This document discusses research design and its key components. It outlines the basic stages of research design including understanding research design, descriptors of research design, and major types of research designs. Research design provides a blueprint, plan, and framework to guide a study. Descriptive studies aim to determine what, who, when and where through monitoring and communication. Research design considers categories like the level of crystallization of the research question, data collection methods, the researcher's ability to influence variables, study purpose, time dimension, scope, environment, and participant awareness.

1. Research Design
UNIT 3
MARKET RESEARCH

2. 6-2
Learning Objectives
Understand . . .
• The basic stages of research design.
• The major descriptors of research design.
• The major types of research designs.
• The relationships that exist between variables
in research design and the steps for evaluating
those relationships.

3. 6-3
What Is Research Design?
Blueprint
Plan
Guide
Framework

6. 6-6
What Tools Are Used in
Designing Research?

7. 6-7
Design in the Research Process

15. 6-15
Descriptive Studies
When?
How much? What?
Who?
Where?

18. 6-18
Descriptors of Research Design
Category Options
The degree to which the research question has
been crystallized
• Exploratory study
• Formal study
The method of data collection • Monitoring
• Communication Study
The power of the researcher to produce effects in
the variables under study
• Experimental
• Ex post facto
The purpose of the study • Reporting
• Descriptive
• Causal-Explanatory
• Causal-Predictive
The time dimension • Cross-sectional
• Longitudinal
The topical scope—breadth and depth—of the
study
• Case
• Statistical study
The research environment • Field setting
• Laboratory research
• Simulation
The participants’ perceptional awareness of the
research activity
• Actual routine
• Modified routine