Module-I

Marketing Research

Definition of Research
Research always starts with a question to which we seek an answer using scientific methods.
We define the question as a ―Problem‖.
Research is often described as an active, diligent, and systematic process of inquiry aimed at
discovering, interpreting and revising facts.
The word research is derived from the French language; its literal meaning is 'to investigate
thoroughly'.
Undertaking research is basically applying scientific methods to find solution to a problem. It
is a systematic and explorative study carried out to analyse and apply various solutions to a
defined problem.

Defining Marketing Research:

Marketing research (also called consumer research) is a form of business research. The
field of marketing research as a statistical science was pioneered by Arthur Nielsen with the
founding of the ACNielsen Company in 1923.
Marketing research is a systematic and objective study of problems pertaining to the
marketing of goods and services. It is applicable to any area of marketing.
Research is the only tool an organization has to keep in contact with its external operating
environment. In order to be proactive and change with the environment simple questions need
to be asked:
 What are the customer needs and how are they changing? How to meet these
changing needs? What do the customers think about existing products or services?
What more are they looking at?
 What are the competitors doing to retain customers in this environment? Are their
strategies exceeding or influencing yours? What should you do to be more
competitive?
 How are macro and micro environmental factors influencing your organisation? How
will you react to this environment?
Authors have defined Marketing Research in many ways:
 Kotler (1999) defines marketing research as ‗systematic problem analysis, model-
building and fact-finding for the purpose of improved decision-making and control in
the marketing of goods and services.‘
 The American Marketing Association (AMA, 1961) defines it as ‗the systematic
gathering, recording and analyzing of data relating to the marketing of goods and
services.‘
 Green and Tull have defined marketing research as ‗the systematic and objective
search for and analysis of information relevant to the identification and solution of
any problem in the field of marketing.‘

The aim of marketing management is to satisfy the needs of the consumer. Marketing
research helps in achieving this. Marketing research is a systematic and logical way of
assessing ways of satisfying customer needs.
According to all the above definitions, Marketing Research starts by stating the problem or
the issue to be investigated; indicate what kind of information is required to resolve the
problem; identify where and how to get it; specify the methodology for analyzing the
research findings; sum up the research findings and then suggest the best solution for
marketing decision making.

Aims and Objectives of Marketing Research

The aims of the marketing research and analysis may be stated as follows:

(1) To study the needs, wants and expectations of consumers.

(2) To find out reactions of consumers to the products of the company.

(3) To evaluate company‘s sales promotion measures for suitable adjustment and
improvement.

(4) To study current marketing problems and opportunities for suitable follow-up actions.

(5) To suggest the introduction of new products, modifications of existing products and to
discover new uses of existing products.
(6) To design and test appropriate packages of company‘s products and make packaging as
attractive as possible

(7) To study existing pricing, channels of distribution and market competition for suitable
changes, if necessary.

(8) To find out methods for making the products of the company popular and raising its
goodwill and market reputation.

(9) To assess competitive strength and policies.

(10) To estimate potential buying-power in various areas

(11) To know the company‘s expected share of the market.

(12) To determine the dimensions of the marketing problems, facilitate evaluation of the
alternative solutions of different problems and help in the selection of a right course of action.

(13) To define the probable market for a specialized product and to report on general market
conditions and tendencies, buying habits, etc.

Scope/Application of marketing research:

Marketing research can be used in:
1. Product Management: One of the major scope of marketing research is to manage the
current products and new products. In product management Marketing Research is
helpful in
 Competitive Intelligence – To understand the competitive product strategy.
 Prelaunch strategy for new products
 Test Marketing – To monitor the performance of the brand by launching in a select
area and then taking it across the country. In other words it is a small-scale product
launch used to determine the likely acceptance of the product when it is introduced
into a wider market.
 Concept testing - to test the acceptance of a concept by target consumers.
2. Sales analysis: Marketing research is used to study the sales trend and make suitable
strategies when required. It is used to
 Assess market potential
  Estimation of demand for a product

