8/7/2019 Module 3 a -Research Design
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Research Design
8/7/2019 Module 3 a -Research Design
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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
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3-3
7) Potential Sources of Errori. Random Sampling Error
ii. Non-sampling Error
a. Non-response Error
b. Response Error
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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.
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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
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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
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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
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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
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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
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Methods of Exploratory Research
Survey of experts
Pilot surveys
Secondary data analyzed in a qualitativeway
Qualitative research
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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
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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.
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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
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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
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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.
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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
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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
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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
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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
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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.
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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.
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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
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