1 RESEARCH DESIGN AND TYPES
Dr. DIPTI BAGHEL ASSISTANT PROFESSOR Dr. K.C.BAGHEL GOVT. P.G. COLLEGE, BHILAI-3 Dr. Dipti Baghel, Assistant Professor
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RESEARCH According to the Oxford Advanced Learners‘ Dictionary of Current English (1986:720), research is defined as “systematic investigation undertaken in order to discover new facts, get additional information” Research is a process of steps used to collect and analyze information to increase our understanding of a topic or issue”. According to (Thyer, 2001), "the word research is composed of two syllables, re and search. re is a prefix meaning again, anew or over again search is a verb meaning to examine closely and carefully, to test and try, or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles." Dr. Dipti Baghel, Assistant Professor
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Why do research? Desire to get a research degree along with its consequential benefits Desire to face the challenge in solving the unsolved problems Desire to get intellectual joy of doing some creative work Desire to be of service to society Desire to get respectability Directives of government, employment conditions etc. Dr. Dipti Baghel, Assistant Professor
4 OBJECTIVES OF RESEARCH
1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies); 2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies); 3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies); 4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies) Dr. Dipti Baghel, Assistant Professor
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RESEARCH PROCESS Source: Research Methodology, C.R.Kothari Dr. Dipti Baghel, Assistant Professor
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RESEARCH DESIGN Research Design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. (Kerlinger, 1986) According to Selltiz, Deutsch and Cook(1962), ‘A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure’. Dr. Dipti Baghel, Assistant Professor
7 PURPOSES OF RESEARCH DESIGN
To provide answer to research Questions To control variances Purposes of Research Design Dr. Dipti Baghel, Assistant Professor
8 KEY ATTRIBUTES OF A RESEARCH DESIGN
The quality of research designs can be defined in terms of four key design attributes: Internal Validity, External Validity, Construct Validity, And Statistical Conclusion Validity. Dr. Dipti Baghel, Assistant Professor
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INTERNAL VALIDITY Internal validity , also called causality, examines whether the observed change in a dependent variable is indeed caused by a corresponding change in hypothesized independent variable, and not by variables extraneous to the research context. Causality requires three conditions: covariation of cause and effect (i.e., if cause happens, then effect also happens; and if cause does not happen, effect does not happen), temporal precedence: cause must precede effect in time, (3) no plausible alternative explanation (or spurious correlation). Dr. Dipti Baghel, Assistant Professor
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EXTERNAL VALIDITY External validity or generalizability refers to whether the observed associations can be generalized from the sample to the population (population validity), or to other people, organizations, contexts, or time (ecological validity). Survey research, where data is sourced from a wide variety of individuals, firms, or other units of analysis, tends to have broader generalizability than laboratory experiments where artificially contrived treatments and strong control over extraneous variables render the findings less generalizable to real- life settings where treatments and extraneous variables cannot be controlled Dr. Dipti Baghel, Assistant Professor
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CONSTRUCT VALIDITY Construct validity examines how well a given measurement scale is measuring the theoretical construct that it is expected to measure. Many constructs used in social science research such as empathy, resistance to change, and organizational learning are difficult to define, much less measure. For instance, construct validity must assure that a measure of empathy is indeed measuring empathy and not compassion, which may be difficult since these constructs are somewhat similar in meaning. Dr. Dipti Baghel, Assistant Professor
12 STATISTICAL CONCLUSION VALIDITY
Statistical conclusion validity examines the extent to which conclusions derived using a statistical procedure is valid. For example, it examines whether the right statistical method was used for hypotheses testing, whether the variables used meet the assumptions of that statistical test (such as sample size or distributional requirements), and so forth. Because interpretive research designs do not employ statistical test, statistical conclusion validity is not applicable for such analysis. Dr. Dipti Baghel, Assistant Professor
13 CROSS-SECTIONAL DESIGN SINGLE CROSS-SECTIONAL MULTIPLE CROSS-SECTIONAL
RESEARCH DESIGN EXPLORATORY QUALITATIVE QUANTITATIVE CONCLUSIVE DESCRIPTIVE CROSS-SECTIONAL DESIGN SINGLE CROSS-SECTIONAL MULTIPLE CROSS-SECTIONAL LONGITUDINAL DESIGN CAUSAL Dr. Dipti Baghel, Assistant Professor
14 1. EXPLORATORY RESEARCH STUDIES
Exploratory research studies are also termed as formulative research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypotheses from an operational point of view. The major emphasis in such studies is on the discovery of ideas and insights. Dr. Dipti Baghel, Assistant Professor
