Exploratory Research Design Week 02
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Transcript of Exploratory Research Design Week 02
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Exploratory Research Design Week 02
W. Rofianto, ST, MSi
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Research Design: DefinitionA research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
Research Design
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Define the Information Needed
Design the Exploratory, Descriptive, and/or Causal Phases of the Research
Specify the Measurement and Scaling Procedures
Construct a Questionnaire
Specify the Sampling Process and the Sample Size
Develop a Plan of Data Analysis
Tasks Involved In a Research Design
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Single Cross-Sectional Design
Multiple Cross-Sectional Design
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
A Classification of Marketing Research Designs
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Exploratory Descriptive CausalObjective Discovery of
ideas andinsights.
Describe marketcharacteristicsor functions.
Determinecause and effectrelationships.
Charac-ter-istics
Flexible. Versatile. Often the front end
of total research de-sign.
Marked by the prior formulation of specific hypotheses.
Preplanned and struc-tured design.
Manipulation of one or more independent variables.
Control of other mediat-ing variables.
Method Expert surveys. Pilot surveys. Case studies. Secondary data
(qualitative). Qualitative Re-
search.
Secondary data (quan-titative).
Surveys. Panels. Observational and
other data.
Experiments.
A Comparison of Basic Research Designs
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Sample Surveyed at
T1
Sample Surveyed at T1
Same Sample also Surveyed
at T2
T1 T2
Cross-Sectional Design
Longitudinal Design
Time
Cross-sectional vs. Longitudinal
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Exploratory Research• Secondary Data
Analysis• Focus Groups
Conclusive Research• Descriptive/Causal
Conclusive Research• Descriptive/Causal
Exploratory Research• Secondary Data
Analysis• Focus Groups
Conclusive Research• Descriptive/Causal
(a)
(b)
(c)
Alternative Research Designs
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Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error
Inability ErrorUnwillingness Error
Total Error
Non-sampling Error
Random Sampling Error
ResponseError
Non-response Error
Potential Sources of Error in Research Designs
InterviewerError
RespondentError
ResearcherError
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Marketing Research Proposal Executive Summary
Background Problem Definition/Objectives of the Research Approach to the Problem Research Design Fieldwork/Data Collection Data Analysis Reporting Cost and Time Appendices
Research Proposal Outline
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Survey Data Observational and Other Data
Experimental Data
Qualitative Data Quantitative Data
Descriptive Causal
Marketing Research Data
Secondary Data Primary Data
Exploratory Research Design : Qualitative Research
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Qualitative Research Quantitative Re-search
Objective To gain a qualitative understand-ing of the underlying reasons and motivations
To quantify the data and general-ize the results from the sample to the population of interest
Sample Small number of non-representa-tive cases
Large number of representative cases
Data Collec-tion
Unstructured Structured
Data Analy-sis
Non-statistical Statistical
Outcome Develop an initial understanding Recommend a final course of ac-tion
Qualitative Vs. Quantitative Research
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Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Indirect (Disguised)
Focus Groups Depth InterviewsProjective Techniques
Qualitative Research Procedures
A Classification of Qualitative Research Procedures
In projective techniques, respondents are asked to interpret the behavior of others in order to indirectly project their own
Direct (Non- disguised)
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Analysis of Qualitative Data1)Data reduction – Select which aspects of the
data are to be emphasized, minimized, or set aside for the project at hand.
2)Data display – Develop a visual interpretation of the data with the use of such tools as a diagram, chart, or matrix. The display helps to illuminate patterns and interrelationships in the data.
3)Conclusion drawing and verification – Considers the meaning of analyzed data and assess its implications for the research question at hand.
Qualitative Analysis
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Assignment
Select an article of your interest from various online journals
Make a short report consist of :1. Purpose of the study2. Define the research model & Hypothesis3. Variable definition and operationalization4. Research finding5. Research Implication
Presentation material should be submitted on the day of the class meeting via [email protected]
At the following meeting, class participant should present their respective report
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