Research Design research methodology
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TYBMS
Prof. Hemant Kombrabail
RESEARCH DESIGNS The next step after stating the management problem, research purpose, and research hypotheses and uestions, is to formulate a research design. The starting point for the research design is, in fact, the research uestions and hypotheses that ha!e been so carefully de!eloped. "n essence, the research design ans#ers the uestion$ Ho# are #e going to get ans#ers to these research uestions and test these hypotheses% The research design is a plan of action indicating the specific steps that are necessary to pro!ide ans#ers to those uestions, test the hypotheses, and thereby achie!e the research purpose that helps choose among the decision alternati!es to sol!e the management problem or capitali&e on the mar'et opportunity DEFINITIONS OF RESEARCH DESIGN: (1) According to David J. Lc! and Rona"d S. R#in$ "A research design is the determination and statement of the general research research approach or strategy adopted/or the particular project. It is the heart of planning. If the design adheres to the research objective, it will ensure that the client's needs will be served." "Research rch design design is the plan, struc structur turee and strat strategy egy of (%) According to &'r"ing'r "Resea investigat investigation ion conceived so as to obtain answers answers to research research uestions uestions and to control variance." () According to Green and Tull "A "A research design is the specification of methods and procedures for acuiring the information needed. It is the over!all operational pattern or framewor of the project that stipulates what information is to be collected from which source by what procedures."
The second definitio definition n includes includes three important important terms ( plan, structure structure and strategy. strategy. The plan is the outline of the research scheme on #hich the researcher is to #or'. The structure of the research #or' is a more specific scheme and the strategy suggests ho# the research #ill be carried out i.e. methods to be used for the collection and analysis of data. "n brief, research design is the blueprint of research. "t is the specification of methods and procedures for acuiring the information needed for sol!ing the problem. )uestionnaires, forms and samples for in!estigation are decided #hile framing research design. *inally, the research design enables the researcher to arri!e at certain meaningful conclusions at the end of proposed study. STES IN LANNING THE RESEARCH DESIGN: There are four broad steps in!ol!ed in planning the research design as explained belo#$ (1) D't'r*ining D't'r*ining +or! invo"v'd in t,' -ro'ct: -ro'ct: The first step in planning research design is determining the #or' in!ol!ed in the pro+ect( and designing a #or'able #or'able plan to carry out the research research #or' #ithin specific time limit. limit. The #or' in!ol!ed includes the follo#ing$ a- To formulate formulate the the mar'eting mar'eting problem problem b- To determine determine information information reuiremen reuirementt c- To identify identify inform information ation sources sources d- To prepare detailed detailed plan for the execution of research pro+ect.
TYBMS
Prof. Hemant Kombrabail
This preliminary step indicates the nature and !olume of #or' in!ol!ed in the research #or'. /arious forms reuire for research #or' #ill be decided and finalised. The sample to be selected for the sur!ey #or' #ill also be decided. Staff reuirement #ill also be estima estimated. ted. 0etail 0etailss #ill #ill be #or'ed #or'ed out about about their their traini training ng and super! super!isi ision on on field field in!estigators, etc. "n addition, the uestionnaire #ill be prepared and tested. This is ho# the researcher #ill prepare a blue(print of the research pro+ect. 1ccording to this blueprint the #hole research pro+ect #ill be implemented. The researcher gets clear idea of the #or' in!ol!ed in the the pro+e pro+ect ct thro throug ugh h such such init initia iall plann plannin ing g of the the pro+ pro+ec ect. t. Such Such plan planni ning ng a!oi a!oids ds confusion, misdirection and #astage of time, money and efforts at later stages of research #or'. The #hole research pro+ect mo!es smoothly due to initial planning of the research pro+ect. (%) E/ti*ating E/ti*ating co/t/ invo"v'd: invo"v'd: The second step in planning research design is estimating the costs in!ol!ed in the research pro+ect. M2 pro+ects are costly as the uestionnaire is to be prepared in large number of copies, inter!ie#ers are to be appointed for data collection and staff #ill be reuired for tabulation and analysis of data collected. *inally, experts #ill be reuired for dra#ing conclusions and for #riting the research report. The researcher has to estimate the expenditure reuired for the execution of the pro+ect. The sponsoring organisation #ill appro!e the research pro+ect and ma'e suitable budget pro!ision accordingly.