 Market share estimation

 Study seasonal variation for a product

 Market segmentation studies

 Estimate size of the market

 Need analysis to find out where the product fits in

3. Corporate Research: Marketing Research is used to analyse the corporate effectiveness.

Some examples are:
 Assessing the image of the company
 Knowledge of the company activities
4. Advertising Research: Advertising is an arena in which Marketing Research is
extensively used. Some scope are:
 Readership feedbacks – Mainly carried out for newspapers and magazines
 Advertising Recall – To assess the recall of telivision or other advertising and thereby
assess its effectiveness.
5. Syndicated Research: This is compiled by agencies on a regular basis and sold to
organisations on subscription basis.
All of these forms of marketing research can be classified as either problem-identification
research or as problem-solving research.
A similar distinction exists between exploratory research and conclusive research.
 Exploratory research provides insights into and comprehension of an issue or
situation. It should draw definitive conclusions only with extreme caution.
 Conclusive research draws conclusions: the results of the study can be generalized to
the whole population.
Research can also be:
 Primary Marketing Research: It is research conducted by an organisation for its
own purpose which addresses its requirements. It is generally expensive but is
specific and objective to the organisation‗s requirement.
 Secondary Marketing Research: This is used if the organisation is considering
extending its business into new markets or adding new services or product lines. This
type of research is based on information obtained from studies previously performed
 by government agencies, chambers of commerce, trade associations and other
organizations. This also includes Census Bureau information.
In other terms this is research published previously and usually by someone else. Secondary
research costs less than primary research, but seldom comes in a form that exactly meets the
needs of the researcher. It can cater to anyone who wishes to use the data.

This data can be found in local libraries or on the Web, but books and business publications,
as well as magazines and newspapers, are also great sources.

Hence, Primary research delivers more specific results than secondary research, which is an
especially important while launching a new product or service. In addition, primary research
is usually based on statistical methodologies that involve sampling as small as 1 percent of a
target market. This tiny representative sample can give an accurate representation of a
particular market.
With the advance in technology a lot of software have been developed which help in primary
market research online and offline thereby making analysis and interpretation easier.
The ideal way to conduct Marketing Research is to do secondary research first and then do
the primary research for the data not available from secondary sources.
Hence, secondary research lays the groundwork and primary research helps fill in the gaps.
By using both types of market research, organisations get a better picture of their market and
have the information they need to make important business decisions.

Marketing Information System

 A marketing information system or MIS is a system for gathering, storing, analyzing and
distributing valuable marketing data to help marketers make better decisions.
 The marketing information system refers to the use of technology for the arrangement of
the relevant data related to the market, sales, promotion, price, competition and allocation
of goods and service.
 This information is acquired after a proper analysis and understanding of the marketing
environment to ensure effective decision making in the organization.
 The input of a marketing information system focuses on collecting relevant internal and
external data to analyze and interpret.
 The output of a marketing information system relates to distributing the findings to all
essential internal marketing team members and managers.
 Marketers can then use the data to make more informed marketing decisions to promote
the success of the business.

 It majorly deals with the input (i.e., gathering appropriate internal and external data),
generating useful information out of it (with the help of the various marketing
information system components) and then communicating the outcome so acquired to the
decision-makers.

Characteristics
Computer-Based System: In the marketing information system, all the information is
gathered, analyzed and communicated through a computer device, and the useful marketing
information is stored in microfilms.
Quick, Selective and Accurate Information: The organization can maintain relevant
marketing database through marketing information system which can be immediately and
accurately accessed anytime.
Easy Accessibility: The information maintained with the help of the marketing information
system can be easily viewed and utilized through a computer system.
Inter-related Components: In marketing decisions and communication, all the four
components are inter-linked, i.e., the information provided by one element is useful for the
functioning of the other aspects.
These interconnected components include internal report, marketing research, marketing
intelligence and marketing decision support systems.
Future-Oriented: The marketing information system initiates strategy formulation and
planning for future marketing operations.
Supports Decision Making: Since this system provides an accurate marketing database, it
can be certainly used for instantaneous decision making by the marketing managers.
Consistent Information: Marketing information system enables the management and
decision-makers to assess relevant, updated and valuable marketing information.
Applicable at all Levels of Management: Every manager uses the marketing information
system to decide marketing strategies, plans, policies and procedures prepared at all
managerial levels.
Components of Marketing Information System

The marketing information system integrates data collection, processing, analysis, and
reporting for streamlining marketing activities using the four primary techniques or
components. These components function within a framework of marketing decisions and
communication.

