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Research Design

The document outlines the framework for conducting marketing research, detailing various research designs including exploratory, descriptive, and causal research. It discusses the components of a research design, potential sources of error, and the classification of marketing research designs. Additionally, it highlights the differences between exploratory and conclusive research, as well as the advantages and disadvantages of cross-sectional and longitudinal designs.

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0% found this document useful (0 votes)
18 views20 pages

Research Design

The document outlines the framework for conducting marketing research, detailing various research designs including exploratory, descriptive, and causal research. It discusses the components of a research design, potential sources of error, and the classification of marketing research designs. Additionally, it highlights the differences between exploratory and conclusive research, as well as the advantages and disadvantages of cross-sectional and longitudinal designs.

Uploaded by

engrahsan823
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Research Design

Copyright © 2010 Pearson Education, Inc. 3-1


Chapter Outline

1) Research Design Classification

2) Exploratory Research

3) Descriptive Research

4) Causal Research

5) Potential Sources of Error

6) Marketing Research Proposal

Copyright © 2010 Pearson Education, Inc. 3-2


1) 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 or solve marketing
research problems.

Copyright © 2010 Pearson Education, Inc. 3-3


The Problem Definition Process (again)

Tasks Involved
Fig. 2.1
Discussion Interviews Secondary Qualitative
with with Data Research
Decision Maker(s) Experts Analysis

Environmental Context of the Problem

Step I: Problem Definition


Management Decision Problem

Marketing Research Problem

Step II: Approach to the Problem

Analytical Specification
Objective/ Research of
Theoretical Model: Hypotheses
Questions
Foundations Verbal, Information
Graphical, Needed
Mathematica
l

Step III: Research Design

Copyright © 2010 Pearson Education, Inc. 3-4


1) Components of a Research Design

1. Define the information needed (Chapter 2)


2. Design the exploratory, descriptive, and/or
causal phases of the research (Chapters 3 - 7)
3. Specify the measurement and scaling
procedures (Chapters 8 and 9)
4. Construct and pretest a questionnaire
(interviewing form) or an appropriate form for
data collection (Chapter 10)
5. Specify the sampling process and sample size
(Chapters 11 and 12)
6. Develop a plan of data analysis (Chapter 14)

Copyright © 2010 Pearson Education, Inc. 3-5


1) A Classification of Marketing Research
Designs

Research Design

Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research

Cross- Longitudinal
Sectional Design
Design
Single Cross- Multiple Cross-
Sectional Sectional
Design
Copyright © 2010 Pearson Education, Inc. Design 3-6
1) Exploratory & Conclusive Research
Differences
Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and
understanding examine relationships

• Information needed is defined • Information needed is clearly


Character-
only loosely. defined.
istics: • Research process is flexible and • Research process is formal and
unstructured. structured.
• Sample is small and non- • Sample is large and
representative. representative.
• Analysis of primary data is • Data analysis is quantitative
qualitative.
• Hypotheses may not exist.
Findings/
Results: Tentative
Conclusive
Outcome:
Generally followed by further
exploratory or conclusive Findings used as input into decision
research
Copyright © 2010 Pearson Education, Inc. making 3-7
1) A Comparison of Basic Research Designs
Conclusive

Exploratory Descriptive Causal


Objective: Discovery of Describe market Determine cause
ideas and insights characteristics or and effect
functions relationships

Characteristics: • Flexible, versatile • Marked by the prior • Manipulation of


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

Copyright © 2010 Pearson Education, Inc. 3-8


2) Uses of Exploratory Research

Exploratory research can be used to:


• Formulate a problem or define a problem
more precisely
• Develop hypotheses
• Establish approach and priorities for further
research

Exploratory methods discussed in chapters 2-5.

Copyright © 2010 Pearson Education, Inc. 3-9


3) Use of Descriptive Research

Descriptive research can be used to:


• describe the characteristics of relevant
consumers
• determine the perceptions of product
characteristics
• make specific predictions

Descriptive research can be further classified


into cross-sectional and longitudinal
research…

Copyright © 2010 Pearson Education, Inc. 3-10


3) Cross-Sectional Designs

Cross-sectional designs involve the collection of information


from any given sample of population elements only once

• Single cross-sectional designs


• one sample of respondents
• information is obtained from this sample only once

• Multiple cross-sectional designs


• two or more samples of respondents
• information from each sample is obtained only once
• Often, information from different samples is obtained at different times

• Cohort analysis consists of a series of surveys conducted at


appropriate time intervals, where the cohort serves as the
basic unit of analysis. A cohort is a group of respondents who
experience the same event within the same time interval.

Copyright © 2010 Pearson Education, Inc. 3-11


3) Example of Cohort Analysis

Cohorts (in this example) = income level groups


Copyright © 2010 Pearson Education, Inc. 3-12
3) Longitudinal Designs

A longitudinal design involves a fixed


sample (or samples) of population elements
that is measured repeatedly on the same
variables.
• A longitudinal design differs from a multiple
cross-sectional design in that the sample(s)
remain the same over time.
• A panel is a sample of respondents who
have agreed to provide information at
specified intervals over an extended period.

Copyright © 2010 Pearson Education, Inc. 3-13


3) Cross-Sectional vs. Longitudinal

Sample(s
Cross- )
Sectiona Surveye
l Design d at T1

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

Time Time1 Time2


Copyright © 2010 Pearson Education, Inc. 3-14
3) Advantages and Disadvantages of
Longitudinal and Cross-Sectional Designs

Evaluatio Cross- Longitudin


n Criteria Sectional al Design
Design
Detecting Change - +
Accuracy - +
*Representative Sampling + -
Avoid response bias + -

*Panels (in longitudinal designs) may not be representative as


they may refuse to cooperate or drop out.

Copyright © 2010 Pearson Education, Inc. 3-15


4) Causal Research

• Causal research: a type of conclusive


research where the major objective is to
obtain evidence regarding cause-and-effect
(causal) relationships.
• Cause = independent variable(s)
• Effect = dependent variable(s)
• METHOD: Experiments

Copyright © 2010 Pearson Education, Inc. 3-16


5) Potential Sources of Error in Research Designs

Total Error

Random Non-sampling
Sampling Error Error

Response Non-response
Error Error

Researcher Interviewer Error Respondent


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
Copyright © 2010 Pearson Education, Inc. 3-17
Errors in Marketing Research
• The total error includes:
• Random sampling error is the difference between
the 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 or
nonrandom:
• Non-response/response error,
• Poor problem definition,
• Wrong research approach,
• Unbalanced scales, and so on…

Copyright © 2010 Pearson Education, Inc. 3-18


Errors in Marketing Research

• Non-response error arises when some


of the respondents included in the
sample do not respond.
• Response error arises when
respondents give inaccurate answers or
their answers are misrecorded or
misanalyzed.

Copyright © 2010 Pearson Education, Inc. 3-19


Thank you!

Questions??

Copyright © 2010 Pearson Education, Inc. 3-20

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