Business Research Methods Lecutre Notes ALL UNITS PDF

PPG INSTITUTE OF TECHNOLOGY
PPG BUSINESS SCHOOL

BATCH: 2011-2013
LECTURE NOTES - II SEMESTER
ACADEMIC YEAR: 2012-2013
SUBJECT: BUSINESS RESEARCH METHODS
UNIT - I
1 INTRODUCTION
1.1 BUSINESS RESEARCH DEFINITION AND SIGNIFICANCE
1.2 RESEARCH PROCESS
1.3 TYPES OF RESEARCH
1.4 THEORETICAL AND EMPIRICAL RESEARCH
1.5 CROSS SECTIONAL AND TIME-SERIES RESEARCH
1.6 RESEARCH QUESTIONS/PROBLEMS
1.7 RESEARCH OBJECTIVES
1.8 RESEARCH HYPOTHESES
1.1 INTRODUCTION
BUSINESS RESEARCH DEFINITION
Research is a systematic and objective process of gathering, recording and analyzing data for aid in
making business decisions. Business research is a systematic and organized effort to investigate a
specific problem encountered in the work setting that needs a solution
SIGNIFICANCE OF RESEARCH
Research inculcates scientific thinking: Research inculcates scientific and inductive thinking and it
promotes the development of logical habits of thinking and organization.
Increasing role of research: 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. The
increasingly complex nature of business and government focused attention on the use of research in
solving operational problems.
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Research provides the basis for nearly all government policies in economic system.
Solving operational and planning problems: Research has its special significance in solving various
operational and planning problems of business and industry. Operations research and market research,
along with motivational research, are considered crucial and their results assist, in more than one way in
taking business decisions.
Important for social scientists: Research is equally important for social scientists in studying social
relationships and in seeking answers to various social problems. It provides the intellectual satisfaction
knowing a few things just for sake of knowledge and also has practical utility for the social scientists to
know the sake of being able to do something better or in a more efficient manner.
Significance of research can also be understood keeping in view the following points:
1) To those students who are write to masters or ph. D thesis, research, may mean a careerism
or a way to attain a high position in the social structure;
2) To professionals in research methodology, research may mean a source of livelihood;
3) To philosophers and thinkers, research may mean the outlet for new ideas and insights;
4) To literary men and women, research may mean the development of new styles and creative
work;
5) To analysis and intellectuals, research may mean the generalization of new theories
1.2 RESEARCH PROCESS
Formulating the research problem
The formulation of a general topic into a specific research problem thus constitutes the first step in a
scientific enquiry.
Essentially two steps are involved in formulating the research problem, viz.,
understanding the problem thoroughly, and rephrasing the same into meaningful terms from an
analytical point of view.
Extensive Literature survey
The abstracting and indexing journals and published or unpublished bibliographies
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Formulating the working hypotheses

After extensive literature survey, researcher should state in clear terms the working hypothesis. It is
tentative assumption made in order to draw out and test its logical or empirical consequences.
Preparing the research design
Research design includes the means of obtaining the information, explanation of the way in which
selected means of obtaining information will be organized and the reasoning leading to the selection.
Determining Sample design
A sample design is a definite plan determined before nay data are actually collected for obtaining a
sample from a given population.
Collecting the data
Data are two types Primary data and Secondary data. Primary data can be collected by observation,
through personal interview, through telephone interviews, by mailing of questionnaires, through
schedules.
Analysis of data
The analysis of data requires a number of closely related operations such as establishment of categories,
the application of these categories to raw data through coding, tabulation and then drawing statistical
inferences.
Interpret and report.
Finally, the researcher has to prepare the report of what has been done by him. The main text of the
report should have the following parts
1. Introduction
2. Summary of findings
3. Main report
4. Conclusion
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RESEARCH PROCESS
FF
Review the
literature
Review
Concepts
And
theories
Define
Research
Problem
FF
Formulate
hypothesis
Design
Research
(Including
Sample
Design)
Collect
Data
(Execution)
III
IV
Review
Previous
Research
findings
Analyse
Data
(Test
Hypothesis
if any)
Interpret
and
report
F
VI
VII
II
F
F
FF
Feed Back
Feed Forward
1.3 Types of research

