THE IMPORTANCE OF RESEARCH DESIGN AND PLANNING PHASE

Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. It is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research 

The function of a research design is to ensure that requisite data in accordance with the problem at hand is collected accurately and economically. Simply stated, it is the framework, a blueprint for the research study which guides the collection and analysis of data. The research design, depending upon the needs of the researcher may be a very detailed statement or only furnish the minimum information required for planning the research project.

The need for research design is as follows:

1. It reduces inaccuracy;

2. Helps to get maximum efficiency and reliability;

3. Eliminates bias and marginal errors;

4. Minimizes wastage of time;

5. Helpful for collecting research materials;

6. Helpful for testing of hypothesis;

7. Gives an idea regarding the type of resources required in terms of money, manpower, time, and efforts;

8. Provides an overview to other experts;

9. Guides the research in the right direction.