The cost calculation is a complicated +ob as expenditure on different heads #ill ha!e to be estimated accurately. The cost of the pro+ect also needs to be !ie#ed from the !ie#point of its utility in sol!ing the mar'eting problem. 1 comprehensi!e research study for sol!ing comparati!ely minor mar'eting problem #ill be unec onomical. () r'-ari r'-aring ng ti*' /c,'d"': /c,'d"': Time factor is important in the execution of the research pro+ect. Planning of time schedule is essential at the initial stage. Time calculation relates to the preparation of uestionnaire and its pre(testing, training of inter!ie#ers, actual sur!ey #or', tabulation and analysis of data and finally reports #riting. Time reuirement of each stage needs to be #or'ed out o ut systematically. Such study #ill indicate the time reuirement of the #hole pro+ect. Too long period for the completion of research #or' is undesirable as the conclus conclusion ionss and recomm recommenda endatio tions ns may become become outdat outdated ed #hen #hen actual actually ly a!aila a!ailable ble.. Similarly, time(consuming research pro+ects are not useful for sol!ing urgent mar'eting problems faced by a company.
Preparing time schedule is not adeuate in research design. "n addition, all operations in!ol!ed in the research #or' should be carried out strictly as per time schedule already prepared. "f necessary remedial measures should be adopted in order to a!oid any de!iation in the time schedule. This brings certainty as regards the completion of the #hole research pro+ect in time.
TYBMS
Prof. Hemant Kombrabail
(0) 'ri23i 'ri23ing ng r'/"t/ r'/"t/:: M2 findings need to be dependable to the sponsoring organisation. 2esearcher may create ne# problems before the sponsoring organisation if the research #or' is conducted in a faulty manner. Such unreliable study is dangerous as it may create ne# problems. "t is therefore, necessary to 'eep effecti!e chec' on the #hole research #or' during the implementing stage. *or this suitable pro!isions need to be made in the research design.
1fter deciding the details of the steps noted abo!e, the bac'ground for research design #ill be ready. Thereafter, the researcher has to prepare the research design of the #hole pro+ect. He has to present the pro+ect design to the sponsoring agency or higher authorities for detailed consideration and appro!al. The researcher can start the research pro+ect as per design- after securing the necessary appro!al to the research design prepared.
T4ES OF RESEARCH DESIGNS 1 research design is li'e a roadmap4you can see #here you currently are, #here you #ant to be at the completion of your +ourney, and can determine determine the best most efficient efficient and effecti!e- route to ta'e to get to your destination. 5e may ha!e to ta'e unforeseen detours along the #ay, but by 'eeping our ultimate ob+ecti!e constantly in mind and using our map #e can arri!e at our destination. 6ur research purpose and ob+ecti!es suggest #hich route design- might be best to get us #here #e #ant to go. but there is more than one #ay to 7get there from here.7 8hoice of research design is not li'e sol!ing a problem in algebra #here there is only one correct ans#er and an infinite number of #rong ones. 8hoice of research design is more li'e selecting a cheeseca'e recipe4some are are bett better er than than othe others rs but but ther theree is no one one #hich #hich is uni! uni!er ersa sall lly y accep accepte ted d as 7best 7best.7 .7 Successfully completing a research pro+ect consists of ma'ing those choices that #ill fulfill the research purpose and obtain ans#ers to the research uestions in an efficient and effecti!e manner.
8hoice of design type is not determined by the nature of the strategic decision faced by the manager such that #e #ould use research design 1 #hene!er #e need to e!aluate the extent of a ne# product opportunity, or design B #hen deciding on #hich of t#o ad!ertising programs to run. 2ather, choice of research design is influenced by a number of !ariables such as the decision ma'er9s attitude to#ard ris', the types of decisions being faced, the si&e of the research research budget, the decision(ma decision(ma'ing 'ing time frame, the nature nature of the resear research ch ob+ect ob+ecti!e i!es, s, and other other subtle subtle and not(so not(so(su (subtl btlee factors factors.. Much Much of the choice, choice, ho#e!er, #ill depend upon the fundamental ob+ecti!e implied by the research uestion$ : To condu conduct ct a gener general al e#ploration of the issue, issue, gain some some broad broad insight insightss into into the phenomenon, and achie!e a better 7feel7 for the sub+ect under in!estigation e.g.. 5hat do customers mean by 7good !alue7%-. : To describe describe a population, e!ent, or phenomenon in a precise manner #here #e can attach numbers to represent the extent to #hich something occurs or determine the degree t#o t#o or more more !ari !ariab able less co!ar co!ary y e.g e.g., ., dete determ rmin inee the the rela relati tions onshi hip p bet# bet#een een age age and and consumption rate-.
TYBMS
Prof. Hemant Kombrabail
: To attribute cause and effect relationships among relationships among t#o or more !ariables so that #e can better understand and predict the outcome of one !ariable e.g., sales- #hen !arying another e.g., ad!ertising-.
