research process & scientific method
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Research Process & Research Process & Scientific MethodScientific Method
Dr. A. K. DeyDr. A. K. Dey
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Objectives of ResearchObjectives of Research
To gain further insight into the problem – To gain further insight into the problem – Exploratory or Formulative ResearchExploratory or Formulative Research
To describe the characteristics of a situation or a To describe the characteristics of a situation or a group – Descriptive Researchgroup – Descriptive Research
To determine the frequency with which some To determine the frequency with which some thing occurs – Diagnostic Researchthing occurs – Diagnostic Research
To test a hypothesis of causal relationship To test a hypothesis of causal relationship between variables – Hypothesis testing researchbetween variables – Hypothesis testing research
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Characteristics of a Good Research Characteristics of a Good Research MethodologyMethodology
Systematic: Structured with specified steps to be Systematic: Structured with specified steps to be taken in predetermined sequence according to a taken in predetermined sequence according to a specific set of rulesspecific set of rules
Logical: Should be guided by rules of logical Logical: Should be guided by rules of logical reasoningreasoning
Empirical: Related to one or more aspects of Empirical: Related to one or more aspects of real situationreal situation
Replicable: Results can be verified by replicating Replicable: Results can be verified by replicating the studythe study
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Scientific MethodScientific Method
Two main characteristics of scientific Two main characteristics of scientific methodmethod
Validity: The claim of measuring the identified Validity: The claim of measuring the identified variablevariable
Reliability or Repeatability: A repeat of the study Reliability or Repeatability: A repeat of the study should lead to the same outcome; like experiments should lead to the same outcome; like experiments of Physics or Chemistryof Physics or Chemistry
Very few Marketing Research projects could Very few Marketing Research projects could qualify as experiments; much less qualify as experiments; much less reproducible experimentsreproducible experiments
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MR & Scientific MethodMR & Scientific Method
It is very difficult to measure identified It is very difficult to measure identified variable: Example – TV viewer shipvariable: Example – TV viewer ship
Controlling variablesControlling variablesHighly interactive; almost impossible to control Highly interactive; almost impossible to control
in a market placein a market placeProjects mostly carried out “one time” – hence Projects mostly carried out “one time” – hence
no way to test reliabilityno way to test reliabilityMR projects are proprietary – hence no way to MR projects are proprietary – hence no way to
check reproducibilitycheck reproducibility
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Scientific Vs Non – Scientific MethodsScientific Vs Non – Scientific Methods
Major differences between Scientific & Major differences between Scientific & Non Scientific Method that affect Validity & Non Scientific Method that affect Validity & Reliability of the results areReliability of the results areObjectivity of the investigatorObjectivity of the investigatorAccuracy of measurementsAccuracy of measurementsDegree to which the investigation is Degree to which the investigation is
continuing & exhaustive continuing & exhaustive
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Scientific Vs Non – Scientific MethodsScientific Vs Non – Scientific Methods
Objectivity of the investigatorObjectivity of the investigatorA researcher must base his judgment on facts A researcher must base his judgment on facts
& not on preconceived notion or intuition& not on preconceived notion or intuitionTwo major factors that reduce the objectivity Two major factors that reduce the objectivity
on the part of the investigatoron the part of the investigatorMarket Researchers report to a strong willed Market Researchers report to a strong willed
executive who thinks that he knows the market executive who thinks that he knows the market wellwell
Marketers often tend to exploit comfortable Marketers often tend to exploit comfortable segments; They ignore segments that are different, segments; They ignore segments that are different, unattractive or threateningunattractive or threatening
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Scientific Vs Non – Scientific MethodsScientific Vs Non – Scientific Methods
Accuracy of measurementsAccuracy of measurements In experiments of Physics or Chemistry measuring In experiments of Physics or Chemistry measuring
devices of great accuracy are useddevices of great accuracy are used In MR attitudes, intensions, behaviours etc are In MR attitudes, intensions, behaviours etc are
measured – so far no instruments can measure these measured – so far no instruments can measure these accuratelyaccurately
Such variables are dynamic – checking reproducibility Such variables are dynamic – checking reproducibility is not possibleis not possible
Even crude devices like Attitude Rating Scales are Even crude devices like Attitude Rating Scales are administered by different interviewers & interviews are administered by different interviewers & interviews are conducted in different settings – results not conducted in different settings – results not reproducible reproducible
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Scientific Vs Non – Scientific MethodsScientific Vs Non – Scientific Methods
Continuing & Exhaustive nature of Continuing & Exhaustive nature of investigationinvestigationScientists are continuously & aggressively Scientists are continuously & aggressively
searching for additional evidence, they are not searching for additional evidence, they are not sure that ultimate truth has been foundsure that ultimate truth has been found
Marketing Research tends to be less Marketing Research tends to be less continuous than sciencecontinuous than science
Results of MR projects not published or Results of MR projects not published or shared – no refinement doneshared – no refinement done
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Difficulties in Applying Scientific Difficulties in Applying Scientific Method to Marketing Research Method to Marketing Research
Investigator involved in use of resultsInvestigator involved in use of results Imprecise measuring devicesImprecise measuring devices Influence of measurement process on the resultsInfluence of measurement process on the results Time pressure for resultsTime pressure for results Difficulty in using experiments to Test Difficulty in using experiments to Test
HypothesisHypothesis Great complexity of the subject : Complexity of Great complexity of the subject : Complexity of
human behaviourial response makes it difficult to human behaviourial response makes it difficult to achieve high level of Validity & Reliabilityachieve high level of Validity & Reliability
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Research ProcessResearch Process
