RESEARCH DESIGNS
RESEARCH DESIGNS
The next step after stating the management problem, research purpose, and research The next step after stating the management problem, research purpose, and research hypotheses and uestions, is to formulate a research design. The starting point for the hypotheses and uestions, is to formulate a research design. The starting point for the research design is, in fact, the research uestions and hypotheses that ha!e been so research design is, in fact, the research uestions and hypotheses that ha!e been so carefully de!eloped. "n essence, the research design ans#ers the uestion$ Ho# are #e carefully de!eloped. "n essence, the research design ans#ers the uestion$ Ho# are #e going to get ans#ers to these research uestions and test these hypotheses% The research going to get ans#ers to these research uestions and test these hypotheses% The research design is a plan of action indicating the specific steps that are necessary to pro!ide design is a plan of action indicating the specific steps that are necessary to pro!ide ans#ers to those uestions, test the hypotheses, and thereby achie!e the research purpose ans#ers to those uestions, test the hypotheses, and thereby achie!e the research purpose that helps choose among the decision alternati!es to sol!e the management problem or that helps choose among the decision alternati!es to sol!e the management problem or capitali&e on the mar'et opportunity
capitali&e on the mar'et opportunity
DEFINITIONS OF RESEARCH DESIGN: DEFINITIONS OF RESEARCH DESIGN:
(1) According to David J. Lc! and Rona"d S. R#in$
(1) According to David J. Lc! and Rona"d S. R#in$ "A research design is the"A research design is the determination and statement of the general r
determination and statement of the general research approach or strategy adopted/oresearch approach or strategy adopted/or the particular project. It is the heart of planning. If the design adheres to the research the particular project. It is the heart of planning. If the design adheres to the research objective, it will ensure that the client's needs will be served."
objective, it will ensure that the client's needs will be served."
(%) According to &'r"ing'r
(%) According to &'r"ing'r "Re"Reseasearch rch desdesign is ign is the plan, the plan, ststrucructurture e and and ststratrategy ofegy of inves
investigattigation conceived so ion conceived so as to as to obtain answerobtain answers to s to reseresearch uestioarch uestions and ns and to controlto control variance."
variance."
()
() According According to Green to Green and Tull and Tull "A research design is the specification of methods and "A research design is the specification of methods and procedures
procedures for for acuiring acuiring the the information information needed. needed. It It is is the the over!all over!all operationaloperational pattern or framewor of the project that
pattern or framewor of the project that stipulates what information is to be collectedstipulates what information is to be collected from which source by what procedures."
from which source by what procedures." The second
The second defindefinitioition n incluincludes three des three imporimportant terms tant terms ( plan, ( plan, strustructure and cture and strastrategy. Thetegy. The plan
plan is is the the outline outline of of the the research research scheme scheme on on #hich #hich the the researcher researcher is is to to #or'. #or'. TheThe structure of the research #or' is a more specific scheme and the strategy suggests ho# structure of the research #or' is a more specific scheme and the strategy suggests ho# the research #ill be carried out i.e. methods to be used for the collection and analysis of the research #ill be carried out i.e. methods to be used for the collection and analysis of data. "n brief, research design is the blueprint of research. "t is the specification of data. "n brief, research design is the blueprint of research. "t is the specification of methods and procedures for acuiring the information needed for sol!ing the problem. methods and procedures for acuiring the information needed for sol!ing the problem. )uestionnaires, forms and samples for in!estigation are decided #hile framing research )uestionnaires, forms and samples for in!estigation are decided #hile framing research design. *inally, the research design enables the researcher to arri!e at certain meaningful design. *inally, the research design enables the researcher to arri!e at certain meaningful conclusions at the end of
conclusions at the end of proposed study.proposed study.
STES
STES IN LANNING THE RESEARCH DESIGN:IN LANNING THE RESEARCH DESIGN:
There are four broad steps in!ol!ed in planning the research design as explained belo#$ There are four broad steps in!ol!ed in planning the research design as explained belo#$
(1)
(1) D't'r*inD't'r*ining +or! ing +or! invo"v'd invo"v'd in t,' -roin t,' -ro'ct:'ct:
The first step in planning research design is determining the #or' in!ol!ed in the pro+ect( The first step in planning research design is determining the #or' in!ol!ed in the pro+ect( and designing a
and designing a #or'ab#or'able plan to le plan to carry out the carry out the researesearch #or' #ithin specific time limitrch #or' #ithin specific time limit.. The #or' in!ol!ed includes the follo#ing$
The #or' in!ol!ed includes the follo#ing$
a-a- To formTo formulate tulate the mar'he mar'eting preting problemoblem
b-b- To determiTo determine informne information reuiation reuiremenrementt
c-c- To identTo identify inify informformation sation sourcesources
This preliminary step indicates the nature and !olume of #or' in!ol!ed in the research This preliminary step indicates the nature and !olume of #or' in!ol!ed in the research #or'. /arious forms reuire for research #or' #ill be decided and finalised. The sample #or'. /arious forms reuire for research #or' #ill be decided and finalised. The sample to be selected for the sur!ey #or' #ill also be decided. Staff reuirement #ill also be to be selected for the sur!ey #or' #ill also be decided. Staff reuirement #ill also be est
estimaimated. ted. 0et0etailails s #il#ill l be be #or#or'ed 'ed out out abouabout t thetheir ir tratrainiining ng and and supsuper!er!isiision on on on fiefieldld in!estigators, etc.
in!estigators, etc.
