RESEARCH DESIGN

RESEARCH DESIGN
Research Design

The detailed blueprint to guide the implementation of a research study towards the realization of its objectives.
Research design is the plan, structure and strategy

of investigation conceived so as to obtain answers to research questions an to control variance. A master plan specifying the methods and procedures for collecting and analyzing the needed information.

Types of Research Design Exploratory/ Formulative Conclusive

Descriptive Causal

1)Depth Interviews 2) Projective Techniques 3) Focus-group Interviews 4) Case study

1) After only
1) Observation 2) Survey Method 2) Before-After 3) After only with controlled Group

4) Before-After with controlled group

5) Continuous Diary panel Design

Exploratory Research
Used to seek insights into the general nature of a problem,

the possible decision alternatives, and the relevant variables that need to be considered . It is generally based on secondary data which is readily available. Objective of this kind of research is to find new hypotheses or to formulate the objective. Hypotheses is a tentative answer to questions that serve as guides for most research projects. The research is conducted for the better understanding of different dimensions of a problem. Finding hypotheses can be possible from-

 Study of Secondary source of information Survey of individuals who are apt to have ideas on the

general subject Analysis of selected cases TYPES OF EXPLORATORY DESIGNS ARE: Depth Interviews: Direct questions to consumers about their attitudes or motives seldom elicit useful answers. It attempts to influence respondents to talk freely about the subject of interest.
Projective Techniques: It helps the consumers express

the different images, they may have to compete brands of a given product. Technique is of role playing or role rehearsal.
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 Focus Group Interviews: Focus group consist of 6-12

consumers brought together to one place to discuss the topic of interest. They provide qualitative, or subjective evidence of such things as consumer language, emotional and behavioral reactions to advertising, lifestyle relationship to the product category and specific brand, and unconscious consumer motivations relative to the product and its promotion.
Case Method: The empirical study of a marketing

situation within its actual context when the situation is somewhat obscure and multiple source of evidence are used. Case studies are of particular value when one is seeking help on a problem in which interrelationships of a number of factors are involved and in which it is difficult to understand the individual factors without considering their relationships with each other.
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Conclusive Research
Descriptive research: It is designed to describe something or some

situation as it exists. The researcher has no command over the variables, he merely describes them that what has happened or is happening. Generally descriptive research has specific objectives well defined data requirements so it sometimes seems to be rigid in nature. For e.g. customers beliefs, attitude knowledge. When the researcher is interested in knowing the characteristics of certain group such as age, educational level or income a descriptive research may be necessary.
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Other objectives may be to determine peoples behaviour, making projections of certain things or determining the relationship between two or more variables The objective of such a study is to answer the who, what, when, where and how of subject under investigation . It is tends to be rigid in nature and it approach cannot be changed every now and then.

 Observation Method: This method is generally

used to collect the primary data. Deep observation is done on the targets on which researcher has to make the analysis.
Survey method :This method is generally used

for finding the thoughts, feelings and attitudes that influence consumer behaviour. A typical survey is made by interviewing individuals known to be cooperative and to have ideas on the subjects.
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Causal research
It explain the causes of phenomenon/problem. It

provides answer to the why question of a problem. Used when it is necessary to show that one variable causes or determines the values of other variables. The relevant data for the purpose of the study can be obtained from observation and formal testing. In most of the cases artificial situations are created so that particular data needed can be obtained and measured accurately.

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 Experiments are artificial in the sense that situations

are usually created for testing purpose. The researcher has an hypothesis that if an experimental value (advertising, display, training) is applied to an experimental unit (group of consumers, store or sales representative) it will have a measurable effect (remembering the brand name, units sold, calls made). Types are After only Design: In this design experimental variables (advertising) is applied to an experimental group (consumers) and dependent variables (recall of brand name) will be measured only after applying the variables.
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 Before After Design: In this design, the experiments

measure the dependent variable before exposing the subjects to the experimental variable and again after exposure to the experimental variable. The difference between two is considered to be a measurement of the effect of the experimental variable.
Before-After

with Control group Design: The experimental and the control group are selected in such a way that they are similar, and they are considered interchangeable for test purposes. The control group is measured at the same times as the experimental group, but no experimental variable is introduced. It is classic for laboratory experiments.