Internal Reporting System

The data available in the internal business records available in the various books of accounts
on the sales, cash flows, receivables, payables, stock, research, marketing personnel and cost
is recorded, analyzed, monitored, compared and communicated to the relevant departments
involved in decision making.
Marketing Research System
A marketing research system is an advanced tool which studies the perceived marketing issue
or problem. It is done with the help of primary or secondary data collected and presented in
tabular format, to draw meaningful conclusions.
It also provides decision-makers with possible solutions and proposes multiple marketing
opportunities.
Marketing Intelligence System
The marketing intelligence system collects, analyzes and keeps the organization aware of the
daily updates.
These updates include external marketing environment, recent trends, developments,
transforming customer needs, technological advancement, competitor‘s strategy and market
conditions. This leads to prepare for the upcoming challenges and plan for future business
opportunities.
Marketing Decision Support System
In marketing decision support system, various mathematical and economic tools (regression,
linear programming, optimization, statistics, time series analysis, etc.) are used to process,
analyze and convert the raw data to obtain useful marketing information to support the
decision-making activities.
Types of Marketing Decisions
The marketing information system is all about making a correct decision by the marketing
personnel at the right time to serve the organizational objectives.
Following are the three major marketing decisions taken with the help of the marketing
information system:
Strategic Decisions
The higher-level managers make such decisions since these are related to the organizational
objectives, structure and policies which are crucial and affect the whole organization.
E.g. Decisions concerning global marketing and market acquisition
Control Decisions
These are the fundamental managerial decisions which are taken as corrective actions (by
middle-level managers) in case of any deviation. This is preceded by proper evaluation and
monitoring of the implementation of the strategic plans so formed by the higher-level
managers.
E.g. adopting a suitable marketing strategy for potential market acquisition
Operational Decisions
These decisions deal with the day to day activities performed for the accomplishment of
specific tasks (such as proper utilization of resources), essential for adequate implementation
of the plans formed by top and middle-level managers.
E.g. directing the efforts of the sales team towards the successful application of the marketing
strategy so decided
Value of information in decision making
A marketing information system helps organizations collect, store, and analyze data about
customers. This data can then be used to aid in decision-making about a large range of
marketing activities (e.g., product positioning, pricing, customer segmentation).

The system can also be used to monitor market trends, analyze customer preferences and
needs, and track customer purchase behavior. The following section will provide an in-depth
overview of some of the most important and common uses:

 Positioning: A marketing information system can be used to assess the current

position of a product or service in terms of its brand recognition and market share.
This helps organizations to understand where their products and services stand in
relation to the competition.
  Gaining Data Access: By utilizing a marketing information system, organizations
can gain access to customer data that would otherwise be difficult or expensive to
obtain. This includes demographic and psychographic information as well as
behavioral data.
 Informed Decision Making: As previously mentioned, the data gathered and
analyzed by the system can be used to make more informed decisions about
marketing activities. This includes decisions related to advertising, product
development, and pricing.
 Lead Conversions: A marketing information system can also be used to track leads
and conversions. This helps organizations understand which of their marketing efforts
are working and which may need improvement.
 Revenue Generation: By using the system to assess customer needs and preferences,
organizations can develop strategies to increase their revenue. They can also use it to
identify opportunities for new products or services.
 Competitive Edge: By leveraging the data provided by a marketing information
system, organizations can gain a competitive edge in the market. This can help them
to stand out from their competition and capitalize on emerging trends.

