Download VTU MBA 2nd Sem 17MBA23-Research Methodology RM Module 2 -Important Notes

Download VTU (Visvesvaraya Technological University) MBA 2nd Semester (Second Semester) 17MBA23-Research Methodology RM Module 2 Important Lecture Notes (MBA Study Material Notes)

RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
Types of Experimental designs
? Formal
? Informal
AKASH S MITE MOODBIDRI
1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
AKASH S MITE MOODBIDRI
Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
AKASH S MITE MOODBIDRI
THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
AKASH S MITE MOODBIDRI
Assignment 2
Define research design and Explain it types in detail with
examples.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
AKASH S MITE MOODBIDRI
Small numbers of individuals are brought
together to discuss on issues.
AKASH S MITE MOODBIDRI
Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
AKASH S MITE MOODBIDRI
These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
AKASH S MITE MOODBIDRI
Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
AKASH S MITE MOODBIDRI
Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
AKASH S MITE MOODBIDRI
Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
AKASH S MITE MOODBIDRI
Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
AKASH S MITE MOODBIDRI
External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH S MITE MOODBIDRI
2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
AKASH S MITE MOODBIDRI
Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
AKASH S MITE MOODBIDRI
3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
AKASH S MITE MOODBIDRI
Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
AKASH S MITE MOODBIDRI
Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
AKASH S MITE MOODBIDRI
Treatment Post-test
X O
One-shot case study design
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
AKASH S MITE MOODBIDRI
One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
AKASH S MITE MOODBIDRI
Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
AKASH S MITE MOODBIDRI
Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
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Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
AKASH S MITE MOODBIDRI
Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

AKASH S MITE MOODBIDRI
RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
AKASH?S??MITE?MOODBIDRI
Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
AKASH?S??MITE?MOODBIDRI
2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
AKASH?S??MITE?MOODBIDRI
True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
AKASH S MITE MOODBIDRI
GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
AKASH S MITE MOODBIDRI
Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
AKASH S MITE MOODBIDRI
Assignment 2
Define research design and Explain it types in detail with
examples.
AKASH S MITE MOODBIDRI
Observation Research- meaning
AKASH S MITE MOODBIDRI
Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
AKASH S MITE MOODBIDRI
Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
AKASH?S??MITE?MOODBIDRI
Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
AKASH S MITE MOODBIDRI
Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
AKASH S MITE MOODBIDRI
FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
AKASH S MITE MOODBIDRI
Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
AKASH S MITE MOODBIDRI
Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
AKASH S MITE MOODBIDRI
Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
AKASH S MITE MOODBIDRI
? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
AKASH S MITE MOODBIDRI
? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
AKASH S MITE MOODBIDRI
In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
AKASH S MITE MOODBIDRI
Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
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True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
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Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
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Conducting an observation study
? Planning for observation
? Execution and recording of observation
? Interpretation of observed results /findings
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
AKASH S MITE MOODBIDRI
Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
AKASH S MITE MOODBIDRI
when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
AKASH S MITE MOODBIDRI AKASH S MITE MOODBIDRI
Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
AKASH S MITE MOODBIDRI
Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
AKASH S MITE MOODBIDRI
Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
AKASH S MITE MOODBIDRI
What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
AKASH S MITE MOODBIDRI
What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
AKASH S MITE MOODBIDRI
Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
AKASH S MITE MOODBIDRI
Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
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True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
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Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
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Conducting an observation study
? Planning for observation
? Execution and recording of observation
? Interpretation of observed results /findings
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Step 1 Planning for observation
? Specify specific unites of behaviours to be observed.
? Appropriate groups of subject
? Individual / group
? Length of observation ? period, time
? Decide instrument of recording ? videos, audio
? Special conditions
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
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True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
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Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
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Conducting an observation study
? Planning for observation
? Execution and recording of observation
? Interpretation of observed results /findings
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Step 1 Planning for observation
? Specify specific unites of behaviours to be observed.
? Appropriate groups of subject
? Individual / group
? Length of observation ? period, time
? Decide instrument of recording ? videos, audio
? Special conditions
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Step 2 Execution and recording of observation