15 METHODS OF EXPLORATORY RESEARCH DESIGN
The following three methods in the context of research design for such studies are talked about: the survey of concerning literature; the experience survey and the analysis of ‘insight-stimulating’ examples. Dr. Dipti Baghel, Assistant Professor
16 TYPES OF EXPLORATORY RESEARCH
QUALITATIVE RESEARCH QUANTITATIVE RESEARCH Dr. Dipti Baghel, Assistant Professor
17 A. QUANTITATIVE RESEARCH
Quantitative research is referred to as the process of collecting as well as analyzing numerical data. It is generally used to find patterns, averages, predictions, as well as cause-effect relationships between the variables being studied. It is also used to generalize the results of a particular study to the population in consideration. Quantitative market research is widely used in science; both natural and social sciences. Some examples of quantitative research questions are: What is the demographic markup of India in 2021? How much has the average temperature changed globally over the last 5 years? Does environmental pollution affect newborn children? Has working from home during the pandemic improved the productivity of employees? Does this increase in productivity have anything to do with the cut down in traveling time of the employees? Dr. Dipti Baghel, Assistant Professor
18 TYPES OF QUANTITATIVE DESIGNS
Primary quantitative research can be conducted in various ways, four of which are described below: Survey Research Correlational Research Quasi-Experimental Research, or Comparative Studies Experimental Research Dr. Dipti Baghel, Assistant Professor
19 B. QUALITATIVE RESEARCH
Qualitative research involves collecting and analyzing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or generate new ideas for research. Qualitative research is used to understand how people experience the world. While there are many approaches to qualitative research, they tend to be flexible and focus on retaining rich meaning when interpreting data. Common approaches include grounded theory, ethnography, action research, phenomenological research, and narrative research. They share some similarities, but emphasize different aims and perspectives. Dr. Dipti Baghel, Assistant Professor
20 QUALITATIVE RESEARCH METHODS
Each of the research approaches involve using one or more data collection methods. These are some of the most common qualitative methods: Observations: recording what you have seen, heard, or encountered in detailed field notes. Interviews: personally asking people questions in one-on-one conversations. Focus groups: asking questions and generating discussion among a group of people. Surveys: distributing questionnaires with open-ended questions. Secondary research: collecting existing data in the form of texts, images, audio or video recordings, etc. Dr. Dipti Baghel, Assistant Professor
21 WHEN TO USE QUALITATIVE VS. QUANTITATIVE RESEARCH
A rule of thumb for deciding whether to use qualitative or quantitative data is: Use quantitative research if you want to confirm or test something (a theory or hypothesis) Use qualitative research if you want to understand something (concepts, thoughts, experiences) Dr. Dipti Baghel, Assistant Professor
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2. CONCLUSIVE RESEARCH The conclusive research design is used to obtain information that can be used to reach conclusions or make decisions. The data collected in this research design is generally quantitative in nature and therefore takes distinct numerical values. For this reason, conclusive research relies on the use of highly structured techniques, such as surveys with closed-ended questions, in order to prove or disprove a hypothesis. Dr. Dipti Baghel, Assistant Professor
23 TYPES OF CONCLUSIVE RESEARCH
Conclusive research can be sub-divided into two major categories: Conclusive Research Descriptive Research Causal Research Dr. Dipti Baghel, Assistant Professor
24 A. DESCRIPTIVE AND DIAGNOSTIC RESEARCH
Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or of a group, whereas diagnostic research studies determine the frequency with which something occurs or its association with something else. The studies concerning whether certain variables are associated are examples of diagnostic research studies. In descriptive as well as in diagnostic studies, the researcher must be able to define clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of ‘population’ he wants to study. Dr. Dipti Baghel, Assistant Professor
25 TYPES OF DESCRIPTIVE RESEARCH DESIGNS
The two most commonly types of descriptive research designs are A. Cross Sectional B. Longitudinal study Dr. Dipti Baghel, Assistant Professor
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A. CROSS SECTIONAL The cross-sectional design is the most common and most familiar way of conducting marketing research. It involves collection of information from any given sample of population elements only once. In simple terms, cross-section studies are just conducted once. For example, the manager of a cola company wants to know the preference of teenagers regarding their cola brand. This kind of study provides a snapshot of the variables of interest at that point in time, as contrasted to the longitudinal study that provides a series of pictures, which, when pieced together, provide a movie of the situation and the changes that are occurring. Dr. Dipti Baghel, Assistant Professor
