Research Design and

its types

Presented by
Abhishek rajput
137502

Contents

Research Design ( Introduction )

Qualities of good research
Research Designs
Types of research
References

Research Design
According to Pauline V. Young, a research design is
"the logical and systematic planning and directing a
piece of research".

A science of studying how research is done or

should proceed scientifically, often influenced
by discipline
A way to systematically solve the research
problem by logically adopting various steps

Research Design
1.A tentative outline(plan, blueprint & scheme) of
proposed research work for collection, measurement &
analysis of data
2.A decision making process similar to building design;
Decisions regarding what, where, when, how much &
by what means concerning research
3.Logical & systematic planning & directing of the
process of research
4. A journey with definite sequence of activities
Where you want to go and why(what & why)
Knowing the geography(scope)
Resources (time, money & effort) required

RESEARCH DESIGN

A research design is a plan of action

Research design is formulated depending on the
objectives of the study. The objectives should be

SMART
Specific
Measurable
Achievable
Realistic
Time Bound

Benefits of Research Design

Advancement

of wealth of human knowledge

Tools of the trade to carry out research
Develops a critical and scientific attitude,
disciplined thinking or a bent of mind to
observe objectively
Doing research is the best way to learn to read
and think critically
Creates awareness of special needs of research
process

RESEARCH DESIGN FACTORS

Expectations about the potential of the research to help in
decision making, problem solving, policy making
Objectives of the study
Availability of the data, especially primary data
Availability of time
Availability of manpower
Ability, skills, knowledge and technical background of the
researcher
Facilities available- computer and data processing system, office
equipments like calculator, typewriter; transport facilities etc
Tools and techniques used for data collection
Geographical area covered

Significance of Research Design

1.Smooth & efficient sailing (sets boundaries & prevents blind
search)
2.Yields maximum information (avoids collection of unnecessary
data)
3.Costs least in terms of effort, time & money
4.Maximizes reliability of results
5.Helps organising ones ideas &broadens the mind
6.Gives chance to foresee flaws & inadequacies
While doing research
7.Gives insight into world around you
8.Provides opportunity to meet people
9.Gives fun and reward, but at times, very tedious & monotonous
too

THE DESIGN DECISIONS

What is the study about? Problem

Why the study is being made? Objectives/need
Where will the study be carried out? Environment
What type of data is required?
Primary, Secondary
Where can the required data be found?
Target audience
What will be the time period of study? Long, medium,
short- ( PhD, Dissertation, Market survey )

What will be the sample design?

Probability, Non Probability
What techniques of data collection will
be used? Questionnaire, interview,
observation
How will the data be analyzed?
Statistical Tools
In what style the report is presented?
Research Project, Simple report

Research Design
There are three traditional basic research
design
Exploratory
Descriptive
Causal
The choice of the most appropriate design
depends largely on the objectives of the
research and how much is known about the
problem and these objectives.
The overall research design for a project may
include one or more of these three designs as
part(s) of it.

Research design types

Exploratory Research Design

Exploratory research is most commonly unstructured,

informal research that is undertaken to gain background
information about the general nature of the research
problem.
conducted when the researcher does not know much about
the problem and needs additional information or desires
new or more recent information. Diagnose a situation,
Screening of alternatives, Discover new idea
Designed to generate basic knowledge, clarify relevant
issues, find variables associated with a problem, know
information needs.
For example, just because we know that 3G phones exist, it
doesnt necessarily mean that we understand how they
work. Exploratory research can help in this instance

Exploratory Research
A variety of methods are available to conduct
exploratory research:

Literature Search
Experience Surveys
Case Analysis
Focus Groups
Projective Techniques

Experience Surveys ( depth interviews)

Talk to knowledgeable people about a particular

research problem
Unstructured and informal interviews

Focus Groups
8 to 10 people at one time
Relatively homogeneous groups
Relies on guide with plenty of time for interaction
Find out how participants feel about a product,
concept, idea, organization, etc.
How it fit into their lives
Their involvement with it

Analysis of Selected Cases

Focus is on individual or small group

Able to conduct a comprehensive analysis from a comparison of
cases
Allows for identification of variables or phenomenon to be studied
Time consuming
Depth rather than breadth
To explore issues (to probe deeply & analyze intensively)
To gain holistic understanding
provides frame of reference for a more quantitative analysis
(analytical studies, content analysis)
A typology of observation studies Intensive study of related cases
or past activities
Can help provide clues as to how other units or companies have
dealt with similar issues

Literature research

Scanning of secondary data that will help defining

problems, suggest hypotheses and formulating variables.
The literature referred are industry journals, in-house
publications, professional journals, market research
finding publications, statistical publications .

Projective Techniques

Indirect means of questioning that enables a respondent

to project beliefs and feelings onto a third party or an
inanimate object
Word association tests, sentence completion tests, role
playing

Descriptive Research
Objective is to describe things, as the market potential for a product,
demographics& attitude of consumers who buy the product.
Describes data & characteristics about population or phenomenon
being studied.
Answers the questions who, what, when, where, why and how of the
research
Frequently use pilot studies to test the data collection tool and
analysis techniques
Data collection often done through structured interviews or
questionnaires
Designed to provide further insight into the research problem by
describing the variables of interest.
Can be used for profiling, defining, segmentation, estimating,
predicting, and examining associative relationships.

