Page 57 - DMGT404 RESEARCH_METHODOLOGY

Unit 3: Research Design

Notes
Example:
1. Electrical car is new to India. People may or may not hold positive attitude about electrical
cars. Assume that, the company has undertaken a new advertising campaign "To change
the attitude of the people towards this car", so that the sale of this car can increase. Suppose,
in testing the result of this campaign, the company finds that both aims have been achieved
i.e., the attitude of the people towards electrical car has become positive and also the sales
have increased. Then we can say that there is a concomitant variation between attitude and
sales. Both variables move in the same direction.

2. Assume that an education institute introduces a new elective which it claims is Job oriented.
The college authorities advertise this course in leading news paper. They would like to
know the perception of students to this course, and how many are willing to enroll. Now
if on testing, it is found the perception towards this course is positive and majority of the
respondent are willing to enroll, then we can say that, there is a concomitant variation
between perception and enrolment. Both variables move in the same direction.

3.6.1 Experimental Designs

The various experimental designs are as follows:

1. After only design
2. Before-after design
3. Factorial design
4. Latin square design

5. Ex-post facto design
After only Design

In this design, dependent variable is measured, after exposing the test units to the experimental
variable. This can be understood with the help of following example.
Assume M/s Hindustan Lever Ltd. wants to conduct an experiment on "Impact of free sample on
the sale of toilet soaps". A small sample of toilet soap is mailed to a selected set of customers in
a locality. After one month, 25 paise off on one cake of soap coupon is mailed to each of the
customers to whom free sample has been sent earlier. An equal number of these coupons are
also mailed, to people in another similar locality in the neighborhood. The coupons are coded,
to keep an account of the number of coupons redeemed from each locality. Suppose, 400 coupons
were redeemed from the experimental group and 250 coupons are redeemed from the control
group. The difference of 150 is supposed to be the effect of the free samples. In this method
conclusion can be drawn only after conducting the experiment.

Before-after Design

In this method, measurements are made before as well as after.

Example: Let us say that, an experiment is conducted to test an advertisement which is
aimed at reducing the alcoholism.

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