Chapter Three
Research Design
Research Design: Definition
• A research design is a framework or blueprint
for conducting the marketing research project.
It details the procedures necessary for
obtaining the information needed to structure
or solve marketing research problems.
Read the real research on page 69
How is this research designed ?
(procedure of the research design)
A good research design will ensure that the marketing research
project is conducted effectively and efficiently. Typically, a
research design involves the following components, or tasks:
1. Define the information needed (Chapter 2).
2. Design the exploratory, descriptive, and/or causal phases of the
research (Chapters 3–7).
3. Specify the measurement and scaling procedures (Chapters 8 and 9).
4. Construct and pretest a questionnaire (interviewing form) or an
appropriate form for data collection (Chapter 10).
5. Specify the sampling process and sample size (Chapters 11 and 12).
6. Develop a plan of data analysis (Chapter 14).
A Classification of Marketing Research Designs
Research Design
Exploratory Conclusive
Research Design Research Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Single Cross- Multiple Cross-
Sectional Design Sectional Design
Exploratory & Conclusive Research Differences
Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and examine
understanding relationships
Character- Information needed is defined only Information needed is clearly defined.
istics: loosely. Research process is flexible Research process is formal and
and unstructured. Sample is small structured. Sample is large and
and non-representative. Analysis of representative. Data analysis is
primary data is qualitative quantitative
Tentative
Findings/ Conclusive
Results:
Generally followed by further
Outcome: exploratory or conclusive research Findings used as input into decision
making
A Comparison of Basic Research Designs
Exploratory Descriptive Causal
Objective: Discovery of ideas Describe market Determine cause
and insights characteristics or and effect
functions relationships
Characteristics: Flexible, versatile Marked by the prior Manipulation of
formulation of specific independent
hypotheses variables, effect
on dependent
Often the front end Preplanned and variables
of total research structured design
design Control mediating
variables
Expert surveys Secondary data:
Methods: Pilot surveys quantitative analysis Experiments
Case studies Surveys
Secondary data: Panels
qualitative analysis Observation and other
qualitative research data
Uses of Exploratory Research
• Formulate a problem or define a problem
more precisely
• Identify alternative courses of action
• Develop hypotheses
• Isolate key variables and relationships for
further examination
• Gain insights for developing an approach to
the problem
• Establish priorities for further research
Methods of Exploratory Research
• Survey of experts (discussed in Chapter 2)
• Pilot surveys (discussed in Chapter 2)
• Secondary data analyzed in a qualitative way
(discussed in Chapter 4)
• Qualitative research (discussed in Chapter 5)
Use of Descriptive Research
• To describe the characteristics of relevant groups,
such as consumers, salespeople, organizations, or
market areas
• 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
• To make specific predictions
Methods of Descriptive Research
• Secondary data analyzed in a quantitative, as
opposed to a qualitative, manner (discussed in
Chapter 4)
• Surveys (Chapter 6)
• Panels (Chapters 4 and 6)
• Observational and other data (Chapter 6)
Uses of Causal Research
• To understand which variables are the cause
(independent variables) and which variables are the
effect (dependent variables) of a phenomenon
• To determine the nature of the relationship between
the causal variables and the effect to be predicted
• METHOD: Experiments/Relationship/Impact/Modeling
Read the Six Ws on pg. 74, 75
Try to implement Six Ws to plan and organize
your research (Let’s practice)
Potential Sources of Error in Research Designs
Total Error
Random Non-sampling
Sampling Error Error
Response Non-response
Error Error
Researcher Interviewer Respondent
Error Error Error
Surrogate Information Error Respondent Selection Error Inability Error
Measurement Error Questioning Error Unwillingness Error
Population Definition Error Recording Error
Sampling Frame Error Cheating Error
Data Analysis Error
Errors in Marketing Research
• The total error is the variation between the true
mean value in the population of the variable of
interest and the observed mean value obtained in
the marketing research project.
• Random sampling error is the variation between the
true mean value for the population and the true
mean value for the original sample.
• Non-sampling errors can be attributed to sources
other than sampling, and they may be random or
nonrandom: including errors in problem definition,
approach, scales, questionnaire design, interviewing
methods, and data preparation and analysis. Non-
sampling errors consist of non-response errors and
response errors.
Errors in Marketing Research
• Non-response error arises when some of
the respondents included in the sample
do not respond.
• Response error arises when respondents
give inaccurate answers or their answers
are misrecorded or misanalyzed.
Marketing Research Proposal
• Problem Definition/Objectives of the
Research
• Approach to the Problem
• Research Design
• Fieldwork/Data Collection
• Data Analysis
• Reporting
• Appendices
Chapter Three
Research Design