group Design
• Diagrammed as
– Experimental Group: RX O1
– Control Group: RO
2
• Effect of the experimental treatment equals

(O2 – O1)
• Example
– Assume you manufacture an athlete’s foot remedy
– Want to demonstrate your product is better than the
competition
– Can’t really pretest the effectiveness of the remedy
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Solomon Four-Group Design

• Combines pretest-posttest with control group
design and the posttest-only with control
group design
• Provides means for controlling the interactive
testing effect and other sources of extraneous
variation
• Does include random assignment
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Solomon Four-Group Design
• Diagrammed as
– Experimental Group 1: R O1 X O2
– Control Group 1: RO O4
3
R
– Experimental Group 2: X O5
R
– Control Group 2: O6
• Effect of independent variable (O2 – O4) & (O5 – O6)
• Effect of pretesting (O4 – O6)
• Effect of pretesting & measuring (O2 – O5)
• Effect of random assignment (O1 – O3)
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Completely Randomized Design
• Involves randomly assigning treatments to group
members
– Allows control over all extraneous treatments while
manipulating the treatment variable
– Simple to administer, but should NOT be used unless
test members are similar, and they are also alike
regarding a particular extraneous variable
– Different forms of the independent variable are
called “levels.”
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Completely Randomized Design: Example
• Grocery store chain trying to motivate

consumers to shop in their stores
• 3 possible sales promotional efforts
X1 = offer discount of 5% off total shopping bill

X2 = offer taste sample of selected foods
X3 = control group, no sales promotional effort
applied
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Completely Randomized Design: Example
SALES PROMOTION TECHNIQUE
LEVELS 5% discount Taste samples No sales

promotion
Sales, store 3 Sales, store 5 Sales, store 9
STORES Sales, store 1 Sales, store 8 Sales, store 7
Sales, store 6 Sales, store 4 Sales, store 2
Average sales Average sales Average sales
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Factorial Design
• Used to examine the effects that the
manipulation of at least 2 independent variables
(simultaneously at different levels) has upon the
dependent variable.
• The impact that each independent variable has
on the dependent variable is referred to as the
main effect.
• Dependent variable may also be impacted by the
interaction of the independent variables. This is
called the interaction effect.
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Factorial Design: Example
• Grocery store chain wants to use 12 of its stores to
examine whether sales would change at 3 different
hours of operation and 2 different types of sales
promotions
• Dependent variable is change in sales
• Independent variables
– Store open 6 am to 6 pm
– Store open 6 am to midnight
– Store open 24 hours/day
– Sales promotion: samples for a free gift
– Sales promotion: food samples
• Called a 3 x 2 factorial design
• Need 6 experimental groups (3 x 2 = 6)
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Factorial Design: Example
HOURS OF OPERATION
SALES 6 am – 6 pm 6 am – midnight 24 hours

PROMOTION
Gift stamps
Food samples
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Test Marketing
• Controlled experiment conducted on a small segment of
the target market
• Major objectives
– Determine how well products will be accepted in the
marketplace
– Determine how changes in marketing mix will likely affect
product success
• Major reason for test marketing is risk reduction
– Lose $ 1 million in test market or $ 50 million on product
failure?
• Problems
– Expense
– Time
– Competitors can disrupt
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Factors to Consider
• Population size
• Demographic composition
• Lifestyle considerations
• Competitive situation
• Media coverage & efficiency
• Media isolation
• Self-contained trading area
• Overused test markets
• Loss of secrecy
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Summary
Mostly related to a laboratory test procedure,
experimental research designs involve
collecting quantitative data and performing statistical
analysis on them during research. Therefore, making it
an example of quantitative research method.
The experimental research method is widely used in

physical and social sciences, psychology, and education.
6/19/2020 AMBA0202 (BRM) Unit-2 109

Youtube Links
https://www.youtube.com/watch?v=O6y1wU8Ld84
https://www.youtube.com/watch?v=hOb9nMRTtxI
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Daily Quiz
Q1. The process not needed in experimental researches is

A. Reference collection
B. Controlling
C. Observation
D. Manipulation and replication

Q2. Design decision happen to be in respect of

E. What is the study about?
F. Why is this study being made?
G. Where will the study be carried out?
H.All of the above
6/19/2020 AMBA0202 (BRM) Unit-2 111

Daily Quiz
Q3. This research design deals with the method of selecting items
to be observed for the given study.
A. Sampling
B. Experimental
C. Observational
D. None of these
Q4. What are the uses of Research Design?

