Types of Research Design and Exploratory Research

Transparency 5.1 Research design RESEARCH DESIGN The framework or plan for a study that guides the collection and analysis of the data. The detailed blueprint used to guide a research study toward its objectives.

Building a house without a detailed blueprint; the final product – the planned (desired product).

Conducting a marketing research without a detailed blueprint resembles building a house without a plan. In this situation, research findings may differ widely from what was desired by user of research.

Possible lament : “ These results are interesting, but they don’t solve the basic problem ”

Thus the research design ensures that the study; §will be relevant to the problem and §will use economical procedures

In research design efforts, the most significant decision is the choice of research approach, because it determines how the information will be obtained. Typical questions: §Should we rely on secondary sources such as the census §What is more appropriate, an exploratory approach with group discussions or a survey? §Is a mail, telephone, or personal interview survey better for this problem?

Transparency 5.2 Types of research designs Copyright © 2001 by Harcourt, Inc. All Rights Reserved TYPES OF RESEARCH DESIGNS Exploratory Research Research design in which the major emphasis is on gaining ideas and insights; it is particularly helpful in breaking broad, vague problem statements into smaller, more correct subproblem statements.

§Descriptive Research §Research design in which the major emphasis is on determining the frequency with which something occurs or the relationship between two variables.

Transparency 5.3 Casual research Causal Research Research design in which the major emphasis is on determining cause-and- effect relationships. Typically take the form of experiences, since experiments are best suited to determine cause and effect.

Transparency 5.5 Relationship Among the Research Designs Descriptive Research Exploratory Research Causal Research

Example: Disposable Diaper market §Brand X’s share of disposable diaper market is slipping. Why? (explatory study) §Brand X is an economy-priced diaper and it is designed to compete with low-cost-store brand diapers. Families with children have more money than when the brand was first introduced and are willing to pay that our market share would decrease. (descriptive study) §Why parents are willing to pay more for higher- quality diapers if so what features such as better fit or greater absorbency were most important them. (causal study)

§In the early stages of research, companies usually lack sufficient understanding of the problem to formulate specific hypotheses. There may be several tentative explanations for a given marketing phenomenon. §Ex : sales are off because the company’s price is too high, company’s dealers are not doing the job as they should, or advertisements are weak, and so on. §Exploratory research is used to establish priorities in studying these competing explanations and their influence on

Transparency 5.4 Hypothesis HYPOTHESIS A statement that specifies how two or more measurable variables are related.

 Exploratory study is often an initial step. When researchers begin an investigation, it stands to reason that they lack a great deal of knowledge about the problem. Consider ; mavi’s share of unisex shirts market is slipping. Why? This statement is too broad to serve as a guide for research. To narrow and refine it would logically be accomplished with exploratory research, in which the emphasis would be on finding possible explanations for the sales decrease. The tentative explanations would then serve as specific guides for descriptive or causal studies.

§Exploratory research is useful for establishing priorities among research questions and for learning about the practical problems of carrying out the research. §What kinds of questions will respondents be able to answer? §What are the barriers to contacting the appropriate respondents? §When should the study be conducted?

In sum, Exploratory Research is used any or all of the following purposes: §Formulating a problem for more precise investigation, §Developing hypothesis, §Establishing priorities for several competing explanations. §Increasing the researcher's familiarity with the problem, §Gathering information about practical problems of carrying out research on particular issues §Clarifying concepts

Exploratory study may be used to clarify concepts. §For instance, if marketing management is planning a change in service policy to increase dealer satisfaction, an exploratory study may be used 1 ) to clarify what is meant by dealer satisfaction 2 ) to develop a method by which dealer satisfaction could be measured.

Types of exploratory research §Literature search §Experience survey §Focus groups §Analysis of selected cases

Transparency 5.6 Types and Some Key Characteristics of Exploratory Studies Conceptual literature Trade literature Published statistics Knowledgeable people with varying points of view Unstructured and informal interviews Respondent freedom to choose factors to be discussed 8 to 12 people at one time Relatively homogeneous groups Multiple groups to get heterogeneity in perspective Moderator is key Relies on general topical guide, but with plenty of time for interaction Exploratory Studies Literature Search Experience Survey Focus Groups Analysis of Selected Cases Copyright © 2001 by Harcourt, Inc. All Rights Reserved Intensive study of selected examples of the phenomenon of interest

Transparency 5.7 Seven Characteristics of Good Focus Group Moderators SEVEN CHARACTERISTICS OF GOOD FOCUS GROUP MODERATORS Superior Listening Ability Excellent Short-Term Auditory memory Well Organized A Quick Learner High Energy Level Personable Well-Above-Average Intelligence

Transparency 5.9 Analysis of selected cases ANALYSIS OF SELECTED CASES Intensive study of selected examples of the phenomenon of interest.