Descriptive Studies
Descriptive
Studies

Fig u re
3 .5
Majo r Ty p es
of
Descriptiv e
Stu d ies

Consumer Perception
And Behavior
Studies

Market Characteristic
Studies

Market

Image

Distribution

Potential

Product Usage

Competitive
Analysis

Market
Share

Advertising

Sales Studies

Sales
Analysis

Pricing

CAUSAL STUDIES
Aim to identify cause and effect
relationship between variables.
E.g. studying the effect of price,
package, advertisement on the sales.

Causal Research Designs

Associated variation
If X is supposed to cause Y, then the two variables must
move together.
If one variable changes, we should observe a resulting
change in the other.
Time order of occurrence
If X is supposed to cause Y, then changes in X must precede
changes in Y.
Elimination of other possible causes
If X causes Y, no other factor could have reasonably caused
the change in Y at that moment.
Must hold all other variables constant.

Examples
Stimulus response relationship - product price

lowering sales
impact of personal attributes(Age, sex,
religion, family status) on (attitude, values
etc.)
social class and family savings pattern and the
purchasing patterns

Exploratory Research
(Unaware of Problem)

Descriptive Research
(Aware of Problem)

Causal Research
(Problem Clearly Defined)

Our sales are declining and

What kind of people are buying
Will buyers
purchase more of
we dont know why. our product? Who buys our
our products in a new package?
competitors product?
Would people be interested
Which of two
advertising
in our new product idea? What features do buyers prefer
campaigns is more
effective?
in our product?

Research design
Research Objective

Appropriate Design

To gain background information, to define terms, to clarify

problems and develop hypotheses, to establish
research priorities, to develop questions to be
answered

Exploratory

To describe and measure marketing phenomena at a point

in time

Descriptive

To determine causality, test hypotheses, to make if-then

statements, to answer questions

Causal

Classification of characteristics of
Research Designs
Exploratory

Descriptive

Causal

Objective:

Discovery of ideas Describe market

and insights
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
one or more
independent
variables

Expert surveys
Pilot surveys
Secondary data
Qualitative
research

Secondary data
Surveys
Panels
Observation and
other data

Methods:

Control of other
mediating
variables
Experiments

Choosing the Right Design

Design type depends on research question: If
research question asks for:
discovery or clarification: use exploratory design
description of quantities, amounts, or extent of
variable relations: use descriptive design
Statements on cause and effect: use causal design
Other factors that influence the design decision:
Accessibly and quality of required data
Ethical questions
Time, cost, and researchers experience

TYPES OF RESEARCH DESIGN

Experimental research/ Empirical

The researcher attempts to control the variable of the study.
This design is appropriate when one wishes to discover whether certain
variables affect other variables.
Relies on experience or observation
Capable of being verified by observation or experiment
Experimenter has control over variables
Relies on experience or observation
Capable of being verified by observation or experiment
Experimenter has control over variables

Examples
Market test (test marketing)
Advertising response (recall, affect, attitude
toward ad elements)
Promotional design (consumer response to
promotional deals, incentives, tie-ins
Store layout and design
Product positioning
Color tracking and package design

Survey research
One of the most popular method is survey
research because study of attributes and
variables in relation to the population is
easier and accurate. Sample survey is done
with the help of interviews, questionnaires
and observation.
Library research
Based on books, periodicals, journals,
secondary data etc. Mainly compilation of
information.

DESCRIPTIVE(EX-POST FACTO)
Investigators have no control over the variables. They
can only report what is happened or what is
happening
Surveys & fact-finding enquiries
State of affairs as it exists
No control over variables
Try to discover causes
APPLIED
Finding a solution for an immediate problem & not
rigorous / flexible in application of the conditions
e.g news correspondents, biography

ANALYTICAL
The researcher uses facts or information already
available and analyses these to make a critical
evaluation of the material.
eg case analysis, secondary data analysis
(Balance Sheet)
FUNDAMENTAL( BASIC OR PURE)
Concerned with generalizations & formulation
of theory
Knowledge for knowledges sake (I.e., pure or
basic research
Eg research in physics, chemistry etc.

CONCEPTUAL
Related to some abstract idea or theory (for
thinkers & philosophers)Relies on literature
CONTENT ANALYSIS
is one such quantitative method a multipurpose
method developed specifically for investigating
a broad spectrum of problems in which the
contents of communication serve as a basis of
inference. Example: word usage rates, word
counts, etc Correlation research

QUANTITATIVE
Measured & expressed in terms of quantity
Expression of a property or quantity in numerical
terms
Quantitative research helps:
Precise measurement
Knowing trends or changes overtime
Possible to collect large amounts of data
Biases not as likely
Data restricted to information available
Eg : analysis expressed in percentages, frequency etc.

QUALITATIVE
Involves quality or kind
Helps in having insight into problems or cases
Impossible to impose control
Subject pool often limited, not representative
Seen as more subjective, less precise
Beneficial only in terms of initial investigation to
form hypothesis
Used mostly in behavioural studies
Can only be interpreted by experts

Thank you