1322012_183524_F016_=_Research_design

7/31/2019 1322012_183524_F016_=_Research_design

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Research Designs


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Currently in the Indian market, we

have two new so-called healthy

products - Vegetable Atta Noodles

and Dal Atta Noodles, mostly targetedat children.

Now, are they really healthy like

the advertisements proclaim?


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Research context

Nature & size of sample

Data sources

Research Design

Definition: Blueprint or detailed plan for conducting a study

Purpose, Review of Literature & Framework

Study Design in terms of


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How to Choose a Research Design

Does it adequately test the hypothesis?

Does it identify & control extraneous factors?

Are results generalizable?

Can the hypothesis be rejected or retained via statistical means?

Is the design efficient in using available resources?


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Types of Research Designs

Exploratory

Research

CausalResearch

DescriptiveResearch

Formulate problems more precisely

Develop Hypotheses

Establish priorities for researchEliminate impractical ideas

Clarify concepts

Describe segment characteristics

Estimate proportion of people who

behave in a certain way

Make specific predictions

Provide evidence regarding causalrelationships


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Experimental Designs

Investigate cause-and effect relationships

Expose one or more experimental groups to one or more

treatment conditions

Compare the results of one or more control groups not receivingthe treatment

Major feature is random assignment of subjects to conditions


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Research Design Symbols

R = Random assignment

X = Experimental treatment

O = Observation (data collection period) and also

called the outcome measure (pre & post)


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Measures of the independent variable are only taken after the experimental

subjects have been exposed to the independent variable

A common approach in advertising research where a sample of target

customers are interviewed following exposure to an advertisement and their

recall of the product, brand, or sales features is measured

The chief problem with after-only designs is that they do not afford any

control over extraneous factors that could have influenced the post-exposure

measurements

R X O1

After- Only Designs


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Involves the researcher in measuring the dependent variable both before

and after the participants have been exposed to the independent variables.

An improvement upon the after-only design, in that the effect of the

independent variable, if any, is established by observing differences between

the value of the dependent variable before and after the experiment

Before- after designs

R O1 X O2


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Involves establishing two samples or groups of respondents:

- an experimental group that would be exposed to the marketing variable and

- a control group which would not be subjected to the marketing variable under study

Before- After Control Group

Collect data both pre and post intervention

Subtract post score from pre score within groups

Compare gain score between groups

R O1 X O2R O3 O4


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After-only with control group

Involves establishing two matched samples or groups of respondents

There is no measurement taken from either group before the experimental

variable is introduced and the control group is not subsequently subjected to

the experimental variable

Measures are taken from both groups and the effect of the experimental

variable is established by deducting the control group measure from the

experimental group measure

R X O1R O2

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1322012_183524_F016_=_Research_design