DEPARTMENT: Apex Institute of Technology

(MBA)
Subject Name- Marketing Research and Analytics
Subject Code: BBB-714 / BHB-714 / BFB-714
Faculty Name & Emp ID: Mr Pawan Kumar E7027 / Ms
Sonika Kanojia E7777

Marketing Research & Planning DISCOVER . LEARN . EMPOWER

 Meaning of Research

• Search for knowledge

• Art of scientific investigation
• A scientific & systematic search for significant information on a specific topic
• It is careful investigation or inquiry specially through search for new facts in any branch of
knowledge
• Movement from the known to the unknown
• A systematized effort to gain new knowledge

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 Objectives of Research

• To gain familiarity with a phenomenon/event or to achieve new insights into it

• To portray/describe accurately the characteristics of a particular individual,

situation or a group
• To determine the frequency with which something occurs or with which it is
associated with something else
• To test a hypothesis of a causal relationship between variables

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 Motivation in Research

• Desire to get a research degree along with it consequential benefits

• Desire to face the challenge in solving the unsolved problems

• Desire to get intellectual joy of doing some creative work

• Desire to be of service to society

• Desire to get respectability

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 Types of Research
Descriptive vs. Analytical
• Descriptive research includes surveys and fact-finding enquires of different kinds.
• Major purpose of descriptive research is description of the state of affairs as it
exists at present.
• Ex post facto studies also include attempts by researchers to discover causes even
when they cannot control the variables.
(i) Social science and business research
(ii) Frequency of shopping, preferences of people, or similar data.
• In analytical research, on the other hand, the researcher has to use facts or
information already available, and analyze these to make a critical evaluation of
the material.
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Applied vs. Fundamental
• Applied research aims at finding a solution for an immediate problem facing a society or an
industrial/business organization, whereas fundamental research is mainly concerned with
generalizations and with the formulation of a theory.
(i) Ebola fever
(ii) New algorithm for optimization of a process

Quantitative vs. Qualitative

• Research is based on the measurement of quantity or amount. It is applicable to phenomena that can
be expressed in terms of quantity.

•Qualitative research, on the other hand, is concerned with qualitative phenomenon,

i.e., phenomena relating to or involving quality or kind.

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Conceptual vs. Empirical
• Conceptual research is that related to some abstract idea(s) or theory. It is generally used by philosophers and
thinkers to develop new concepts or to reinterpret existing ones.

• On the other hand, empirical research relies on experience or observation alone, often without due regard for
system and theory. It is data-based research, coming up with conclusions which are capable of being verified by
observation or experiment

Some Other Types of Research

• One-time research or longitudinal research.
• Field-setting research or laboratory research or simulation research
• Clinical or diagnostic research
• Exploratory
• Historical research
• Conclusion-oriented and decision-oriented

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 Research Approaches
• Quantitative approach: The generation of data in quantitative form which can be subjected to
rigorous quantitative analysis in a formal and rigid fashion.

•This approach can be further sub-classified into inferential, experimental and simulation
approaches to research

•The purpose of inferential approach to research is to form a data base from which to infer
characteristics or relationships of population.

•Experimental approach is characterized by much greater control over the research environment and
in this case some variables are manipulated to observe their effect on other variables.

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 Research Approaches

• Simulation approach involves the construction of an artificial environment within which relevant
information and data can be generated.

• Qualitative approach to research is concerned with subjective assessment of attitudes, opinions and
behavior. Research in such a situation is a function of researcher’s insights and impressions.

•Such an approach to research generates results either in non-quantitative form or in the form which
are not subjected to rigorous quantitative analysis.

•Generally, the techniques of focus group interviews, projective techniques and depth interviews are
used.

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Significance of Research

• All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and
inquiry leads to invention.
• Research inculcates scientific and inductive thinking and it promotes the development of logical
habits of thinking and organization.
• The role of research in several fields of applied economics, whether related to business or to the
economy as a whole, has greatly increased in modern times.
• Research provides the basis for nearly all government policies in our economic system.
• Research has its special significance in solving various operational and planning problems of
business and industry
•Research is equally important for social scientists in studying social relationships and in seeking
answers to various social problems.

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Research Process

Definite Research
The process of gathering information for the purpose of initiating,
modifying or terminating a particular investment or group of
investments.

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 Seven Steps of Research Process

• Step One: Define research problem

• Step Two: Review of literature
• Step Three: Formulate hypotheses
• Step Four: Preparing the research design
• Step Five: Data collection
• Step Six: Data analysis
• Step Seven: Interpretation and report writing

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 ff

Define research Review the Formulate Design

Collect data
problem literature hypotheses research

f
ff
Interpret and
Analyze data
report
f

https://groups.google.com/forum/#!topic/klubs_mba/e24oSszYJPI

Where f = feed back(helps in controlling the sub system

ff= feed forward(serves the vital function of providing criteria for
evaluation) 13
 Step One: Define Research Problem
There are two types of research problem, viz., those
• relate to states of nature
• relationship between variables.

Essentially two steps are involved in define research problem, viz.,

• understanding the problem thoroughly and
• rephrasing the same into meaningful terms from an point of view.

