amp Data Collection Techniques Dr Md Sarwar Alam Assistant Professor Dept of Business Administration AMUCJM Syllabus Classification of Research Designs Exploratory Descriptive and Conclusive Research Designs ID: 929815
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Slide1
UNIT – 2Research Design & Data Collection Techniques
Dr. Md.
Sarwar
Alam
Assistant Professor
Dept. of Business Administration
AMUCJM
Slide2SyllabusClassification of Research DesignsExploratory, Descriptive and Conclusive Research Designs Causal ResearchSecondary Data – Nature, Sources and AdvantagesPrimary Data – Nature, Types, Means & Issues in Obtaining Primary Data
Slide3Research DesignA Research Design is a framework or blueprint for conducting the marketing research project. Acts as a guide in collecting and analyzing data.Details the procedures necessary for obtaining the information needed to structure or solve marketing research problems.
Slide4Components of Research Design
Slide5Classification of Research DesignSingle Cross-Sectional Design
Multiple Cross-Sectional Design
Source: Malhotra
Research Design
Conclusive Research Design
Exploratory Research Design
Descriptive Research
Causal Research
Cross-Sectional Design
Longitudinal Design
Slide6Exploratory Research DesignThe objective of exploratory research design is to provide insights into and understanding of business or marketing phenomena. It is the initial step in a series of studies designed to supply information for decision making. It is used in instances where; The subject of the study can’t be measured in quantitative manner
OR
The process of measurement cannot realistically represent particular qualities
E.g.
‘Atmosphere’ meant in a restaurant, ‘Satisfaction’ meant in case of a product or service category
Slide7CONTINUEDCharacteristicsInformation needed is loosely definedFlexible and unstructured research processSmall and non-representative sample
Emphasis in the sampling procedure is focused upon ‘quality’ individuals. E.g. CEOs of airline industry.
Analysis of primary/secondary data is qualitative However, quantitative findings may also be used for exploratory purposes e.g. data mining.
Slide8Uses of Exploratory ResearchTo obtain some background information where absolutely nothing is known about the problem area. To define problem areas fully and to formulate hypotheses for further investigation. To identify and explore concepts in the development of new product or forms of marketing communication.To identify relevant salient behavior patterns, beliefs, opinions, attitudes and to develop structure of these constructs.
To ‘data-mine’ or explore quantitative data to reveal unknown connections between different measured variables.
Slide9ContinuedMethods of Exploratory ResearchSurvey of experts (Industry experts, Academicians)Pilot surveys (Small sample)Secondary data analyzed in a qualitative way
Qualitative research (Focus group, word association, depth interviews)
Quantitative exploratory multivariate methods
Slide10Conclusive ResearchIts objective is to describe specific phenomena, to test specific hypotheses and to examine specific relationships.Its findings are used as input into decision makingCharacteristicsInformation needed is clearly defined.
Research process is formal and structured.
Sample is large and representative.
Data analysis is quantitative
Slide11Descriptive Research It assumes that the researcher has much prior knowledge about the problem situation. It is characterized by the prior formulation of specific research questions and hypotheses.CharacteristicsInformation needed is clearly definedClear statement of problem
Works on specific hypotheses
Preplanned and structured
Slide12ContinuedReasons for conducting Descriptive ResearchTo describe the characteristics of relevant groups, such as consumers, salespeople, organizations, markets etc.To estimate the percentage of units in a specified population exhibiting a certain behavior. To determine the perceptions of product characteristics. To determine the degree to which marketing variables are associated.
Slide13ContinuedExamples of Descriptive ResearchMarket Studies (size of the market, purchasing power of consumers, availability of distributors, consumer profile)Market share studies (Proportion of sales of the companies)Image studies (Consumer perception of the firm and its product)Pricing studies
Advertising studies
Slide14Cross-Sectional DesignsCross-sectional design: A type of research design involving the collection of information from any given sample of population only once. They may be either single-cross sectional or multiple cross-sectional designs. Single cross-sectional design
Only one sample of respondents.
Information is obtained from this sample only once.
Multiple cross-sectional design
Two or more samples of respondents.
Information from each sample is obtained only once.
Often, information from different samples is obtained at different times.
Slide15Longitudinal DesignA fixed sample (or samples) of population elements is measured repeatedly on the same variables.A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time.