"n addition, the uestionnaire #ill be prepared and tested. This is ho# the researcher #ill "n addition, the uestionnaire #ill be prepared and tested. This is ho# the researcher #ill prepare
prepare a a blue(print blue(print of of the the research research pro+ect. pro+ect. 1ccording 1ccording to to this this blueprint blueprint the the #hole#hole research pro+ect #ill be implemented. The researcher gets clear idea of the #or' in!ol!ed research pro+ect #ill be implemented. The researcher gets clear idea of the #or' in!ol!ed in
in ththe e prpro+eo+ect ct ththrorougugh h susuch ch ininititiaial l plplannannining g of of ththe e prpro+o+ecect. t. SucSuch h plplanannining ng a!a!oioidsds confusion, misdirection and #astage of time, money and efforts at later stages of research confusion, misdirection and #astage of time, money and efforts at later stages of research #or'. The #hole research pro+ect mo!es smoothly due to initial planning of the research #or'. The #hole research pro+ect mo!es smoothly due to initial planning of the research pro+ect.
pro+ect.
(%)
(%) E/ti*atiE/ti*ating ng co/t/ co/t/ invo"v'invo"v'd:d:
The second step in planning research design is estimating the costs in!ol!ed in the The second step in planning research design is estimating the costs in!ol!ed in the research pro+ect. M2 pro+ects are costly as the uestionnaire is to be prepared in large research pro+ect. M2 pro+ects are costly as the uestionnaire is to be prepared in large number of copies, inter!ie#ers are to be appointed for data collection and staff #ill be number of copies, inter!ie#ers are to be appointed for data collection and staff #ill be reuired for tabulation and analysis of data collected. *inally, experts #ill be reuired for reuired for tabulation and analysis of data collected. *inally, experts #ill be reuired for dra#ing conclusions and for #riting the research report. The researcher has to estimate dra#ing conclusions and for #riting the research report. The researcher has to estimate the expenditure reuired for the execution of the pro+ect. The sponsoring organisation the expenditure reuired for the execution of the pro+ect. The sponsoring organisation #ill appro!e the research pro+ect and ma'e suitable budget pro!ision accordingly.
#ill appro!e the research pro+ect and ma'e suitable budget pro!ision accordingly.
The cost calculation is a complicated +ob as expenditure on different heads #ill ha!e to The cost calculation is a complicated +ob as expenditure on different heads #ill ha!e to be
be estimated estimated accurately. accurately. The The cost cost of of the the pro+ect pro+ect also also needs needs to to be be !ie#ed !ie#ed from from thethe !ie#point of its utility in sol!ing the mar'eting problem. 1 comprehensi!e research !ie#point of its utility in sol!ing the mar'eting problem. 1 comprehensi!e research study for sol!ing comparati!ely minor mar'eting problem #ill be unec
study for sol!ing comparati!ely minor mar'eting problem #ill be unec onomical.onomical.
()
() r'r'-ari-aring ti*' /c,'dng ti*' /c,'d"':"':
Time factor is important in the execution of the research pro+ect. Planning of time Time factor is important in the execution of the research pro+ect. Planning of time schedule is essential at the initial stage. Time calculation relates to the preparation of schedule is essential at the initial stage. Time calculation relates to the preparation of uestionnaire and its pre(testing, training of inter!ie#ers, actual sur!ey #or', tabulation uestionnaire and its pre(testing, training of inter!ie#ers, actual sur!ey #or', tabulation and analysis of data and finally reports #riting. Time reuirement of each stage needs to and analysis of data and finally reports #riting. Time reuirement of each stage needs to be #or'ed o
be #or'ed out systematically. Such study ut systematically. Such study #ill indicate the time #ill indicate the time reuirement of the #holereuirement of the #hole pro+ect.
pro+ect. Too Too long long period period for for the the completion completion of of research research #or' #or' is is undesirable undesirable as as thethe conc
concluslusionions s and and recrecommommendaendatiotions ns may may becbecome ome outoutdatdated ed #he#hen n actactualually ly a!aa!ailailableble.. Similarly, time(consuming research pro+ects are not useful for sol!ing urgent mar'eting Similarly, time(consuming research pro+ects are not useful for sol!ing urgent mar'eting problems faced by a company.
problems faced by a company.
Preparing time schedule is not adeuate in research design. "n addition, all operations Preparing time schedule is not adeuate in research design. "n addition, all operations in!ol!ed in the research #or' should be carried out strictly as per time schedule already in!ol!ed in the research #or' should be carried out strictly as per time schedule already prepared.
prepared. "f "f necessary necessary remedial remedial measures measures should should be be adopted adopted in in order order to to a!oid a!oid anyany de!iation in the time schedule. This brings certainty as regards the completion of the de!iation in the time schedule. This brings certainty as regards the completion of the #hole research pro+ect in time.
(0)
(0) 'r'ri23ii23ing r'/ng r'/"t/"t/::
M2 findings need to be dependable to the sponsoring organisation. 2esearcher may M2 findings need to be dependable to the sponsoring organisation. 2esearcher may create ne# problems before the sponsoring organisation if the research #or' is conducted create ne# problems before the sponsoring organisation if the research #or' is conducted in a faulty manner. Such unreliable study is dangerous as it may create ne# problems. "t in a faulty manner. Such unreliable study is dangerous as it may create ne# problems. "t is therefore, necessary to 'eep effecti!e chec' on the #hole research #or' during the is therefore, necessary to 'eep effecti!e chec' on the #hole research #or' during the implementing stage.
implementing stage. *or this *or this suitable pro!isions suitable pro!isions need to need to be made in be made in the research the research design.design. 1fter deciding the details of the steps noted abo!e, the bac'ground for research design 1fter deciding the details of the steps noted abo!e, the bac'ground for research design #ill be ready. Thereafter, the researcher has to prepare the research design of the #hole #ill be ready. Thereafter, the researcher has to prepare the research design of the #hole pro+ect.
pro+ect. He He has has to to present present the the pro+ect pro+ect design design to to the the sponsoring sponsoring agency agency or or higherhigher authorities for detailed consideration and appro!al. The researcher can start the research authorities for detailed consideration and appro!al. The researcher can start the research pro+ect
pro+ect as as per per design- design- after after securing securing the the necessary necessary appro!al appro!al to to the the research research designdesign prepared.
prepared.
