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oct - 2009
Independent variables
Dependent variables
Controlled variables
Intervening variables
Extraneous variables
Descriptive
Research Design
Cross sectional
studies
Longitudinal
Studies
Causal
Research Design
Natural
Experiments
Controlled
1. Exploratory research design
Experiments
The exploratory research design is focus on the discovery of ideas. Exploration is
particularly useful when researchers useful when researchers lack a clear idea of
the problems they will meet during the study. When the researcher dont know
about the problems & to know the additional information.
The area of investigation may be so new or so vague that a researcher
needs to do an exploration just to learn something about the dilemma facing the
manager important variables may not be known or thoroughly defined hypotheses
for the research may be needed.
An exploratory study is generally based on the secondary data that are
readily available. It dose not have a formal and rigid design as the researcher may
have to change his focus or direction, depending on the availability of new ideas
and relationship among variables.
The design of exploratory studies is characterized by great flexibility and
ad hoc versatility. The researcher is invoked in investigating an area or subject
2. Omnibus panel :In ominous panel too a sample of elements being selected &
maintained but the info collected from the member variable.
Consumer attitude to words chine made product.
3. Causal research design :At name implies a casual design investigate the casual &
effect relationship
between two or more variable.
(A) concomitant variable :A condition for inferring causality that requires that
the extent to which a cause x & effect y occur together as predicted by the hypothesis
under consideration.
(B) Time order of occurrence of variable :The time order of occurrence
condition states that the causing event must occur their before of simultaneously
with the effect it cant occur aster word it is possible for each event in a
relationship to be both a cause & an effect of the other event.
(C) elimination of other possible caudal factor:It means that the factor or variable
being investigated should be the only possible causal explanation in other word
when to or more cause of a given phenomenon have one only one condition is
common then that condition may be regarded as the causal.
Natural experiments
(1) Time series & trend analysis:In a time series design data are obtained from the
same sample or population at successive intervals time series data relate to the same
sample trend data relate to matched sample drawn from the population at successive
intervals.
(A) the one shot case study :The design is also known as the try out design it is
Simplest & can be shown symbolically as follows.
X
O
Where x indicated the exposure a subject or group to an experimental treatment whose
effect is to be observed & o indicates the observation or measurement take on the
subject or group after am experimental treatment.
(B) Multiple time series:Another time series involves the control group
symbolically.
O1 O2 O3
X
O4 O5 O6
O1 O2 O3
O4 O5 O6
It fails to control history & there may be certain
environmental changes in the later period which may affect the effectiveness of
result.
(2) Cross section designs
In the cross sectional design the effect of different levels of treatment are measure
on several groups at the same time. Symbolically a cross sectional design may be shown
as bellow:
X1
O1
X2
O2
X3
O3
X4
O4
The impact of varying levels of treatment is studied on the basis of the sales of the
product in different territories.
There may be some extraneous factor which may affect the sale in a
particular territory.
3. Combination of cross sectional & time series design:
O1
X
O3
O2
O4
These design as the name implies, cross sectional
Time-series & cross-sectional design while there can be May variant a more frequently
use design is the ex-post-facto test control group.
2. Controlled experiment
(1) After only with control group
R
X
o1
R
o2
It has been criticized on the ground that it does not concern itself with the pretest.
However, by avoiding the pre-test. The design provides control over the testing &
instrument effect.
(2) Before after with control group.
R
o1
x
o2
R
o3
o4
As the two before measurements, o1&o3&the two after measurements o2 & o4
are made at the same points in time the design is able to control history with the help of
this design, one can measure the effect of treatments in three ways o2-o1,o2-o4
&
(o2-o1)-(o4-o3)
(3) Four groups -six study design
The symbolically the design can be show as follows
R
O1
X
O2
R
O3
O4
R
X
O5
R
O6
The effect of treatment can be measured in several ways such as o2-o1, o4-o2,o0o5,o1-o3&(o1-o2)-(o4-o3) the after measurement can be show in a 2*n matrix as follows.
No.x x
B. measurement taken
o4
o2
No before measurement taken
o6
o5
The difference between the rows must indicate the bases for estimating the testing
effect.
Primary data
1 There are original data gathered by the
researcher for the project at a hand.
Secondary data
They are the data already existing in
the file or in other form gathered for any
other project.
It is the source that secure the data
from the original source.
