Unit no 03_types of research design

Types of Research Design

1. Types of Research Design
Dr. Dhobale J V
Assistant Professor
IBS, IFHE, Hyderabad.
IBS Hyderabad 1
Business Research Methods (SHRM-431)
Chapter No.-03

2. Objectives
UnderstandingTypesofResearchdesigns-
Exploratory
Descriptive
Causal
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3. Introduction
Aresearchdesignistheframeworkorplanfor
astudyusedasguideincollectingand
analyzingdata.
Threebasictypes–
1.ExploratoryResearch
2.DescriptiveResearch
3.CausalResearch
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4. Types of Research Design
1.ExploratoryResearch–Researchdesignin
whichthemajoremphasisisongainingideas
andinsights
2.DescriptiveResearch–Researchdesignin
whichthemajoremphasisisondetermining
thefrequencywithwhichsomethingoccursor
theextenttowhichtwovariablescovary.
3.CausalResearch–Researchdesigninwhich
themajoremphasisisondeterminingcause-
and-effectrelationship.
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5. Relationships amongst Research Designs
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6. Types of Research Design
1.ExploratoryResearch–
Isconductedtoprovideabetter
understandingofasituation.
Itisn’tdesignedtocomeupwithfinal
answersordecisions.
Throughexploratoryresearch,researchers
hopetoproducehypothesesaboutwhatis
goingoninasituation.
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7. Types of Research Design
1.ExploratoryResearch–
Hypothesis–Astatementthatdescribeshow
twoormorevariablesarerelated.
Exploratoryresearchsometimesreferredto
asqualitativeresearch.
Itcanprovideveryrich,meaningful
informationordefinitiveexplanationsbut
doesn’tprovidedefinitiveanswersforthe
overallpopulation.
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8. Types of Research Design
1.ExploratoryResearch–
Exploratoryresearchisalsousedtoincrease
aresearcher'sfamiliaritywithaproblem.
Therearefollowingnumberofcommontypes
ofexploratoryresearch-
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9. Types of Exploratory research
1.ExploratoryResearch–
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10. Types of Exploratory research
1.ProjectiveTechniques–areindirectand
unstructuredmethodsofinvestigationwhichhave
beendevelopedbythepsychologistsanduse
projectionofrespondentsforinferringabout
underlinemotives,urgesorintentionswhich
cannotbesecurethroughdirectquestioningas
therespondenteitherresiststorevealthemoris
unabletofigureouthimself.
ThusProjectiveTechniquesplayaimportantrolein
motivationalresearchesorinattitudesurveys.
Ex.-WordAssociationTest,CompletionTest,
ConstructionTest,ExpressionTechniques.
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11. Types of Exploratory research
2.LiteratureSearch-Oneofthequickestandleast
costlywaystodiscoverhypothesesistoconduct
aliteraturesearch.
Theliteraturereferredare–tradejournals,
professionaljournals,marketresearchfinding
publications,statisticalpublicationsetc.
Ex.“Whyaresalesdown?”
Thiscanquicklybeanalyzedwiththehelpof
publisheddatawhichshouldindicate“whetherthe
problemisan“industryproblem”ora“firm
problem”.
Ex.ATVmanufacturingcompanyfeelsthatits
marketshareisdecliningwhereastheoverall
televisionindustryisdoingverywell.
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12. Types of Exploratory research
3.DepthInterviews-It’simportanttostartwitha
goodliteraturesearch,butatsomepointitis
desirabletotalktopersonswhoarewellinformed
intheareabeinginvestigated.
Thesepeoplecouldbeprofessionalsorpersons
outsidetheorganization.
Theapproachadoptedshouldbehighly
unstructured,sothattheparticipantcangive
divergentviews.
Depthinterviewsarewidelyusedtotapthe
knowledgeandexperienceofindividuals.
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13. Types of Exploratory research
4.FocusGroup-Inafocusgroup,onlyafew
peoplearebroughttogethertostudyandtalkover
somethemeofinterest.
Thediscussionisdirectedbyamoderatorwhoisin
theroomwiththefocusgroupparticipants.
Thegroupusuallyisof8-12persons.
Groupmembersshouldhaveacommon
backgroundandhavecomparableexperiencesin
buying.
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14. Types of Exploratory research
5.CaseAnalysis-Researcherscanunderstandalot
inregardstoaproblembystudyingcarefully
selectedexamplesorcasesofthephenomenon.
Casehistoriesofbusinessesthathavegone
throughanidenticalproblemmaybeavailable.
Thesecasestudiesaresuitabletoundertake
exploratoryresearch.
Aresearchermustexaminecarefullythepreviously
publishedcasestudieswithregardtovariableslike
price,advertisement,changesinthetrend,etc.
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15. Types of Exploratory research
6.Ethnography-Ethnographyisthesystematic
studyofpeopleandcultures.
Itisdesignedtoexploreculturalphenomenawhere
theresearcherobservessocietyfromthepointof
viewofthesubjectofthestudy.
Asamethodofdatacollectionethnographyentails
examiningthebehaviouroftheparticipantsina
certainspecificsocialsituationandalso
understandingtheirinterpretationofsuch
behaviour.
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16. Examples of Descriptive research
