Module 3 a -Research Design

8/7/2019 Module 3 a -Research Design

http://slidepdf.com/reader/full/module-3-a-research-design 1/22

Research Design



3-2

1) Research Design: Definition

2) Research Design: Classification

3) Exploratory Research

4) Descriptive Researchi. Cross-Sectional Design

ii. Longitudinal Design

iii. Advantages and Disadvantages of Longitudinaland Cross-Sectional Designs

5) Causal Research

6) Relationships Among Exploratory, Descriptive, andCausal Research



3-3

7) Potential Sources of Errori. Random Sampling Error

ii. Non-sampling Error

a. Non-response Error

b. Response Error



3-4

Research Design: Definition

A research design is a framework orblueprint for conducting the marketingresearch project. It details the

procedures necessary for obtaining theinformation needed to structure or solvemarketing research problems.



3-5

Components of a Research Design

Define the information needed Design the exploratory, descriptive, and/or

causal phases of the research

Specify the measurement and scalingprocedures

Construct and pretest a questionnaire(interviewing form) or an appropriate form

for data collection Specify the sampling process and sample size

Develop a plan of data analysis



3-6

A Classification of Research Designs

Single Cross-

Sectional Design

Multiple Cross-

Sectional Design

Research Design

Conclusive

Research DesignExploratory

Research Design

Descriptive

Research

Causal

Research

Cross-Sectional

Design

Longitudinal

Design



3-7

Exploratory & Conclusive Research Differences

Objective:

Character-istics:

Findings

/Results:

Outcome:

To gain insights and understanding.

Information needed is defined only

loosely. Research process is flexible andunstructured. Sample is small and non-

representative. Analysis of primary data

is qualitative.

Tentative.

Generally followed by further exploratory

or conclusive research.

To test specific hypotheses and examine

relationships.

Information needed is clearly defined.Research process is formal and structured.

Sample is large and representative. Data

analysis is quantitative.

Conclusive.

Findings used as input into decision making.

Exploratory Conclusive



3-8

Objective:

Characteristics:

Methods:

A Comparison of Basic Research Designs

Discovery of ideas and

insights

Flexible, versatile

Often the front end of

total research design

Expert surveys

Pilot surveys

Qualitative research

Describe market

characteristics or functions

Marked by the prior

formulation of specifichypotheses

Preplanned and structured

design

Surveys

Panels

Observation and other data

Determine cause and

effect relationships

Manipulation of one or

more independentvariables

Control of other

mediating variables

Experiments

Exploratory Descriptive Causal



3-9

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



3-10

Methods of Exploratory Research

Survey of experts

Pilot surveys

Secondary data analyzed in a qualitativeway

Qualitative research



3-11

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 certainbehavior.

To determine the perceptions of product characteristics.

To determine the degree to which marketingvariables are associated.

To make specific predictions



3-12

Cross-sectional Designs

Involve the collection of information from any givensample of population elements only once.

In single cross-sectional designs, there is onlyone sample of respondents and information isobtained from this sample only once.

In multiple cross-sectional designs, there aretwo or more samples of respondents, and informationfrom each sample is obtained only once.

Cohort analysis consists of a series of surveysconducted at appropriate time intervals. A cohort isa group of respondents who experience the sameevent within the same time interval. The samplescontacted at the subsequent time intervals areindependent of the one previously selected.



3-13Consumption of Various Soft Drinksby Various Age Cohorts

10-19

20-2930-3940-4950+

Age 1980 1990 20001970

52.9

45.233.923.218.1

62.6

60.746.640.828.8C1

73.2

76.067.758.650.0C2

81.0

75.871.467.851.9C3

C8C7C6C5C4

C1: cohort born prior to 1920C2: cohort born 1921-30C3: cohort born 1931-40

C4: cohort born 1941-50

C5: cohort born 1951-60C6: cohort born 1961-69C7: cohort born 1970-79

C8: cohort born 1980-89

Percentage consuming on a typical day



3-14

Longitudinal Designs

The same sample is studied over time andthe same variable is measured.

A longitudinal design differs from a cross-sectional or cohort design in that the sampleor samples remain the same over time



3-15Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

EvaluationCriteria

Cross-SectionalDesign

LongitudinalDesign

Detecting ChangeLarge amount of data collection Accuracy (e.g. recall task)Response biasRepresentative Sample (owing to

cooperation, mortality & payment)

---++

+++--

Note: A + indicates a relative advantage over the otherdesign, whereas a - indicates a relative disadvantage.



3-16

Cross-Sectional Data May Not Show Change

Brand Purchased Time Period

Period 1 Period 2

Survey SurveyBrand A 200 200Brand B 300 300Brand C 500 500

Total 1000 1000



3-17Longitudinal Data May ShowSubstantial Change

BrandPurchasedin Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000



3-18

Uses of Causal Research

To understand which variables are the cause(independent variables) and which variables are theeffect (dependent variables) of a phenomenon;

To determine the nature of the relationship betweenthe causal variables and the effect to be predicted;

METHOD: Experiments



3-19Potential Sources of Error inResearch Designs

Surrogate Information Error

Measurement Error

Population Definition Error

Sampling Frame Error

Data Analysis Error

Respondent Selection Error

Questioning Error

Recording Error

Cheating Error

Inability Error

Unwillingness Error

Total Error

Non-sampling

Error

Random

Sampling Error

Non-response

Error

Response

Error

Interviewer

Error

Respondent

Error

Researcher

Error



3-20

Errors in Research

The total error is the variation between the truemean value in the population and the observed meanvalue obtained in the research project.

Random sampling error is the variation betweenthe true mean value for the population and the true

mean value for the original sample. Non-sampling errors can be attributed to sources

other than sampling, and they may be random ornonrandom: including errors in problem definition,approach, scales, questionnaire design, interviewing

methods, and data preparation and analysis. Non-sampling errors consist of non-response errors andresponse errors.



3-21

Errors in Research

Non-response error arises when some of therespondents included in the sample do not respond.

Response error arises when respondents giveinaccurate answers or their answers are misrecordedor misanalyzed.



3-22

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

Module 3 a -Research Design

Documents

Transcript of Module 3 a -Research Design