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Research Design

This document discusses various aspects of research design for marketing research projects. It describes the differences between exploratory and conclusive research designs, and the key components of research design including defining objectives, measurement procedures, sampling, and data analysis plans. Exploratory research is used to better understand a problem and identify key variables, while descriptive research describes market characteristics. Both exploratory and descriptive research can use methods like literature reviews, interviews, analysis, and focus groups.

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15K views10 pages

Research Design

This document discusses various aspects of research design for marketing research projects. It describes the differences between exploratory and conclusive research designs, and the key components of research design including defining objectives, measurement procedures, sampling, and data analysis plans. Exploratory research is used to better understand a problem and identify key variables, while descriptive research describes market characteristics. Both exploratory and descriptive research can use methods like literature reviews, interviews, analysis, and focus groups.

Uploaded by

api-3774614
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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RESEARCH DESIGN

RESEARCH DESIGN
» Design
» Classification
» Differences between Exploratory and
conclusive design
» Comparing and contrasting differences
between basic research design
» Sources of error
» Managerial aspects of coordinating
research projects
» elements of a marketing research
proposal
» Its formulation in international marketing
research
» ethical issues and conflicts
» use of the Internet and computers
RESEARCH DESIGN:
DEFINITION
• A research design is a framework or
blueprint for conducting the marketing
research project. It details the procedures
necessary for obtaining the information
needed to structure and/or solve
marketing research problems.
COMPONENTS OF RESEARCH
DESIGN
• Define the information needed
• Design the exploratory, descriptive, and/or
causal phases of the research
• Specify the measurement and scaling
procedures
• 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
RESEARCH DESIGN:
CLASSIFICATION
Research Design

Exploratory Conclusive
Research Research
Design Design

Descriptive Casual
Research Research

Cross-Sectional Longitudinal
Design Design

Single Multiple
Cross-Sectional Cross-Sectional
Design Design
DEFINITION:
• Exploratory Research: It provides insights
into, and an understanding of, the problem
confronting the researcher
• Conclusive Research: It assist the
decision maker in determining, evaluating,
and selecting the best course of action to
take in a given situation
EXPLORATORY RESEARCH
OBJECTIVE : Exploratory research is to explore or search
through a problem or situation to provide insights and
understanding
Used for following purposes:
• 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
EXPLORATORY RESEARCH
Methods used in Exploratory Research:
• A review of academic and trade literature to identify the relevant
demographic and psychographic factors that influence consumer
patronage of department stores
• Interviews with retailing experts to determine trends, such as
emergence of new types of outlets and shifts in consumer
patronage patterns (e.g., shopping on the
Internet)
• U A comparative analysis of the three best and three worst stores of
the same chain to gain some idea of the factors that influence store
performance
• Focus groups to determine the factors that consumers consider
important in selecting department stores
• Further illustration of exploratory research is provided by the
following example.
DESCRIPTIVE RESEARCH
• Descriptive Research is to describe market
characteristics or functions
• Descriptive research is conducted for the
following reasons:
• Describing the characteristics of relevant groups, such as
consumers, salespeople, organizations, or market areas.
• Estimating the percentage of units in a specified population
exhibiting a certain behavior.
• Determining the perceptions of product characteristics.
• Determining the degree to which marketing variables are
associated.
• Making specific predictions.
DESCRIPTIVE RESEARCH
• Descriptive Design requires clear specifications
of :
– Who—Who should be considered a patron of a particular
department store?
– What—What information should be obtained from the
respondents?
– When—When should the information be obtained from the
respondents?
– Where—Where should the respondents be contacted to obtain
the required information?
– Why—Why are we obtaining information from the respondents?
Why is the marketing research project being conducted?
– Way—In what way are we going to obtain information from the
respondents?

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