Choice of Research Design

Would you tell me what do you understand by design?

Ok, design means the methods and procedures. So here in marketing research design we will study the methods and procedure for conducting a particular study. The research design can be grouped into three categories- exploratory, descriptive and causal research.

An exploratory research focuses on the discovery of ideas and is generally based on secondary data. It is preliminary investigation which does not have a rigid design. This is because a researcher engaged in an exploratory study may have to change his focus as a result of new ideas and relationship among the variables. A descriptive study is undertaken when the researcher wants to know the characteristics of certain group such as age, sex, educational level, income, occupation, etc. In contrast to exploratory studies, descriptive studies are well structured.

A causal research is undertaken when the researcher is interested in knowing the cause and effect relationship between two or more variables. Such studies are based on reasoning along well tested lines.

Determining Source of Data: The next step is to determine the source of data to be used. The marketing researcher has to decide whether he has to collect primary data or spend exclusively on secondary data. Some- times, the research study is based on both secondary and primary data. When the study is based on secondary data, whether partly or fully, it is necessary to satisfy oneself that the data are quite suitable for the objective spelt out by the study.

Designing Data Collection Form: Once the decision in favour or collection of primary data is taken, one has to decide the mode of collection. The two methods available are observational method and survey method.

Observation: This method suggests that data are collected through one’s observation. If the researcher is a keen observer, with integrity he would be in a position to observe and record data faithfully and accurately.

While the observational method may be suitable in case of some studies, several things of interest such as attitudes, opinions, motivation and other intangible states of mind cannot be observed. Another aspect of this method is that it is non-reactive as data are collected unobtrusively without the direct participation of the respondent. This is a major advantage as the behavior can be recorded without relying on reports from the respondent.

Surveys: In marketing research, field surveys are commonly used to collect data from the respondents. Survey can be

• Personal
• Telephonic
• By mail
• By diary

There are certain advantages and limitations of each type of survey. Broadly speaking, telephonic survey is suitable when very limited information is sought in a short period of time. Moreover, such information should be readily available with the respondent. In contrast, surveys based on personal interviews are suitable when detailed information is to be collected. Sometimes a combination of two or more method could also be used. Structured questionnaires prepared in advance, to elicit the necessary information from the respondents. In case the enumerators are to fill up questionnaire, the survey is a personal one. It is a mail survey if the information is sought by sending the questionnaire by post. Whether it is a personal or a mail survey, it is necessary to design a suitable questionnaire, conduct a pilot survey and undertake a pre-testing of the questionnaire. The pre-testing will enable the researcher to realize the short- comings of the questionnaire.