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    Chapter 2b Research Design

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    manoj kumar singh
    1) The document outlines various research designs including exploratory, descriptive, and causal designs. Exploratory designs are used early on to define problems while descriptive and causal designs provide more conclusive information. 2) Within conclusive research, descriptive designs describe characteristics and relationships while causal designs aim to establish cause-and-effect. Descriptive designs use techniques like surveys, observations and cross-sectional studies while causal designs require control and longitudinal studies. 3) There is no single best design or method as the appropriate approach depends on the specific research problem, available resources, and information needs of the researcher. Both exploratory and conclusive designs have roles to play in the marketing research process.

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    Chapter 2b Research Design

    Uploaded by

    manoj kumar singh
    60 views21 pages
    1) The document outlines various research designs including exploratory, descriptive, and causal designs. Exploratory designs are used early on to define problems while descriptive and causal designs provide more conclusive information. 2) Within conclusive research, descriptive designs describe characteristics and relationships while causal designs aim to establish cause-and-effect. Descriptive designs use techniques like surveys, observations and cross-sectional studies while causal designs require control and longitudinal studies. 3) There is no single best design or method as the appropriate approach depends on the specific research problem, available resources, and information needs of the researcher. Both exploratory and conclusive designs have roles to play in the marketing research process.

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    Chapter 2b Research design

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    1) The document outlines various research designs including exploratory, descriptive, and causal designs. Exploratory designs are used early on to define problems while descriptive and causal designs provide more conclusive information. 2) Within conclusive research, descriptive designs describe characteristics and relationships while causal designs aim to establish cause-and-effect. Descriptive designs use techniques like surveys, observations and cross-sectional studies while causal designs require control and longitudinal studies. 3) There is no single best design or method as the appropriate approach depends on the specific research problem, available resources, and information needs of the researcher. Both exploratory and conclusive designs have roles to play in the marketing research process.

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    60 views21 pages

    Chapter 2b Research Design

    Uploaded by

    manoj kumar singh
    1) The document outlines various research designs including exploratory, descriptive, and causal designs. Exploratory designs are used early on to define problems while descriptive and causal designs provide more conclusive information. 2) Within conclusive research, descriptive designs describe characteristics and relationships while causal designs aim to establish cause-and-effect. Descriptive designs use techniques like surveys, observations and cross-sectional studies while causal designs require control and longitudinal studies. 3) There is no single best design or method as the appropriate approach depends on the specific research problem, available resources, and information needs of the researcher. Both exploratory and conclusive designs have roles to play in the marketing research process.

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    Overview of Research

    Designs
    The 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

    • A master plan that


    specifies the methods
    and procedures for
    collecting and analyzing
    needed information.
    Tasks Involved In a Research Design

    Define the Information Needed

    Design the Exploratory, Descriptive,


    and/or Causal Phases of the Research
    Today’s
    Specify the Measurement and Scaling Topic
    Procedures

    Construct a Questionnaire

    Specify the Sampling Process and the


    Sample Size

    Develop a Plan of Data Analysis


    A Classification of Market Research Designs
    Research
    Design
    Exploratory Conclusive
    Research Research

    Secondary Experience Pilot Case


    Data Surveys Studies Studies

    See next slide


    A Classification of Market Research Designs
    Research
    Design
    Exploratory Conclusive
    Research Research