Pure Research is undertaken for the sake of knowledge without any intention to apply it in
practice
Not necessarily problem oriented
Discovery of new theory / refinement of existing theory.
Ex : inventions like steam engine, EDP, telecomm.
Applied research is carried on to find solution to a real life problem requiring an action or
policy decision.
Problem oriented
Action directed
It seeks an immediate and practical result
Ex: Marketing research carried on for developing a new market
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Exploratory Research analyses the data and explores the possibility of obtaining as many
relationships as possible.
It is a preliminary study of an unfamiliar problem about which the researcher has little or
no knowledge.
To see what is there rather than to predict the relationships that will be founded
EX: Doctors initial investigation of a patient suffering from an unfamiliar disease.
Descriptive research
It is a fact finding investigation with adequate interpretation.
It focuses on particular aspects or dimensions of the problem studied
Ex: Consumption behavior of people in a village
Diagnostic study
It is to discover what is happening, Why it is happening and What can be done
It aims in identifying the cause of the problem and the possible solution for it
Evaluation studies
It is for assessing the effectiveness of social or economic programmes implemented
Ex: (Polio drops)
For assessing the impact of development projects
Ex: (irrigation projects)
Action Research
It is a concurrent evaluation study of an action programme launched for solving a problem for
improving existing situation
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Ex: (Creating awareness about HIV)
Experimental Research
It is to assess the effects of particular variables on a phenomenon by keeping the other variables
constant or controlled
To determine whether and in what manner variables are related to each other
The factor , which is influenced , by other factors is called a dependent variable, and the
other factors , which influence it are known as independent variables
EX: agricultural productivity (i.e) is a dependent variable and the factors such as soil
fertility, irrigation, quality of seed etc. which influences the yield are independent
variables.
Analytical studies
It is a system of procedures and techniques of analysis applied to quantitative data
It consists of mathematical model
It aims in testing hypothesis and specifying and interpreting relationship
Used to measure variables, comparing groups and examining association with factors
Historical research
Study of past record and other information sources
Its main objective is to draw explanations and generalizations from the past trends in order to
understand the present and to anticipate the future.

Surveys
It is fact finding study
It involves collection of data directly from a population
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It requires expert and imaginative planning, careful analysis and rational interpretation of the
findings
Case Study
It is an in-depth comprehensive study of a person, a social groups , an episode, a process
Ex: a study of the financial health of a business undertaking
A study of labor participation in management in a particular enterprises
A study of life style of working women
Field studies
It is a scientific enquiries aimed at discovering the relations and interactions among sociological,
psychological and educational variables in social institutions and actual life situations like
communities, school, factories etc
A social or institutional situation is selected and the relations among the attitudes, values,
perceptions and behaviors of individuals and groups in the selected situation are studied.
1.5 On the basis of extent theory research are two types:
Theoretical Research
Empirical Research
Theoretical research: Theoretical research generally uses the findings from existing works to develop
new ideas through analyzing existing theory and explanations. These new ideas are not tested through
collecting evidence in the form of primary data. Theoretical research is held to be a classical way of
adding something to the value of the body of knowledge.
In the business and management studies world theoretical research is not always well received. In fact
some academic researchers would argue that the process described as theoretical research should not be
regarded as proper academic research. The basis of such a claim is that this type of theoretical
research does not have a test component. This fact is used by those who are not enthusiastic about
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theoretical research, to imply that theories can postulated without any proof. However this type of
thinking is a misunderstanding of the nature of research. All research processes requires
conceptualization. One of the primary roles of theoretical research is to rework already established ideas
in order to improve insights into the subject matter. Such improvements could well-constitute adding
something of value to the body of knowledge.
Evaluating theoretical research: theoretical research does not rely on data or evidence, collection,
analysis and synthesis it is sometimes often said to be more difficult. Theoretical research relies heavily
on creativity and imagination. Al though these attributes are still required for empirical research they are
often required to a greater extent in theoretical research.
Empirical research: empirical means based upon observation or measurement rather than theoretical
reasoning. It supports the development of new ideas through the collection of data. The researcher who
develops a theory of spot fan violence through visiting a library and developing their own explanation
through reading existing work will be undertaking theoretical research. The researcher to take this one
step further and collects data test their explanation will be undertaking empirical research. For example,
computer simulations generate scores from random number routines. The cases and measures are not
involved. Analytical researchers use mathematical operations to work from initial assumptions to
conclusions there are no cases, measures, or scores.
Empirical research involves three activities, as which are as follows:
Measurement: it involves activities associated with measuring the factors that from the expected
relationship. In other situations, a researcher may begin with measures already developed and assess
their suitability for a study at hand.
Research design: it establishes procedures to obtain cases for study and to determine how scores will be
obtained from those cases.
Analysis: empirical research also involves analysis of scores. Analyses are performed to describe
crosses on single measures and, especially, to identify relationships that may exist between scores across
different measures.
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Benefits of empirical research

