Research Design

Chapter Three
Research Design
Copyright © 2010 Pearson Education, Inc. 3-1

Chapter Outline
1) Research Design: Definition and components

2) Research Design: Classification
3) Alternative Research Design: Relationships
Among Exploratory, Descriptive and Causal
Research
4) Potential Sources of Error in research design
5) Marketing Research Proposal
6) Online Research
7) Summary
8) Case of Citicorp Banks

Marketing Research Process
Step 1: Defining the Problem
Step 2: Developing an Approach to the Problem
Step 3: Formulating a Research Design
Step 4: Doing Field Work or Collecting Data
Step 5: Preparing and Analyzing Data
Step 6: Preparing and Presenting the Report

Research Design: Definition
• Research design (step 3) formulated after

the problem has been defined (step 1) and
the approach developed (step 2).
• A research design is a framework or

blueprint (plan) for conducting the
marketing research project. It details the
procedures necessary for obtaining the
information needed to structure or solve
marketing research problems.

Components of a Research Design
• Design the exploratory, descriptive, and/or causal

phases of the research (Chapters 3 - 7)
• Specify the measurement and scaling procedures
(Chapters 8 and 9)
• Construct and pretest a questionnaire
(interviewing form) or an appropriate form for
data collection (Chapter 10)
• Specify the sampling process and sample size
(Chapters 11 and 12)
• Develop a plan of data analysis (Chapter 14)

A Classification of Marketing Research Designs
Research Design
Exploratory Conclusive
Research Design Research Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Single Cross- Multiple Cross-

Sectional Design Sectional Design
Exploratory & Conclusive Research Differences
Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and
understanding examine relationships
Character- Information needed is defined Information needed is clearly

istics: only loosely. Research process is defined. Research process is formal
flexible and unstructured. and structured. Sample is large and
Sample is small and non- representative. Data analysis is
representative. Analysis of quantitative
primary data is qualitative.
Findings/ Tentative (unsure, uncertain) Conclusive

Results:
Outcome: Generally followed by further Findings used as input into decision

exploratory or conclusive making
research
A Comparison of Basic Research Designs
Exploratory Descriptive Causal
Objective: Discovery of ideas Describe market Determine cause
and insights characteristics or and effect
functions relationships
Characteristics: Flexible, versatile Marked by the prior Manipulation of

formulation of independent
specific hypotheses variables, measure
the effect on
Often the front end Preplanned and dependent
of total research structured design variables,
Control mediating
design
variables
Expert surveys Secondary data: Experiments
Methods: Pilot surveys quantitative analysis
Case studies Surveys
Secondary data: Panels
qualitative analysis Observation and
qualitative research other data
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

Uses 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 certain
behavior
• To determine the perceptions of product
characteristics
• To determine the degree to which marketing
variables are associated
• To make specific predictions
Descriptive research design:
Cross-Sectional Designs
• Involve the collection of information from any given sample of

population elements only once
• In single cross-sectional designs, there is only one sample

of respondents drawn of the target population, and
information is obtained from this sample only once.
• In multiple cross-sectional designs, there are two or more

samples of respondents, and information from each sample is
obtained only once. Often, information from different
samples is obtained at different times.
A type of special interest analysis of this design is Cohort
Analysis.
• Cohort analysis consists of a series of surveys conducted at

appropriate time intervals, where the cohort serves as the
basic unit of analysis.
Consumption of Various Soft Drinks by
Various Age Cohorts
Table 3.3
Percentage consuming on a typical day
Age 1950 1960 1969 1979
8-19 52.9 62.6 73.2 81.0
20-29 45.2 60.7 76.0 75.8 C8
30-39 33.9 46.6 67.7 71.4 C7
40-49 23.2 40.8 58.6 67.8 C6
50+ 18.1 28.8 50.0 51.9 C5
C1 C2 C3 C4
C1: cohort born prior to 1900 C5: cohort born 1931-40
C2: cohort born 1901-10 C6: cohort born 1940-49
Descriptive Research Design
Longitudinal Designs
• A fixed sample (or samples) of population

