Module 2B Research Designs Rrk 2024Research Design eA master plan that specifies the methods and procedures for collecting and analyzing needed information. e Research design provides the glue that holds the research project together. A design is used to structure the research, to show how all of the major parts of the research project -- the samples or groups, measures, treatments or programs, and methods of assignment -- work together to try to address the central research questions.Definition e According to Green and Tull: A Research Design is the specification of methods and procedures for acquiring the information needed. It is the over-all operational pattern or framework of the project that stipulates what information is to be collected from which sources by what procedures. e Hence it is clear that Research design is the blueprint for research. It lays down the methodology involved in the collection of information and arriving at meaningful conclusions from the same.Types of Resarch Designs e There are many methods for studying and tackling a problem, but there are no perfect methods. Many times more than one method could be used in the research process. e There are many classifications accepted for a Research Design. One of the most accepted classification is grouping it under three types: 1. Exploratory 2. Descriptive and 3. CausalA Broad Classification of Market Research Designs Exploratory Research Design | Conclusive Research Design | Descriptive Research | | Causal research Cross-Sectional Design Longitudinal Design Figure 2: Classification of Research DesignsA Detailed Classification of Market Research DesignsQuick Ref to Types of Research Designs e Exploratory research to gain ideas and insights ™ Newspaper facing decreasing sales to generate possible explanation. e Descriptive research to obtain summary measures to address research questions (research objectives are clearly defined). = Trends in lifestyle with respect to age, sex, etc. @ Causal research for cause-and-effect connection between managerial decisions and market outcome. — How people react to a newspaper's topic selection and space allocation.Exploratory Research e Exploratory research is preliminary study of an unfamiliar problem about which the researcher has little or no knowledge. e Usually conducted during the initial stage of the research process e Purposes : — To narrow the scope of the research topic, and — To transform ambiguous problems into well-defined ones — To Generate new ideas — To increase the researcher's familiarity with the problem — To Make a precise formulation of the problem — To gather information for clarifying concepts — To determine whether it is feasible to attempt the study.Exploratory Research Techniques a. Case Studies e Acase study is a research methodology common in social science. e Itis based on an in-depth investigation of a single individual, group, or event to explore causation in order to find underlying principles — ntensively investigate one or a few situations similar to the problem Situation Purpose @ To examine limited number of variables e case study methods involve an in-depth, longitudinal examination of a single instance or event. ¢ It provides a systematic way of looking at events, collecting data, analyzing information, and reporting the resultsExploratory Research Techniques b. Survey Research Survey research is one of the most important areas of measurement in applied social research. The broad area of survey research encompasses any measurement procedures that involve asking questions of respondents. A "survey" can be anything form a short paper-and-pencil feedback form to an intensive one-on- one in-depth interview. Purposes : Survey research is one of the most important areas of measurement in applied social research. The broad area of survey research encompasses any measurement procedures that involve asking questions of respondents. A "survey" can be anything form a short paper-and-pencil feedback form to an intensive one-on- one in-denth interview.Exploratory Research Techniques c.. Secondary Data Analysis — Secondary data are data previously collected & assembled for some project other than the one at hand d. Pilot Studies — Acollective term for any small-scale exploratory research technique that uses sampling but does not apply rigorous standards — Includes eFocus Group Interviews — Unstructured, free-flowing interview with a small group of people eProjective 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Examples of Exploratory Research 1. Exploring the Impact of Social Media on Mental Health e In this groundbreaking study, researchers delved into the realm of social media to understand its effects on mental well-being. e Through interviews, surveys, and analysis, they uncovered _ unexpected insights into the correlation between social media usage and mental health wellbeing. 