TYBMS

Prof. Hemant Kombrabail

RESEARCH DESIGNS
The next step after stating the management problem, research purpose, and research hypotheses and uestions, is to formulate a research design. The starting point for the research design is, in fact, the research uestions and hypotheses that ha!e been so carefully de!eloped. "n essence, the research design ans#ers the uestion$ Ho# are #e going to get ans#ers to these research uestions and test these hypotheses% The research design is a plan of action indicating the specific steps that are necessary to pro!ide ans#ers to those uestions, test the hypotheses, and thereby achie!e the research purpose that helps choose among the decision alternati!es to sol!e the management problem or capitali&e on the mar'et opportunity DEFINITIONS OF RESEARCH DESIGN: (1) According to David J. L c! and Rona"d S. R #in$ "A research design is the determination and statement of the general research approach or strategy adopted/or the particular project. It is the heart of planning. If the design adheres to the research objective, it will ensure that the client's needs will be served." (%) According to &'r"ing'r "Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research uestions and to control variance." (() According to Green and Tull "A research design is the specification of methods and procedures for ac uiring the information needed. It is the over!all operational pattern or framewor" of the project that stipulates what information is to be collected from which source by what procedures." The second definition includes three important terms ( plan, structure and strategy. The plan is the outline of the research scheme on #hich the researcher is to #or'. The structure of the research #or' is a more specific scheme and the strategy suggests ho# the research #ill be carried out i.e. methods to be used for the collection and analysis of data. "n brief, research design is the blueprint of research. "t is the specification of methods and procedures for ac uiring the information needed for sol!ing the problem. )uestionnaires, forms and samples for in!estigation are decided #hile framing research design. *inally, the research design enables the researcher to arri!e at certain meaningful conclusions at the end of proposed study. STE)S IN )LANNING THE RESEARCH DESIGN: There are four broad steps in!ol!ed in planning the research design as explained belo#$ (1) D't'r*ining +or! invo"v'd in t,' -ro.'ct: The first step in planning research design is determining the #or' in!ol!ed in the pro+ect( and designing a #or'able plan to carry out the research #or' #ithin specific time limit. The #or' in!ol!ed includes the follo#ing$ ,a- To formulate the mar'eting problem ,b- To determine information re uirement ,c- To identify information sources ,d- To prepare detailed plan for the execution of research pro+ect.

TYBMS

Prof. Hemant Kombrabail

This preliminary step indicates the nature and !olume of #or' in!ol!ed in the research #or'. /arious forms re uire for research #or' #ill be decided and finalised. The sample to be selected for the sur!ey #or' #ill also be decided. Staff re uirement #ill also be estimated. 0etails #ill be #or'ed out about their training and super!ision on field in!estigators, etc. "n addition, the uestionnaire #ill be prepared and tested. This is ho# the researcher #ill prepare a blue(print of the research pro+ect. 1ccording to this blueprint the #hole research pro+ect #ill be implemented. The researcher gets clear idea of the #or' in!ol!ed in the pro+ect through such initial planning of the pro+ect. Such planning a!oids confusion, misdirection and #astage of time, money and efforts at later stages of research #or'. The #hole research pro+ect mo!es smoothly due to initial planning of the research pro+ect. (%) E/ti*ating co/t/ invo"v'd: The second step in planning research design is estimating the costs in!ol!ed in the research pro+ect. M2 pro+ects are costly as the uestionnaire is to be prepared in large number of copies, inter!ie#ers are to be appointed for data collection and staff #ill be re uired for tabulation and analysis of data collected. *inally, experts #ill be re uired for dra#ing conclusions and for #riting the research report. The researcher has to estimate the expenditure re uired for the execution of the pro+ect. The sponsoring organisation #ill appro!e the research pro+ect and ma'e suitable budget pro!ision accordingly. The cost calculation is a complicated +ob as expenditure on different heads #ill ha!e to be estimated accurately. The cost of the pro+ect also needs to be !ie#ed from the !ie#point of its utility in sol!ing the mar'eting problem. 1 comprehensi!e research study for sol!ing comparati!ely minor mar'eting problem #ill be uneconomical. (() )r'-aring ti*' /c,'d "': Time factor is important in the execution of the research pro+ect. Planning of time schedule is essential at the initial stage. Time calculation relates to the preparation of uestionnaire and its pre(testing, training of inter!ie#ers, actual sur!ey #or', tabulation and analysis of data and finally reports #riting. Time re uirement of each stage needs to be #or'ed out systematically. Such study #ill indicate the time re uirement of the #hole pro+ect. Too long period for the completion of research #or' is undesirable as the conclusions and recommendations may become outdated #hen actually a!ailable. Similarly, time(consuming research pro+ects are not useful for sol!ing urgent mar'eting problems faced by a company. Preparing time schedule is not ade uate in research design. "n addition, all operations in!ol!ed in the research #or' should be carried out strictly as per time schedule already prepared. "f necessary remedial measures should be adopted in order to a!oid any de!iation in the time schedule. This brings certainty as regards the completion of the #hole research pro+ect in time.

