8/13/2019 MBR_Class 03 (1)

1/13

Research Design

Formulation

Syed Asghar Reza

8/13/2019 MBR_Class 03 (1)

2/13

Research Design

It is a frame work for conducting the marketing

research project. It specifies the details of the

procedures necessary for obtaining theinformation needed to structure and or solve

marketing research problem.

8/13/2019 MBR_Class 03 (1)

3/13

Research Design

ResearchDesign

Exploratory Conclusive

DescriptiveResearch

CrossSectional

Single Cross

Sectional

MultipleCross

Sectional

Longitudinal

CausalResearch

8/13/2019 MBR_Class 03 (1)

4/13

Exploratory vs. Conclusive ResearchExploratory Conclusive

Objective To provide insights andunderstandings To test specific hypothesisand examine relationships

Characteristics

Information needed is

defined loosely. Researchprocess is flexible and

unstructured. Sample is

small and non

representative. Analysis of

primary data is qualitative.

Information needed is

clearly defined. Researchprocess is formal and

structured. Sample is

large and representative.

Analysis of primary data is

quantitative.

Findings Results Tentative Conclusive

OutcomeGenerally followed by

further exploratory or

conclusive research.

Findings used as in input

into decision making.

8/13/2019 MBR_Class 03 (1)

5/13

Comparison of Basic Research DesignExploratory Descriptive Causal

ObjectiveDiscover Ideas and

Insights

Describe market

characteristics or

functions

Determine cause

and effect

relationships

Characteristics

Flexible Versatile

Often the front end

of total researchdesign

Marked by the prior

formulation of specific

hypothesis.Planned and

structured design.

Manipulation of

one or mire

independentvariables.

Control of other

mediating

variables.

Methods

Expert surveys

Pilot surveys

Secondary data

(analyzed

qualitatively)

Qualitative research

Secondary data

(analyzed

qualitatively)

Surveys

Panels

Observational andother datas

Experiments

8/13/2019 MBR_Class 03 (1)

6/13

The Six Ws1. Who

2. What

3. When

4. Where

5. Why

6. Way

8/13/2019 MBR_Class 03 (1)

7/13

1. How did the American people rate the performance of George

W. Bush immediately after the war in Afghanistan?

2. How did the American people change their view of Bushs

performance during the war in Afghanistan?

Cross Sectional and Longitudinal Research Examples:

8/13/2019 MBR_Class 03 (1)

8/13

Potential Sources of Errors in ResearchTotal Error

RandomSampling

Error

NonSampling

Error

ResponseError

ResearcherErrors

InterviewerErrors

RespondentErrors

Non

ResponseError

8/13/2019 MBR_Class 03 (1)

9/13

Total Error

The variance between the true mean value in the

population of the variable of interest and the

observed mean value obtained in the research

project.

Example:

Average annual income of target population isRs. 12,000, as determined from last census., but

the marketing research project estimates it to Rs.

11,200

Potential Sources of Errors in Research

8/13/2019 MBR_Class 03 (1)

10/13

Random Sampling ErrorThe error due to the particular sample selected being animperfect representation of the population of interest. Itmay be defined as the variation between the true meanvalue for the sample and the true mean value of thepopulation.

Non Sampling Error

Non sampling errors are errors that can be attributed tosources other than sampling and they can be random ornon random.

Example: A wrong questionnaire is developed which maygenerate biased answers.

Non sampling error consists of non response errors andresponse errors.

Potential Sources of Errors in Research

8/13/2019 MBR_Class 03 (1)

11/13

Non response Error.

The type of non sampling error that occurs when

some of the respondents included in the sample

do not respond. This error may be defined as the

variation between the true mean value of the

variable in the original sample and the true mean

value in the net sample.

Example:

Primary cause is refusal and not at home.

Potential Sources of Errors in Research

8/13/2019 MBR_Class 03 (1)

12/13

Response Error.

A type of error arising from respondents who do

respond but give inaccurate answers or their

answers are misrecorded or misanalayzed.

Example:

Primary cause is refusal and not at home.

Potential Sources of Errors in Research

8/13/2019 MBR_Class 03 (1)

13/13

Class Activity 6 Ws)Continental Biscuits is planning to launch a new line ofcookies and want to asses the market size. The cookieshave a mixed chocolate-pineapple flavor and will betargeted at the premium end of market. Discuss the

6Ws of research.

1. Who

2. What

3. When4. Where

5. Why

6. Way