Research Design

2007 Prentice Hall

3-1

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.

2007 Prentice Hall

3-2

A Classification of Marketing Research Designs

Research Design Conclusive Research Design Descriptive Research Cross-Sectional Design Single CrossSectional Design
2007 Prentice Hall

Exploratory Research Design

Causal Research

Longitudinal Design

Multiple CrossSectional Design

3-3

Exploratory & Conclusive Research Differences

Exploratory
Objective: To provide insights and understanding.

Conclusive
To test specific hypotheses and examine relationships.

Characteristics:

Information needed is defined Information needed is clearly only loosely. Research process is defined. Research process is formal flexible and unstructured. and structured. Sample is large and Sample is small and nonrepresentative. Data analysis is representative. Analysis of quantitative. primary data is qualitative.

Findings/ Results: Outcome:

2007 Prentice Hall

Tentative.

Conclusive.

Generally followed by further exploratory or conclusive research.

Findings used as input into decision making.

3-4

A Comparison of Basic Research Designs

Exploratory
Objective: Discovery of ideas and insights

Descriptive
Describe market characteristics or functions

Causal
Determine cause and effect relationships

Characteristics:

Methods:

2007 Prentice Hall

Manipulation of Marked by the prior formulation of specific one or more independent hypotheses variables Often the front end Preplanned and Control of other of total research structured design mediating design variables Secondary data: Expert surveys quantitative analysis Experiments Pilot surveys Surveys Secondary data: qualitative analysis Panels Qualitative research Observation and other data Flexible, versatile

3-5

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

  

2007 Prentice Hall

3-6

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.

2007 Prentice Hall

3-7

Methods of Descriptive Research



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

  

2007 Prentice Hall

3-8

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. 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.
3-9

2007 Prentice Hall

Consumption of Various Soft Drinks by Various Age Cohorts

Percentage consuming on a typical day Age 8-19 20-29 30-39 40-49 50+ C1: cohort C2: cohort C3: cohort C4: cohort 2007 Prentice Hall 1950 52.9 45.2 33.9 23.2 18.1 born born born born 1960 62.6 60.7 46.6 40.8 28.8 C1 prior to 1900 1901-10 1911-20 1921-30 1969 73.2 76.0 67.7 58.6 50.0 C2 C5: C6: C7: C8: 1979 81.0 75.8 71.4 67.8 51.9 C3 cohort cohort cohort cohort born born born born C8 C7 C6 C5 C4 1931-40 1940-49 1950-59 1960-69
3-10

Longitudinal Designs


A fixed sample (or samples) of population elements is measured repeatedly on the same variables A longitudinal design differs from a crosssectional design in that the sample or samples remain the same over time

2007 Prentice Hall

3-11

Cross-sectional vs. Longitudinal

CrossSectional Design Sample Surveyed at T1

Longitudinal Design

Sample Surveyed at T1

Same Sample also Surveyed at T2 T2

3-12

Time
2007 Prentice Hall

T1

Relative Advantages and Disadvantages of Longitudinal and Cross-Sectional Designs

Evaluatio n Criteria Detecting Change Large amount of data collection Accuracy Representative Sampling Response bias Cross-Sectional Longitudinal Design Design + + + + + -

Note: A + indicates a relative advantage over the other design, whereas a - indicates a relative disadvantage.

2007 Prentice Hall

3-13

Cross-Sectional Data May Not Show Change

Brand Purchased Time Period Period 1 Survey Brand A Brand B Brand C Total 200 300 500 1000 Period 2 Survey 200 300 500 1000

2007 Prentice Hall

3-14

Longitudinal Data May Show Substantial Change

Brand Purchased in Period 1 Brand A Brand B Brand C Total Brand Purchased in Period 2 Brand A 100 25 75 200 Brand B 50 100 150 300 Brand C 50 175 275 500 Total 200 300 500 1000

2007 Prentice Hall

3-15

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

2007 Prentice Hall

3-16