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Research Design: Definition

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessar for obtaining the information needed to structure or sol!e marketing research problems.

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A "lassification of #usiness Research Designs

Degree of Problem Crystallization

Exploratory Research

Formalize Research

$ $

%oose &tructure 'bjecti!e of disco!ering future research task

$ $ $

(ell &tructure 'bjecti!e of sol!ing immediatel )nd result of e*plorer

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A "lassification of #usiness Research Designs

Method of Data Collection

Monitoring/ !bser ational

Communication/ Sur ey

Record the information a!ailable from obser!ation )*ample: A search of librar collection

Researcher interact with subject and collect their response usuall include communication medium as telephone sur!e personal inter!iew

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A "lassification of #usiness Research Designs

Researcher Control !f "ariable

Experiment

Ex post F#C$!

$ $ $

"ontrol - manipulate !ariable .referred when proof is sought

0o control o!er !ariable as the ha!e alread authored or the can not be controlled "annot influence b researcher

$ /ow !ariables are affecting

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A "lassification of #usiness Research Designs

$he $opical Scope

Statistical Study

Case Study

$ $

&tud in breadth "oncern with conditions at one point

$ $

&tud in depth )mphasis on full anal sis of limited number of e!ent

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A "lassification of #usiness Research Designs

Research En ironment

Field Studies

%aboratory Studies

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4 pes in Decision 5aking

Exploratory Research Recognizing and determining Decision Problem &dentify Course of #ction

E aluating Course of action Conclusi e Research Selecting course of action Performance Monitoring Research

&mplementing
6eedback

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Research Design Studies

Exploratory Research Design

Performance Monitoring Research Descripti e Research Cross'Sectional Design

Conclusi e Research Design

Causal Research

%ongitudinal Design

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)*plorator : "onclusi!e Research Differences

Exploratory
Objective: To provide insights and understanding. Information needed is defined only loosely. Research process is flexible and unstructured. Sample is small and nonrepresentative. Analysis of primary data is qualitative. Tentative.

Conclusive
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.

Characteristics:

Findings /Results: Outcome:

Conclusive.

Generally followed by further exploratory or conclusive research.

Findings used as input into decision making.

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A "omparison of #asic Research Designs

Exploratory
Objective:

Descriptive

Causal
Determine cause and effect relationships Manipulation of one or more independent variables Control of other mediating variables Experiments

Discovery of ideas Describe market and insights characteristics or functions Flexible, versatile Marked by the prior formulation of specific hypotheses Preplanned and structured design

Characteristics:

Often the front end of total research design Expert surveys Pilot surveys Secondary data Qualitative research

Methods:

Secondary data Surveys Panels Observation and other data

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;ses of )*plorator Research

6ormulate a problem or define a problem more precisel Identif alternati!e courses of action De!elop h potheses Isolate ke !ariables and relationships for further e*amination <ain insights for de!eloping an approach to the problem )stablish priorities for further research

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5ethods of )*plorator Research

&ur!e of e*perts. .ilot sur!e s. &econdar data anal =ed in a >ualitati!e wa . ?ualitati!e research.

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;se of Descripti!e Research

4o describe the characteristics of rele!ant groups@ such as consumers@ salespeople@ organi=ations@ or market areas. 4o estimate the percentage of units in a specified population e*hibiting a certain beha!ior. 4o determine the perceptions of product characteristics. 4o determine the degree to which marketing !ariables are associated. 4o make specific predictions

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"ross-sectional Designs

In!ol!e the collection of information from an gi!en sample of population elements onl once. In single cross'sectional designs( there is onl one sample of respondents and information is obtained from this sample onl once. In multiple cross'sectional designs@ there are two or more samples of respondents@ and information from each sample is obtained onl once. 'ften@ information from different samples is obtained at different times.

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%ongitudinal Designs

A fi*ed sample Aor samplesB of population elements is measured repeatedl on the same !ariables A longitudinal design differs from a crosssectional design in that the sample or samples remain the same o!er time

"ross-&ectional Data 5a 0ot &how "hange

4ime .eriod .eriod 8 &ur!e #rand A #rand # #rand " 4otal 299 399 ,99 8999

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#rand .urchased

.eriod 2 &ur!e 299 399 ,99 8999

%ongitudinal Data 5a &how &ubstantial "hange

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#rand .urchased in .eriod 8 #rand A #rand # #rand " 4otal

#rand .urchased in .eriod 2 #rand A 899 2, 2, 299 #rand # ,9 899 8,9 399 #rand " ,9 82, 22, ,99 4otal 299 399 ,99 8999

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;ses of "asual Research

4o understand which !ariables are the cause Aindependent !ariablesB and which !ariables are the effect Adependent !ariablesB of a phenomenon 4o determine the nature of the relationship between the causal !ariables and the effect to be predicted 5)4/'D: )*periments

"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

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5arketing Research at "iticorp is t pical 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 the occur. 4o accomplish these tasks "iticorp makes e*tensi!e use of e*plorator @ descripti!e@ and causal research. 'ften it is ad!antageous to offer special financial packages to specific groups of customers. In this case@ a financial package is being designed for senior citi=ens. 4he following se!en-step process was taken b marketing research to help in the design.

"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

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8B A taskforce was created to better define the market parameters to include all the needs of the man "iticorp branches. A final decision was made to include Americans ,, ears of age or older@ retired@ and in the upper half of the financial strata of that market.

"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

2B )*plorator research in the form of secondar data anal sis of the mature or older market was then performed and a stud of competiti!e products was conducted. )*plorator >ualitati!e research in!ol!ing focus groups was also carried out in order to determine the needs and desires of the market and the le!el of satisfaction with the current products.

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In the case of senior citi=ens@ a great deal of di!ersit was found in the market. 4his was determined to be due to such factors as affluence@ relati!e age@ and the absence or presence of a spouse.

"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

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3B 4he ne*t stage of research was brainstorming. 4his in!ol!ed the formation of man different financial packages aimed at the target market. In this case@ a total of 89 ideas were generated.

"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

+B 4he feasibilit of the 89 ideas generated in step 3 was then tested. 4he ideas were tested on the basis of whether the were possible in relation to the business. 4he following list of >uestions was used as a series of hurdles that the ideas had to pass to continue on to the ne*t step. $ "an the idea be e*plained in a manner that the target market will easil understandC $ Does the idea fit into the o!erall strateg of "iticorpC

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"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

Is there an a!ailable description of a specific target market for the proposed productC Does the research conducted so far indicate a potential match for target market needs@ and is the idea percei!ed to ha!e appeal to this marketC Is there a feasible outline of the tactics and strategies for implementing the programC /a!e the financial impact and cost of the program been thoroughl e!aluated and determined to be in line with compan practicesC

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In this stud @ onl one idea generated from the brainstorming session made it past all the listed hurdles and on to step ,.

"iticorp #anks on )*plorator @ Descripti!e@ and "ausal 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.

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"iticorp #anks on )*plorator @ Descripti!e@ and "ausal Research

2B 6inall @ the product was test marketed in si* of the "iticorp branches within the target market. 4est marketing is a form of causal research. <i!en successful test marketing results@ the product is introduced nationall .

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An ?uestionC