These are just some of the ways that a marketing information system can help organizations
make informed decisions related to their marketing activities.
Steps in Marketing Research

Formulating the Research Problem

Formulating a problem is the first step in the research process. In many ways, research starts
with a problem that management is facing. This problem needs to be understood, the cause
diagnosed, and solutions developed. However, most management problems are not always
easy to research. A management problem must first be translated into a research problem.
Once you approach the problem from a research angle, you can find a solution.
Once you‘ve created a research problem, you have to develop a research question. A research
question gives your research direction. From the research question, a hypothesis or
hypotheses can be formulated to guide the research. A hypothesis should include a statement
about the relationship between two or more variables and carry clear implications for testing
the stated relationship.
How to formulate the research problem?
Specify the Research Objectives - A clear statement of objectives will help you develop
effective research. It will help the decision makers evaluate your project. It‘s critical that you
have manageable objectives.
 Review the Environment or Context of the Problem - Identify the environmental
variables that will affect the research project.
 Explore the Nature of the Problem - Research problems range from simple to
complex, depending on the number of variables and the nature of their relationship. If
you understand the nature of the problem as a researcher, you will be able to better
develop a solution for the problem.
 Define the Variable Relationships - Determine which variable affect the solution to
the problem, determine the degree to which each variable can be controlled, determine
the functional relationship between the variables.
 The Consequences of Alternative Course of Action - There are always consequences
to any course of action. Anticipating and communicating the possible outcomes of
various courses of action is a primary responsibility in the research process.
Method of Inquiry
The scientific method is the standard pattern for investigation. It provides an opportunity for
you to use existing knowledge as a starting point and proceed impartially. The scientific
method includes the following steps:-
 Formulate a Problem
 Develop a Hypothesis
 Making Predictions on the Basis of Hypothesis
 Test of the Hypothesis
 Conduct the Test
 Analyze the Result
The terminology is similar to the stages in the research process. However, there are subtle
differences in the way the steps are performed. For example, the scientific method is
objective while the research process can be subjective. Objective-based research (quantitative
research) relies on impartial analysis.
Research Method
There are two primary methodologies that can be used to answer any research question:
experimental research and non-experimental research. Experimental research gives you the
advantage of controlling extraneous variables and manipulating one or more variables that
influences the process being implemented. Non-experimental research allows observation but
not intervention. You simply observe and report on your findings.
Research Design
The research design is a plan or framework for conducting the study and collecting data. It is
defined as the specific methods and procedures you use to acquire the information you need.
Data Collection Techniques
There are many ways to collect data. Two important methods to consider are interviews and
observation.
Interviews require you to ask questions and receive responses. Common modes of research
communication include interviews conducted face-to-face, by mail, by telephone, by email,
or over the Internet. This broad category of research techniques is known as survey research.
These techniques are used in both non-experimental research and experimental research.
Another way to collect data is by observation. Observing a person‘s or company‘s past or
present behavior can predict future purchasing decisions. Data collection techniques for past
behavior can include analyzing company records and reviewing studies published by external
sources.
Sample Design
Your marketing research project will rarely examine an entire population. It‘s more practical
to use a sample - a smaller but accurate representation of the greater population. In order to
design your sample, you must find answers to these questions:-
 From which base population is the sample to be selected?
 What is the method for sample selection?
 What is the size of the sample?
Once you‘ve established who the relevant population is, you have a base for your sample.
This will allow you to make inferences about a larger population. There are two methods of
selecting a sample from a population: probability or non-probability sampling. The
probability method relies on a random sampling of everyone within the larger population.
Non-probability is based in part on the judgment of the investigator, and often employs
convenience samples, or by other sampling methods that do not rely on probability.
The final stage of the sample design involves determining the appropriate sample size. This
important step involves cost and accuracy decisions. Larger samples generally reduce
sampling error and increase accuracy, but also increase costs.
Data Collection
Depending on the mode of data collection, this part of the process can require large amounts
of personnel and a significant portion of your budget. Personal (face-to-face) and telephone
interviews may require you to use a data collection agency (field service). Internet surveys
require fewer personnel, are lower cost, and can be completed in days rather than weeks or
months.
Analysis and Interpretation
In order for data to be useful, you must analyze it. Analysis techniques vary and their
effectiveness depends on the types of information you are collecting, and the type of
measurements you are using. Because they are dependent on the data collection, analysis
techniques should be decided before this step.
Research Report
The research process culminates with the research report. This report will include all of your
information, including an accurate description of your research process, the results,
conclusions, and recommended courses of action. The report should provide all the
information the decision maker needs to understand the project. It should also be written in
language that is easy to understand. It‘s important to find a balance between completeness
and conciseness. You don‘t want to leave any information out; however, you can‘t let the
information get so technical that it overwhelms the reading audience.
One approach to resolving this conflict is to prepare two reports: the technical report and the
summary report. The technical report discusses the methods and the underlying assumptions.
In this document, you discuss the detailed findings of the research project. The summary
report, as its name implies, summarizes the research process and presents the findings and
conclusions as simply as possible.