TYBMS

Prof. Hemant Kombrabail

(0) 1'ri23ing r'/ "t/: M2 findings need to be dependable to the sponsoring organisation. 2esearcher may create ne# problems before the sponsoring organisation if the research #or' is conducted in a faulty manner. Such unreliable study is dangerous as it may create ne# problems. "t is therefore, necessary to 'eep effecti!e chec' on the #hole research #or' during the implementing stage. *or this suitable pro!isions need to be made in the research design. 1fter deciding the details of the steps noted abo!e, the bac'ground for research design #ill be ready. Thereafter, the researcher has to prepare the research design of the #hole pro+ect. He has to present the pro+ect design to the sponsoring agency or higher authorities for detailed consideration and appro!al. The researcher can start the research pro+ect ,as per design- after securing the necessary appro!al to the research design prepared.

T4)ES OF RESEARCH DESIGNS 1 research design is li'e a roadmap4you can see #here you currently are, #here you #ant to be at the completion of your +ourney, and can determine the best ,most efficient and effecti!e- route to ta'e to get to your destination. 5e may ha!e to ta'e unforeseen detours along the #ay, but by 'eeping our ultimate ob+ecti!e constantly in mind and using our map #e can arri!e at our destination. 6ur research purpose and ob+ecti!es suggest #hich route ,design- might be best to get us #here #e #ant to go. but there is more than one #ay to 7get there from here.7 8hoice of research design is not li'e sol!ing a problem in algebra #here there is only one correct ans#er and an infinite number of #rong ones. 8hoice of research design is more li'e selecting a cheeseca'e recipe4some are better than others but there is no one #hich is uni!ersally accepted as 7best.7 Successfully completing a research pro+ect consists of ma'ing those choices that #ill fulfill the research purpose and obtain ans#ers to the research uestions in an efficient and effecti!e manner. 8hoice of design type is not determined by the nature of the strategic decision faced by the manager such that #e #ould use research design 1 #hene!er #e need to e!aluate the extent of a ne# product opportunity, or design B #hen deciding on #hich of t#o ad!ertising programs to run. 2ather, choice of research design is influenced by a number of !ariables such as the decision ma'er9s attitude to#ard ris', the types of decisions being faced, the si&e of the research budget, the decision(ma'ing time frame, the nature of the research ob+ecti!es, and other subtle and not(so(subtle factors. Much of the choice, ho#e!er, #ill depend upon the fundamental ob+ecti!e implied by the research uestion$ : To conduct a general e#ploration of the issue, gain some broad insights into the phenomenon, and achie!e a better 7feel7 for the sub+ect under in!estigation ,e.g.. 5hat do customers mean by 7good !alue7%-. : To describe a population, e!ent, or phenomenon in a precise manner #here #e can attach numbers to represent the extent to #hich something occurs or determine the degree t#o or more !ariables co!ary ,e.g., determine the relationship bet#een age and consumption rate-.

TYBMS

Prof. Hemant Kombrabail

: To attribute cause and effect relationships among t#o or more !ariables so that #e can better understand and predict the outcome of one !ariable ,e.g., sales- #hen !arying another ,e.g., ad!ertising-.

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This classification is fre uently used and is uite popular. Before #e discuss each of these design types, a cautionary note is in order. Some might thin' that the research design decision suggests a choice among the design types. 1lthough there are research situations in #hich all the research uestions might be ans#ered by doing only one of these types ,e.g., a causal research experiment to determine #hich of three prices results in the greatest profits-, it is more often the case that the research design might in!ol!e more than one of these types performed in some se uence. The o!erall research design is intended to indicate exactly ho# the different design types #ill be utili&ed to get ans#ers to the research uestions or test the hypothesis.