Slide16Cross-Sectional v/s Longitudinal DesignSample Surveyed at T1
Sample Surveyed at T
1
Same Sample also Surveyed at T
2
T
1
T
2
Cross- Sectional Design
Longitudinal Design
Time
Slide17CONTINUEDCross-sectional design gives a snapshot of the variables of interest at a single point in time.Longitudinal study provides a series of pictures which give an in-depth view of the situation and the changes that take place over time. The sample of respondents who are chosen for longitudinal study is know as Panel.
Access Panel
is a particular type of panel which is made up of a pool of individuals or households who have agreed to be available for surveys of widely varying types and topics.
Slide18Relative Advantages and Disadvantages
Slide19Cross-sectional Design
Slide20Longitudinal Design
Slide21CONTINUEDLongitudinal data enable researchers to examine changes in behavior of individual units and to link behavioral changes to marketing variables like changes in advertising, packaging, pricing and distribution.The given example of longitudinal design gives valuable information on brand loyalty and brand switching
Slide22Causal ResearchA type of conclusive research where the major objective is to obtain evidence regarding cause-and-effect (causal) relationships. Marketing decisions based on assumed causal relationships may not be justifiable.The validity of such causal relationships should be examined through formal research.
E.g. The common assumption that a decrease in price will lead to the increased sales and market share doesn’t hold in certain competitive environment.
Slide23CONTINUEDCausal research is appropriate for the following purposes:To understand which variables are the cause (independent variables) and which variables are the effect (dependent variables) of marketing phenomena. To determine the nature of the relationship between the causal variables and the effect to be predicted. To test hypotheses.
Slide24CONTINUEDExamplesTo assess the impact of FDI on the economic growth of India. To analyse the effects of re-branding initiatives on the levels of customer loyalty.To determine the impact of level of education on spending (Income as mediating variable)
Slide25Research Design (Summarized)
Slide26Primary & Secondary Data Primary data are originated by a researcher for the specific purpose of addressing the problem at hand.The collection of primary data involves all steps of the marketing research process.Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.
Slide27Marketing IntelligenceMarketing Intelligence can be defined as qualified observations of events and developments in the marketing environment.Observations represent variety of types of data broadly concerned with environmental scanning. In many cases, the data is collected for purposes other than the problem at hand.
Slide28CONTINUED
Slide29Comparison Primary Data Secondary Data
Collection
purpose For the problem at
hand For
other problems
Collection process Very involved Rapid
& easy
Collection cost
High
Relatively low
Collection
time Long
Short
Slide30Uses of Secondary DataIdentify the problemBetter define the problemDevelop an approach to the problemFormulate an appropriate research design (for example, by identifying the key variables)
Answer certain research questions and test some hypotheses
Interpret primary data more insightfully
Slide31Criteria for Evaluating Secondary DataSpecifications & MethodologyData collection methodResponse rateQuality & analysis of dataSampling technique & Size
Questionnaire design
Fieldwork
Error & Accuracy
Examine errors in approach;
Research design
Sampling
Data collection & analysis
Slide32CONTINUEDCurrencyTime lag between collection & publicationfrequency of updatesObjectiveWhy were the data collected?Dependability
Expertise, credibility, reputation, and trustworthiness of the source.
Slide33Classification of Secondary Data
Secondary Data
Ready to Use
Requires Further Processing
Published
Materials
Computerized Databases
Syndicated Services
Internal
External
Slide34Published Secondary SourcesStatisticalData
Guides
Directories
Indexes
Census Data
Other Government Publications
Published Secondary Data
General Business Sources
Government Sources
Slide35Computerized DatabaseBibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose Databases
Computerized Databases
Online
Off-Line
Internet
Slide36ContinuedBibliographic databases are composed of citations to articlesNumeric databases contain numerical and statistical information Full-text databases contain the complete text of the source documents comprising the database
Directory databases
provide information on individuals, organizations, and services
Special-purpose databases
provide specialized information
Slide37Syndicated ServicesSyndicated services are companies that collect and sell common pools of data of known commercial value designed to serve a number of clientsSyndicated sources can be classified based on the unit of measurement (households/consumers or institutions) Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services.
Institutional data may be obtained from retailers, wholesalers, or industrial firms.
Slide38Thank You