University of Sargodha, Pakistan

1. MR Research Method
for Marketing
By: Rimsha Kiran

2. FR
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Research Method
• It is a strategy used to implement the plan
• Treatment of information is research method
• Variable—correlation, prediction and difference can be checked
• Research method can be descriptive, exploratory ad explanatory
• Correlational research, relationship between two variables are identified.
• Comparative research, comparison or difference draw between two variable.
• Descriptive research include both correlation and comparative research
• Exploratory research, variable are explored only
• Explanatory research, cause and effect of variable is determined

3. It is a plan to answer your research
question
The way we approach participant
It is the information related to collection
of data and analysis of data
It include sample, sample frame and
sampling unit
Research Design
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4. FR
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Types of survey research design in marketing
research
• Cross sectional research design
• In this design participant are different but the time is same. Sub groups are included
• It is mostly use because research is time bound
• Longitudinal research design
• In this design participant are same but the time is different.
• It is not only conducted on developmental stages. It also conduct on across years
• Successive independent sampling
• In this design participant and time both are different
• Mostly studies are present in clinical psychology

5. • It is the research design in which researchers
only observe the things
• It is also descriptive research
• Information is treated in the form of describing
the things
• Restaurants: sitting arrangements
• Colors and emotions
• Pharmaceutical company: research done on
medicine colors
Observational
Research Design
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6. FR
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 Research design should be criticize
 Research method should be criticize
 In sample , design, size, probability or non probability sampling should be discussed
 Variable can be criticized in term of which other variable can be taken as a part of research
 Correlation research has low internal validity and high external validity
Study Limitation
Internal Validity
 It tells about truthfulness of research
method.
 Less flaws
 Confounding variable controlled
 Limited sample
 Cause and effect determined
External Validity
 It is occur in real setting
 Generalization high
 More flaws
 Confounding variable are not controlled
 Large sample size
 Causation can’t determined

7. FR
Qualitative
• It is analytical research
• It contain words
• It include objectives
• It include age and developmental researches
• Qualitative research is exploratory. It include
creation of knowledge
• Its one purpose is to build theory
• In this non parametric test are used. Chi
square mostly used.
• Statistical analysis is optional
Quantitative
• It contain numbers.
• It include objectives and hypothesis
• Parametric test mostly used. If data
skewed than non parametric tests are
used
• Statistical analysis is mandatory
• Inference draw on the base of statistical
analysis
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8. FR
Qualitative Research
Focus Group
Unstructured Interviews
Archival Research
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9. FR
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Focus Group
• Researcher recommend different participant for focus group
5-8
6-10
6-12
7-10
• If the participant are near to 5 then it is good
• Take the group of minimum range not maximum range
• If group is larger the proper focus not occur. Attention become distract
• There should be one moderator in focus group
• Question is liked unstructured interview
• Timing: 35-45 minutes or not more than hour

10. FR
Focus Group
• Many individual present at the same
time
• Focus group conduct with all the
participant that are present at the given
time.
• Brain storming: flow of ideas occur in
focus group
• It is more preferrable
Unstructured Interview
• Many individual involve
• Interview conduct individual by
individual
• No brain storming
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11. FR
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Type of interviews
• Structured Interview: Questionnaires
• Direction and answer are both given
• Particular set of predetermined question are asked
• All the questions are planned in advance. Responses are limited
• Semi structured interview: RISB
• Only direction are given
• It include few predetermined and question and rest of question are not panned in advance
• Unstructured interview
• No direction given
• Questions are not prepared in advance
• Different participants are asked different questions

12. • It involve analyses of any type of public
records of behavior such as government
records, newspaper article, speeches, letter
of public figure and television
• E.g. content analysis
Archival Research
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