Research Design

Topic Six
Class Six

Learning Objectives
Understand the major descriptors of research design

Understand the major types of research designs

Understand the relationships that exist between variables in causal designs and the steps for evaluating those relationships

6-2

Research Proposal

Do I need research

Review published data No National and international trade/government sources

Yes

Do I need local and/or International research

Select local agency or part of chain network

Facts

Do I need facts or insights Insights

Tracking

Do I want my data syndicated or customized?

Quantitative research

Qualitative research Validate FGs and/or IDIs,

Panel

Omnibus

Do I need continuous or ad hoc research Continuous Ad hoc

Telephone

Yes

Is speed an issue Do I need a survey and observation study a test Mystery shopping/video

No
In hall Face to face In home

MR Ad hoc Quantitative Testing Observation Surveys Qualitative FG IDIs Comparative Monadic Conjoint Marketing Mix Video Mystery Shopping Traffic Count Business Measures Pack U&A Retail Panel Customer Satisfaction Brand Image Omnibus B2B Consumer Panel Continuous

Product

Advertising

Price

Research Design
Blueprint

Plan
Guide Framework

6-6

Descriptors of Research Design

Category
The degree to which the research question has been crystallized The method of data collection The power of the researcher to produce effects in the variables under study The purpose of the study The time dimension The topical scopebreadth and depthof the study The research environment

Options
Exploratory study Formal study Monitoring Communication Study Experimental Ex post facto Descriptive Causal Cross-sectional Longitudinal Case Statistical study Field setting Laboratory research Simulation Actual routine Modified routine

The participants perceptions of the research activity

6-7

The Degree of Structure

Exploratory Study Loose structure Expand understanding Provide insight Develop hypotheses Formal Study Precise procedures Begins with hypotheses Answers research questions

6-8

The Topical Scope

Statistical Study Breadth Case Study Depth Detail Qualitative Multiple sources of information

Population inferences
Quantitative Generalizable findings

6-9

Descriptive Studies
Who?

How much? Descriptive When?

What?

Where?

6-10

Causal Studies Experiment Study involving the manipulation or control of one or more variables to determine the effect on another variable Ex Post Facto study

After-the-fact report on what happened to the measured variable

6-11

Methods of Data Collection

Monitoring

Communication

6-12

The Time Dimension

Cross-sectional

Longitudinal

6-13

The Research Environment

Field conditions

Lab conditions

Simulations
6-14

Participants Perceptions

No deviation perceived Deviations perceived as unrelated Deviations perceived as researcher-induced

6-15

A local direct marketing business relies heavily on ladies going door-to-door to sell a female only brand. Recently the turnover (leaving the job) of the marketing staff has increased significantly. Please state their managements dilemma and management question. If they wish to undertake business research to address this problem, what research question/s they should include in the research to address the management problem?