3research design3
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Business Research Methods
Research Design
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Definition
A research design is a blueprint for conducting researchproject
It specifies details of how the project should beconducted
Although a broad approach to the problem has alreadybeen designed ,research design specifies details (nuts &bolts) of implementation of that approach
A good research design ensures that the project isconducted effectively and efficiently
It involves six components or tasks
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Six Components of a research design
Design the exploratory, descriptive and/orcausal phases of the research design
Define the information needed
Specify the measurement and scalingprocedure
Construct and pre test a questionnaire or anappropriate form for data collection
Specify the sampling process & sample size
Develop a plan of data analysis
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Classification of research design
The research designs may be broadly classified
as Exploratory & Conclusive
The primary purpose of exploratory research is
to provide insights into the problem
Conclusive research is conducted to test specific
hypotheses and test specific relationships
The findings from conclusive research are used
as inputs in managerial decision making
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Types of conclusive research
Conclusive research may either bedescriptive or causal
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Descriptive Research
Descriptive research is a type of conclusiveresearch that has as its major objective the
description of something-usually market
characteristics or functions A descriptive design requires a clear
specification of the who, what, when,
where, why and the way of research
Descriptive research can be classified into
cross sectional and longitudinal research
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Descriptive research
Cross sectional designs involves collectionof information from a sample of population
elements at a single point in time
In longitudinal design repeated
measurements are taken on a fixed sample
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Causal Design
Causal research is designed for the primary
purpose of obtaining evidence about cause
and effect relationships
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Difference Between Exploratory and Conclusive Research
Objective
Exploratory: To provide insights & understanding
Conclusive: To test specific hypothesis & test relationships
Characteristics
Exploratory: Information needed is defined only loosely
Research process is flexible & unstructured
Sample is small & non representative
Analysis of primary data is qualitative Conclusive :Information needed is clearly defined
Research process is formal & structured
Sample is large & representative
Data analysis is quantitative
Findings/Results Exploratory : Tentative
Conclusive : Conclusive
Outcome
Exploratory : Generally followed by further exploratory or conclusive
research Conclusive : Findings used as inputs into decision making
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Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)OBJECTIVES
Discover ideas and insights Describe market characteristics Determine cause and effect
or functions relationships
CHARACTERISTICS
Flexible Marked by prior formulation of Manipulation of one or more
Versatile specific hypothesis independent variablesOften front end of total Preplanned and structured design Control of mediating variables
research design
METHODS
Expert Surveys Secondary data ( Analyzed Experiments
Pilot Surveys quantitatively)
Secondary data ( Analyzed Surveysqualitatively) Panels
Qualitative research Observational and other data
Comparison of basic research designs
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Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
Our sales are declining and What kind of people are buying Will buyers purchase more of
we dont know why. our product? Who buys our our products in a new package?
competitors product?Would people be interested Which of two advertising
in our new product idea? What features do buyers prefer campaigns is more effective?
in our product?
Degree of Problem Definition
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Descriptive Research Example Mens fragrance market
-1/3 size of womens fragrance market
-But growing at a faster pace
-Women buy 80 % of mens fragrances
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Identifying Causality
A causal relationship is impossible to prove.
Evidence of causality:
1. The appropriate causal order of eventsxmust precede y-
2. Concomitant variation--two phenomenavary together-
3. An absence of alternative plausibleexplanations _elimination of other possiblecausal factors
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Causal relationships
Three types of possible relationships Symmetrical-
Two variables fluctuate together-
Changes in either variable are not due tochanges in other but due to another cause
variable-
Low attendance of youth in martial art clubsand active participation in discotheques &
parties is a result of lifestyle preference
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Reciprocal-
Two variables mutually influence eachother-
Reading an ad. leads a person to buy a
product After usage it sensitises the person to notice
& read successive ads
Asymmetrical- Changes in one variable are responsible for
changes in another variable-
Increase in price may lead to fall in sales
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Asymmetrical relationships are of four types depending on
nature of variables
Stimulus- response- Event that results in response from some object-
Increase in product price may result in fewer sales
Property- Disposition-
Effect of age on attitude with regard to savings-
Impact of gender on attitude towards social issues
Disposition- Behaviour-
Persons perception about a brand & its purchase- Job satisfaction &productivity
Property- behaviour-
Family life style &purchase of goods,
Social class &famil savin s atterns
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Property-
Enduring nature of a subject which does not depend
on circumstances for its activation- Family, status, age. gender ,religion
Disposition-
Inclination to respond in a certain way under certaincircumstances-
Attitudes, opinions, values, perceptions, job
satisfaction Behaviour-
Consumption pattern, savings pattern, purchasingpattern ,work performance, Interpersonal acts,
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Examples of Exploratory research
Department Store Patronage Project
-Review of academic & trade literature to identifyrelevant demographic & psychographic factorsthat influence consumer patronage
-Interviews with retailing experts to determine trends
:new types of outlets ,shifts in consumer patronagepatterns (Internet shopping)
-Comparative analysis of 5 best & 5 worst stores ofthe same chain to get some idea of factors thatinfluence store performance
-Focus group to determine factors consideredimportant by consumers in store selection
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Examples of Descriptive Research
Department Store Patronage Project
Who-
Who should be considered a patron of a
particular department store
-Anyone who enters the store
-Anyone who purchases from the store
-Anyone who purchase at least once amonth
-Person in the HH responsible for shopping
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What-
What information should be obtained from therespondents
Frequency with which different stores are
patronised for specific product categories
Evaluation of various stores in terms of salient
choice criteria
