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Chapter 3 – Research Design V.E.S College of Arts, Science & Commerce
Chapter 3
Research Design
Topics Page nos.
1. Impact of Problem Definition on Research Design 01
2. Concepts Relating to Research Design 06
3. Types of Research Designs. 07
3.1 Exploratory Research Studies 07
3.2 Descriptive And Diagnostic Research Studies 09
3.3 Hypothesis- Testing Research Studies 10
(Experimental Studies)
4. Difference between exploratory and descriptive research 11
5. Basic Principles of Experimental Design 11
6. Formal and Informal Experimental Design 12
A research design is the detailed blueprint used to guide a research study toward
its objectives.
To design something also means to ensure that the pieces fit together. The
achievement of this fit among objective, research approach, and research tactics is
inherently an iterative process in which earlier decisions are constantly
reconsidered in light of subsequent decisions.
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A problem exists when the decision-maker faces uncertainty regarding which action
to adopt in the situation. If only one action is available (or none at all) or if there is
certainty about the outcomes of the alternatives, there really is no problem.
For instance the marketing manager may state that sales of a product have fallen by
25% because its price is too high & hence may ask the researcher to throw more
light on “what is a more effective price”? Actually the decline in sales may be due to
any other factor or factor like poor product quality, competitor’s action, poor
salesmanship etc. The research dealing solely with the price may be able to solve
the problem correctly.
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Chapter 3 – Research Design V.E.S College of Arts, Science & Commerce
individual may be performing the role of agent for some superior or group of
superiors. The objectives of the decision maker provide motivation for the decision.
These objectives, or goals, may range from a desire to maintain or increase
company profits and market share to personal goals concerned with maintaining
prestige and a desire to advance in the corporation.
Every problem exists within a context of the characteristics of the company and of
the market-consumer tastes and preferences, level of income and rate of growth in
the market areas, the degree of competition and competitor action and reaction, and
the type and extent of governmental regulation. These environmental factors may
individually and collectively affect the outcome of the decision made. The
researcher must assist the manager in identifying these relevant environmental
factors.
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The world of uncertainty is a familiar world for the marketer. When choosing a
course of action, a marketer can rarely be certain of the consequences, since
the choice is usually based on incomplete information about the various factors
that influence the decision’s outcome. A primary job is thus to list the possible
outcomes of various courses of action. But these outcomes will depend on
various environmental factors.
To solve a problem is to select the best course of action for attaining the
decision maker’s objectives. A state of doubt as to which course of action is
best can arise under three main classes of conditions:
In a very real sense, problem formulation is the heart of the research process. As
such it represents the single most important step to be performed.
2. Extraneous variable
Independent variables that are not related to the purpose of the study, but
may effect the dependent variable are termed as extraneous variables.
Suppose the researcher wants to test the hypothesis that there is
relationship between children’s gains in social studies achievement and
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3. Control
One important characteristic of a good research design is to minimise the
effect of extraneous variable(s). The technical term ‘control’ is used when
we design the study minimising the effects of extraneous independent
variables. In experimental searches, the term ‘control’ is used to refer to
restrain experimental conditions.
4. Research hypothesis
When a prediction or hypothesised relationship is to be tested by scientific
methods, is it termed as research hypothesis. It is a predictive statement
that relates an independent variable to a dependent variable.
7. Treatments
The different conditions under which experimental and control groups are
put are usually referred to as ‘treatments’.
8. Experiment
The process of examining the truth of a statistical hypothesis, relating to
some research problem, is known as an experiment. For eg: an
experiment can be conducted to examine the usefulness of a certain newly
developed drug. Experiments can be of two types viz., absolute
experiment and comparative experiment.
9. Experimental unit(s)
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Following are three methods in the context of research design for studies:
This happens to be the most simple and fruitful method of formulating the research
problem. Hypothesis stated by earlier workers may be reviewed and their usefulness
be evaluated as a basis for further research. In this way researcher should review
and build upon the work already done by others, but in cases where hypothesis has
not been formulated hi task is to review the available material for deriving the
relevant hypothesis from it.