Whatarethemosteffectiveintangible
employeemotivationtoolsinhospitality
industryinthe21
st
century?
Docorporateleadersofmultinational
companiesinthe21
st
centurypossess
moralrightstoreceivemulti-million
bonuses?
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17. Descriptive research
Descriptiveresearchisconductedafterthe
researchergainsagoodunderstandingofthe
case.
Toidentifyingkeyelementsofvariousmarket
segments.
animportantprerequisiteindescriptive
research,especiallyincaseswhereitusedto
predictsalesrevenue,consumerattitudes,
satisfaction,andcommitment.
weusedescriptiveresearchforthefollowing
purposes:
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18. Descriptive research
Descriptiveresearchcanbeusedto
accomplishawidevarietyofresearch
objectives.
Exploratorystudiesareflexibleinnaturewhile
descriptivestudiesarenot;Theyrequirea
clearspecificationofthewho,what,when,
where,why,andhowoftheresearch.
weusedescriptiveresearchforthefollowing
purposes:
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19. Descriptive research
1.Todescribethecharacteristicsofcertain
groups.
2.Todeterminetheproportionofpeople
whobehaveinacertainway.
3.Tomakespecificpredictions.
4.Todeterminerelationshipsbetween
variables
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20. Descriptive research
ImportanceofDummyTablesinDescriptive
research-
Adummytableissimplyatable(orfigure)
usedtoshowhowtheresultsofananalysis
willbepresented.Itisa“dummy”table
becausetherearenoactualdatainthetable
(theyhaven'tbeencollectedyet).
Dummytablesareparticularlyvaluablein
providingcluesonhowtophrasetheindividual
questionsandcodetheresponses.
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21. Types of Descriptive research
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22. Types of Descriptive research
Across-sectionalstudyinvolvesdrawinga
sampleofelementsfromthepopulationof
interest.
Agreatdealofemphasisisplacedon
selectingsamplemembers,preferablywitha
probabilitysamplingplan,thetechniqueis
oftencalledasamplesurvey.
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23. Types of Descriptive research
Alongitudinalstudyinvolvesapanel(thatis,
afixedsampleofelements),fromwhich
measuresaretakenovertime.
Theelementsmaybestores,dealers,
individuals,orotherentities.
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24. Types of Descriptive research
Thepanel,orsample,remainsrelatively
constantovertime,althoughmembersmaybe
addedtoreplacedropoutsortokeepitas
representativeaspossible.
Therearetwotypesofpanels:continuous
panels(sometimescalledtruepanels)and
discontinuouspanels(sometimescalled
omnibuspanels).
Continuouspanels relyonrepeated
measurements of the same
variables.continuouspanelsallowtrue
longitudinalstudiesandtime-seriesanalysis.
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25. Types of Descriptive research
Ifyouuseashoppingcardatyourfavorite
grocerystoreorotherretailer,you'relikelypart
ofacontinuouspanel(andprobablydidn't
knowit).
Thebehavioralinformationobtainedallowsthe
companytobetterunderstanditscustomers
andtheirneeds.
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26. Types of Descriptive research
Discontinuouspanel–Afixedsampleof
respondentswhoaremeasuredrepeatedly
overtime,butonvariablethatchangefrom
measurementtomeasurement.
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27. Causal research
Descriptiveresearchisfinefortesting
hypothesesaboutrelationshipsbetween
variables,butweneedcausaldesignsfor
testingcause-and-effectrelationships.
Causalresearchdesignsworktoward
establishingpossiblecausalrelationships
throughtheuseofexperiments.
Managersmayliketoknowhowachangein
oneactivitymayleadtochangeinanother
eventofinterest.
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28. Causal research
howchangeinthepriceofproductwillchange
insalesvolume?
Hence,acausalresearchtriestofindoutthe
effectofamarketingactivityonadecision
variable.
Acausalinferencecanonlybesupported
whenveryspecificevidenceexists.These
evidencesareofthreetypesasdiscussed
here.
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29. Causal research
1.TemporalSequence.
2.ConcomitantVariation.
3.NonspuriousAssociation.
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30. Causal research
1.TemporalSequence:
Temporalsequencedealswiththetimeorder
ofevents.
Theeventsshouldhaveappropriateorderto
establishcausalinference,thecauseshould
happeneitherbeforeorduringtheeffect.
Ex.Thetrainingprogrammustbegiveneither
beforeorduringsalespeopleareinjobto
establisharelationshipthattraininghas
causedimprovementinjobperformance.
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31. Causal research
2.ConcomitantVariation:
Concomitantvariationoccurswhentwoevents
changesimultaneously,thatis,“covary”or
“correlate”.
Whenachangeinthecauseoccurs,achange
intheoutcomealsoisobserved.A
correlationcoefficientisoftenusedto
representconcomitantvariation.
Ex.Ifaretailstoreneverchangesits
employees’vacationpolicy,thenthevacation
policycannotpossiblyberesponsiblefora
changeinemployeesatisfaction. 31IBS Hyderabad