2. Investigating the Potential of Nanotechnology in Cancer Treatment e Research scientists embarked on a quest to explore the _ immense possibilities of nanotechnology in revolutionizing cancer treatment. e By manipulating materials at the atomic and molecular levels, they discovered promising advancements in targeted drug elivery.Examples of Exploratory Research Uncovering the Secrets of Animal Communication ¢ This exploratory research delved into the fascinating world of animal communication. It sought to understand the complexity and significance of their vocalizations, body language, and social cues. The findings shed light on the rich ways animals communicate with one another. . Examining the Impact of Meditation on Stress Reduction e Researchers focused on the ancient meditation practice by exploring its potential benefits in reducing stress and promoting overall well- being. Through a series of experiments and mindfulness interventions, they uncovered compelling evidence supporting the positive effects of regular meditation. . Exploring the Role of Artificial Intelligence in Enhancing Customer Experience This study delved into the intersection of Al and customer service b' investigating how intelligent algorithms and chatbots can enhance the overall customer experience.Other examples Does distributing contraceptives to high schoolers have a positive impact on eliminating teen pregnancies? e Are unmarried women less likely to get heart diseases? @ What type of video marketing method works the best on middle-class workers? What are the key motivations and barriers to using digital devices for the education of children? What are the main reasons behind the decline in customer satisfaction with a specific service? What are the main challenges faced by women-owned small businesses? What factors contribute to employee turnover, and what strategies can be implemented? What are the different segments within the target market and what unique preferences and behaviors make up the characteristics of each segment? What factors contribute to the customer perception at the moment?Conclusive Research As the name indicates, conclusive research is meant to provide information that is useful in reaching conclusions or decision-making. It is mostly quantitative in nature, in the form of numbers that can be quantified and summarized. It relies on both secondary data, particularly existing databases that are reanalyzed to shed light on a different problem than the original one for which they were constituted, and primary research, or data specifically gathered for the current study. The purpose of conclusiv Provide specific information that aids the decision maker in evaluating alternative courses of action Sound statistical methods & formal research methodologies are used to increase the reliability of the information Data sought tends to be specific & decisive Also more structured & formal than exploratory data Two types of conclusive research — Causal Research - Discriptive ResearchCausal Research e Causal Research Provides evidence that a cause-and- effect relationship exists or does not exist. e Premise is that something (and independent variable) directly influences the behavior of something else (the dependent variable). e Causal research is undertaken to see if there is a cause and effect relationship between variables. In order to determine causality, it is important to hold the variable that is assumed to cause the change in the other variable(s) constant and then measure the changes in the other variable(s). e This type of research is very complex and the researcher can never be completely certain that there are not other factors influencing the causal relationship, especially when dealing with people's attitudes and motivations. There are often much deeper psychological considerations that even the respondent may not be awareCommon Characteristics of Causal Studies e Logical Time Sequence — For causality to exist, the cause must either precede or occur simultaneously with the effect e Concomitant Variation — Extent to which the cause and effect vary together as hypothesized ¢ Control for Other Possible Causal Factors @ There are two research methods for exploring the cause and effect relationship between variables: 1. Experimentation 2. SimulationQuestions Addressed by Causal Research Marketing director of local beer company, “Will replacing TV commercial A with commercial B lead to increase in consumer preference on our brand?” Chairman of a charity organization. “Will it be worthwhile to mail to previous donors an attractive and expensive brochure to solicit higher contributions this year?” The sales manager of a local life insurance company. “Will training in the use of computers for client management increase agents’ sales?” Marketing VP of fashion chain, “Can we improve profitability of our fashion clothing line by increasing its price by 10%?”1. Experimentation e or natural experimentation: e This highly controlled, method allows the researcher 10 manipulate a specific independent variable in order to determine what effect this manipulation would have on other dependent variables. Experimentation also calls for a control group as well as an experimentation group, and subjects would be assigned randomly to either group. e The researcher can further decide whether the experiment should take place in a laboratory or in the field, i.e. the "natural" setting as opposed to an "artificial" one. Laboratory research allows the researcher to control and/or eliminate as many intervening variables as possible.Types of Experiments Laboratory experiment Research