RESEARCH DESIGN

& IMPLEMENTATION
CHAPTER 4

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

LEARNING OBJECTIVES

Understand the definition and purpose of research design

Be familiar with the different types of research designs

Identify the appropriate data collection method for a given

research design

Describe and briefly discuss the various sources of errors in a

design

Describe the elements of a research proposal

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

THE RESEARCH DESIGN PROCESS

(1) Preliminary
planning stage

(2) Research Design

(3) Implementation

Research Approach

Compare Cost and

Timing Estimates with
Anticipated value

Research purpose
Decision alternative
Problem or opportunity
Research user

Explore

Describe

Causal
Terminate

Revise

Choice of data collection method

Research objective
Research question
Research hypothesis
Research boundaries

Secondary and standardize data

Qualitative methods
Survey
Experiment

Develop measures of interest

Construct questionnaire
Design experiments
Design sampling plan
Anticipate analysis

Research Tactics
Estimate the value or
research information

Data collection &

Analysis

Data collection
Field work
Data processing
Data analysis
Statistical analysis
Interpretation
Conclusion &
Recommendation

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

TYPE OF RESEARCH
Exploratory Research

Descriptive 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.

Provides an accurate
snapshot of some
aspect of the market
environment

High flexible/ Un-structure

Hypothesis is extremely
tentative and provides at
best only a partial answer
to the research question

Hypotheses often will

exist, but they may be
tentative and
speculative.

Causal Research
Used when it is
necessary to show that
one variable causes or
determines the values of
other variables
Because the
requirements for proof of
causality are so
demanding, the research
questions and relevant
hypotheses are very
specific

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

TYPE OF RESEARCH - COMPARISON

EXPLORE

DESCRIBE

EXPLAIN

Objectives

WHY
Get an in-depth
understanding, find new
and great ideas

HOW MUCH/ HOW

MANY
Quantify, describe, make
clusters

WHATS THE IMPACT

Determine causes,
relationships

Characteristic

Often at the beginning,

flexible

Based on a set of
hypothesis
Structure design

Manipulation of one or
more variables

Tools, methods

Document retrieval
Expert analysis
Interview (individual and
collective)
Observation (participant
and non-participant)
Ethnographic surveys

Survey on secondary
data such as panels
Quantitative survey,
tracking

Quantitative surveys
Experiments

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

EXAMPLE OF EXPLORATORY

Source: Intage Viet Nam

EXAMPLE OF EXPLORATORY

Source: Intage Viet Nam

EXAMPLE OF DESCRIPTIVE
DRINKING COFFEE 3 IN 1 PENETRATION AND FREQUENCY
%

TOTAL

Frequency

HCM

Hanoi

CT

17.59

Times/month

18.88

18.89

Male
16.42

Female

18.57

13.23

Penetration
91
75

71

68

N=300

N=300

57

N=1000

N=400

N=300

81

N=300

Source: Intage Viet Nam

EXAMPLE OF DESCRIPTIVE

Source: Intage Viet Nam

EXAMPLE OF DESCRIPTIVE

Source: Intage Viet Nam

DETECTIVE FUNNEL
Many research studies use combination of all three research techniques:
Exploratory techniques - generate all possible reasons for a problem
Descriptive and Causal approaches - narrow the possible causes

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

DATA COLLECTION METHODS

The research designer has wide variety of methods to consider, either singly or in
combination

Secondary data already available. Included:

-

Existing company information system

Databank of other organization
Syndicated resources
.

Primary data are collected especially to address a specific research objective

-

Survey
Experiment
Interview
.

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

BASIC CONTENT OF A RESEARCH PROPOSAL

Executive Summary

Research purpose
and objective
Research design

Time and Cost Estimates

A brief overview of the contents of the proposal.

give the basic understanding of the proposal
A description of management problem,
defining the information to be obtained in terms of
research questions to be answered.
Present the important features of the research
Research Methodology
Data collection method
Research Area
Sample size
Target Respondent
Analysis Plan

Appendices
Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.

Aaker, D., & Kumar, V. (1998). Marketing research (6th ed.). New York: Wiley.