Research MethodolgyRESEARCH DESIGNS

Research DesignsVarious methods to conduct research are calledresearch designs. Three Research designs: Exploratory research designs Descriptive research designs Causal research designs Each Research design has following components: Data collection method Sampling method Data analysis method

Exploratory ResearchPurposeExploratory research is conducted to Know possible causes and possible solutionsto solve management problem Crystallize a situation that is not wellunderstood. Provides guideline for deciding further stepsin conducting research Often research starts with exploratoryresearch

Exploratory research designs- Data collection methods

Secondary DataFocus GroupDepth InterviewObservationsProjective Techniques

1.Secondary DataData already collected Advantages: Quickly available Economical Disadvantages: Can be outdated Reliability

CMIE

Indiastat.com

Govt. sources- Central StatisticalOrganisation

Its activities include: Statistical Abstract of India Annual Survey of Industries

Visit site http://mospi.nic.in

Govt. sources- National samplesurveyNation-wide, large-scale, continuoussample survey operation conducted in the form of successive rounds since 1950. Conducts survey in demographic andsocio-economic area.Visit site http://mospi.nic.in

Govt. sources- Economicsurvey

Ministry of finance and company affairs conducts economic survey before the budget.

Gives time series data on variousParameters.

Govt. sources- Census dataRegistrar General and CensusCommissioner of India publishes censusdata on population and living conditions.

Visit site http://www.censusindia.net

Govt. sources - othersReserve Bank of India National Council of Applied EconomicResearch (NCAER) Annual reports on consumption of various consumer products Statistics departments of stategovernments

Other sources National readership survey : Readership of major newspapers andmagazines Cinema, TV and radio listener ship Socioeconomic characteristics of readers TRP rating of Television AudienceMeasurement

Other sources Retail store audit: Conducted for pharmaceutical products andconsumer products by ORG-A C Nielsencompany Provides data on market size and growth,brands market share and growth, distributionpurchase index of new products

Sample output

Other sourcesConsumer panels: Data is collected periodically on: Brands purchased Quantity purchased Packs purchased Stores from where purchasedCentre for monitoring Indian economy:R K Swamy marketing index:Etc

2.Focus GroupCharacteristics of Focus Group 6 to 10 respondents Homogeneous participants in demographic profile Separate focus groups for different demographic profiles 1 to 3 hours Relaxed mood Videotaped Conducted by moderator. He should see that: Everyone gets chance to speak Discussion does not go off the track All points are covered

Principle of Focus Group

Interaction & group discussion amongmembers produces wider range ofinformation, deeper insight compared toindependent interview

Open ended questions ..Likes/Dislikes/Satisfied/Not satisfiedWhat do you like particularly about . ?Anything else? (Probe)What do you dislike particularly about . ?Anything else? (Probe)What improvements would you suggest in .. ?Anything else? (Probe)Reasons forWhy do you say so?Any other reason? (Probe)Why do use/listen . ?Any other reason? (Probe)Why dont you use/listen . ?Any other reason? (Probe)

Open ended questions ..When?On what occasions do you use/listen .. ?Advertising recall?Which brands of detergent do you remember having seen advertisedon TV in last one week?What is the message shown in the advertisement of .. ?What part/aspect/content/visual did you like in the advertisement?What part/aspect/content/visual did you dislike in the advertisement?AwarenessWhich brands of groundnut oils are you aware of?

Focus Group GuideProduct: Microwave oven

Sample: Housewives belonging to Urban SEC A+, A

Focus Group GuideProduct: Microwave oven Welcome members Tell us about your family Probe: Family size & composition Your occupation Your interest / hobbies Explain purpose Your opinion about microwave oven When you think of cooking what comes to yourmind immediately? Why one gets joy in cooking? How would you make cooking more enjoyable? Probe: Appliances used

Focus Group GuideProduct: Microwave oven You said you are not using microwave oven.Could you tell us reasons for it? You said you are using microwave oven Probe: Which size, solo / convection , brand do you have? How long are you using it? What made you to purchase it? To whom did you refer before buying it? How did you select the brand? Who selected the brand? Why this brand was selected? What dishes are you making using it? What difference does it make using microwave oven for makingthese dishes? How many times in a day do you use it? Who are using it? What changes have you noticed in your house afterbuying microwave oven?

Focus Group GuideProduct: Microwave oven Now I have a list of food items and I would likeyou to categorise them into 3 categories viz.1. being made by me (respondent),2. can be made but not done so far,3. can not be madeProbe for reasons for items listed in 2 and 3 above If you are to advise to anyone who wants tobuy microwave oven, what things would youtell him to keep in mind while taking decision?Would you advise the brand you are having? How would you describe a microwave ovenuser?

3.Depth interviewCharacteristics of Depth Interview An unstructured interview of therespondent Only one respondent is interviewed at atime Usually conducted by experiencedresearcher Interviewers role is extremely importantsince the emphasis is on probing

Principle of Depth Interview

Respondent will reveal truth aboutsensitive issue after taking him inconfidence. Respondents answer will be obtained by probing

Depth Interview

Used for obtaining data on sensitive issues Getting more depth in information obtained in focus group Interviewing experts

4.Projective TechniquePrinciple: Individual is more likely to give trueanswer if the question is related tosomeone else. Respondent projects his true beliefs,attitudes through third person or object.Hence the name projective

Usage & Techniques It is used to discover individuals trueattitudes, beliefs, defensive reactions The most common projective techniques used in Marketing Research are: Word Association Sentence Completion

Word association Respondent is shown one word at a time He is asked to note down what comes to his mindimmediately once he comes to know the word Respondents spontaneous thought is the trueAnswer

Responses are analyzed by finding: Different types of responses to each word & their proportion Average time taken to get response to each word

Word: ROSEAverage time to generate response = 2.9 secVisual of ROSE indicates delicacy, fragrance This technique is often used in Selecting Brand name for a new product Deciding visuals in advertisements

Response%Colour Variety18Love20Delicate 32Fragrance29..Total100

Sentence completion Respondent is shown an incompletesentence. He is then asked to complete it. For e.g. Ayurvedic soap is ________________

Used for image studies

Thematic Apperception Test (TAT)Themes elicited on the basis of perceptual-interpretive use of the pictures.Consists of series of pictures with some continuity so that stories may be constructed in a variety of settings.