COURSE TITLE :RESEARCH METHODOLOGY

AND REPORT PREPERATION

COURSE CODE : BBARM 20401
CREDIT UNITS : 0 3

- Prepared by Prof. P Kalyani

Course Contents
• Module 1: Introduction
• Module 2: Data Collection Methods
• Module 3: Sampling
• Module 4: Data Collection Field Force
• Module 5: Data Analysis
• Module 6: Report Writing
What is Research?
• Research generally refers to search for knowledge
• In the most simplest terms research can be understood as a scientific
and systematic search for pertinent information on a specific topic.
• Redman and Mory define research as a systematized effort to gain
new knowledge
• The Advanced Learner’s Dictionary of Current English defines research as “A
careful investigation or inquiry specially through search for new facts in any
branch of knowledge”
• Research means to observe a phenomenon again and again from
different dimensions.
In a nut shell
1. Research is a process of enquiry and investigation
2. It is systematic and methodical and
3. Research increases knowledge
What is Business Research?
Business research refers to the systematic and objective process of
collecting, recording, analysing and interpreting data for aid in solving
managerial problems.
Managerial Problems or Managerial decision making can be linked to
any business function like
• Finance
• Marketing
• Human Resources Management etc.
Marketing Researchers support decision-makers
by collecting, analysing and interpreting
information needed to identify and solve
marketing problems.
Definition of Marketing Research

According to American Marketing Association (AMA), “Marketing

Research is the function that links the consumer, customer and public
to the marketer through information-information used to identify and
define marketing opportunities and problems, generate, refine and
evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process.”
Definition of Marketing Research

The systematic and objective identification, collection, analysis,

dissemination, and use of information for the purpose of assisting
management in decision making related to the identification and
solution of problems (and opportunities) in marketing.
- Naresh Malhotra
Importance of Marketing Research
Marketing Research plays a very significant role in identifying the
needs of customers and meeting them in best possible way. The main
task of Marketing Research is systematic gathering and analysis of
information.
1. Systematic process

2. Continuous in Nature

3. Applied Research

4. Bridges Company-customer Gap

5. Meeting Company Objectives

6. Marketing mix decisions

Marketing Research attempts to solve problems in a
wide range of areas. The problem relates to various
areas of marketing such as:

Product Research Place Research

Promotion Research Sales Research

Pricing Research Customer Research

The Nature and Role of Marketing Research in Marketing Decision Making
Customer Groups
• Consumers
• Employees
• Shareholders
• Suppliers Uncontrollable
Controllable Environmental
Marketing Factors
Variables
Marketing •Economy
•Product
Research •Technology
•Pricing
•Laws &
•Promotion Regulations
•Distribution •Social & Cultural
Marketing Factors
Assessing Providing
Information Information Decision •Political Factors
Needs Making

Marketing Managers
• Market Segmentation
• Target Market Selection
• Marketing Programs
• Performance & Control
 Marketing research facilitates decision-making in a
number of marketing areas.

1. Marketing mix decisions

Product Development

Pricing Decisions

Promotion-mix decisions

Place Decisions
2. Customer Satisfaction

3. Competitive Advantage

4. Corporate Image

5. Forecasting Sales

6. Expansion of markets

7. Brand Loyalty
Types of Research
Research
n
Exploratory
Conclusive Research
Research

Descriptive
Causal Research
Research

Cross-Sectional Longitudinal
Research Research

Single Cross-Sectional

Multiple Cross-Sectional
 Exploratory Research

• Preliminary study of an unfamiliar problem

• To gain familiarity with the phenomenon in the situation
• It is not intended to provide a conclusive evidence
Few Methods of Exploratory Research:
• Focus Group Interviews
• One to one interviews
• Discussions
• Case Studies
 Conclusive Research