1) Understand and respond to dynamics of situations.
2) Respect contextual differences.
3) Build upon what is already known to work
4) Meet accepted professional standards of research.
5) Integrate professional knowledge with empirical data to inform instructional
development decisions.
6) Establish relationship between intervention and behavioral response.
Limitations of Empirical Research
1) Time: Since empirical research requires soliciting participation and data gathering
from various off campus of researchers.
2) Cost: Field research requires on-sites visits by researchers may be require cash
outlays for travel, lodging, and other expenses not required in conceptual research,
which can usually be accomplished in the local academic setting.
3) Access to firms: they cannot gain access to the types of the firms necessary for their
studies.
4) Access to data: even if they gain access to business firms, such firms may be
reluctant to release any or all the data necessary for the studies.
5) Skills: they do not possess the requisite skills necessary to design such empirically
based studies, to gather and analyze the oftentimes huge data efficiently, or two
interpret the results in a manner meaningful to and rewarded by both the business and
academic worlds.
1.6 On the basis of time dimension:
Two types:
Cross-sectional Research
Longitudinal Research
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Cross-sectional research: in this research, researchers observe at one point in time. Cross-sectional
research is usually the simplest and least costly alternative. A crosssectional designs a snapshot of the
variables included in the study, at one particular point in time. It may reveal how those variables are
related.
Longitudinal Research: Researchers using longitudinal research examine features of people or other
units at more than one time it is usually more complex and costly than cross sectional research, but it is
also more powerful, especially where researchers seek answers to questions about social change. Three
types of longitudinal research which as follows;
1) Time-series research
2) Panel study
3) Cohort study
Time series research: the time design collects data on the same variable at regular intervals (weeks,
months, year) etc
Time series designs are useful for:
Establishing a baseline measure,
Describing charges over time,
Keeping track of trends and
Forecasting future trends.
Panel study: it is a powerful type of longitudinal research. It is more difficult to conduct than time
series research. In panel study, researchers observe exactly the same people, group, or organization
across time period. Participants who are examined over repeated time points may be affected by having
previously completed the measure being used. (This is known as sensitization)
Cohort study: it is similar to the panel study, but rather than observing the exact same people, a
category of people who share a similar life experienced in a specified time period is studied.
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1.7 Research Problem

The term problem means a question or issue to be examined.
Research Problem refers to some difficulty /need which a researcher experiences in the context
of either theoretical or practical situation and wants to obtain a solution for the same.
The first step in the research process definition of the problem involves two activities:
Identification / Selection of the Problem
Formulation of the Problem
This step involves identification of a few problems and selection of one out of them, after
evaluating the alternatives against certain selection criteria.
Formulation is the process of refining the research ideas into research questions and objectives.
Formulation means translating and transforming the selected research problem/topic/idea into a
scientifically researchable question. It is concerned with specifying exactly what the research
problem is.
CRITERIA OF SELECTION
The selection of one appropriate researchable problem out of the identified problems requires
evaluation of those alternatives against certain criteria. They are:
Internal / Personal criteria Researchers Interest, Researchers Competence, Researchers own
Resource: finance and time.
External Criteria or Factors Researchability of the problem, Importance and Urgency, Novelty
of the Problem, Feasibility, Facilities, Usefulness and Social Relevance, Research Personnel.
SOURCES OF PROBLEMS
Reading
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Academic Experience
Daily Experience
Exposure to Field Situations
Consultations
Brainstorming
Research
Intuition
Problem Formulation
For a researcher, the problem formulation means converting the management problem to a
research problem.
Examples
Management problem- Want to increase the sale of product A
Research problem- What is the current standing of the product A?
While problem is formulated, the following should be considered

1. Determine the objectives
2. Consider environmental factors
3. Nature of the problem
4. Stating the alternatives
Determine the objectives

To increase the sales or does it means it has improved the knowledge of the audience.
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If the advertisement by the company was indeed ineffective, what course of action does the
company intend to take?
Increase the budget for the next Ad
Use different appeal
Change the media
Go to a new agency.
Consider environmental factors
If a company introduce a new product

Purchasing habits of consumers
Presently, who are the competitors in the market with similar product?
What is the perception of the people about other products of the company?
Size of the market and target audience.
Nature of the problem

Initial investigation could be carried by using a focus group of consumers or sales representatives
Did the customer ever include this companys product in his mental map?
If the customer is not buying, the reasons for that
Why did the customer turn to the competitors product?
Stating the alternatives