investigation in which investigator creates a situation with exact conditions so as to control some, and manipulate other, variables Scientific investigation in which an investigator manipulates and controls one or more independent variables and observes the dependent variable for variation concomitant to the manipulation of the independent variables \ Research study in a realistic situation in which one or more independent variables are manipulated by the experimenter under as carefully controlled conditions as the situation will permit2. Simulation e Another way of establishing causality between variables is through the use of simulation. e A sophisticated set of mathematical formula are used to simulate or imitate a real life situation. By changing one variable in the equation, it is possible to determine the effect on the other variables in the equation. e For the natural experiments there are three classes of designs: 1. Time-series and trend designs 2. Cross-sectional designs and 3. Acombination of the above two.Causal research examples. e Example: Business X introduces a new individual marketing strategy for a small customer group and notices a measurable increase in monthly subscriptions. e Example: Business X notices a 7% increase in sales revenue a few months after a business introduces a new advertisement in a certain regionExamples of Causal Research 1. Track the ad effectiveness of a campaign In , . woe ign is going and checking whether or not to continue down the same path or change strategy. This can also serve as a learning for future campaigns. 2. Test the sales potential of new prices in their intent to purchase the product at a given price. This will allow you to work out the sales potentia’ for each price and help you decide which one to 0 with. tested to see if they are a viable business proposition. 3. Measure the effects of a rebrand of a product Measure the impact on customer loyalty and the effects it has on products when a rebranding program is applied.Descriptive Research Descriptive research or statistical research provides data about the population or universe being studied. It describes the "who, what, when, where and how’ of a situation and not what caused it. Therefore, descriptive research is used when the objective is to provide a systematic description that is as factual and accurate as possible. It provides the number of times something occurs, or frequency, lends itself to statistical calculations such as determining the average number of occurrences or central tendencies. Descriptive study is a fact- finding investigation with adequate interpretation. It is the simplest type of research. Itis designed to gather descriptive information and provides information for formulating more sophisticated studies Data are collected using observation, interview and mail questionnaireWhat is Descriptive Research? e Can involve collecting quantitative information e Can describe categories of qualitative information such as patterns of interaction when using technology in the classroom. e Does not fit neatly into either category e Involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data. e Uses description as a tool to organize data into patterns that emerge during analysis. e Often uses visual aids such as graphs and charts to aid the readerDescriptive Research takes a “what is” approach e What is the best way to provide access to computer equipment in schools? eDo teachers hold favorable attitudes toward using computers in schools? e What have been the reactions of school administrators to technological innovations in teaching?Common Characteristics of Descriptive Studies e Build on previous information e Show relationships between variables e Representative samples required e Structured research plans e Require substantial resources e Conclusive findingsTypes of Descriptive Designs 1. Observational Designs 2. Survey Designs 3. Cross-sectional Designs1. Observational Research Design e Observation is a primary method of collecting data b' human, mechanical, electrical or electronic means. researcher may or may not have direct contact or communication with the people whose behaviour is being recorded. Observation techniques can be part of qualitative research as well as quantitative research techniques. The commonly used observation methods are: e Participant and non participant observation: This depends on whether the researcher chooses to be part of the situation s/he is studying. (e.g. studying team dynamics by being a team member would be participant observation) e Obtrusive and unobtrusive observation: Depends on whether the subjects being studied can detect the observation (eg. hidden microphones or cameras observing behaviour)1. Observational Research Design e Observation in natural or contrived settings: Observing the behaviour in its natural setting and in a condition where the natural settings are created. Disguised and non-disguised observation: Depends on whether the subjects being observed are aware that they are being studied or not. In disguised observation, the researcher may not disclose his true identity and pretend to be someone else to keep away the bias in the findings. Structured and unstructured observation: This refers to guidelines or a checklist