Concept of Research Design

The research design is a framework or blueprint for conducting the marketing research project. It
specifies the precise details of the procedures necessary for obtaining the required information. It is
important to have a good research design in order to ensure that the marketing research project is
conducted effectively and efficiently.

Research design is simply a plan for a study. This is used as a guide in collecting and analyzing the data. It
can be called a blue print to carry out the study. It is like a plan made by an architect to build the house,
if a research is conducted without a blue print, the result is likely to be different from what is expected
at the start.

The blue print includes

(1) interviews to be conducted, observations to be made, experiments to be conducted data analysis to

be made.

(2) Tools used to collect the data such as questionnaire

(3) what is the sampling methods used.

Marketing research design refers to the structured framework or blueprint that guides the entire
marketing research process. It outlines the methods and procedures for collecting, measuring, and
analyzing data relevant to the research objectives. Essentially, it ensures that the research is
systematically planned, executed, and optimized to address the identified problem or opportunity
effectively.

Need for Research Design

Before starting the research process, efficient and appropriate research design should be prepared. A
research design is needed because of the following benefits it provides:

• It helps in smooth functioning of various research operations.

• It requires less effort, time and money.

• It helps to plan in advance the methods and techniques to be used for collecting and analyzing data.

• It helps in obtaining the objectives of the research with the availability of staff, time and money.

The researcher should consider the following factors before creating a research
design:
• The method for obtaining information source

• Skills of the researcher and the co-ordinating staff

• Problem objectives

• Nature of the problem

• Time and money available for the research work.

Typically, a research design involves the following components or

tasks,
1 Define the information needed

2 Decide whether the overall design is to be exploratory, descriptive or causal

3 Design the sequence of techniques of understanding and/or measurement

4 Construct and pre-test an appropriate form for data collection or questionnaire

5 Specify the qualitative and/or quantitative sampling process and sample size

6 Develop a plan of qualitative and/or quantitative data analysis

Research design from decision maker’s perspective

Marketing decision makers seek support from researchers that is of practical relevance to the decisions
they face. To give practical support, decision makers expect information that is:

• Accurate, i.e. the most valid representation of the phenomena under investigation, that has come
from the most reliable or consistent form of measurement or understanding, that is sufficiently sensitive
to the important differences in individuals being measured or understood. Combining these three
criteria refers to the degree to which information may be deemed as ‘accurate’.

• Current, i.e. as up to date as possible. This is particularly important where consumer attitudes, lifestyle
or behaviour change quickly, perhaps due to rapid technological changes or new product offerings in a
highly competitive market.

• Sufficient, i.e. the completeness or clarity of a ‘picture’ that reflects the characteristics of the
marketing problem the decision makers face.

• Available, i.e. that access to the relevant information can be made when a decision is imminent. This is
particularly important where competitive activity forces the decision makers into making a rapid
response.

• Relevant, i.e. that the support given ‘makes sense’ to decision makers. In a very general sense,
decision makers may criticise qualitative research approaches and techniques for being biased and
unrepresentative and, conversely, quantitative approaches and techniques for lacking depth and a
contextual perspective. Whichever approach or techniques are adopted, decision makers should be
aware of their benefits, limitations and even alternatives. With this awareness they can use the findings
with confidence to build upon their existing experiences and knowledge

Research design classification

Research designs may be broadly classified as exploratory or conclusive.

Exploratory research is used to seek insights into general nature of the problem. It provides the relevant
variable that need to be considered. In this type of research, there is no previous knowledge; research
methods are flexible, qualitative and unstructured.

Exploratory Exploration refers to finding something existing but unknown to us. It is getting information
and getting an idea about the issue. However, the information is not valid for making major decisions.
Exploratory research

A research design characterized by a flexible and evolving approach to understanding marketing

phenomena that are inherently difficult to measure.

It may be 2 types:

a) Qualitative Exploration Research focuses on gathering non-numerical, in-depth insights to

understand underlying motivations, opinions, and behaviors. It aims to explore concepts,
uncover patterns, and generate hypotheses without relying on statistical analysis.
 b) Quantitative exploration research involves the collection and analysis of numerical data to
identify trends, relationships, or patterns. It seeks to quantify variables and test hypotheses
using statistical tools.