They may be inaccurate. Unsatisfactory
as per situation.
They are called historical data.
II. Attitude Scales a formalized instrument for eliciting self-reports of beliefs and
feelings concerning an object(s).
A. Rating Scales require the respondent to place the object being rated at
some point along a numerically valued continuum or in one of a numerically
ordered series of categories.
B. Composite Scales require the respondents to express a degree of belief
concerning various attributes of the object such that the attitude can be inferred
from the pattern of responses.
C. Perceptual maps derive the components or characteristics an individual
uses in comparing similar objects and provide a score for each object on each
characteristic.
D. Conjoint analysis derive the value an individual assigns to various attributes
of a product.
I. Observation the direct examination of behavior, the results of behavior, or
physiological changes.
II. Projective Techniques and Depth Interview designed to gather information
that respondents are either unable or unwilling to provide in response to direct
questioning.
A. Projective Techniques allow respondents to project or express their own
feelings as a characteristic of someone or something else.
B. Depth Interviews allow individuals to express themselves without any fear of
disapproval, dispute, or advice from the interviewer.
Step 5: Select the Sample
Most marketing studies involve a sample or subgroup of the total population
relevant to the problem, rather than a census of the entire group.
Step 6: Select the Model of Analysis
It is imperative that the researcher select the analytic techniques prior to
collecting the data. Once the analytic techniques are selected, the researcher
should generate fictional responses (dummy data) to the measurement
instrument. These dummy data are then analyzed by the analytic techniques
selected to ensure that the results of this analysis will provide the information
required by the problem at hand.
Step 7: Evaluate the Ethics of the Research
It is essential that marketing researchers restrict their research activities to
practices that are ethically sound. Ethically sound research considers the
interests of the general public, the respondents, the client and the research
profession as well as those of the researcher.
Q.3. a) Explain the term Data. What points should be considered by the
researcher before using secondary data?
A.
Data: Data refers to a collection of natural phenomena descriptors
including the results of experience, observation or experiment, or a set of
premises. This may consist of numbers, words or images, particularly as
measurements or observations of a set of variables.
The points to be considered by the researcher before using secondary data are:
Relevance: Relevance means that the data available must fit the
requirements of the problem at hand. This would cover several aspects.
Accuracy: This would not only enable the researcher to get core
comprehensive information but would also indicate the context in which
data have been collected, the procedure followed and the extent of care
exercised in their collection.
Method of payment
Sales territory
Salesperson
Date of purchase
Amount of purchase
Price
Application by product
Location of end-user
production and R&D reports. Also the companys business plan and customer
calls (complaints) log can be useful sources of information.
2. External Data Sources:
a. Government Publications: A large bulk of secondary data useful to a
marketing researcher is found in various government publications. The Registrar
General of India conducts a population census throughout the country every 10
years and brings out demographic data in voluminous reports. The Central
Statistical Organization brings out statistic of national income. The Director of
Commercial Intelligence, Government of India brings out monthly statistics of the
foreign trade of India. Some other official publications included are: Reserved
Bank of India Bulletin, Currency and Finance Report, Agricultural situation in
India, The Indian Labor Journal, etc.
b. Non-Government Publications: There are number of private
organizations which brings out statistics in one form or another on a periodical
basis. Various Industry and Trade Associations are important. Another source of
information is the stock exchange directories, the Market Research and
Statistical Bureau, etc. Besides industry associations several chambers of
commerce are also a source.
c. Syndicated Services: Syndicated services are provided by certain
organizations, which collect and tabulate marketing information on a continuing
basis. Reports based on marketing information collected by such organizations
are sent periodically to clients who are subscribers. Syndicated services are
normally designed to suit the requirements of many individuals or firms. Such
services are particularly useful in the spheres of TV viewing, magazine,
readership and the movement of consumer goods through retail outlets.
d. International Institutions Publication: There are several international
organizations that publish statistics in their respective areas. Some of these
organizations publish data on India among with that of other countries. Bank,
economic reviews, university research reports, journals and articles are all useful
sources to contact.
e. Libraries: There are two types of libraries- public library and private
libraries. Private libraries are those which are maintained by some business
firms. Public libraries are maintained by the government that can be utilized by
any research from general public.
f. Business Firms: Researcher depends on certain business firms for
some necessary information. Business reports are sometimes of great value of
the researchers. Researcher can collect information from bank and insurance
companies on request.
g. Consumer Research Services: Usage and attitude studies, Brand
image and positioning research, New product development research, Advertising
research, Product testing, Simulated test marketing, Market estimation and
forecasting, market modeling, customized panel research, etc.
b) Explain various methods of observation and applicability of observation
method.
