2. Problem Definition & Research Design (01.02.10)

8/8/2019 2. Problem Definition & Research Design (01.02.10)

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Types of Research

Exploratory Research

y Provide information to use in analysing a situation,

y but uncovering conclusive evidence to determine a course of

action is not the purpose

y Conducted with the expectation that subsequent research will be

required to provide conclusive evidence


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Types of Research

Descriptive Research

y Seeks to determine answers to who, when, what, where, why

and how questions

yHelps segment and target markets

y Accuracy is of paramount importance, but errors cant be

completely eliminated.

y Unlike exploratory research, it is based on some previous

understanding of the problem


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Types of Research

Causal Research

y Goal is to identify cause and effect relationships among

variables

yAn appropriate causal order of events or temporal sequencemust be there in a causal relationship. i.e cause must precede

the effect.


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Uncertainty of Type of ResearchExploratory

Research

(Ambiguous

Problem)

Descriptive

Research

(Aware of Partially

Defined Problem)

Causal Research

(Clearly Defined

Problem)

Absenteeism is Increasingand we dont know why?

What kind of people favourtrade protectionism?

Which of two trainingprograms is more effective?

Would people be interested

in our new product idea?

Did last years product recall

have an impact on our

companys stock price?

Can I predict the value of

energy stocks if I know the

current dividends andgrowth rates of dividends?

What task conditions

influence the leadership

process in our organizations?

Has the average merger rate

for savings and loans

increased in the past decade?

Will buyers purchase more

of our new product in a new

package?


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A problem well defined is a problem half solved

PROBLEM DEFINITION


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IMPORTANCE OF PROBLEM

DEFINITION

y Coca Cola Case in 1980s

y A problem definition indicates a specific managerial decision

area to be clarified or problem to be solved. It specifies

research questions to be answered and the objectives ofresearch.


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What is a Research Problem

1. There must be an individual or group which has some

difficulty or the problem

2. There must be some objective(s) to be attained. If one

wants nothing, one cannot have a problem3. There must be alternative means for obtaining the

objective.

4. There must remain some doubt in the mind of the

researcher with regard to the selection of alternatives.5. There must be some environment to which the difficulty

pertains.


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Selectingthe Problem

i. Subject which is overdone

ii. Controversial Subjects

iii. Too narrow or too vague problems

iv. The subject should be familiar and feasiblev. Qualifications and training of researcher

vi. Costs involved

vii. Time Factor

viii. A preliminary study must be done.


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The Process ofProblem Definition

1. State the problem in general

2. Understand the nature of the problem

3. Survey the available literature

4. Develop the ideas through discussions5. Rephrase the research problem

Technical terms, Basic assumptions, Time period, Sources of

data, Scope of investigation should be considered.


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Problem Defn & Hypothesis

Similarities & Differencesy Both state relationships between variables

y Problem Statement are often phrased as questions

y

Hypothesis are declarativey Hypothesis are more specific than former

y Both have considerable value in planning and design research.

y Both help researchers to find crucial data reqd in analysis

stage.


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Research Proposal

A written statement of the research design that includes a

statement explaining the purpose of the study and a detailed,

systematic outline of a particular research methodology.


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Research Design

y A master plan specifying the methods and procedures for

collecting and analysing the needed information in a manner

that aims to combine relevance to the research purpose with

economy in procedure.

y Conceptual structure or blueprint


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Overall research design

y Sampling design

y ObservationalDesign

y StatisticalDesign

y Operational Design


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Features of a Good Design

Minimises bias

+

Maximises reliability of data

+Smallest experimental error

+

Yields maximal information

+

Considers all aspects

GOOD

DESIGN


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CONCEPTS

1. Dependent & Independent Variables

2. Extraneous Variable

3. Control

4. Confounded Relationship5. Research Hypothesis

6. Experimental and Non-experimental Hypothesis testingResearch

7. Experimental & Control Groups8. Treatments

9. Experiment

10. Experimental Unit


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Relationship amongResearch Design

Exploratory Research

Causal Research

Descriptive Research


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Research Design : Exploratory Research

y Literature Search

y Experience Survey

y SecondaryData Analysis

y

CaseStudy

Method Insight

Stimulating Examples.

y Pilot Studies

- Focus Group

- Projective Techniques

- Depth Interviews

y ObservationalMethods


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Exploratory Research : Literature Survey

y Quickest and cheapest techniquesy Conceptual literature, Trade journals, Published statistics

Back


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Exploratory Research : Experience Survey

y In this technique individuals who are knowledgeable about a

particular research problem are surveyed.

y Informal conversations

y

Consists of interviews with few people who have beencarefully selected

y Purpose is to help formulate the problem and clarify

concepts rather than develop conclusive evidence.

Back


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Exploratory Research : Secondary Data

Analysis

y Preliminary review of data collectd for another purpose to clarify

issues in the early stages of a research effort.

y Done in detail as a separate chapter

Back


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y Intensively investigates one or a few situations similar to the

researchers problem situation.

y Benchmarking

y Schwinn Cycles Case

y Cases reflect abrupt changes, extremes of behaviour,

sequences of events and other striking features are most

useful.

