MKT3001 Lecture 2

1. MKT3001 Lecture 2 Formulating the research design

2. the research process Last week we looked at managers requiring more information ............ Remember from last week: Importantly, once the decision has been made to conduct research the next step is ......problem definition and we covered this last week. This week’s focus

3. Research design – what is that? • The textbook describes research design as the detailed blueprint or plan to guide the implementation of a research study

4. Approaches: What research approach should I use ??????????????? Source: textbook page 62

5. Words or numbers??????? What does the manager want to know??? Source: textbook, page 61

6. Does the research always have to be qualitative followed by quantitative or can it be the other way around? • To view the video you need to be connected to the Internet • Please listen carefully as this is important Broadband Dial-Up Cheryl Gurney, Group Account DirectorTNS Global

7. The research approach should depend on the research problem & objectives the research is addressing, also on the amount of information known • Information may already exist within the organisation or external to it (i.e. Government sources, industry information, competitor information, academic journals)...... • This information is generally referred to as secondary data ............. • Secondary data should always be searched for before developing a research approach as the amount of secondary data (and the research problem/objectives) will determine which research approach is best......... exploratory research; descriptive research; causal research

8. If not enough information is known – what do I do???? • After conducting a secondary information search • Analysing the secondary data available – that is pertinent to the research problem and objectives • Analysing the literature available and doing a literature review of what is available and putting together a priority list of research gaps • You may need to conduct primary research • Primary research is the collection of data specifically to meet the specific research objectives • When conducting primary research you will need to determine an approach, exploratory, descriptive or causal and this will depend on how big the research gaps are – the bigger the gap the more likely you will be conducting exploratory research because little is known. Conversely if lots is known, the research gaps will be smaller and you are more likely to conduct causal or explanatory research.....

9. Ok, so I am going to be conducting primary research, and I need to decide on an approach, what should I consider????? • Problem definition • Hypotheses – what am I testing? Is causation a requirement? • Type of data necessary – words or numbers • Data collection techniques - focus groups, interviews, surveys, experiments ???? • Sampling – how big, how accessible, is generalisability an issue?? • What are my resources – time, money, people

10. On the basis of my research approach I need to design research tactics........... What are they???? • Measurement • Translate the research objectives and hypothesis into information requirements – what do you need to know and what needs to be measured – what sort of measurement instrument are you going to use: e.g., focus group protocol, survey, picture cards, observation sheet • Sampling strategy • Who, what, where, when, why and how are you going to sample..... • Anticipating the analysis • So you have the measurement instrument, the sample and how are you going to analyse the information? • Budgeting and scheduling the research project • How long will this take and how much will it cost – is the research doable??

11. Now that I have developed a research design I have been asked to design a research proposal - what is that??????? • A research proposal is a document prepared by the researcher on the basis of information gathered from the manager....... • Some managers will give the researcher a formal research brief, however, this hardly ever happens • However, managers expect researchers to provide a research proposal • The research proposal contains what research is going to be conducted (the problem definition), how the research will be conducted (the research design, which includes the approach, tactics, budgeting, scheduling, cost-benefit analysis)

12. The research proposal • The research proposal is a formalised offer or bid for research, usually written specifically for the problem being studied and the plan of action to solve the stated problem.... • The proposal if accepted generally serves as the contract between the one requesting the investigation and the proposer of the research Source: Davis and Cosenza 1988, p.69 Have you looked at Assignment 1? In assignment 1 you are to develop a research proposal, and this is Due on 26th March 2008 – 5.00pm AEST.