Research Design

After problem is formulated Master plan specifying the methods of collection and analyzing data relating to information needed Framework or blueprint for action Specifies methods and procedures

Components of a Research Design

Define the information needed Design the exploratory, descriptive, and/or causal phases of the research Specify the measurement and scaling procedures Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection Specify the sampling process and sample size

Classification of Research Designs

Research Design Exploratory Research Design Conclusive Research Design Descriptive Research Cross-Sectional Design Single CrossSectional Design Causal Research

Longitudinal Design

Multiple CrossSectional Design

A Comparison of Basic Research Designs

Exploratory
Objective: Discovery of ideas and Describe market Determine cause insights characteristics or functions and effect relationships Marked by the prior Flexible, versatile formulation of specific Manipulation of hypotheses independent variables, effect on Preplanned and structured dependent variables Often the front end of design total research design Control mediating variables Expert surveys Secondary data: Pilot surveys quantitative analysis Experiments Case studies Surveys Secondary data: Observation and other data

Descriptive

Causal

Characteristics:

Methods:

Uses of Exploratory Research

Formulate a problem or define a problem more precisely Obtaining background information Identify alternative courses of action Develop hypotheses Isolate key variables and relationships for further examination Gain insights for developing an approach to the problem

Secondary (historical) Data

Pilot Study

Experience Survey

Case Study

Exploratory Research

Exploratory Research Techniques

Secondary data (historical data)
Previously collected for some other purpose Census of population Literature survey Data complied for some other purpose Also use for descriptive and causal research Time and cost efficient Ex. To evaluate company formal training

Experience surveys
Informal Inside and outside the company Not conclusive May be conducted itself by manager Formulate the problem and clarify concepts Ex.automobile company want to target or penetrate in rural market

Case study method

To obtain information from one or a few situations that are similar to the researchers problem situation Ex increasing menu items

 Pilot study
A number of diverse techniques Research on small scale primary data for Qualitative analysis

-focus group interview(unstructured,8-10 subjects) -Depth Interview(one to one interview,30 min to 1 hour)

Use of Descriptive Research

To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas To estimate the percentage of units in a specified population exhibiting a certain behavior To determine the perceptions of product characteristics To make specific predictions For exam: An investigation of the trends in consumption of soft drinks with respect to socio-economic characteristics such as age, sex, occupation, family income, educational level etc. are covered under descriptive study

Cross-Sectional Designs Involve the collection of information from any given sample of
population elements only once In single cross-sectional designs, there is only one sample of respondents and information is obtained from this sample only once. Or involves collection of data at only one point of time In multiple cross-sectional designs, 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. EX What is the awareness level among consumers about features of an air conditioner?

Longitudinal Designs

A fixed sample (or samples) of population elements is measured repeatedly on the same variables For detecting change A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time Ex How have consumers change their opinion about the performance of air conditioner as comapred with the last

Cross-Sectional vs. Longitudinal

CrossSectional Design Sample Surveyed at T1

Longitudina l Design

Sample Surveyed at T1

Same Sample also Surveyed at T2 T2

Time

T1

Uses of Causal Research

To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of a phenomenon To determine the nature of the relationship between the causal variables and the effect to be predicted

Research Methods for conclusive study

Surveys Experiments Secondary data Observation

surveys
Generating primary data Questionnaire designing is important In person, mail, telephone, internet

Experiments
Cause and effect relationships Is productivity increases , if salaries are increased? Under controlled situations Complan Free gifts are attached to increase sales

Secondary data analyis

Mathematical model Sales of ACs related with disposable income of employees

Observation Techniques
To record that can be observed Flyover/traffic congestion Behavior recording Not direct participation Attitude , motivation cannot be recorded

Basic Questions Basic Research Design

What types of questions need to be answered? Are descriptive or causal findings required? What is the source of the data?

Basic Questions Basic Research Design

Can objective answers be obtained by asking people? How quickly is the information needed? How should survey questions be worded? How should experimental manipulations be made?

Problem Discovery and Definition

Problem discovery
Sampling

Selection of exploratory research technique

Selection of exploratory research technique

ProbabilityNonprobability

Secondary Experience (historical) survey data

Pilot study

Case study

Data Gathering Data Processing and Analysis

Collection of data (fieldwork) Editing and coding data Data processing

Problem definition (statement of research objectives)

Research Design

Selection of basic research method

Conclusions and Report

Interpretation of findings

Experiment
Laborator y Field Intervie w

Survey
Questionnair e

Secondary Observation Data Study

Report

 Welcome Inc. is a chain of fast-food restaurants located in major metropolitan areas in south. Sales have been growing very slowly for the last two years. Management has decided to add new items to the menu, but first they want to know more about their customers and their preferences. .

Exercise-A
Sweet Cookies, Inc. is planning to launch a new line of cookies and wants to assess the market size. The cookies are of a mixed chocolate pineapple flavor and will be targeted at the premium end of the market. Discuss the issue and formulate the appropriate MDP,RP and research design.

Exercise-B
You are a manager in charge of a marketing research project. Your goal is to determine what effects different levels of advertising have on consumption behavior. Based on the results of the project you will recommend the amount of money to be budgeted for advertising different products next year. Your supervisor will require strong justification for your recommendations, so your research design has to be as sound as possible. However, your resources (time, money, and labor) are limited. Develop a research project (MDP,RP,RD)to address this problem. Focus on the kind of research designs you would use, why you would use them.

A
(a) Management Problem: Whether mixed chocolate pineapple flavor cookie will be launched? (b) Research Problem: Determine the market size of a mixed chocolate pineapple flavor cookie and the strengths and weaknesses of similar products, if any, already in the market. Some specific research questions to this problem are: 1. What is the size of the cookie market? 2. What is the potential size of the market for a chocolate pineapple flavor cookie? 3. What attributes do consumers desire in cookies?

A
Research Design: The first phase of the research design might begin with exploratory research consisting of focus groups in which consumers attitudes and feelings might be obtained regarding the cookie market and the desire for this particular cookie. Also, depth interviews might be conducted to determine peoples feelings on the chocolate pineapple cookie. Based on the findings of the initial exploratory research, descriptive research could be conducted to estimate the percentage of consumers that might purchase the cookie and the amount they would be willing to spend.

B
MDP: What is the amount of money allocated for advertising to different products next year? RP: To determine the effectiveness of levels of advertisement on consumption behavior What type of advertisement is most preferred for different product? What is Consumption pattern of different products?

B
To solve the problem at hand the research project should involve exploratory and causal design. First, exploratory research should be conducted utilizing available secondary data. Past advertising expenditures and consumption levels (or sales) should be examined to determine an association. Then, causal research should be conducted because the goal is to determine the relationship between advertising and consumption.