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TYBMS

Prof. Hemant Kombrabail

1 further cautionary note is needed to #arn the reader that #hile it may appear that if se uencing is done the se uence #ould be exploratory, descripti!e, then causal, that is not al#ays the case. *or example, some companies may do an annual sur!ey of consumers to determine the fre uency #ith #hich certain beha!iors are performed ,e.g., #ashing dishes by hand- follo#ed by exploratory research that probes to gain an in(depth understanding of the circumstances surrounding that beha!ior ,i.e., descripti!e then exploratory rather than exploratory then descripti!e-. "t is not hard to imagine a research design that might se uence as exploratory, then descripti!e, then exploratory againC or causal, then descripti!e. "t is important to remember that because a research design is a plan of action to obtain ans#ers to the research uestions, it is those uestions that suggest #hich design types are necessary and the se uence of conducting those design types, if a se uence is needed. 1n example later in this chapter #ill be used to illustrate this point. 5ith these cautions in mind #e #ill no# discuss the design types in greater detail. 1. E5-"orator3 R'/'arc,: 1 mar'eting research study may be either exploratory or full scale. =xploratory research is conducted #hen the researcher does not 'no# ho# and #hy certain phenomenon occurs. Here, the hypothetical solutions or actions are explored and e!aluated by the decision(ma'er, e.g. e!aluation of uality of ser!ice of a ban'DhotelDairline. Here, the uality cannot be assessed directly as tangible features are not a!ailable. The purpose of exploratory research is to 'no# the un'no#n. =xploratory research determines fruitful alternati!es that the executi!e #ould not ha!e percei!ed. This also narro#s do#n the scope of the in!estigation. =xploratory research is underta'en to get the ans#er to the follo#ing uestion. 75hat alternati!e courses of action might sol!e the problem and thereby reach the final ob+ecti!e%7 This research is unstructured in character. =xploratory studies are important. They may pro!ide ade uate information on a decision situation or may greatly facilitate the design of formal research studies. To explore means to find out or disco!er. =xploratory research is conducted in order to find out causesDreasons behind a specific mar'eting problem. "t is the starting point in all types of research pro+ects. The purpose of exploratory research is to define the mar'eting problem precisely, collect re uired informationDdata relating to the problem and identify alternati!e courses of action in order to deal #ith the mar'eting problem. *or example, ad!ertising campaign of a company may not gi!e positi!e results in terms of sales. The failure of campaign may be due to many possible causes relating to ad!ertising copy, media selected, faulty pre(testing, faulty illustration gi!e, #rong timing of ad. campaign or finally inade uate follo#(up measures to the ad. campaign. "n the exploratory research, the possible causes #ill be identified, the most appropriate causes #ill be selected, hypothesis #ill be de!eloped and research acti!ity #ill be conducted accordingly. Sur!ey of consumers, retailers, sales executi!es and sales(force #ill be useful for exploratory research. 6n some occasions, small scale sales sur!ey may pro!ide useful data for exploratory research.

TYBMS

Prof. Hemant Kombrabail

"n exploratory research, the stressDfocus is on the disco!ery of ideasDcauses. *or example, sales may be declining for the last six months. )uic' study may be conducted to find out the causesDfactors responsible. Such causes #ill be listed. Here, an exploratory studyDresearch may be conducted in order to find out the most li'ely cause so as to introduce suitable remedial measures. The ob+ecti!e of exploratory research is to generateDdisco!er ne# ideas. The secondaryDpublished data can be used for exploratory research as such data are easily a!ailable. "f the ser!ices of respondents are used ,for sur!ey purpose-, they should be gi!en full freedom to express themsel!es. The same rule should be made applicable to focus groups. =xploratory research is useful for the study of mar'eting problems about #hich sufficient informationDdetails are not a!ailable. =xploratory study needs to be flexible in its approach. =xploratory 2esearch is used$ To define the problem more precisely To identify rele!ant courses of action i.e. find the most li'ely alternati!es, #hich are then turned into hypotheses. "solate 'ey !ariables and relationships for further examinations. >ain insights for de!eloping an approach to a problem. =stablish priorities for further research. 6nce a hypothesis is formulated, research is used to determine if the hypothesis #as correct. Hypothesis is tentati!e ans#ers to uestions that ser!e as guides for most research pro+ects =xploratory research may also be in!ol!ed #hen the percei!ed problem is much less generalC it is used to de!elop the most promising hypotheses. The findings of exploratory research should be regarded as tentati!e or as an input to further research. Typically, such research is follo#ed by further exploratory or conclusi!e research. The analysis of primary data is ualitati!e. "n general, exploratory research is meaningful in any situation in #hich the researcher does not ha!e enough understanding to proceed #ith the research pro+ect. %. Conc" /iv' R'/'arc, D'/ign 8onclusi!e 2esearch 0esign is typically more formal and structured than exploratory research. "t is based on large representati!e samples, and the data obtained are sub+ected to uantitati!e analysis. 8onclusi!e 2esearch is designed to assist ,he decision ma'er in determining, e!aluating and selecting the best course of action to ta'e in a gi!en situation. 1s sho#n in the figure conclusi!e research designs may be either descripti!e or causal and descripti!e designs may be either cross(sectional or longitudinal. (A) D'/cri-tiv' R'/'arc,: 0escripti!e research is underta'en #hen the researcher desires to 'no# the characteristics of certain groups such as age, sex, occupation, income or education. The

