Plan the Research Design

The research design is a framework or blueprint for conducting the marketing research project.

Learning Objective

Describe the formulation of research design within the context of the marketing research process

Key Points

The marketing research process is comprised of six steps: 1: problem definition, 2: development of an approach to the problem, 3: research design formulation, 4: field work or data collection, 5: data preparation and analysis and, 6: report preparation and presentation.
It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making.
Decisions also are made regarding what data should be obtained from the respondents (e.g., by conducting a survey or an experiment), and a questionnaire and sampling plan also are designed in order to select the most appropriate respondents for the study.
Research design involves secondary data analysis; qualitative research; quantitative data methods (survey, observation, and experimentation); information needed; measurement and scaling procedures; questionnaire design; sampling process and sample size; and a plan of data analysis.

Terms

survey research
information from a predetermined set of questions that is given to a sample and is used to assess thoughts, opinions, and feelings
secondary data
information collected by someone other than the user of the data
Qualitative research
A method of inquiry employed in many different academic disciplines, traditionally in the social sciences but also in market research and further contexts.
Secondary Research
This process involves the summary, collation, and synthesis of existing research rather than primary research, where data is collected from subjects or experiments.
Marketing Research
The function that links the consumers, customers, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.

Example

Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are a part of the research design.

Full Text

The Marketing Research Process is comprised of the following steps:

Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

Step 2: Development of an Approach to the Problem

Step two includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts , case studies and simulations, analysis of secondary data, qualitative research, and pragmatic considerations.

Research planning

Planning involves the creation and maintenance of a plan.

Step 3: Research Design Formulation

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Decisions are also made regarding what data should be obtained from the respondents (e,g,, by conducting a survey or an experiment). A questionnaire and sampling plan also are designed in order to select the most appropriate respondents for the study. The following steps are involved in formulating a research design:

Secondary data analysis (based on secondary research)
Qualitative research
Methods of collecting quantitative data (survey, observation, and experimentation)
Definition of the information needed
Measurement and scaling procedures
Questionnaire design
Sampling process and sample size
Plan of data analysis

Conducting Secondary Research

Secondary data analysis is one of the steps involved in formulating a Research Design

Developing the research plan for collecting information:

The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data. This plan includes a written proposal that outlines the management problem, research objectives, information required, how the results will help management decisions, and the budget allocated for the research.

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