1. RESEARCH
DESIGN

2. MEANING
A research design is the
arrangement of
conditions for collection
and analysis of data in a
manner that aims to
combine relevance to
the research purpose
with economy in
procedure.

3. Research design always gives the answers of following
questions :
What is the study about ?
Why is the study being made ?
Where will the study be carried out ?
What type of data is required ?
Where can the required data be found ?
What periods of time will the study include ?
What will the sample design ?
How will the data be analyzed ?
In what style will the report be prepared?

4. One can split the overall research design into
following parts:
 Sampling design: the method of selecting items to be
observed
 Observational design: the conditions under which
observations are to be made
 Statistical design: how many items to be observed and in
what manner analysed
 Operational design: the techniques by which the above
mentioned procedure is to be carried out.

5. Need for research design
Smooth sailing of the project
Yield maximum information with minimal resources
A better and more reliable result oriented study
Designing helps in identifying inadequacies and
flaws before commencing with the study.

6. FEATURES OF GOOD DESIGN
 Flexible
 Appropriate
 Efficient
 Economical
 Analytical accuracy
 Minimizes biases and maximizes reliability

7. Important concepts

8. A Classification of Marketing
Research Studies
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

9. Exploratory & Conclusive Research Differences
Objective:
Character-
istics:
Findings/
Results:
Outcome:
To provide insights and
understanding
Information needed is defined
only loosely. Research process is
flexible and unstructured.
Sample is small and non-
representative. Analysis of
primary data is qualitative
Tentative
Generally followed by further
exploratory or conclusive
research
To test specific hypotheses and
examine relationships
Information needed is clearly
defined. Research process is formal
and structured. Sample is large and
representative. Data analysis is
quantitative
Conclusive
Findings used as input into decision
making
Exploratory Conclusive

10. Exploratory or Formulative study
 Purpose – formulating a problem for more precise
investigation
 Major emphasis – on discovery of ideas & insights
 Flexible design – must provide opportunity for
considering different aspects of problem.

11. Following 3 methods are used in context of
research designs for exploratory research
studies

12. Descriptive & diagnostic study
 Descriptive research study – It is concerned with
describing the characteristics of particular individual,
or of a group.
 Diagnostic research study – determine the
frequency with which something occurs or its
association with something else.

13. Descriptive & diagnostic study includes
following steps

14. Difference between exploratory & Descriptive /
diagnostic study
Type of study EXPLORATORY
STUDY
DESCRIPTIVE
STUDYRESEARCH DESIGN
Overall design flexible design Rigid design
Sampling design Non probability
Sampling design
Probability Sampling
design
Statistical design No preplanned design
for analysis
Preplanned design for
analysis
Observational design Unstructured
instruments for collection
of data
Structured instruments for
collection of data
Operational design No fixed decision about
operational procedure
Advanced decision about
operational procedure

15. Experimental research study
 In this study researcher tests the hypothesis of
casual relationship between variables.
 It is also called hypothesis- testing research study
 The investigator planning an experiment has many
experimental design option to choose.

17. A Comparison of Basic Research Designs
Objective:
Characteristics:
Methods:
Discovery of ideas
and insights
Flexible, versatile
Often the front end
of total research
design
Expert surveys
Pilot surveys
Case studies
Secondary data:
qualitative analysis
qualitative research
Describe market
characteristics or
functions
Marked by the prior
formulation of specific
hypotheses
Preplanned and
structured design
Secondary data:
quantitative analysis
Surveys
Panels
Observation and other
data
Determine cause
and effect
relationships
Manipulation of
independent
variables, effect
on dependent
variables
Control mediating
variables
Experiments
Exploratory Descriptive Causal
Table 3.2

18. End of Topic