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Research Design

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Definition & NatureA Research Design is a logical and systematic plan prepared for

directing a research study.

It constitutes the blueprint for the collection, measurement andanalysis of the data.

It is a series of guideposts to keep one going in the rightdirection.

This is the tentative plan and deviation from this design isquite normal in research depending upon the availability of

data, methods of sampling etc. It expresses both the structure of the research problem and the

plan of investigation

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Components of a Research Design

The design should include: A clear statement of the problem Procedures & techniques to be used for collecting

information ( specification of scaling procedures, makingquestionnaire, form of data collection etc .)

Population to be studied ( sampling process and size ) Plan of the methods to be used in processing and

analysing data

Research designs vary with the types of research.

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Research Design components

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Planning by Gantt Chart

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Types of Research Exploratory Research: To define a problem more precisely,

identify alternative courses of action, develop hypothesis, gaininsights for developing an approach to the given problem,establish priorities for further research ( e.g. interviews with experts, tounderstand the factors that affect store performance, take 5 best and 5 worstoutlets and compare )

Descriptive Research: characteristics of customers ( profile of loyalcustomers, customer satisfaction survey ), perceptions of productcharacteristics ( how people perceive about the shopping malls ) etc.

Explanatory Research: find out the nature of relationsship between the dependent and the independent variables ( e.g. what factors determine the decision of a consumer to buy a particular product, what factors affect the performance of the employees in an organisation, which factors affect the credit taking behaviour of credit card users etc .)

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ExperimentalEffects

Perceptual Awareness

ResearchEnvironment

Descriptors

QuestionCrystallization Data Collection

Method

TimeDimension

Topical Scope

Purpose ofStudy

Research Design Descriptors

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DescriptorsCategory Opt ions

The degree to which the research question has beencrystallized

Exploratory study Formal study

The method of data collection Monitoring Communication Study

The power of the researcher to produce effects in thevariables under study

Experimental Ex post facto

The purpose of the study Descriptive Causal

The time dimension Cross-sectional Longitudinal

The topical scope breadth and depth of the study Case

Statistical studyThe research environment Field setting

Laboratory research Simulation

The participants perceptional awareness of theresearch activity

Actual routine Modified routine

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Classification

Exploratory, descriptive and causal designs Exploratory : secondary data, pilot survey, focus

group interview Descriptive & causal: Sample Surveys,

Experiments in field settings, secondary data

analysis with advanced methods, observation

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Exploratory StudiesThe researcher seeks to gain familiarity and/or achieve new

insights into the problem situation. The design is characterised bygreat flexibility and versatility.

Secondary Data Analysis (Qualitative analysis) Experience Surveys (focus groups, depth interview etc.) Pilot Surveys Qualitative research

Participant observation Film, photographs

Projective techniques Psychological testing Case studies Expert interviews Document analysis Proxemics and Kinesics

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Secondary Data In the Bank research, company reports, trade association reports

were the secondary data used for exploration Internal and External Data Advantages and Disadvantages Alerts: Methodology used, accuracy, updation, content,

dependability Published external data : Directories, Reports, Census data, Govt

and Non-govt data, Policy Documents etc., ComputerisedDatabases (online and offline)

Syndicated sources household panels and institutional audits,

industry surveys Household surveys aim at psychographic and lifestyle studies,

general studies (purchase/consumption behaviour)

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Projective Techniques

Association Techniques (Word)

Completion Techniques (Sentence, story)

Construction Techniques (picture response, cartoons)

Expressive (role play)

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Objective of descriptive research is description of anissue, usually market characteristics or functions

Descriptions of population characteristics Estimates of frequency of characteristics Discovery of associations among variables

Direct Vs. Indirect Methods Methods: (Cross-Sectional/ Longitudinal) Survey Observations

escriptive Research esign

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Design for Causal Studies

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Mills Method of Agreement

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Mills Method of Difference

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Causal relations

Symmetrical Reciprocal

Asymmetrical

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UnderstandingCasual Relationships

Property

Response

Stimulus

Behavior

Disposition

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Asymmetrical Casual Relationships

Stimulus-Response

Disposition-Behavior

Property-Behavior

Property-Disposition

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Types of Asymmetrical CausalRelationships

Relat ionshipType

Nature o fRela t ionship

Examples

Stimulus-response An event or changeresults in a response from

some object.

A change in work rules leads to a higher levelof worker output.

A change in government economic policyrestricts corporate financial decisions. A price increase results in fewer unit sales.

Property-disposition

An existing propertycauses a disposition.

Age and attitudes about saving. Gender attitudes toward social issues.

Social class and opinions about taxation.

Disposition-behavior

A disposition causes aspecific behavior.

Opinions about a brand and its purchase. Job satisfaction and work output.

Moral values and tax cheating.

Property-behavior An existing propertycauses a specific

behavior.

Stage of the family life cycle and purchasesof furniture.

Social class and family savings patterns. Age and sports participation.

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Testing Causal Hypothesis

Covariation b/w A and B (no A implies no B?more/less of A and more/less of B?)

Time order of events (A before B?) No other possible causes of B (C,D,E do not

covary with B?)

Control/matching Random assignment

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Ex Post Facto Design

Fishing Club Member Non-Fishing -Club Memb er

Age HighAbsentee

Low Ab sen tee HighAbsentee

Low Abs en tee

Under 30 years 36 6 30 48

30 to 45 4 4 35 117

45 and over 0 0 5 115

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Case Study

A private bank wants to study the investmentbehaviour of customers on the basis ofquarterly data for last five years. Explain whichresearch design should be taken.

P60, Chawla & Sondhi