Research Design and Implementation - Research Tactics and Implementation
Research Design and Implementation - Research Tactics and Implementation
Once the research approach has been chosen, research tactics and implementation follow: the specifics of the measurements, the plan for choosing the sample, and the methods of analysis must be developed.
Measurements
The first step is to translate the research objective into information requirements and then into questions that can be answered by anticipated respondents.
For example, one of the objectives in the HMO study is to estimate probable demand for the proposed HMO. This means that information will be needed on (1) the respondents' overall evaluation of the proposed HMO, (2) their preference for the proposed HMO relative to their present health plan, and (3) their likelihood of adopting the new plan if it becomes available. As we will see in Chapters 7 and 8, there are many ways to ask questions to obtain this kind of attitudinal information.
Once the individual questions have been decided, the measuring instrument has to be developed. Usually this instrument is a questionnaire, but it also may be a plan for observing behavior or recording data. The researcher designing an effective questionnaire must be concerned with how sensitive questions on topics such as income can be asked, what the order of the questions should be, and how misinterpretations can be avoided.
Sampling Plan
Most marketing research studies will be limited to a sample or subgroup of the total population relevant to the research question, rather than a census of the entire group. The sampling plan describes how the subgroup is to be selected. One approach is to use probability sampling, in which all population members have a known probability of being in the sample. This choice is indicated whenever it is important to be able to show how representative the sample is of the population. Other critical decisions at this stage are the size of the sample, as this has direct implications for the project budget, and the means of minimizing the effect on results of sample members who cannot be reached or refuse to cooperate.
Anticipating the Analysis
When one is bogged down in the details of tactical research problems it is easy to lose sight of the research objectives. Before actual data collection begins the researcher must be alert to the possibility that the data will not be adequate for testing the hypotheses, or will be interesting but incapable of supporting action recommendations. Once the data have been collected it is too late to lament, "Why didn't we collect data on that variable?" or "Why didn't we foresee there wouldn't be enough respondents to test that hypothesis?"
With these concerns in mind the researcher should plan how each of the data items is to be analyzed. One useful device is to generate fictional (dummy) data from the questions in the measurement instrument. These dummy data can be analyzed for the study, to ensure the results of the analysis address the objectives. For example, a great deal of preliminary data analysis consists of cross-tabulating one question by a second question. Each of the anticipated tables should be reviewed in terms of its relevance to the research question. Any shortcomings identified here will help guide the changes to the questionnaire before it is sent into the field.
Analysis of Value Versus Cost and Time Involved
At this stage of the design most of the cost has yet to be expended. Yet the research is now completely specified and a reliable cost estimate should be available. Thus, a more detailed cost-benefit analysis should be possible to determine if the research should be conducted as designed or if it should be conducted at all.
One component of cost to be considered is the time involved. A research study can take six months or more. It may be that such a time period will delay a decision, thus creating the risk that a set of attractive conditions will be missed. For example, if the research designed to test a new product takes too long, a competitor may preempt the market with its own version of the product.
The analysis can conclude that either the research design is cost effective and should proceed or that it is not and should be terminated. Usually, instead of termination, consideration will be given to a revised research design that will be less costly. Perhaps a smaller sample could be used or a laboratory experiment substituted for a field experiment. Throughout the whole research process new information is uncovered that makes it useful to alter the purpose, the research question, the research approach, or some aspect of tactics. Indeed, it is much more accurate to think of the research process as a series of iterations and reconsiderations, rather than an ordered sequence of well-defined steps.
Once the research approach has been chosen, research tactics and implementation follow: the specifics of the measurements, the plan for choosing the sample, and the methods of analysis must be developed.
Measurements
The first step is to translate the research objective into information requirements and then into questions that can be answered by anticipated respondents.
For example, one of the objectives in the HMO study is to estimate probable demand for the proposed HMO. This means that information will be needed on (1) the respondents' overall evaluation of the proposed HMO, (2) their preference for the proposed HMO relative to their present health plan, and (3) their likelihood of adopting the new plan if it becomes available. As we will see in Chapters 7 and 8, there are many ways to ask questions to obtain this kind of attitudinal information.
Once the individual questions have been decided, the measuring instrument has to be developed. Usually this instrument is a questionnaire, but it also may be a plan for observing behavior or recording data. The researcher designing an effective questionnaire must be concerned with how sensitive questions on topics such as income can be asked, what the order of the questions should be, and how misinterpretations can be avoided.
Sampling Plan
Most marketing research studies will be limited to a sample or subgroup of the total population relevant to the research question, rather than a census of the entire group. The sampling plan describes how the subgroup is to be selected. One approach is to use probability sampling, in which all population members have a known probability of being in the sample. This choice is indicated whenever it is important to be able to show how representative the sample is of the population. Other critical decisions at this stage are the size of the sample, as this has direct implications for the project budget, and the means of minimizing the effect on results of sample members who cannot be reached or refuse to cooperate.
Anticipating the Analysis
When one is bogged down in the details of tactical research problems it is easy to lose sight of the research objectives. Before actual data collection begins the researcher must be alert to the possibility that the data will not be adequate for testing the hypotheses, or will be interesting but incapable of supporting action recommendations. Once the data have been collected it is too late to lament, "Why didn't we collect data on that variable?" or "Why didn't we foresee there wouldn't be enough respondents to test that hypothesis?"
With these concerns in mind the researcher should plan how each of the data items is to be analyzed. One useful device is to generate fictional (dummy) data from the questions in the measurement instrument. These dummy data can be analyzed for the study, to ensure the results of the analysis address the objectives. For example, a great deal of preliminary data analysis consists of cross-tabulating one question by a second question. Each of the anticipated tables should be reviewed in terms of its relevance to the research question. Any shortcomings identified here will help guide the changes to the questionnaire before it is sent into the field.
Analysis of Value Versus Cost and Time Involved
At this stage of the design most of the cost has yet to be expended. Yet the research is now completely specified and a reliable cost estimate should be available. Thus, a more detailed cost-benefit analysis should be possible to determine if the research should be conducted as designed or if it should be conducted at all.
One component of cost to be considered is the time involved. A research study can take six months or more. It may be that such a time period will delay a decision, thus creating the risk that a set of attractive conditions will be missed. For example, if the research designed to test a new product takes too long, a competitor may preempt the market with its own version of the product.
The analysis can conclude that either the research design is cost effective and should proceed or that it is not and should be terminated. Usually, instead of termination, consideration will be given to a revised research design that will be less costly. Perhaps a smaller sample could be used or a laboratory experiment substituted for a field experiment. Throughout the whole research process new information is uncovered that makes it useful to alter the purpose, the research question, the research approach, or some aspect of tactics. Indeed, it is much more accurate to think of the research process as a series of iterations and reconsiderations, rather than an ordered sequence of well-defined steps.
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