T4ES OF RESEARCH DESIGNS T4ES OF RESEARCH DESIGNS
1 research design is li'e a roadmap4you can see #here you currently are, #here you 1 research design is li'e a roadmap4you can see #here you currently are, #here you #ant to be
#ant to be at the completion of your +ourney, and can at the completion of your +ourney, and can determindetermine the e the best most effibest most efficientcient and effecti!e- route to ta'e to get to your destination. 5e may ha!e to ta'e unforeseen and effecti!e- route to ta'e to get to your destination. 5e may ha!e to ta'e unforeseen detours along the #ay, but by 'eeping our ultimate ob+ecti!e constantly in mind and detours along the #ay, but by 'eeping our ultimate ob+ecti!e constantly in mind and using our map #e can arri!e at our destination. 6ur research purpose and ob+ecti!es using our map #e can arri!e at our destination. 6ur research purpose and ob+ecti!es suggest #hich route design- might be best to get us #here #e #ant to go. but there is suggest #hich route design- might be best to get us #here #e #ant to go. but there is more than one #ay to 7get there from here.7 8hoice of research design is not li'e sol!ing more than one #ay to 7get there from here.7 8hoice of research design is not li'e sol!ing a problem in algebra #here there is only one correct ans#er and an infinite number of a problem in algebra #here there is only one correct ans#er and an infinite number of #rong ones. 8hoice of research design is more li'e selecting a cheeseca'e recipe4some #rong ones. 8hoice of research design is more li'e selecting a cheeseca'e recipe4some ar
are e bebetttter er ththan an otothehers rs bubut t ththerere e is is no no onone e #hi#hich ch is is ununi!i!erersasalllly y acaccepcepteted d as as 7be7bestst.7.7 Successfully completing a research pro+ect consists of ma'ing those choices that #ill Successfully completing a research pro+ect consists of ma'ing those choices that #ill fulfill the research purpose and obtain ans#ers to the research uestions in an efficient fulfill the research purpose and obtain ans#ers to the research uestions in an efficient and effecti!e manner.
and effecti!e manner.
8hoice of design type is not determined by the nature of the strategic decision faced by 8hoice of design type is not determined by the nature of the strategic decision faced by the manager such that #e #ould use research design 1 #hene!er #e need to e!aluate the the manager such that #e #ould use research design 1 #hene!er #e need to e!aluate the extent of a ne# product opportunity, or design B #hen deciding on #hich of t#o extent of a ne# product opportunity, or design B #hen deciding on #hich of t#o ad!ertising programs to run. 2ather, choice of research design is influenced by a number ad!ertising programs to run. 2ather, choice of research design is influenced by a number of !ariables such as the decision ma'er9s attitude to#ard ris', the types of decisions being of !ariables such as the decision ma'er9s attitude to#ard ris', the types of decisions being faced, the si&e of
faced, the si&e of the researcthe research budget, the h budget, the decisidecision(maon(ma'ing time frame, the 'ing time frame, the naturnature e of theof the res
researearch ch ob+ob+ectecti!ei!es, s, and and othother er subsubtle tle and and notnot(so(so(su(subtlbtle e factfactorsors. . MucMuch h of of the the choichoice,ce, ho#e!er, #ill depend upon the fundamental ob+ecti!e implied by the research uestion$ ho#e!er, #ill depend upon the fundamental ob+ecti!e implied by the research uestion$ : To
: To cocondunduct a ct a gegenerneralal e#ploratione#ploration of of the issuthe issue, gain e, gain somsome e brobroad ad insiinsightghts s intinto o thethe phenomenon,
phenomenon, and and achie!e achie!e a a better better 7feel7 7feel7 for for the the sub+ect sub+ect under under in!estigation in!estigation e.g.. e.g.. 5hat5hat do customers mean by 7good !alue7%-.
do customers mean by 7good !alue7%-. : To
: To describedescribe a population, e!ent, or phenomenon in a precise manner #here #e can a population, e!ent, or phenomenon in a precise manner #here #e can attach numbers to represent the extent to #hich something occurs or determine the degree attach numbers to represent the extent to #hich something occurs or determine the degree t#
t#o o or or momore re !a!aririabableles s coco!ar!ary y ee.g.g., ., dedetetermrminine e ththe e rerelalatitionsonshihip p bebet#t#een een agage e anandd consumption rate-.
: To attribute
: To attribute cause and effect relationshipscause and effect relationships among t#o or more !ariables so that #e can among t#o or more !ariables so that #e can better
better understand understand and and predict predict the the outcome outcome of of one one !ariable !ariable e.g., e.g., sales- sales- #hen #hen !arying!arying another e.g., ad!ertising-.
another e.g., ad!ertising-.