elements is measured repeatedly on the
same variables. (the same people are
studied over time and the same variables
are measured).
• A longitudinal design differs from a cross-
sectional design in that the sample or
samples participants remain the same over
time.
• Longitudinal design study provides changes
that take place over time.
Multiple Cross-Sectional vs. Longitudinal
Different
Multi Sample Sample
Cross- Surveyed Surveyed
Sectional at T1 at T2
Design
Same
Sample Sample
Longitudinal
Surveyed also
Design
at T1 Surveyed
at T2
Time T1 T2
Relative Advantages and Disadvantages of
Longitudinal and Cross-Sectional Designs
Table 3.4
Evaluation Cross-Sectional Longitudinal

Criteria Design Design
Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -
Note: A “+” indicates a relative advantage over the other

design, whereas a “-” indicates a relative disadvantage.

Cross-Sectional Data May Not Show Change
Table 3.5
Brand Purchased Time Period

Period 1 Period 2
Survey Survey
Brand A 200 200

Brand B 300 300
Brand C 500 500
Total 1000 1000

Longitudinal Data May Show Substantial Change
Brand Brand Purchased in Period 2

Purchased
in Period 1 Brand A Brand B Brand C Total
Brand A 200 100 50 50 200

Brand B 300 25 100 175 300
Brand C 500 75 150 275 500
Total 1000 200 300 500 1000

Uses of Causal Research
• To understand which variables are

the cause (independent variables)
and which variables are the effect
(dependent variables) of a
phenomenon.
• To determine the nature of the

relationship between the
causal variables and the effect
to be predicted.

Alternative Research Designs
Exploratory Research
(a) •Secondary Data Conclusive Research
Analysis •Descriptive/Causal
•Focus Groups
(b) Conclusive Research

•Descriptive/Causal
Exploratory
Conclusive Research Research
(c)
•Descriptive/Causal •Secondary Data
Analysis
•Focus Groups
Potential Sources of Error in Research Designs
Total Error
Random Non-sampling
Sampling Error Error
Response Non-response
Error Error
Researcher Interviewer Respondent

Error Error Error
Surrogate Information Error Respondent Selection Error Inability Error
Measurement Error Questioning Error Unwillingness Error
Population Definition Error Recording Error
Sampling Frame Error Cheating Error
Data Analysis Error
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
Example: Research design
The case of Citicorp Banks

Citicorp Banks on Exploratory,
Descriptive, and Causal Research
- Marketing Research at Citicorp is typical in that it is used

to measure consumer awareness of products, monitor their
satisfaction and attitudes associated with the product, track
product usage and diagnose problems as they occur.
- To accomplish these tasks Citicorp makes extensive use of
exploratory, descriptive, and causal research. Often it is
advantageous to offer special financial packages to specific
groups of customers. In this case, a financial package is
being designed for senior citizens.
The following seven-step process was taken by marketing
research to help in the design:
1) A taskforce was created to better define the market

parameters to include all the needs of the many Citicorp
branches. A final decision was made to include Americans
55 years of age or older.

2) Exploratory research in the form of secondary data analysis of the

mature or older market was then performed and a study of
competitive products was conducted. Exploratory qualitative research
involving focus groups was also carried out in order to determine the
needs and desires of the market and the level of satisfaction with the
current products.
In the case of senior citizens, a

great deal of diversity was
found in the market. This was
determined to be due to such
factors as affluence, relative
age, and the absence or
presence of a spouse.

3) The next stage of research was brainstorming. This

involved the formation of many different financial packages
aimed at the target market. In this case, a total of 10 ideas
were generated.
4) The feasibility of the 10 ideas generated in step 3 was then
tested. The ideas were tested on the basis of whether they
were possible in relation to the business. The following list of
questions was used as a series of hurdles that the ideas had to
pass to continue on to the next step.
• Can the idea be explained in a manner that the target

market will easily understand?
• Does the idea fit into the overall strategy of Citicorp?