being used for the aspects of the behaviour that are to be recorded; for instance, noting who starts the introductory conversation between the group members and what specific words are used by way of introduction. Direct and indirect observation: This depends on whether the behaviour is being observed during the time it occurs or after the occurrence, as in the case of TV viewing, for instance, where choice of program and channel flicking can all be recorded for later analysis.Observational Research Methods Structured Unstructured Observations Observations . e Used to determine e Rigid and controlled unselective, detailed, e Predetermined continuous description of behavior. methods ; Detects unintended effects ® More time consumin because of time and labor required to collect and analyze sets of extensive observations2. Surveys e The survey technique mainly involves the collection of primary data about subjects, usually by selecting a representative sample of the population or universe under study, through the use of a questionnaire. It is a very popular since many different types of information can be collected, including attitudinal, motivational, behavioral and perceptive aspects. e It allows for standardization and uniformity in the questions asked and in the method of approaching subjects, making it easier to compare and contrast answers by respondent group. It also ensures higher reliability than some other techniques.2. Surveys e If properly designed and implemented, surveys can be an efficient and accurate means of determining information about a given population. Results can be provided relatively quickly, and depending on the sample size and methodology chosen, they are relatively inexpensive. However, surveys also have a number of disadvantages, which must be considered by the researcher in determining the appropriate data collection technique. e Since in any survey, the respondent knows that s/he is. being studied, the information provided may not be valid insofar as the respondent may wish to impress (e.g. by attributing him/herself a higher income or education level) or please (e.g. researcher by providing the kind of response s/he believes the researcher is looking for) the researcher. This is known as response error or bias.2. Surveys e The willingness or ability to reply can also pose a problem. If the information sought is considered sensitive or intrusive the respondent may hesitate to reply, leading to a high rate of refusal. This can be overcome by framing such questions carefully. There can be an interviewer error or bias as the interviewer can (inadvertently) influence the response elicited through comments made or by stressing certain words in the question itself. This is seen through facial expressions, body language or even the clothing that is worn. Another consideration is fesponse rate, Depending on the method chosen, the length of the questionnaire, the type and/or motivation of the respondent, the type of questions and/or subject matter, the time of day or place, and whether respondents were informed to expect the survey or offered an incentive can all influence the response rate obtained. Proper questionnaire design and question wording can help increase response rate.Surveys e May be used to e May be used to reveal summary explore relationships statistics by showing between 2 or more responses to all variables. possible questionnaire items. e Often provide leads in identifying needed changesSurvey Forms . . e Written Factors to be considered questionnaires * Sampling ; . © Type of population e Personal interviews e Question Form e Telephone interviews * Question Content e Response rates e Costs Available facilities e Length of data collection e Computer assisted techniques for data collectionSurvey Form - Interviews e More time efficient e Allow the researcher to establish a rapport with the respondent e Allow the acquisition of more in-depth information e Allow for interviewer observation e Allow the interviewer to obtain visual cues e May be personal or telephone interviewsSurvey Form — Personal Interviews Disadvantages e Require more staff time e Require more travel timeSurvey Form — Telephone Interview Advantages Disadvantages e Less expensive e Limited telephone eLess time-consuming @Ccess e Lack of interviewer's ability to observe the respondent and obtain visual cuesSurvey Form — Mailed Questionnaires Advantages Disadvantages V Ability to reach large v Lower response rate number of people . across a wide Vv Need to design a geographic area survey instrument V Ease and low cost of with a simple format distribution V Minimal amount of staff required V Allows respondents to respond in their time frameSurvey Form — Mailed Questionnaires e A letter of transmittal should accompany mailed questionnaires. e Should state purpose and importance of research e Should state importance of responding e Should give a time frame to respond e Should include a confidentiality statement e Should include an offer to share results e Should include a thank-you note to the respondentCharacteristics of a Good Survey e Good questioning techniques e Use complete sentences e Offer a limited set of answers e Interesting e Worded so that questions mean the same to all e Provide