Exploratory Research : Case Study Method

Back


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Exploratory Research : Pilot Study

y Small Scale research project that uses sampling but does not apply

rigorous standards

y Generates Primary data

y Collects data from employees, consumers, voters, or other subjectsof ultimate concern rather than from few knowledgeable experts

and case studies.

y Includes : Focus Groups, Projective Techniques, depth Interviews

Back


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Focus Groupsy

An unstructured, free flowing group discussions with a small group of peoplewho sit and talk about some topic of interest to the focus group sponsorer.

y A Moderator directs the discussion.

y Number ofParticipants and Groups

y Purposes:y

To generate hypothesis that can be further tested quantitativelyy To generate information helpful in structuring consumer questionnairesy To provide background information on a product categoryy To obtain customer impressions on new product concepts or ad copy.

y Relatively brief, easy to execute, quickly analysed and inexpensive

y Rarely representative, Cant take place of quantitative studies.y Often used for concept screening and refinement


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Focus Groups : Advantages 10 S

y Synergy

y Serendipity

y Snowballing

y Stimulationy Security

y Spontaneity

y Specialization

y Scrutinyy Structure

y Speed

Shortcomings: Without a sensitive and

effective moderator , a single self-appointed participant may dominate the

session

Back


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Pilot Studies : Projective Techniques

An indirect means of questioning that enables a respondent to

project beliefs and feelings onto a third party, an inanimate

object, or a task situation.

A man is least himself when he talks in his own person; when

he is given a mask he will tell the truth. - Oscar Wilde


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Projective Techniques : Common Methods

y Word Association

y Sentence Completion

y Story Telling


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Projective Techniques : Word

Associationy The subject is presented with a list of words, one at a time, and

asked to respond with the first word that comes to mind.

y Test words are interspersed between neutral words to conceal

purpose of study.

y Eg: margarine, lakes, blue jeans, government, traffic, relations,

children, sunset, smokestacks, peanut butter, city.

y Common responses are classified and grouped, and tend to reveal

patterns of underlying motivations.

y Judged by frquency of a particular word as a response, amount of

time elapsed before a response is given, number of respondents

who do not respond at all to a test word within a time limit.

Back


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Projective Techniques : Sentence Completion

Respondents are required to complete a number of partialsentences with the first word or phrase that comes to mind.

Eg : People who care about ecology________

A person who does not use our lakes for recreation is

_________When I think of living in a city,__________

Back


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Projective Techniques : Story Telling

y Relies on pictorial material, like cartoons, photographs, drawings

etc..

y Descendants of the psychologists Thematic Apperception Test (TAT)

y Responses are used to assess attitudes that comprise the consumerbehaviour phenomenon.

Back


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Pilot Studies : Depth Interviews

y A relatively unstructured, extensive interview used in the primarystages of the research process

y Interested in the why of organisational or consumer behaviour.

y

Interviewers role : Highly skilled individual who can encouragerespondents to talk freely without influencing the direction of theconversation

y Subject matter is generally undisguised as opposed to ProjectiveTechniques.

y It is an expensive technique, results depend on interviewers skill, andthirdly difficulty in getting both the surface reactions and thesubconscious motivations of the respondent.

Back


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Observational Techniques

1. Scuff marks on museum floor tiles have long been used as a

means of measuring the popularity of display

2. Age and condition of cars in a parking lot used to gauge theaffluence of the group patronizing the outlet

3. No. of finger prints on a page used to assess readership of

various ads in a magazine.


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Observational Techniques : Advantages

y More useful in sorting facts from fiction with respect to desirable

behaviours

y Helps to observe consumer behaviour which the consumer himself

is unaware ofy Helps to learn about tastes and preferences of different ethnic

groups with different languages

y In studying children.

y Heart of a popular research the mystery shopper


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Pros and Cons of Exploratory Research

y Exploratory Research cannot take place of quantitative

conclusive research

y They have limitations

y

They provide qualitative information and interpretation ofthe findings is typically judgemental.

y Focus Group interviews may be ambiguous

y Exploratory techniques utilize small sample sizes which havnt

been selected on probability basis which may not berepresentative

y Simply means that it cannot deliver what it doesnt promise.


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Research Design : Descriptive Research

Focus attention on:

i. Formulating the objective of the study (What and why)

ii. Designing the methods of data collection (how)

iii. Selecting the sample (who, how many)

iv. Collecting the data(where)

v. Processing and analysing the data (why, when)

vi. Reporting the findings.


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Types of Descriptive Research

DescriptiveStudies

Longitudinal

True Panel

OmnibusPanel

CrossSectional

SampleSurvey


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Longitudinal Descriptive Research /

Time Series Analysis

y It is a co-relational research study that involves repeated observations of

the same items over long periods of time

y

Also known asP

anel Research

True Panel Omnibus Panel


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True Panel

y True Panels rely on repeated measurements of the same

variables over long periods of time.

