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C3

Chapter Three discusses research design as a framework for conducting marketing research, detailing exploratory and conclusive research types. It outlines the differences between exploratory, descriptive, and causal research, including their objectives, characteristics, and methods. The chapter also addresses potential errors in research designs and provides a structure for a marketing research proposal.

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13 views15 pages

C3

Chapter Three discusses research design as a framework for conducting marketing research, detailing exploratory and conclusive research types. It outlines the differences between exploratory, descriptive, and causal research, including their objectives, characteristics, and methods. The chapter also addresses potential errors in research designs and provides a structure for a marketing research proposal.

Uploaded by

linhnhip560
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter Three

Research Design
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.
A Classification of Marketing Research Designs

Research Design

Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research

Cross- Longitudinal
Sectional Design
Design
Single Cross- Multiple Cross-
Sectional Sectional
Design Design
Exploratory & Conclusive Research Differences

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

Character- Information needed is defined only Information needed is clearly defined.


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

Tentative
Findings/ Conclusive
Results:
Generally followed by further
Outcome: exploratory or conclusive research Findings used as input into decision
making
A Comparison of Basic Research Designs

Exploratory Descriptive Causal


Objective: Discovery of Describe market Determine
ideas and insights characteristics or cause and
functions effect
relationships
Characteristics: Flexible, versatile Marked by the prior
formulation of Manipulation of
specific hypotheses independent
variables,
Often the front Preplanned and effect on
end of total structured design dependent
research design variables

Expert surveys Secondary data: Control


Methods: Pilot surveys quantitative analysis mediating
Case studies Surveys variables
Secondary data: Panels
qualitative Observation and Experiments
analysis other data
qualitative
research
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
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)
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
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)
Uses of Causal 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
Potential Sources of Error in Research Designs

Total Error

Random Non-sampling
Sampling Error Error

Response Non-response
Error Error

Researcher Interviewer Error Respondent


Error Error
Surrogate Information Error Respondent Selection Error Inability Error
Measurement Error Questioning Error Unwillingness Error
Population Definition Error Recording Error
Sampling Frame Error Cheating Error
Data Analysis Error
Errors in Marketing Research
• The total error is the variation between the true mean
value in the population of the variable of interest and the
observed mean value obtained in the marketing research
project.
• Random sampling error is the variation between the true
mean value for the population and the true mean value for
the original sample.
• Non-sampling errors can be attributed to sources other
than sampling, and they may be random or nonrandom:
including errors in problem definition, approach, scales,
questionnaire design, interviewing methods, and data
preparation and analysis. Non-sampling errors consist of
non-response errors and response errors.
Errors in Marketing Research

• Non-response error arises when some of the


respondents included in the sample do not
respond.
• Response error arises when respondents give
inaccurate answers or their answers are
misrecorded or misanalyzed.
Marketing Research Proposal

• Problem Definition/Objectives of the


Research
• Approach to the Problem
• Research Design
• Fieldwork/Data Collection
• Data Analysis
• Reporting
• Appendices

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