Marketing Research

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Research desing,types of design advantages and disadvantages

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Marketing Research

  1. 1. MARKETING RESAERCHTOPIC – RESEARCH DESIGN(EXPLORARTORY DESIGNand DESCRIPTIVE DESIGN)BY-SHWETA GUPTA BHAWNA SINGH 
  2. 2.  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.
  3. 3. 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.
  4. 4. 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
  5. 5. 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.
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. DISADVANTAGES Descriptive research requires more skills. Response rate is low in this research.
  13. 13. DESCRIPTIVE RESEARCH
  14. 14. SINGEL CROSS SECTIONAL
  15. 15. 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.

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