Research Design: Definition

A research design is a
EXPLORATORY framework or blueprint for
conducting the marketing research
RESEARCH project. It details the procedures
necessary for obtaining the
information needed to structure or
solve marketing research problems.

A Classification A Comparison of Basic Research Designs

of Marketing Research Designs
Research Design Exploratory Descriptive Causal
Objective: Discovery of ideas  Describe market  Determine cause 
and insights characteristics or  and effect 
Conclusive Research  functions relationships
Exploratory 
Research Design Design
Flexible, versatile Marked by the prior  Manipulation of 
Characteristics: formulation of specific  one or more 
Descriptive  Causal    Research hypotheses independent 
Research variables
Often the front end  Preplanned and 
of total research  structured design Control of other 
Cross‐Sectional  Longitudinal Design design mediating 
Design variables
Expert surveys Secondary data:
Pilot surveys quantitative analysis Experiments
Single Cross‐ Multiple Cross‐ Secondary data: Surveys
Methods: qualitative analysis Panels
Sectional Design Sectional Design
Qualitative research Observation and other 
data

Research Design: Exploratory Research

Exploratory Research

• Exploratory research is most commonly unstructured,  „ Initial research conducted to

“informal” research that is undertaken to gain  clarify and define the nature of a
background information about the general nature of the 
research problem. problem
„ Does not provide conclusive
• Exploratory research is usually conducted when the 
researcher does not know much about the problem and  evidence
needs additional information or desires new or more  „ Subsequent research expected
recent information.

1
 Why Conduct Exploratory Defining Problem Results in
Research? Clear Cut Research Objectives
Symptom Detection
Diagnose a situation
Analysis of
Screening of alternatives the Situation
Exploratory
Research
Discover new ideas Problem Definition
(Optional)

Statement of
Research Objectives

EXPLORATORY RESEARCH
Used for following purposes:
Methods of Exploratory Research
„ Formulate a problem or define a problem more
precisely. „ Survey of experts.
„ Identify alternative courses of action. „ Secondary data analyzed in a
„ Develop hypotheses. qualitative way.
„ Isolate key variables and relationships for „ Case Study
further examination.
„ Gain insights for developing an approach to „ Pilot surveys.
the problem.
„ Qualitative research.
„ Establish priorities for further research

Survey of experts Secondary data

Secondary data are data that have already been
„ Surveys being conducted on eminent collected for purposes other than the problem at
experts in the field of marketing research hand. These data can be located quickly and
inexpensively.

„ Experts serve as a resource of Uses of secondary data:

information for marketing research in
industries or areas related to Market
Research and Advertising Research.
„ Provide insight into specific companies
and firms for custom business to business
(b2b) and industrial market research.
„ Identify the problem
„ Better define the problem
„ Develop an approach to the problem
„ Formulate an appropriate research design (for
example, by identifying the key variables)
„ Answer certain research questions and test some
hypotheses
„ Interpret primary data more insightfully

2
 Classification of Secondary Data
Case Study Method

„ Intensely investigates one or a few

situations similar to the problem
„ Investigate in depth
„ Careful study
„ May require cooperation

Pilot Study Qualitative research

• It is a preliminary piece of research
conducted before a complete survey to test
the effectiveness of the research
methodology.
„ Used primarily to define a problem and generate
hypotheses a set of research techniques.
„ Often used as the prelude to quantitative research in
order to identify determinants, and develop
quantitative research designs

„ A collective term „ Be better than quantitative research at probing

„ Any small scale exploratory study that uses
sampling
„ But does not apply rigorous standards
below the surface in order to understand what
drives and motivates behaviour.
behaviour.
„ Used in marketing ,in which data is obtained from a
relatively small group of respondents and applied to
larger populations with caution .

A Classification of Qualitative
Direct (Non-
(Non-disguised)
Research Procedures
Depth Interviews
Qualitative Research Procedures

A depth interview is an
unstructured,
unstructured, direct, personal
Direct (Non- disguised) Indirect (Disguised) Observational interview in which a single
Research
respondent is probed by a highly
Projective Techniques
skilled interviewer to uncover
Focus Groups Depth Interviews underlying motivations, belief,
attitudes and feelings on a topic

3
 Depth Interviews Depth interviewing techniques
Best method for in-in-depth probing of personal
„
„ Laddering is a technique used by depth
opinions, beliefs, and values
interviewers in which you start with questions
„ Person-
Person-to-
to-person discussion (Researcher-
(Researcher- about external objects and external social
respondent).
phenomena, then proceed to internal attitudes
„ Start with general questions and rapport establishing and feelings.
questions, then proceed to more purposive questions
„ A flexible interview approach-
approach-Unstructured and „ Hidden issue questioning is a technique that
permits the respondent to talk at length about the attempts to locate personal sore spots related to
topic of interest. deeply felt personal concerns.
„ Probing is very useful at uncovering underlying
motivations, belief, attitudes and feelings on a topic „ Symbolic analysis is a technique used by
„ There is no social pressure on respondents to depth interviewers in which deeper symbolic
conform and no group dynamics meanings are probed by asking questions about
their opposites

