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RESEARCH DESIGN

RESEARCH DESIGN
» Design
» Classification
» Differences between Exploratory and
conclusive design
» Comparing and contrasting differences
between basic research design
» Sources of error
» Managerial aspects of coordinating
research projects
» elements of a marketing research
proposal
» Its formulation in international marketing
research
» ethical issues and conflicts
» use of the Internet and computers
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 and/or solve
marketing research problems.
COMPONENTS OF RESEARCH
DESIGN
• Define the information needed
• Design the exploratory, descriptive, and/or
causal phases of the research
• Specify the measurement and scaling
procedures
• Construct and pretest a questionnaire
(interviewing form) or an appropriate form for
data collection
• Specify the sampling process and sample size
• Develop a plan of data analysis
RESEARCH DESIGN:
CLASSIFICATION
Research Design

Exploratory Conclusive
Research Research
Design Design

Descriptive Casual
Research Research

Cross-Sectional Longitudinal
Design Design

Single Multiple
Cross-Sectional Cross-Sectional
Design Design
DEFINITION:
• Exploratory Research: It provides insights
into, and an understanding of, the problem
confronting the researcher
• Conclusive Research: It assist the
decision maker in determining, evaluating,
and selecting the best course of action to
take in a given situation
EXPLORATORY RESEARCH
OBJECTIVE : Exploratory research is to explore or search
through a problem or situation to provide insights and
understanding
Used for following purposes:
• 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
EXPLORATORY RESEARCH
Methods used in Exploratory Research:
• A review of academic and trade literature to identify the relevant
demographic and psychographic factors that influence consumer
patronage of department stores
• Interviews with retailing experts to determine trends, such as
emergence of new types of outlets and shifts in consumer
patronage patterns (e.g., shopping on the
Internet)
• U A comparative analysis of the three best and three worst stores of
the same chain to gain some idea of the factors that influence store
performance
• Focus groups to determine the factors that consumers consider
important in selecting department stores
• Further illustration of exploratory research is provided by the
following example.
DESCRIPTIVE RESEARCH
• Descriptive Research is to describe market
characteristics or functions
• Descriptive research is conducted for the
following reasons:
• Describing the characteristics of relevant groups, such as
consumers, salespeople, organizations, or market areas.
• Estimating the percentage of units in a specified population
exhibiting a certain behavior.
• Determining the perceptions of product characteristics.
• Determining the degree to which marketing variables are
associated.
• Making specific predictions.
DESCRIPTIVE RESEARCH
• Descriptive Design requires clear specifications
of :
– Who—Who should be considered a patron of a particular
department store?
– What—What information should be obtained from the
respondents?
– When—When should the information be obtained from the
respondents?
– Where—Where should the respondents be contacted to obtain
the required information?
– Why—Why are we obtaining information from the respondents?
Why is the marketing research project being conducted?
– Way—In what way are we going to obtain information from the
respondents?