The researcher would be better served by generating as many alternatives as possible during the
problem formulation.
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For every alternative, a hypothesis has to be developed and data to be collected and to be proved
whether it is best alternative or not.
1.8 Research objective
Its not long term goal, but is the step towards the long term goal.
It defines the purpose of the proposed research. It should be phrased in such a way that central
hypothesis clearly grows out of it
An ideal research objective
-Hypothesis driven
-Innovative
-To study mechanism
-Realistic & focused
-Doable in the requested budge and time
1.9 Hypothesis Testing
It considered as a principal instrument in research. Hypothesis is a mere assumption to be proved or
disproved.
Hypothesis is defined as the proposition or a set of proposition set forth as an explanation for the
occurrence of some specified group of phenomena, either asserted merely as a provisional conjecture to
guide some investigation or accepted as highly probable in the right of established facts.
Characteristics of hypothesis
1) Hypothesis should be clear and precise
2) A good hypothesis is assumption or explanation of why or how something occurs
3) Hypothesis should be capable of being tested.
4) Hypothesis should state relationship between variables.
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5) Hypothesis should be limited in scope and must be specific.

6) Hypothesis should be tested in most simple terms so that the same is easily understandable by
all concerns.
7) Hypothesis should be consistent with most known facts, in other words, it should be the one
which judges accept as being the most likely.
8) Hypothesis should be agreeable to testing with a reasonable time.
9) Hypothesis must explain the facts what it claims to explain. It should have empirical reference.
Eg: Companies manufacturing washing machines spend at least 10% of their annual profits on
advertising.
Testing Hypothesis: This is a statement or proposition that we would like to verify whether it is true
or not.
Concept of Null and alternative Hypothesis
A Null hypothesis is a statement about a population parameter (such as mu) and the test is used to
decide whether or not to accept the hypothesis.
It is identified by the symbol Ho
It is always stated that There is no significant difference between the samples.
If the H0 is false, something else must be true. That is called alternative hypothesis
It is identified by the symbol H1.
It should be clear that both Null and alternative hypotheses cannot be true and only one of them
must be true.
For any exercise, our conclusion must result into the acceptance of one hypothesis and rejection
of the other.
Eg: Suppose a person is facing a legal trial for committing a crime. The judge look into all the
evidence for and against it listens very carefully the prosecutions and defendants arguments and
then decides the case and gives his verdict.
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The verdict could be

H0: The person has not committed the crime
H1: The person has committed the crime
Procedure in Hypothesis testing

There are five steps involved in testing a hypothesis
1. Formulate a hypothesis. We have to set the null and alternative hypothesis (H0 and H1)
2. Set up a suitable significance level
3. Significance level means the confidence with which a null hypothesis is rejected or accepted
depends upon the significance level used for the purpose.
4. Select Test criterion: There are many techniques from which one is to be chosen.
Eg: If sample size > 30- Z test

If sample size <30- t-test.
5. Compute
This step involves various computations necessary for the application of that particular test.
These computations include the testing statistic as also its standard error.
6. Make decisions: This step involves in the process of accepting or rejecting the null
hypothesis at a given level of significance.
Two types of Errors
Type I error: it occurs when one rejects the null hypothesis and accepts the alternative,
when it fact the null hypothesis is true.
Type II error: it occurs when one accepts the null hypothesis when in fact the null
hypothesis is false.
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UNIT -II
2.1 RESEARCH DESIGN MEANING AND TYPES
2.2 EXPLORATORY RESEARCH DESIGN
2.3 CONCLUSIVE DESIGN
2.4 EXPERIMENTAL/CAUSAL RESEARCH
2.5 VARIABLES IN RESEARCH
2.6 MEASRUEMENT AND SCALING
2.7 VALIDITY AND RELIABILTIY OF INSTRUMENTS
2.1 Research Design Meaning & Types

