Session 7, 8

Jan 29, 2015

The Research Proposal : A Planning Tool

Problem Purpose, variables of interest, hypothesis, data availability,
research feasibility
Definition

Basic
Research
Design

What type of research design exploratory, descriptive,

experimental, mixed? Sample, Data gathering, Analytical strategy

Dummy Tables, Format, Presentations, Draft report, Reporting

Schedule, Executive Summary, Managerial insights and
Reporting
implications
& Overall Cost, outsourcing decisions, time frame - deadlines
Evaluation

Research Design: Definition

A research design is a framework or

blueprint for conducting the research project.
It details the procedures necessary for

obtaining the information needed to structure

or solve business research problems.

Components of a Research Design

Define the information needed

Design the exploratory, descriptive, and/or causal
phases of the research.
Specify the measurement and scaling procedures
Construct and pretest a questionnaire
(interviewing form) or an appropriate form for data
collection
Specify the sampling process and sample size
Develop a plan of data analysis

Research Design-Cause Related Marketing

Stage 1: Exploratory research was conducted to identify social causes
(Secondary data analysis and focus groups)
The following issues were identified : Child care, drug abuse, public education,
hunger, crime, environment, medical research, poverty.
Stage 2 : A random sample of 2000 Americans were surveyed ( Descriptive
cross sectional survey)
61% respondents said that if the price and quality are same, they would switch
to a brand that support good causes.
68% were likely to pay more for brands linked to a social cause
The relative salience of social causes that business should address was
Computed

A Classification of Business Research Designs

Research Design

Conclusive
Research Design

Exploratory Research
Design

Descriptive
Research

Cross-Sectional
Design

Single CrossSectional Design

Causal

Longitudinal
Design

Multiple CrossSectional Design

Research

Exploratory & Conclusive Research Differences

Table 3.1

Exploratory

Conclusive

Objective:

To provide insights and

understanding

To test specific hypotheses and

examine relationships

Characteristics:

Information needed is defined

only loosely. Research process is
flexible and unstructured.
Sample is small and nonrepresentative. Analysis of
primary data is qualitative

Information needed is clearly

defined. Research process is formal
and structured. Sample is large and
representative. Data analysis is
quantitative

Findings/
Results:

Tentative

Conclusive

Outcome:

Generally followed by further

exploratory or conclusive
research

Findings used as input into decision

making

A Comparison of Basic Research Designs

Table 3.2
Exploratory

Descriptive

Causal

Objective:

Discovery of ideas
and insights

Describe market
characteristics or
functions

Determine cause
and effect
relationships

Characteristics:

Flexible, versatile

Marked by the prior

formulation of specific
hypotheses

Often the front end

of total research
design

Preplanned and
structured design

Manipulation of
independent
variables, effect
on dependent
variables

Expert surveys
Pilot surveys
Case studies
Secondary data:
qualitative analysis
qualitative research

Secondary data:
quantitative analysis
Experiments
Surveys
Panels
Observation and other
data

Methods:

Control mediating
variables

What is Qualitative Research?

Qualitative business research
Research that addresses business objectives through

techniques that allow the researcher to provide

elaborate interpretations of phenomena without
depending on numerical measurement

Its focus is on discovering true inner meanings and new

insights.

Researcher-dependent
Researcher must extract meaning from unstructured

responses such as text from a recorded interview or a

collage representing the meaning of some
experience.

Uses of Qualitative Research

Qualitative research is useful when:
It is difficult to develop specific and actionable

decision statements or research objectives.

The research objective is to develop a detailed and

in-depth understanding of some phenomena.

The research objective is to learn how a phenomenon

occurs in its natural setting or to learn how to express

some concept in colloquial terms.
The behavior the researcher is studying is particularly

context-dependent.
A fresh approach to studying the problem is needed.

Qualitative versus Quantitative Research

Quantitative business research
Descriptive and conclusive

Addresses research objectives through empirical

assessments that involve numerical measurement and
statistical analysis.

Qualitative business research

Exploratory
Uses small versus large samples
Asks a broad range of questions versus structured questions
Subjective interpretation versus statistical analysis

Comparing Qualitative and Quantitative Research

Contrasting Exploratory and Confirmatory

Research
Qualitative data
Data that are not characterized by numbers but rather

are textual, visual, or oral.

Focus is on stories, visual portrayals, meaningful

characterizations, interpretations, and other expressive
descriptions.

Quantitative data
Represent phenomena by assigning numbers in an

ordered and meaningful way.

Qualitative Research Orientations

Major Orientations of Qualitative Research
1. Phenomenologyoriginating in philosophy and

psychology
2. Ethnographyoriginating in anthropology
3. Grounded theoryoriginating in sociology

4. Case studiesoriginating in psychology and in

business research

What Is a Phenomenological Approach to

Research?
Phenomenology
A philosophical approach to studying human

experiences based on the idea that human

experience itself is inherently subjective and
determined by the context in which people live.
Seeks to describe, reflect upon, and interpret
experiences.
Relies on conversational interview tools and
respondents are asked to tell a story about some
experience.

What Is Hermeneutics?
Hermeneutics
An approach to understanding phenomenology that

relies on analysis of texts through which a person tells

a story about him- or herself.

Hermeneutic Unit
A text passage from a respondents story that is

linked with a key theme from within the respondents

story or provided by the researcher.

What Is Ethnography?
Ethnography
Represents ways of studying cultures through

methods that involve becoming highly active within

that culture.