This classi
This classificatfication is ion is freuefreuently used and ntly used and is uite popular. Before #e is uite popular. Before #e discudiscuss each ss each ofof these design types, a cautionary note is in order. Some might thin' that the research these design types, a cautionary note is in order. Some might thin' that the research design decision suggests a choice among the design types. 1lthough there are research design decision suggests a choice among the design types. 1lthough there are research situations in #hich all the research uestions might be ans#ered by doing only one of situations in #hich all the research uestions might be ans#ered by doing only one of these types e.g., a causal research experiment to determine #hich of three prices results these types e.g., a causal research experiment to determine #hich of three prices results in the greatest profits-, it is more often the case that the research design might in!ol!e in the greatest profits-, it is more often the case that the research design might in!ol!e more than one of these types performed in some seuence. The o!erall research design is more than one of these types performed in some seuence. The o!erall research design is intended to indicate exactly ho# the different design types #ill be utili&ed to get ans#ers intended to indicate exactly ho# the different design types #ill be utili&ed to get ans#ers to the research uestions or test the hypothesis.
to the research uestions or test the hypothesis.
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1 further cautionary note is needed to #arn the reader that #hile it may appear that if 1 further cautionary note is needed to #arn the reader that #hile it may appear that if seuencing is done the seuence #ould be exploratory, descripti!e, then causal, that is seuencing is done the seuence #ould be exploratory, descripti!e, then causal, that is not
not alal#a#ays ys ththe e cacasese. . *or *or exexamamplple, e, sosome me comcompanpanieies s mamay y do do an an annannuaual l susur!r!ey ey ofof consumers to determine the freuency #ith #hich certain beha!iors are performed e.g., consumers to determine the freuency #ith #hich certain beha!iors are performed e.g., #ashing dishes by hand- follo#ed by exploratory research that probes to gain an in(depth #ashing dishes by hand- follo#ed by exploratory research that probes to gain an in(depth unde
understrstandanding ing of of the the circircumcumstastances nces sursurrouroundinding ng thathat t behabeha!io!ior r ii.e., .e., desdescricriptipti!e !e thethenn exploratory rather than exploratory then descripti!e-. "t is not hard to imagine a research exploratory rather than exploratory then descripti!e-. "t is not hard to imagine a research design that might seuence as exploratory, then descripti!e, then exploratory againC or design that might seuence as exploratory, then descripti!e, then exploratory againC or causal, then descripti!e. "t is important to remember that because a research design is a causal, then descripti!e. "t is important to remember that because a research design is a plan
plan of of action action to to obtain obtain ans#ers ans#ers to to the the research research uestions, uestions, it it is is those those uestions uestions thatthat suggest #hich design types are necessary and the seuence of conducting those design suggest #hich design types are necessary and the seuence of conducting those design types
types, , if a if a seuenseuence is ce is needed. 1n example later in needed. 1n example later in this chaptethis chapter #ill be r #ill be used to ilused to il lustlustraterate this point. 5ith these cautions in mind #e #ill no# discuss the design types in greater this point. 5ith these cautions in mind #e #ill no# discuss the design types in greater detail.
detail.
1. E5-"orator3 R'/'arc,: 1. E5-"orator3 R'/'arc,:
1 mar'eting research study may be either exploratory or full scale. =xploratory research 1 mar'eting research study may be either exploratory or full scale. =xploratory research is conducted #hen the researcher does not 'no# ho# and #hy certain phenomenon is conducted #hen the researcher does not 'no# ho# and #hy certain phenomenon occurs. Here, the hypothetical solutions or actions are explored and e!aluated by the occurs. Here, the hypothetical solutions or actions are explored and e!aluated by the decision(ma'er, e.g. e!aluation of uality of ser!ice of a ban'DhotelDairline. Here, the decision(ma'er, e.g. e!aluation of uality of ser!ice of a ban'DhotelDairline. Here, the uality cannot be assessed directly as tangible
uality cannot be assessed directly as tangible features are not a!ailable.features are not a!ailable.
The purpose of exploratory research is to 'no# the un'no#n. =xploratory research The purpose of exploratory research is to 'no# the un'no#n. =xploratory research determines fruitful alternati!es that the executi!e #ould not ha!e percei!ed. This also determines fruitful alternati!es that the executi!e #ould not ha!e percei!ed. This also narro#s do#n the scope of the in!estigation. =xploratory research is underta'en to get narro#s do#n the scope of the in!estigation. =xploratory research is underta'en to get the ans#er to the follo#ing uestion. 75hat alternati!e courses of action might sol!e the the ans#er to the follo#ing uestion. 75hat alternati!e courses of action might sol!e the problem and thereby reach the final ob+ecti!e%7 This research is unstructured in character. problem and thereby reach the final ob+ecti!e%7 This research is unstructured in character. =xploratory studies are important. They may pro!ide adeuate information on a decision =xploratory studies are important. They may pro!ide adeuate information on a decision situation or may greatly facilitate the design of formal research studies.
situation or may greatly facilitate the design of formal research studies.
