Research Design

Research Thought Leaders
“Learning to ask empowering questions—

especially in moments of crisis—is a
critical skill that will ultimately shape the
meanings you create.”
Anthony Robbins
4-1
The Research Process
Stage 1: Clarifying the

Research question
Stage 2: Proposing Research
Stage 3: Designing the
Research
Stage 4: Data Collection &
Preparation
Stage 5: Data Analysis &
Interpretation
Stage 6: Reporting the Results
4-2
Why??
3
Ms Akanksha was the sales head of a company

called as Trident PPE solutions
The company used the best of material to make
Masks and PPE, and had projected a growth of 30%
in the coming financial year.
Loosing sales
What could be the possible reasons for it?
 Decided to study the buying behaviour of her
potential customers.
4-3
What to do?
Spoke to her CEO and he agreed to sponsor her

survey
But he needed a blueprint for the survey.
Blueprint for a short survey ???
Took help from a friend who worked for a research
firm and she asked him if he could to help
her in designing a survey
He asked her : What kind of research design are you
looking for??
4-4
5
 Most of the researches loose out because the research

design was not conceptualised properly.
 Daft(1995) while reviewing articles for AMJ and ASQ states
that 20% of the reason for rejection was inadequate study
design.
 For a single research multiple research designs might be
possible
 For eg . For a same research question both quantatitve and
qualitative study can be conducted. eg Human
Developement status of a country.
4-5
What is a Research Design
6
Specifies the method of achieving the stated

objectives
Blueprint or detailed plan of how a research study is
to be completed-operationalising variables so that
they can be measured, selecting sample of interest to
study, collecting data and analysis.
Analogy to building plan
Provide framework
3 elements: convert questions into variables, specify
the process of measurement, specify the control
mechanism.
4-6
SLIDE 3-2
Classification of research designs
Research Design
Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research
Cross –
Longitudinal
Sectional
Design
Design
Single Multiple
Cross – Cross –
Sectional Sectional
Design Design
4-7
Classification of Research design
8
Based on objective and purpose of study.

1. Exploratory research Design
Explore and obtain clarity
Flexible in approach
Qualitative investigation
At times might only involve unstructured interviews
with subject experts
Obtaining background information
Eg an old firm wanting to know the reasons for
dilution in its goodwill
4-8
Methods of Exploratory research designs
Expert opinion survey: valuable insights

obtained from experts which might be based on their
experience in the field or based on academic work
done on the concept.
Secondary Data Analysis: Data already collected.
Focus group discussions: a carefully selected

representative sub set of the larger respondent
gather to discuss together, in a short time frame, the
subject/topic to be investigated.(fruit juice case)
4-9
Methods of exploratory research
10
Depth interview: Probing between highly skilled

interviewer and respondent from a target
population.
Case analysis: can lead to new creative insights,
development of new theories from past experiences.
Problem or situation needs to be discussed in great
depth.
Eg HR policies of Netflix, compensation package of
TCS or EQ of Latin American people
Lead user surveys
4-10
11
Research Design
Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research
Cross –
Longitudinal
Sectional
Design
Design
Single Multiple
Cross – Cross –
Sectional Sectional
Design Design
4-11
2. Types of research designs: Conclusive
A)Descriptive research designs: are more

structured and formal in nature.
objective of these studies is to provide a
comprehensive and detailed explanation of the
phenomena under study.
Nature
Characterstics
Eg mean weight of people in Delhi or
average height of girls in class x
4-12
Descriptive research designs
i)Cross-sectional research designs: two criteria

1. carried out at a single moment in time, therefore
the applicability is temporal specific
2. Conducted on a sub-section of the respondent
population
3. Eg. Danish Ice Cream : expensive brand
- 1000 Indian metro Consumers
Findings
92.6% ice cream was first desert choice
64% eat ice cream outside once week.
4-13
SLIDE 3-8
Descriptive research designs
Longitudinal studies:
1. The study involves selection of a representative
group/individual across time period.
2. There are repeated measurement of the
researched variable on this panel over fixed
intervals of time.
4-14
15
4-15
Try to Answer
16
What is the effectiveness of a fertilizer on the

produce of a crop
How has the preference of consumers changed their

opinion about the performance of the AC from last
summers
4-16
3.Causal/experimental research design
17
Test whether X causes Y

