Chapter Three: Research Design

Chapter Three
Research Design
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.
Components of a Research Design
• Define the information needed

• Design the exploratory, descriptive, and/or
causal phases of the research
• Specify the measurement and scaling
procedures
• Construct and pretest (. preliminary test or
trial.)a questionnaire (interviewing form) or an
appropriate form for data collection
• Specify the sampling process and sample size
• Develop a plan of data analysis
A Classification of Marketing Research Designs
Research Design
Exploratory Conclusive
Research Design Research Design
Descriptive Causal
Research Research
Cross-Sectional Longitudinal
Design Design
Single Cross- Multiple Cross-

Sectional Design Sectional Design
Types of research design
• Exploratory research: initial qualitative research
conducted to clarify and define the nature of
problem.
• Conclusive research: research design to assist the

decision maker in determining, evaluating, and
selecting the best course of action to take in given
situation.
• Descriptive research: describes characteristics of a

population and some understanding of the nature of
the problem.
Types of research design
• Casual research: conduct to identify

causes and effect relationship
Exploratory & Conclusive Research Differences
Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and
understanding examine relationships
Character- Information needed is defined Information needed is clearly

istics: only loosely. Research process is defined. Research process is formal
flexible and unstructured. and structured. Sample is large and
Sample is small and non- representative. Data analysis is
representative. Analysis of quantitative
primary data is qualitative
Findings/ Tentative (not certain or fixed; Conclusive (evidence or argument

Results: provisional) or convincing)
Outcome: Generally followed by further Findings used as input into decision

exploratory or conclusive making
research
A Comparison of Basic Research Designs
Exploratory Descriptive Causal
Objective: Discovery of ideas Describe market Determine cause
and insights characteristics or and effect
functions relationships
Characteristics: Flexible Formulation of specific Manipulation of

hypotheses independent
variables, effect
on dependent
Often the front end Preplanned and variables
of total research structured design
design Control mediating
variables
Expert surveys Secondary data:
Methods: Pilot surveys quantitative analysis Experiments
Case studies Surveys
Secondary data: Panels
qualitative analysis Observation and other
qualitative research data
Uses of Exploratory Research
• Formulate a problem or define a problem more

precisely (detail)
• Identify alternative courses of action
• Develop hypotheses
• Isolate (place apart or alone) key variables and
relationships for further examination
• Gain insights for developing an approach to the
problem
• Establish priorities for further research
Methods of Exploratory Research
• Survey of experts
• Pilot surveys
• Secondary data analyzed in a qualitative
way
• Qualitative research
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
Methods of Descriptive Research
• Secondary data analyzed in a quantitative,

as opposed to a qualitative, manner
• Surveys
• Panels
• Observational and other data
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.
Longitudinal Designs
• 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
Errors in Marketing Research
• 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 other
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.
Errors in Marketing Research
• 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
misreported or misanalyses.
Marketing Research Proposal
• 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

Chapter Three: Research Design

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Chapter Three: Research Design

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Chapter Three

• Define the information needed

Single Cross- Multiple Cross-

• Conclusive research: research design to assist the

• Descriptive research: describes characteristics of a

• Casual research: conduct to identify

Character- Information needed is defined Information needed is clearly

Findings/ Tentative (not certain or fixed; Conclusive (evidence or argument

Outcome: Generally followed by further Findings used as input into decision

Characteristics: Flexible Formulation of specific Manipulation of

• Formulate a problem or define a problem more

• To describe the characteristics of relevant groups, such

• Secondary data analyzed in a quantitative,

• Involve the collection of information from any given sample of

• In single cross-sectional designs, there is only one sample of

• In multiple cross-sectional designs, there are two or more samples

• Cohort analysis consists of a series of surveys conducted at

• A fixed sample (or samples) of population elements is

• A longitudinal design differs from a cross-sectional

• The total error is the variation between the true mean

• Non-response error arises when some of the

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