Steps In Planning The Research Design:
There are four broad steps involved in planning the research design as explained below:
(1) Determining work involved in the project:
The first step in planning research design is determining the work involved in the project-and designing a workable plan to carry out the research work within specific time limit. The work involved includes the following:
(a) To formulate the marketing problem
(b) To determine information requirement
(c) To identify information sources
(d) To prepare detailed plan for the execution of research project.
This preliminary step indicates the nature and volume of work involved in the research work. Various forms require for research work will be decided and finalised. The sample to be selected for the survey work will also be decided. Staff requirement will also be estimated. Details will be worked out about their training and supervision on field investigators, etc.
In addition, the questionnaire will be prepared and tested. This is how the researcher will prepare a blue-print of the research project. According to this blueprint the whole research project will be implemented. The researcher gets clear idea of the work involved in the project through such initial planning of the project. Such planning avoids confusion, misdirection and wastage of time, money and efforts at later stages of research work. The whole research project moves smoothly due to initial planning of the research project.
(2) Estimating costs involved:
The second step in planning research design is estimating the costs involved in the research project. MR projects are costly as the questionnaire is to be prepared in large number of copies, interviewers are to be appointed for data collection and staff will be required for tabulation and analysis of data collected. Finally, experts will be required for drawing conclusions and for writing the research report. The researcher has to estimate the expenditure required for the execution of the project. The sponsoring organisation will approve the research project and make suitable budget provision accordingly.
The cost calculation is a complicated job as expenditure on different heads will have to be estimated accurately. The cost of the project also needs to be viewed from the viewpoint of its utility in solving the marketing problem. A comprehensive research study for solving comparatively minor marketing problem will be uneconomical.
(3) Preparing time schedule:
Time factor is important in the execution of the research project. Planning of time schedule is essential at the initial stage. Time calculation relates to the preparation of questionnaire and its pre-testing, training of interviewers, actual survey work, tabulation and analysis of data and finally reports writing. Time requirement of each stage needs to be worked out systematically. Such study will indicate the time requirement of the whole project. Too long period for the completion of research work is undesirable as the conclusions and recommendations may become outdated when actually available. Similarly, time-consuming research projects are not useful for solving urgent marketing problems faced by a company.
Preparing time schedule is not adequate in research design. In addition, all operations involved in the research work should be carried out strictly as per time schedule already prepared. If necessary remedial measures should be adopted in order to avoid any deviation in the time schedule. This brings certainty as regards the completion of the whole research project in time.
(4) Verifying results:
MR findings need to be dependable to the sponsoring organisation. Researcher may create new problems before the sponsoring organisation if the research work is conducted in a faulty manner. Such unreliable study is dangerous as it may create new problems. It is therefore, necessary to keep effective check on the whole research work during the implementing stage. For this suitable provisions need to be made in the research design.
After deciding the details of the steps noted above, the background for research design will be ready. Thereafter, the researcher has to prepare the research design of the whole project. He has to present the project design to the sponsoring agency or higher authorities for detailed consideration and approval. The researcher can start the research project (as per design) after securing the necessary approval to the research design prepared.
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