BUSINESS RESEARCH METHODS 306

RESEARCH DESIGN
Dr. Kamal K. Gupta
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.
Define the Information Needed
Design the Exploratory, Descriptive, and/or
Causal Phases of the Research
Specify the Measurement and Scaling
Procedures
Data Collection Instrument (Questionnaire,
checklist, etc.)
Specify the Sampling Process and the
Sample Size
Develop a Plan of Data Analysis
Components/Tasks Involved In a Research Design
FIGURE
3.8
TASKS
INVOLVE
D IN A
RESEAR
CH
DESIGN
A CLASSIFICATION OF MARKETING RESEARCH
DESIGNS
Single Cross-
Sectional Design
Multiple Cross-
Sectional Design
Research Design
Conclusive
Research Design
Exploratory
Research Design
Descriptive
Research
Causal
Research
Cross-Sectional
Design
Longitudinal
Design
TYPES OF RESEARCH
Exploratory Research
Used when seeking insights into the general nature
of a problem, the possible decision alternatives, and
the relevant variables that need to be considered
Descriptive Research
Provides an accurate snapshot of some aspect of the
market environment
Causal Research
Used when it is necessary to show that one variable
causes or determines the values of other variables

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
Literature Review
Focus Groups
Case Study
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
Surveys
Panels
Observational and other data
CROSS-SECTIONAL DESIGNS
Involve the collection of information from any given
sample of population elements only once.
In single cross-sectional designs, there is only one
sample of respondents and information is obtained from
this sample only once.
In multiple cross-sectional designs, there are two or
more samples of respondents, and information from each
sample is obtained only once. Often, information from
different samples is obtained at different times.
LONGITUDINAL DESIGNS
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
CROSS-SECTIONAL VS. LONGITUDINAL
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
F
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e

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C
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.

L
o
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a
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D
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g
n
s
USES OF CASUAL 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
EXPLORATORY & CONCLUSIVE RESEARCH
DIFFERENCES
Objective:


Character-
istics:






Findings/
Results:

Outcome:

To provide insights and
understanding.

Information needed is defined
only loosely. Research process is
flexible and unstructured.
Sample is small and non-
representative. Analysis of
primary data is qualitative.


Tentative.


Generally followed by further
exploratory or conclusive
research.
To examine relationships.

Information needed is clearly
defined. Research process is formal
and structured. Sample is large and
representative. Data analysis is
quantitative.




Conclusive.


Findings used as input into decision
making.
Exploratory Conclusive
A COMPARISON OF BASIC RESEARCH
DESIGNS
Objective:



Characteristics:








Methods:
Discovery of ideas
and insights


Flexible, versatile



Often the front end
of total research
design

Expert surveys
Pilot surveys
Secondary data:
Qualitative research
Describe market
characteristics or
functions

Marked by the prior
formulation of specific
hypotheses

Preplanned and
structured design


Secondary data:
quantitative analysis
Surveys
Panels
Observation and other
data
Determine cause
and effect
relationships

Manipulation of
one or more
independent
variables
Control of other
mediating
variables

Experiments
Exploratory Descriptive Causal
POTENTIAL SOURCES OF ERROR IN
RESEARCH DESIGNS
Surrogate Information Error
Measurement Error
Population Definition Error
Sampling Frame Error
Data Analysis Error
Respondent Selection Error
Questioning Error
Recording Error
Cheating Error
Inability Error
Unwillingness Error
Total Error
Non-sampling
Error
Random
Sampling Error
Non-response
Error
Response
Error
Interviewer
Error
Respondent
Error
Researcher
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.
POTENTIAL SOURCES OF ERROR IN
RESEARCH DESIGNS
Surrogate Information Error
Measurement Error
Population Definition Error
Sampling Frame Error
Data Analysis Error
Respondent Selection Error
Questioning Error
Recording Error
Cheating Error
Inability Error
Unwillingness Error
Total Error
Non-sampling
Error
Random
Sampling Error
Non-response
Error
Response
Error
Interviewer
Error
Respondent
Error
Researcher
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 at Citicorp is typical in that it is used to
measure consumer awareness of products, monitor their
satisfaction and attitudes associated with the product, track
product usage and diagnose problems as they occur. To
accomplish these tasks Citicorp makes extensive use of
exploratory, descriptive, and causal research. Often it is
advantageous to offer special financial packages to specific
groups of customers. In this case, a financial package is
being designed for senior citizens.

The following seven-step process was taken by
marketing research to help in the design.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE, AND
CAUSAL RESEARCH
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE,
AND CAUSAL RESEARCH
1) A taskforce was created to better define the market
parameters to include all the needs of the many Citicorp
branches. A final decision was made to include Americans
55 years of age or older, retired, and in the upper half of
the financial strata of that market.
2) Exploratory research in the form of secondary data analysis
of the mature or older market was then performed and a study
of competitive products was conducted. Exploratory qualitative
research involving focus groups was also carried out in order to
determine the needs and desires of the market and the level of
satisfaction with the current products.
In the case of senior citizens, a great deal of diversity was found
in the market. This was determined to be due to such factors
as affluence, relative age, and the absence or presence of a
spouse.
CITICORP BANKS ON EXPLORATORY, DESCRIPTIVE,
AND CAUSAL RESEARCH
3) The next stage of research was brainstorming. This
involved the formation of many different financial packages
aimed at the target market. In this case, a total of 10
ideas were generated.
CITICORP BANKS ON EXPLORATORY,
DESCRIPTIVE, AND CAUSAL RESEARCH
4) The feasibility of the 10 ideas generated in step 3 was then
tested. The ideas were tested on the basis of whether they
were possible in relation to the business. The following list of
questions was used as a series of hurdles that the ideas had to
pass to continue on to the next step.

Can the idea be explained in a manner that the target
market will easily understand?
Does the idea fit into the overall strategy of Citicorp?
CITICORP BANKS ON EXPLORATORY,
DESCRIPTIVE, AND CAUSAL RESEARCH
Is there an available description of a specific target market for the
proposed product?
Does the research conducted so far indicate a potential match for
target market needs, and is the idea perceived to have appeal to
this market?
Is there a feasible outline of the tactics and strategies for
implementing the program?
Have the financial impact and cost of the program been thoroughly
evaluated and determined to be in line with company practices?
In this study, only one idea generated from the brainstorming
session made it past all the listed hurdles and on to step 5.
CITICORP BANKS ON EXPLORATORY,
DESCRIPTIVE, AND CAUSAL RESEARCH
5) A creative work-plan was then generated. This plan was to emphasize
the competitive advantage of the proposed product as well as better
delineate the specific features of the product.

6) The previous exploratory research was now followed up with
descriptive research in the form of mall intercept surveys of people in
the target market range. The survey showed that the list of special
features was too long and it was decided to drop the features more
commonly offered by competitors.
CITICORP BANKS ON EXPLORATORY,
DESCRIPTIVE, AND CAUSAL RESEARCH
7) Finally, the product was test marketed in six of
the Citicorp branches within the target market.
Test marketing is a form of causal research.
Given successful test marketing results, the
product is introduced nationally.
CITICORP BANKS ON EXPLORATORY,
DESCRIPTIVE, AND CAUSAL RESEARCH
STEPS TO BE INCLUDED IN A BUSINESS
RESEARCH PROPOSAL
Executive Summary
Background
Definition of Research Problem
Objectives of the Research
Research Design
Data Collection/Fieldwork
Data Analysis
Reporting
Cost and Time
Appendices
THANK YOU!