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Step Two: Review of Literature
• Once the problem is define, a brief summary of it should be written down. A literature
review or narrative review is a type of review article.
• A literature review is a  scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contributions to a
particular topic. Literature reviews are secondary sources, and do not report new or
original experimental work.
• Most often associated with academic-oriented literature, such reviews are found
in academic journals, and are not to be confused with book reviews that may also appear
in the same publication.
• Literature reviews are a basis for research in nearly every academic field. A narrow-scope
literature review may be included as part of a peer reviewed journal article presenting
new research, serving to situate the current study within the body of the relevant literature
and to provide context for the reader. In such a case, the review usually precedes the
methodology and results sections of the work.
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Step Three: Formulate Hypothesis
• Formulate hypothesis is tentative assumption made in order to draw
out and test its logical or empirical consequences. Hypothesis should
be very specific and limited to the piece of research in hand because it
has to be tested.
• The role of the hypothesis is to guide the researcher by delimiting the
area of research and to keep him on the right track.
• Null Hypothesis
• Alternative Hypothesis

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Step Four: Preparing the Research Design
• The function of research design is to provide for the collection of relevant
evidence with minimal expenditure of effort, time and money.
• Research purpose may be grouped into four categories, viz.,
(1) Exploration Research Design
(2) Description Research Design
(3) Experimentation Research Design
(4) Diagnosis Research Design

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Step Five: Data Collection
• Primary data can be collected through:
By Observation
Through personal interview
Through telephone interview
By mailing of questionnaires
Through Schedules

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Step Six: Data Analysis
The analysis of data requires a number of closely related operations
such as establishment of categories.
This stage mainly include :
(i) Coding
(ii) Editing
(iii)Tabulation

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Step Seven: Interpretation and
Report Writing
Researcher has to prepare the report of what has been done by him.
Writing of report includes:
(i) the preliminary pages;
(ii) the main text, and
(iii) the end matter.

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 Criteria of Good Research
• Whatever may be the types of research works and studies, one thing that is
important is that they all meet on the common ground of scientific method
employed by them. One expects scientific research to satisfy the following
criteria:
• The purpose of the research should be clearly defined and common concepts be
used.
• The research procedure used should be described in sufficient detail to permit
another researcher to repeat the research for further advancement, keeping the
continuity of what has already been attained.
• The procedural design of the research should be carefully planned to yield results
that are as objective as possible.

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 Criteria of Good Research
• The researcher should report with complete frankness, flaws in procedural design
and estimate their effects upon the findings.
• The analysis of data should be sufficiently adequate to reveal its significance and
the methods of analysis used should be appropriate. The validity and reliability of
the data should be checked carefully.
• Conclusions should be confined to those justified by the data of the research and
limited to those for which the data provide an adequate basis.
• Greater confidence in research is warranted if the researcher is experienced, has a
good reputation in research and is a person of integrity.

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In other words, we can state the qualities of a
good research as under:
• Good research is systematic: It means that research is structured with
specified steps to be taken in a specified sequence in accordance with the well-
defined set of rules. Systematic characteristic of the research does not rule out
creative thinking but it certainly does reject the use of guessing and intuition in
arriving at conclusions.
• Good research is logical: This implies that research is guided by the rules of
logical reasoning and the logical process of induction and deduction are of
great value in carrying out research. Induction is the process of reasoning from
a part to the whole whereas deduction is the process of reasoning from some
premise to a conclusion which follows from that very premise. In fact, logical
reasoning makes research more meaningful in the context of decision making.

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In other words, we can state the qualities of a
good research as under:
• Good research is empirical: It implies that research is related
basically to one or more aspects of a real situation and deals with
concrete data that provides a basis for external validity to research
results.
• Good research is replicable: This characteristic allows research
results to be verified by replicating the study and thereby building a
sound basis for decisions.

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 Research Limitations
• It is for sure that your research will have some limitations and it is normal. However, it is
critically important for you to be striving to minimize the range of scope of limitations
throughout the research process.  Also, you need to provide the acknowledgement of your
research limitations in conclusions chapter honestly.
• It is always better to identify and acknowledge shortcomings of your work, rather than to
leave them pointed out to your by your dissertation assessor. While discussing your research
limitations, don’t just provide the list and description of shortcomings of your work. It is also
important for you to explain how these limitations have impacted your research findings.
• Your research may have multiple limitations, but you need to discuss only those limitations
that directly relate to your research problems. For example, if conducting a meta-analysis of
the secondary data has not been stated as your research objective, no need to mention it as
your research limitation.

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 Assessment Pattern

Evaluation Component Weightage

1st hourly test 9%
2nd hourly test 9%
Research and Analysis Component (Field 15%
Project / Assignement / Case Analysis)
Quiz 10%
Class Participation 5%
Attendance 2%
End Semester 50%

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 Applications

• To develop an understanding To develop an understanding of various research

designs and techniques are used in business and management.
• Ability to apply to scientific research process for the given research problem
including identify various sources of information for literature review and data
collection. Appreciate the components of scholarly writing and evaluate its
quality.

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 References
• Bryman, Alan & Bell, Emma (2018): Business Research Methods
(Fifth Edition), Oxford University Press.
• Rubin, Allen & Babbie (2016): Essential Research Methods for Social
Work, (Fourth Edition), Cengage Learning Inc., USA.
• Kothari, C.R. & Gaurav G. (2019): Research Methodology (Fourth
Edition), New Age International Publishers.
• Naresh Malhotra (2012): Marketing Research, (Fifth Edition) McGraw
Hills.

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Business Data and its collection
References

• https://
www.insight-management.org/sites/insight-management.org/files/Ag
ency%20Market%20Place%20File%20Uploads/Charterhouse%20Rese
arch%20Fundamentals%20E-Book.pdf

• https://
www.uww.edu/Documents/acadaff/AssessmentDay/BasicMarketingR
esearchVol1.pdf