Experience Survey:
It is the survey of people who have had practical experience with the survey to be
studied. The object is to obtain insight into the relationship between variables and
new ideas relating to the research problem. For such a survey people who are
competent and can contribute new ideas may be carefully selected as respondents
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• Reactions of strangers
• Reactions of marginal individuals
• Study of individuals who are in a transition from one stage to another.
• Reactions of individuals from different social strata.
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measure and must find adequate methods of measuring it. The aim is to obtain
complete and accurate information, hence, the procedure to be used must be
carefully planned. It should make enough provision for protection against bias and
must maximize reliability. The design must be rigid and not flexible.
a) Formulating the objective of the study (what is the study about and why is it being
made.
b) Designing the methods of data collection (what techniques of gathering data will
be adopted)
c) Selecting the sample (how much material will be needed)
d) Collecting the data (where can the required data be found and with what time
period should the data be related)
e) Processing and analyzing the data.
f) Reporting the findings.
Step 1.Specify the objectives with sufficient precision to ensure that ht data collected
is relevant.
Step 2.Select the methods by which the data are to be obtained. E.g. techniques of
collecting the data must be devised.
While designing data collection procedure, adequate safeguards against bias and
unreliability must be ensured. Questions must be well examined and must be
unambiguous, interests must not express their opinion.
In most studies researcher takes down samples and then wishes to make
statements about the population on the basis of the sample analyses.
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Exploratory of Descriptive /
formulative Diagnostic
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Overall design Flexible design (design must Rigid design (design must
provide opportunity for make enough provision for
considering different aspects protection against and must
of the problem) maximize reliability)
(i) sampling Non- probability sampling Probability sampling design
design design (purposive or (random sampling)
judgement sampling)
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such a way that the variability it causes can be measured and hence eliminated from
the experimental error. This means that we should plan the experiment in manner
that we can perform a two-way analysis of variance, in which the total variability of
the data is divided into three components attributed to treatments (the subject), the
extraneous factors and experimental error.
The details of each of the above stated formal and informal experimental design
are explained as follows.
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_______________________________________________________________________
The main difficulty of such a design is that with the passage of the time considerable
extraneous variation may be there in the treatment effect.
2. After only with control design: In this design two group of arise (test
area and control area) are selected and the treatment is introduced in
the test area only. The dependant variable is then measured in both
the areas at the same time. Treatment impact is assessed by
subtracting the value of the dependant variable in the control area
from the value in the test area. This can be exhibited in the following
form
________________________________________________________________
Test area: Treatment introduced Level of phenomenon after
treatment (Y)
The basic assumption in such a design is that the two areas are identical with
respect to their behavior towards the phenomenon considered. If the assumption is
not true, then there is then there is the possibility of extraneous variant entering into
the treatment effect. However, data can be collected in such a design without the
introduction of the problems with the passage of time. In this respect this design is
superior to before-and-after without control design.
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This design is superior to the other two design for the simple reason that it
avoids extraneous variation resulting both from the passage of time and from non-
comparability of the test and control areas. But at times due to lack of historical data,
time, so it is preferred to select one of the first two informal designs stated above.
Control
group T
r
e
a
t
m
e
n
t
Since in the simple randomized design the elements constituting the sample
are randomly from the same population and randomly assigned to the experimental
and control groups, it becomes possible to draw conclusion on the basis of samples
applicable for the population. The two group (experimental and control groups) of
such a design are given different treatment of the independent variable. This design
of experiment is quiet common in research studies concerning behavioral sciences.