 Is there an available description of a specific target market for the

proposed product?
 Does the research conducted so far indicate a potential match for
target market needs, and is the idea perceived to have appeal to
this market?
 Is there a feasible outline of the tactics and strategies for
implementing the program?
 Have the financial impact and cost of the program been thoroughly
evaluated and determined to be in line with company practices?
In this study, only one idea generated from the brainstorming
session made it passed all the listed hurdles to step 5.

5) A creative work-plan was then generated. This plan was to emphasize

the competitive advantage of the proposed product as well as better
delineate (describe) the specific features of the product.
6) The previous exploratory research was now followed up with

descriptive research in the form of mall intercept surveys of people in
the target market range. The survey showed that the list of special
features was too long and it was decided to drop the features more
commonly offered by competitors.

7) Finally, the product was test marketed in six of

the Citicorp branches within the target market.
Test marketing is a form of causal research.
Given successful test marketing results, the
product is introduced nationally.

Questions for Revision
1. discuss three differences between exploratory research and

conclusive research (slide 7)
2. Compare between multi-cross sectional and longitudinal

designs in: a. detecting change and b. survey samples and
sampling representation. (slide 14-15)
3. What is the relationship among exploratory, descriptive, and

causal research. (slide 19)
4. What potential sources of non-sampling errors can affect a

research design. (slide 20)
5. List the major components of the research design. (slide 22)

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Chapter Three

Copyright © 2010 Pearson Education, Inc. 3-1

1) Research Design: Definition and components

Copyright © 2010 Pearson Education, Inc. 3-2

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

Copyright © 2010 Pearson Education, Inc. 3-3

• Research design (step 3) formulated after

• A research design is a framework or

Copyright © 2010 Pearson Education, Inc. 3-4

• Design the exploratory, descriptive, and/or causal

Copyright © 2010 Pearson Education, Inc. 3-5

Single Cross- Multiple Cross-

Character- Information needed is defined Information needed is clearly

Findings/ Tentative (unsure, uncertain) Conclusive

Outcome: Generally followed by further Findings used as input into decision

Characteristics: Flexible, versatile Marked by the prior Manipulation of

• Formulate a problem or define a problem

Copyright © 2010 Pearson Education, Inc. 3-9

• To describe the characteristics of relevant

• Involve the collection of information from any given sample of

• In single cross-sectional designs, there is only one sample

• In multiple cross-sectional designs, there are two or more

• Cohort analysis consists of a series of surveys conducted at

• A fixed sample (or samples) of population

Evaluation Cross-Sectional Longitudinal

Note: A “+” indicates a relative advantage over the other

Copyright © 2010 Pearson Education, Inc. 3-15

Brand Purchased Time Period

Brand A 200 200

Copyright © 2010 Pearson Education, Inc. 3-16

Brand Brand Purchased in Period 2

Brand A 200 100 50 50 200

Copyright © 2010 Pearson Education, Inc. 3-17

• To understand which variables are

• To determine the nature of the

Copyright © 2010 Pearson Education, Inc. 3-18

(b) Conclusive Research

Researcher Interviewer Respondent

The case of Citicorp Banks

Copyright © 2010 Pearson Education, Inc. 3-23

- Marketing Research at Citicorp is typical in that it is used

1) A taskforce was created to better define the market

Copyright © 2010 Pearson Education, Inc. 3-25

2) Exploratory research in the form of secondary data analysis of the

In the case of senior citizens, a

Copyright © 2010 Pearson Education, Inc. 3-26

3) The next stage of research was brainstorming. This

• Can the idea be explained in a manner that the target

Copyright © 2010 Pearson Education, Inc. 3-28

 Is there an available description of a specific target market for the

Copyright © 2010 Pearson Education, Inc. 3-29

5) A creative work-plan was then generated. This plan was to emphasize

6) The previous exploratory research was now followed up with

Copyright © 2010 Pearson Education, Inc. 3-30