Overview of Research DesignsFigure 1.4 The Marketing Research ProcessResearch DesignFigure 3.8 Tasks Involved in a Research DesignA Classification of Market Research DesignsSlide 6Exploratory ResearchExploratory Research TechniquesSlide 9Conclusive ResearchTypes of Conclusive ResearchCommon Characteristics of Descriptive StudiesFigure 3.5 Major Types of Descriptive StudiesFigure 3.6 Cross Sectional vs. Longitudinal DesignsCross-Sectional vs. Longitudinal DesignsFigure 3.7 Some Alternative Research DesignsCommon Characteristics of Causal StudiesHow Descriptive & Causal Designs DifferComparison of Research DesignsBasic Research MethodsWhich is the “Best” Research Design & Method?Overview of Research Overview of Research DesignsDesignsThe Marketing Research ProcessThe Marketing Research ProcessStep 1: Defining the ProblemStep 2: Developing an Approach to the ProblemStep 3: Formulating a Research DesignStep 4: Doing Field Work or Collecting DataStep 5: Preparing and Analyzing DataStep 6: Preparing and Presenting the ReportResearch Design•A master plan that specifies the methods and procedures for collecting and analyzing needed information.Define the Information NeededDesign the Exploratory, Descriptive, and/or Causal Phases of the ResearchSpecify the Measurement and Scaling ProceduresConstruct a QuestionnaireSpecify the Sampling Process and the Sample SizeDevelop a Plan of Data AnalysisTasks Involved In a Research DesignToday’s TopicA Classification of Market Research DesignsResearch DesignExploratory ResearchConclusive ResearchSecondary DataExperience SurveysPilot StudiesCase StudiesSee next slideA Classification of Market Research DesignsResearch DesignExploratory ResearchConclusive ResearchSee previous slideDescriptive DesignCausal DesignCross-sectional StudyLongitudinal StudySecondary Data StudyObservationExperimentSurveyExploratory Research•Usually conducted during the initial stage of the research process•Purposes–To narrow the scope of the research topic, and–To transform ambiguous problems into well-defined onesExploratory Research Techniques•Secondary Data Analysis–Secondary data are data previously collected & assembled for some project other than the one at hand•Pilot Studies–A collective term for any small-scale exploratory research technique that uses sampling but does not apply rigorous standards–Includes•Focus Group Interviews–Unstructured, free-flowing interview with a small group of people•Projective Techniques–Indirect means of questioning that enables a respondent to project beliefs and feelings onto a third party or an inanimate object–Word association tests, sentence completion tests, role playingExploratory Research Techniques•Case Studies–Intensively investigate one or a few situations similar to the problem situation•Experience Surveys–Individuals who are knowledge about a particular research problem are questionedConclusive Research•Provide specific information that aids the decision maker in evaluating alternative courses of action•Sound statistical methods & formal research methodologies are used to increase the reliability of the information•Data sought tends to be specific & decisive•Also more structured & formal than exploratory dataTypes of Conclusive Research•Descriptive Research–Describes attitudes, perceptions, characteristics, activities and situations.–Examines who, what, when, where, why, & how questions•Causal Research–Provides evidence that a cause-and-effect relationship exists or does not exist.–Premise is that something (and independent variable) directly influences the behavior of something else (the dependent variable).Common Characteristics of Descriptive Studies•Build on previous information•Show relationships between variables•Representative samples required•Structured research plans•Require substantial resources•Conclusive findingsMajor Types of Descriptive StudiesDescriptive StudiesConsumer PerceptionAnd Behavior Studies• Image• Product Usage• Advertising• PricingMarket Characteristic Studies•Distribution•Competitive Analysis• Market Potential• Market Share• Sales AnalysisSales StudiesSample Surveyed at T1Sample Surveyed at T1SameSame Sample also Surveyed at T2T1T2Cross Sectional DesignLongitudinal DesignTimeCross Sectional vs. Longitudinal DesignsCross-Sectional vs. Longitudinal DesignsCross-SectionalLongitudinalDetecting change Worse BetterAmount of data collectedWorse BetterAccuracy Worse BetterRepresentativenessBetter WorseResponse bias Better WorseExploratory Research•Secondary Data Analysis•Focus GroupsConclusive Research•Descriptive/CausalConclusive Research•Descriptive/CausalExploratory Research•Secondary Data Analysis•Focus GroupsConclusive Research•Descriptive/CausalSome Alternative Research Designs(a)(b) (c)Common Characteristics of Causal Studies•Logical Time Sequence–For causality to exist, the cause must either precede or occur simultaneously with the effect•Concomitant Variation–Extent to which the cause and effect vary together as hypothesized•Control for Other Possible Causal FactorsHow Descriptive & Causal Designs Differ•Relationship between the variables–Descriptive designs determine degree of association–Causal designs infer whether one or more variables influence another variable•Degree of environmental control–Descriptive designs enjoy lesser degrees of control•Order of the variables–In descriptive designs, variables are not logically orderedComparison of Research DesignsExploratory Descriptive CausalPurpose ID problems, gain insightsDescribe things Determine cause-and-effect relationshipsAssumed background knowledgeMinimal Considerable ConsiderableDegree of structureVery little High HighFlexibility High Some LittleSample Nonrepresentative Representative RepresentativeResearch environmentRelaxed Formal Highly controlledCost Low Medium HighFindings Preliminary Conclusive ConclusiveBasic Research Methods•Secondary Data Analysis–Historical analysis•Surveys–Asking; self-reported•Experiments–Testing in controlled environments•Observation–Watching & recordingWhich is the “Best” Research Design & Method?•“You cannot put the same shoe on every foot.”–Publilius Syrus•It depends on the–problem of interest, –level of information needed, –resources, –researcher’s experience,