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Principles of Experimental Design
- Main objective is to achieve
- Principles are
- Randomization
- When ever the researcher faces a situation to exercise choice, random
method must be used
- Replication
- Design should have built-in replications so as to compare outcomes
- Local Control
- Using best available method instruments
2. Research Design
• It spells out how to achieve stated MR
objectives
• Consists of
– Data Collection Method
– Specific Research Instruments
– Sampling Plan
MR Procedure
• Five Steps
1.Problem Definition
2.Research Design
3.Field Work
4.Data Analysis
5.Report Preparation & Implementation
1. Problem Definition
• Any situation requiring further investigation is a problem
• Not all problems require fresh MR to be carried out. Many can
be decided upon based on past data, trend, experience
- Distributor Credit
- Manufacturing out put
- Stocking level
• Problem Definition should be
- Specific – neither too broad nor too narrow
- Target outcome should be precise
- Should be manageable within time & resource available
2. Research Design
• It spells out how to achieve stated MR
objectives
• Consists of
– Data Collection Method
– Specific Research Instruments
– Sampling Plan
2. Research Design
- Data Collection Method
- Secondary Data
- Primary Data
- Observation
- Survey (Most widely used)
- Experimentation
- Specific Research Instruments
Camera, Tape, People Meter, Tally Sheet, Questionnaire
- Sampling Plan
- Who is to be surveyed? Sampling unit
- How many? Sample size
- How are they to be selected? Sampling Procedure
- How are they to be reached? Sampling Media
3. Field Work
• Involves planning, execution, supervision & checking
for errors
• MR must be planned & executed well so as to
complete within resource & time limits
• Progress to be closely monitored to avoid time & cost
overrun
• Extensive back checks & spot checks will improve the
quality of MR output
4. Data Analysis
• Done in two phases
– Classification of raw data
• Quantitative vs Qualitative
• Chronological, Geographical, Demographic
– Summarizing the data
• Frequency distribution, Mean, Median, Mode, Range,
Variance, Standard Deviation
• Data Analysis Methods – Four classes
5. Report Presentation
• Report must have following sections
– Executive Summary
– Objectives & Methodology
– Summary, Conclusion, Recommendation
– Sample Characteristics & Basis of selection
– Detailed findings
– Questionnaires & other supporting documents
Learning Outcomes
• Types of research designs
• Distinctions between Exploratory,
Descriptive & Experimental designs
• Principles of good research design
• Types of experimental designs
• Characteristics of sound measurement:
Validity, Reliability & Practicality
• Test marketing
Types of Research Design
- Although every problem and research objective may
seem unique, there are usually enough similarities
among problems and objectives to allow decisions to
be made in advance about the best plan to resolve
the problem.
- There are some basic marketing research designs
that can be successfully matched to given problems
and research objectives.
Types of Research Design
- Three traditional categories of research design:
- Exploratory
- Descriptive
- Causal/Experimental
- The choice of the most appropriate design
depends largely on the objectives of the research
and how much is known about the problem and
these objectives.
Uncertainty Influences
The Type Of Research
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Degree of Problem Definition
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