    See previous slide

    Cross-sectional
    Study
    Descriptive Causal
    Longitudinal Design Design
    Study
    Experiment
    Secondary Survey Observation
    Data Study
    Exploratory Research
    • Usually conducted during the
    initial stage of the research
    process
    • Purposes
    – To narrow the scope of the research topic, and
    – To transform ambiguous problems into well-defined
    ones
    Exploratory Research
    Techniques
    • Secondary Data Analysis
    – Secondary data are data previously collected & assembled for
    some project other than the one at hand
    • Pilot Studies
    – A collective term for any small-scale exploratory research
    technique that uses sampling but does not apply rigorous
    standards
    – Includes
    • Focus Group Interviews
    – Unstructured, free-flowing interview with a small group of people
    • Projective Techniques
    – Indirect means of questioning that enables a respondent to project beliefs
    and feelings onto a third party or an inanimate object
    – Word association tests, sentence completion tests, role playing
    Exploratory Research
    Techniques
    • Case Studies
    – Intensively investigate one or a few situations similar
    to the problem situation
    • Experience Surveys
    – Individuals who are knowledge about a particular
    research problem are questioned
    Conclusive Research
    • Provide specific information that aids the
    decision maker in evaluating alternative
    courses of action
    • Sound statistical methods & formal
    research methodologies are used to
    increase the reliability of the information
    • Data sought tends to be specific & decisive
    • Also more structured & formal than
    exploratory data
    Types of Conclusive
    Research
    • Descriptive Research
    – Describes attitudes, perceptions, characteristics, activities and
    situations.
    – Examines who, what, when, where, why, & how questions
    • Causal Research
    – Provides evidence that a cause-and-effect relationship exists or
    does not exist.
    – Premise is that something (and independent variable) directly
    influences the behavior of something else (the dependent
    variable).
    Common Characteristics
    of Descriptive Studies
    • Build on previous information
    • Show relationships between
    variables
    • Representative samples required
    • Structured research plans
    • Require substantial resources
    • Conclusive findings
    Major Types of Descriptive Studies
    Descriptive
    Studies

    Consumer Perception Market Characteristic


    Sales Studies
    And Behavior Studies Studies

    • Market • Image •Distribution


    Potential
    • Product Usage •Competitive
    • Market Analysis
    Share • Advertising

    • Sales • Pricing
    Analysis
    Cross Sectional vs. Longitudinal Designs

    Cross Sample
    Sectiona Surveye
    l Design d at T1

    Same
    Sample Sample
    Longitudina Surveyed also
    l Design at T1 Surveyed
    at T2

    Time T1 T2
    Cross-Sectional vs.
    Longitudinal Designs
    Cross-Sectional Longitudinal

    Detecting change Worse Better

    Amount of data Worse Better


    collected
    Accuracy Worse Better

    Representativeness Better Worse

    Response bias Better Worse


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

    (b) Conclusive Research


    •Descriptive/Causal

    Exploratory
    (c) Conclusive Research Research
    •Descriptive/Causal • Secondary Data
    Analysis
    • Focus Groups
    Common Characteristics
    of Causal Studies
    • Logical Time Sequence
    – For causality to exist, the cause must either precede or occur
    simultaneously with the effect
    • Concomitant Variation
    – Extent to which the cause and effect vary together as
    hypothesized

    • Control for Other Possible Causal


    Factors
    How Descriptive &
    Causal Designs Differ
    • Relationship between the
    variables
    – Descriptive designs determine degree of association
    – Causal designs infer whether one or more variables influence
    another variable
    • Degree of environmental control
    – Descriptive designs enjoy lesser degrees of control
    • Order of the variables
    – In descriptive designs, variables are not logically ordered
    Comparison of Research
    Designs
    Exploratory Descriptive Causal

    Purpose ID problems, gain Describe things Determine cause-


    insights and-effect
    relationships

    Assumed Minimal Considerable Considerable


    background
    knowledge
    Degree of Very little High High
    structure
    Flexibility High Some Little
    Sample Nonrepresentative Representative Representative
    Research Relaxed Formal Highly controlled
    environment
    Cost Low Medium High
    Findings Preliminary Conclusive Conclusive
    Basic Research
    Methods
    • Secondary Data Analysis
    – Historical analysis
    • Surveys
    – Asking; self-reported
    • Experiments
    – Testing in controlled environments
    • Observation
    – Watching & recording
    Which is the “Best” Research
    Design & Method?
    • “You cannot put the same shoe on
    every foot.”
    – Publilius Syrus
    • It depends on the
    – problem of interest,
    – level of information needed,
    – resources,
    – researcher’s experience, etc.

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