RESEARCH DESIGN

A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. 

In simple words it is the general plan of how you will go about your research.

Definitions of Research Design: 

1.      According to David J Luck and Ronald S Rubin, “A research design is the determination and statement of the general research approach or strategy adopted for the particular project. It is the heart of planning. If the design adheres to the research objective, it will ensure that the client’s needs will be served.

2.      According to Kerlinger, “Research in the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. 

3.      According to Green and Tull, “ A research design is the specification of methods and procedures for acquiring the information needed. It is the over-all operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedures.

The function of a research design is to ensure that requisite data in accordance with the problem at hand is collected accurately and economically. Simply stated, it is the framework, a blueprint for the research study which guides the collection and analysis of data. The research design, depending upon the needs of the researcher may be a very detailed statement or only furnish the minimum information required for planning the research project.

To be effective, a research design should furnish at least the following details. 

- A statement of objectives of the study or the research output.

- A statement of the data inputs required on the basis of which the research problem is to be solved.

- The methods of analysis which shall be used to treat and analyze the data inputs.

 

 More explicitly, the design decisions happen to be in respect of:

-         What is the study about?

-         Why is the study being made?

-         Where will the study be carried out?

-         What type of data is required?

-         Where can the required data be found?

-         What periods of time will the study include?

-         What will be the sample design?

-         What techniques of data collection will be used?

-         How will the data be analyzed?

-         In what style will the report be prepared?

 

Advantages of research design

- Consumes less time.

- Ensures project time schedule.

- Helps researcher to prepare himself to carry out research in a proper and a systematic way.

- Better documentation of the various activities while the project work is going on.

- Helps in proper planning of the resources and their procurement in right time.

- Provides satisfaction and confidence, accompanied with a sense of success from the beginning of the work of the research project.

 

Need for Research Design: Research design is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. Research design has a significant impact on the reliability of the results obtained. It thus acts as a firm foundation for the entire research. For example, economical and attractive construction of house we need a blueprint (or what is commonly called the map of the house) well thought out and prepared by an expert architect, similarly we need a research design or a plan in advance of data collection and analysis for our research project.

 

Research design stands for advance planning of the methods to be adopted for collecting the relevant data and the techniques to be used in their analysis.

The need for research design is as follows:

-         It reduces inaccuracy;

-         Helps to get maximum efficiency and reliability;

-         Eliminates bias and marginal errors;

-         Minimizes wastage of time;

-         Helpful for collecting research materials;

-         Helpful for testing of hypothesis;

-         Gives an idea regarding the type of resources required in terms of money, manpower, time, and efforts;

-         Provides an overview to other experts;

-         Guides the research in the right direction.

 

Importance and scope of Research Design

Research design carries an important influence on the reliability of the results attained. It therefore provides a solid base for the whole research. It is needed due to the fact that it allows for the smooth working of the many research operations. This makes the research as effective as possible by providing maximum information with minimum spending of effort, money and time. For building of a car, we must have a suitable blueprint made by an expert designer. In a similar fashion, we require a suitable design or plan just before data collection and analysis of the research project. Planning of design must be carried out cautiously as even a small mistake might mess up the purpose of the entire project. The design helps the investigator to organize his ideas, which helps to recognize and fix his faults, if any. In a good research design, all the components go together with each other in a coherent way. The theoretical and conceptual framework must with the research goals and purposes. In the same way, the data gathering method must fit with the research purposes, conceptual and theoretical framework and method of data analysis.

 

The importance and scope of research design in research methodology is due to the following:

1. It may result in the preferred kind of study with helpful conclusion.

2. It cuts down on inaccuracy.

3. Allows you get optimum efficiency and reliability.

4. Reduce wastage of time.

5. Reduce uncertainty, confusion and practical haphazard related to any research problem.

6. Of great help for collection of research material and testing of hypothesis.

7. It is a guide for giving research the right path.

8. Gets rid of bias and marginal errors.

9. Provides an idea concerning the type of resources needed in terms of money, effort, time, and manpower.

10. Smooth & efficient sailing (sets boundaries & helps prevent blind search) Maximizes reliability of results.

11. Provides firm foundation to the endeavor.

12. Averts misleading conclusions & thoughtless useless exercise. Provides opportunity to anticipate flaws & inadequacies (anticipates problems).

13. Incorporates by learning from other people’s critical comments & evaluations.

 

Ref: Dr. Hanif Lakdawala's AMR Notes