UNIT 1(part 2)

Research Design, Feature of a Good Research Design

Research Design is defined as a framework of methods and techniques chosen by a

researcher to combine various components of research in a reasonably logical manner so
that the research problem is efficiently handled. It provides insights about “how” to conduct
research using a particular methodology.

Types of Research Design

A researcher must have a clear understanding of the various types of research design to
select which type of research design to implement for a study. Research design can be
broadly classified into quantitative and qualitative research design.

1. Qualitative Research Design

Qualitative research is implemented in cases where a relationship between collected data

and observation is established on the basis of mathematical calculations. Theories related to
a naturally existing phenomenon can be proved or disproved using mathematical
calculations. Researchers rely on qualitative research design where they are expected to
conclude “why” a particular theory exists along with “what” respondents have to say about
it.

2. Quantitative Research Design

Quantitative research is implemented in cases where it is important for a researcher to have

statistical conclusions to collect actionable insights. Numbers provide a better perspective to
make important business decisions. Quantitative research design is important for the
growth of any organization because any conclusion drawn on the basis of numbers and
analysis will only prove to be effective for the business.

Further, research design can be divided into five types :

(I) Descriptive Research Design: In a descriptive research design, a researcher is solely

interested in describing the situation or case under his/her research study. It is a theory-
based research design which is created by gather, analyze and presents collected data. By
implementing an in-depth research design such as this, a researcher can provide insights
into the why and how of research.

(II) Experimental Research Design: Experimental research design is used to establish a

relationship between the cause and effect of a situation. It is a causal research design where
the effect caused by the independent variable on the dependent variable is observed. For
example, the effect of an independent variable such as price on a dependent variable such
 as customer satisfaction or brand loyalty is monitored. It is a highly practical research design
method as it contributes towards solving a problem at hand. The independent variables are
manipulated to monitor the change it has on the dependent variable. It is often used in
social sciences to observe human behavior by analyzing two groups – effect of one group on
the other.

(III) Correlational Research Design: Correlational research is a non-experimental research

design technique which helps researchers to establish a relationship between two closely
connected variables. Two different groups are required to conduct this research design
method. There is no assumption while evaluating a relationship between two different
variables and statistical analysis techniques are used to calculate the relationship between
them.

Correlation between two variables is concluded using a correlation coefficient, whose value
ranges between -1 and +1. If the correlation coefficient is towards +1, it indicates a positive
relationship between the variables and -1 indicates a negative relationship between the two
variables.

(IV) Diagnostic Research Design: In the diagnostic research design, a researcher is inclined
towards evaluating the root cause of a specific topic. Elements that contribute towards a
troublesome situation are evaluated in this research design method.

There are three parts of diagnostic research design:

 Inception of the issue

 Diagnosis of the issue
 Solution for the issue

(V) Explanatory Research Design: In exploratory research design, the researcher’s ideas and
thoughts are key as it is primarily dependent on their personal inclination about a particular
topic. Explanation about unexplored aspects of a subject is provided along with details
about what, how and why related to the research questions.

Features of a Good Research Design

The features of good research design is often characterized by adjectives like flexible,
appropriate, efficient, economical and so on. Generally, the design which minimizes bias and
maximizes the reliability of the data collected and analyzed is considered a good design. The
design which gives the smallest experimental error is supposed to be the best design in
many investigations..

A research design appropriate for a particular research problem, usually involves the
consideration of the following factors:

1. The means of obtaining information;

2. The availability and skills of the researcher and his staff, if any;
3. The objective of the problem to be studied;
4. The nature of the problem to be studied; and
5. The availability of time and money for the research work.

Research Design: Meaning, Classification and elements

Research design is defined as a framework of methods and techniques chosen by a

researcher to combine various components of research in a reasonably logical manner so
that the research problem is efficiently handled. It provides insights about “how” to conduct
research using a particular methodology. Every researcher has a list of research questions
which need to be assessed – this can be done with research design.

The sketch of how research should be conducted can be prepared using research design.
Hence, the market research study will be carried out on the basis of research design.

The design of a research topic is used to explain the type of research

(experimental, survey, correlational, semi-experimental, review) and also its sub-type
(experimental design, research problem, and descriptive case-study). There are three main
sections of research design: Data collection, measurement, and analysis.

The type of research problem an organization is facing will determine the research design
and not vice-versa. Variables, designated tools to gather information, how will the tools be
used to collect and analyze data and other factors are decided in research design on the
basis of a research technique is decided.

An impactful research design usually creates minimum bias in data and increases trust on
the collected and analyzed research information. Research design which produces the least
margin of error in experimental research can be touted as the best. The essential elements
of research design are:

1. Accurate purpose statement of research design

2. Techniques to be implemented for collecting details for research
3. Method applied for analyzing collected details
4. Type of research methodology
5. Probable objections for research
6. Settings for research study
7. Timeline
8. Measurement of analysis

Research Design Characteristics

Neutrality: The results projected in research design should be free from bias and neutral.
Understand opinions about the final evaluated scores and conclusion from multiple
individuals and consider those who agree with the derived results.
 Reliability: If a research is conducted on a regular basis, the researcher involved expects
similar results to be calculated every time. Research design should indicate how the
research questions can be formed to ensure the standard of obtained results and this can
happen only when the research design is reliable.