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This classificat classification ion is freuently freuently used and is uite popular. Before #e discuss discuss each of these design types, a cautionary note is in order. Some might thin' that the research design decision suggests a choice among the design types. 1lthough there are research situations in #hich all the research uestions might be ans#ered by doing only one of these types e.g., a causal research experiment to determine #hich of three prices results in the greatest profits-, it is more often the case that the research design might in!ol!e more than one of these types performed in some seuence. The o!erall research design is intended to indicate exactly ho# the different design types #ill be utili&ed to get ans#ers to the research uestions or test the hypothesis.
TYBMS
Prof. Hemant Kombrabail
1 further cautionary note is needed to #arn the reader that #hile it may appear that if seuencing is done the seuence #ould be exploratory, descripti!e, then causal, that is not al#a al#ays ys the the case case.. *or exam exampl ple, e, some some compan companie iess may may do an annua annuall sur! sur!ey ey of consumers to determine the freuency #ith #hich certain beha!iors are performed e.g., #ashing dishes by hand- follo#ed by exploratory research that probes to gain an in(depth underst understand anding ing of the circum circumsta stances nces surrou surroundi nding ng that that beha!io beha!iorr i.e., i.e., descri descripti pti!e !e then then exploratory rather than exploratory then descripti!e-. "t is not hard to imagine a research design that might seuence as exploratory, then descripti!e, then exploratory againC or causal, then descripti!e. "t is important to remember that because a research design is a plan of action to obtain ans#ers to the research uestions, it is those uestions that suggest #hich design types are necessary and the seuence of conducting those design types, types, if a seuence seuence is needed. 1n example later in this chapter chapter #ill be used to il lustrate lustrate this point. 5ith these cautions in mind #e #ill no# discuss the design types in greater detail. 1. E5-"orator3 R'/'arc,: 1 mar'eting research study may be either exploratory or full scale. =xploratory research is conducted #hen the researcher does not 'no# ho# and #hy certain phenomenon occurs. Here, the hypothetical solutions or actions are explored and e!aluated by the decision(ma'er, e.g. e!aluation of uality of ser!ice of a ban'DhotelDairline. Here, the uality cannot be assessed directly as tangible features are not a!ailable.
The purpose of exploratory research is to 'no# the un'no#n. =xploratory research determines fruitful alternati!es that the executi!e #ould not ha!e percei!ed. This also narro#s do#n the scope of the in!estigation. =xploratory research is underta'en to get the ans#er to the follo#ing uestion. 75hat alternati!e courses of action might sol!e the problem and thereby reach the final ob+ecti!e%7 This research is unstructured in character. =xploratory studies are important. They may pro!ide adeuate information on a decision situation or may greatly facilitate the design of formal research studies. To explore means to find out or disco!er. =xploratory research is conducted in order to find out causesDreasons behind a specific mar'eting problem. "t is the starting point in all types of research pro+ects. The purpose of exploratory research is to define the mar'eting problem precisely, collect reuired informationDdata relating to the problem and identify alternati!e courses of action in order to deal #ith the mar'eting problem. *or example, ad!ertising campaign of a company may not gi!e positi!e results in terms of sales. The failure of campaign may be due to many possible causes relating to ad!ertising copy, media selected, faulty pre(testing, faulty illustration gi!e, #rong timing of ad. campaign or finall finally y inadeu inadeuate ate follo# follo#(up (up measur measures es to the ad. campaig campaign. n. "n the explor explorato atory ry research, the possible causes #ill be identified, the most appropriate causes #ill be sele select cted ed,, hypo hypoth thes esis is #ill #ill be de!e de!elo lope ped d and and rese resear arch ch acti acti!i !ity ty #ill #ill be condu conduct cted ed accordingly. accordingly. Sur!ey of consumers, consumers, retailers, retailers, sales executi!es executi!es and sales(forc sales(forcee #ill be useful for exploratory research. 6n some occasions, small scale sales sur!ey may pro!ide useful data for exploratory research.