Seven inter-related stepsSeven inter-related stepsSpecifying research objectivesSpecifying research objectivesPreparing a list of needed informationPreparing a list of needed informationDesigning the data collection projectDesigning the data collection projectSelecting a sample typeSelecting a sample typeDetermining sample sizeDetermining sample sizeOrganizing & carrying out the field workOrganizing & carrying out the field workAnalyzing the collected data & report the Analyzing the collected data & report the
findingsfindings
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Research Process & Problems in Research Process & Problems in Achieving Scientific MethodAchieving Scientific Method
To achieve Validity & Reliability, To achieve Validity & Reliability, Marketing Research should be Marketing Research should be conducted as a proper Scientific Methodconducted as a proper Scientific Method
At each of the seven steps let us analyze At each of the seven steps let us analyze A.A. Problems in achieving Scientific MethodProblems in achieving Scientific Method
B.B. Steps to minimize the potential sources of Steps to minimize the potential sources of errors errors
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1. Specifying Research Objectives1. Specifying Research Objectives
A.A. Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Manager’s Expectations of research resultsManager’s Expectations of research results
B.B. Minimizing potential sources of errorsMinimizing potential sources of errorsa.a. Write research objectivesWrite research objectives
b.b. Manager & researcher must discuss the Manager & researcher must discuss the objective statements & if necessary modify objective statements & if necessary modify
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2. Preparing a list of needed 2. Preparing a list of needed informationinformation
Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Due to busy schedule manager may not get Due to busy schedule manager may not get
adequately involvedadequately involved
b.b. May think researcher knows what to doMay think researcher knows what to do
Minimizing potential sources of errorsMinimizing potential sources of errorsa.a. Manager & researcher should develop ‘List of Manager & researcher should develop ‘List of
needed information’ together & evaluate usefulnessneeded information’ together & evaluate usefulness
Research is not needed if manager is forced to select a Research is not needed if manager is forced to select a particular course of action irrespective of research particular course of action irrespective of research
findings findings
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3. Designing data collection project 3. Designing data collection project
Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Using inappropriate research designUsing inappropriate research design
b.b. Wrong selection of respondentsWrong selection of respondents
c.c. Asking unclear or ambiguous questionsAsking unclear or ambiguous questions
d.d. Using large scale study instead of small Using large scale study instead of small scale & vice versascale & vice versa
e.e. Using poor experimental designUsing poor experimental design
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Minimizing potential sources of errorsMinimizing potential sources of errorsFive important issues that must be addressed:Five important issues that must be addressed: Should the research be exploratory or Should the research be exploratory or
conclusive?conclusive? Who should be interviewed & how?Who should be interviewed & how? Should only few cases be studied or large Should only few cases be studied or large
samples?samples? How well experiments be incorporated?How well experiments be incorporated? How should data collection form be How should data collection form be
designed?designed?
3. Designing data collection project 3. Designing data collection project
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4. Selecting a sample type4. Selecting a sample type
Why samples? Probability Vs. Non Why samples? Probability Vs. Non ProbabilityProbability
Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Sample not representative of the populationSample not representative of the population
Minimizing potential sources of errorsMinimizing potential sources of errorsa.a. Define sampling frame carefullyDefine sampling frame carefully
b.b. Select proper sampling method – Simple Select proper sampling method – Simple RandomRandom
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5. Determining Sample size5. Determining Sample size
Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Sample size depends uponSample size depends upon
i.i. Nature of the problemNature of the problemii.ii. BudgetBudgetiii.iii. Accuracy neededAccuracy needed
b.b. Small sample – Lower reliabilitySmall sample – Lower reliabilityLarge sample – Likely to give higher reliabilityLarge sample – Likely to give higher reliability
Minimizing potential sources of errorsMinimizing potential sources of errorsa.a. Use Sampling Statistics to calculate sample size for Use Sampling Statistics to calculate sample size for
a given accuracy (Confidence Interval)a given accuracy (Confidence Interval)
b.b. Care exercised in determining sample size & Care exercised in determining sample size & sample type will minimize errorssample type will minimize errors
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6. Organizing & 6. Organizing & Carrying out field workCarrying out field work
Field work: Selecting, Training, Controlling & Evaluating Field work: Selecting, Training, Controlling & Evaluating field forcefield force
Involves substantial portion of budget Involves substantial portion of budget Potential source of errors through lack of Validity & Potential source of errors through lack of Validity &
ReliabilityReliability
Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Varying skills of field workersVarying skills of field workersb.b. Forms filled without interviewForms filled without interviewc.c. May not follow instructionMay not follow instructiond.d. Investigator’s biasInvestigator’s biase.e. Respondents’ biasRespondents’ bias
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Minimizing potential sources of errorsMinimizing potential sources of errorsa.a. Follow good practices in selection, training, Follow good practices in selection, training,
controlling & evaluating field workerscontrolling & evaluating field workers
b.b. Incorporate Back Checks & Spot ChecksIncorporate Back Checks & Spot Checks
c.c. Motivate supervisorsMotivate supervisors
d.d. Deploy adequate field force – release time Deploy adequate field force – release time pressurepressure
6. Organizing & 6. Organizing & Carrying out field workCarrying out field work
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7. Analyzing Data & 7. Analyzing Data & Report PreparationReport Preparation
Problems in achieving Scientific MethodProblems in achieving Scientific Methoda.a. Care & precaution not taken during editing, Care & precaution not taken during editing,
coding & data entrycoding & data entryb.b. List of needed information not prepared properlyList of needed information not prepared properlyc.c. Research objectives not established correctlyResearch objectives not established correctly
Minimizing potential sources of errorsMinimizing potential sources of errorsa.a. Editing & Coding done carefullyEditing & Coding done carefullyb.b. Incorporate extensive validity checksIncorporate extensive validity checksc.c. Inferences to be drawn based on factual data & Inferences to be drawn based on factual data &
not based upon researcher’s personal not based upon researcher’s personal understandingunderstanding