1) Overview 2) Research Design: - - PDF document

FEP Market Research LGE 508 Research Design 1

• 1) Overview

2) Research Design: Definition 3) Research Design: Classification 4) Exploratory Research 5) Descriptive Research i. Cross-Sectional Design ii. Longitudinal Design iii. Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs 6) Causal Research 7) Relationships Among Exploratory, Descriptive, and Causal Research 8) Potential Sources of Error i. Random Sampling Error ii. Non-sampling Error a. Non-response Error b. Response Error 9) Budgeting and Scheduling 10) Marketing Research Proposal 11) International Marketing Research 12) Ethics in Marketing Research

FEP Market Research LGE 508 Research Design 2

• 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
• Construct and pretest a questionnaire (interviewing

form) or an appropriate form for data collection

• Specify the sampling process and sample size
• Develop a plan of data analysis

FEP Market Research LGE 508 Research Design 3

• 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

• Objective:

Character- istics: Findings /Results: Outcome: To provide insights and understanding. Information needed is defined

• nly 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 test specific hypotheses and 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

FEP Market Research LGE 508 Research Design 4

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 Surveys Panels Observation and

• ther data

Determine cause and effect relationships Manipulation of

• ne or more

independent variables Control of other mediating variables Experiments

Exploratory Descriptive Causal

• 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

FEP Market Research LGE 508 Research Design 5

• Survey of experts
• Pilot surveys
• Secondary data analyzed in a

qualitative way

• Qualitative research
• To describe the characteristics of relevant

groups, such as consumers, salespeople,

• rganizations, 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

FEP Market Research LGE 508 Research Design 6

• Secondary data analyzed in a quantitative as
• pposed to a qualitative manner
• Surveys
• Panels
• Observational and other data

!

• Involve the collection of information from any given sample of

population elements only once.

• In single cross-sectional designs, there is only one sample
• f respondents and information is obtained from this sample
• nly once.
• In multiple cross-sectional designs, there are two or more

samples of respondents, and information from each sample is

• btained only once. Often, information from different samples

is obtained at different times.

• Cohort analysis consists of a series of surveys conducted at

appropriate time intervals, where the cohort serves as the basic unit of analysis. A cohort is a group of respondents who experience the same event within the same time interval.

FEP Market Research LGE 508 Research Design 7 "# $"

• !"#$"

%

• 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

FEP Market Research LGE 508 Research Design 8

• %!#

%&#

• '#

( ) $# ( ( )! *$## " +&'!# +

• ,-. $#&$&&

$/0-. $#&$$&

!# &#'

1$ $ 2!$ $ $ ' &" ' &" 1$

• 1$1
• 1$
• 2#

FEP Market Research LGE 508 Research Design 9

%#' #$

1$ $ $ 1$ $$ 1$ 1$1 1$ 2# 1$ 1$1 1$ 2#

• 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

FEP Market Research LGE 508 Research Design 10

(#

• 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

• 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
• ther 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.

FEP Market Research LGE 508 Research Design 11

• 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

• r misanalyzed.

34+ "# $ ! ! 0 * $ / ! *$ $$0$ /4 $ $ $ #! " 2 !# 4 !4 5& * 5#"/ $&/ $ # 6* $& **#*#4* * ! 7 / *# 4 $$*8 2*##0 & 04"!4 #$ ))

FEP Market Research LGE 508 Research Design 12

))

• 9 4* 0 $ $* !4

!# $##$*!" *#$0!$# $! "*#$/$/$ #** *#*!4

9%5#"*!*$"$#" *! #$!40*!$$ $" *!&$ 0$ $%5#": #& &#&* 0#$ $ $!$$$*!4$#&#* *0 $ 7*8/ $#*$&"0 * $!42 0$!$$ ***# / #&/$ *

))

FEP Market Research LGE 508 Research Design 13

925*0!2 &#&$ *! * !" $** *# 4 !$ !4 7 / #*$0$ ))

• 92*#"*$$0

$2$0$*0"0 ## 2*##0#*: 0 $* $#$$ 5 ; $5#$! !40###" $$< ; ($*&##"* <

))

FEP Market Research LGE 508 Research Design 14

7&##$**!4 *$$ < ($ $*$# !*!4$/$$&$ &#!4< 7*# #*$* !#!!< =&*#!$*! #"&# $$$!$#0 !"< 7 $"/#"$$*!! !$###$ $#$

))

• 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.

))

FEP Market Research LGE 508 Research Design 15

9>##"/$ 0!4$5* 0 !4 2 !4 *! * # ?& * # !4 #/ $ $ $##" ))

• (
• Executive Summary
• Background
• Problem Definition/Objectives of the

Research

• Approach to the Problem
• Research Design
• Fieldwork/Data Collection
• Data Analysis
• Reporting
• Cost and Time
• Appendices

FEP Market Research LGE 508 Research Design 16

*+,

• ?*#$

6# + / 7 @AA000*#$#!9/ $ B/ / $"*?*#$ # ? 2 6# + $ * / &"/ $ ## & 7 2 !" # -#. * # / 7 /*!0$0 &"!#2 !# !" $ * $& $ #4#! ###$/0## # $# $ # $ # !#!$+$!"#*! $7 7 0 4 &" $ C"#!"DB 2*- &". 4* !# $$/ " * ! $/ # $ *! $D #$ 6 7 $/?*#$6#! 0 $ 0## $

• 7&4* # &"

**$"!0$ & $ 2 & &# # 8 7&#**$7 ! 0 ?*#$D 7 # ,0 !##" : #*" * 8 0$$ !#" $0

*+,