Marketing Research:

Research
Design
By:
Shubham Jakhmola
18A3HP620

Submitted to:
Prof. Sivagnanasundaram M
IMT Hyderabad
Research Design: Definition
It is basically a framework for creating a blueprint for conducting a
marketing research. It lays out the details of procedures that will be
used to obtain the data and information needed to carry out the
market research.
Following tasks needs to be carried out for a research design:
1. Define the type of information needed,
2. Design exploratory, descriptive or causal phases of research.
3. Construct an appropriate form of survey or questionnaire to
collect data.
4. Specify the sampling process and sampling size.
5. Develop a plan for data analysis.

Research Design: Classification

 I. EXPLORATORY RESEARCH:
Its primary objective is to provide a provision of insight and
comprehension of the problem situation confronting the researcher.
It is used in cases where you must define the problem more
precisely, identify relevant courses of action or gain additional
insights before an approach can be developed. Findings of this type
of research is tentative and not ultimate and acts as input to further
research.

II. CONCLUSIVE RESEARCH:

It is used to help the researcher to select, determine and evaluate
the best course of action that is to be taken in a particular situation.
Its to test a specific hypothesis and examine certain relationships.
Hence, clear information has to be specified by the researcher. The
procedure here is structured, based on large samples and the
findings are conclusive enough to take a managerial decision upon.

 Descriptive Research:
It is a type of conclusive research that is used to basically describe
any market characteristics or functions. It is marked by a clear
statement of the problem, specific hypothesis and detailed
information needed which makes it structured. It can be used to
describe the characteristics of relevant groups, consumers,
salespeople, organizations, product, sales etc. It requires clear
specification of who, what, why, way, when and where.
 1. Cross Sectional Design:
It involves the collection of information from the sample of the
population elements only once. This is the most frequently
used descriptive design.
o Single Cross Sectional Design:
Here only one sample of respondents is drawn from
the target population, and information is obtained
from this sample only once. Hence it is also called
sample survey research design.
o Multiple Cross Sectional Design:
Here there are two or more samples of respondents
and information from each sample is obtained only
once. Often information from different samples is
obtained at different times over long intervals. The
characteristics as a group/aggregate is compared
and there is no means to compare information
individually.
 Cohort: It is a group of respondents who experience the same
event in the same time interval. For e.g., people born in
between the year 1950-1955.
2. Longitudinal Designs:
Here fixed sample of population elements are measured
repeatedly. The sample remains the same over time, thus
providing a series of pictures that, when viewed together
depicts in depth scenario of the current situation and also
the changes that are occurring in due course of time.
 Panel: A sample of respondents who have agreed to provide
information at specified intervals over an extended period.
  Causal Research:
It is normally used to obtain an cause and effect relationship. It is
appropriate for the following purpose:
1. To understand which variable are the cause(Independent
variables) and which variables are the effect(Dependent
variables).
2. To determine the nature of relationship between the causal
variables and the effect to be predicted.
It requires a planned and structured design although it cannot
determine the degree of association between the variables.
  Comparison of basic research design:
Exploratory Descriptive Causal
Objective Discovery of Describe market Determine cause
ideas and characteristics and and effect
insights functions relationship
Characteristics  Flexible and  Prior  Manipulation
versatile formulation of of one or
 Often the specific more
front end of hypothesis independent
total research  Preplanned and variables.
design structured  Measure the
design effect on
dependent
variable.
 Control of
other
mediating
variables.
Methods  Expert survey  Secondary  Experiments
 Pilot surveys analysis
 Case study  Quantitative
 Secondary analysis
analysis  Surveys
 Qualitative  Panels
analysis  Observation
and other data
Example A Employee To know the To know the
Satisfaction relationship effect of
survey that between spending advertising
motivates them habit and gender. campaign on
to work in an product sales.
organization and
increase their
productivity