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05:04:18 AMSameer Phanse Marketing &Political Consultant
Sameer PhanseMarketing & Political Consultant
CIMR /CRKIMR
Summer
PlacementResearch
An Overview for Research
Guides
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This presentation is at the request of the CEO,Mrs. Madhumita Patil
The aim is
To provide the research guides with a quickoverview of Research from the point of view of
the Summer Research ProjectThe hope is that our students will
Learn better at the Summers
Add genuine value and stand out from othertrainees
Create a good impression of self and theInstitute with the Sponsor
The material for this presentation has been05:04:18 AM 22Sameer Phanse Marketing &Political Consultant
Genesis of Presentation
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Success at Summer Research
Some Success Factors
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Research: Relevance &Believability
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Research
Identify
Problem orOpportunity
AnalyzeProblem orOpportunity
EvaluateAlternative
Actions
ListAlternativeActions
Selectan
Action
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Problem to Research Design
ManagementProblem
orOpportunity
DecisionAlternatives
DecisionCriteria
ResearchPurposeResearch Objectives(Questions)& Hypotheses
ResearchDesign
ManagementAnalysesManagementResearch
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When to Research?Assessing Research Feasibility
YES
CRITICAL
DECISION?
DATAACCESSIBL
E?Internallyavailable?Externally
Accessible?
YES
TIMEAVAILABLE?
YES
MRECONOMOCAL
?For
Implement
ation?
YES
STA
RT
NO
R
NO
R
NO
R
NO
R
R
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Research Ethics
The Sponsors Ethics
Purpose of Research
Dishonesty in Supplier Dealings
Misuse of information
The Researchers / Suppliers Ethics(Student/Institute)
Violating Sponsors confidentiality
Improper research Execution
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Ethics in Marketing Research
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The Respondents Ethics & Rights
Respondents Ethics
The abuse of respondents
Violation of their rights
Selling in the guise of research is a transgression ofresearch as well as selling ethics
Society is becoming more aware & empowered
Guides must make Chetana students aware of thesevalues and respondent s rights
These issues have been discussed in RM classes
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Ethics in Marketing Research
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05:04:18 AMSameer Phanse Marketing &Political ConsultantSameer Phanse Marketing &
1010
ypo ogy o esearc
Research
TypesApplicati
onInquiryMode
Experimental
PureResearch
ExploratoryResearch
Qualitative
Objectives
Methods
HistoricalResearch
Analytical
Study
SurveyResearch
AppliedResearch
DescriptiveResearch
CorrelationalResearch
ExplanatoryResearch
Quantitative
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Basic Research Types
Descriptive ResearchTo describe what is prevalent regarding
A situation
A phenomenon
Examples & Exercises
Demographic Profile of the customers ofJet Lite
Attitudes of young mothers towards Baby Food
Advertisements
Consumers likes & dislikes about Dominos Homedelivery service
One of the easiest research types, where the
analysis may involve only averages and05:04:18 AM 1111Sameer Phanse Marketing & PoliticalConsultant
Basic Research Types
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Correlational Research
To establish whether there isA relationship
An Association
An interdependence
Examples & Exercises
Impact on Sales of a new Advertising Program
Impact of blogging on the of word of mouth
endorsements for the latestApple iPodEstablishing a relation between Working from home
option and the productivity of IT personnel at TCS
Impact of declaration of certain Union Budget clauses
on the movement of the BSE index05:04:18 AM 1212Sameer Phanse Marketing & Political
Consultant
Basic Research Types
i h
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Explanatory or Causal Research
To establish Why
A relationship
To explain Why
A particular phenomenon occurs
Examples & Exercises
Why the Sales forAxe has picked up after the launchof a new Commercial on Imagine channels Emotional
Atyachar?
Why only a certain segment of the MIG has acceptedbuying frozen fish at Star Market(A DepartmentalStore)?
