A framework or blueprint for conducting

the M.R project.

Specifies the details of the procedures

necessary for obtaining information
needed to structure &/ or solve the M.R
problem.

A research design lays the foundation for

conducting the research.
 Design the exploratory, descriptive &/
or causal phases of the research.
Define the information needed.
Specify the measurement & scaling
procedures.
Construct & pretest a questionnaire for
data collection.
Specify the sampling process &
sample size.
Develop a plan of data analysis.
Fig. 3.1
Research Design

Exploratory Conclusive
Research Research
Design Design
Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Sectional
Design Design
Table 3.1 Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and examine
understanding relationships

Character- Information needed is defined only Information needed is clearly defined.

istics: loosely. Research process is flexible Research process is formal and
and unstructured. Sample is small structured. Sample is large and
and non-representative. Analysis of representative. Data analysis is
primary data is qualitative quantitative

Tentative
Findings/ Conclusive
Results:
Generally followed by further
Outcome: exploratory or conclusive research Findings used as input into decision
making
 Provides insights into & comprehension of
the problem situation confronting the
researcher.
It is used when the problem is to be
defined more precisely.
The information needed at this stage is
loosely defined.
The research process is flexible &
unstructured.
Findings are tentative or as input to further
research.
E.g.: P.I with industry experts.
 Formulate a problem or define a
problem more precisely.

Identify alternative courses of action.

Develop hypotheses.

Gain insights for developing an

approach to the problem.

Establish priorities for further research .

 Survey of experts

Pilot surveys

Secondary data analyzed in a

qualitative way.

Qualitative Research
EXAMPLE:
Waterpik Technologies
 It provides information that helps the
executive make a rational decision.
It is the research designed to assist the
decision maker in determining, evaluating
& selecting the best course of action to
take in a given situation.
Information needed is clearly defined.
Research process is formal & structured.
Findings are used as input to decision
making.
Types: Descriptive & Causal/ experimental
 A type of conclusive research that has as its
major objective the description of something-
usually market characteristics or functions.
Reasons:
- To describe characteristics of relevant
groups. e.g., profile of heavy users
- To estimate a certain behavior in a specified
population. E.g., percentage of heavy users
- To determine the perception of product
characteristics.
- To make specific predictions.
- To determine the degree to which marketing
variables are associated. e.g., shopping and
eating out.
 Six Ws
-who, what, when, where, why,
and way of the research.
 Secondary data analyzed in a
quantitative way.

Surveys

Panels

Observational & other data

1.Cross-sectional design: Research Design
involving the collection of information from any
given sample of population elements only once.
Single cross- sectional design: Only one sample
of respondents is drawn from the target
population & information is obtained from this
sample only once.
Multi cross- sectional design : A design in which
there are two or more samples of respondents,
& information from each sample is obtained only
once.
Cohort analysis. E.g., consumption of soft
drinks.
Cross- Sample
Sectiona Surveye
l Design d at T1

Same
Sample
Longitudina Surveyed Sample
l Design also
at T1
Surveyed
at T2

Time T1 T2
2. Longitudinal Designs: A research design
involving a fixed sample of population
elements that is measured repeatedly on
the same variables.

- The sample remains the same over time,

thus providing a series of pictures which
when viewed together portray an
illustration of the situation & the changes
that are taking place over time.
- panel
 Table
3.4
Evaluation Cross-Sectional Longitudinal
Criteria Design Design

Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -

Note: A + indicates a relative advantage over the other design,

whereas a - indicates a relative disadvantage.
 Table 3.5
Brand Purchased Time Period
Period 1 Period 2
Survey Survey

Brand A 200 200

Brand B 300 300
Brand C 500 500
Total 1000 1000
 Table 3.6
Brand Brand Purchased in Period 2
Purchased in
Period 1 Brand A Brand B Brand C Total
Brand A 100 50 50 200
Brand B 25 100 175 300
Brand C 75 150 275 500
Total 200 300 500 1000
 A type of conclusive research where the
major objective is to obtain evidence
regarding cause-and-effect (causal)
relationship.
It requires a planned & structured design.
Purpose:
- To understand which variables are cause
(independent variables) & which variables
are the effect (dependent variables) of a
phenomenon.
- To determine the nature of the relationship
between the causal variables & the effect
to be predicted.
 Exploratory Conclusive
Objective To provide insights and To test specific hypothesis and
understanding examine relationships

Characteristics Information needed is defined Information needed is

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

Findings / Results Tentative Conclusive

Outcome Generally followed by further Findings used as input into

decision
exploratory or conclusive research. making.
 Exploratory Conclusive
(a) Research Research
Secondary Data Descriptive/Cau
Analysis sal
Focus Groups
Conclusive
(b) Research
Descriptive/Cau
sal

Conclusive Exploratory
(c) Research Research
Descriptive/Cau Secondary Data
sal Analysis
Focus Groups
 Fig. 3.2 Total Error

Random Non-sampling
Sampling Error Error

Response Non-response
Error Error

Researcher Interviewer Respondent

Error Error Error

Surrogate Information Error Respondent Selection Error Inability Error

Measurement Error Questioning Error Unwillingness Error
Population Definition Error Recording Error
Sampling Frame Error Cheating Error
Data Analysis Error
 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.
 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 misrecorded or
misanalyzed.