A research project conducted scientifically has a specific framework of research from the problems
identification to the presentation of the research report. This framework of conducting research is known
as the research design.
A research designs simply the framework or plan for a study that is used as a guide in collecting and
analyzing the data. It is blueprint that is followed in completing study.
TYPES OF RESEARCH DESIGN
1) Exploratory Research
i) Literate Research/Study of Secondary Data
ii) Survey of knowledgeable persons or experience survey
iii) Case Groups
iv) Focus Groups
v) Two-Stage Design
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2) Conclusive Research
i) Descriptive
a) Longitudinal Study
b) Cross-sectional Study
ii) Experimental or Casual Research
2.2 Exploratory Research Design
Exploratory research studies are also termed as formulative research studies. The main purpose of such
studies is that of formulating a problem for more precise investigation or of developing the working
hypotheses from an operational point of view. The major emphasis in such studies is on the discovery of
ideas and insights. As such the research design appropriate for such studies must be flexible enough to
provide opportunity for considering different aspects of a problem under study.
Objectives of Exploratory Research
1) Precise formulation of the problem
2) Provide more knowledge to the researcher about the problem environment
3) Establishes priorities for further research
4) To design appropriate information collection procedure for the given situation.
5) To determine nature of relationship between various factors associated in the problem.
6) Gathering information on the problems associated with doing conclusive research.
1. Study of Secondary Data: The quickest and most economical way is to find possible hypotheses
from the available literature. The past researches may be suitable sources of information to develop new
hypotheses. The findings of marketing research are generally published in trade and professional
journals, which can be fruitful sources of information.
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2) Depth Interview: Experience survey means the survey of people who have had practical experience
with the problem to be studied. These individuals can be top executives, sales managers/executives,
wholesalers and retailers possessing valuable knowledge and information about the problem
environment.
3) Case Study: The third general type of exploratory research is the case method. This research method
has long been considered soft or nonscientific, but with the modern surge in qualitative research the
case method has received more attention. Indeed, the case method might be considered one variation of
the survey of individuals with ideas. It involves the comprehensive study of one, or a few, specific
situations and lends itself particularly to the study of complex situations in which the interrelations of
several individuals are import for example, the effective management of distributor relations or what
constitutes good marketing management.
4) Focus Group: Focus group originates from sociology studies. They have been extensively used in
marketing research. Focus groups studied are generally conducted to evaluate the potential of a new
product idea or concept. A focus group comprises several persons, who are led by a trained moderator.
The moderators task is to lead the team in generating and exchanging ideas on a particular issue. The
process starts by issuing a topic for discussion among participants by the moderator. In such discussions,
the moderators role will be to silently watch the proceedings and ensure that the discussion is going on
as expected. However, the moderator needs to intervene to ensure that all individuals in the group
participate. Once the focus groups observations and recommendations are obtains, the information is
evaluated by the moderator,. This forms the basis for further research.
5) Two-Stage Design: A two-stage design is beneficial approach for designing research. In this method,
the exploration is conducted in two stages. The first stage consists of clearly defining the research
problem, while the second stage comprises developing the research design. A two-stage design is
beneficial, when the problem is vaguely defined and the researcher is not clear about the particular topic
that has to be studied.
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2.3 Conclusive Research Design

Conclusive research provides information, which helps the executive to make a rational decision. The
marketing executive has to arrive at a suitable decision from the various alternative decisions. The
various alternative conclusions and selecting the most suitable conclusion may be done by descriptive
research design or experimental research design.
i.
Descriptive Research
Descriptive studies, as their name implies, are designed to describe something for example, the
characteristics of users of a given product; the degree to which product use varies with income, age, sex,
or other characteristics, or the number who saw a specific television commercial. A majority of
marketing studies are of this type.
Objectives of Descriptive Research
1) To describe the characteristics of relevant groups
2) To estimate the percentage of units in a specified population exhibiting a certain behavior.
3) To determine the perceptions of product characteristics.
4) To determine the degree to which marketing variable are associated.
Types of Descriptive Studies
1) Case Method: Case studies are more appropriate to exploratory research than descriptive
research. They are not widely used in descriptive research, but they are worth some comment in the
descriptive context and perhaps should be used more than they have been in the past.
2) Statistical Method: The statistical method is the most widely used method in marketing research
and is the method usually implied when a survey is referred to. The name comes from the
statistical techniques that are used in analyzing the data collected techniques that vary from simple
means and percentage to very sophisticated techniques that require computers to manipulate the data.
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Uses of Descriptive Research

1) Consumer profiles
2) Market potential studied
3) Product usages studies
4) Attitude surveys
5) Sales analysis
6) Media research
7) Price surveys
Descriptive Research Analysis
1) Longitudinal Design/Panel Analysis: Longitudinal studies are based on panel data and panel
methods. A panel is a sample of respondents who are interviewed and then re-interviewed from
time to time. Generally panel data relate to the repeated measurements of the same variables.
Each family included in the panel, records its purchases of a number of product at regular
intervals, say, weekly, monthly or quarterly. Over a period of time, such data will reflect changes
in the buying behavior or families.
2) Cross-Sectional Design: A cross-sectional study is concerned with a sample of elements from a
population. Thus, it may deal with households, dealers, retail stores, or other entitles. Data on a
number of characteristics from the sample elements are collected and analyzed. The crosssectional study is the most frequently used descriptive design in marketing research. Crosssectional design involves the collection of information from any given sample of population
elements only one. They may be either single crosssectional or multiple cross-sectional.
Types of Cross-Sectional Design
i. Field Studies
ii.Survey Research
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2.4 Casual or Experimental Research