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 After

only with control group Design: The experimental and control groups are selected in such a way as to be equivalent. No before measurement is done in either group. research cases samples are used. When a sample is recruited and information is obtained from the members continuously or at intervals over a period of time. A permanent or fixed sample of this type is called panel. Measurements are taken at intervals (e.g. weekly reports) and experimental values (new package size) are introduced when desired. The result is the design similar to a series of before-after experiments

Continuous Diary Panel Design: In most

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Impact of the Internet on Marketing Research

Internet Provides more rapid access Improves response time to customer needs Increases follow-up studies and further research Creates cost cutting opportunities Internet Enhances the Research Process and Dissemination of Information Virtually replacement of printed material Distributions of request for proposals (RFPs) and the proposals themselves Collaboration between effected parties Data management and online analysis Publishing and distribution of reports Online presentation
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Contd.
Internet Surveys Have Several Specific

Advantages
Rapid development, real-time reporting Dramatically reduced costs Personalization Higher response rates Ability to contact the hard-to-reach

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Applications of Marketing Research

Procter & Gamble (P&G) launched Menthol based, Head &Shoulders, extra-conditioning anti-dandruff Shampoo.

The company conducted a market research study prior to its launch. The findings of the study indicated a distinct need for a menthol-based shampoo. The study showed that in hot and humid conditions as in India, consumers prefer a shampoo which not only removes dandruff but also provides a cool and tingling sensation to the scalp.
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Another example from P&G shows how marketing research is used to identify new opportunities in the marketplace. The company was getting a lot of data on Vicks-Vaporub. The analysis of such data revealed that the common symptom of cold was a headache and that majority of adults typically take a pill to cure it. This disclosed an opportunity for a product that can treat headache as well as the other symptoms. The company thus launched Action 500. It not only treated headache but also gave relief from blocked nose.
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 Pepsi Food has assigned great importance to

marketing research. Through research it gets systematic information about its markets and its customers.
Another multinational company Whirlpool Asia

lays considerable emphasis on marketing research. In this company, every activity, strategy and decision is based on data collected through the research process.
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Tanishq- The Branded Jewellery

In 1995, Titan industries launched the Tanishq

range of gold jewellery. Till than, the Indian jewellery market was entirely disorganized with few brands like Bhimji Jhaveri and Mehrasons. As expected , tanishq suffered a major loss in the initial period due to its faulty designs and marketing strategies. The models were conceived from the western market and lacked the culture and traditions of the local people.
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 The story of Tanishq, once written off as a losing

proposition, made a remarkable turn in the jewellery market. Performance of Tanishq Year 1996-97 1997-98 1998-99 2000-01 2001-02 2002-03
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Profits Generated (in Rs. Crores) -10.60 -21.96 -10.40 2.07 1.87 7.87

 Things were made to happen in Tanishq only through

continuous anlysis of the market and customers. From its systematic network of retail outlets across the country, to the revolutionary system of measuring purity of gold, Tanishq has become synonymous with trust. And with range that includes both contemporary and traditional designs.

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 The brand has established itself as a highly ethical

player in a market which is marked by unethical practices, with the introduction of the Karatometer (an instrument which values Karatage of gold in jewellery). It keeps in mind region specific festivals and activities, value-added services like the Golden Harvest saving Scheme and Gold exchange Programme give Tanishq its edge over other traditional jewellers.

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Case Study- SONY INDIA Sony, a multinational corporation based in Tokyo, Japan , stepped into India in early 1995, in the post liberalisation period. Within a couple of months in the same year, it set up its manufacturing unit. The company makes its presence felt in India through Sony Entertain Television, Sony Music and Sony India. While the first two are comfortably placed in their niche markets, it is the third which is expected to bring in all those exciting Sony digital products. Although the government has cleared its plans to manufacture its various products, it has not been smooth sailing for Sony India. Sony India is facing some major problems, one of which is the emergence of a grey market for its brands. While it is targeting its sales around Rs 1050 crores by the turn of the century, it has to have a better understanding of Indias economic, social and political environment. Sony India would like to develop itself as its parent company developed its business units in United States (New York), Europe (Cologne), and Asia (Singapore). Sin it is a multinational company manufacturing multiproducts, it has a challenging task.

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 Questions

Do you think research can play an important role

in the development of Sony India? If Sony India takes recourse to research, should it set up inhouse research or hire the services of marketing research agencies? If the choice is in favour of marketing research agency, what factors should it consider while selecting a particular agency?

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