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RESEARCH DESIGN
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.
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?
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.
Need for research designSmooth 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.
FEATURES OF GOOD DESIGN
Flexible Appropriate Efficient Economical Analytical accuracy Minimizes biases and maximizes reliability
Important concepts
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
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
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.
Following 3 methods are used in context of research designs for exploratory research studies
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.
Descriptive & diagnostic study includes following steps
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
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.
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 surveysPilot surveysCase studiesSecondary data:qualitative analysisqualitative research
Describe market characteristics or functions
Marked by the prior formulation of specific hypotheses
Preplanned and structured design
Secondary data:quantitative analysisSurveysPanelsObservation and other data
Determine cause and effect relationships
Manipulation of independent variables, effect on dependent variables
Control mediating variables
Experiments
Exploratory Descriptive CausalTable 3.2
End of Topic