Formulating the Research Problem

In research process, the first and foremost step happens to be that of selecting and properly
defining a research problem.
A researcher must find the problem and formulate it so that it becomes susceptible to
research. Like a medical doctor, a researcher must examine all the symptoms (presented to
him or observed by him) concerning a problem before he can diagnose correctly. To define a
problem correctly, a researcher must know: what a problem is?
A research problem, in general, refers to some difficulty which a researcher experiences in
the context of either a theoretical or practical situation and wants to obtain a solution for the
same. We can, thus, state the components of a research problem as under:
(i) There must be an individual or a group which has some difficulty or the problem.
(ii) There must be some objective(s) to be attained at. If one wants nothing, one cannot have a
problem.
(iii) There must be alternative means (or the courses of action) for obtaining the objective(s)
one wishes to attain. This means that there must be at least two means available to a
researcher for if he has no choice of means, he cannot have a problem.
(iv) There must remain some doubt in the mind of a researcher with regard to the selection of
alternatives. This means that research must answer the question concerning the relative
efficiency of the possible alternatives.
(v) There must be some environment(s) to which the difficulty pertains.
Thus, a research problem is one which requires a researcher to find out the best solution for
the given problem, i.e., to find out by which course of action the objective can be attained
optimally in the context of a given environment.
Technique Involved in Defining a Problem

