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The framework or plan for addressing the research objectives or

hypotheses to make informed decision-makings.

Components of Research Design

± Type of data to be collected:
‡ Secondary vs. Primary data and
‡ Quantitative vs. Qualitative data.

Type of research method:

± Exploratory study: Gathering background information about the research problems.
± Descriptive study: Providing accurate snapshots or profiles about the research problems.
± Causal study: Investigating the causal relationships about the research problems.

Sampling procedure:
± Description of sample: sampling frame
± Sampling selection procedure: non-probability vs. probability sample.
± Size of the sample and types of sampling errors:

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Secondary data:
‡ Existing data that have been previously gathered for some
purposes that are irrelevant to the research problems.
‡ Examples of secondary data: Internal and external sources.

Primary data:
‡ New data gathered to help solve the research problems at hand.
‡ Examples of primary data: Survey, observation, and experiment.

Qualitative research: Research findings are not subject to quantification.

‡ Focus group interview (FGI), in-depth interviews, projective tests.

Quantitative research: Research findings are dependent upon

mathematical analysis.
‡ Surveys, observations, experiments.

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Xhen research problems are ambiguous to understand.
Key purposes: to define the nature of the research problem and to gain a
better understanding of the environment within which the problem has occurred.

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Xhen research problems are partially defined.
Key purposes: to provide an accurate snapshot of some aspects of the market
environment in terms of frequency analysis.

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Xhen research problems are clearly defined.
Key purposes: to investigate whether one variable determines the value of
another variable (e.g., causal relationships among variables).

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It is used when a research has a limited amount of experience with or

knowledge about research issue. Specifically, it is used when a researcher
needs background information. Most exploratory studies are qualitative.

Purpose
  Ô) Diagnosing a situation
  2) Screening alternatives
  3) Discovering new ideas
  Gathering background information and identifying variables as well as
its underlying relationships among the identified variables.

Types of exploratory research

  Experience surveys
  Secondary data analysis
  Case studies
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  Pilot studies
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It is used when researchers have general understanding or knowledge about

the research problems. Most descriptive studies are quantitative.

Purpose
Provide an accurate snapshot or profile of a population or a phenomenon,
regarding variables or relationships of variables.
Seek to determine the answers of who, what, when, where, and how
questions.

Types of Descriptive Researches

Ô) Cross-sectional study
Ex) Relative frequency of occurrence, cross-classification analysis
2) Longitudinal study
Ex) Brand switching matrix between two time points.
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It is used when a research has clear understanding or knowledge about

research problem. Most causal studies are quantitative.

Purpose
Understand the causal (e.g., cause-and-effect) relationships among the variables.

Type of Causal Research

Experiments

Difference from Descriptive Research

Descriptive research: focus on the frequency of the variables.
Causal research: focus on the causality among the variables.

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The use of a questionnaire to gather the primary data such as facts, opinions,
attitudes, and so on.

Advantages of the survey research:

The best way to find out what consumers think by simply asking the respondents.
A quick, inexpensive, efficient, and accurate means of assessing information
about a population.
Versatility ± employed in virtually any setting, adaptable to any kind of research
objectives.

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Types of primary data

Ô) The need to know ³Xho´ - It is necessary for the identification and definition of
market segments. Ex - demographic, socioeconomic, psychological, lifestyle
characteristics.

2) The need to know ³Xhy´ - It is necessary for studying the driving forces of
certain behaviors ± why consumers behave as they do. Ex - needs, preferences,
attitudes, intentions, purchasing reasons, etc.

3) The need to know ³How´ - It is necessary for understanding the buying

process that consumers go through ± how did they make the decisions.
Ex. - Stages in buying behavior models.

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Ô) Personal interviews
Key features: face-to-face method, major impacts of environment
Advantages: large amount of information, complex questions, flexibility.
Disadvantages: time-consuming, high cost.

2) Telephone interviews
Key features: verbal contact method, minor impacts of environment
Advantages: low cost, central location, shorter data collection time.
Disadvantages: no use of visual aids or complex tasks, sampling bias

3) Self-administered surveys
Key features: no contact, no impact of environment
Advantages: least expensive, enough time to give answers.
Disadvantages: low response rate, mailing list required, high fixed cost

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