Validity: There are multiple measuring tools available for research design but valid
measuring tools are those which help a researcher in gauging results according to the
objective of research and nothing else. The questionnaire developed from this research
design will be then valid.

Generalization: The outcome of research design should be applicable to a population and

not just a restricted sample. Generalization is one of the key characteristics of research
design.

Types of Research Design

A researcher must have a clear understanding of the various types of research design to
select which type of research design to implement for a study. Research design can be
broadly classified into quantitative and qualitative research design.

Qualitative Research Design: Qualitative research is implemented in cases where a

relationship between collected data and observation is established on the basis of
mathematical calculations. Theories related to a naturally existing phenomenon can be
proved or disproved using mathematical calculations. Researchers rely on qualitative
research design where they are expected to conclude “why” a particular theory exists along
with “what” respondents have to say about it.

Quantitative Research Design: Quantitative research is implemented in cases where it is

important for a researcher to have statistical conclusions to collect actionable insights.
Numbers provide a better perspective to make important business decisions. Quantitative
research design is important for the growth of any organization because any conclusion
drawn on the basis of numbers and analysis will only prove to be effective for the business.

Further, research design can be divided into five types:

1. Descriptive Research Design: In a descriptive research design, a researcher is solely

interested in describing the situation or case under his/her research study. It is a theory-
based research design which is created by gather, analyze and presents collected data. By
implementing an in-depth research design such as this, a researcher can provide insights
into the why and how of research.
2. Experimental Research Design: Experimental research design is used to establish a
relationship between the cause and effect of a situation. It is a causal research design where
the effect caused by the independent variable on the dependent variable is observed. For
example, the effect of an independent variable such as price on a dependent variable such
as customer satisfaction or brand loyalty is monitored. It is a highly practical research design
method as it contributes towards solving a problem at hand. The independent variables are
 manipulated to monitor the change it has on the dependent variable. It is often used in
social sciences to observe human behavior by analyzing two groups – affect of one group on
the other.
3. Correlational Research Design: Correlational research is a non-experimental research
design technique which helps researchers to establish a relationship between two closely
connected variables. Two different groups are required to conduct this research design
method. There is no assumption while evaluating a relationship between two different
variables and statistical analysis techniques are used to calculate the relationship between
them.

Correlation between two variables is concluded using a correlation coefficient, whose value
ranges between -1 and +1. If the correlation coefficient is towards +1, it indicates a positive
relationship between the variables and -1 indicates a negative relationship between the two
variables.

4. Diagnostic Research Design: In the diagnostic research design, a researcher is inclined

towards evaluating the root cause of a specific topic. Elements that contribute towards a
troublesome situation are evaluated in this research design method.

There are three parts of diagnostic research design:

 Inception of the issue

 Diagnosis of the issue
 Solution for the issue

5. Explanatory Research Design: In exploratory research design, the researcher’s ideas and
thoughts are key as it is primarily dependent on their personal inclination about a particular
topic. Explanation about unexplored aspects of a subject is provided along with details
about what, how and why related to the research questions.

Elements of Research Design

A research design can be described as a conceptual structure within which research is going
to be carried out. It comprises the blueprint for the collection, measurement and analysis of
data. Decisions with regards to what, where, when, how much, by what means concerning
an enquiry or a research design are taken.

A research design is the arrangement of conditions for collection and evaluation of data in a
fashion which is designed to combine relevance to the research purpose with economy in
process.

The key elements of a good research design are as under :

1. Research Design is a plan which identifies the sources and kinds of information strongly
related to the research problem.
2. It is a strategy indicating which method is going to be employed for collecting and analyzing
the data.
3. Additionally, it consists of the time and cost budgets because most research is done under
these two constraints. In a nutshell a research design must contain:

 A clear statement of the research problem.

 Methods and techniques to be utilized for gathering information from the population to be
researched.
 Approach to be utilized in processing and analyzing data.

Purpose of the Study

 Exploratory study: Carried out when not much is known about the problem at hand, or no
details are available on how similar problems or research issues have been solved in the
past.
 Descriptive study: Carried out as a way to determine and be able to describe the
characteristics of the variables of interest in a situation characteristics of the variables of
interest in a situation.
 Studies which engage in hypotheses testing generally explain the nature of certain
relationships, or establish the differences among groups or the independence of two or
more factors in a situation.

A good research design must contain: a clear statement, Methods and techniques for data
collection, processing and analyzing data.

Problem in Measurement in Management Research – Validity And Reliability

Problems in Measurement should be precise and unambiguous in an ideal research study.

This objective, however, is often not met with in entirety. As such the researcher must be
aware about the sources of error in measurement. The following are the possible sources of
error in measurement.