E. It answers the questions being investigated.
F. Extraneous factors are controlled.
G. The degree of generalization that can be made is valid.
H.All of the above
6/19/2020 AMBA0202 (BRM) Unit-2 112

Weekly Assignment
• Q1. What do you understand by the research design? Discuss the

features of good research design
•
• Q2. Differentiate between the qualitative & quantitative research
approaches along with their pros & cons.
•
• Q3. Describe the exploratory research design.
•
• Q4. Describe the descriptive research design with its applications.
•
• Q5. What are the main features of experimental research design?
Discuss the extraneous variable and the control groups.
•
6/19/2020 AMBA0202 (BRM) Unit-2 113
MCQ s
Q1. Which research approach is considered to be particularly suitable for

gaining an in-depth understanding of underlying reasons and motivations.
A. Qualitative
B. Quantitative
C. Comprehensive
D. None of these
Q2. Which of the research approach is considered to have as its main

purpose the quantification of data.
E. Quantitative
F. Qualitative
G. Comprehensive
H. None of these
6/19/2020 AMBA0202 (BRM) Unit-2 114

MCQ s
Q3. Exploratory Research Design is related to.

A. What kind of questions will respondents be able to answer?
B. What are the barriers to contacting the appropriate respondents?
C. When should the study be conducted?
D. All of the above
Q4. Which of the following is a projective technique?

• Thematic Appreciation Test (TAT)
• Word Association Test
• Sentence or Story Completion test
• All of the above
6/19/2020 AMBA0202 (BRM) Unit-2 115

Old Question Papers
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Old Question Papers
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Old Question Papers
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Old Question Papers
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Old Question Papers
6/19/2020 AMBA0202 (BRM) Unit-2 120

Expected Questions for University Exam
Q1. Explain the concept of Research Design with its

features.
Q2. Differentiate the qualitative and quantitative
techniques.
Q3. Describe the descriptive Research Design.
Q4. Discuss the concept of cross sectional and longitudinal
research study.
Q5. Discuss the concept of independent and dependent
variables
6/19/2020 AMBA0202 (BRM) Unit-2 121

Summary
The research design refers to the overall strategy that

is chosen to integrate the different components of
the study in a coherent and logical way, thereby,
ensuring the effective address to
the research problem.
Qualitative research is considered to be particularly

suitable for gaining an in-depth understanding of
underlying reasons and motivations.
6/19/2020 AMBA0202 (BRM) Unit-2 122

References
1) Research Methodology, C R Kothari, New Age International.
2) Business Research Methods by Donald Cooper & Pamela Schindler,
TMGH, 9th Edition.
3) Business Research Methods by Alan Bryman& Emma Bell, Oxford
University Press, 2ndEdition.
4) Business Research Methods by T N Srivastava&ShailajaRao, TMH
Publication, 2ndEdition.
6/19/2020 AMBA0202 (BRM) Unit-2 123

Thank You
6/19/2020 AMBA0202 (BRM) Unit-2 124

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Noida Institute of Engineering and Technology, Greater Noida

10. Daily Quiz

12. Weekly Assignment

14. Expected Questions Papers

6/19/2020 AMBA0202 (BRM) Unit-2 3

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• To understand the concept and features of Research

AMBA0202 (BRM) Unit-2

CO2: Applying relevant research techniques.

CO3: Understanding relevant scaling & measurement techniques and

CO4: Synthesizing different techniques of coding, editing, tabulation

CO5: Evaluating statistical analysis which includes various parametric

S No CO/PO PO1 PO2 PO3 PO4 PO5 PO6

*1=High, *2=Medium, *3=Low

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• To understand the Research design and its features.

The research design refers to the overall strategy

It constitutes the blueprint for the collection,

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• What is the study about?

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• It answers the questions being investigated.

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Qualitative research is considered to be

It provides insights into the setting of a problem.

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Quantitative Research is considered to have as

This allows generalizations of results from a

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Depth interview is a qualitative research technique

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A focus group is a market research method that brings

A trained moderator leads a 30-90-minute discussion

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Methods include Surveys, structured

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Primarily inductive Primarily deductive

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More subjective: More objective:

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More in-depth Less in-depth but

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Unstructured or Fixed response

No statistical tests Statistical tests are

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Can be valid and Can be valid and

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Time expenditure Time expenditure

Less generalizable More generalizable

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The major emphasis in on getting ideas and insights.

It is particularly helpful in breaking broad, vague

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Brand X is an economically priced diaper and it is

Why parents are willing to pay more for high quality

Exploratory study is often an initial setup. When

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• What kind of questions will respondents be able to

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1=High, 2=Medium, *3=Low