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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
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True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
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Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
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Conducting an observation study
? Planning for observation
? Execution and recording of observation
? Interpretation of observed results /findings
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Step 1 Planning for observation
? Specify specific unites of behaviours to be observed.
? Appropriate groups of subject
? Individual / group
? Length of observation ? period, time
? Decide instrument of recording ? videos, audio
? Special conditions
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Step 2 Execution and recording of observation

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Step 3 findings

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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
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Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
AKASH S MITE MOODBIDRI
Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
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True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
AKASH S MITE MOODBIDRI
2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
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Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
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Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
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Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
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Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
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Assignment 2
Define research design and Explain it types in detail with
examples.
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Observation Research- meaning
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Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
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Conducting an observation study
? Planning for observation
? Execution and recording of observation
? Interpretation of observed results /findings
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Step 1 Planning for observation
? Specify specific unites of behaviours to be observed.
? Appropriate groups of subject
? Individual / group
? Length of observation ? period, time
? Decide instrument of recording ? videos, audio
? Special conditions
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Step 2 Execution and recording of observation

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Step 3 findings

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Evaluation of observed research
? Capability of the observer
? Reliability
? Validity
? Description
? Statistical techniques
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FirstRanker.com - FirstRanker's Choice
RESEARCH DESIGN
Module -2
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Course objective
? To study the various research designs
? To apply to carry out the real life situational research
? To understand the various methods of data collection, measurement
and analyse
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Meaning
? A research design is a ?Blue Print? for collection, measurement and
analysis of data.
? It outlines how the research will be carried out. It is like glue which
sticks together the entire process of research.
? It provides answers to various questions like ?
? What techniques will be used to gather data.
? What kind of sampling will be used? How time and cost constraints be dealt
with? Etc.
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Categories of Research Design:
? Exploratory Design
? Conclusive Research Design
Descriptive
Causal
? Experimental Design
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.
The overall research design for a project may include one or more of these
three designs as part
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? Exploratory research is most commonly unstructured, ?informal?
research that is undertaken to gain background information about
the general nature of the research problem.
? Exploratory research is usually conducted when the researcher does
not know much about the problem and needs additional
information or desires new or more recent information.
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? Exploratory research helps diagnose the dimensions of the problem
so that successive research will be on target.
? It helps to set priorities for research. Exploratory research is used in
a number of situations:
? Eg :
Evaluation of quality of service of bank/hotel
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? Exploratory research is used in a number of situations:
1. Identify the problems or opportunities
2. Defining the problem more precisely
3. Establishing priorities regarding the potential significance of
problems or opportunities
4. To identify course of action i e most likely alternatives
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Trade journals, Market research publications
Eg: growth of industry but decline in company?s
sales?
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In experience survey, it is desirable to talk to
persons who are well informed in the area being
investigated.
Eg: a group of housewives may be approached