A.
In some cases mechanical devices such as eye cameras and audio meters are
used for observation.
Q.4. Write short note
1) Telephone interview.
A: Telephonic interview:Under this method , the researcher establishes
the contact trough telephone. In this interview the investigator ask selective
question and it must be brief, simple to the point and non-confidential.
Telephone interview are easy to administrator and allow data will be
collected quickly at a relatively low cost. The interview can clarify the
questions.
Advantages of self administered survey are:
1) It is economical: it is the speediest method of
data collection where up to date information is
got at telephone call without waste of time just
sitting in the office.
2) Unbiased data: normally respondents are more
frank on telephone than in person. They arre
not influenced by family members and friends
as telephone conversion is considered to be
private affair.
3) Best method to elicit information from specific
group: when the respondents are belonging to
higher socio-economic classes, it is really very
difficult to get personal appointment.
4) Quick response is possible: as the respondent
is caught on phone with the prior appointment
the information is available within a few
minutes.
2) Personal interview:
A: Personal interview:Personal interview is the process of communication where face
to face contact between the investigator and respondent is established. It is the
conservation arrange for the purpose of obtaining views of respondent on the topic
of inters to the interviewer.
Merits:
Sample:
A sample survey is a survey where a few number of sample are selected
from universe and they represent the whole population.
-
Specifying sampling unit: Sampling unit is the basic unit containing elements of
the target population.
Specifying sampling method: It indicates how sample units are selected. One of
the most important decisions is to decide whether the sample will be probability
sample or non probability sample.
Determine sample size; It refers to the no. of elements to be included in the study.
Probability design:
4. Direct and indirect questions: direct question is one which can be asked
and can be answered directly. Question carries a very clear indication
such question can be answered exactly and easily as it is free from
ambiguity. While indirect question are asked indirectly to allow respondent
gazing and perceives the situation differently as per personality
characteristic.
5. Scale type question: Scale type question are very popular in conducting
marketing research. Respondent are given the range of categories in
which to express their opinion. Scale is used to measure level or degree of
attitudes or agreed upon opinion.
6. Descriptive question: Descriptive question can be attended by descriptive
answer. It needs the detailed explanation. At the end of every descriptive
question adequate space has been given to write the answer.
7. Short question: Short question can be answered just by writhing words.
Question may be lengthy but can be answered by one or more words.
8. Rank order list: Here the respondents are asked to rank options from the
most important to the least important option.
9. Check list: Such question involves more option and can be answered by
selecting one or more options.
10. Multichotomous: Such types of questions involves more options may be 5
or more and respondent are asked to select anyone by tick mark. They
are not required to write any word.
Questionnaire
1. Personal Details:
a. Name: _______________________
b. Age: _______
c. Occupation: ________________
2. Do you have a bank account?
Yes
No
3. Which type of bank account do you have?
a. Saving
b. Current
c. Others
________________________
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Client: Clients are those persons who refer the research report for solving any
problems in the organization. For e.g.: marketing manager may feel the need of
studying the buying behavior of the customers.
Researcher: The researcher will keep one or two master copies for reference.
This copies can be prepared in technical or classical language of business
research.
General Public: Apart from clients and researchers, the research report can also
be read by the general public. It can be for various reasons, it can be usefull for
students, lecturers, etc.
2) Measures of central tendency
A: The principal measure of central tendency is the arithmetic mean, the median,
and the mode.
The arithmetic mean should be used In case of itervalled or ratio-scaled
data. It is obtained by adding the observation and dividing the sum by the
number of observation.
o In case of a frequency distribution the arithmetic mean is obtained by the
following steps:
o The median I measure of the central item when all the items in a series
are arranged either in ascending or descending order of magnitude.
o The mode is another measure of location of a frequency distribution. It is
the value at the point around which the items are most heavily
concentrated.
Description
Preliminaries
Title page
Acknowledgement
Declaration
Table of content
Executive summary
Introduction-about study
Research Methodology
Reference
Bibliography
Appendix( if any)
Glossary(if any)