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RESEARCH DESIGN

- Subir Guha

. It is the plan/blueprint that specifies the sources andtypes of information relevant to the researchproblem.

.. It is the strategy specifying the approach for

gathering and analyzing data.

. It considers the cost and tinle constraints.

9 A good research design should be :y simple~ economicaly reliable>\vorkable"y flexible

(RD-l)

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RESEARCH DESIGN CLASSIFICATION(Based on fundamental objective of research)

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(RD- 2)

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EXPLORATORY - SECONDARY DATA STUDY

. Provides understanding/insights.

. Quick and economical method.

. Review of earlier stated hypothesis in secondarydata base.

. Secondary data base can be internal/external., 0 Internal data sources are found within the

company.0 External data sources are books, newspapers,

, journals, periodicals, government publisheddata sources, internet etc.

. t.Jew age secondary data (internet/ online data base):0 Advantages - quick access, variety, low-cost.0 Disadvantages - deluge of information / search

results, lack of authentication and lack ofupdation.

. 'Study of secondary data' research has no formaldesign but is not done aimlessly. It can be expeditedand effectively used if done in an organized manner.

. Such studies usually lead to further exploratoryresearch of other forms (primary data collection andanalysis).

(RD- 3)

EXPLORATORY - EXPERIENCESURVEY

. Also known as qualitative research.

. Survey. of people with experience/knowledge

regarding the topic.

. Objective is to obtain insight/ ideas/ thoughts/

feelings/ attitudes.

. Identificationof persons who can contribute is very

~mportant.

. ~ People with differenttypes of experience to beconsidered.

~ Need not be the most eclucatedor most

articulate.

~ 'Some selectedfrom deemed knowledgeable

and some randomly selected from variousgroups' - method can be adopted.

. Int~rview schedule are prepared for systematic

questioning.Respondents are allowed (encouraged)

to be free to give their ideas.

. Following methods are adopted for this type of

researc h:

1. Depth interview - 'One -on one' individual.

2. Projective techniques - Individual interviews.

Respondents asked to project themselves in to

a particular situation.

3. Group interviews called' Focus groupinterviews' .

(RD- 4)

DEPTH INTERVIEWS(Exploratory- experiencesurvey)

. Unstructured one-on-one interview.

. No fixed list of questions. Attempts to elicit detailedanswers.

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. Conducted by interviewers who are trained in theski11of probing. Some times psychologists used.

. ,Advantages:y Group pressure absent -so feels freer to express

his views.y Respondents feel important and wanted.Y Longer time devoted to reveal true feelings.y Non verbal feedback observed.y Allows greater flexibility in exploring casual

remarks.

. Disadvantages:Y Expensive, time consuming.> Only individuals with special training can be

interviewers.

y Interpretations are subjective.y Unstructured nature can increase complexity of

the analysis.

(RD-5)

PROJECTIVE TECHNIQUES(Exploratory- Experience survey)

. The origin of Projective techniques lies in the fieldof clinical psychology.

. The objective is to delve below the surfaceresponses to get true feelings, meanings andmotivation.

. Penetrating a person's defense mechanism by.-presenting an imaginary situation and asked to. respond. As they are not talking about themselvesdefense mechanism does not come in to play.

. Types of projective tests:~ Word association tests.

~ Sentence and story completion tests.~ Cartoon tests.~ Photo sort

photos/images.~ Third person technique. (Eg. - What do you

think a housewife/ neighbour/ most people, ?)

associate brands with

(RD-6)

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FOCUS GROUP INTERVIEWS(Exploratory- Experiencesurvey)

. Focus group technique has its origin in group therapy usedby psychiatrists.

. Focus group generally consists of eight to twelveparticipants - led by moderator in an in-depth discussionon one particular topic!concept.

. The goal is to find out how' they feel about the object ofthe study (product/ organization/ concepti brand).

. ~t is 'group dynamics' rather than' group interviewing'.Response of one can become stimulus for another. Directquestions are avoided rather indirect enquiries thatstilTIulatefree and spontaneous discussions are made.

. It is lllost popular qualitative research tool in marketingresearch. (More for consumer goods to reveal Productcategory ~ Lifestyle,Reaction ~ Advertisement etc.)

. Moderator lets the conversation flo\v on its o\vn.

Intervenes only to > raise a untouched point, move onwhen a topic has been exhausted, restart a topic of interestincase the group has strayed.

. Moderator must blend with the group. Must have adetailed plan.

. A.dvantages:~ New ideas I thoughts generate -

>-Group dynamics factor helps"YCheaper and faster than one-on- one.

. Disadvantages:'-'

~ One or more mav dominate the conversation.I

preventing less assertive lintroverts to express theiropInIons.

> l'vloderator~sstvle of conducting the proceedings.I --- ~ ---

may influence the quality of discussions.(RD- 7)

CASE STUDY METHOD(For exploratory research)

. This method is particularly useful for studying problems\vhere interrelationships of a number of factors areinvolved and in which it is difficult to understand theindividual factors \vithout considering theinterrelationship.

. iL\ case study is extensive examination of a single instance..It is a type of research which focuses on understandingthe dynamics present within a single setting'.

. A case study approach implies a 'single unit' of analysis -

a company or a group of workers in a given situation! anevent! a process.

. Though considered soft and unscientific, it is one of theoldest methods of social sciences.

. In this method the subjectivity! intuition! judgments playan ilnportant role.

