Course Code: DMGT404

Course Title: RESEARCH METHODOLOGY

ASSIGNMENT 1

Maximum Marks: 20
Ques 1: Answer the following
(a)

Define Research design?

The design of a study defines the study type (descriptive, correlational, semiexperimental, experimental, review, meta-analytic) and sub-type (e.g.,
descriptive-longitudinal case study),research question, hypotheses, independent
and dependent variables, experimental design, and, if applicable, data collection
methods .

(b)

Define sample?

This has a specific meaning within quantitative market research, originating

within probability theory and referring to the population that is researched or
sampled, drawn from a target population. In this context, a sample should
represent the target population, so that the results may be generalized to
the whole of that population.
Qualitative research, on the other hand, does not attempt to derive
representative samples. Rather, it seeks to include people or situations
within a project that will prove the most fertile, given the nature of the
research question; this is known as a purposive sample. In qualitative market
research, therefore, the term sample is taken to mean the specific set of
people interviewed or observed for a study and makes no technical reference
to sampling theory.

Synonyms, Acronyms and Abbreviations

(c)

What is the need of a research design?

Research design has a significant impact on the reliability of the results obtained. It thus acts as a
firm foundation for the entire research. It is needed because it facilitates the smooth functioning of
the various research operations. It makes the research as efficient as possible by giving
maximum information with minimal expenditure of effort, time and money

The need for research design is as follows:

(d)

It reduces inaccuracy;
Helps to get maximum efficiency and reliability;
Eliminates bias and marginal errors;
Minimizes wastage of time;
Helpful for collecting research materials;
Helpful for testing of hypothesis;
Gives an idea regarding the type of resources required in terms of money, manpower, time, and
efforts;
Provides an overview to other experts;
Guides the research in the right direction.

Differentiate exploratory and descriptive research design?

Exploratory Research
Exploratory research is an important part of any marketing or business strategy. Its
focus is on the discovery of ideas and insights as opposed to collecting statistically
accurate data. That is why exploratory research is best suited as the beginning of your

total research plan. It is most commonly used for further defining company issues, areas
for potential growth, alternative courses of action, and prioritizing areas that require
statistical research.
When it comes to online surveys, the most common example of exploratory research
takes place in the form of open-ended questions. Think of the exploratory questions in
your survey as expanding your understanding of the people you are surveying. Text
responses may not be statistically measureable, but they will give you richer quality
information that can lead to the discovery of new initiatives or problems that should be
addressed.

Descriptive Research
Descriptive research takes up the bulk of online surveying and is considered conclusive
in nature due to its quantitative nature. Unlike exploratory research, descriptive research
is preplanned and structured in design so the information collected can be statistically
inferred on a population.
The main idea behind using this type of research is to better define an opinion, attitude,
or behaviour held by a group of people on a given subject. Consider your everyday
multiple choice question. Since there are predefined categories a respondent must
choose from, it is considered descriptive research. These questions will not give the
unique insights on the issues like exploratory research would. Instead, grouping the
responses into predetermined choices will provide statistically inferable data. This allows
you to measure the significance of your results on the overall population you are
studying, as well as the changes of your respondents opinions, attitudes, and
behaviours over time.
(e)

What do you understand by research problem?

1. Specify the Research Objectives

A clear statement of objectives will help you develop effective research.

2. Review the Environment or

Context of the Research
Problem
As a marketing researcher, you must work closely with your team. This will help you
determine whether the findings of your project will produce enough information to be
worth the cost.

3. Explore the Nature of the

Problem
Research problems range from simple to complex, depending on the number of
variables and the nature of their relationship.
If you understand the nature of the problem as a researcher, you will be able to better
develop a solution for the problem.

4. Define the Variable

Relationships
Marketing plans often focus on creating a sequence of behaviors that occur over time,
as in the adoption of a new package design, or the introduction of a new product.

5. The Consequences of
Alternative Courses of Action

There are always consequences to any course of action. Anticipating and

communicating the possible outcomes of various courses of action is a primary
responsibility in the research process.
[2*5=10]
Ques 2: Explain the steps involved in sampling design process?
[5]
STEPS IN SAMPLING PROCESS:
It is the procedure required right from defining a population to the actual selection of
sample elements.There are seven steps involved in this process.
Step 1: Define the population1
It is the aggregate of all the elements defined prior to selection of the sample. It is
necessary to define population in terms of
(i)
(ii)
(iii)
(iv)

elements
sampling units
extent
time.