Conducted to identify the cause and effect
relationship between two or more variables.
Address the Why factor in research
Example: Sales Manager of a soft drink company
sends sales executives for training.
On return the sales increase by 20%
Is it true that increase is caused by only training.
Extraneous factors
4-17
Objective of an experimental design
18
Identifying the cause and effect relationship

Causal vs Correlational (fire example, advt causes
increase in sales)
 X causes Y??
4-18
Independent and Dependent Variable
Synonyms
Independent Dependent
Variable (IV) Variable (DV)
 Criterion
 Predictor  Presumed effect
 Presumed cause
 Response
 Stimulus
 Predicted to….
 Predicted from…
 Consequence
 Antecedent
 Measured outcome
 Manipulated
4-19
Causality
20
X is the only cause of Y? Is this correct

Or X is one of the number of possible causes of Y
Is it possible to prove that X causes Y?

At best we can infer
4-20
What is an experimental design
21
An experiment is a study of cause and effect.

Deliberate manipulation of one variable while trying
to keep all other variables constant.
If ad increases sales is it only ad that is causing
increase in sales
Internal Validity
External Validity : can you generalise
4-21
How do you control for extraneous factors
22
1.Repeated Measures design

One group takes part in both experimental
conditions and control conditions
Drinking coffee increases(IV) the heart rate(DV)
Pros
-Requires less participants saves, time and money
-Participants are same no variation age etc
4-22
Independent groups design
23
Different participants are tested against each other

Eg to measure the IQ is dependent on amount of TV
watched
Two groups:
Group 1 : Binge watchers
Group 2: One Avoiders
Measure IQ
Disadvanatages : Age , ability to afford private
tutions
4-23
Matched Pairs/ randomised blocking design
24
Divide the sample into different groups on the basis

of certain characteristics such as gender, Age etc. this
reduces the variances in between the groups
4-24
Quasi experimental design
25
Where it is impossible to set up a control group.

Used in economics and finance
Time series models
Panel Models.
4-25
Model building
26
Independent variables
Dependent variables
Intervening Variables
Moderating Variables
Controlling factors
4-26
Relationships Among Variable Types
4-27
Relationships Among Variable Types
4-28
Moderating Variables (MV)
 The introduction of a four-day week (IV) will lead to

higher productivity (DV), especially among younger
workers (MV)
 The switch to commission from a salary compensation

system will lead to increased sales per worker, especially
more experienced workers
4-29
The switch to commission from a salary
compensation system (IV) will lead to increased sales
(DV) per worker, especially more experienced
workers (MV).
4-30
Intervening Variables (IVV)
 The switch to a commission compensation

system (IV) will lead to higher sales (DV) by
increasing overall compensation (IVV).
 A promotion campaign will increase savings

activity especially when free prizes are offered
.The results come from enhancing the motivation
to save
4-31
• A promotion campaign (IV) will increase savings activity
(DV), especially when free prizes are offered (MV), but
chiefly among smaller savers (EV-control). The results
come from enhancing the motivation to save (IVV).
4-32
Extraneous variables
33
Besides MV and IV variables there might be EV

varibales which might affect the defined relationship
in the study
If their effect is substantial then the researcher
blocks them using the experimental designs.
4-33
34
Thank you!!
[email protected]
4-34

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Research Thought Leaders

“Learning to ask empowering questions—

Stage 1: Clarifying the

Ms Akanksha was the sales head of a company

Spoke to her CEO and he agreed to sponsor her

 Most of the researches loose out because the research

Specifies the method of achieving the stated

Classification of research designs

Based on objective and purpose of study.

Expert opinion survey: valuable insights

Focus group discussions: a carefully selected

Depth interview: Probing between highly skilled

A)Descriptive research designs: are more

i)Cross-sectional research designs: two criteria

Descriptive research designs

What is the effectiveness of a fertilizer on the

How has the preference of consumers changed their

Test whether X causes Y

Identifying the cause and effect relationship

X is the only cause of Y? Is this correct

Is it possible to prove that X causes Y?

An experiment is a study of cause and effect.

1.Repeated Measures design

Different participants are tested against each other

Divide the sample into different groups on the basis

Where it is impossible to set up a control group.

 The introduction of a four-day week (IV) will lead to

 The switch to commission from a salary compensation

 The switch to a commission compensation

 A promotion campaign will increase savings

Besides MV and IV variables there might be EV

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