Unit 2

Research Design
 Research Design
• The research design is the conceptual
structure within which research is conducted ;
it constitutes the blue print for the collection ,
measurement and analysis of data.
• The research design provides the back bone
structure of the study, it supports the study
and hold it's together.
 What is Research Design?
• The research design refers to the researcher
overall plan for answering the research
question or testing the research hypotheses.

• It is just like the design drawn by the

architecture before constructing any building
• Problem Statement- Research Questions-
Objectives of study- Hypotheses
 Components of a Research Design
• Define the information needed (Chapter 2)
• Design the exploratory, descriptive, and/or causal phases of
the research (Chapters 3 - 7)
• Specify the measurement and scaling procedures (Chapters 8
and 9)
• Construct and pretest a questionnaire (interviewing form) or
an appropriate form for data collection (Chapter 10)
• Specify the sampling process and sample size (Chapters 11
and 12)
• Develop a plan of data analysis (Chapter 14)
 Components of Research study
1. Title of the study
2. Statement of the problem
3. Review of literature
4.Research Question
5. Objectives of the study
6.Formulation of hypothesis
7.Definition of concepts
8.Methodology
9.Sampling design
10 Constructing the schedule/Questionnaire
11.Collection of data
12.Analysis of data
13.Interpretation of results
14Reporting the findings
A Classification of Marketing Research Designs
Fig. 3.1

Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Design Sectional Design
 WHAT IS RESEARCH DESIGN
Basis of Difference Exploratory Descriptive Casual

Objective Discovery of new Idea, Describing the Determine Cause and

Defining Problem characteristics of a Effect Relationship
Statement phenomena

Approach Unstructured, Flexible Pre-planned, Rigid and Control the effect of

Structured other variables

Methods Focus Group Analysis Survey, Observations Experiments

In depth interviews
Projective Techniques
When Exploratory research?
 Uses of Exploratory Research
• Formulate a problem or define a problem more
precisely
• Identify alternative courses of action
• Develop hypotheses
• Isolate key variables and relationships for further
examination
• Gain insights for developing an approach to the
problem
• Establish priorities for further research
 Methods of Exploratory Research
• Survey of experts (discussed in Chapter 2).
• Pilot surveys (discussed in Chapter 2).
• Secondary data analyzed in a qualitative way
(discussed in Chapter 4).
• Qualitative research (discussed in Chapter 5).
 DESCRIPTIVE TYPE RESEARCH DESIGN

• Describe the characteristics of the phenomena

• Rigid Design.
• Probability sampling design.
• Pre-planned design for analysis.
• Structured instruments for collection of data.
• Done through survey and observation
 Methods of Descriptive Research
• Secondary data analyzed in a quantitative as opposed
to a qualitative manner (discussed in Chapter 4)
• Surveys (Chapter 6)
• Panels (Chapters 4 and 6)
• Observational and other data (Chapter 6)
 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.
• 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.
• Cohort analysis consists of a series of surveys conducted at
appropriate time intervals, where the cohort serves as the
basic unit of analysis. A cohort is a group of respondents who
experience the same event within the same time interval.
 Longitudinal Designs
• A fixed sample (or samples) of population elements is
measured repeatedly on the same variables
• A longitudinal design differs from a cross-sectional
design in that the sample or samples remain the
same over time
 Causal Research Design
• To understand which variables are cause
(independent variables) and to be predicted
which variables are the effect( dependent
variable) of the phenomenon.
• To determine the nature of relationship
between the causal variables and the effect.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research

Marketing Research at Citicorp is typical in that it is used to measure consumer

awareness of products, monitor their satisfaction and attitudes associated with the
product, track product usage and diagnose problems as they occur. To accomplish
these tasks Citicorp makes extensive use of exploratory, descriptive, and causal
research. Often it is advantageous to offer special financial packages to specific groups
of customers. In this case, a financial package is being designed for senior citizens.

The following seven-step process was taken by marketing research to help in the
design.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research

1) A taskforce was created to better define the market parameters to include all the
needs of the many Citicorp branches. A final decision was made to include Americans
55 years of age or older, retired, and in the upper half of the financial strata of that
market.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research
2) Exploratory research in the form of secondary data analysis of the
mature or older market was then performed and a study of
competitive products was conducted. Exploratory qualitative research
involving focus groups was also carried out in order to determine the
needs and desires of the market and the level of satisfaction with the
current products.

In the case of senior citizens, a

great deal of diversity was
found in the market. This was
determined to be due to such
factors as affluence, relative
age, and the absence or
presence of a spouse.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research

3) The next stage of research was brainstorming. This involved the formation of
many different financial packages aimed at the target market. In this case, a total
of 10 ideas were generated.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research
4) The feasibility of the 10 ideas generated in step 3 was then tested. The
ideas were tested on the basis of whether they were possible in relation to
the business. The following list of questions was used as a series of hurdles
that the ideas had to pass to continue on to the next step.