Information pertaining to specific hypotheses to betested
Psychographics & lifestyles, media consumption
habits, Demographics
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When-
When should the information be obtainedfrom the respondents
-Before shopping
-While shopping - Immediately after shopping
-Some time after shopping to allow time for
evaluating their shopping experience
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Where-
Where should the respondents be contactedto obtain required information
-In the store
-Outside the store but in the mall -In the parking lot
-At home
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Why-
Why are we obtaining information fromrespondents ? Why is the marketing
research project being conducted
-improve the image of sponsoring store
-Improve patronage and market share
-Change the product mix
-Develop a suitable promotional campaign
-Decide on the location of a new store
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Way-
In what way are we going to obtain
information from the respondents
-Observation of respondents behaviour
-Personal interviews
-Telephone interviews
-Mail interviews -Electronic (Email or internet) interviews
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More Examples of descriptive research
Market studies-
Which describe-size of the market ,buying power
of consumers, availability of distributors
&consumer profiles
Market share studies-
which determine proportion of total sales received
by a company & its competiters
Sales analysis studies-
which describe sales by geographic regions,
product line, type & size of account
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Image studies-
Which determine consumer perception of the firm & its
products
Product usage studies-
which describe consumption patterns
Distribution studies-
which determine traffic flow patterns and number & location
of distributors
Pricing studies-
which describe the range & frequency of price changes &probable consumer response to proposed price changes
Advertising studies-
which describe media consumption habits, audience profile for
specific TV programmes and magazines
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Examples of causal Studies
Test Marketing-
Application of controlled experiment done in
limited but carefully selected test markets-
marketing mix variables (independent variables)
are varied and sales (dependent variable) aremonitored so that an appropriate marketing
strategy can be determined
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Characteristics of a good research design
Flexibility,Adaptability,Efficiency,Effective
ness
Minimise bias and maximise accuracy
-For Exploratory research the design shouldbe flexible enough to consider different
aspects of problem situation
For conclusive research design whichminimises bias & maximises reliability is
appropriate
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Research design concepts
Variable:
Anything that may assume different numerical or categorical values
Dependent Variable:
A variable that is to be predicted or explained :weight
Independent variable:
A variable that is expected to influence the dependent variable:
Height Extraneous variable:
Independent variables that are not directly linked with the study butmay influence dependent variable:
If the study wants to test a hypothesis that a relationship existsbetween academic achievement and self concept of children thenacademic achievement is dependent and self concept is independentvariable. Intelligence may also affect academic achievement but itis not related to studys purpose and hence it is an extraneous
variable.
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Control:
It is devised to minimise effects of extraneous
variables. Confounded relationship:
When a dependent variable is affected by an
extraneous variable then relation between thedependent & independent variable is confused or
confounded by an extraneous variable
Hypothesis: A proposition that tentatively explains certain
facts or phenomenon and can be empirically tested
Experiment:
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Experiment:
A research method in which conditions are controlled sothat one or more variables can be manipulated in orderto test a hypothesis. To study impact of a sports coach
on cricket teams performance an experiment can beconducted
Absolute Experiment:
If we want to know impact of a sports coach on cricket
teams performance it is an absolute experiment Comparative experiment :
If we want to know impact of one sports coach oncricket teams performance compared to impact of
another sports coach on cricket teams performance it isa comparative experiment
Experimental units:
Pre specified plots or blocks where various treatmentsare used are called experimental units
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- Experimental group:
- The group of subjects exposed to an experimentaltreatment.
- Group of students provided with a sport coach
- Control Group :
- A group of subjects who are exposed to the controlconditions in an experiment, that is they are subjects notexposed to the experimental treatment
- Group of students not provided with a sports coach
- Treatment:
- It refers to conditions to which experimental groups aresubjected and control groups are not subjected
Ch i h d i
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Choosing a research design
Various factors help in selection of the research
design & its various aspects These are listedbelow
-Degree of formality desired :
Informal or Formal depending on immediateobjectives:
Exploratory studies are conducted for developingguidelines & hypothesis for future research &are
informal in nature with loose structure :Conclusive studies are initiated with proper
hypothesis & are formal in nature with a proper
structure
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Purpose of the study:
If the study is being conducted to find out
what,when where,who or how much then a
descriptive study is best suited:
If study aims at finding out why a causal study is
suitable:
How many employees are leaving ,when they
are leaving & such other issues are covered by
descriptive studies:
For finding why they are leaving a causal study
is suitable.
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Method of data collection :
Selection of method for data collection can be done based
on the study to be conducted
:If research has to be done on traffic flow at a particular
junction observation method is the best:
If consumer perceptions about a new product are to beestimated then questionnaire method is appropriate
Control of variables:
If certain variables need to be controlled to find out cause
& effect relationship Experiments are conducted by
manipulating them.
Time Dimension:
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Time Dimension:
Studies could be either cross sectional or longitudinal
or both:
Cross sectional studies are conducted once while
longitudinal studies are repeated over a period of tim
Scope of the study:
Scope of the study could be limited or wide
depending on the problem at hand:
Scope of exploratory study could be limited Scope of conclusive study could be wide involving
selection of statistical sample to represent the entire
population
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Research Environment:
Field conditions or laboratory conditions :under
field conditions research is carried out as it iswhile in laboratory conditions real life situationsare enacted and an artificial environment iscreated for research.
Subjects perception: Effectiveness of a research study varies according
to perceptions of subjects under study: Ifrespondents know that research is being carried
or they are being observed they may responddifferently. One has to be watchful about suchchanges to ensure effectiveness