recearch process

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Introduction to



Course Objective

Enhance yourUnderstanding,

knowledge andskills enough to

• Teach

• Conduct a research project and• Publish



Session objective

After attending this session the Scholars will beable to understand and define

Context of research

What is researchWhy researchWhen researchHow to research



“Research is systematic and objective process of gathering, recording andanalyzing data in a scientific way for

making good decisions ”



Stages of the Research Process

Problem Discoveryand Definition

ResearchDesign

Sampling

DataGathering

Data Processingand Analysis

Conclusions andReport

Discovery andDefinition

and so on



Research Process1. Identify Problem/Topic

2. Literature Review

3. Research Design

4. Data Collection

5. DataAnalysis/Interpretation

6. Report writing



Develop the Research Plan

Data SourcesSecondary/Primary

Contact MethodsMail, Telephone,Online, In-Person

Research InstrumentsQuestionnaires,

Technological Devices

SamplingPlan

ResearchApproach



Research Approaches

Observation

Focus Group

Survey

Experimentation (Cause

and effect)



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Focus group

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Research Instruments

Questionnaires

Technological Devices.



Questionnaires

Closed-end Questions.

Open-end Questions.



Questionnaire Do’s and Don’ts

• Ensure questions are freeof bias

• Make questions simple

• Make questions specific• Avoid jargon• Avoid sophisticated words• Avoid ambiguous words

• Avoid negatives• Avoid hypothetical• Avoid words that could be

misheard• Use response bands• Use mutually exclusive

categories.



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Question Types —Dichotomous

Types —Dichotomous

In arranging this trip, did you contact American Airlines?

Yes No



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Kindersley (India) Pvt. Ltd.

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Question Types —Multiple ChoiceTypes —Multiple Choice

With whom are you traveling on this trip?

No one

Spouse Spouse and children

Children only

Business associates/friends/relatives

An organized tour group





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Question Types —Likert Scale e

Indicate your level of agreement with thefollowing statement: Small airlines generally givebetter service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree Agree

Strongly agree





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Question Types —Semantic Differential

American Airlines

Large ………………………………...…….Small

Experienced………………….….Inexperienced Modern……………………….…..Old -fashioned





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Question Types —Rating Scale

American Airlines’ food service is _____.

Excellent

Very good Good

Fair

Poor





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Question Types — Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet accesswere available?

Definitely buy Probably buy

Not sure

Probably not buy

Definitely not buy





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Question Types —Completely Unstructured

What is your opinion of American Airlines?





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Question Types — Sentence Completion

When I choose an airline, the most importantconsideration in my decision is:

_____________________________________

_____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.





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Question Types —Story Completion

“I flew American a few days ago. I noticed thatthe exterior and interior of the plane had verybright colors. This aroused in me the following

thoughts and feelings.” Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________



Copyright © 2009 Dorling Kindersley

(India) Pvt. Ltd.

-

Question Types —Picture(Empty Balloons)



Sampling Plan

Sampling unit: Who is to be surveyed?

Sample size: How many people should be surveyed?

Sampling procedure: How should the respondentsbe chosen?



Types of Samples

Probability Samples• Simple random• Systematic• Stratified random• Cluster

Non-probabilitySamples

• Convenience

• Judgment• Quota



Contact Methods

Mail Questionnaire

TelephoneInterview

PersonalInterview

OnlineInterview



Step#3: Collect the Information

Problems:Availability of respondents.Cooperation of respondents.

Biased Opinions by respondents.Researcher Can be biased.



Step#4: Analyze the Information

Apply statistical tools to analyze theinformation.



Step#5: Present the Findings

Charts



Characteristics of Good Marketing Research

Scientific Method (Careful observation, Hypothesis,Prediction and Testing)

Multiple Methods (More methods to be confident)

Research Creativity (Innovative ways to solveproblem)



Overcoming Barriers to Use of MarketinResearch

A narrow conception of the research.Expectation to do research by researcher without providing

proper definition of problem.

Uneven caliber of researcher.Less competent marketing researcher.

Poor framing of the problem.Research problem identification.

Late and occasionally erroneous findings.Proper time and money is needed to conduct research to have

accurate results.



“Any Threat or opportunity that needs to be addressed throughresearch process of data collection and analysis is called

Research Problem”

Examples

1. Human Resource manager wants to develop HR policiesregarding employees turnover in order to reduce it.

2. Marketing manager wants to launch a new product

successfully using advertisement as promotional tool3. Finance manager needs to invest excessive money

profitably



“The formulation of the problem

is often more essential than itssolution”

Albert Einstein



Research Hypotheses

“Research hypotheses are predictive statementsabout the relationship between two variables”

Types of HypothesisThere are two types of hypothesis

1. Null HypothesisHo = There is no relationship between Advertising and Sales

2. Alternative HypothesisH1 = There is relationship between advertising and sales



• What is the best strategy topromote a particular product?

Marketing

• What is the main reasons foremployee turnover?

HRM

• What is the rate of return onparticular investment?

Finance



Why We Do Business Research

We do business to earn profitsBusiness is a dynamic field

We have competitors

We need to sustainWe need to grow

We need customers

We encounter problems and issuesWe need to look into opportunities

recearch process

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