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Chapter Three: Research Design

The document discusses research design in marketing research. It defines research design and its key components. It also classifies different types of marketing research designs including exploratory, descriptive, causal, cross-sectional, and longitudinal designs. It compares exploratory versus conclusive research and the different research methods used in exploratory, descriptive and causal research.

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KRUPALI RAIYANI
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48 views

Chapter Three: Research Design

The document discusses research design in marketing research. It defines research design and its key components. It also classifies different types of marketing research designs including exploratory, descriptive, causal, cross-sectional, and longitudinal designs. It compares exploratory versus conclusive research and the different research methods used in exploratory, descriptive and causal research.

Uploaded by

KRUPALI RAIYANI
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Chapter Three

Research Design
3-2

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.
3-3

Components of a Research Design


 Define the information needed (Chapter 2)
 Design the exploratory, descriptive, and/or causal
phases of the research (Chapters 3 - 7)
 Specify the measurement and scaling procedures
(Chapters 8 and 9)
 Construct and pretest a questionnaire (interviewing
form) or an appropriate form for data collection
(Chapter 10)
 Specify the sampling process and sample size
(Chapters 11 and 12)
 Develop a plan of data analysis (Chapter 14)
3-4

A Classification of Marketing Research Designs


Fig. 3.1

Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-


Sectional Design Sectional Design
3-5

Exploratory & Conclusive Research Differences


Table 3.1

Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and
understanding. examine relationships.

Character- Information needed is defined Information needed is clearly


istics: only loosely. Research process defined. Research process is
is flexible and unstructured. formal and structured. Sample is
Sample is small and non- large and representative. Data
representative. Analysis of analysis is quantitative.
primary data is qualitative.

Findings Tentative. Conclusive.


/Results:

Outcome: Generally followed by further Findings used as input into


exploratory or conclusive decision making.
research.
3-6

A Comparison of Basic Research Designs


Table 3.2

Exploratory Descriptive Causal


Objective: Discovery of ideas Describe market Determine cause
and insights characteristics or and effect
functions relationships

Characteristics: Flexible, versatile Marked by the prior Manipulation of


formulation of one or more
specific hypotheses independent
variables
Often the front Preplanned and
end of total structured design Control of other
research design mediating
variables
Expert surveys Secondary data
Methods: Pilot surveys Surveys Experiments
Secondary data Panels
Qualitative Observation and
research other data
3-7

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
3-8

Methods of Exploratory Research


 Survey of experts (discussed in Chapter
2).
 Pilot surveys (discussed in Chapter 2).
 Secondary data analyzed in a qualitative
way (discussed in Chapter 4).
 Qualitative research (discussed in
Chapter 5).
3-9

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
3-10

Methods of Descriptive Research


 Secondary data analyzed in a quantitative as
opposed to a qualitative manner (discussed in
Chapter 4)
 Surveys (Chapter 6)
 Panels (Chapters 4 and 6)
 Observational and other data (Chapter 6)
3-11

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.
 Cohort analysis consists of a series of surveys
conducted at appropriate time intervals, where the
cohort serves as the basic unit of analysis. A cohort is
a group of respondents who experience the same
event within the same time interval.
Consumption of Various Soft Drinks
3-12

by Various Age Cohorts


Table 3.3
Percentage consuming on a typical day
Age 1950 1960 1969 1979

8-19 52.9 62.6 73.2 81.0


20-29 45.2 60.7 76.0 75.8 C8
30-39 33.9 46.6 67.7 71.4 C7
40-49 23.2 40.8 58.6 67.8 C6
50+ 18.1 28.8 50.0 51.9 C5
C1 C2 C3 C4

C1: cohort born prior to 1900 C5: cohort born 1931-40


C2: cohort born 1901-10 C6: cohort born 1940-49
C3: cohort born 1911-20 C7: cohort born 1950-59
C4: cohort born 1921-30 C8: cohort born 1960-69
3-13

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
Relative Advantages and Disadvantages of
3-14

Longitudinal and Cross-Sectional Designs


Table 3.4

Evaluation Cross-Sectional Longitudinal


Criteria Design Design

Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -

Note: A “+” indicates a relative advantage over the other


design, whereas a “-” indicates a relative disadvantage.
3-15

Cross-Sectional Data May Not Show Change


Table 3.5

Brand Purchased Time Period


Period 1 Period 2
Survey Survey
Brand A 200 200
Brand B 300 300
Brand C 500 500
Total 1000 1000
Longitudinal Data May Show
3-16

Substantial Change
Table 3.6

Brand Brand Purchased in Period 2


Purchased
in Period 1 Brand A Brand B Brand C Total
Brand A 100 50 50 200
Brand B 25 100 175 300
Brand C 75 150 275 500
Total 200 300 500 1000
3-17

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

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