Defining a research problem properly and clearly is a crucial part of a research study and
must in no case be accomplished hurriedly. However, in practice this frequently overlooked
which causes a lot of problems later on. Hence, the research problem should be defined in a
systematic manner, giving due weightage to all relating points.
The technique for the purpose involves the undertaking of the following steps generally one
after the other:
(i) Statement of the problem in a general way;
(ii) Understanding the nature of the problem;
(iii) Surveying the available literature
(iv) Developing the ideas through discussions; and
(v) Rephrasing the research problem into a working proposition.
(i) Statement of the problem in a general way: First of all the problem should be stated in a
broad general way, keeping in view either some practical concern or some scientific or
intellectual interest. For this purpose, the researcher must immerse himself thoroughly in the
subject matter concerning which he wishes to pose a problem. In case of social research, it is
considered advisable to do some field observation and as such the researcher may undertake
some sort of preliminary survey or what is often called pilot survey. Then the researcher can
himself state the problem or he can seek the guidance of the guide or the subject expert in
accomplishing this task. Often, the guide puts forth the problem in general terms, and it is
then up to the researcher to narrow it down and phrase the problem in operational terms. In
case there is some directive from an organizational authority, the problem then can be stated
accordingly. The problem stated in a broad general way may contain various ambiguities
which must be resolved by cool thinking and rethinking over the problem. At the same time
the feasibility of a particular solution has to be considered and the same should be kept in
view while stating the problem.
(ii) Understanding the nature of the problem: The next step in defining the problem is to
understand its origin and nature clearly. The best way of understanding the problem is to
discuss it with those who first raised it in order to find out how the problem originally came
about and with what objectives in view. If the researcher has stated the problem himself, he
should consider once again all those points that induced him to make a general statement
concerning the problem. For a better understanding of the nature of the problem involved, he
can enter into discussion with those who have a good knowledge of the problem concerned or
similar other problems. The researcher should also keep in view the environment within
which the problem is to be studied and understood.
(iii) Surveying the available literature: All available literature concerning the problem at
hand must necessarily be surveyed and examined before a definition of the research problem
is given. This means that the researcher must be well-conversant with relevant theories in the
field, reports and records as also all other relevant literature. He must devote sufficient time
in reviewing of research already undertaken on related problems. This is done to find out
what data and other materials, if any, are available for operational purposes. ―Knowing what
data are available often serves to narrow the problem itself as well as the technique that might
be used.‖ This would also help a researcher to know if there are certain gaps in the theories,
or whether the existing theories applicable to the problem under study are inconsistent with
each other, or whether the findings of the different studies do not follow a pattern consistent
with the theoretical expectations and so on. All this will enable a researcher to take new
strides in the field for furtherance of knowledge i.e., he can move up starting from the
existing premise. Studies on related problems are useful for indicating the type of difficulties
that may be encountered in the present study as also the possible analytical shortcomings. At
times such studies may also suggest useful and even new lines of approach to the present
problem.
(iv) Developing the ideas through discussions: Discussion concerning a problem often
produces useful information. Various new ideas can be developed through such an exercise.
Hence, a researcher must discuss his problem with his colleagues and others who have
enough experience in the same area or in working on similar problems. This is quite often
known as an experience survey. People with rich experience are in a position to enlighten the
researcher on different aspects of his proposed study and their advice and comments are
usually invaluable to the researcher. They help him sharpen his focus of attention on specific
aspects within the field. Discussions with such persons should not only be confined to the
formulation of the specific problem at hand, but should also be concerned with the general
approach to the given problem, techniques that might be used, possible solutions, etc.
(v) Rephrasing the research problem: Finally, the researcher must sit to rephrase the
research problem into a working proposition. Once the nature of the problem has been clearly
understood, the environment (within which the problem has got to be studied) has been
defined, discussions over the problem have taken place and the available literature has been
surveyed and examined, rephrasing the problem into analytical or operational terms is not a
difficult task. Through rephrasing, the researcher puts the research problem in as specific
terms as possible so that it may become operationally viable and may help in the
development of working hypotheses.
In addition to what has been stated above, the following points must also be observed while
defining a research problem:
(a) Technical terms and words or phrases, with special meanings used in the statement of the
problem, should be clearly defined.
(b) Basic assumptions or postulates (if any) relating to the research problem should be clearly
stated.
(c) A straight forward statement of the value of the investigation (i.e., the criteria for the
selection of the problem) should be provided.
(d) The suitability of the time-period and the sources of data available must also be
considered by the researcher in defining the problem.
(e) The scope of the investigation or the limits within which the problem is to be studied must
be mentioned explicitly in defining a research problem.
AN ILLUSTRATION
The technique of defining a problem outlined above can be illustrated for better
understanding by taking an example as under:
Let us suppose that a research problem in a broad general way is as follows:
“Why is productivity in Japan so much higher than in India”?
In this form the question has a number of ambiguities such as:
What sort of productivity is being referred to?
With what industries the same is related?
With what period of time the productivity is being talked about?
In view of all such ambiguities the given statement or the question is much too general to be
amenable to analysis. Rethinking and discussions about the problem may result in narrowing
down the question to:
―What factors were responsible for the higher labour productivity of Japan‘s manufacturing
industries during the decade 1971 to 1980 relative to India‘s manufacturing industries?‖
This latter version of the problem is definitely an improvement over its earlier version for the
various ambiguities have been removed to the extent possible.
Further rethinking and rephrasing might place the problem on a still better operational basis
as shown below:
―To what extent did labour productivity in 1971 to 1980 in Japan exceed that of India in
respect of 15 selected manufacturing industries?
What factors were responsible for the productivity differentials between the two countries by
industries?‖
With this sort of formulation, the various terms involved such as ‗labour productivity‘,
‗productivity differentials‘, etc. must be explained clearly. The researcher must also see that
the necessary data are available. In case the data for one or more industries selected are not
available for the concerning time-period, then the said industry or industries will have to be
substituted by other industry or industries.
The suitability of the time-period must also be examined. Thus, all relevant factors must be
considered by a researcher before finally defining a research problem.
Research Design
―A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.‖
In fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data. As such the
design includes an outline of what the researcher will do from writing the hypothesis and its
operational implications to the final analysis of data.
More explicitly, the design decisions happen to be in respect of:
(i) What is the study about?
(ii) Why is the study being made?
(iii) Where will the study be carried out?
(iv) What type of data is required?
(v) Where can the required data be found?
(vi) What periods of time will the study include?
(vii) What will be the sample design?
(viii) What techniques of data collection will be used?
(ix) How will the data be analysed?
(x) In what style will the report be prepared?