Back


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Omnibus Sample

y Information about different variables collected from the

members of sample varies over time.

y Advantage : Easy access to sample.


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Significance of Longitudinal Research

1. Assessing Brand Loyalty and Brand Switching

2. Amount of information collected

3. Accuracy ofData

4. Reduced interviewer Bias


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Issues in Longitudinal Research

y Refusals

y Attrition

y Under-representation

Back


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Cross-Sectional Research / Sample Survey

y Most Important Type ofDesign

y It provides a snapshot of the variables of interest at a single point

in time

y

The sample is typically selected to be representative of someknown universe

y Emphasis on selecting sample members with a probability

sampling plan

y

Emphasis on relative frequency of occurrence of the jointphenomenon


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Cohort Research

y A cohort is a group of individuals who experience the same

event within the same time interval, and it serves as the basic

unit of comparative analysis.

y Used when there are a series of properly spaced surveys.

y Eg. Birth cohorts : groups of people born within the same

time interval.


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Research

Design

Exploratory

Research

Descriptive

ResearchOverallDesign Flexible RigidDesign

(i) SamplingDesign Non-probabilistic Probability Sampling design

(ii) Statistical Design Not Preplanned Pre-planned

(iii) Observational Design Unstructured Instruments Structured Instruments

(iv) Operational Design No fixed decisions AdvancedDecisions


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Research Design : Causal Research

y Also called as Hypothesis Testing Research

y Uses Experimental Designs

y Experiment : A research method in which conditions are

controlled so that one or more variables can be manipulatedin order to test a hypothesis


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Causal Research

3 Principles

1. Principle of Replication

2. Principle of Randomization

3. Principle ofLocal Control


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Important Experimental DesignsInformal Designs / True Experimental Designs

1. Before and-after with control design

2. After only with control design

3. Four Group Solomon Design

4. Time Series Experiment

Formal Designs / Quasi Experimental Designs

1. Completely Randomized design (C.R.Design)

2. Randomized Block Design (R.B.Design)3. Latin Square Design (L.S.Design)

4. Factorial Designs


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Before -and-after with Control Design

EG : (R) O1 X O2CG : (R) O3 O4

Effect of Experimental Treatment = (E+U+I) - U

=(O2 -O1 ) (O4 - O3 )

Where EG Experimental Group

CG ControlGroup

(R) Randomization Procedure

Oi - measurement of variables at time ii = 1,2,3.

U Uncontrollable sources ofVariation

I Interactive effect of testing

Back


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After only with control design

EG : (R) X O1

CG : (R) O2

Effect of Experimental Treatment = (O2

-O1

)

Back


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Four Group Solomon Design

EG 1 : (R) O1 X O2 = E + U + I

CG 1 : (R) O3 O4 = U

EG 2 : (R) X O5 = E + U

CG 2 : (R) O6 = UEffect = (E+U)-(U) = E

= [O5 - (O1 + O3 )] [O6 - (O1 + O3 )]

Back


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Time Series Experiment

y It is a type ofquasi experimental design unable to schedule

the experimental stimuli -unable to randomly assign test

units to groups

y Experiments are conducted over long periods of time on the

same test units.

O1 O2 O3 O4 X O5 O6 O7 O8

y Unique Adv :Distinguish temporary from permanent

changes.

Back


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Completely Randomized design (C.R.

Design)

y It uses a random process to assign experimental units to

treatments in order to investigate the effects of a single

independent variable on the dependent variable.

y Involves only Principle of Replication and Randomization

y Simplest possible design, Analysis is also simpler

y One-way anaysis of variance (ANOVA) used to analyse.

y Provides max no. of degrees of freedom to the error

y Used when experimental areas are homogeneous

Back


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Randomized Block Design (R.B.Design)

y Extension of C.R.Design

y Principle ofLocal Control is applied

y Subjects are divided into groups, known as blocks, such that they are

relatively homogeneous with respect to selected variable. And then atreatment per block is given.

y Blocks are levels at which we hold the extraneous factor fixed, so that

its contribution to the total variability of data can be measured.

y Analysed by the 2-way ANOVA.

Back


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LatinSquare Design (L.S. Design)

y Very frequently used in agricultural research

y There are two major extraneous factors such as the varying

soil fertility and varying seeds

y

Treatment is so allocated in plots so that no treatment occursmore than once in any one row or any one column.

y Analysis similar to 2-way ANOVA

Back


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LatinSquare Design (L.S. Design)

y Merit : enables diff in a variable to be eliminated in

comparison to effects of different treatments.

y Limitation :

y Considerable diff in row and column means. i.e.No interaction

between treatments and blocking factors.

y Also no. of rows and columns have to be equal.; this reduces

utility


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Factorial Designs

y Used when effects of varying two or more factors are to be

determined

y Primary as well as Interaction effects of different levels of

independent variables are measured

y Simple / 2 Factor Factorial Design & Complex / Multi-

factor factorial design

B k

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2. Problem Definition & Research Design (01.02.10)

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