lecture 01 - research design i (slide format)
TRANSCRIPT
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8/3/2019 Lecture 01 - Research Design I (Slide Format)
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AARHUSUNIVERSITY
AUQUANTS
Research Methods
Research Design I
Jacob Eskildsen
Joachim Scholderer
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8/3/2019 Lecture 01 - Research Design I (Slide Format)
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AUQUANS
Research Methods
AUQUANTS
AARHUSUNIVERSITY
LEARNING OBJECTIVES
The marketing research process
Problem identification and elaboration
Formulation of research questions
Developing a research design
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8/3/2019 Lecture 01 - Research Design I (Slide Format)
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Research Methods
AUQUANTS
AARHUSUNIVERSITY
OVERVIEW
THE MARKETING RESEARCHPROCESS
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Research Methods
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MARKETING RESEARCH IN CONTEXT
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Research Methods
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THERESEARCHPROCESS
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Research Methods
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STAGE 1
PROBLEM IDENTIFICATIONAND ELABORATION
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Research Methods
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The formulation ofthe problem is often
more essential thanits solution
Albert Einstein
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Research Methods
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DEFINING THE
PROBLEM ANDDEVELOPINGA RESEARCH
APPROACH
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Research Methods
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DECISION PROBLEM VS. RESEARCH PROBLEM
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Research Methods
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QUESTIONS?
??
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Research Methods
AUQUANTS
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STAGE 2
FORMULATION OFRESEARCH QUESTIONS
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Research Methods
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The wise mandoesnt give the right
answers, he posesthe right questions
Claude Levi-Strauss
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Research Methods
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FORMULATING RESEARCH QUESTIONS
State the scientific, managerial or policy problem theresearch is to help solve
What is the problem?
Who faces the problem?
Where does the problem occur?
What is the extent of the problem?
Who is supposed to act upon it?
What is the desired outcome?
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Research Methods
AUQUANTS
AARHUSUNIVERSITY
FORMULATING RESEARCH QUESTIONS
State the scientific, managerial or policy problem theresearch is to help solve
Structure the problem
How can the problem be conceptualized in scientificterms?
What are the constructs involved? What is known about their relationships?
What are the possibilities to influence them?
What would be the result?
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Research Methods
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FORMULATING RESEARCH QUESTIONS
State the scientific, managerial or policy problem theresearch is to help solve
Structure the problem
Identify information needs
Which answers to the above questions are known?
Which answers are unknown?
Which answers do we really need to solve the problem?
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Research Methods
AUQUANTS
AARHUSUNIVERSITY
FORMULATING RESEARCH QUESTIONS
State the scientific, managerial or policy problem theresearch is to help solve
Structure the problem
Identify information needs
Translate into research questions
Specify which of these really needed answers theresearch aims to provide
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Research Methods
AUQUANTS
AARHUSUNIVERSITY
QUESTIONS?
??
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Research Methods
AUQUANTS
AARHUSUNIVERSITY
STAGE 3
DEVELOPING ARESEARCH DESIGN
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You can't fix by
analysis what youbungled by design
Light, Singer and Willett (1990)
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WHAT IS RESEARCH DESIGN?
A research design is a plan that guides theinvestigator in the process of collecting, analysing,
and interpreting observations
It is a logical model of proof that allows the researcherto draw inferences concerning relations among thevariables under investigation
The research design also defines the domain ofgeneralisability, that is, whether the obtainedinterpretations can be generalised to a largerpopulation or to different situations
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COMPONENTS OF A RESEARCH DESIGN
Objectives/problem formulation
Research questions Hypotheses
Units of observation
Measures/operationalisation
Units of analysis
Statistical procedures
Criteria for interpreting the results
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BASIC TYPES OF RESEARCH DESIGNS
Case-based designs
Cross-sectional designs
Longitudinal designs
Panel designs
Retrospective designs Time series designs
Experimental designs
Laboratoryexperiments
Field experiments
Quasi experiments
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CASE-BASED DESIGNS
Case-based designsaim at a thorough
understanding of aparticularunit ofanalysis (e.g., acompany, a product, a
brand, or an event)
Examples:
Effect of negative presscoverage on Nestlsshare price
Satisfaction of studentswith ASBs Summer
University
Consumer associationswith Arlas Minimlkbrand
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CROSS-SECTIONAL DESIGNS
The purpose of cross-sectional designs is to
assess covariationbetween variablesacross units of analysis
Examples:
Relationship betweencustomer satisfactionand loyalty in Danishretail banking
Relationship between
trust, relationship strengthand transaction volumein buyer-seller dyads
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LONGITUDINAL DESIGNS
The purpose oflongitudinal designs is
to assess (and explain)change in variablesover time, but withinunits of analysis
Examples:
Trends in the marketshare of private-labelproducts
Relationship betweendisconfirmation of
expectations and futurepurchase likelihood infast moving consumergoods markets
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EXPERIMENTAL DESIGNS
The aim ofexperimental designs is
to assess causal effectsof one or moreindependent variableson one or more
dependent variables
Examples:
Effects of subliminaladvertising exposure onaccessibility of brandattitudes
Effects of involvement,number of arguments,and quality of argumentson message elaborationand attitude change
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CRITERIA FOR GOOD RESEARCH DESIGNS
Internal validity: a good design tests exactly thehypothesis you want to test, and rules out alternative
explanations for the effect
External validity: a good design lets you generalise fromthe sample and the research setting of your study to thepopulation and the real-life situation you are actually
interested in (population validity andsituation validity) Efficiency: a good design does not test a large number
of peripheral hypotheses you are not really interestedin
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Research Methods
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QUESTIONS?
??
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Research Methods
AUQUANTS
AARHUSUNIVERSITY
REVIEW
The marketing research process
Problem identification and elaboration
Formulation of research questions
Developing a research design
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Research Methods
AUQUANTS
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REFERENCES AND FURTHER READING
de Vaus, D. (2006). Editors introduction. In D. de Vaus (Ed.),Research Design (Vol.1). Thousand Oaks, CA: Sage.
Yin, R. (2006). Research designs. In D. de Vaus (Ed.),Research Design (Vol.1). Thousand Oaks, CA: Sage.
Stinchcombe, A. L. (2006). Fundamental forms of scientificinference. In D. de Vaus (Ed.), Research Design (Vol.1).
Thousand Oaks, CA: Sage. Malhotra, N.K. & Birks, D.F. (2006).Marketing research: An
applied approach (2nd European Ed.). Harlow: PearsonEducation.