Why do certain people have a negative attitude toward
Elections & Voting ?05:04:18 AM 1313Sameer Phanse Marketing & Political
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Basic Research Types
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The Research ProcessResearchProblem
Formulation
ResearchDesignBuilding
Construction of
DataCollectionInstrument
Selecting aSample
ResearchReporting
DataProcessing
DataCollection
Writing aResearchProposal
ResearchConceptualizati
on
Research
Plannin
g
Research
Deliver
y
Research
Executio
n
Research
Marketi
ng
What toResearch
Doing the Research
Planning of How to Research
Reporting theResearch
Communicating What &
How Research will bedone
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15Sameer Phanse Marketing &Political Consultant
Research Process
ResearchProblem
Formulation
ResearchDesignBuilding
Construction of
DataCollectionInstrument
Selecting aSample
ResearchReporting
DataProcessing
DataCollection
Writing aResearchProposal
ResearchConceptualizati
on
Research
Plannin
g
Research
Deliver
y
Research
Executio
n
Research
Marketi
ng
What toResearch
Doing the Research
Planning of How to Research
Reporting theResearch
Communicating What &
How Research will bedone
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Research Problem Formulation
This is the most critical step in the ResearchProcess on which depends every subsequentstep
Sufficient & concentrated attention & time must
be spared for this step
Factors to consider when finalizing a ResearchProblem will include
Sponsors Purpose (Ask What if questions)Resources at hand
Skill & Knowledge Availability
Subject
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esearc ro emFormulation
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Major components of the Sub-Process
Review of available LiteratureIdentification of variables (N, O, I, R )
Development Hypotheses
Do not reinvent the wheel, do extensive literary
search
Realize that the Hypotheses has seriousimplications for the research scope:
Decide your sample memberse.g. H: The youth of Mumbai visit malls more
frequently than those of New Delhi:You need youth samples from Mumbai as well as NewDelhi in your sample!
Types of questions in your Questionnaire05:04:19 AM
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esearc ro emFormulation
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Research Design
A blueprint of research action that logicallyconnects the particular Research methods tothe
Research Purpose , Objectives
Desired outcomes
The specific Organizational / Community context ofthe research
A bridge between the conceptual level ofobjectives and the concrete dimension ofimplementation
Objectives / Sub-Objectives must be logically
connected with the Hypotheses05:04:19 AM
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Research Design
D t C ll ti I t t
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Constructing the Data Collection Instrument
Any device or system used for collecting therequired data is called as a Data CollectionInstrument
Also called a Research Tool
Examples
Questionnaire
Interview Guide
Observation Form
Pre-Testing of the tool is usually advisable andmust be carried out in a real world environment
In the case of Secondary information, you would
have a specially designed form or framework to05:04:19 AM
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Data Collection Instrument
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Selecting the Sample
The accuracy of the end result depends to agreat degree on the appropriate selection ofthe sample
Sample selection is guided by Sampling Theory
Sampling Theory involves two fundamental aspects
Selection of an unbiased Sample
Delivering maximum accuracy for a defined quantumof Resources
There are three basic Sampling Designs
Probability or Random Sampling Designs
Non-Probability or Non-Random Sampling Designs
In case you cannot, for some reason, go in for a05:04:19 AM
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Sample Selection
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Significance of the Sampling Design
Decides your ability to project Sample data ontothe Population
Dictates the choice of Statistical tests that can beemployed
In real life, from my own experience, purerandom samples are extremely difficulteven ifyou have a big fat budget
To mitigate the effect of a non-probability
samples,Use Non-parametric tests such as Chi-square, but
Keep your questionnaire accordingly designed topick frequencies/percentages
For a summer project that should usually be good05:04:19 AM
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Sample Selection
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Writing the Research Proposal
The Research Proposal is a document meant for
The Research Sponsor (Summer Corporate)
The Research Approving / Supervising authority(Research Guide)
The Research Evaluation entity (Viva Jury)
The aim of the Research Proposal is to formallycommunicate in a written form
The Research Plan and
The Research Design
Broadly the Research Proposal must spell out
Whatis proposed to be done05:04:19 AM
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Marketing the Research
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Typical Contents of the Research Proposal
Objectives of the Research
Hypotheses if any
The Study Design
The Setting of your Study (Corporate /Community/ Mall etc.)
The Research Instrument(s) you propose todeploy
Sample Size & Sampling Design information
Data Analyses procedures anticipated
An overview of the planned Chapter Scheme
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Marketing the Research
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Data Collection
This is the commencement of the external, real-world Research activities
This is the stage you actually pick up the data
Examples
Interview a respondent
Go armed with Questionnaires onto the field
Make Observations
Run a Focus Group Discussion
Ethical aspects may especially be need to betackled during this stage of the ResearchProcess
Alwa s test the uestionnaire usin a ilot05:04:19 AM24Sameer Phanse Marketing &
Political Consultant
Data Collection
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Data Processing
The Analyses of data is the penultimate step inthe Research process
Its very important to visualize & planbeforehand the
Type &
Level of analyses that the collected data will besubjected to, since certain analyses and statisticalprocedures demand the input of certain specific
types of variables & data
The type of Analyses you will employ dependsupon
The rigor of analysis desired
The t e of data collected05:04:19 AM
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Data Processing
Delivering the Research
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Research Reporting
Communicating & Delivering the ResearchThis is the last stage of the Research Process
The Goals of Research Reporting are to inform theinterested community
What was done
What has been learnt
What conclusions have been drawn from the findings
The clearer one is about the Research, the easier it isto write the Research Report
Oral reports are usually made along with thesubmission of the written report
Oral reports have their merits as well as demerits05:04:19 AM
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Delivering the Research
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Thank You!End of Session