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Dr. A. K. Dey
Research Process: Dr. Dey 1
Learning Outcome
Classification of research based on objectives Characteristics (Principles) of good research methodology Scientific method: Validity & Reliability Research Designs Different types of Techniques of data collection Characteristics (Principles) of good research design Difficulty in employing scientific method in marketing research Steps of a marketing research process Problems in employing scientific method at each research process step and how to minimize errors
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Objectives of Research
To gain further insight into the problem Exploratory or Formulative Research To describe the characteristics of a situation or a group Descriptive Research To determine the frequency with which some variable occurs Diagnostic Research To test a hypothesis of causal relationship between variables Hypothesis testing research
Systematic: Structured with specified steps to be taken in predetermined sequence according to a specific set of rules Logical: Should be guided by rules of logical reasoning Empirical: Related to one or more aspects of real situation Replicable: Results can be verified by replicating the study
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Scientific Method
variable Reliability or Repeatability: A repeat of the study should lead to the same outcome; like experiments of Physics or Chemistry
Very few Marketing Research projects could qualify as experiments; much less reproducible experiments
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2.
3. 4. 5. 6. 7. 8.
Degree of crystallization of research question Method of Data Collection Power to produce effects Purpose of the study Time dimension Topical scope breadth & depth Research environment Participants perceptions
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Exploratory study is usually to develop hypotheses or questions for further research Formal study is to test the hypotheses or answer the research questions posed
In an experiment, the researcher attempts to control and/or manipulate the variables in the study In an ex post facto design, the researcher has no control over the variables; they can only report what has happened
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Exploratory Studies Tries to define the problem more objectively Descriptive study tries to explain relationships among variables
Cross-sectional studies are carried out once and represent a snapshot of one point in time Longitudinal studies are repeated over an extended period
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Statistical studies attempt to capture a populations characteristics by making inferences from a samples characteristics Case studies place more emphasis on a full contextual analysis of fewer events or conditions and their interrelations
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Field conditions: Actual environmental conditions Laboratory conditions: Manipulated conditions Simulations: Major characteristics of various conditions and relationships in actual situations are often represented in mathematical models: Role plays, Mystery shoppers
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8. A Participants Perceptions
Usefulness of a design may be reduced when people in a disguised study perceive that research is being conducted
Participants perceptions influence the outcomes of the research: Example if the sales girl comes to know that her performance is being watched by mystery shoppers, the performance itself may change
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Two types: Qualitative & Quantitative Qualitative techniques: Suitable for exploratory studies
Secondary data Experience surveys In-depth interviews Focus groups Two-stage design
Quantitative techniques: Suitable for descriptive and causal studies Only two types: Ask or Observe Observation Survey Experimentation
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Causation
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Symmetrical
Variables fluctuate together but the changes in neither variable are due to the changes in the other
Reciprocal
Asymmetrical
Changes in one variable (independent) are responsible for the changes in the other (Dependent)
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Asymmetrical Relationships
Stimulus-Response
Property-Disposition
Age and attitudes about saving, Social class and opinion about taxation
Disposition-Behavior
Property-Behavior
Validity Reliability
Principles are
Randomization
When ever the researcher faces a situation to exercise choice, random method must be used
Replication
Local Control
Highly interactive; almost impossible to control in a market place Projects mostly carried out one time hence no way to test reliability MR projects are proprietary hence no way to check reproducibility
Major differences between Scientific & Non Scientific Method that affect Validity & Reliability of the results are
Objectivity of the investigator Accuracy of measurements Degree to which the investigation is continuing & exhaustive
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Market
Researchers report to a strong willed executive who thinks that he knows the market well Marketers often tend to exploit comfortable segments; They ignore segments that are different, unattractive or threatening
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Accuracy of measurements
In experiments of Physics or Chemistry measuring devices of great accuracy are used In MR attitudes, intensions, behaviours etc are measured so far no instruments can measure these accurately Such variables are dynamic checking reproducibility is not possible Even crude devices like Attitude Rating Scales are administered by different interviewers & interviews are conducted in different settings results not reproducible
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Investigator involved in use of results Imprecise measuring devices Influence of measurement process on the results Time pressure for results Difficulty in using experiments to Test Hypothesis Great complexity of the subject : Complexity of human behaviourial response makes it difficult to achieve high level of Validity & Reliability
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Research Process
4.
5. 6.
7.
Specifying research objectives Preparing a list of needed information Designing the data collection project Selecting a sample type Determining sample size Organizing & carrying out the field work Analyzing the collected data & report the findings
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To achieve Validity & Reliability, Marketing Research should be conducted as a proper Scientific Method At each of the seven steps let us analyze
A. B.
Problems in achieving Scientific Method Steps to minimize the potential sources of errors
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B.
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b.
Due to busy schedule manager may not get adequately involved May think researcher knows what to do
e.
Using inappropriate research design Wrong selection of respondents Asking unclear or ambiguous questions Using large scale study instead of small scale & vice versa Using poor experimental design
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Sample not representative of the population Define sampling frame carefully Select proper sampling method Simple Random
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a.
i. ii. iii.
b.
Small sample Lower reliability Large sample Likely to give higher reliability
a. b.
Field work: Selecting, Training, Controlling & Evaluating field force Involves substantial portion of budget Potential source of errors through lack of Validity & Reliability
skills of field workers b. Forms filled without interview c. May not follow instruction d. Investigators bias e. Respondents bias
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good practices in selection, training, controlling & evaluating field workers b. Incorporate Back Checks & Spot Checks c. Motivate supervisors d. Deploy adequate field force release time pressure
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