The merit of such a design is that it is simple and randomizes the difference among
the sample items. But the limitation of it is that the individual differences among
those conducting the treatments are not eliminated, i.e., it does not control the
extraneous variable and as such the result of the experiment may not depict a
correct picture. This can be illustrated by an example. Suppose that the researchers
want to compare two groups of student who have been randomly selected and
randomly assigned. Two different treatment viz., the usual training and the
specialized training are being given to the two groups. The researchers hypothesis
greater gain for the group who receives specialized training. To determine this, he
tests each group before and after the training, and compares the amount of gain for
the two groups to accept or reject his hypothesis. This is the illustration of the two
group randomized design, wherein individual differences among students are being
randomized. But this does not control the differential effects of the extraneous
independent variable (in this case, the individual difference among those conducting
the training programmes)
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Population Population
(Available for (Available to
study) conduct
treatment)
SAMPLE SAMPLE
(To be (To conduct
studied) treatments)
Random Random
assignment assignment
Group 1 E
Group 2 E
Group 3 E
Group 4 E
Group 5 C
Group 6 C
Group 7 C E= Experimental group
Group 8 C C= Control group
Treatment B
Treatment A
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From the diagram it is clear that there are two populations in the replication
design. The sample is taken randomly from the population available for study
and is randomly assigned to, say, four experimental and four control groups.
Similarly, sample is taken randomly from the population available to conduct
experiments (because of eight groups eight such individuals be selected) and
the eight individuals so selected should be randomly assigned to the eight
groups. Generally, equal number of items are put in each group so that the size
of the group is not likely to affect the results of the study. Variables relating to
both population characteristics are assumed to be randomly distributed among
the two groups. Thus, this random replication design is, in fact an extension of
the two-group simple randomized design.
Let us illustrate the R.B. design with the help of an example. Suppose four different
forms of a standardized test in statistics were given to each of five students (selected
one from each of the five I.Q. blocks) and following are the scores which they
obtained.
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For 82 67 57 71 73
m1
For 90 68 54 70 81
m2
For 86 73 51 69 84
m3
For 93 77 60 65 71
m4
If each student separately randomized the order in which he or she took the four
tests (by using random numbers or some similar device), we refer to the design of
this experiment as a R.B. design. The purpose of this randomization is to take care
of such possible extraneous factors (say as fatigue) or perhaps the experience
gained from repeatedly taking the test.
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(7) Factorial designs: Factorial designs are used in experiments where the effects
of varying more than one factor are to be determined. They are specially important in
several economic and social phenomena where usually a large number of factors
affect a particular problem. Factorial designs can be of two types: (i) simple factorial
designs and (ii) complex factorial designs.
Experimental Variable
This model of a simplex factorial design includes four treatments viz. A, B, C and D
of the experimental variable and three levels viz (I), (II), and (III) of the control
variable and has 12 different cells as shown above. This shows that a 2 * 2 simple
factorial design can be generalized to any number of treatments and levels. In such
a design the means for the columns provide the researcher with an estimate of the
main effects for the levels. Such a design also enables the researcher to determine
the interaction between treatments and levels
(ii) Complex factorial designs: experiments with more than two factors at a
time involve the use of complex factorial designs. A design which
considers three or more independent variables simultaneously is called a
complex factorial design. In case of three actors with one experimental
variable having two levels, the design used will be termed 2 * 2 * 2 *
comple factorial design which will contain a total of eight cells as shown
below:
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Experimental Variable
Treatment A Treatment B
Control
Cell 2 Cell 4 Cell 6 Cell 8
Variable 1 Level II
To obtain the first order interaction say, for EV * CV 1in the above stated design, the
researcher must necessarily ignore control variable 2 for which purpose he may
develop 2 * 2 design from the 2 * 2* 2 design by combining the data of the relevant
cells of the latter design as has been shown below:
Experimental Variable
Treatment A Treatment B
Similarly, the researcher can determine other first order interactions analysis of the
first order interaction, here essentially a simple factorial analysis as only two
variables are considered at a time and the remaining on eis ignored. But the analysis
of the second interaction would not ignore one of the three independent variables in
the case of a 2 * 2* 2 design. The analysis would be termed as a complex factorial
analysis.
Factorial analysis are used mainly because of two advantages :
1. They provide equivalent accuracy ( as happens in the case of experiments
with only one factor) with less labour and as much are a source of economy.
Using factorial designs, we can determine the main effects of two ( in simple
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