The problem definition
pertains to the research objective — it tells us what to measure. The
research design pertains to methodology, questionnaire design and sampling — it
is concerned with how to measure. A good design is essential to ensuring
the validity of the results that we eventually report.
The methodology is dependent on the research
objective, and the nature of the problem that needs to be solved. Quantitative methods might work well for some types
of problems. For other types of problems, it may be more appropriate to use alternative
research tools.
Competent analysts are skilled in the use of several different methods of analysis for
any particular research objective. They are adept at adopting the best methods
to address the research objectives and resolve business issues.
There exist numerous methods for addressing diverse research problems and applications,
including many that are based on quantitative research, e.g., tracking of
brand image, measuring brand equity, advertising evaluation, price optimization,
product validation and so on.
Common to each of these studies, the following steps outline the framework
for the execution of the research programme:
- Information: List of research output required to address the business issues.
This should cover the parameters and the units of measure. For instance, top-of-mind, aided
and unaided awareness of ABC cooking oil among main grocery shoppers. Or household consumption
of cooking oil in litres per month.
- Respondents: Individuals from the target population, who can answer all of the
information required in the study. For example, main household grocery buyer.
- Coverage area: Geographical area to be surveyed.
- Data collection method, for instance online, door-to-door, controlled location
and telephone, depends on the nature of the study.
- Sample frame: List of population units that can be sampled, for instance,
telephone directory or area maps (door-to-door).
- Sampling: The sample size and methodology is dependent on the parameters to be
measured. This is covered in detail in Chapter
Sampling.
- Interview length varies with the length of the questionnaire, and the nature of
the study. Guidelines on the length of interview vary dependent on the data collection method.
- Questionnaire design includes the sequencing and flow of questions, and presentation
of any relevant stimulus.
- Analysis and interpretation: The analysis process, and the interpretation and
recommendations.
