Research Design

Definition
• A research design is the specification of
procedures for collecting and analyzing the
data necessary to help identify or react to a
problem or opportunity.
 Steps in Research Design
• Define the research Problem
• Estimating the value of the information
• Select the data collection approach
• Select the measurement technique
• Select the sample
• Select the method of analysis
• Evaluate the ethics of the research
• Estimate time and financial requirement
• Prepare the research proposal
 Estimating the value of
information
• A decision maker normally approaches a
problem with some information.
• This information is accumulated through
past experiences with other decisions
concerning to similar problems
• Willingness to buy additional information
depends on quality of information as well as
the price.
• The principle involved in deciding whether to do
more research is that research should be conducted
only when it is expected that the value of the
information obtained will be greater that the cost
of obtaining it.
• There are two approaches
– Intuitive Approach – entirely on private judgment of
the person making the assessment
– Expected value approach – A statistical approach using
Bayesian statistics
 Select the data collection
approach
• Survey data
• Secondary data
• Experimental data
e.g. collecting data for decision about whether to introduce
new product, a researcher may
5. Examine company records for information related to
past introduction of similar products
6. Conduct series of interviews to determine current
consumer attitudes about product category
7. Conduct store tests in which the impact of different
designs is measured
 Select the measurement
technique
• Questionnaire
• Attitude scales
• Observation
• Projective Technique and depth interview
 Attitude scales
• Rating scales
• Conjoint Analysis – Derive the value an
individual assigns to various attributes of
product
• Perpetual Map – derive the components or
characteristics and individual uses in
comparing similar objects and provide a
score for each object on each characteristics
 Select the Sample
• Primary considerations in sampling
– Population – determine who can provide the required
information
– Sample frame – develop list of population members
– Sampling unit – determine the basis of drawing a
sample
– Sampling method
– Sample size
– Sample plan – develop a method for selecting and
contacting the sample
– Execution – carry out the sample plan
 Estimate time and financial
requirements
• PERT
• CPM
– It offers useful aid for estimating the resources needed
for a project and clarifying plan and control process
– PERT involves dividing total research in smallest
component activities, determining the sequence in
which these activities must be performed and attaching
time estimate to each activity. These activities and time
estimates are presented in the form of a flow chart that
allows visual of overall process. Using CRM one can
estimate the series of activities whose delays will hold
up the completion of the project.
 Prepare the Research Proposal
• Executive Summery
• Background
• Objectives
• Research Approach
• Time and cost requirement
• Technical appendixes
 Diet Coke Research Design
• Central design elements were
– The tests were held in shopping malls
– Samples of 200 to 400 persons representing
demographics groups of interest were selected
– All the tests were conducted on a double blind basis.
– The tests were conducted using two different designs
• Double triangle discrimination
• Sequential monadic preference test
– The test preference test
• The sample members were asked to make following
comparison
– Regular coke – regular pepsi
– New formulation of coke and pepsi
– Regular coke and new formulation of coke