Page 100 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 6: Research Design

control of the investigator. This is in contrast with controlled experiments, such as randomized Notes
controlled trials, where each subject is randomly assigned to a treated group or a control group
before the start of the treatment.
Observational studies are sometimes referred to as natural experiments or as quasi-experiments.
These differences in terminology reflect certain differences in emphasis, but a shared theme is
that the early stages of planning or designing an observational study attempt to reproduce, as
nearly as possible, some of the strengths of an experiment.

Self Assessment

Fill in the blanks:
9. True panel involves ..........................measurement of the same variables.
10. Surveys can be divided into two broad categories: the ……………and the interview.
Table 6.1: Differences between Exploratory Research and Descriptive Research

Exploratory research Descriptive research
It is concerned with the “Why” aspect of It is concerned with the “What”, “When” or “How
consumer behaviour i.e., it tries to understand often” on the consumer behaviour.
the problem and not measure the result.
This research does not require large samples. This needs large samples of respondents.
Sample need not be representing the Sample must be representative of population.
population.
Due to imprecise statement, data collection is Statement is precise. Therefore data collection is
not easy. easy.
Characteristics of interest to be measured is not Characteristics of interest to be measured is clear.
clear.
There is no need for a questionnaire for There should be a properly designed questi onnaire
collecting the data. for data collection.
Data collection methods are:  Use of panel data
 Focus group  Longitudinal
 Literature Searching  Cross-sectional studies
 Case study

Task For the below mentioned scenario, lay down your recommendation of the most
suitable type of research. Explain the reasons for your choice.
(1) Exploratory
(2) Descriptive
(3) Experimentation
(4) Longitudinal
(5) Cross-sectional
(a) A Tyre manufacturer is expecting recession in the next two years. The firm
would like to know the changes that are to be made in the current marketing
strategy, so as to minimize the adverse effect of the company’s performance
on account of recession.
Contd...

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