Research Design MM303 04082009

8/6/2019 Research Design MM303 04082009

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Research Design



The Marketing Research Process The Marketing Research Process

Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report



Research Design

Decisions regarding what, where,when, how much, by what means

concerning an inquiry or a research

study constitute a research design.



Define the Information Needed

Design the Exploratory, Descriptive,and/or Causal Phases of the Research

Specify the Measurement and ScalingProcedures

Construct a Questionnaire

Develop a Plan of Data Analysis

Tasks Involved In a Research Design



Need & Importance

Need & Importance Of Market Research Designs

Guidelines to

the

Researchers

Organising

Resources

Directions to

the research

Staff

Selections Of Techniques

Objectives Of

Research

Collection of

relevant data



Training of

research staff

Cost-Effective

Acceptance

Pilot Study

Flexiblity

Focus on

Objectives

FEATURES



Types of Research Designs Exploratory research to gain ideas and insights

Newspaper facing decreasing sales to generate possibleexplanation.

Descriptive research to obtain summary measures toaddress research questions (research objectives are clearlydefined).

Trends in lifestyle with respect to age, sex, etc.

Causal research for cause-and-effect connection betweenmanagerial decisions and market outcome.

How people react to a newspaper¶s topic selection andspace allocation.





Exploratory Research Techniques

Secondary Data Analysis Secondary data are data previously collected & assembled for

some project other than the one at hand

Pilot Studies

A collective term for any small-scale exploratory research technique

that uses sampling but does not apply rigorous standards Includes

Focus Group Interviews

Unstructured, free-flowing interview with a small group of

people

Projective Techniques

Indirect means of questioning that enables a respondent to

project beliefs and feelings onto a third party or an

inanimate object

Word association tests, sentence completion tests, role

playing



Exploratory Research Techniques

Case Studies

Intensively investigate one or a few situations similar

to the problem situation

Experience Surveys

Individuals who are knowledge about a particular

research problem are questioned



Descriptive Research

Can involve collecting quantitative information

Can describe categories of qualitativeinformation such as patterns of interaction

when using technology in the classroom.

Does not fit neatly into either category



Common Characteristics of

Descriptive Studies

Build on previous information

Show relationships between variables

Representative samples required

Structured research plans

Require substantial resources

Conclusive findings



Major Types of Descriptive Studies

Descriptive

Studies

Consumer Perception

And Behavior Studies

� Image

� Product Usage

� Advertising

� Pricing

Market Characteristic

Studies

�Distribution

�Competitive

Analysis

� Market

Potential

� Market

Share

� Sales

Analysis

Sales Studies



Which is the ³Best´ Research Design &

Method? ³You cannot put the same shoe on every foot.´

Publ i l i us Serebus

It depends on the

problem of interest,

level of information needed,

resources,

researcher¶s experience, etc.



Documents

Research Design MM303 04082009