definitions for confusing terms e Uses the “I don't know” answer very carefully3. Cross sectional and Longitudinal studies e Descriptive studies are also classified into: e 1. Cross-sectional studies: It deals with a sample of elements from a given population. Number of characteristics from the sample elements are collected and analyzed. It is of two types: field studies and surveys. e 2. Longitudinal studies. This is based on panel data and panel methods. A panel constitutes a group of respondents who are interviewed and reinterviewed from time to time. Hence the same variable is repeatedly measured. This helps in studying a particular behaviour over a period of time.Cross Sectional vs. Longitudinal lesigns Cross Sectional Design Longitudinal “ee Time —+ T Te |Cross-Sectional vs. Longitudinal Designs Cross-Sectional Longitudinal Detecting change Worse Better Amount of data collected Worse Better Accuracy Worse Better Representativeness Better Worse Response bias Better WorseMajor Types of Descriptive Studies Sales Studies . Market Potential . Market Share Consumer Perception ;-And-Behavior Market Characteristic Studies Studies e Image e Product Usage e Advertising e Pricing ¢ Distribution e@ Competitive Analysis e SalesSome Alternative Research DesignsExamples of descriptive research Some examples of descriptive research are: e A specialty food group launching a new range of barbecue rubs would like to understand what flavors of rubs are favored by different people. To understand the preferred flavor palette, they conduct this type of research study using various methods like observational methods in supermarkets. By also surveying while collecting in-depth demographic information, offers insights about the preference of different markets. This can also help tailor make the rubs and spreads to various preferred meats in that demographic. Conducting this type of research helps the organization tweak their business model and amplify marketing in core markets.Examples of descriptive research e Another example of where this research can be used is if a school district wishes to evaluate teachers’ attitudes about using technology in the classroom. By conducting surveys and observing their comfortableness using technology through observational methods, the researcher can gauge what they can help understand if a full-fledged implementation can face an issue. This also helps in understanding if the students are impacted in any way with this change.Examples of descriptive research e Some other research problems and research questions that can lead to descriptive research are: e Market researchers want to observe the habits of consumers. 0A company wants to evaluate the morale of its staff. eA school district wants to understand if students will access online lessons rather than textbooks. e To understand if its wellness questionnaire programs enhance the overall health of the employees.Type Approach Cross- Studies a particular group of people or their eactianal eactiane ata aivan naint intima Longitudinal Studies a group of people over a long research period of time. Normative Compares the results of a study against the research — existing norms- ple: comparing a verdict in a legal case against similar cases.Correlational/ Investigates the type of relationship and relational research Comparative research Classification research Archival research patterns between 2 variables. Example: music genres and mental states. Compares 2 or more similar people, groups or conditions based on specific traits. Example: job roles of employees in similar Positions from two different companies. Arranges the data into classes according to certain criteria for better analysis. Example: the classification of newly discovered insects into species. Searching for and extracting information from past records. Example: Tracking US Census data over the decades.Advantages of Descriptive Research e Educational research e Data collection may and experiences be spread over a may contain many large number of variables that cannot people over a large be realistically eographic area controlled. geograp e Educational research may require observations of life experiencesHow Descriptive & Causal Designs Differ e Relationship between the variables — Descriptive designs determine degree of association — Causal designs infer whether one or more variables influence another variable e Degree of environmental control — Descriptive designs enjoy lesser degrees of control Order of the variables — In descriptive designs, variables are not logically orderedComparison of Research Designs Exploratory Descriptive Causal Purpose ID problems, gain Describe things Determine cause- insights and-effect relationships Assumed Minimal Considerable Considerable background knowledge Degree of Very little High High structure Flexibility High Some Little Sample Non-representative Representative Representative Research Relaxed Formal Highly controlled environment Cost Low Medium High Findings Preliminary Conclusive ConclusiveWhich is the “Best” Research Design & Method? e “You cannot put the same shoe on every foot.” — Publilius Syrus @ It depends on the problem of interest, — level of information needed, — resources, researcher's experience, etc.Thank You