types of research in research methodology

research methodology

1. UNIT – 2 Research Design & Data Collection Techniques PRASANNA H N ASST PROFESSOR MBA, SVCE

2. Classification of Research Designs Exploratory, Descriptive and Conclusive Research Designs Causal Research Secondary Data – Nature, Sources and Advantages Primary Data – Nature, Types, Means & Issues in Obtaining Primary Data Syllabus

3. A Research Design is a framework or blueprint for conducting the marketing research project. Acts as a guide in collecting and analyzing data. Details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Research Design

4. Components of Research Design

5. Classification of Research Design Single Cross-Sectional Design Multiple Cross-Sectional Design Source: Malhotra Research Design Conclusive Research Design Exploratory Research Design Descriptive Research Causal Research Cross-Sectional Design Longitudinal Design

6. The objective of exploratory research design is to provide insights into and understanding of business or marketing phenomena. It is the initial step in a series of studies designed to supply information for decision making. It is used in instances where; The subject of the study can’t be measured in quantitative manner OR The process of measurement cannot realistically represent particular qualities E.g. ‘Atmosphere’ meant in a restaurant, ‘Satisfaction’ meant in case of a product or service category Exploratory Research Design

7. Characteristics Information needed is loosely defined Flexible and unstructured research process Small and non-representative sample Emphasis in the sampling procedure is focused upon ‘quality’ individuals. E.g. CEOs of airline industry. Analysis of primary/secondary data is qualitative However, quantitative findings may also be used for exploratory purposes e.g. data mining. CONTINUED

8. To obtain some background information where absolutely nothing is known about the problem area. To define problem areas fully and to formulate hypotheses for further investigation. To identify and explore concepts in the development of new product or forms of marketing communication. To identify relevant salient behavior patterns, beliefs, opinions, attitudes and to develop structure of these constructs. To ‘data-mine’ or explore quantitative data to reveal unknown connections between different measured variables. Uses of Exploratory Research

9. Methods of Exploratory Research Survey of experts (Industry experts, Academicians) Pilot surveys (Small sample) Secondary data analyzed in a qualitative way Qualitative research (Focus group, word association, depth interviews) Quantitative exploratory multivariate methods Continued

10. Its objective is to describe specific phenomena, to t est specific hypotheses and to examine specific relationships. Its findings are used as input into decision making Characteristics Information needed is clearly defined. Research process is formal and structured. Sample is large and representative. Data analysis is quantitative Conclusive Research

11. It assumes that the researcher has much prior knowledge about the problem situation. It is characterized by the prior formulation of specific research questions and hypotheses. Characteristics Information needed is clearly defined Clear statement of problem Works on specific hypotheses Preplanned and structured Descriptive Research

12. Reasons for conducting Descriptive Research To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, markets etc. To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated. Continued

13. Examples of Descriptive Research Market Studies (size of the market, purchasing power of consumers, availability of distributors, consumer profile) Market share studies (Proportion of sales of the companies) Image studies (Consumer perception of the firm and its product) Pricing studies Advertising studies Continued

14. Cross-sectional design: A type of research design involving the collection of information from any given sample of population only once. They may be either single-cross sectional or multiple cross-sectional designs. Single cross-sectional design Only one sample of respondents. Information is obtained from this sample only once. Multiple cross-sectional design Two or more samples of respondents. Information from each sample is obtained only once. Often, information from different samples is obtained at different times. Cross-Sectional Designs

15. A fixed sample (or samples) of population elements is measured repeatedly on the same variables. A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time . Longitudinal Design

16. Cross-Sectional v/s Longitudinal Design Sample Surveyed at T 1 Sample Surveyed at T 1 Same Sample also Surveyed at T 2 T 1 T 2 Cross- Sectional Design Longitudinal Design Time

17. Cross-sectional design gives a snapshot of the variables of interest at a single point in time. Longitudinal study provides a series of pictures which give an in-depth view of the situation and the changes that take place over time. The sample of respondents who are chosen for longitudinal study is know as Panel . Access Panel is a particular type of panel which is made up of a pool of individuals or households who have agreed to be available for surveys of widely varying types and topics. CONTINUED

18. Relative Advantages and Disadvantages

19. Cross-sectional Design

20. Longitudinal Design

21. Longitudinal data enable researchers to examine changes in behavior of individual units and to link behavioral changes to marketing variables like changes in advertising, packaging, pricing and distribution. The given example of longitudinal design gives valuable information on brand loyalty and brand switching CONTINUED

22. A type of conclusive research where the major objective is to obtain evidence regarding cause-and-effect (causal) relationships. Marketing decisions based on assumed causal relationships may not be justifiable. The validity of such causal relationships should be examined through formal research. E.g. The common assumption that a decrease in price will lead to the increased sales and market share doesn’t hold in certain competitive environment. Causal Research

23. Causal research is appropriate for the following purposes: To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of marketing phenomena. To determine the nature of the relationship between the causal variables and the effect to be predicted. To test hypotheses. CONTINUED

24. Examples To assess the impact of FDI on the economic growth of India. To analyse the effects of re-branding initiatives on the levels of customer loyalty. To determine the impact of level of education on spending (Income as mediating variable) CONTINUED

25. Research Design (Summarized)

26. Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all steps of the marketing research process. Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. Primary & Secondary Data

27. Marketing Intelligence can be defined as qualified observations of events and developments in the marketing environment. Observations represent variety of types of data broadly concerned with environmental scanning. In many cases, the data is collected for purposes other than the problem at hand. Marketing Intelligence

28. CONTINUED

29. Comparison Primary Data Secondary Data Collection purpose For the problem at hand For other problems Collection process Very involved Rapid & easy Collection cost High Relatively low Collection time Long Short

30. Identify the problem Better define the problem Develop an approach to the problem Formulate an appropriate research design (for example, by identifying the key variables) Answer certain research questions and test some hypotheses Interpret primary data more insightfully Uses of Secondary Data

31. Specifications & Methodology Data collection method Response rate Quality & analysis of data Sampling technique & Size Questionnaire design Fieldwork Error & Accuracy Examine errors in approach; Research design Sampling Data collection & analysis Criteria for Evaluating Secondary Data

32. Currency Time lag between collection & publication frequency of updates Objective Why were the data collected? Dependability Expertise, credibility, reputation, and trustworthiness of the source. CONTINUED

33. Classification of Secondary Data Secondary Data Ready to Use Requires Further Processing Published Materials Computerized Databases Syndicated Services Internal External

34. Published Secondary Sources Statistical Data Guides Directories Indexes Census Data Other Government Publications Published Secondary Data General Business Sources Government Sources

35. Computerized Database Bibliographic Databases Numeric Databases Full-Text Databases Directory Databases Special-Purpose Databases Computerized Databases Online Off-Line Internet

36. Bibliographic databases are composed of citations to articles Numeric databases contain numerical and statistical information Full-text databases contain the complete text of the source documents comprising the database Directory databases provide information on individuals, organizations, and services Special-purpose databases provide specialized information Continued

37. Syndicated services are companies that collect and sell common pools of data of known commercial value designed to serve a number of clients Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions) Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services. Institutional data may be obtained from retailers, wholesalers, or industrial firms. Syndicated Services

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