TYBMS

Prof. Hemant Kombrabail

ob+ecti!e of descripti!e research is to ans#er the 7#ho, #hat, #hen, #here and ho#7 of the sub+ect under studyDin!estigation. 0escripti!e studies are normally factual and simple. Ho#e!er, such studies can be complex, demanding scientific s'ill on the part of researcher. 0escripti!e studies are #ell structured. "t tends to be rigid and its approach cannot be changed often and again. "n descripti!e studies, the researcher has to gi!e ade uate thought to framing research uestions and deciding the data to be collected and the procedure to be used for this purpose. 0ata collected may pro!e to be inade uate if the researcher is not careful in the initial stages of data collection. 0escripti!e research designs are used for some definite purpose. 0escripti!e research cannot identify cause and effect relationship. 0escripti!e research is designed to describe the present situation or the features of a group or users of a product. "n mar'eting, such research is underta'en to 'no# the characteristics of certain groups or users of a product such as age, sex education, income etc. Such research studies are based on secondary data or sur!ey research. The ma+or ob+ecti!e of descripti!e research is to describe something ( usually mar'et characteristics or functions 1 ma+or difference bet#een exploratory and descripti!e research is that descripti!e research is characteri&ed by the prior formulation of the hypotheses. Thus, the information needed is clearly defined. 1s a result, descripti!e research is preplanned and structured. "t is typically based on large representati!e samples 1 formal research design specifies the methods for selecting these sources of information and for collecting data from those sources. 6/'/ o2 D'/cri-tiv' R'/'arc,: 0escripti!e research is conducted for the follo#ing reasons .. To describe the characteristics of rele!ant groups, such as consumers, salespeople, or organi&ations, or mar'et areas. *or e.g. #e could de!elop a profile of the 7hea!y users7 ,fre uent shoppers- of prestigious department stores such as Shoppers Stop. 3. To estimate the percentage of units in a specified population exhibiting a certain beha!ior e.g. the percentage of hea!y users of prestigious department stores #ho also patroni&e discount department stores. ;. To determine the 7 perceptions of product characteristics. *or e.g. ho# do households percei!e the !arious department stores in terms of salient factors of the choice criteria% <. To determine the degree to #hich mar'eting !ariables are associated. *or e.g.$ to #hat extent is shopping at department stores related to eating out% E. To ma'e specific predictions. *or e.g. #hat #ill be retail sales of Shoppers stop ,specific store- for fashion clothing ,specific product category- in the Mumbai area ,specific region-%

