lecture 01 - research design i (slide format)

8/3/2019 Lecture 01 - Research Design I (Slide Format)

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AARHUSUNIVERSITY

AUQUANTS

Research Methods

Research Design I

Jacob Eskildsen

Joachim Scholderer


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AUQUANS

Research Methods

AUQUANTS

AARHUSUNIVERSITY

LEARNING OBJECTIVES

The marketing research process

Problem identification and elaboration

Formulation of research questions

Developing a research design


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Research Methods

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OVERVIEW

THE MARKETING RESEARCHPROCESS


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Research Methods

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MARKETING RESEARCH IN CONTEXT


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Research Methods

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THERESEARCHPROCESS


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Research Methods

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STAGE 1

PROBLEM IDENTIFICATIONAND ELABORATION


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Research Methods

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The formulation ofthe problem is often

more essential thanits solution

Albert Einstein


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Research Methods

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DEFINING THE

PROBLEM ANDDEVELOPINGA RESEARCH

APPROACH


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DECISION PROBLEM VS. RESEARCH PROBLEM


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Research Methods

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QUESTIONS?

??


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Research Methods

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STAGE 2

FORMULATION OFRESEARCH QUESTIONS


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Research Methods

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The wise mandoesnt give the right

answers, he posesthe right questions

Claude Levi-Strauss


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Research Methods

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FORMULATING RESEARCH QUESTIONS

State the scientific, managerial or policy problem theresearch is to help solve

What is the problem?

Who faces the problem?

Where does the problem occur?

What is the extent of the problem?

Who is supposed to act upon it?

What is the desired outcome?


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Structure the problem

How can the problem be conceptualized in scientificterms?

What are the constructs involved? What is known about their relationships?

What are the possibilities to influence them?

What would be the result?


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Identify information needs

Which answers to the above questions are known?

Which answers are unknown?

Which answers do we really need to solve the problem?


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Identify information needs

Translate into research questions

Specify which of these really needed answers theresearch aims to provide


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QUESTIONS?

??


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Research Methods

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STAGE 3

DEVELOPING ARESEARCH DESIGN


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You can't fix by

analysis what youbungled by design

Light, Singer and Willett (1990)


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Research Methods

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WHAT IS RESEARCH DESIGN?

A research design is a plan that guides theinvestigator in the process of collecting, analysing,

and interpreting observations

It is a logical model of proof that allows the researcherto draw inferences concerning relations among thevariables under investigation

The research design also defines the domain ofgeneralisability, that is, whether the obtainedinterpretations can be generalised to a largerpopulation or to different situations


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COMPONENTS OF A RESEARCH DESIGN

Objectives/problem formulation

Research questions Hypotheses

Units of observation

Measures/operationalisation

Units of analysis

Statistical procedures

Criteria for interpreting the results


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BASIC TYPES OF RESEARCH DESIGNS

Case-based designs

Cross-sectional designs

Longitudinal designs

Panel designs

Retrospective designs Time series designs

Experimental designs

Laboratoryexperiments

Field experiments

Quasi experiments


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CASE-BASED DESIGNS

Case-based designsaim at a thorough

understanding of aparticularunit ofanalysis (e.g., acompany, a product, a

brand, or an event)

Examples:

Effect of negative presscoverage on Nestlsshare price

Satisfaction of studentswith ASBs Summer

University

Consumer associationswith Arlas Minimlkbrand


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CROSS-SECTIONAL DESIGNS

The purpose of cross-sectional designs is to

assess covariationbetween variablesacross units of analysis

Examples:

Relationship betweencustomer satisfactionand loyalty in Danishretail banking

Relationship between

trust, relationship strengthand transaction volumein buyer-seller dyads

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LONGITUDINAL DESIGNS

The purpose oflongitudinal designs is

to assess (and explain)change in variablesover time, but withinunits of analysis

Examples:

Trends in the marketshare of private-labelproducts

Relationship betweendisconfirmation of

expectations and futurepurchase likelihood infast moving consumergoods markets


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EXPERIMENTAL DESIGNS

The aim ofexperimental designs is

to assess causal effectsof one or moreindependent variableson one or more

dependent variables

Examples:

Effects of subliminaladvertising exposure onaccessibility of brandattitudes

Effects of involvement,number of arguments,and quality of argumentson message elaborationand attitude change


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CRITERIA FOR GOOD RESEARCH DESIGNS

Internal validity: a good design tests exactly thehypothesis you want to test, and rules out alternative

explanations for the effect

External validity: a good design lets you generalise fromthe sample and the research setting of your study to thepopulation and the real-life situation you are actually

interested in (population validity andsituation validity) Efficiency: a good design does not test a large number

of peripheral hypotheses you are not really interestedin


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QUESTIONS?

??


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REVIEW

The marketing research process

Problem identification and elaboration

Formulation of research questions

Developing a research design


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Research Methods

AUQUANTS

AARHUSUNIVERSITY

REFERENCES AND FURTHER READING

de Vaus, D. (2006). Editors introduction. In D. de Vaus (Ed.),Research Design (Vol.1). Thousand Oaks, CA: Sage.

Yin, R. (2006). Research designs. In D. de Vaus (Ed.),Research Design (Vol.1). Thousand Oaks, CA: Sage.

Stinchcombe, A. L. (2006). Fundamental forms of scientificinference. In D. de Vaus (Ed.), Research Design (Vol.1).

Thousand Oaks, CA: Sage. Malhotra, N.K. & Birks, D.F. (2006).Marketing research: An

applied approach (2nd European Ed.). Harlow: PearsonEducation.

lecture 01 - research design i (slide format)

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