To explore means to find out or disco!er. =xploratory research is conducted in order to To explore means to find out or disco!er. =xploratory research is conducted in order to find out causesDreasons behind a specific mar'eting problem. "t is the starting point in all find out causesDreasons behind a specific mar'eting problem. "t is the starting point in all types of research pro+ects. The purpose of exploratory research is to define the mar'eting types of research pro+ects. The purpose of exploratory research is to define the mar'eting problem
problem precisely, collect precisely, collect reuired reuired informationDdata relating informationDdata relating to to the the problem problem and and identifyidentify alternati!e courses of action in order to deal #ith the mar'eting problem. *or example, alternati!e courses of action in order to deal #ith the mar'eting problem. *or example, ad!ertising campaign of a company may not gi!e positi!e results in terms of sales. The ad!ertising campaign of a company may not gi!e positi!e results in terms of sales. The failure of campaign may be due to many possible causes relating to ad!ertising copy, failure of campaign may be due to many possible causes relating to ad!ertising copy, media selected, faulty pre(testing, faulty illustration gi!e, #rong timing of ad. campaign media selected, faulty pre(testing, faulty illustration gi!e, #rong timing of ad. campaign or
or finfinallally y inainadeudeuate ate folfollo#lo#(up (up meameasursures es to to the the ad. ad. camcampaigpaign. n. "n "n the the expexplorloratoatoryry research, the possible causes #ill be identified, the most appropriate causes #ill be research, the possible causes #ill be identified, the most appropriate causes #ill be se
selelectcteded, , hyhypopoththesesis is #i#ill ll be be dede!e!elolopeped d anand d rereseseararch ch acactiti!i!ity ty #i#ill ll be be conconduductcteded accordi
accordingly. Sur!ey ngly. Sur!ey of of consumconsumers, retaileers, retailers, rs, sales executisales executi!es !es and and salessales(forc(force e #ill be#ill be useful for exploratory research. 6n some occasions, small scale sales sur!ey may pro!ide useful for exploratory research. 6n some occasions, small scale sales sur!ey may pro!ide useful data for exploratory research.
"n exploratory research, the stressDfocus is on the disco!ery of ideasDcauses. *or example, "n exploratory research, the stressDfocus is on the disco!ery of ideasDcauses. *or example, sales may be declining for the last six months. )uic' study may be conducted to find out sales may be declining for the last six months. )uic' study may be conducted to find out th
the e cacaususesesDfDfacactotors rs rerespspononsisiblble. e. SucSuch h cacaususes es #i#ill ll be be liliststed. ed. HeHerere, , an an exexplplororatatoryory studyDresearch may be conducted in order to find out the most li'ely cause so as to studyDresearch may be conducted in order to find out the most li'ely cause so as to introduce suitable remedial measures.
introduce suitable remedial measures. Th
The e obob+e+ectcti!i!e e of of exexplplororatatorory y rereseseararch ch is is to to gegenenerarateteDdDdisiscoco!e!er r nene# # idideaeas. s. ThThee secondaryDpublished data can be used for exploratory research as such data are easily secondaryDpublished data can be used for exploratory research as such data are easily a!ailable. "f the ser!ices of respondents are used for sur!ey purpose-, they should be a!ailable. "f the ser!ices of respondents are used for sur!ey purpose-, they should be gi!en full freedom to express themsel!es. The same rule should be made applicable to gi!en full freedom to express themsel!es. The same rule should be made applicable to focus groups. =xploratory research is useful for the study of mar'eting problems about focus groups. =xploratory research is useful for the study of mar'eting problems about #hich sufficient informationDdetails are not a!ailable. =xploratory study needs to be #hich sufficient informationDdetails are not a!ailable. =xploratory study needs to be flexible in its approach.
flexible in its approach.
=xploratory 2esearch is used$ =xploratory 2esearch is used$
To define the problem more precisely To define the problem more precisely
To identify rele!ant courses of action i.e. find the most li'ely alternati!es, #hich are To identify rele!ant courses of action i.e. find the most li'ely alternati!es, #hich are then turned into hypotheses.
then turned into hypotheses.
"solate 'ey !ariables and relationships for further examinations. "solate 'ey !ariables and relationships for further examinations. >ain insights for de!eloping an approach to a problem.
>ain insights for de!eloping an approach to a problem. =stablish priorities for further research.
=stablish priorities for further research.
6nce a hypothesis is formulated, research is used to determine if the hypothesis #as 6nce a hypothesis is formulated, research is used to determine if the hypothesis #as cor
correcrect. t. HyHypothpothesiesis s is tentais tentati!ti!e e ansans#er#ers s to uestto uestionions s thathat t serser!e !e as guides for mostas guides for most research pro+ects
research pro+ects
=xploratory research may also be in!ol!ed #hen the percei!ed problem is much less =xploratory research may also be in!ol!ed #hen the percei!ed problem is much less generalC it is used to de!elop the most promising hypotheses. The findings of exploratory generalC it is used to de!elop the most promising hypotheses. The findings of exploratory research should be regarded as tentati!e or as an input to further research. Typically, such research should be regarded as tentati!e or as an input to further research. Typically, such res
researearch ch is is folfollo#lo#ed ed by by furfurthether r expexplorloratoatory ry or or concconcluslusi!e i!e resresearearch. ch. The The anaanalylysis sis ofof primary data is ualitati!e.
primary data is ualitati!e.
"n general, exploratory research is meaningful in any situation in #hich the researcher "n general, exploratory research is meaningful in any situation in #hich the researcher does not ha!e enough understanding to proceed #ith the research pro+ect.
does not ha!e enough understanding to proceed #ith the research pro+ect.