32. Causal research
3.NonspuriousAssociation:
Nonspuriousassociationmeans any
covariationbetweenacauseandaneffectis
true.
Aspuriousassociationisonethatisnottrue.
Acausalinferencecannotbemadeeven
thoughtheothertwoconditionsexistbecause
boththecauseandeffecthavesomecommon
cause;thatis,bothmaybeinfluencedbya
thirdvariable.
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33. Causal research
3.NonspuriousAssociation:
Ex.Whendiamondjewelrysaleincreases,the
saleofMercedescaralsoincreases.Do
peoplewhobuydiamondjewelryalsobuy
Mercedescar?Neednotbe!.
Theconcomitantvariationobservedbetween
diamondjewelrysalesandMercedescarsales
isspurious.Athirdvariableisactually
importanthere.
Thesalesofthesetwoproductsareincreasing
becausethedisposableincomeofpeoplehas
increased,Theeconomiccondition. 33IBS Hyderabad

34. Experiments as Causal Research
Experiment-Scientificinvestigationinwhich
aninvestigatormanipulatesandcontrolsone
ormoreindependentvariablesandobserves
thedegreetowhichthedependentvariables
changes.
Laboratoryexperiments –Research
investigationinwhichinvestigatorscreatea
situationwithexactconditionsinorderto
controlsomevariablesandmanipulateothers.
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35. Experiments as Causal Research
Fieldexperiments–Researchstudyina
realisticsituationinwhichoneormore
independentvariablesaremanipulatedbythe
experimentunderascarefullycontrolled
conditionsasthesituationwillpermit.
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36. Market testing
Acontrolledexperimentdoneinalimitedbut
carefullyselectedsectorofthemarketplace.
Keycausesinmarkettesting:
1.Cost
2.Time
3.Control
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37. Types of Test Markets
Therearethreegeneralcategoriesoftest
markets:
1.Standard–Companysellstheproductthroughits
normaldistributionchannels.
2.Controlled/forceddistributiontestmarket–An
entiretestprogramconductedbyanoutside
serviceinamarketwhichitcanguarantee
distribution.
3.Simulated–Astudyinwhichconsumerratings
andotherinformationarefedintoacomputer
modelthatthenmakesprojectionsaboutthelikely
levelofsalesfortheproductinthemarket.
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38. Comparing the 3 Types of Test Markets
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39. Review
UnderstandTypesofResearchdesigns-
Exploratory
Descriptive
Causal
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40. References
MARKETINGRESEARCH–ASOUTHASIAN
PERSPECTIVE byBrown,Sutter,Adhikari,
CengageLearning,India.
BusinessResearchMethods-DonaldR
Cooper,PamelaSSchindler,JKSharma,
MCGrawHillEducation
BusinessResearchMethods-NavalBajpai,
PearsonEducation,India.
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41. Thank You!
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