Conclusive research

A research design characterized by the measurement of clearly defined marketing phenomena. This
requires that the information needed is clearly specified. Conclusive research is typically more formal
and structured than exploratory research. It is based on large, representative samples, and the data
obtained are subjected to quantitative analysis.

Conclusive research designs may be either descriptive or causal, and descriptive research designs may
be either cross-sectional or longitudinal.

a) Descriptive research A type of conclusive research that has as its major objective the description
of something, usually market characteristics or functions.
 Cross-sectional design A type of research design involving the collection of information only
once from any given sample of population elements.
- Single cross-sectional design A cross-sectional design in which one sample of participants is
drawn from the target population and information is obtained from this sample only once.
- Multiple crosssectional design A cross-sectional design in which there are two or more
samples of participants, and information from each sample is obtained only once.
 Longitudinal design A type of research design involving a fixed sample of population elements
measured repeatedly. The sample remains the same over time, thus providing a series of
pictures that, when viewed together, vividly illustrate the situation and the changes that are
taking place.
b) Causal research A type of conclusive research where the major objective is to obtain evidence
regarding cause-and-effect (causal) relationships.

Differences Between Exploratory and Conclusive Research

Aspect Exploratory Research Conclusive Research

To explore and gain initial insights To provide precise and conclusive
Purpose
into a problem or situation. information for decision-making.
Flexible, open-ended, and
Nature Structured and well-defined.
unstructured.
To identify potential problems, To test hypotheses and provide clear
Objective
hypotheses, or variables. answers.
Approach Qualitative, inductive, and broad. Quantitative, deductive, and specific.
Interviews, focus groups, observation, Surveys, experiments, longitudinal
Methods
secondary research. studies, descriptive statistics.
Outcome Generates ideas, hypotheses, or Provides data-driven and actionable
 Aspect Exploratory Research Conclusive Research
insights. conclusions.
Level of Low certainty due to limited sample High certainty with statistically valid
Certainty size or lack of structure. data.
Data Informal and small-scale, often non- Formal, large-scale, representative
Collection representative samples. samples.
Used in the initial stages of research to
Used to validate decisions or develop
Use Case
define the problem. detailed strategies.
Longer time frame for thorough and
Time Frame Shorter time frame for quick insights.
reliable results.
- Exploring customer needs for a new - Determining the most effective
Examples
product. advertising strategy.

Sources of errors in research design

Total error The variation between the true mean value in the population of the variable of interest
and the observed mean value obtained in the marketing research project. It may of 2 types:

1. Random sampling error occurs because the particular sample selected is an imperfect
representation of the population of interest. Random sampling error is the variation between
the true mean value for the population and the true mean value for the original sample.
2. Non-sampling error An error that can be attributed to sources other than sampling and that can
be random or non-random.
It may of 2 types:
a) Non-response error A type of non-sampling error that occurs when some of the participants
included in the sample do not respond. This error may be defined as the variation between the
true mean value of the variable in the original sample and the true mean value in the net
sample.
b) Response error A type of non-sampling error arising from participants who do respond but who
give inaccurate answers or whose answers are mis-recorded or mis-analysed. It may be defined
as a variation between the true mean value of the variable in the net sample and the observed
mean value obtained in the market research project.

Response errors made by the researcher include -

 Surrogate information error may be defined as the variation between the information needed
for the marketing research problem and the information sought by the researcher.
 Measurement error may be defined as the variation between the information sought and
information generated by the measurement process employed by the researcher.
 Population definition error may be defined as the variation between the actual population
relevant to the problem at hand and the population as defined by the researcher.
 Sampling frame error may be defined as the variation between the population defined by the
researcher and the population as implied by the sampling frame (list) used.
 Data analysis error encompasses errors that occur while raw data from questionnaires are
transformed into research findings.

Response errors made by the interviewer include –

 Participant selection error occurs when interviewers select participants other than those
specified by the sampling design
 Questioning errors denotes errors made when asking questions of the participants, or in not
probing when more information is needed
 Recording error arises due to errors in hearing, interpreting and recording the answers given by
the participants
 Cheating error arises when the interviewer fabricates answers to a part or the whole of the
interview.
Response errors made by the participant comprise errors of inability and unwillingness:

 Inability error results from the participant’s inability to provide accurate answers.
 Unwillingness error arises from the participant’s unwillingness to provide accurate information.