Participant-observation
An ethnographic research approach where the

researcher becomes immersed within the culture that

he or she is studying and draws data from his or her
observations.

What Is Grounded Theory?

Grounded Theory
Represents an inductive investigation in which the

researcher poses questions about information

provided by respondents or taken from historical
records.

The researcher asks the questions to him or herself and

repeatedly questions the responses to derive deeper
explanations.

Key questions:
What is happening here?
How is it different?

What Are Case Studies?

Case Studies
The documented history of a particular person, group,

organization, or event.

Themes
Are identified by the frequency with which the same

term (or a synonym) arises in the narrative

description.

Common Qualitative Research Tools

Focus Groups

https://www.youtube.com/watch?v=0gR1zu7i0-E

A Focus Group Is . . .
What
A carefully planned
discussion
To obtain
perceptions of a
defined interest
area

A Focus Group Is . . .

Where
In a permissive,
non-threatening
environment

A Focus Group Is . . .
Who
Approximately seven
to ten people
With common
characteristics
relating to discussion
topic

A Focus Group Is . . .
How
Conducted by a
trained interviewer
(moderator,
facilitator).
Three focus groups
are the minimum for
a study

Why Do Focus Groups?

To collect qualitative data
To determine feelings, perceptions and
manner of thinking of participants
regarding products, services, programs or
opportunities
Attitudes and perceptions are developed in
part by interaction with other people
To promote self-disclosure among
participants
It's dangerous to take "customers" for
granted

When to Conduct Focus Groups

Focus groups are effective when
o People have something to share (motivations)
o The goal is to understand human behavior

Focus groups are not effective when

o People are divided or angry
o The goal is to gather factual information

Selecting Participants
Participants are similar
General selection rules:
Set exact specification
Maintain control of the selection process
Use the resources of the sponsoring

organization in recruiting
Beware of bias
Develop a pool of eligible participants and then
randomly select

Selection Strategies
List
Piggyback
On location
Nominations
Random phone screening
Ads in newspapers and bulletin boards

Incentives for Participants

Money
Food
Gifts
Positive, upbeat
invitation

Systematic Notification Procedures

1. Set meeting times for interviews

2. Contact potential participants by phone
or in person (2 weeks before meeting
time)
3. Send a personalized invitation
4. Phone (or contact) each person the day
before the focus group

The Focus Group Moderator

Moderator
A person who leads a focus group interview and

insures that everyone gets a chance to speak and

contribute to the discussion.

Qualities of a good moderator:

Develops rapport with the group
Good listener
Tries not to interject his or her own opinions
Controls discussion without being overbearing

Moderator Skills

Is mentally prepared
Selects appropriate location
Records the discussion
Uses purposeful small talk
Has a smooth & snappy introduction
Uses pauses and probes
Uses subtle group control
Controls reactions to participants
Uses an assistant moderator

Uses appropriate conclusion

Planning a Focus Group Outline

Discussion guide
Includes written introductory comments informing the

group about the focus group purpose and rules and

then outlines topics or questions to be addressed in
the group session.

Discussion Guide for a Focus Group Interview

Beginning the Focus Group Discussion

The first few moments in focus group
discussion are critical.
Create a thoughtful, permissive atmosphere
Provide the ground rules
Set the tone

Recommended introduction pattern:

Welcome
Overview and topic
Ground rules
First question

Asking Questions That Yield Powerful

Information
Use open-ended questions
Avoid dichotomous questions
"Why?" is rarely asked
Use "think back" questions
Carefully prepare focus questions
Ask uncued questions first, cued questions
second
Consider standardized questions

Ending Questions

Summary question

"Is this an adequate summary?"

All things considered question

Ask participants to reflect on the entire discussion and
then offer their positions or opinions

Final question
"Have we missed anything?

Systematic Analysis Process

Start while still in the group

Immediately after the focus group
Soon after the focus group--within hours
analyze individual focus group
Later--within days analyze the series of
focus groups
Finally, prepare the report

Focus Group Analysis Tips

When analyzing focus group data, consider
Words
Context
Internal consistency

Frequency or extensiveness of comments

Intensity of the comments
Specificity of responses
Find the big ideas

Reporting Focus Group Results

Use a communications strategy
Use an appropriate reporting style that the
client finds helpful and meets expectations
Strive for enlightenment
Make points memorable
Use narrative or bulleted format
Give thought to the oral report

Interactive Media and Online Focus Groups

Online focus group
A qualitative research effort in which a group of

individuals provides unstructured comments by

entering their remarks into an electronic Internet
display board of some type.

Focus blog
A type of informal, continuous focus group

established as an Internet blog for the purpose of

collecting qualitative data from participant comments.

Online Versus Face-to-face Focus Group

Techniques
Advantages
Fast
Inexpensive
Bring together many

participants from widespread geographical

areas
Respondent anonymity
Transcript
automatically recorded

Disadvantages
Less control over who

participates
Participants cannot
touch or taste
something
Cannot see facial
expression and body
language
Moderators ability to
probe and ask
questions is reduced

Disadvantages of Focus Groups

Focus groups:
Require objective, sensitive, and effective

moderators.
May have unique sampling problems.
May not be useful for discussing sensitive topics in

face-to-face situations.
Cost a considerable amount of money, particularly

when they are not conducted by someone employed

by the company desiring the focus group.

Resources
https://www.youtube.com/watch?v=-27WjZVDlbk