 Respondent: At times the respondent may be reluctant to express strong negative feelings
or it is just possible that he may have very little knowledge but may not admit his ignorance.
All this reluctance is likely to result in an interview of ‘guesses.’ Transient factors like fatigue,
boredom, anxiety, etc. may limit the ability of the respondent to respond accurately and
fully.
 Situation: Situational factors may also come in the way of correct measurement. Any
condition which places a strain on interview can have serious effects on the interviewer-
respondent rapport. For instance, if someone else is present, he can distort responses by
joining in or merely by being present. If the respondent feels that anonymity is not assured,
he may be reluctant to express certain feelings.
 Measurer: The interviewer can distort responses by rewording or reordering questions. His
behaviour, style and looks may encourage or discourage certain replies from respondents.
Careless mechanical processing may distort the findings. Errors may also creep in because of
incorrect coding, faulty tabulation and/or statistical calculations, particularly in the data-
analysis stage.
 Instrument: Error may arise because of the defective measuring instrument. The use of
complex words, beyond the comprehension of the respondent, ambiguous meanings, poor
 printing, inadequate space for replies, response choice omissions, etc. are a few things that
make the measuring instrument defective and may result in measurement errors. Another
type of instrument deficiency is the poor sampling of the universe of items of concern.
 Researcher must know that correct measurement depends on successfully meeting all of the
problems listed above. He must, to the extent possible, try to eliminate, neutralize or
otherwise deal with all the possible sources of error so that the final results may not be
contaminated.

RELIABILITY

A test must also be reliable. Reliability is “Self-correlation of the test.” It shows the extent to
which the results obtained are consisted when the test is administered. Once or more than
once on the same sample with a reasonable gap. Consistency in results obtained in a single
administration is the index of internal consistency of the test and consistency in results
obtained upon testing and retesting is the index of temporal consistency. Reliability thus,
includes both internal consistency as well as temporal consistency. A test to be called sound
must be reliable because reliability indicates the extent to which the scores obtained in the
test are free from such internal defects of standardization, which are likely to produce
errors of measurement.

Types of Reliability:

(i) Internal reliability

(ii) External reliability

 Internal Reliability; Internal reliability assesses the consistency of results across items within
a test.
 External Reliability; External reliability refers to the extent to which a measure varies from
one use to another.

Errors in Reliability:

At a time scores are not consistent because some other factors also affect reliability e.g.

Noise

Health

Time

There is always a chance of 5% error in reliability which is acceptable.

VALIDITY

Validity is another prerequisite for a test to be sound. Validity indicates the extent to which
the test measure what it intends to measure, when compared with some outside
independent criteria. In other words it is the correlation of the test with some outside
criteria. The criteria should be independent one and should be regarded as the best index of
trait or ability being measured by the test. Generally, validity of a test is dependent upon
the reliability because a test which yields inconsistent results (poor reliability) is ordinarily
not expected to correlate with some outside independent criteria.

Data Collection Methods:

Data collection is a process of collecting information from all the relevant sources to find
answers to the research problem, test the hypothesis and evaluate the outcomes. Data
collection methods can be divided into two categories: secondary methods of data
collection and primary methods of data collection.

Methods of data collection for primary and secondary Data

(1) PRIMARY DATA

Primary data are original observations collected by the researcher or his agent for the first
time for any investigation and used by them in the statistical analysis.

The primary data is the one type of important data. It is collection of data from first hand
information.
 This information published by one organization for some purposes. This type of primary
data is mostly pure and original data.

The primary data collection is having three different data collection methods are:-

 Data Collection through Investigation:

In this method, trained investigators are working as employees for collecting the data. The
researchers will use the tools like interview and collect the information from the individual
persons.

 Personal Investigation Methods:

The researchers or the data collectors will conduct the survey and hence they collect the
data. In this method we have to collect more accurate data and original data. This method is
useful for small data collection only not big collection of data projects.

 Data Collection through Telephones:

The data researcher uses the tools like telephones, mobile phones to collect the information
or data. This is accurate and very quick process for data collection. But information collected
is not accurate and true.

(2) SECONDARY DATA

The secondary data is the other type of data, which is collection of data from second hand
information. This information is known as, given data is already collected from any one
persons for some purpose, and it has available for the present issues. And mostly these
secondary data’s are not relevant and pure or original data

TWO IMPORTANT METHODS:

a) Official methods:

Data collecting from the ministry of finance, Agriculture, Industry and etc. These data
collection methods are official methods. This methods are used the tools of phone calls and
surveys.

b) Semi–official methods:

This is the method of data collection from Railway boards, banks, population committee etc.
This methods only used for the focusing groups, and interviews, and electronic mail surveys.

Ways of Collections
 In this case the data’s are already available, it means the data’s are already collected and
analyzed by someone else. It can be either published or unpublished data. When using the
secondary data, the following characteristics must be followed:

 Reliability
 Suitability
 Adequate data

These data’s can be collected from the following places:-

1. a) Official
2. b) Newspapers and journals
3. c) Research organizations like universities.

Secondary sources are data that already exist

 Previous research
 Official statistics
 Mass media products
 Diaries
 Letters
 Government reports
 Web information
 Historical data and information