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Session 2
Dr. Plavini Punyatoya
Xavier Institute of Management,
Xavier University, Bhubaneswar
Research Design: Definition
A research design is a framework or blueprint for conducting the
marketing research project. It details the procedures necessary for
obtaining the information needed to structure or solve marketing
research problems.
Research design
Descriptive Causal
research research
Cross-sectional Longitudinal
design design
Single Multiple
cross-sectional cross-sectional
design design
Example
Amway is one of the leading international brands in the nutrition
product category. It had an assortment of good nutritional products for
adults (Nutrilite tablets). Then it decided to develop some new and
different nutrition product for entire family.
They consulted a MR agency IMRB and asked for help. IMRB started the
research by meeting Amways marketing professional to list what
customers want. Then they discussed with Food technologists
(engineers) to understand present technology, competency and its
applicability.
Considering the input, IMRB conducted a group discussion with 20
people (consumer, external designers, marketers and specialist) & came
up with 140 new product concepts.
It is Exploratory research.
Provide insights & understanding of the problem confronting the
researcher
Clear: who, what, when, where, why & way (in what way)
(6 Ws of research)
Who is a patron?
What information will be obtained?
When to collect data?
Where to collect? (in store, outside, parking, home)
Why require the information? (improve store image, make promotion strategy)
In what way we obtain information? (email, telephone)
It is Descriptive Research.
Conducted through survey or observation
Personal
Mechanical
Observation
Audit: examine physical objects, records, inventory
Single cross-sectional: only one sample drawn from target population &
information obtained only once
Control environment
Proportionate Disproportiona
te
Probability sampling can be :
With replacement
Without replacement
1.Nonprobability Sampling
Convenience Sampling
Convenience is the main criteria to obtain the sample
Selection of sampling units primarily left to interviewer
No elaborative criteria for selection
Each element has an equal chance of being selected but each sample does
not have an equal chance of being selected
Have error
First sample element randomly selected from the first 200 purchase
orders. Assume the 45th purchase order was selected.
A simple random sample is selected from each subgroup, with sample sizes
proportional to strata sizes
or draw equal size from each strata and give wt. based on stratas
proportion to total population
Samples from subgroups are combined into one
Strata are relatively homogeneous (within it) & Strata are mutually
exclusive and collectively exhaustive (among them)
Ordinal Scale
Ranking scale where numbers show relative position of objects, but
not the magnitude of difference between them
Eg: Rank of runners after finishing the run, quality ranking, preference
ranking, market position, social class
x> or <y
1-2 # 2-3
Scales of measurement
Interval Scale
Numbers are used to rate objects
Equal distance on scale represent equal distance in characteristics
being measured
1-2 = 2-3; Zero point is arbitrary
Eg: Temperature (0C), attitude, opinion
Ratio Scale
Absolute zero point; have all characteristics of other scales
You can classify, rank, compare
Eg: height, weight, money, age, costs, sales, no. of customers
Scaling Techniques
Scaling Techniques
Continuous Itemized
Paired Rank Constant
Q-Sort rating rating
comparison order sum
scales scales
Semantic
Likert Stapel
Differential
Comparative scales
Direct comparison of stimulus objects, Eg: you like Coke or Pepsi
Ordinal data results
Paired comparison: presented with 2 objects & asked to select one based on
some criteria, Eg: I prefer Colgate more than Babool
Rank order: presented with several objects simultaneously and rank based on
some criteria, Eg: Rank based on your preference-colgate, pepsodent, babool,
sach, sensodyne, dabur-red
Constant sum: allocate a sum of units (points, dollars,chips) among set of objects
Eg: allocate 100 points to attributes of a toothpaste based on importance (mildness,
foam, price, packaging, taste, germ-fight)
Q-Sort : use rank order to sort objects (piles) based on similarity based on
some criteria, Eg: 100 brands put in 11 piles
Noncomparative scales
Each object is scaled independently
It is a metric or monadic scale, which results in interval or ratio data
Eg: rate Coke in 1-6 preference scale
Most widely used in MR
Likert scales: to show degree of agreement with each statement about a object
1=strongly disagree
2=disagree
3=neither agree nor disagree
4=agree
5=strongly agree
Noncomparative scales
Semantic Differential scales: end points associated with bipolar labels of
semantic meanings
Modern 1 2 3 4 5 6 7 Old-fashioned
Word association:
Which is the first word that comes to your mind when you hear ITC?
Sentence completion:
I like Bingo, because.
Story Completion
Social desirability
Double-barreled questions
Other facts: questionnaire
Filter question: asked before the questions themselves?
-To check whether the respondent meets the requirement criteria
Pretest
Scale evaluation
-Reliability
-Validity
Thank You
References
Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied
Orientation, Pearson Education.
R.I. Levin and D.S. Rubin (2011). Statistics for Management (SFM), Pearson
Education, New Delhi.