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Research Design

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Research Design: Definition

Aresearch 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.

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A Classification of MarketingResearch Designs

Single Cross-Sectional Design

Multiple Cross-Sectional Design

Research Design

Conclusive

Research Design

Exploratory

Research Design

DescriptiveResearch

CausalResearch

Cross-SectionalDesign

LongitudinalDesign

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Exploratory & ConclusiveResearch Differences

Objective:

Character-istics:

Findings/Results:

Outcome:

To provide insights andunderstanding.

Information needed is definedonly loosely. Research process isflexible and unstructured.Sample is small and non-representative. Analysis ofprimary data is qualitative.

Tentative.

Generally followed by furtherexploratory or conclusiveresearch.

To test specific hypotheses andexamine relationships.

Information needed is clearlydefined. Research process is formaland structured. Sample is large andrepresentative. Data analysis isquantitative.

Conclusive.

Findings used as input into decisionmaking.

Exploratory Conclusive

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A Comparison of BasicResearch Designs

Objective:

Characteristics:

Methods:

Discovery of ideasand insights

Flexible, versatile

Often the front endof total research

design

Expert surveysPilot surveysSecondary data:qualitative analysis

Qualitative research

Describe marketcharacteristics orfunctions

Marked by the priorformulation of specifichypotheses

Preplanned andstructured design

Secondary data:quantitative analysisSurveysPanels

Observation and otherdata

Determine causeand effectrelationships

Manipulation ofone or moreindependentvariables

Control of other

mediatingvariables

Experiments

Exploratory Descriptive Causal

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Uses of Exploratory Research

Formulate a problem or define a problem moreprecisely

Identify alternative courses of action

Develop hypotheses

Isolate key variables and relationships forfurther examination

Gain insights for developing an approach to theproblem

Establish priorities for further research

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U

se of Descriptive Research To describe the characteristics of relevant groups,

such as consumers, salespeople, organizations, ormarket areas.

To estimate the percentage of units in a specifiedpopulation exhibiting a certain behavior.

To determine the perceptions of productcharacteristics.

To determine the degree to which marketingvariables are associated.

To make specific predictions.

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Methods of Descriptive Research

Secondary data analyzed in a

quantitative as opposed to a qualitativemanner

Surveys

Panels

Observational and other data

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Cross-sectional Designs

Involve the collection of information from any givensample of population elements only once.

In single cross-sectional designs, there is only onesample of respondents and information is obtained from

this sample only once. In multiple cross-sectional designs, there are two or

more samples of respondents, and information from eachsample is obtained only once. Often, information fromdifferent samples is obtained at different times.

Cohort analysis consists of a series of surveysconducted at appropriate time intervals, where the cohortserves as the basic unit of analysis. A cohort is a groupof respondents who experience the same event withinthe same time interval.

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Consumption of Various Soft Drinks byVarious Age Cohorts

8-1920-2930-3940-4950+

Age 1960 1969 19791950

52.945.233.923.218.1

62.660.746.640.828.8

C1

73.276.067.758.650.0

C2

81.075.871.467.851.9

C3

C8C7C6C5

C4C1: cohort born prior to 1900C2: cohort born 1901-10C3: cohort born 1911-20

C4: cohort born 1921-30

C5: cohort born 1931-40C6: cohort born 1940-49C7: cohort born 1950-59

C8: cohort born 1960-69

Percentage consuming on a typical day

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Longitudinal Designs

A fixed sample (or samples) of population

elements is measured repeatedly on the samevariables

A longitudinal design differs from a cross-sectional design in that the sample or samples

remain the same over time

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Cross-sectional vs. Longitudinal

Sample

Surveyed

at T1

Sample

Surveyed

at T1

Same

Sample

also

Surveyedat T2

T1 T2

Cross-

Sectional

Design

Longitudinal

Design

Time

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Relative Advantages and Disadvantages ofLongitudinal and Cross-Sectional Designs

Evaluation Criteria

Cross-SectionalDesign

LongitudinalDesign

Detecting ChangeLarge amount of data collectionAccuracyRepresentative SamplingResponse bias

---++

+++--

Note: A + indicates a relative advantage over the otherdesign, whereas a - indicates a relative disadvantage.

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Cross-Sectional Data May NotShow Change

Brand Purchased Time Period

Period 1 Period 2Survey Survey

Brand A 200 200Brand B 300 300

Brand C 500 500Total 1000 1000

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Longitudinal Data May ShowSubstantial Change

BrandPurchased

in Period 1

Brand Purchased in Period 2

Brand A Brand B Brand C Total

Brand ABrand BBrand CTotal

1002575

200

50100150300

50175275500

2003005001000

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Uses of Casual Research

To understand which variables are the cause

(independent variables) and which variables are theeffect (dependent variables) of a phenomenon

To determine the nature of the relationship betweenthe causal variables and the effect to be predicted

METHOD: Experiments