mr designs

7/30/2019 MR Designs

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Research Designs


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Research Design

A framework for conducting the MR project.

Involves the following

Information needed

Design

Specify measurement and scaling

Specify sampling

Construct the tool

Plan for data analysis


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Research Design

Exploratory Conclusive

Descriptive Causal


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Classification of Research Design

Research Design

Exploratory Conclusive

Descriptive

Cross-Sectional

Longitudinal

Causal


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Exploratory & Conclusive

Exploratory

Provide insights &understanding

Loosely defined

information needs Flexible and unstructured

process

Non-representative sample

Tentative, inconclusive

Cant be used for decisionmaking, needs to befollowed by furtherresearch

Conclusive

Test specific hypotheses &examine relationships

Clearly define which

information is needed Formal and structured

research process

Representative sample

Quantitative data analysis

Conclusive

Used for decision making


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Exploratory Research

The objective is to search/ explore ---- to

provide an understanding of the problem at

hand and give valuable insights.

It cannot be used for generalization purposes,

and thus, cant be effective for decision making


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Where can it be used?

Formulate a problem or define a problem moreprecisely

Identify alternative courses of action Develop hypotheses

Isolate key variables and relationships for furtherexamination

Gain insights for developing an approach to theproblem

Establish priorities for further research


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often relies on

secondary research

such as reviewing available literature and/or data,

or qualitative approaches

such as informal discussions with consumers,

employees, management or competitors,

and more formal approaches through in-depth interviews, focus groups, projective

methods, case studies or pilot studies.


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secondary data can help to

Identify the problem

Better define the problem

Develop an approach to the problem

Formulate an appropriate research design

Interpret primary data more significantly


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Classification of Secondary data

Secondarydata

Internal

Ready to -use

Requiresfurther

processing

External

Publishedmaterials

Computerizeddatabases

SyndicatedServices


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Internal data/ sources: From within the organization

Easily available

Inexpensive

Database marketing

CRM a unique type of database-driven

marketing


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Secondarydata

Internal

Ready to -use

Requiresfurther

processing

External

Publishedmaterials


SyndicatedServices


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PublishedExternal data

GeneralBusinessSources

Guides DirectoriesStatistical

data

Governmentsources

Census dataOther govt.publications


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Secondarydata

Internal

Ready to -use

Requiresfurther

processing

External

Publishedmaterials


SyndicatedServices


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Syndicated sources: Companies that collect common pools of data

Companies do not collect these for any specific

MR problem

These can be personalized for the client in the

form of reports too


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Syndicated Services

SyndicatedServices

Households/consumers

Institutions


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Syndicatedservices

Consumers

Surveys

Psychographics &Lifestyles

General

AdvertisingEvaluation

Panels

PurchaseMedia

Electronic ScannerServices

Volumetracking

data

ScannerDiary

panels

Scannerdiary

panels withCable TV


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Syndicatedservices

Consumers

Surveys


General


Panels

PurchaseMedia


Volumetracking

data

ScannerDiary

panels

Scannerdiary

panels withCable TV


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Syndicated Data: Households

Surveys

With a large number of respondents with a

predesigned questionnaire

Psychographics & lifestyles

AIOs

Yankelovich monitor a survey that contains data on

lifestyles & social trends,

The survey is conducted at the same time each year 2500 adults, 16 years of age or older including 300

college students living on campus.


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Surveys



Advertising Evaluation

To assess the effectiveness of advertising

Starch readership survey for print media

For TV ad measurement

Recruited audience method

In-home viewing method


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Surveys



General surveys

Consumption and purchase behavior

Flexible way of gathering information

Can be targeted for specific audiences only

Respondent bias


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Syndicatedservices

Consumers

Surveys


General


Panels

PurchaseMedia


Volumetracking

data

ScannerDiary

panels

Scannerdiary

panels withCable TV


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Purchase & Media Panels

Panels are samples of respondents who provide

specified information at regular intervals over an

extended period of time (longitudinal research)

Can be organizations, households or individuals,though most popular are household panels

Panel members are compensated

Previously paper diaries, now electronic diaries


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Purchase & Media Panels

Purchase panels

Respondents record their purchases of a variety of

different products

E,g, NPD online purchase panel

Media panels

Electronic devices automatically record viewing

behavior

Most familiar Nielsen People Meter


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For local TV audiences, a TVdiary

These data used to estimate

the number and % of all TV

households viewing a givenshow


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Syndicatedservices

Consumers

Surveys


General


Panels

PurchaseMedia


Volumetracking

data

ScannerDiary

panels

Scannerdiary

panels withCable TV


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Electronic Scanner Services

Becoming increasingly popular

Three types

Volume tracking data

Info on purchases (brand, size, price, flavor, etc.)