. Case method design:'-'

~ In this analogy is used.};>CoUected cases are studied from three standpoints>

1. Comn10n features 2. Uncommon features 3.

Features unique to a specitic case.. Advantages:'-'

};> Comprehensive study};>Suitable for a complex situation~ Study of a real situation> / j-\ccurate data obtained because of the time spent on

limited cases.. Disadvantages:'-'

> Lack of objectivity,> Error in selection of cases> Unorganized data collection'-'

> Tendency to wrongly generalize. (RD- 8)

CONCLUSIVE RESEARCH

. Conclusive research helps to make rational decisions indetermining, evaluating and selecting a course of action\vhich is most suitable in a given situation.

. Exploratory research helps us in stating a meaningfulhypothesis. The objective of a conclusive research is totest specific hypothesis and examine relationships.

. The research process in conclusive research is much morest~uctured compared to exploratory research.

c: Data an?lysis is tTIostlyquantitati\;e.. The basic types of conclusive research are:

> De.scriptive - it provic1es an accurate snapshot of ~situation! environment. It helps the researcher inidentifying cause and effect relationship. Two methodsare used - case study and statistical methods. Statisticalmethods are mostly used.

> Experimentation!Causal - it establishes/ determines theeffect as a consequence of a cause with the help ofeXpenlTIents.

(RD- 9)

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DESCRIPTIVE RESEARCH

. Descriptive researches are those which aim at describing thecharacteristics of a particular individual/ group/ situation.

. h attempts to detennine for instance the frequency withwhich something occurs or relationship between twophenolnenons. Statistical methods are used. Examples:-

0 The degree to which consumption of a product (say tealcotTee) varies with different type of users.

0 The percentage of the population in a given city which, supports a particular political party (or a vie\v point).'0 Respiratory system problems among smokers.0 The characteristics (/profiIe ) 'of consumers who visit

exclusive departmental/ specialty stores.., In this type of research the data is subjected to statistical

analysis. Here the sample design and data collectiontechniques are specified. The Following need to be defined- \vho (respondent), what (data), why (purpose), when (time/stage), where (place) & how (the way).

. The research design of descriptive research are oft\vo types:>- Cross sectional design:.

c In this the information! data from sample/ samples ofpopulation are collected only once.c In a 'Single cross sectional design' one sanlple of

respondents is dra\vn froin the target population andinformation is collected once.

0 In a '!v1ultiple cross sectional design' two or moresa111ples of respondents are drawn from the targetpopulation and information collected once. ...

>- Longitudinal design:

0 In this one fixed sample/ samples of respondentsfrom a population, is measured repeatedly. The studyis conducted on a fixed sample over rime. Eg:-1Vleasuring attitudinal changes of a given salnple indifferent time periods. (RD-1O)

EXPERIMENTATION/ CAUSAL RESEARCH

. A major advantage of this type of Conclusive research(over Descriptive research) is that it can prove a cause andeffect relationship. Statistical method may suggest a causeand effect relationship but can not be used to prove themin a manner Experimentation method can do.

. Experimentation is resorted to when one makes causalinferences about respondents' behaviour. Examples:

y The effect of different advertisements upon the salesof a product/item.

Y The impact of a promotional offer.~ The impact of change in retail pr,ice on the market

'shC1reof a product.~ Impact on the sales of a product due to a new

packaging design.. In this type of research one more variabies are changed

and then the effect of the manipulation measured.Situations are artificially created for this purpose, knownas testing.'-,

. There are basically t\VOtypes of "Experimentation'.~ Laboratorv: In this type the experiment is conducted

in a simulated! laboratory set up.> Field Tv~: In this type the experin1ent is conducted

in real life locations/ situations. The control thai: is

possible in laboratory type is not possible in fieldtype.

(RD- 11)

. The essential components in andepicted in the following manner:

InputsA. Explanatory

variables.B. Extraneous

variables.

.expenment can be

OutputsTest units/Treatment I

t! groups I! I! i

Dependent. Variable.

:> Inputs:

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A.. Explanatoryvariables are the ones\vhose etTect / impacts need to beexamined.

B. Extraneous variables are the onesother than the 'explanatory' whicheffect the result of the study.I

These are the entities on which theexperiment is to be conducted. That isthose portion of the sample or populationbeing exposed to manipulation.the variable that \vi11reflect the ilnpactof the manipulation. Eg: market share,brand preference rating, advertisementrecall score etc.

Follo\ving are sorne special t);pes of experimental designs:>- 'l\fter only' design: - Here the dependant variable is

measured after exposing the test unit to the inputvariables.

>- . Before - After design': - Here the dependant variableis measured once' before' and again' after' the......

exposure. Examples:0 Market Share 'after' and 'before' the advertisement

carnpalgn.0 ivleasurenlent of cOfnpetencies of trainees after and

before a training programme.

>- Test units:

, DependentVariable:

(RD- 12)

~ 'Before - After with control group' design: - Here acontrol group (a group which is not manipulated but\vhich influences the dependant variable) is consideredin this type of study.i State . Measurements I

I I Experimental group I Control Group I

i Before I En I Cn I

, I I CA I

EA

The net etTectof experimental variable will be= (EA - EB) - (CA - CB). This takes into account theeffect of extraneous variable.

Eg: Say after an advertisement campaign the marketshare rises from 30% to 40% (i.e. EB= 30% andEA= 40~'O).But if the campaign was during an 'offseason' \vhen the sales was down in general by 6%(i.e. CB - CA = 6%). The net effect = 10% + 6% =160/0due to the advertisement campaign.

.~ 'After only with control group' design: - The impacton dependable variable due to change in experimentalvariables is determined bv calculating the difference.. '-'

benveen t\VO"after' measurements i.e. EA - CA. .

>- Factorial designs: - In the experiments mentioned'- ~

above only one single experimental variable isconsidered. But in Factorial designs the impact of twoor more variables can be tested. ANOV A (analysis ofvariance) - a statistical tool is used for this.

(RD- 13)