brm class 1

8/4/2019 BRM Class 1

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What is Research?

A systematic and a scientific enquiry into a

problem.

Problem: A Researchable problem

Simple description of a scenario is NOT

RESEARCH


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Business Research

An enquiry into a business problem

An aid to decision making for the

management. May be pertaining to HR, Marketing,

Finance or Macroeconomic problems

understanding the business environment.


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HR

How leadership can have an influence onemployees performance?

Marketing

How has advertising influenced sales?

How much to spend on advertising?

Finance

How to distribute the portfolio

What is the impact of ban of PN on FIIs?

How to manage the tax effectively


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BRM Course Design

Largely meant for aiding Marketing

Research


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Failure of business due to lack of marketing

research

Kelloggs and Mc Donalds

Unilever Surf in Japan Johnson and Johnson Baby aspirin in

US -----Too Gentle


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Success due to Research

Lipton Research through Portico

Ice tea is better than Hot tea!!

Unilever- Organic Shampoo in Thailand

Microsoft ; designing program to small business

Boeing: Small crafts are better than large ones

Toyota: Scions diversity

Starbucks: Environmental friendly


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Brazilian Tissue Paper Industry!!!!!!

Empirical research


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Scope for career

InternalCoca cola

Procter and Gamble

Unilever

External agenciesPortico- Research through documentation

Burke Inc

Harris Interactive

Branded research products- Telenation- 3 a week Multi

client telephone study of the households

Business Development Bureau India Pvt Ltd

Prism Retail India Pvt Ltd

AnalyticsIntertec Consulting, Hard Research, Qualisys, Libra

Consultants

www.Indiamart.com


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Types of Research

Theoretical Research

Empirical Research


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Thoeretical Research

Adding to the scientific body of knowledge

Emerges out of empirics. For Ex Newtons law of

gravitation, Marshals Theory of demand 4 ps of marketing

Porterd 5 force model


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Empirical Research

Highly application oriented

That and That only-

Meant to solve a particular problem-Has atime frame. Holds good for a period of time

For decision making at that point of time.


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Research Process or the research

design1. Identifying the Research Problem

2. Exploratory study

3. Hypothesis

4. Well defined objectives

5. Data Collection and Descriptive study

6. Data Cleaning

7. Analysis of data and Interpreting the results

8. Writing a Research Report


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Clear identification of RP

What factors lead to the good performance

of a fund?

How does a consumer behave when hebuys a particular fund. What things does

he look at when he buys a fund?

Performance of one fund vis--vis other

funds in the competitive market


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Research design

What minute questions you will look at? What type of data is needed

Primary or secondary- cross section or TS

Clearly stated Hypothesis

Identification of the variables Data Collection methods

Sampling Techniques

Analysis of data proper tools and techniques

for estimations Time and budget


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Stages

Exploratory

Descriptive

Causal

Exploratory- priliminary research conducted with a smallsample before u get into a detailed research

Discriptive Describing

Who, where, when, how much?????

Causal- scientific approach

Why???

Explain the relationship btwn variables


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Exploratory Descriptive Causal

Sales of aparticular

company is

declining

Would people

be interested in

a new productConduct a small

sample survey,

pilot study

By whatpercentage has

sales declined?

In which age

group has it

declined

In which

geographicalregions has it

declined

Why has itdeclined

Sales is afunction of what

variables


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Exploratory

Small sample

Pilot surveys tentative questionnaire

Review of Literature

Secondary data

Helps to clearly define the problem

Clearly Hypothesize and select the variables

Avoids wastage of time and resource


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Descriptive

Description of variables like

What is the market share of the product

What products are sold Who are the consumers? What agegroup?

What income class?

Who are the competitors?

How are they priced?


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Case study or Generalised

Research Environment

EX: Retail Culture of People in Bangalore

Be able to justify


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Secondary data

Data that is already collected for some

purpose may be useful..

Dont take the pain of collecting it again

Review of literature Helps in building ideas

Formulating the hypothesis

May also provide u sufficient information


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Formulate Hypothesis

A statement to test

It is an unproven propositionIt is a guess

Ex: People with highest job satisfaction arethe most productive

Mr X is involved in the bomb Blasts


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Data collection

Sampling

Surveys

Most common method of primary data collection

Questionnaire

Telephone

By mail

In personDepending on the problem, time and resource uchoose the method


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3

State the model for causal research

Dependent

Independent variables

Y = f(X1, X2, X3, X4, X5)

What model u will choose for estimation?

How to control the variables?


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4

Data Analysis

It is not always associated with rigorous

statistical tests

It can be as simple as a tabular or arepresentation of data


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Interpret the results

Dont leave the results unexplained

Statistical results are to be backed by

strong logic and descriptive information


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Write a good report

Research Ethics ------no plagiarism

Clear and Simple No journalistic jargons

Sufficient proof for conclusions. Dontmake statements out of blue

Readable and well presented

Source for tables Good flow in chapterisation

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