|








B.Harita
B.Rajkiran
K.Sneha
Y.Suhas
j |

Is a very vast and undefined answer which can be
answered to every aspect of life .

Definition for Research Design :- one perspective of

many.
It is the main plan specifying the methods and
procedures for collecting and analyzing the needed
information .
I keep six honest serving men, (they taught me all I
knew), their names are what and why, and when, and
how, and where and whoµ

-Rudyard Kipling



|




Research Design

Exploratory Conclusive
Research Research
Design Design

Secondary Qualitative Descriptive Causal

Research Research Research Research
Ñ
 |



ÿo clarify and define the nature of the problem

Relies on the secondary data

Provides significant data for the defined problem

ÿhen Why do we do E.R.D ?

Dignoise a problem or situation

Screen for alternatives
Discover new ideas
Define hypothesis and key variables
 Ñ
 |



Why is it done How is it done

Is usually done for virgin ,
brand new problems . Past and Exisiting surveys
ex : latest attacks of Swine
flu Analysis of selected areas
Ñ
 |



Example for : - International Mobile ÿelecommunications-2000 (IMÿ-2000), better

known as 3G or 3rd Generation

1. How many do understand what are 3G enabled phones

2. Advantages of 3G mobiles

3. What is 3 G enabled Network ?

ÿhis is a classic example of a exploratory research design problem which the

3g networks must have done before launching the 3G services in the
market
Ñ
 |



Example for : Airtel Rs. 20 recharge , Hutch ka Chota Recharge Card

1. Why should a network launch small recharges

2. Whom should they target

3. What profits they will gain in it ??

ÿhis is a example of Analysis of selected area·s of the market

Ñ
 



 
 

DEFINIÿION:
secondary data are facts and figures that have already been

recorded before the project at hand. They re-used by

researchers . Those data has already been published by others.

å RMS å SEC
DARY DATA:
Qualitative Research:
Example: Recently I writed an assignment about a
leader in the community profile. I searched many
information from newspapers and his biography. By
gathering secondary data about his behaviours and
characteristics, I understood better about his
achievements and why he is so successful.
Quantitative Research:
Example: ur group project is to find a appropriate
location for a restaurant in
orth Shore. We would like to
find that how many people have lived in
orth Shore. We
also interested in their average income per family.
 
 
Ô
ÔÔ
Ease of access
Low cost to acquire
May help clarify questions
May answer research questions
DISADVANÿAGES:
Quality of researcher
Not specific to researchers needs
Inefficient spending for information
Not timely



 
 

Secondary data

Internal External

|
 | 
  
   
  

 
  
 




   
 
 

INÿERNAL DAÿA:
Accounting records

Sales force reports

Miscellaneous reports

Internal experts

 
ur client is planning to open a new restaurant in
orth
Shore area. By using internal Secondary Data, we need
to find who are our customers (target market).
åuthermore, we also need to identify our restaurant's
style.
EXÿERNAL DAÿA:
Published texts

Computerized database

Syndicated services
 



ur mission is to find a right location for a restaurant.
ur sources of external secondary data can be wide and
varied. As I mentioned before, we would like to find the
population in
orth Shore. We can use internet to find
what is the most popular types of restaurant in
Vancouver. We may also need to collect information
about traffic conditions around
orth Shore.
è

 


Definition: An unstructured, exploratory research methodology
based on small samples intended to provide insight and
understanding of the problem setting.

ÿhe role of qualitative research :ÿhe qualitative research methods

are used primarily to define a problem and generate
hypothesis.
-
  








è




| 


Direct
Indirect
- 






 

Focus groups

Depth Interviews
ÿ
 

 


 

rojective
techniques

Association Construct-
techniques completion expressive
ion

icture Role
Word- Sentence
response play
Assoc- completion
iation
Story Cartoon
completion Third-
tests
person
 º


Characteristics
Ë inflexible, versatile
Ë Results conclusive
Ë Research formal and structured

When Used?
Ë to provide decision maker with the information needed
to make sound decision
Ë ÿesting hypotheses and examining relationships
Ë When information needs clearly defined


 |

Definition: Descriptive research is a type of conclusive research
that has as its major objective the description of something-
usually market characteristics or functions.
Descriptive research is conducted for the following reasons:
ÿo describe the characteristics of the relevant group.
ÿo estimate the percentage of units in a specified population
exhibiting a certain behavior.
ÿo determine the perceptions of product characteristics.
ÿo determine the degree to which marketing variables are
associated.
ÿo make specific predictions.
 j

Who- who should be considered a patron of a particular
department store?
What- what information should be obtained from the
respondents?
When- when should the information be obtained from the
respondents?
Where- where should the respondents be contacted to obtain
the required information?
Why- why are we obtaining information from the respondents?
Why is the research project being conducted?
Way- in what way are we going to obtain information from the
respondents?
 j
way

 

Six W¶s



 

 


 

  



Descriptive
research

 

 Xongitudinal
 
 design

Single cross- Multiple

Sectional -sectional
design design


 


Descriptive research is further divided into two types:

1. Cross- sectional design.

2. Longitudinal design.

Cross- sectional design is further divided into the following:

1. Single cross-sectional design.

2. Multiple cross- sectional design.

 Cross ² sectional design
Definition: Cross- sectional design is a type of research design
involving the collection of information from any given sample of
population elements only once.

ÿypes of cross ²sectional design:

Single cross- sectional design: A type of cross- sectional design

in which one sample of the respondents is drawn from the target
population and information is obtained from this sample once.

Multiple cross- sectional design: A type of cross- sectional

design in which there are two or more samples of respondents,
and information from each sample is obtained only once.
X





Definition: A type of research design involving a fixed sample
of population elements that is measured repeatedly on the same
variables. ÿhe sample remains the same over time, thus
providing a series of pictures which, when viewed together,
portray a vivid illustration of the situation and the changes that
are taking place over time.

Example
What is CAUSAL RESEARCH ???

Where to apply ???

 Causal Research Design
Methodology: Experimentation.
Characteristics: Manipulation of 1 or more
independent variables. Control
of other mediating variables.

bjective: 1. Test specific hypothesis &

examine specific relationships.
2. Determine cause & effect
relationships.
3. btain evidence regarding cause &
effect relationships.
Causality may be thought of as understanding a

phenomenon in terms of conditional statements of the form

´If x, then y.µ

Causal relationships are typically determined by the use of

experiments, but other methods are also used.

 Conditions of causality

1. Concomitant variation

2. ÿime order of occurrence of variables

3. Elimination of other possible causal factors

A 




Internal Validity

External Validity
Limitations

ÿime

Cost

administration
 Application:

ÿest Marketing
 CONCLUSION
| 

 



 
 
| 

 | 


   



 è

 

 


| 

 | 

 | 

 | 


 Sources
Internet ( various websites, university material)

Marketing Research ² Naresh Malhotra

Marketing Management : Phlip Kotler

ÿhank you!!!