for their choie for a ? Ready to cook products?
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Obtains information from one or a few situations
that are similar to the problem situation.
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Small numbers of individuals are brought
together to discuss on issues.
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Projective techniques; - An indirect means of
questioning the respondents. Uses word association
tests, sentence completion test, third person test,
role playing technique and Thematic Apperception
Test.
Conclusive research design
? It is more formal and structured
? Based on large representatives of samples and market information's
? It is designed to assist the decision maker in determining, evaluating
and selecting the best course of action
? Classified as
? Descriptive research
? Causal research
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Descriptive Research
? It will suitable when the researcher desires to know
the characteristics of certain groups such as
age, sex, occupation, income or education.
Answers
who, What when where and how
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when to use?
1. To determine the characteristics of market such as
1. Size of the market
2. Buying power of the consumer
3. Product usage pattern
4. To find out the market share
2. To determine the association of the two variables such as AD and
Sales
3. To make prediction
4. To estimate the proportion of people in a specific population.
( what % of population in a particular geographical location would
be shopping in a particular shop?
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Cross-sectional studies measure units from a sample
of the population at only one point in
time.
Can be done in two ways :
Field study : test marketing
field survey: large samples
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These are the studies in which an event or
occurrence is measured again and again over a
period of time.
? One method is to draw different units from the
same sampling frame.
? A second method is to use a ?panel? where the
same people are asked to respond periodically.
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Ture panel : each member of the panel is examined at a
different time to arrive at conclusion.
It involves repeat measurement of the same variable
Omnibus Panel: An omnibus survey is a method of
quantitative marketing research where data on a wide
variety of subjects is collected during the same interview.
Also called piggyback survey. It is a research in which
multiple clients share the cost of conducting research.
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Difference between
Exploratory research
? Concerned with why ? ? Does not required large sample
? Sample need not represent
population.
? Imprecise: difficult in data
collection
? No need of questionnaire
Description research
? What ? How ? When? How often?
? Large sample of respondents
? Sample must be representative of
population
? Statement is precise
? Need of structured questionnaire
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Difference Between
Exploratory research
? Data collection methods are
? Focus group
? Literature survey
? Case study
Description research
? Data collection methods are
? Use of cross sectional
? Longitudinal
? Use of panel data
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Causal Research Design
? Causality may be thought of as understanding a phenomenon in
terms of conditional statements of the form ?If x, then y.?
? Establishes cause and effect relationship between two variable.
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Causal Research
? To establish the relationship between two variables, researcher has
to carry an experiment.
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What is Experimentation?
? It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Independent variables: - that over which the researcher has
control and wishes to manipulate i.e. Package size, ad copy.
? Dependent variables: - that over which the researcher has little
or no direct control, but has a strong interest in testing i.e. sales,
profit, market share.
? Extraneous variables: - those that may affect a dependent
variable but are not independent variables. Price
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What is Experimentation?
?It is a process where one or other variables are manipulated,
which demonstrates the cause and effect relationship.
? Test units: - are individuals, organizations or other entities
whose response to the independent variables is being examined.
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Experimental Design
? It is a set of procedures specifying
? The test units and how these units are to be divided into homogeneous
subsamples,
? What independent variables are to be manipulated
? What dependent variables are to be measured
? How the extraneous variables are to be controlled.
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Experimental Design
? An experiment is a study in which the researcher manipulates the level
of some independent variable and then measures the outcome.
? Experiments are powerful techniques for evaluating cause-and-effect
relationships.
? Many researchers consider experiments the "gold standard" against
which all other research designs should be judged.
? Experiments are conducted both in the laboratory and in real life
situations.
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Validity in Experimental
? Researcher has two goals toward experimentation
1 Draw valid conclusions about the effect of independent
