Research Design Formulation: Syed Asghar Reza

Research Design Formulation
Syed Asghar Reza
Research Design It is a frame work for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and or solve marketing research problem.
Research Design
Research Design
Exploratory
Conclusive
Descriptive Research
Causal Research
Cross Sectional
Longitudinal
Single Cross Sectional
Multiple Cross Sectional
Exploratory vs. Conclusive Research

Exploratory
Objective To provide insights and understandings Information needed is defined loosely. Research process is flexible and unstructured. Sample is small and non representative. Analysis of primary data is qualitative. Tentative
Conclusive
To test specific hypothesis and examine relationships Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Analysis of primary data is quantitative. Conclusive
Characteristics
Findings/Results Outcome
Generally followed by further exploratory or conclusive research.
Findings used as in input into decision making.
Comparison of Basic Research Design

Exploratory
Objective
Descriptive
Describe market characteristics or functions Marked by the prior formulation of specific hypothesis. Planned and structured design.
Causal
Determine cause and effect relationships Manipulation of one or mire independent variables. Control of other mediating variables. Experiments
Discover Ideas and Insights Flexible Versatile Often the front end of total research design
Characteristics
Methods
Expert surveys Pilot surveys Secondary data (analyzed qualitatively) Qualitative research
Secondary data (analyzed qualitatively) Surveys Panels Observational and other datas
The Six Ws
1.
2.
3. 4.
5.
6.
Who What When Where Why Way
Cross Sectional and Longitudinal Research Examples:
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?
Potential Sources of Errors in Research

Total Error
Random Sampling Error
Non Sampling Error
Response Error
Non Response Error
Researcher Errors
Interviewer Errors
Respondent Errors

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 is Rs. 12,000, as determined from last census., but the marketing research project estimates it to Rs. 11,200

Random Sampling Error
The error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value for the sample and the true mean value of the population.
Non Sampling Error
Non sampling errors are errors that can be attributed to sources other than sampling and they can be random or non random.
Example: A wrong questionnaire is developed which may generate biased answers. Non sampling error consists of non response errors and response errors.

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.

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.
Class Activity (6 Ws)

Continental Biscuits is planning to launch a new line of cookies and want to asses the market size. The cookies have a mixed chocolate-pineapple flavor and will be targeted at the premium end of market. Discuss the 6Ws of research.
1. 2. 3.
4.
5. 6.
Who What When Where Why Way

Research Design Formulation: Syed Asghar Reza

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Research Design Formulation

Syed Asghar Reza

Single Cross Sectional

Multiple Cross Sectional

Exploratory vs. Conclusive Research

Generally followed by further exploratory or conclusive research.

Findings used as in input into decision making.

Comparison of Basic Research Design

Who What When Where Why Way

Cross Sectional and Longitudinal Research Examples:

Potential Sources of Errors in Research

Random Sampling Error

Non Sampling Error

Non Response Error

Potential Sources of Errors in Research

Potential Sources of Errors in Research

Potential Sources of Errors in Research

Potential Sources of Errors in Research

Class Activity (6 Ws)

Who What When Where Why Way

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