Direct (Non-
(Non-disguised)
Focus Groups Focus Group Interviews
„ An interactive group discussion (Usually 8 to 12
members) lead by a moderator , discussing about
their attitude towards a product, service, concept, „ Unstructured
advertisement, idea, or packaging. „ Free flowing
„ Usually last for 1 to 2 hours, recorded on video/DVD. „ Group interview
„ Start with broad
Can use computer and internet technology for on-
on-line
topic and focus in
„

focus groups.
on specific issues
„ provide invaluable information about the potential
market acceptance of the product.

„ Respondents feel a group pressure to conform

Group Composition Outline for a Focus Group

„ Establish a rapport
6 to 12 people
„
„ Begin with broad topic
„ Relatively
homogeneous „ Focus in on specific topic
„ Similar lifestyles „ Generate discussion and interaction
and experiences

4
 The Moderator The Focus Group Moderator
„ Maintains loose control and focuses
„ Develops rapport discussion
- helps people
relax
„ Stimulates spontaneous responses
„ Interacts
„ Listens to what
people have to
say
„ Everyone gets a
chance to speak

Major Advantages of Focus Characteristics of Focus Groups

Groups
Group Size 6‐12
„ Snowballing
• One person’
person’s comment triggers a chain reaction Group Composition Homogeneous, respondents,
from other participant. prescreened
„ Security Physical Setting Relaxed, informal atmosphere
• Views of group members are similar, hence are
comfortable expressing their feelings and ideas.
Time Duration 1‐3 hours
„ Serendipity
• Ideas are more likely to arise out of the blue in a Recording Use of audiocassettes and videotapes
group than in an individual interview.
„ Speed Moderator Observational, interpersonal, and 
• Since number of individuals are being interviewed communication skills of the moderator
at the same time, data collection and analysis
proceed relatively quickly

Indirect (disguised)
Projective Techniques Projective Techniques
„ Attempt to disguise the purpose of the research.
„ Association Techniques
„ These are unstructured prompts or stimulus that
encourage the respondent to project their
underlying motivations, beliefs, attitudes, or
feelings onto an ambiguous situation. „ Completion Techniques
„ In projective techniques, respondents are asked to
interpret the behavior of others.
„ Construction Techniques
„ Examples-
Examples- Word association , Sentence
completion , Story completion , Cartoon tests ,
Thematic apperception tests , Role playing , Third-
Third-
person technique „ Expressive Techniques

5
 Association Techniques Completion Techniques

„ The respondent is presented with „ Requires Respondent to complete

a stimulus and asked to respond an incomplete stimulus situation
with the first thing that comes to
mind Sentence completion

Word association.

Construction Techniques Expressive Techniques

„ The respondent is required to „ The respondent is presented with

construct a response in the form a verbal or visual situation and
of a story, dialogue or description. asked to relate the feelings and
attitudes of other people in the
Picture Response Technique situation.

Role playing

Projective Techniques “A man is least himself when he talks

in his own person; when given a mask
„ Word association tests he will tell the truth.”
‐‐Oscar Wilde
„ Sentence completion method
„ Third-
Third-person technique
„ Role playing
„ T.A.T.
„ Picture frustration version of
T.A.T.

6
 Word Association Word Association Examples

„ Subject is presented with a list of „ GREEN „ Money

words „ Lawn
„ Asked to respond with first word
that comes to mind „ Eggs and Ham

Thematic Apperception Test

Sentence Completion T.A.T.

People who drink beer are ______________________

A man who drinks light beer is ___________________

Imported beer is most liked by ___________________

A woman will drink beer when____________________

Comparison of Focus Groups, Depth Interviews, and Newer Methods-

Methods-Observational
Projective Techniques
Research
Criteria Focus Groups Depth Interviews Projective 
Techniques
„ Understanding fundamental consumer behaviour
1. Degree of Structure Relatively high Relatively medium Relatively low
2. Probing of individual  
respondents
Low High Medium
„ The roots for Observational Research come from
3. Moderator bias Relatively medium Low to high
Relatively high                                     Anthropological studies where trained
4. Interpretation bias Relatively low
Low
Relatively medium 
Medium to high  
Relatively high
High
researchers went to observe tribes / cultures /
5. Uncovering subconscious 
information societies - for periods as long as a couple of
6. Discovering innovative 
High Medium                     Low
years
information
7. Obtaining sensitive 
information
Low Medium High
„ Used to observe a variety of things including
8. Involve unusual behavior or 
questioning
No To a limited   extent Yes shopping behaviour,
behaviour, in-
in-home behaviour,
behaviour, TV
9. Overall usefulness Highly useful          
Useful                        
Somewhat useful        
viewing habits, Socialising trends among Young
Adults etc

7
8