19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Marketing Research

Design: The Nuts and Bolts!!

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Overview

• Definition

• Components of RD

• Types

• Error

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Definition

• Research Design is a framework or blueprint for conducting the research

• We’ve already specified the approach, RD specifies the details-the nuts and bolts!!

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Components of RD

1. Define the information needed

2. Do the design-exploratory?? causal??

3. Specify the measurement and scale

4. Construct and pretest a questionnaire

5. Specify the sampling process and size

6. Develop a plan for data analysis

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Types of Design

• Two types: Exploratory/Conclusive

• Exploratory: to provide insights

• Conclusive: specific and structured– Descriptive: describe groups, estimate

percentages, make predictions– Causal: understand cause (independent)

and effect (dependent)

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Descriptive Design

• Mostly used in marketing and business

• Six Ws– Who: Who should we contact?– What: What information should be got?– When: When should we get it?– Where: Where to make the contact?– Why: Why are we getting this info?– Way: In what way are we going to get it?

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Types of Descriptive Design

• Methods used:– Secondary Data– Surveys/Interviews– Panels– Observation

• Cross Sectional: one sample only once

• Cohort: same group at intervals

• Longitudinal: same sample at intervals

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Sources of Error

• Random Sampling Error– Sample is not representative

• Non-sampling Error– Response Error

• Researcher’s: frame/measurement/popln defn• Interviewer’s: respondent selection/cheating• Respondent’s: inability/unwillingness

– Non Response Error

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Budgets and Schedules

• Research should be completed – within time– at specified budget– using available manpower

• Very important, not negotiable

• CPM- divide the research into components, estimate time and find the parts that will cause delay.

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Ethical Aspects

• Respect all the rights of those who respond– hidden video/audio tape

• Do not bluff- e.g longitudinal takes time, you cant do it in one day

• Respondents have right to safety, right to privacy, right to chose

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Marketing Research Proposal

• Format– Executive Summary: overview– Background: including envt.– Problem Definition/objectives– Approach: theory/model/hypothesis– Design– Field Work/Data Collection– Data Analysis– Report and presentation– Cost and Time– Appendices

19/11/2007 9:15-11:15am Asian School of Business, Trivandrum 2007

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Thank You

End of Session