variables on the study group.
2 Make valid generalizations to a larger population of
interest.
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Internal validity
External validity
Validity in Experimental
A measure of accuracy of an experiment. It measures whether the
manipulation of the independent(Ad) variables or treatments actually
caused the effects on the dependent(sales) variables.
A determination of whether the cause and effect relationship found in the
experiment can be generalized.
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External validity
Internal validity
Types of Experimental designs
? Formal
? Informal
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Types of Experimental designs
? Formal
? Informal
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1.Completely Randomized
2.Randomized block design
3.Latin square design
4.Factorial design
1.Before ?and ? without control design
2.After-only with control design
3.Before and after with control design
Types of Experimental designs
? Formal
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1. Completely Randomized
Subjects are randomly assigned to experimental treatments.
Eg : if we have 8 patients and we wish to give medication to
four, on the basis of treatment A and other four under
treatment B the Randomization process provides the
possible opportunity that the group of four patients be
selected from a set of eight and being treated by treatment
A and B.
Types of Experimental designs
? Formal
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2. Randomized block design
With a randomized block design, the experimenter divides
subjects into subgroups called blocks, such that the
variability within blocks is less than the variability between
blocks.
Then, subjects within each block are randomly assigned to
treatment conditions.
A
B
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2.?Randomized?block?design
Subjects?are?assigned?to?blocks,?based?on?gender.?
Then,?within?each?block,?subjects?are?randomly?assigned?to?
treatments?(either?a?placebo?or?a?cold?vaccine).
?For?this?design,?250?men?get?the?placebo,?250?men?get?the?
vaccine,? 250? women? get? the? placebo,? and? 250? women? get?
the?vaccine.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Formal
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2. Randomized block design
It is known that men and women are physiologically different
and react differently to medication.
This design ensures that each treatment condition has an
equal proportion of men and women.
As a result, differences between treatment conditions cannot
be attributed to gender.
This randomized block design removes gender as a potential
source of variability and as a potential confounding variable.
Gender
Treatment
Placebo Vaccine
Male 250 250
Female 250 250
Types of Experimental designs
? Informal
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3.Latine square design
It allows the researcher to statistically control two
non-interacting external variables as well as to manipulate
the independent variables.
Types of Experimental designs
? Formal
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4.Factorial?design
A?Factorial Design?is?an?experimental?setup?that?consists?of?
multiple?factors?and?their?separate?and?conjoined?influence?
on?the?subject?of?interest?in?the?experiment.?A?factor?is?an?
independent? variable? in? the? experiment? and? a? level? is? a?
subdivision?of?a?factor.
Types of Experimental designs
? Informal
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1. Before-and ?without control design
A set of single test group is selected and the
dependent variable is measured prior to application of
a specific treatment.
Subsequently treatment is introduced and dependent
variable os again measured.
Eg : observe the level of bacteria in a public swimming
pool, prior and after the chlorination treatment
Types of Experimental designs
? Informal
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2. After-only with control design
Two areas i e
Test area and & control areas are selected.
Treatment is applied to test areas.
The dependent variable is measured in both areas at the same time.
Eg : two adjacent fields of former is taken
In that one area is taken as test area and put fertilizer.
And another area is not fertilized.
After three months variation is measured.
Extraneous variables water,soil,sunlight will remain same for both areas.
Types of Experimental designs
? Informal
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3.Before-and-after with control design
Two areas are selected and dependent variable is measured
in both for common time period prior to the treatment.
Then, the treatment is applied only in the test area and the
dependent variable is measured again in both the test and
control areas for an identical time period after the
introduction of treatment.
Classification of Experimental Design
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Experimental Design
Pre experimental
One ? Shot Case Study
One ?Group Pretest- Posttest
Static Group
True Experimental
Pretest- Posttest control
Group
Pretest-only control Group
Solomon Four- Group
Quasi
Experimental
Time series
Multiple time series
Stastical
Randomized Books
Latin Square
Factorial
Definition of Symbols
X = the exposure of the group to an independent variable,
treatment, or event, the effects of which are to be determined
O = the process of observation or measurement of the dependent
variable on the test units or group of units
R = the random assignment of test units or groups to separate
treatments