Although descriptive research in identifying co-variation between variables (e.g., blue packages
outsell red ones, consumption rate varies by education level) it cannot truly indicate causality (e.g., color
causes sales, education causes consumption). When we are in need of determining whether two or more
variables are causally related we must turn to casual research procedures. While there might be a
tendency to see many research objectives from a casual perspective (We really want to know what
causes consumers to act that way), there is a difference between causality in the vernacular and how it
is defined by scientists.
Types of experimental research design
Informal
Before after without control
Before-after with control
After only with control
Ex-post facto design
Panel design
Simple time series experiments
Recurrent time series experiments
Formal
Completely randomized design

Randomized block design
Latin square design
Factorial design
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Informal design
Before and after without control
In such a design a design a single test group or area is selected and the dependent variable is measured
before the introduction of the treatment. The treatment is then introduced and the dependent variable is
measured again after the treatment has been introduced.
After only with control design
In this design two groups or areas (test are and control area) are selected and the treatment is introduced
into the test area only. Treatment impact is assessed by subtracting the dependent variable in the control
area from its value in the test area.
Before and after with control design
In this design two areas are selected and the dependent variable is measured in the both the area for an
identical time period before the treatment. The treatment is then introduced into the test area only, and
the dependent variable is measured in both for an identical time period after the introduction of the
treatment.
Ex post facto design
One variable of the after only design is called the ex post facto design. This differs from the after
only design because the experimental and control groups are selected after the experimental variable is
introduced instead of before. One advantage is that the test subject cannot be influenced, pro or con,
toward the subject by knowing they are being tested, since they are exposed to the experimental variable
before being selected for the sample.
Panel design
A permanent set of experimental units used in market research investigation is known as a panel. Panel
can be used both for exploratory and conclusive research. In such an experimental observation are
recorded at some pre d determined intervals of time and experimental variables can be introduced if and
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when desired. Here any two set of successive measurements between which some experimental variable
is introduced can be considered as before and after experimental measurements.
Simple test series experiments
Some dealers or retailers are selected for recording observation over certain period of time. Eg: to study
the impact of some advertising policy on sales, one may select some dealer or retailers. the sales during
a certain period before the advertisement and after the advertisement are recorded.
Recurrent time series design
Here the advertising policy is introduced, removed and introduced over different period of time and
sales over these periods are recorded.
Formal design
Completely randomized design
The main feature of this design is that the experimental treatments are assigned to the test units
completely at random. No prior precaution is needed to some extraneous variable before the assignment
is randomly made.
Randomized block design
It is an improvement over the CR design. In this design the principal of local control can be applied
along with the other two principles of experimental design. In this design subjects are first divided into
groups, known as blocks, such that within that group the subjects are relatively homogeneous in respect
to some selected variables
Latin square design
This design suggest that test will from a square because there will be as many tests units are treatments.
This design is used to control important extraneous influence. It is assumed that each treatment occurs
once with each store on a block. There are several stores in a block, there must be as many blocks as
there are treatments. It may be three, four and so on.
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2.5 Variables in research

Dependent and Independent variables
An independent variable is the presumed cause of the dependent variable- the presumed effect. When it
can say A cause B , it means A is independent variable and B is dependent variable. The independent
variable thus is one which explains or accounts variation in the dependent variable.
Experimental and measured variable
The experimental variable spell out the detail of the investigators manipulation while the measured
variable refer to measurement. For example, rural development(measured variable) may be assessed in
terms of increase in income, literacy, infrastructure......
Qualitative and quantitative variables
The Quantitative variable is one whose values or categories consist of number and differences between
its categories can be expressed numerically. Eg: age, income, size......The qualitative variable is one
which consist of discreet categories rather than numerical units
Categorical and numerical variables
Numerical variables are broken down into units in which the numbers used carry mathematical meaning.
The numbers may be either discrete (1,2,3,4..)which cannot be broken down into smaller fractional
quantities(no. Of children)or continuous.
2.6 Measurement and scaling
By measurement we mean the process of assigning numbers to objects or observations, the level of
measurement being a function of the rules under which the numbers are assigned.
According to kenneth D. Bailey: Measurement is the process of determining the value or level, either
qualitative or quantitative, of a particular attribute for a particular unit of analysis.
Basic process of measurement
I.
II.
Selecting observable empirical events