Keeping in view the above stated design decisions; one may split the overall research design
into the following parts:
(a) The sampling design which deals with the method of selecting items to be observed for
the given study;
(b) The observational design which relates to the conditions under which the observations are
to be made;
(c) The statistical design which concerns with the question of how many items are to be
observed and how the information and data gathered are to be analysed; and
(d) The operational design which deals with the techniques by which the procedures
specified in the sampling, statistical and observational designs can be carried out.
From what has been stated above, we can state the important features of a research design as
under:
(i) It is a plan that specifies the sources and types of information relevant to the research
problem.
(ii) It is a strategy specifying which approach will be used for gathering and analysing the
data.
(iii) It also includes the time and cost budgets since most studies are done under these two
constraints.
In brief, research design must, at least, contain—
(a) A clear statement of the research problem;
(b) Procedures and techniques to be used for gathering information;
(c) The population to be studied; and
(d) Methods to be used in processing and analysing data.

Research Purpose & Design

Research
Purpose

Exploration Description Diagnosis Experimentation

Research Design

Sampling Observational Statistical Operational

Design Design Design Design

Features of a Good Design

 A good design is often characterised by adjectives like flexible, appropriate, efficient,
economical and so on.
 Generally, the design which minimises bias and maximises the reliability of the data
collected and analysed is considered a good design.
 The design which gives the smallest experimental error is supposed to be the best
design in many investigations.
 Similarly, a design which yields maximal information and provides an opportunity for
considering many different aspects of a problem is considered most appropriate and
efficient design in respect of many research problems.
  Thus, the question of good design is related to the purpose or objective of the research
problem and also with the nature of the problem to be studied.
 A design may be quite suitable in one case, but may be found wanting in one respect
or the other in the context of some other research problem. One single design cannot
serve the purpose of all types of research problems.
A research design appropriate for a particular research problem, usually involves the
consideration of the following factors:
(i) The means of obtaining information;
(ii) The availability and skills of the researcher and his staff, if any;
(iii) The objective of the problem to be studied;
(iv) The nature of the problem to be studied; and
(v) The availability of time and money for the research work.
Types of Research Design
There are several research designs which are used by researchers for their research on the
basis of objective and purpose of their research. Each research design has its own
significance and application based on the nature of the research problem.
Some of them are as follows:
Descriptive Research Design: Descriptive Research Design explains/describes the situation
or problem in depth. It aims to accurately and systematically describe a population, situation
or phenomenon. This type of research design is purely on a theoretical basis where the
individual collects data, analyses, prepares and then presents it in an understandable manner.
It is the most generalised form of research design.
Experimental Research Design: Experimental Research Design shows the cause and effect
relationship of the variables with each other. It is a scientific approach to research, where one
or more independent variables are manipulated and applied to one or more dependent
variables to measure their effect. It is done under the proper observation of independent
variables on the dependent variable. The independent variable is always changed or
manipulated by the researcher in order to change the discourse of the research and to gain
control over the research methodology.
Exploratory Research Design: The purpose of an exploratory research is development of
hypothesis rather than their testing. It attempts to explain how and why there is a relationship
between two aspects of an event or situations. This type of research attempt to explain the
cause for the event, which descriptive study only observed.
Correlational Research Design: In this type of research design, the researcher establishes a
relationship between two connected variables in the research project. Further, it also
completely non-experimental in nature and the variables are dependent on each other.
Diagnostic Research Design: In the ‗Diagnostic‘ research design the researcher wants to
know about the most causes of the problem. The researchers also define the factors
responsible for the problematic situation. This is mainly a problem solving research design
involved:
 Emergence of the problem
 Diagnosis of the problem
 Solution for the problem
 Suggestion for the problem
Apart from the aforementioned research designs, there are copious other types of research
design which can also be incorporated to pursue a research project and some of these are:
 Explanatory Research Design
 Historical Design
 Longitudinal Design
 Observational Design
 Philosophical Design
 Sequential Design
 Cross-Sectional Design
 Cohort Design
 Causal Design
 Case Study Design
 Action Research Design