Step 2 : Identify the sampling frame

Identifying the sampling frame, which could be a telephone directory, a list of blocks and
localities of a city, a map or any other list consisting of all the sampling units. It may be
pointed out that if the frame is incomplete or otherwise defective, sampling will not be
able to overcome these shortcomings
The question isHow to ensure that the frame is perfect and free from any defect
Leslie Kish has observed that a perfect frame is one where every element appears on
the list separately, once only once, and nothing else appears on the list This type of
perfect frame would indicate one-to-one correspondence between frame units and
sampling units But such perfect frames are rather rare Accordingly, one has to use
frames with one deficiency or another, but one should ensure that the frame is not too
deficient so as to be given up altogether

Step 3: Specify the sampling unit

The sampling unit is the basic unit containing the elements of the target population. The
sampling unit may be different from the element. For example, if one wanted a sample
of housewives, it might be possible to have access to such a sample directly. However,
it is easier to select households as the sampling unit and then interview housewives in
each of the households.

As mentioned in the preceding step, the sampling frame should be complete and
accurate otherwise the selection of the sampling unit might be defective. It is necessary
to get a further specification of the sampling unit both in personal interviews and in
telephone interviews. Thus, in personal interviews, a pertinent question isof the
several persons in a household, who should be interviewed? If interviews were held
during office timings when the heads of families and other employed persons are away,
interviewing would under-represent employed persons and over-represent elderly
persons, housewives and the unemployed. In view of these considerations, it is
necessary to have a random process of selection of the adult residents of each
household. One method that could be used for this purpose is to list all the eligible
persons living at a particular address and then select one of them.
Step 4: Specify the sampling method
It indicates how the sample units are selected. One of the most important decisions in
this regard is to determine which of the twoprobability and non-probability sampleis
to be chosen.
In case of a probability sample, it is possible to measure the sampling error and thereby
determine the degree of precision in the estimates with the help of the theory of
probability. This theory also enables us to consider, from amongst the various possible
sample designs, the one that will give the maximum information per rupee. This is not
possible when a non-probability sample is used.
Although non-probability sampling does not yield these benefits, on account of its
convenience and economy, it is often preferred to probability sampling. If the researcher
is convinced that the risks involved in the use of a non-probability sample are more than
offset by its being relatively cheap and convenient, his choice should be in favor of nonprobability sampling
Step 5: Determine the sample size
In other words, one has to decide how many elements of the target population are to be
chosen.

Step 6: Specify the sampling plan

This means that one should indicate how decisions made so far are to be implemented.
For example, if a survey of households is to be conducted, a sampling plan should
define a household, contain instructions to the interviewer as to how he should take a
systematic sample of households, advise him on what he should do when no one is
available on his visit to the household, and so on. These are some pertinent issues in a
sampling survey to which a sampling plan should provide answers.
Step 7: Select the sample
This is the final step in the sampling process. A good deal of office and fieldwork is involved in
the actual selection of the sampling elements. Most of the problems in this stage are faced by
the interviewer while contacting the sample-respondents.

Ques 3: Explain the characteristics of a good sampling design?

[5]
Characteristics Of A Good
Sample Design
Kish mentions that a good sample design requires the judicious balancing of four broad
criteria goal orientation, measurability, practicality and economy.

Goal orientation

This suggests that a sample design should be oriented to the research objectives,
tailored to the survey design, and fitted to the survey conditions If this is done, it should
influence the choice of the population, the measurement as also the procedure of
choosing a sample
Measurability

A sample design should enable the computation of valid estimates of its sampling
variability Normally, this variability is expressed in the form of standard errors in surveys
However, this is possible only in the case of probability sampling In non-probability
samples, such as a quota sample, it is not possible to know the degree of precision of
the survey results
Practicality

This implies that the sample design can be followed properly in the survey, as
envisaged earlier It is necessary that complete, correct, practical and clear instructions

should be given to the interviewer so that no mistakes are made in the selection of
sampling units and the final selection in the field is not different from the original sample
design Practicality also refers to simplicity of the design, i.e. it should be capable of
being understood and followed in actual operation of the field work
Economy

Finally, economy implies that the objectives of the survey should be achieved with
minimum cost and effort Survey objectives are generally spelt out in terms of precision,
i.e. the inverse of the variance of survey estimates For a given degree of precision, the
sample design should give the minimum cost Alternatively, for a given per unit cost, the
sample design should achieve maximum precision (minimum variance)
It may be pointed out that these four criteria come into conflict with each other in most of the
cases, and the researcher should carefully balance the conflicting criteria so that he is able to
select a really good sample design As there is no unique method or procedure by which one can
select a good sample, one has to compare several sample designs that can be used in a survey
This means that one has to weigh the pros and cons, the strong and weak points of various
sample designs in respect of these four criteria, before selecting the best possible one