• Main aim is to arrive at conclusions backed by factual evidence

• It is more formal and structured research than exploratory
Few Methods of Conclusive Research:
Descriptive Research:
• Surveys
• Observational Analysis
Causal Research:
• Experimental Method
• Modelling Method
Marketing Research and Marketing
Information System (MIS)
• Marketing Information System (MIS) is a formalised set of procedures
for generating, analysing, storing and distributing pertinent
information to marketing decision makers on an ongoing basis.
• MIS includes all data in terms of facts, opinions, views, guidelines and
policies, which are necessary to make vital marketing decisions.
Components of MIS
• Internal Records
• Marketing Intelligence
• Marketing Research (Research on consumers, dealers, product,
promotion, pricing, place etc.)
• Marketing Decision Support System (MDSS)
Marketing Research Marketing Information System
Information is generated with Information is generated
specific purpose continuously

It is ad-hoc system It is continuous entity

It is not rigid It is rigid and structured
Applications of Marketing Research
• Product Research
• Advertising Research
• Distribution Research
• Pricing Research
• Consumer Research
• Market Research
• Sales Research
• Marketing Environment Research
Planning a Research Project / Research Process
Problem Identification and Formulation

• A Problem well defined is half solved.

• Defining a problem involves the task of laying down
boundaries within which a researcher shall study the
problem with a pre-determined objective in view.
• You will derive the research problem from the
decision problem.
When does a Research Problem Exist?
Usually a research problem does exist if the following conditions are met.
• A decision maker is operating in some environment in which there is a
problem.
• There are at least two courses of action, A1 and A2, that the decision
maker can follow.
• Once the decision maker chooses an action, at least two outcomes of that
choice (O1 and O2) are possible, and one of them is preferred to the other.
• There is a chance, but not an equal chance, that each course of action will
lead to the desired outcome. If the chances are equal, the choice does not
matter.
Example:
• Suppose a new product is introduced and sales are below target. The
decision problem faced by the marketing manager is what to do
about the shortfall.
 Steps or stages in Problem
Identification and Formulation

(i) Statement of the problem in a general way;

(ii) Understanding the nature of the problem;
(iii) Surveying the available literature
(iv) Developing the ideas through discussions; and
(v) Rephrasing the research problem into a working proposition.
Problem Formulation
• Why is productivity in Japan so much higher than in India?

• What factors were responsible for the higher labour productivity of

Japan’s manufacturing industries?
 The Problem Definition Process
Tasks Involved

Discussion Interviews Secondary Qualitative

with with Data Research
Decision Maker(s) Experts Analysis

Environmental Context of the Problem

Step I: Problem Definition

Management Decision Problem

Marketing Research Problem

Step II: Approach to the Problem

Analytical Model: Specification
Objective/ Research Hypotheses
Theoretical Verbal, Graphical, Questions of
Foundations Information
Mathematical
Needed

Step III: Research Design

Problem Statement to Hypothesis… The
Sequence
• Problem Statement
• Research Questions
• Objectives
• Hypothesis
Problem statement to Hypothesis…. An
Example
Problem Statement:
Assess the perception of employees towards the current increment system
in IT Companies in India
Research Question:
Are the employees happy with the current increment system?
Objectives:
1.To study the current increment system practiced by the select IT
Companies in India.
2.To understand the perception of employees towards current increment
system in the select IT Companies in India.
3.To identify the need for introducing a new increment system.
Research Design
• A framework or blueprint for conducting the marketing research
project.
• It specifies the details of the procedures necessary for obtaining the
information needed to structure or solve research problems.
Need for a Research Design
• Facilitates the smooth sailing of the research Process
• The Research design helps the researcher to organize his ideas in a
form whereby it will be possible for him to look for flaws and
inadequacies.
Factors to be considered while Designing
the Research
• A research design appropriate for a particular research problem,
usually involves the consideration of the following factors:
• (i) the means of obtaining information;
• (ii) the availability and skills of the researcher and his staff, if any;
• (iii) the objective of the problem to be studied;
• (iv) the nature of the problem to be studied; and
• (v) the availability of time and money for the research work.
Features of a Good Research Design
• The design which minimises bias and maximises the
reliability of the data collected and analysed is
considered a good design.
• The design which gives the smallest experimental
error is supposed to be the best design in many
investigations.
• A design which yields maximal information and
provides an opportunity for considering many
different aspects of a problem is considered most
appropriate and efficient design in respect of many
research problems.