%. Conc"/iv' R'/'arc, D'/ign %. Conc"/iv' R'/'arc, D'/ign
8onclusi!e 2esearch 0esign is typically more formal and structured than exploratory 8onclusi!e 2esearch 0esign is typically more formal and structured than exploratory research. "t is based on large representati!e samples, and the data obtained are sub+ected research. "t is based on large representati!e samples, and the data obtained are sub+ected to uantitati!e analysis. 8onclusi!e 2esearch is designed to assist he decision ma'er in to uantitati!e analysis. 8onclusi!e 2esearch is designed to assist he decision ma'er in det
deterermimininning, g, e!ae!aluluatatining g and and seselelectctining g ththe e bebest st coucoursrse e of of acactition on to to tata'e 'e in in a a gigi!e!enn situation. 1s sho#n in the figure conclusi!e research designs may be either descripti!e or situation. 1s sho#n in the figure conclusi!e research designs may be either descripti!e or causal and descripti!e designs may be
causal and descripti!e designs may be either cross(sectional or longitudinal.either cross(sectional or longitudinal.
(A) D'/cri-tiv' R'/'arc,: (A) D'/cri-tiv' R'/'arc,:
0e
0escscririptpti!i!e e rereseseararch ch is is unundedertrta'a'en en #h#hen en ththe e rereseseararchcher er dedesisireres s to to 'n'no# o# ththee characteristics of certain groups such as age, sex, occupation, income or education. The characteristics of certain groups such as age, sex, occupation, income or education. The
ob+ect
ob+ecti!e of i!e of descrdescripti!ipti!e e researesearch is rch is to ans#er the 7#ho, to ans#er the 7#ho, #hat, #hen, #here and #hat, #hen, #here and ho#7 ofho#7 of the sub+ect under studyDin!estigation.
the sub+ect under studyDin!estigation. 0es
0escricriptipti!e !e stustudiedies s are are nornormalmally ly facfactuatual l and and simsimpleple. . Ho#eHo#e!er!er, , sucsuch h stustudiedies s can can bebe complex, demanding scientific s'ill on the part of researcher.
complex, demanding scientific s'ill on the part of researcher.
0escripti!e studies are #ell structured. "t tends to be rigid and its approach cannot be 0escripti!e studies are #ell structured. "t tends to be rigid and its approach cannot be changed often and again. "n descripti!e studies, the researcher has to gi!e adeuate changed often and again. "n descripti!e studies, the researcher has to gi!e adeuate thought to framing research uestions and deciding the data to be collected and the thought to framing research uestions and deciding the data to be collected and the procedure
procedure to to be be used used for for this this purpose. purpose. 0ata 0ata collected collected may may pro!e pro!e to to be be inadeuate inadeuate if if thethe researcher is not careful in the initial stages of data collection.
researcher is not careful in the initial stages of data collection.
0escripti!e research designs are used for some definite purpose. 0escripti!e research 0escripti!e research designs are used for some definite purpose. 0escripti!e research cannot identify cause and effect relationship.
cannot identify cause and effect relationship.
0escripti!e research is designed to describe the present situation or the features of a 0escripti!e research is designed to describe the present situation or the features of a group or users of a product. "n mar'eting, such research is underta'en to 'no# the group or users of a product. "n mar'eting, such research is underta'en to 'no# the characteristics of certain groups or users of a product such as age, sex education, income characteristics of certain groups or users of a product such as age, sex education, income etc. Such research studies are based on secondary data or sur!ey research.
etc. Such research studies are based on secondary data or sur!ey research.
The ma+or ob+ecti!e of descripti!e research is to describe something ( usually mar'et The ma+or ob+ecti!e of descripti!e research is to describe something ( usually mar'et characteristics or functions
characteristics or functions 1
1 ma+ma+or or difdifferferencence e betbet#ee#een n explexploraoratortory y and and desdescricriptipti!e !e resresearearch ch is is thathat t desdescricriptipti!e!e re
reseseararch ch is is chachararactctereri&i&ed ed by by ththe e prprioior r foformrmululatatioion n of of ththe e hyhypotpotheheseses. s. ThThusus, , ththee information needed is clearly defined. 1s a result, descripti!e research is preplanned and information needed is clearly defined. 1s a result, descripti!e research is preplanned and structured. "t is typically based on large representati!e samples 1 formal research design structured. "t is typically based on large representati!e samples 1 formal research design specifies the methods for selecting these sources of information and for collecting data specifies the methods for selecting these sources of information and for collecting data from those sources.
from those sources.
6/'/ o2 D'/cri-tiv' R'/'arc,: 6/'/ o2 D'/cri-tiv' R'/'arc,:
0escripti!e research is conducted for the follo#ing reasons 0escripti!e research is conducted for the follo#ing reasons .
. To describe the characteristTo describe the characteristics of rele!ant groups, ics of rele!ant groups, such as consumers, salsuch as consumers, salespeople, orespeople, or organi&ations, or mar'et areas. *or e.g. #e could de!elop a profile of the 7hea!y organi&ations, or mar'et areas. *or e.g. #e could de!elop a profile of the 7hea!y users7 freuent shoppers- of prestigious department stores such as Shoppers Stop. users7 freuent shoppers- of prestigious department stores such as Shoppers Stop. 3. To estimate the percentage of units in a specified population exhibiting a certain 3. To estimate the percentage of units in a specified population exhibiting a certain
beha!ior e.g.
beha!ior e.g. the percentage the percentage of hea!y users of hea!y users of prestigious department of prestigious department stores #ho alsostores #ho also patroni&e discount department
patroni&e discount department stores.stores.
