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Mr2 pt10


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Mr2 pt10

  1. 1. Research Design Lecture No 2 Hamendra Dangi [email_address] 9968316938
  2. 2. Review of last lecture
  3. 3. Session Outline <ul><li>Research Design : Exploratory Research Design </li></ul><ul><li>Guidelines for submission of synopsis of Project </li></ul><ul><li>Class activity </li></ul>
  4. 4. Research Design: Definition <ul><li>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. </li></ul>
  5. 5. A Classification of Business Research Designs Single Cross-Sectional Design Multiple Cross-Sectional Design Research Design Conclusive Research Design Exploratory Research Design Descriptive Research Causal Research Cross-Sectional Design Longitudinal Design
  6. 6. Research Design Video file
  7. 7. Types and Characteristics of Exploratory Studies <ul><li>Literature Search </li></ul><ul><ul><li>Conceptual literature </li></ul></ul><ul><ul><li>Trade literature </li></ul></ul><ul><ul><li>Published statistics </li></ul></ul><ul><ul><li>Library homepage </li></ul></ul><ul><ul><li>Analysis of Selected Cases </li></ul></ul><ul><ul><li>Intensive study of related cases or past activities </li></ul></ul><ul><ul><li>May be internal or external </li></ul></ul><ul><ul><li>Can help provide clues as to how other units or companies have dealt with similar issues </li></ul></ul>
  8. 8. Review of literature <ul><li>Beamon (2004) compared commercial supply chain and humanitarian relief chain and highlighted the essential difference in terms of demand pattern, lead time, distribution network configuration, and performance measurement </li></ul><ul><li>Thomas (2002) emphasized focus of performance measurement in humanitarian relief chain on output measure, such as time required to respond to disaster. There is a need of suitable output measure recognized in order to measure the performance in relief operation t </li></ul>
  9. 9. Review of literature <ul><li>Neely et al (1995) defined a performance as a metric used to quantify efficiency and effectiveness of activities. Effectiveness defined as the extent to which customer’s requirements are met, while efficiency is the measure of how economically the resources are utilized when providing given level of effectiveness. </li></ul><ul><li>Davidson (2006) developed a framework for relief logistics for International Federation of Red Cross (IFRC) and Red Crescent Societies. He explained the application of framework for actual relief operation .The proposed framework identify four performance metrics, namely appeal coverage, donation –to- delivery time, financial efficiency and assessment accuracy. </li></ul>
  10. 10. Depth Interview –Video file
  11. 11. Depth Interview <ul><li>One-on-one interviews that probe and elicit detailed answers to questions, often using nondirective techniques to uncover hidden motivations. </li></ul><ul><li>Advantages </li></ul><ul><ul><li>No group pressure </li></ul></ul><ul><ul><li>Respondent is focus of attention and feels important </li></ul></ul><ul><ul><li>Respondent is highly aware and active </li></ul></ul><ul><ul><li>Long time period encourages revealing new information </li></ul></ul><ul><ul><li>Can probe to reveal feelings and motivations </li></ul></ul><ul><ul><li>Discussion is flexible and can explore tangential issues </li></ul></ul>
  12. 12. <ul><li>Disadvantages </li></ul><ul><ul><li>Much more expensive than focus groups </li></ul></ul><ul><ul><li>Do not get the same degree of client involvement; clients do not want to observe single interviews </li></ul></ul><ul><ul><li>Are physically exhausting for the moderator…reduces the number of people that can be interviewed in a given time period. </li></ul></ul><ul><ul><li>Moderators do not have other group members to help obtain reactions and to stimulate discussion. </li></ul></ul>
  13. 13. Focus Group –Video file
  14. 14. Focus Group <ul><li>Goal of focus group research: learn and understand what people have to say and why. </li></ul><ul><ul><ul><li>Find out how participants feel about a product, concept, idea, organization, etc.; </li></ul></ul></ul><ul><ul><ul><li>How it fit into their lives; </li></ul></ul></ul><ul><ul><ul><li>Their emotional involvement with it </li></ul></ul></ul><ul><li>May be conducted alone or as part of a broader project </li></ul><ul><li>May be use to define issues or to confirm findings from survey research. </li></ul>
  15. 15. Requirements for Focus Groups <ul><li>Good group of information-rich participants </li></ul><ul><ul><li>How many people? </li></ul></ul><ul><ul><li>How many groups? </li></ul></ul><ul><ul><li>Characteristics of participants </li></ul></ul><ul><li>Discussion guide and outline </li></ul><ul><ul><li>Ground rules </li></ul></ul><ul><ul><li>Agenda </li></ul></ul><ul><ul><li>Guiding questions </li></ul></ul><ul><li>Qualified Moderator </li></ul><ul><ul><li>Controls flow </li></ul></ul><ul><ul><li>Stimulates discussion </li></ul></ul><ul><li>Analysis and Report </li></ul>
  16. 16. Question for Discussion <ul><li>Develop a plan for conducting a focus group to determine residents attitude towards and preferences for own houses, specify objectives , write a screening questionnaire ? </li></ul>
  17. 17. <ul><li>The Objectives of this focus group are to: </li></ul><ul><li>(a) Understand the attributes respondents are most aware of. </li></ul><ul><li>(b) What facilities do consumers consider to be important when purchasing a house ? </li></ul><ul><li>(c) What factors affect the consumer attitude toward new housing ? </li></ul><ul><li>Screening Questionnaire </li></ul><ul><li>(a) Do you currently own house ? </li></ul><ul><li>(b) Would you consider buying house ? </li></ul><ul><li>(c) Are you monthly income above Rs 20000? </li></ul>
  18. 18. Guideline for Synopsis <ul><li>Your synopsis should include </li></ul><ul><li>Title of project </li></ul><ul><li>Scheduling of activities </li></ul><ul><li>Research Design </li></ul><ul><li>Methodology </li></ul><ul><li>Expected Out come </li></ul><ul><li>Responsibilities of various group memebr </li></ul>
  19. 19. <ul><li>Group shall remain the same as identified for class activities </li></ul><ul><li>Hard copy to be submitted </li></ul>
  20. 20. CLASS ACTIVITY <ul><li>Conduct focus group discussion to determine the consumer preference for mobile service provider ( Especially with reference to new marketing strategies like pay per call etc.) </li></ul>