The document discusses different types of research designs used in research projects. It describes exploratory research, descriptive research, and causal/experimental research. Exploratory research is conducted to gain insights and ideas when the problem is not clearly defined. Descriptive research aims to obtain summary measures to address clearly defined research objectives. Causal/experimental research examines cause-and-effect relationships between decisions and outcomes. The choice of research design depends on the objectives and what is known about the problem. Common exploratory techniques include surveys, focus groups, in-depth interviews, case studies, and secondary data analysis.

1. Research design

2. Research design
• A framework or blueprint for conducting the
research project.

3. A Classification of Research Designs
Research
Design
Exploratory
Research
Conclusive
Research
Secondary
Data
Experience
Surveys
Pilot Studies Case Studies
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4. A Classification of Research Designs
Research
Design
Exploratory
Research
Conclusive
Research
Descriptive
Design
Causal/Experi
ment Design
Cross-sectional
Study
Longitudinal Study
Secondary Data
Study
Observation
Survey

5. Types of Research Designs
Exploratory research to gain ideas and insights
 Product facing decreasing sales - generate possible
reasons.

6. Descriptive research
to obtain summary measures to address research questions
(research objectives are clearly defined).
 Trends in lifestyle with respect to demographics.

7. Causal/Experimental research
for cause-and-effect connection between managerial decisions
and market outcome.
– How people react to a particular change in the product.

8. Choosing the research design
• The choice of the most appropriate design
depends largely on the objectives of the
research and how much is known about the
problem and these objectives.

9. CERTAINITY AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences the Type of Research

10. Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”

11. Exploratory Research Techniques
• Experience Surveys
– Focus Group Interviews
– Projective Techniques
– In depth interview
• Secondary Data Analysis
• Case Studies
– Intensively investigate one or a few situations similar to the problem
situation
– Individuals who are knowledge about a particular research problem are
questioned

12. Exploratory research is done
• To gain background information
• To define terms
• To clarify problems and hypotheses
• To establish research priorities
• To develop alternative courses of action

13. Focus group interview

14. Focus Groups
• Focus groups:
• Objectives:
• Generate ideas
• Understand consumer vocabulary
• Reveal consumer benefits sought, needs, motives,
perceptions, and attitudes on the brands of products
and services

15. Focus Groups
Moderator’s Role and Responsibilities
• Focus group moderator:
• Moderator characteristics:
• Experienced
• Enthusiastic
• Prepared
• Involving
• Energetic
• Open-minded

16. Focus Groups
Online Focus Groups
• Online focus group
• Advantages:
• No physical setup is necessary
• Transcripts are captured on file in real time
• Participants can be in widely separated geographical
areas
• Participants are comfortable in their home or office
environments
• The moderator can exchange private messages with
individual participants

17. Focus Groups
Online Focus Groups…cont.
• Disadvantages:
• Observation of participants’ body language is
not possible
• Participants cannot physically inspect
products or taste food items
• Participants can lose interest or become
distracted

18. Focus Groups – In General
• Advantages:
• Generation of fresh ideas
• Client interaction
• Versatility (many topics, other research
techniques may be used, product tests, etc.)
• May tap special respondents (drs., lawyers …)
• Disadvantages:
• Representative of the population?
• Interpretation is subjective
• High cost-per-participant ($150 - $200 each)

19. In-depth interview
• One to one
• Unstructured

20. In depth interview is done
• In pilot studies to generate ideas.
• To obtain greater depth of information on a
topic of interest
• To evaluate the impacts of interventions on
attitudes or beliefs

21. Projective techniques
• TAT
• Word association
• Story completion
• Sentence completion
• Cartoon test

22. TAT
• See the picture and write a story

23. FREE WORD ASSOCIATION
Stimulus word
Shopping
Promotional
schemes
Advertising
Honda city
Response
---------------------
---------------------
---------------------
---------------------

24. SENTENCE COMPLETION
ATMs of SBI are ……………………………………………………………
A person who consumes branded juices is ……………………………
A person who shops at Big Bazar is ……………………………………………
Internet banking is mostly used by …………………………………………

25. Since Mr. Albert Lee had received a large commission by check just
before leaving home for a holiday trip, he wanted to deposit it in an
automatic teller machine, because ___________, but his friend Mr.
Wong told him that he should _____________, because
_____________.
UNFINISHED SCENARIO COMPLETION

26. Cartoon completion test

27. Analysis of secondary data
• Advantages of secondary data
• Disadvantages of secondary data

28. • How many seats we need in Hostels for Male
and Female students?
• Does gender has something to do with
placement ratio?

29. Criteria for evaluating secondary data
• Methodology to use the data
• Time of data collection
• Purpose of collecting data
• Content of data
• Dependability of data

30. Sources of secondary data
Secondary
data
Internal
data
Ready to
use
Require
processing
External
data
Published
Computeriz
ed
database
Syndicated
services

31. Sources of secondary data
Published
data
General
business
source
Guides Directories Indexes
Govt. source
Census data
Other
publications

32. Case analysis
• Advantages
– Entire situation
– Real event or situation
– More accurate data
• Disadvantages
– Informal methods
– Lack of objectivity
– Tendency to generalize