;. To determine the 7 perceptions of product characteristics. *or e.g. ho# do households ;. To determine the 7 perceptions of product characteristics. *or e.g. ho# do households
percei!e the !arious department stores in terms of sali
percei!e the !arious department stores in terms of salient factors of the choice criteria%ent factors of the choice criteria% <. To determine the degree to #hich mar'eting !ariables are associated. *or e.g.$ to #hat <. To determine the degree to #hich mar'eting !ariables are associated. *or e.g.$ to #hat
extent is shopping at department stores related to eating extent is shopping at department stores related to eating out%out%
E. To ma'e specific predictions. *or e.g. #hat #ill be retail sales of Shoppers stop E. To ma'e specific predictions. *or e.g. #hat #ill be retail sales of Shoppers stop specific store- for fashion clothing specific product category- in the Mumbai area specific store- for fashion clothing specific product category- in the Mumbai area specific region-%
F. To collect demographic
F. To collect demographic information of consumersDusers of a product under study.information of consumersDusers of a product under study.
G. *or finding out !ie#s and attitudes of customers, e.g. ho# many customers prefer G. *or finding out !ie#s and attitudes of customers, e.g. ho# many customers prefer
branded goods or "S" mar'ed goods. branded goods or "S" mar'ed goods.
. Ma'e predictions about future mar'eting trends, consumer needs or expectations or . Ma'e predictions about future mar'eting trends, consumer needs or expectations or
possible sales after InJ years. possible sales after InJ years.
. To disco!er the relationship bet#een certain !ariables, e.g. sale of toothpaste among . To disco!er the relationship bet#een certain !ariables, e.g. sale of toothpaste among rural population and urban population or rate of sa!ings among lo#, middle and higher rural population and urban population or rate of sa!ings among lo#, middle and higher income groups.
income groups.
0escripti!e research can be di!ided into the follo#ing t#o categories$ 0escripti!e research can be di!ided into the follo#ing t#o categories$
(a)
(a) Cro//7/'Cro//7/'ctiona" ctiona" /tdi'//tdi'/
8ross(sectional study is a study in!ol!ing a sample of elements from the population of 8ross(sectional study is a study in!ol!ing a sample of elements from the population of interest at a single point of time. "t is a study concerned #ith a sample of elements from a interest at a single point of time. "t is a study concerned #ith a sample of elements from a gi!en population. Such sample may deal #ith households, dealers, retail stores and other gi!en population. Such sample may deal #ith households, dealers, retail stores and other entities. "nformationDdata on a number of characteristics are collected from the sample entities. "nformationDdata on a number of characteristics are collected from the sample elements. Such data are analy&ed for dra#ing conclusions. 8ross sectional studies include elements. Such data are analy&ed for dra#ing conclusions. 8ross sectional studies include field studies and sur!eys.
field studies and sur!eys.
*ield studies are conducted is the life situations such as schools, factories, institutions, *ield studies are conducted is the life situations such as schools, factories, institutions, etc. Here, the inter(relations among !ariables are studied under real setting. The cross( etc. Here, the inter(relations among !ariables are studied under real setting. The cross( secti
sectional analysis in!ol!es counting the onal analysis in!ol!es counting the simusimultaneoltaneous us occurroccurrence of ence of the !ariables ofthe !ariables of interest. *ield studies ha!e certain merits and limitations. The important merit is that such interest. *ield studies ha!e certain merits and limitations. The important merit is that such studies are close to real life and cannot be criticised on the ground that they are a#ay studies are close to real life and cannot be criticised on the ground that they are a#ay from real settings or are artificial. *ield studies are also socially significant. Ho#e!er from real settings or are artificial. *ield studies are also socially significant. Ho#e!er such studies are
such studies are scientscientificifically inferior to ally inferior to laborlaboratory and atory and fielfield d experiexperimentsments. . There is There is alsoalso lac' of precision in the measurement o
lac' of precision in the measurement of !ariables.f !ariables. 8ro
8ross(ss(secsectiotional nal stustudy dy is is pospossibsible le thrthrougough h sursur!ey!ey. . SurSur!ey !ey rereseasearch rch is is #id#ide e in in scoscope.pe. 0etailed information can be collected from a sample of large population. This method is 0etailed information can be collected from a sample of large population. This method is also economical as more information can be collected per unit of cost. The time reuired also economical as more information can be collected per unit of cost. The time reuired for sample sur!ey is
for sample sur!ey is also less than also less than a a censuscensus(inui(inuiry. Ho#e!er, in ry. Ho#e!er, in sur!ey researsur!ey research, morech, more importance is gi!en to information collection and not to in(depth analysis. Secondly, importance is gi!en to information collection and not to in(depth analysis. Secondly, sur!ey research needs more time and money #hen conducted on a large scale.
sur!ey research needs more time and money #hen conducted on a large scale.
(#)
(#) LongitdLongitdina" ina" /tdi'//tdi'/
Aongi
Aongitudinatudinal studies are based on l studies are based on panel methpanel methods and panel data. 1 ods and panel data. 1 panel is a panel is a samplsample ofe of respondents #ho are inter!ie#ed not only once but thereafter from time to time. Here respondents #ho are inter!ie#ed not only once but thereafter from time to time. Here data to be collected relate to same !ariables but the measurements are ta'en repeatedly. data to be collected relate to same !ariables but the measurements are ta'en repeatedly. *or example, purchase of grocery products by familiesD households at regular inter!als. *or example, purchase of grocery products by familiesD households at regular inter!als. Such data #ill reflectDindicate change in the
Such data #ill reflectDindicate change in the buying beha!iour of familiesDhouseholds.buying beha!iour of familiesDhouseholds. There are many ad!antages and limitations of panel data. Panel data are suitable #hen the There are many ad!antages and limitations of panel data. Panel data are suitable #hen the researcher underta'e detailed analysis. Similarly, panel data are more comprehensi!e as researcher underta'e detailed analysis. Similarly, panel data are more comprehensi!e as compared to data collected from indi!idual families. *inally, panel data collected is more compared to data collected from indi!idual families. *inally, panel data collected is more accurate as compared to data collected through sur!ey. These ad!antages of panel data accurate as compared to data collected through sur!ey. These ad!antages of panel data impro!e the uality of research findings and conclusions.
