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1. TYPES OF RESEARCH
DESIGN
Submitted by: SAGAR VERMA, Roll no. 15, MBA(P) A
Under the guidance of Dr. Vivek Kumar, Assistant Professor, USM,
KUK

2. RESEARCH DESIGN:
INTRODUCTION
A framework or blueprint for conducting the marketing research
project.
Details the procedures necessary for obtaining the information
needed to structure or solve marketing research problem.
A good research design ensures that the marketing research is
conducted effectively and efficiently.

3. Research design is the roadmap that
guides your journey through survey
development, data collection, analysis,
and report preparation.
DEFINITI
ON
By David Rothstein

4. CLASSIFICATION

5. EXPLORATORY VS CONCLUSIVE
RESEARCH
Exploratory
• Objective is to provide insights
and understanding.
• Information needed is defined
only loosely.
• Flexible and unstructured
process.
• Small and nonrepresentative
sample.
• Qualitative data analysis.
• Outcome is followed by further
research.
Conclusive
• To test specific hypothesis and
examine relationships.
• Information needed is clearly
defined.
• Formal and structured process.
• Large and representative
sample.
• Quantitative data analysis.
• Findings used as input into
decision making.

6. EXPLORATORY RESEARCH
 also termed as formulative research studies.
 Exploratory study is a systematic scientific approach which enables
a social scientist to determine whether an idea is in reality or not.
 Done in the field whether there is little knowledge available.
 More flexible.
 Provide ideas, hypothesis, suggestions that might never occur to the
social scientist sitting in an office and mediating over the problem.

7. CASE: BANKING ON EXPLORATORY
RESEARCH

8. DESCRIPTIVE RESEARCH
 Rigid design.
 Probability sampling design.
 Pre-planned design for analysis.
 Structured instruments for collection of data.
 Advanced decisions about operational procedure.

9. CROSS-SECTIONAL DESIGNS
Collection of
information from
any given sample of
population elements
only once
Cross-
Sectional
Designs
Single cross-
sectional
designs
Multiple cross-
sectional
designs

10. LONGITUDINAL DESIGNS
 Fixed sample of population elements is measured repeatedly on the
same variables.
 Differs from cross-sectional design in that the sample or samples
remain the same over time.
 A panel is used interchangeably with the term longitudinal design.
 Panel consists of a sample of respondents that have agreed to
provide information at specified intervals over an extended period.

11. RELATIVE ADVANTAGES AND
DISADVANTAGES OF
LONGITUDINAL AND CROSS-
SECTIONAL DESIGNS

12. CAUSAL RESEARCH
 Used to obtain evidence of cause-and-effect relationships.
 Crucial for understanding the underlying mechanisms driving
phenomena, predicting outcomes and decision making processes.
 Plays a fundamental role in scientific enquiry contributing to
advancement of knowledge and the development of effective
interventions.
 Requires planned and structured design.

13. CASE:- MICROSOFT:
EXPERIMENTING WITH USABILITY

14. THANK YOU