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Pre-experimental design
? Pre-experiments?are?the?simplest?form?of?research?design.?????????????????????
In? a? pre-experiment? either? a? single? group? or? multiple? groups? are?
observed?subsequent?to?some?agent?or?treatment?presumed?to?cause?
change.
? ?In?other?words,?a?single?group?is?often?studied?but?no?comparison???
between?an?equivalent?non-treatment?group?is?made.?
? These?designs?do?not?control?for?extraneous?factors?by?randomization
AKASH?S??MITE?MOODBIDRI
Pre-experimental design
One-shot case study design
? Also known as the after-only design
Treatment pretest X O1
A single group of test units is exposed to a treatment X
then a single measurement on the dependent variables is taken
O1
( At TV programme commercial AD=X,
Recall of AD = O1 )
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Treatment Post-test
X O
One-shot case study design
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Group Treatment Post test
Experiment group X O1
Students Appraisal confidence
If lecturer wants to see if appraisal of students performance cause them
to become more confident. He tests it with 10 students of second
semester & appraise them. He finds that students are more confident
Pre-experimental design
One-Group Pretest-Posttest Design
01 X O2
The group of test units is measured twice.
First pre-treatment measure is taken 01
Then the group is exposed to the treatment X
finally a posttreatment measure is taken 02
The treatment effect is calculated as 02-01
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One-Group Pretest-Posttest Design
A sales manager may wish to conduct a training programme to enhance the
knowledge of sales team members. The sales manager may measure the knowledge of
team members as ? O1?. As the training programme is completed, the sales manager
may again measure the knowledge level of team members as ?O2?
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Group Pre test Treatment Post test
Experiment
group
O1 X O2
Sales team Selling Skills Training
programme
Selling skills
Pre-experimental design
Static- Group Design
EG: X O1
CG: 02
It is a two group experimental design
Experimental group (EG)
Control group (CG)
Measurements on both groups are made only after the treatment
and test units are not assigned at random..
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Static- Group Design
A researcher may wish to compare the effect of a medicine by giving
it to a patient, and comparing his condition with another similar
patient without the medicine
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Group Treatment Post test
Experimental group X O1
Patient Medicine Patient after
treatment
Control group O2
Patient
The treatment effect will be measured as 01-02
True-experimental design
? In? this? design,? the? researcher? randomly? assigns? test? units? to?
experimental?groups?and?treatments?to?experimental??groups.
? They? employ both a control group and a means to measure the
change that occurs in both groups.?
? In?this?sense,?we?attempt?to?control?for?all?confounding?variables,?or?
at?least?consider?their?impact,?while?attempting?to?determine?if?the?
treatment?is?what?truly?caused?the?change.??
? The?true?experiment?is?often?thought?of?as?the?only?research?method?
that?can?adequately?measure?the?cause?and?effect?relationship.?
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True-experimental design
1. Pretest-Posttest Control Group design
Test units are randomly assigned to either the experimental or the
control group and a pre-treatment measure is taken on each group.
EG : R 01 X 02
CG : R 03 X 04
The treatment of effect is measured = (02-01)-(04-03)
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1. Pretest-Posttest Control Group design
How to measure the effectiveness of the advertisement?
For this, two groups will be randomly selected, named experimental and control
groups respectively. A questionnaire will be given to them to measure their view
towards product. After that the members of the experiments groups will be
shown advertisement. After showing advertisement the measurement will be
taken from the both the groups to see the changes in perspective regarding the
product.
The treatment of effect is measured = (02-01)-(04-03)
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Randomization Group Pre test Treatment Post test
R Experimental
Group
O1 X O2
A group of people
Response to
Questionnaire
Product
advertisement
Response to
Questionnaire
R Control Group O3 O4
A group of people
Response to
Questionnaire
Response to
Questionnaire
True-experimental design
2. Post test-only Control Group design
It will not involve any premeasurement.
EG : R X 01
CG : R 02
The treatment of effect is measured = O1 - O2
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Same example of previous can be tested. the difference would be that
researchers would not test the perspective of group of people before
showing the advertisement related to them.
The perspective of the people would be measured right after showing
the advertisement.
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2. Post test-only Control Group design
Randomization Group Treatment Post test
R Experimental Group X O1
A group of people
Product advertisement Response to
Questionnaire
R Control Group O2
A group of people
Response to
Questionnaire
True-experimental design
3.Solomon Four Group Design
EG1 : R o1 X 02
CG1 : R 03 X 04
EG 2 : R X 05
CG 2 : R X 06
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THIS DESIGN INTRODUCES TWO ADDITIONAL CONTROL
GROUPS.
IT ALSO ALLOWS ESIMATING THE CHANGES CAUSED DUE
TO PRETEST ON THE SUBJECT.

