30
BUSINESS RESEARCH METHODS 306 RESEARCH DESIGN Dr. Kamal K. Gupta
| Date post: | 21-Jul-2016 |
| Category: |
Documents |
| Upload: | pradipkhatua |
| View: | 214 times |
| Download: | 1 times |
BUSINESS RESEARCH METHODS 306
RESEARCH DESIGNDr. Kamal K. Gupta
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.
Define the Information Needed
Design the Exploratory, Descriptive, and/or Causal Phases of the Research
Specify the Measurement and Scaling Procedures
Data Collection Instrument (Questionnaire, checklist, etc.)
Specify the Sampling Process and the Sample Size
Develop a Plan of Data Analysis
Components/Tasks Involved In a Research Design
A CLASSIFICATION OF MARKETING RESEARCH DESIGNS
Single Cross-Sectional Design
Multiple Cross-Sectional Design
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
TYPES OF RESEARCHExploratory Research
Used when seeking insights into the general nature of a problem, the possible decision alternatives, and the relevant variables that need to be considered
Descriptive ResearchProvides an accurate snapshot of some aspect of the
market environmentCausal Research
Used when it is necessary to show that one variable causes or determines the values of other variables
USES OF EXPLORATORY RESEARCH 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
METHODS OF EXPLORATORY RESEARCH
Survey of experts Literature Review Focus Groups Case Study
USE OF DESCRIPTIVE RESEARCH To describe the characteristics of relevant
groups, such as consumers, salespeople, organizations, or market areas.
To estimate the percentage of units in a specified population exhibiting a certain behavior.
To determine the perceptions of product characteristics.
To determine the degree to which marketing variables are associated.
To make specific predictions.
METHODS OF DESCRIPTIVE RESEARCH Secondary data analyzed in a
quantitative as opposed to a qualitative manner
Surveys Panels Observational and other data
CROSS-SECTIONAL DESIGNS Involve the collection of information from any
given sample of population elements only once. In single cross-sectional designs, there is only
one sample of respondents and information is obtained from this sample only once.
In multiple cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times.
LONGITUDINAL DESIGNS A fixed sample (or samples) of
population elements is measured repeatedly on the same variables
A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time
CROSS-SECTIONAL VS. LONGITUDINAL
Sample Surveyed at T1
Sample Surveyed
at T1
Same Sample
also Surveyed
at T2
T1 T2
Cross- Sectional Design
Longitudinal Design
Time
USES OF CASUAL RESEARCH To understand which variables are the cause
(independent variables) and which variables are the effect (dependent variables) of a phenomenon
To determine the nature of the relationship between the causal variables and the effect to be predicted
METHOD: Experiments
EXPLORATORY & CONCLUSIVE RESEARCH DIFFERENCES
Objective:
Character-istics:
Findings/ Results:
Outcome:
To provide insights and understanding.
Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and non-representative. Analysis of primary data is qualitative.
Tentative.
Generally followed by further exploratory or conclusive research.
To examine relationships.
Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative.
Conclusive.
Findings used as input into decision making.
Exploratory Conclusive
A COMPARISON OF BASIC RESEARCH DESIGNS
Objective:
Characteristics:
Methods:
Discovery of ideas and insights
Flexible, versatile
Often the front end of total research design
Expert surveysPilot surveysSecondary data:Qualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary data:quantitative analysisSurveysPanelsObservation and other data
Determine cause and effect relationships
Manipulation of one or more independent variablesControl of other mediating variables
Experiments
Exploratory Descriptive Causal
POTENTIAL SOURCES OF ERROR INRESEARCH DESIGNS
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error
Inability ErrorUnwillingness Error
Total Error
Non-sampling Error
Random Sampling Error
Non-response Error
Response Error
Interviewer Error
Respondent Error
Researcher Error
ERRORS IN MARKETING RESEARCH The total error is the variation between the true
mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.
Random sampling error is the variation 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: including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis. Non-sampling errors consist of non-response errors and response errors.
POTENTIAL SOURCES OF ERROR INRESEARCH DESIGNS
Surrogate Information ErrorMeasurement ErrorPopulation Definition ErrorSampling Frame ErrorData Analysis Error
Respondent Selection ErrorQuestioning ErrorRecording ErrorCheating Error
Inability ErrorUnwillingness Error
Total Error
Non-sampling Error
Random Sampling Error
Non-response Error
Response Error
Interviewer Error
Respondent Error
Researcher Error
ERRORS IN MARKETING RESEARCH The total error is the variation between the true
mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project.
Random sampling error is the variation 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: including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis. Non-sampling errors consist of non-response errors and response errors.
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.
Marketing Research at Citicorp is typical in that it is used to measure consumer awareness of products, monitor their satisfaction and attitudes associated with the product, track product usage and diagnose problems as they occur. To accomplish these tasks Citicorp makes extensive use of exploratory, descriptive, and causal research. Often it is advantageous to offer special financial packages to specific groups of customers. In this case, a financial package is being designed for senior citizens.
The following seven-step process was taken by marketing research to help in the design.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE, AND CAUSAL RESEARCH
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE,AND CAUSAL RESEARCH
1) A taskforce was created to better define the market parameters to include all the needs of the many Citicorp branches. A final decision was made to include Americans 55 years of age or older, retired, and in the upper half of the financial strata of that market.
2) Exploratory research in the form of secondary data analysis of the mature or older market was then performed and a study of competitive products was conducted. Exploratory qualitative research involving focus groups was also carried out in order to determine the needs and desires of the market and the level of satisfaction with the current products.
In the case of senior citizens, a great deal of diversity was found in the market. This was determined to be due to such factors as affluence, relative age, and the absence or presence of a spouse.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE,AND CAUSAL RESEARCH
3) The next stage of research was brainstorming. This involved the formation of many different financial packages aimed at the target market. In this case, a total of 10 ideas were generated.
CITICORP BANKS ON EXPLORATORY,DESCRIPTIVE, AND CAUSAL RESEARCH
4) The feasibility of the 10 ideas generated in step 3 was then tested. The ideas were tested on the basis of whether they were possible in relation to the business. The following list of questions was used as a series of hurdles that the ideas had to pass to continue on to the next step.
• Can the idea be explained in a manner that the target market will easily understand?• Does the idea fit into the overall strategy of Citicorp?
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE, AND CAUSAL RESEARCH
Is there an available description of a specific target market for the proposed product?
Does the research conducted so far indicate a potential match for target market needs, and is the idea perceived to have appeal to this market?
Is there a feasible outline of the tactics and strategies for implementing the program?
Have the financial impact and cost of the program been thoroughly evaluated and determined to be in line with company practices?In this study, only one idea generated from the brainstorming session made it past all the listed hurdles and on to step 5.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE, AND CAUSAL RESEARCH
5) A creative work-plan was then generated. This plan was to emphasize the competitive advantage of the proposed product as well as better delineate the specific features of the product.
6) The previous exploratory research was now followed up with descriptive research in the form of mall intercept surveys of people in the target market range. The survey showed that the list of special features was too long and it was decided to drop the features more commonly offered by competitors.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE, AND CAUSAL RESEARCH
7) Finally, the product was test marketed in six of the Citicorp branches within the target market. Test marketing is a form of causal research. Given successful test marketing results, the product is introduced nationally.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE, AND CAUSAL RESEARCH
STEPS TO BE INCLUDED IN A BUSINESS RESEARCH PROPOSAL Executive Summary Background Definition of Research Problem Objectives of the Research Research Design Data Collection/Fieldwork Data Analysis Reporting Cost and Time Appendices
THANK YOU!