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Cross-sectional studies are used by researchers in economics, psychology, medicine, epidemiology, and other social sciences. Cross-sectional studies can be used to perform many research studies. Some cross- sectional studies may include: A phone manufacturer wants to investigate how discount coupons can influence phone sales in a particular geographic region. A study to examine the similarities and differences in the purchasing habits of men and women of a given age range. A healthcare researcher wants to understand how iron deficiency affects women aged 30 to 50 in the United States. Dr. Dipti Baghel, Assistant Professor
28 TYPES OF CROSS SECTIONAL
Single Cross-Sectional Multiple Cross-Sectional Dr. Dipti Baghel, Assistant Professor
29 SINGLE CROSS-SECTIONAL
In single cross-sectional designs, only one sample of respondents is drawn from the target population, and information is obtained from this sample only once. These designs are also called sample survey research designs. When you want to examine the prevalence of some outcome at a certain moment in time, a cross-sectional study is the best choice. Dr. Dipti Baghel, Assistant Professor
30 MULTIPLE CROSS-SECTIONAL
. In multiple cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times Dr. Dipti Baghel, Assistant Professor
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LONGITUDINAL DESIGN A longitudinal design is much more reliable than a cross-sectional design for monitoring changes over time, because it relies less on consumers’ mental capabilities and more frequently monitors events as close to their time of occurrence as feasible. The primary objective of longitudinal design is to monitor change over a period of time. It involves a fixed sample of population elements that is measured repeatedly. The sample remains the same over a period of time, thus providing a series of pictures which, when viewed together, portray a detailed illustration of the situation and changes that are taking place over a period of time. Dr. Dipti Baghel, Assistant Professor
32 DIFFERENCE BETWEEN CROSS-SECTIONAL AND LONGITUDINAL STUDIES
Dr. Dipti Baghel, Assistant Professor
33 DIFFRENCE BETWEEN LONGITUDINAL AND CROSS SECTIONAL STUDIES
LONGITUDINAL STUDIES CROSS-SECTIONAL STUDIES Longitudinal studies take a longer time, from years to even a few decades. Cross-sectional studies are quick to conduct compared to longitudinal studies. A longitudinal study requires an investigator to observe the participants at different time intervals A cross-sectional study is conducted over a specified period of time. Longitudinal studies can offer researchers a cause and effect relationship. Cross-sectional studies cannot offer researchers a cause-and-effect relationship. In longitudinal studies, only one variable can be observed or studied. With cross-sectional studies, different variables can be observed at a single moment. Longitudinal studies tend to be more expensive. Cross-sectional studies are more accessible for companies and researchers. Dr. Dipti Baghel, Assistant Professor
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B. CAUSAL RESEARCH Causal Research describes a population, circumstance, or phenomena. Investigating the cause-and-effect relationship between variables is done through causal research. When understanding why specific market occurrences take place in the manner they do is one of the study objectives, causal research is best suited. To put it another way, causal research helps identify which market variable has what impact on other market elements. However, in order to evaluate this, data collection must take place in a controlled environment, meaning that all variables save the causation variable must be constant or behave in the opposite direction. Dr. Dipti Baghel, Assistant Professor
35 Causal Research Examples
Advertising Research For example, six months after a company releases a new commercial in one region, they observe a 5% increase in sales revenue. To assess whether the commercial caused the increase, they release the same commercial in randomly selected regions so they can compare sales data between regions for another six-month-long period. When the sales increase again in these regions, they can conclude that the commercial and sales have a valuable cause-and-effect relationship. Customer Loyalty Research Companies can use causal research to determine the best strategies for retaining customers. They monitor interactions between associates and customers to identify cause-and-effect patterns, like a product demonstration technique leading to an increase or decrease in sales from the same customers. For instance, a company implements a new one-to-one marketing strategy for a small group of customers and observes a measurable increase in monthly subscriptions. After they receive identical results from multiple groups, they conclude that the one-to-one marketing strategy has the causal relationship they intended. Dr. Dipti Baghel, Assistant Professor
36 FEATURE OF GOOD RESEARCH DESIGN
There are following feature of good research design. Which are as follows. 1.Research Design should clarify the Particular research problem. 2.It Provides guideline for specific method of data collection & Analysis. 3.Research Design should be Flexible, efficient & Economical in nature. 4.Research Design minimizes Biasness of Study. 5.Research Design must support reliability of data. Dr. Dipti Baghel, Assistant Professor
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THANK YOU Dr. Dipti Baghel, Assistant Professor