3.Solomon Four Group Design

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RANDOMI
SATION
GROUP PRE TEST TREATMENT POST TEST
R EG 1 01 X 02
25 TEACHERS MORAL
QUESTIONNAIRE
SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG1 03 04
25 TEACHERS MORAL
QUESTIONNAIRE
MORAL
QUESTIONNAIRE
R EG2 X 05
25 TEACHERS SENSITIVITY
TRAINING
MORAL
QUESTIONNAIRE
R CG2 06
25 TEACHERS MORAL
QUESTIONNAIRE
100 teachers are selected and randomly
divided into four groups of 25 and names
EG1 EG2 CG1 &CG2.
First EG would be given a faculty moral
questionnaire and would receive the
treatment in form of sensitivity training.
The control would be given the
questionnaire and would not receive any
treatment.
On the other hand, second experimental
group would receive sensitivity training &
the second control group will directly be
post tested in form of questionnaire.
As soon as the groups are pretested and
receive treatments, they would be again
given the questionnaire. Now the effects
on various groups of teachers can be
measured by comparing the groups.
Quasi Experimental design
? it results under followings
? The researcher can control when measurements are taken and whom they
are taken
? The researcher lacks control over the scheduling of the treatments and also
unable to expose test units to the treatment randomly.
AKASH S MITE MOODBIDRI
Quasi Experimental design
? Time series design
? This involves a series of periodic measurements on the dependent variable
for a group of test units.
? The treatment is then administered by the researcher or occurs naturally.
? After the treatment, periodic measurements are continued to determine the
treatment effect.
O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
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Time series design
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GROUP PRETEST TREATMENT POST TEST
EXPERIMEN
TAL GROUP
01 02 03 X 04 05 06
A GROUP
OF PEOPLE
SUFFERING
FROM AIDS
DEATH
RATE
(BEFORE 3
YEARS)
DEATH RATE
(BEFORE 2
YEARS)
DEATH
RATE
(BEFORE 1
YEARS)
MEDICATION DEATH
REATE
(AFTER 1
YEAR)
DEATH
REATE
(AFTER 2
YEAR)
DEATH
REATE
(AFTER 3
YEAR)
Quasi Experimental design
? Multiple Time series design
EG : O1 O2 O3 O4 O5 X O6 O7 O8 O9 O10
EG : O1 O2 O3 O4 O5 O6 O7 O8 O9 O10
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Statistical Experimental design
? These consists of a series of basic experiments that allow for
statistical control and analysis of external variables.
? Randomized block design
? The Latin square design and
? The factorial design
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Randomized block design
It is useful when there is only one major external variable, such
as sales, store, size or income of the respondent, that might effect on
the dependent variable.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Latin Square design
it allows the researcher to statistically control two non-
interacting external variables as well as to manipulate the independent
variables.
AKASH S MITE MOODBIDRI
Statistical Experimental design
? Factorial design
it is used to measure the effect of two or more independent
variables at various levels.
Like coffee
Like cold temperature
But like hot coffee
AKASH S MITE MOODBIDRI
Assignment 2
Define research design and Explain it types in detail with
examples.
AKASH S MITE MOODBIDRI
Observation Research- meaning
AKASH S MITE MOODBIDRI
Types of observation research
Type?1#?Participant?Observation:
The participant observation means watching the events or
situation or activities from inside by taking part in the group to be
observed.
Goode and Hatt define participant observation as ?the procedure
used when the investigator can go disguise himself as to be accepted as
a member of the group?. So in this kind of observation the observer has
to stay as a member in the group he wants to study.
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(a)?Observation?of?natural?behaviour:
The?natural?behaviour?of?the?respondent?can?be?studied?by?
participant?observation.(not?knowing?to?group)
(b)?Closeness?with?the?group:
In?participant?observation,?the?observer?has?a?very?good?
rapport?with?the?respondents.?He?has?a?very?close?primary?relationship?
with?the?group?members.?
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Types of observation research
Type?1#?Participant?Observation:?Advantages
(c)?Studying?the?real?character:
Through participant observation the observer can make an
intensive and inclusive study of the group and can gain into the real
character of such group.
?
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Types of observation research
Type 2# Non-Participant Observation:
When the observer observes the group passively from a distance
without participating in the group activities, it is known as non-
participant observation.
Here he does not try to influence them or take part in the group
activities.
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Conducting an observation study
? Planning for observation
? Execution and recording of observation
? Interpretation of observed results /findings
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Step 1 Planning for observation
? Specify specific unites of behaviours to be observed.
? Appropriate groups of subject
? Individual / group
? Length of observation ? period, time
? Decide instrument of recording ? videos, audio
? Special conditions
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Step 2 Execution and recording of observation

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Step 3 findings

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Evaluation of observed research
? Capability of the observer
? Reliability
? Validity
? Description
? Statistical techniques
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? https://www.youtube.com/watch?v=e9peoQiBTuI
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