Developing a set of mapping rules- a scheme for assigning numbers or symbols to represent
aspect of the event being measured.
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III.
Applying the mapping rules to each observation of that event
Mapping rules
In measuring, one devices some mapping rule and then translate the observation of property indicants
using this rule. For each concept or construct, several types of measurement are possible; the appropriate
choice depends on what you assume about the mapping rules. Each one has its own set of underlying
assumption about how the numerical symbols correspond to real world observation.
Importance of measurement
1) Measurement allows researchers to quantify abstract construct and variables.
2) The level of statistical sophistication used to analyze data derived from a study is directly
dependent on the scale of measurement used to quantify the variables of interest.
Functions of measurement
Empirical description: it facilitates empirical description of social and psychological phenomena. Eg:-in
a study of a tribal community, the researcher has to classify and categorize the cultural patterns and
behaviors.
1) Facilitates statistical treatment: measurement renders data amenable to statistical
manipulation and treatment. The statistical techniques for comparing groups, studying
relationship between variables.
2) Aids testing of hypothesis: measurement facilitates testing of theories and hypothesis.
3) Provide differentiation in objects: measurement enables researchers to differentiate between
objects or people in terms of specific properties they possess.
Measurement scales
1) Nominal scale
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2) Ordinal scale
3) Interval scale
4) Ratio scale
Nominal scale
It represents the most elementary level of measurement. a nominal scale assigns a value to an object
for identification or classification purposes. The value can be a number because no quantities are
being represented. In this sense, a nominal scale is truly a qualitative scale. Nominal scales are
extremely useful even though they can be considered elementary.
Marketing researchers use this scale quite often. For example, suppose three old drinks were
experimented with taste. The researcher would like the experiment to be blind, so when subject were
asked to taste one of the three cold drink, the drinks were labeled A,B or C.
Ordinal scaling
Ordinal scales have nominal properties, but they also allow things to be arranged based on how
much of some concept they possess. In other words, an ordinal scale is a ranking scale. The ordinal
scale indicates the relative position of two or more objects or some characteristics. The consumers
are asked to rank preference for several brands, flavor or package designs. The measures of such
preference are ordinal in nature.
Interval scale
The interval scale has all characteristics of the ordinal scale and in addition, the units of measures or
intervals between successive positions are equal.
Eg:- a researcher scaled brand A,B and C on an interval scale regarding the buyers degree of liking
of the brands. Brand A receives the highest liking score 6, B received 3 and C receives 2. First the
liking for brand A is more favorable than that for brand B. second the degree of liking between A
and B is three times greater than the liking between B and C.
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Ratio scale
Ratio scale represents the highest form of measurement. They have all the properties of interval scale
with the additional attribute of representing absolute quantities. Interval scale represents only
relative meaning, whereas ratio scale represents absolute meaning. In other words, ratio scale
provides iconic measurement. Zero, therefore, has meaning in that it represents an absence of some
concept. An absolute zero is a defining characteristic in determining between ratio and interval scale.
Classification of scaling ttechniques
SCALING TECHNIQUES
Comparative scales
Paired comparison
Non-comparative scales
Continuous rating scales
Itemized rating scales
Rank order
Likert
Constant sum
Semantic differential
Stapel
Types of scaling Techniques

COMPARATIVE SCALES
Involve the respondent directly comparing stimulus objects.
e.g. How does Pepsi compare with Coke on sweetness
NON-COMPARATIVE SCALES
Respondent scales each stimulus object independently of other objects
e.g. How would you rate the sweetness of Pepsi on a scale of 1 to 10
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Paired comparison items

Please indicate which of the following airlines you prefer by circling your more preferred airline in each pair:
Air Canada
WestJet
Air Transat
Air Canada
Horizon Air
WestJet
Comparative constant sum scales
Allocate a total of 100 points among the following soft-drinks depending on how favorable you
feel toward each; the more highly you think of each soft-drink, the more points you should
allocate to it. (Please check that the allocated points add to 100.)
Coca-Cola
_____ points
7-Up
_____ points
Mirinda
____
Fanta
_____ points
Pepsi-Cola
_____ points
Total
100 points
points
Comparative rank order scales

Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference:
Coca-Cola
_____
7-Up
_____
Fanta
_____
Pepsi-Cola
_____
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Mountain Dew
_____
Semantic differential scale

Here are a number of statements that could be used to describe Tesco. For each statement tick ( ) the
box that best describes your feelings about Tesco.
Modern store
Old fashioned store
Low prices
High prices
Unfriendly staff
Friendly staff
Stapel Scale
QUALITY SERVICE VARIETY
+5
+5
+5
+4
+4
+4
+3
+3
+3
+2
+2
+2
+1
+1
+1
HIGH
POOR
-1
-1
-1
-2
-2
-2
-3
-3
-3
-4
-4
-4
-5
-5
-5
WIDE
Likert scale or 5 points scale
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Strongly
Disagree
disagree
Neither agree nor
Agree
disagree
Strongly
agree
Characteristics of good mmeasurement scales