There are certain limitations of panel data. *or example, panels used for data collection There are certain limitations of panel data. *or example, panels used for data collection may not be representati!e samples. Panel members may not be co(operati!e or may lea!e may not be representati!e samples. Panel members may not be co(operati!e or may lea!e the panel membership. 1s a result, the representati!e character of the original sample the panel membership. 1s a result, the representati!e character of the original sample may
may be be ad!ad!ersersely ely affaffectected. ed. SecoSecondlndly, y, panepanel l memmemberbers s may may repreport ort #ro#rong ng datdata. a. TheTheirir interest may reduce gradually and they may supply information in a casual manner. Their interest may reduce gradually and they may supply information in a casual manner. Their sense of
sense of partiparticipatcipationDreionDresponssponsibiliibility may ty may reducereduce. . This #ill affect the This #ill affect the ualiuality ty of data of data andand also of findings.
also of findings.
(8) Ca/a" R'/'arc,: (8) Ca/a" R'/'arc,:
8ausal research design is the third type of research design. 1s the name indicates, 8ausal 8ausal research design is the third type of research design. 1s the name indicates, 8ausal design in!estigates the cause and effect relationship bet#een t#o or more !ariables. This design in!estigates the cause and effect relationship bet#een t#o or more !ariables. This design measures the extent of relationship bet#een the !ariables. 8ausal research designs design measures the extent of relationship bet#een the !ariables. 8ausal research designs attempt to specify the nature of functional
attempt to specify the nature of functional relationship bet#een t#o or more !ariables.relationship bet#een t#o or more !ariables. 8ausal research is useful to sho# the impact of one !ariable on the other. *or example, 8ausal research is useful to sho# the impact of one !ariable on the other. *or example, price
price and and mar'et mar'et demand demand relationship relationship or or relationship relationship bet#een bet#een mar'et mar'et competition competition andand sal
sales es perperforformanmance. ce. =!e=!en n the the posposititi!ei!eDneDnegatgati!e i!e effeffect ect of of ad!ead!ertirtisinsing g on on salsales es can can bebe studied through 8ausal research. The relationship bet#een the 8ausal factors can be studied through 8ausal research. The relationship bet#een the 8ausal factors can be studied through 8ausal research. "n addition, the !ariables #hich create effect on other studied through 8ausal research. "n addition, the !ariables #hich create effect on other !ariables can be studied in depth through 8ausal research.
!ariables can be studied in depth through 8ausal research. 0at
0ata a fofor r 8a8aususal al rereseseararch ch cacan n be be cocollllececteted d ththrorough ugh fifieleld d susur!r!ey ey #i#ith th ththe e hehelp lp of of aa ues
uestitionnaonnaire ire or or by by condconductucting ing lablaboraoratortory y expeexperimrimentents s D D contcontrolrolled led expeexperimrimentents.s. Aaboratory experiments are possible in the case of testing of ne# products or pac'age Aaboratory experiments are possible in the case of testing of ne# products or pac'age design.
design.
The 8ausal research design is based on reasoning. The designs for 8ausal research can be The 8ausal research design is based on reasoning. The designs for 8ausal research can be di!ided into three categories$
di!ided into three categories$
a-a- HisHistortoricaicall b
b-- SuSur!r!eyey
c-c- =xp=xperierimenmentaltal..
I9ORTANCE 6TILIT4 OF RESEARCH DESIGN I9ORTANCE 6TILIT4 OF RESEARCH DESIGN
2esearch design is important as it prepares proper frame#or' #ithin #hich the research 2esearch design is important as it prepares proper frame#or' #ithin #hich the research #or'Dacti!ity #ill be actually carried out 2esearch design acts as a blue print for the #or'Dacti!ity #ill be actually carried out 2esearch design acts as a blue print for the cond
conduct uct of of the the #hol#hole e resresearearch ch propro+ec+ect. t. "t "t intintrodroduceuces s effefficiiciency ency in in in!in!estestigaigatiotion n andand generates confidence in the final outcome of the study. 2esearch design gi!es proper generates confidence in the final outcome of the study. 2esearch design gi!es proper direction and time(table to research acti!ity. "t 'eeps adeuate chec' on the research direction and time(table to research acti!ity. "t 'eeps adeuate chec' on the research #or' and ensures its completion #ithin certain time limit. "t 'eeps the #hole research #or' and ensures its completion #ithin certain time limit. "t 'eeps the #hole research pro+ect on the right trac'.
pro+ect on the right trac'. 2es
2esearearch ch desdesign ign a!oia!oids ds pospossisible ble errerrors ors as as regregardards s resresearearch ch proproblemblem, , infinformormatiationon reuirement and so on. "t gi!es practical orientation to the #hole research #or' and reuirement and so on. "t gi!es practical orientation to the #hole research #or' and ma'
ma'es es it it relrele!ae!ant nt to to the the marmar'eti'eting ng proprobleblems ms facfaced ed by by the the sposponsonsorinring g orgorganianisatsationion.. *inally, it ma'es the #hole research process compact and result(oriented. 1 researcher *inally, it ma'es the #hole research process compact and result(oriented. 1 researcher
should not go ahead #ith his research pro+ect unless the research design is planned should not go ahead #ith his research pro+ect unless the research design is planned properly.