RESEARCH DESIGN is a framework or blueprintfor conducting the marketing research project . It consists of detail procedure having all theinformation related to research problem. A good research specifies all the nuts and boltsof implementing that approach or design . It ensures whether the research project isconducted effectively and efficiently. There are major two types of research designs.
EXPLORARTRY Exploratory RESEARCH research conducted for a Research is a type of problem that has not been clearly defined. Not typically generalizable to the population at large . Relies on secondary data. A very flexible and open ended question. It is conducted in a way that it is new relationship to the gaps in knowledge, verify what is already known and helperrors and limitations.
Explanation Of Research’sLiterature Search Conceptual literature Published statistics Library homepage (www.uah.edu/library)Case Study Intensive study of related cases or past activities May be internal or external Can help provide clues as to how other units or companies have dealt with similar issues
CONTD. --Experience Surveys (depth interviews) Knowledgeable people with varying points of view. Unstructured and informal interviews. Respondent free to choose issues to be discussed.Focus Groups 8 to 10 people at one time. Relatively homogeneous groups. Multiple, heterogeneous groups. Moderator is key. Relies on general topical guide with plenty of time for interaction.
The Growing Role of Focus Groups Goal of focus group research: - Learn and understand what people have to say and why - Find out how participants feel about a product, concept, idea, organization, etc. - How it fit into their lives; - Their emotional involvement with it. May be conducted alone or as part of a broader project. May be use to define issues or to confirm findingsfrom survey research.
ADVANTAGES OF EXPLORATORY RESEARCH Less structured and more flexibleworks well . Provide direction for a more formalresearch effort.. It is not always possible to use fullystructured/formal methods, in that caseexploratory research is beneficial.
LIMITATIONS OF EXPLORATORY RESEARCH The results are not useful for decisionmaking by themselves, but they can providesignificant insight into a given situation. It can give some indication as to theWHY,HOW, and WHEN some thing whichoccur ; but it cannot tell us HOW OFTEN orHOW MANY. It is typically not generalizable to thepopulation at large.
DESCRIPTIVE STUDY The term descriptive research refers to the type of research question, design, and data analysis that will be applied to a given topic . These studies are concerned with defining the SIX W’s . Descriptive research can be either quantitative or qualitative.
CONTINUED It involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection. It often uses visual aids such as graphs and charts to aid the reader in understanding the data distribution. It can describe categories of information such as gender or patterns of interaction when using technology in a group situation.
ADVANTAGES It gives researchers the opportunity to use both quantitative and qualitative data in order to find data and characteristics about the population or phenomenon that is being studied. It is very useful in studying abstract ideas like customer satisfaction etc where it is not possible to develop models. It may collect the data from large geographical area. It is useful in identifying further areas of research.
DISADVANTAGES Descriptive research requires more skills. Response rate is low in this research.
LONGITUDINAL DESIGNDefinition- Longitudinal research is a type of research method used to discover relationships between variables that are not related to various background variables.-This observational research technique involves studying the same group of individuals over an extended period of time.- A basic type of research method in which subjects are tested one or more times after initial testing.- Typically, subjects are assigned randomly to an experimental group (e.g. a group that performs a specific type of training) and a control group after the initial testing.