Research Design

Definition
• A framework or blueprint for conducting the
marketing research project. It specifies the details of
the procedures necessary for obtaining the
information needed to structure or solve research
problem.
• It includes the followings:
1. Information needed
2. Types of research design
3. Measurement and scaling
4. Questionnaire formation and data collection method
5. Sampling
6. Data Analysis
 Classification of Research Designs
• Degree of Research Question Crystallization – Exploratory
and Formal Study
• Method of Data Collection – monitoring and Communication
Style
• Researcher Control of Variables – experiment and ex post
facto design
• Purpose of the study – descriptive and causal
• Time dimension – cross-sectional studies and Longitudinal
Studies
• Topical Scope – Statistical Studies and Case Studies
• Research Environment – Field or Laboratory conditions and
Simulations
• Participants’ Perceptions
 Types of Research Design

Exploratory Conclusive

Descriptive Causal

Cross-
Longitudinal
Sectional

Single Multiple
 Exploratory Research Design
• The basic objective is to provide insights into and
comprehension of the problem situation confronting the
researcher.
• It is used in cases when the researcher must define the problem
more precisely, identify relevant causes of action or gain
additional insights before an approach can be developed.
• It defines the followings:
1. Problem definition
2. Identify alternative courses of action
3. Develop hypothesis
4. Isolate key variables
5. Developing an approach to the problem
6. Establish priorities for further research
Qualitative Techniques are:
• Survey of Experts
• Experience Surveys – new comers, marginal individuals, individuals in transition, deviants
and isolates, pure cases, those who fit well and those who do not, those who represent different
positions

• Pilot Surveys / Focus Groups

• Secondary Data analysis
• Two-stage designs
• In-depth interviews
• Observations
• Projective techniques
• case studies
 Descriptive Research Design
• It has its major objective of the description of something –
usually some characteristics or functions.
• It is conducted for the following reasons:
1. To describe characteristics of the relevant groups, such as
consumers, employees, investors, entrepreneurs, etc.
2. To estimate the percentage of units in a specified population
exhibiting a certain behaviour.
3. To determine the perception of people towards something.
4. To determine the degree to which certain variables are
associated.
5. To make specific predictions
 Types of Descriptive Research
• Cross-Sectional: It involves the collection of information from
any given sample of population elements only once.
• It has three types:
1. Single: Only one sample of respondents is drawn from the target
population and information is obtained from this sample only
once.
2. Multiple: two or more samples of respondents are there and
information from each sample is obtained only once.
3. Cohort Analysis: Consists of series of surveys conducted at
appropriate time intervals. The cohort refers to the group of
respondents who experience the same event within the same time
interval. For example, a birth cohort is a group of people who
were borne during the same time interval such as 1951 through
1961.
Cont…
• Longitudinal: It involves a fixed sample of population
elements that is measured repeatedly. The 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.
Comparison of Cross-section and Longitudinal Research
Design

Criteria Cross-Sectional Longitudinal

Detecting Change - +
Large amount of - +
Data
Accuracy - +
Representative + -
Sample
Response Bias + -
 Difference between Exploratory and Conclusive
Research Design
Exploratory Conclusive
Objective To provide insights and To test specific hypothesis
understanding and examine relationship
Characte Information is defined Information needed is
risitcs loosely. Research process clearly defined. Research
is flexible and process is formal and
unstructured. Sample is structured. Sample is large
small and non- and representative.
representative.
Findings Tentative Conclusive
Outcome Followed by further Findings used as input into
exploratory and decision making
conclusive research
 Causal Research Design
• A type of conclusive research where the major
objective is to obtain evidence regarding cause and
effect relationship.
• It is appropriate for the following purposes:
1. To understand which variables are the cause and which
are effect.
2. To determine the nature of relationship between the
causal variables and the effect to be predicted.
• It requires a planned and structured design.
 Causal Relationships
• A symmetrical relationship is one in which two
variables fluctuate together but we assume the
changes in neither variable are due to changes in the
other
• A reciprocal relationship exists when two variables
mutually influence or reinforce each other
• Asymmetrical relationship postulates that changes in
one variable are responsible for changes in another
variable
 Types of Asymmetrical Causal Relationships
Relationship Nature of Relationship Examples
Type

Stimulus - An event or change results in a A price increase results in less

Response response from some object sales

Property - An existing property causes a Age and attitudes about risk

Disposition disposition

Disposition - A disposition causes a specific Job satisfaction and work

Behavior behavior output

Property - An existing property causes a Education and product

Behavior specific behavior evaluation patterns
 Comparison of all three types of Research Design
Criteria Exploratory Descriptive Causal
Objective Discover ideas and Describe Determine cause and
insights characteristics or effect relationship
functions
Characteris Flexible, Versatile and Hypothesized, Manipulation of one or
itcs tentative in nature preplanned and more independent
structured variable and
controlling other
variables
Methods Expert Surveys Secondary Data Experiments
Pilot Surveys Survey
Secondary Data Panels
Qualitative Research Observational and
other