Scanner panels

Each household member is given an ID card to be read at the

cash counter

Consumer identity is linked to purchase

Scanner panels with Cable TV

TV split for ads


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Syndicatedservices

Consumers Institutions

Retailers WholesalersIndustrial

Firms

DirectInquires

ClippingServices

CorporateReports


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You are the product manager for P&G in

charge of laundry detergents. How would you

make use of information available from a store

audit?


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Qualitative Research


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MR Data

Secondary Primary

Qualitative Quantitative

Descriptive

SurveyObservation,

Other

Causal

Experimental


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Qualitative v/s QuantitativeQualitative Quantitative

Objective Qualitative understanding

of the underlying reasons

and motives

Quantify the data &

generalize the results

Sample Small, no representative Large, representative

Data Collection Unstructured Structured

Data Analysis Nonstatistical Statistical

Outcome Initial understanding Full course of action


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Qualitative Research Procedures

Qualitative

ResearchProcedures

Direct

(non-disguised)

Focus GroupsDepth

Interviews

Indirect

(Disguised)

Projectivetechniques

Associationtechniques

Completiontechniques

Constructiontechniques

ExpressiveTechniques


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Focus Groups An interview conducted by a trained moderator in

a non-structured and natural manner with a small

group of respondents

Moderator leads the discussion

To gain insights

Free flowing discussion can lead to unexpected

findings

Most important qualitative research tools


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Focus Groups 8 to 12 participants

Homogenous group, prescreened participants

Relaxed and informal atmosphere 1 to 3 hours (90 -120 minutes)

Recording of the proceedings

Expert moderator


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Focus Groups Two way focus group

Dual-moderator group

Dueling moderator group Respondent moderator group

Client-participant group

Minigroups

Telesession groups


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Focus Groups: Applications Understanding consumers preferences,

perceptions, and behaviors

Obtaining impressions about a new product

concept New idea generation

Testing copy & creative concepts

Securing price impressions

Preliminary consumer reactions to marketingprograms


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Depth Interviews On a one-to-one basis

Unstructured, direct, personal interview

30 minutes to one hour


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Depth Interviews Techniques

Laddering

Product characteristics to user characteristics

Consumers network of meanings

Probing is an essential skill required for laddering

E.g. Vicks, Wide car

Hidden issue

For deeply felt concerns

Symbolic analysis

Symbolic meaning of objects by comparing it with its opposite


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Depth Interviews: Applications- Detailed probing of the respondent

Discussion of confidential or sensitive or

embarrassing topics

Detailed understanding of complicated behavior

Interviews with professional people

Situations where product consumption experience

is sensory


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Projective Techniques The purpose of the research is disguised

Unstructured, indirect form of interviewing

Respondents are encouraged to project theirunderlying motivations, beliefs, attitudes, feelings

into the situation


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Stimulus Word ResponsePostman _________

Bank Teller* _________

Networking _________

Automatic teller machine* _________

Persian Carpet _________

Driver _________Bank by Phone* _________

Transitlink _________

In the example shown here, the researchers seems to be interested in studying high-tech banking (words with *).

However, analyzing and interpreting test results are rather difficult.


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Projective Techniques Association techniques

Respond to the stimulus with the first thing that comes

to mind

Word association; by Carl Jung


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Automatic teller machine users are

______________________________________________________________________________________________________________________

Automatic teller machines may be convenient, but they

___________________________________________________________

___________________________________________________________

My major concern about automatic teller machines is

___________________________________________________________

___________________________________________________________

SENTENCE COMPLETION

This technique is an extension of the free-word association test. In this technique,

the respondent is presented with some sentences containing incomplete stimuli and

is asked to complete them. Like the free-word association method, interpreting

and analyzing data obtained from this technique is also difficult.


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Projective Techniques Completion techniques

Respondent is asked to complete an incomplete

stimulus

Sentence completion

Story completion


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Projective Techniques Completion techniques

E-voting is _________________________-

People who register for e-voting are ______________


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Qualitative Research Procedures Projective Techniques

Construction techniques

Respondent is required to construct a response in the

form of a story, dialogue or description

Picture response (TAT)

Cartoon tests

Expressive techniques

Respondents presented with a verbal/visual situation and

asked to relate the feelings and attitudes of other people

to the situation Role playing

Third person technique


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