TYBMS
Prof. Hemant Kombrabail
"n exploratory research, the stressDfocus is on the disco!ery of ideasDcauses. *or example, sales may be declining for the last six months. )uic' study may be conducted to find out the the caus causes esDf Dfac acto tors rs resp respon onsi sibl ble. e. Such Such caus causes es #ill #ill be list listed. ed. Here Here,, an expl explor orat atory ory studyDresearch may be conducted in order to find out the most li'ely cause so as to introduce suitable remedial measures. The The ob+e ob+ect cti! i!ee of expl explor orat ator ory y rese resear arch ch is to gene genera rate teDd Ddis isco co!e !err ne# ne# idea ideas. s. The The secondaryDpublished data can be used for exploratory research as such data are easily a!ailable. "f the ser!ices of respondents are used for sur!ey purpose-, they should be gi!en full freedom to express themsel!es. The same rule should be made applicable to focus groups. =xploratory research is useful for the study of mar'eting problems about #hich sufficient informationDdetails are not a!ailable. =xploratory study needs to be flexible in its approach. =xploratory 2esearch is used$ To define the problem more precisely To identify rele!ant courses of action i.e. find the most li'ely alternati!es, #hich are then turned into hypotheses. "solate 'ey !ariables and relationships for further examinations. >ain insights for de!eloping an approach to a problem. =stablish priorities for further research. 6nce a hypothesis is formulated, research is used to determine if the hypothesis #as correc correct. t. Hypoth Hypothesi esiss is tentati! tentati!ee ans#er ans#erss to uestion uestionss that that ser!e ser!e as guides for most research pro+ects =xploratory research may also be in!ol!ed #hen the percei!ed problem is much less generalC it is used to de!elop the most promising hypotheses. The findings of exploratory research should be regarded as tentati!e or as an input to further research. Typically, such resear research ch is follo# follo#ed ed by furthe furtherr explor explorato atory ry or conclus conclusi!e i!e resear research. ch. The analy analysis sis of primary data is ualitati!e. "n general, exploratory research is meaningful in any situation in #hich the researcher does not ha!e enough understanding to proceed #ith the research pro+ect. %. Conc"/iv' R'/'arc, D'/ign 8onclusi!e 2esearch 0esign is typically more formal and structured than exploratory research. "t is based on large representati!e samples, and the data obtained are sub+ected to uantitati!e analysis. 8onclusi!e 2esearch is designed to assist he decision ma'er in deter determi minin ning, g, e!alu e!aluat atin ing g and sele select ctin ing g the the best best cours coursee of acti action on to ta'e ta'e in a gi!e gi!en n situation. 1s sho#n in the figure conclusi!e research designs may be either descripti!e or causal and descripti!e designs may be either cross(sectional or longitudinal. (A) D'/cri-tiv' R'/'arc,: 0esc 0escri ript pti! i!ee rese resear arch ch is unde undert rta' a'en en #hen #hen the the rese resear arch cher er desi desire ress to 'no# 'no# the the characteristics of certain groups such as age, sex, occupation, income or education. The
TYBMS
Prof. Hemant Kombrabail
ob+ecti!e ob+ecti!e of descripti! descripti!ee research research is to ans#er the 7#ho, #hat, #hen, #here and ho#7 of the sub+ect under studyDin!estigation. 0escri 0escripti pti!e !e studie studiess are normal normally ly factua factuall and simple simple.. Ho#e!er Ho#e!er,, such such studie studiess can be complex, demanding scientific s'ill on the part of researcher. 0escripti!e studies are #ell structured. "t tends to be rigid and its approach cannot be changed often and again. "n descripti!e studies, the researcher has to gi!e adeuate thought to framing research uestions and deciding the data to be collected and the procedure to be used for this purpose. 0ata collected may pro!e to be inadeuate if the researcher is not careful in the initial stages of data collection. 0escripti!e research designs are used for some definite purpose. 0escripti!e research cannot identify cause and effect relationship. 0escripti!e research is designed to describe the present situation or the features of a group or users of a product. "n mar'eting, such research is underta'en to 'no# the characteristics of certain groups or users of a product such as age, sex education, income etc. Such research studies are based on secondary data or sur!ey research. The ma+or ob+ecti!e of descripti!e research is to describe something ( usually mar'et characteristics or functions 1 ma+or ma+or differ differenc encee bet#ee bet#een n explora explorator tory y and descri descripti pti!e !e resear research ch is that that descri descripti pti!e !e rese resear arch ch is chara charact cter eri& i&ed ed by the the prio priorr form formul ulat atio ion n of the the hypot hypothe hese ses. s. Thus Thus,, the the information needed is clearly defined. 1s a result, descripti!e research is preplanned and structured. "t is typically based on large representati!e samples 1 formal research design specifies the methods for selecting these sources of information and for collecting data from those sources.
6/'/ o2 D'/cri-tiv' R'/'arc,: 0escripti!e research is conducted for the follo#ing reasons
. To describe the characteristics characteristics of rele!ant groups, such as consumers, salespeople, salespeople, or organi&ations, or mar'et areas. *or e.g. #e could de!elop a profile of the 7hea!y users7 freuent shoppers- of prestigious department stores such as Shoppers Stop. 3. To estimate the percentage of units in a specified population exhibiting a certain beha!ior e.g. the percentage of hea!y users of prestigious department stores #ho also patroni&e discount department stores. ;. To determine the 7 perceptions of product characteristics. *or e.g. ho# do households percei!e the !arious department stores in terms of salient salient factors of the choice criteria%
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