TYBMS

Prof. Hemant Kombrabail

F. To collect demographic information of consumersDusers of a product under study. G. *or finding out !ie#s and attitudes of customers, e.g. ho# many customers prefer branded goods or "S" mar'ed goods. H. Ma'e predictions about future mar'eting trends, consumer needs or expectations or possible sales after InJ years. K. To disco!er the relationship bet#een certain !ariables, e.g. sale of toothpaste among rural population and urban population or rate of sa!ings among lo#, middle and higher income groups. 0escripti!e research can be di!ided into the follo#ing t#o categories$ (a) Cro//7/'ctiona" /t di'/ 8ross(sectional study is a study in!ol!ing a sample of elements from the population of interest at a single point of time. "t is a study concerned #ith a sample of elements from a gi!en population. Such sample may deal #ith households, dealers, retail stores and other entities. "nformationDdata on a number of characteristics are collected from the sample elements. Such data are analy&ed for dra#ing conclusions. 8ross sectional studies include field studies and sur!eys. *ield studies are conducted is the life situations such as schools, factories, institutions, etc. Here, the inter(relations among !ariables are studied under real setting. The cross( sectional analysis in!ol!es counting the simultaneous occurrence of the !ariables of interest. *ield studies ha!e certain merits and limitations. The important merit is that such studies are close to real life and cannot be criticised on the ground that they are a#ay from real settings or are artificial. *ield studies are also socially significant. Ho#e!er such studies are scientifically inferior to laboratory and field experiments. There is also lac' of precision in the measurement of !ariables. 8ross(sectional study is possible through sur!ey. Sur!ey research is #ide in scope. 0etailed information can be collected from a sample of large population. This method is also economical as more information can be collected per unit of cost. The time re uired for sample sur!ey is also less than a census(in uiry. Ho#e!er, in sur!ey research, more importance is gi!en to information collection and not to in(depth analysis. Secondly, sur!ey research needs more time and money #hen conducted on a large scale. (#) Longit dina" /t di'/ Aongitudinal studies are based on panel methods and panel data. 1 panel is a sample of respondents #ho are inter!ie#ed not only once but thereafter from time to time. Here data to be collected relate to same !ariables but the measurements are ta'en repeatedly. *or example, purchase of grocery products by familiesD households at regular inter!als. Such data #ill reflectDindicate change in the buying beha!iour of familiesDhouseholds. There are many ad!antages and limitations of panel data. Panel data are suitable #hen the researcher underta'e detailed analysis. Similarly, panel data are more comprehensi!e as compared to data collected from indi!idual families. *inally, panel data collected is more accurate as compared to data collected through sur!ey. These ad!antages of panel data impro!e the uality of research findings and conclusions.

TYBMS

Prof. Hemant Kombrabail

There are certain limitations of panel data. *or example, panels used for data collection may not be representati!e samples. Panel members may not be co(operati!e or may lea!e the panel membership. 1s a result, the representati!e character of the original sample may be ad!ersely affected. Secondly, panel members may report #rong data. Their interest may reduce gradually and they may supply information in a casual manner. Their sense of participationDresponsibility may reduce. This #ill affect the uality of data and also of findings. (8) Ca /a" R'/'arc,: 8ausal research design is the third type of research design. 1s the name indicates, 8ausal design in!estigates the cause and effect relationship bet#een t#o or more !ariables. This design measures the extent of relationship bet#een the !ariables. 8ausal research designs attempt to specify the nature of functional relationship bet#een t#o or more !ariables. 8ausal research is useful to sho# the impact of one !ariable on the other. *or example, price and mar'et demand relationship or relationship bet#een mar'et competition and sales performance. =!en the positi!eDnegati!e effect of ad!ertising on sales can be studied through 8ausal research. The relationship bet#een the 8ausal factors can be studied through 8ausal research. "n addition, the !ariables #hich create effect on other !ariables can be studied in depth through 8ausal research. 0ata for 8ausal research can be collected through field sur!ey #ith the help of a uestionnaire or by conducting laboratory experiments D controlled experiments. Aaboratory experiments are possible in the case of testing of ne# products or pac'age design. The 8ausal research design is based on reasoning. The designs for 8ausal research can be di!ided into three categories$ ,a- Historical ,b- Sur!ey ,c- =xperimental. I9)ORTANCE : 6TILIT4 OF RESEARCH DESIGN 2esearch design is important as it prepares proper frame#or' #ithin #hich the research #or'Dacti!ity #ill be actually carried out 2esearch design acts as a blue print for the conduct of the #hole research pro+ect. "t introduces efficiency in in!estigation and generates confidence in the final outcome of the study. 2esearch design gi!es proper direction and time(table to research acti!ity. "t 'eeps ade uate chec' on the research #or' and ensures its completion #ithin certain time limit. "t 'eeps the #hole research pro+ect on the right trac'. 2esearch design a!oids possible errors as regards research problem, information re uirement and so on. "t gi!es practical orientation to the #hole research #or' and ma'es it rele!ant to the mar'eting problems faced by the sponsoring organisation. *inally, it ma'es the #hole research process compact and result(oriented. 1 researcher

TYBMS

Prof. Hemant Kombrabail

should not go ahead #ith his research pro+ect unless the research design is planned properly.

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