• Can the idea be explained in a manner that the target

market will easily understand?
• Does the idea fit into the overall strategy of
Citicorp?
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research
 Is there an available description of a specific target market
for the proposed product?

 Does the research conducted so far indicate a potential

match for target market needs, and is the idea perceived to
have appeal to this market?

 Is there a feasible outline of the tactics and strategies for

implementing the program?

 Have the financial impact and cost of the program been

thoroughly evaluated and determined to be in line with
company practices?

In this study, only one idea generated from the brainstorming session made
it past all the listed hurdles and on to step 5.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research
5) A creative work-plan was then generated. This plan was to
emphasize the competitive advantage of the proposed product as
well as better delineate the specific features of the product.

6) The previous exploratory research was now followed up with

descriptive research in the form of mall intercept surveys of people
in the target market range. The survey showed that the list of
special features was too long and it was decided to drop the
features more commonly offered by competitors.
 Citicorp Banks on Exploratory, Descriptive,
and Causal Research
7) Finally, the product was test marketed in six of the Citicorp branches
within the target market. Test marketing is a form of causal research.
Given successful test marketing results, the product is introduced
nationally.
 The Greenfield of Online Research

Greenfield Online Research Center, Inc.

(http://www.greenfieldonline.com), based in Westport,
Connecticut, is a subsidiary of the Greenfield Consulting
Group. The Online Research Center conducts focus groups,
surveys, and polls over the Internet. The company has built up
a “panel” of close to 200,000 Internet users, from which it
draws survey samples. The samples may be used for
descriptive research designs like single or multiple cross-
sectional designs, as well as longitudinal designs. Causal
designs can also be implemented. Respondents may also be
chosen from the registered Internet users.
 The Greenfield of Online Research
Internet users wishing to take part in surveys and other projects
begin by registering online at the company’s Web site. The
registration consists of a “sign-up survey” that asks for e-mail
address, type of computer used, personal interests and information
about the respondent’s household. Once an Internet user is
registered, Greenfield Online matches the user with research studies
that are well-suited to his or her interests.

Incentives to take part in focus groups or special surveys are offered

by the companies whose products or services are being researched.
This incentive is cash or valuable prizes. Incentives are also offered to
Internet users to encourage them to register with Greenfield’s
Internet panel. New registrants automatically qualify for prizes that
are awarded in monthly drawings.
 Data Collection Methods
Primary data and Secondary data
Secondary data
Secondary data

Secondary data is the data that has

already been collected through primary
sources and made readily available for
researchers to use for their own research.
It is a type of data that has already been
collected in the past.
FOR EXAMPLE: The data collected by
world health organization on covid 19
pandemic and being used by the Indian
Government will be termed as secondary
data.

27
From the definition it
is clear that:

▸ Secondary data is collected

from a
published source.
▸ It is the data which has
already been collected in the
past.

28
Sources/Methods to collect secondary data

SOURCES

INTERNAL SOURCE External source

*Sales results
Published data
*Marketing
process
*Cost
information
*Costumer *Newspaper
feedback *Official publication of government
*Agent report Authorities
*official publications of research
institute.
*library,magazines,journals.
*Internet 29
 CRITERIA FOR
EVALUATING
SECONDARY DATA.
The data should be in
The data should be uniformity i.e same
accurate and precise The data should be unit of measurement
The Data should be While evaluating the data it collected from a should be used.
The data should be before conducting
used from reliable must be observed that the reputed source.
sufficient to carry out research.
source. information should be the research process.
suitable for present study.

RELIABILI ADEQUAC RELEVANC SUFFICIENC OBJECTIVIT COMPLETENE

SUITABILITY SPECIFICATION ACCURACY QUALITY UNIFORMITY
TY Y E Y Y SS

The data should provide
adequate data and
sufficient information
for the purpose of
inquiry.
Secondary data should The specification of the
be as per the data should be critically
The data should be the data should be complete
requirements of the examined to indentify the
collected for a specific as incomplete will not
study undertaken. possible source.
objective. provide a proper
information.

30
ADVANTAGES
▸ It is economical. It saves efforts and
expenses.
▸ It is time saving.
▸ It helps to make primary data collection
more specific since with the help of
secondary data, we are able to make out
what are the gaps and deficiencies and what
additional information needs to be
collected.
▸ It helps to improve the understanding of the
problem.

31
 DISADVANTAGES
▸ Secondary data is something that seldom fits in the
framework of the marketing research factors. Reasons for its
non-fitting are:-
▹ Unit of secondary data collection-Suppose you want
information IN KG, but the data is available IN LITRES.
The information may not be same as we require.

▸ Accuracy of secondary data is not known.

▸ Data may be outdated

32