RESEARCH METHODOLOGY

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RESEARCH DESIGN –BY

PROF. PRIYA PANDEY
 MEANING OF RESEARCH DESIGN

⚫It is the arrangement of conditions for collection and

analysis of data in a manner provides relevance to
the research problem.
⚫ the research design is the conceptual structure
within which research is conducted.
⚫ it is the blueprint for the collection, measurement
and analysis of data.
⚫ it is a plan that specifies the sources and types of
information relevant to the research problem.
 Research Design
A research design is a framework or blueprint for conducting the
marketing research project. It is a master plan specifying the method
and procedure for collecting and analyzing the needed information to
structure or solve marketing research problems.

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 Choice of research design

The choice or decision of the most appropriate design depends largely on the
objectives of the research and how much is known about the problem and research
objectives.

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 Components of a Research Design

• Define the information needed

• Design the exploratory, descriptive, and/or causal phases of the research
• Specify the measurement and scaling procedures
• Construct and pretest a questionnaire (interviewing form) or an appropriate
form
for data collection
• Specify the sampling process and sample size
• Develop a plan of data analysis
 A. Exploratory research Background

o It is usually conducted when the researcher know Little about the

problems.(to study a problem that has not been clearly defined yet)
o Exploratory research is conducted at the outset of research projects.

Exploratory research design does not aim to provide final

and conclusive answers to research questions, but merely
explores research topic with varying levels of depth.

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 Exploratory research
o Exploratory research focuses on the discovery of
ideas
o The primary objective of exploratory research is to
provide insights into and
an understanding of marketing phenomena.

Exploratory research “tends to tackle new problems

on which little or no previous research has been
done”
o Example- Discovery of America by Christopher
Columbus, Inventor of
photocopying machine by Chester Carlson.
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 Uses of Exploratory Research
o Better understanding of the problem
o Define Terms
o Clarify Problems and Hypothesis (refine research objectives)
o Isolate key variables and relationships for further examination
o Gain insights for developing an approach to the problem
o Establish priorities for further research

Qualitative Research is primarily exploratory research. It is used to

gain an understanding of underlying reasons, opinions, and
motivations.

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 Examples of Exploratory Research

o A study into the role of social networking sites as an effective marketing

communication channel.

o An investigation into the ways of improvement of quality of customer

services within hospitality sector in London.

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 Methods of Exploratory Research

• Survey of experts
• Pilot surveys
• Secondary data analyzed in a qualitative way
• Qualitative research
• Focus group
• Projective techniques
 2. Conclusive
research
Conclusive research is a research design characterized by the measurement of clearly
defined marketing phenomena.

Conclusive research design, as the name implies, is applied to generate findings that
are practically useful in reaching conclusions or decision-making.

Example- Studying the impact of Reliance jio on Indian

telecom sector.

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 Exploratory Conclusive
Objectiv To provide insights and To test specific hypotheses and
es understanding of the nature examine relationships
of marketing phenomena To measure
To understand
Charact Information needed may be Information needed is clearly
eri loosely defined
stics defined
Findings Can be used in their own May feed into exploratory
/r right research
esults May feed into conclusive May set a context to exploratory
research findings
Methods Expert surveys Panels
Pilot surveys Structured observations
Experiments

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Classification of conclusive
research design
Conclusive
Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Design Sectional Design

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 1.Descriptive
research
o A type of conclusive research that has as its major objective the description of
something, usually market characteristics or characteristics of certain group.

o A major difference between exploratory and descriptive research is that

descriptive research is characterized by the prior formulation of specific
research questions and hypotheses. Thus, the information needed is clearly
defined.
o Example- TATA before launching “TATA Nano ” has done, A study to
determining the market size of a new car called “Nano”.

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 Methods of Descriptive
Research
• Secondary data analyzed in a quantitative as opposed to a qualitative
manner
• Surveys
• Panels
• Observational and other data

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 Descriptive
Research
Two basic classifications:

o Cross-sectional

design

o Longitudinal design

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 Cross sectional
design
Involve the collection of information from any given sample of population elements
only once.

In single cross-sectional designs, there is only one sample 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 each sample is obtained only once. Often, information from
different samples is obtained at different times.

Cohort analysis consists of a series of surveys conducted at appropriate time

intervals, where the cohort serves as the basic unit of analysis. A cohort is a group
of respondents who experience the same event within the same time interval.

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 Longitudinal
design
A type of research design involving a fixed sample of population elements measured

repeatedly. The sample remains the same over time, thus providing a series of

pictures that, when viewed together, focuses on how perceptions and opinions

change over time. 

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

samples remain the same over time

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 2. Causal research

o Causal research is to obtain evidenceof cause-and-effect

used (causal)
relationships.

o A type of conclusive research where the major objective is to obtain evidence

regarding cause-and-effect (causal) relationships between two or more variables..

Example- Reliance before introducing

“Reliance Jio”, did a research to see whether
decrease in prices (call rates etc.) can lead to
increase in sales as well as increase in market
share.

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DESCRIPTIVE RESEARCH
DESIGN-
(SURVEY)

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 Survey Method

A structured questionnaire given to a sample of a population and designed to elicit

specific information from respondents

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 A Classification of Survey
Methods
Survey
Methods

Telephone Personal Mail Electronic

In-Home Mall Computer-Assisted E-mail Internet

Intercept Personal
Interviewing

Traditional Computer-Assisted
Telephone Mail Mail
Telephone
Interview Panel
Interviewing

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