1. Reliability
The degree to which a measure accurately captures a true outcome without error
synonymous with repetitive consistency
The degree to which a measure faithfully represents the underlying concept (it asks the
2. Validity
right questions)
3. Sensitivity
The ability to discriminate meaningful differences between attitudes. The more categories the more
sensitive (but less reliable
Reliability can be more easily determined than validity
If it is reliable, it may or may not be valid
If a measure is valid, it may or may not be reliable
If it is not reliable, it cannot be valid
If it is not valid, it may or may not be reliable

Example of low validity, high reliability
Scale is perfectly accurate, but is capturing the wrong thing; for example, it measures consumers
interest in creative writing rather than preference for kinds of stationery.
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Example of modest validity, low reliability
Scale genuinely measures consumers interest in kinds of stationery, but poorly worded items,
sloppy administration, data entry errors lead to random errors in data
2.6 Reliability
Reliability refers to how consistent a measuring device is. A measurement is said to be reliable
or consistent if the measurement can produce similar results if used again in similar
circumstances.
Validity
This refers to whether a study measures or examines what it claims to measure or examine. Valid
measures will ALWAYS be reliablebut reliable measures are not necessarily valid.
Reliability' of any research is the degree to which it gives an accurate score across a range of
measurement. It can thus be viewed as being 'repeatability' or 'consistency'. In summary:
Inter-rater: Different people, same test.
Test-retest: Same people, different times.
Parallel-forms: Different people, same time, different test.
Internal consistency: Different questions, same construct.
TEST-RETEST RELIABILITY
2 measures yield identical (or similar) results at 2 different times. The test-retest reliability
method is one of the simplest ways of testing the stability and reliability of an instrument
overtime. For example, a group of respondents is tested for IQ scores: each respondent is tested
twice - the two tests are, say, a month apart. Then, the correlation coefficient between two sets of
IQ-scores is a reasonable measure of the test-retest reliability of this test.
PARALLEL FORMS RELIABILITY
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Parallel forms reliability is used to assess the consistency of the results of two tests constructed
in the same way using the same content. To create the parallel forms a large pool of test
questions that measure the same quality are created and then randomly divided into two separate
tests. Each test is given to the same sample of people and the correlation between the two parallel
forms is used as an estimate of the reliability.
Content (Face) validity
Is the degree to which a test measures an intended content area, e.g., achievement tests. Example:
to measure knowledge of parenting skills could be obtained by consulting experts such as social
workers, parents. Judgment is dependent upon the knowledge of the experts
Construct validity
Is the degree to which a test measures an intended hypothetical construct? i.e., a non-observable
trait, such as intelligence, which explains behavior
Criterion validity
Describes the extent to which a correlation exists between the measuring instrument & standard
empirical evidence. E.g., the relationship between College Board examination and student
academic success in college. Two measures need to be taken: the measure of the test itself & the
criterion to which the test is related
Difference between reliability and validity
Reliability: the degree to which a measurement procedure produces similar outcomes when it is
repeated. E.g., gender, birthplace, mothers name should be the same always.
Validity: tests for determining whether a measure is measuring the concept that the researcher
thinks is being measured, i.e., Am I measuring what I think I am measuring?
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UNIT - III
3 INTRODUCTION
3.1 DATA COLLECTION-TYPES
3.2 PRIMARY DATA VS SECONDARY DATA
3.3 METHODS OF PRIMARY DATA COLLECTION
3.4 SURVEY VS OBSERVATION
3.5 SAMPLING PLAN AND SAMPLE SIZE
3.6 PROBABILITY AND NON-PROBABILITY SAMPLING METHODS
2. INTRODUCTION:
3.1 TYPES OF DATA: The task of data collection begins after a research problem has been defined
and researches design/chalked out. While deciding about method of data collection to be used for the
study, the researcher should keep in mind two types of data viz ,primary and secondary data.
The primary data are those data, which are collected afresh and for the first time, and those happen to be
original in character. The secondary data, on the other hand, are those which have already been collected
by someone else and which have already been passed through the statistical process.
Statistical data can be classified under two categories
1) primary data
2) secondary data
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Primary data
Primary data is the one, which is collected by the investigator himself for the purpose of a specific
inquiry or study. Such data is original in character and is generated by survey conducted by individuals
or research institutions or any organization.
The objectives of primary data are formulated on the basis of research objectives. Objectives set the
guidelines and direction research planning. Formulating the objectives offers the best feasible means of
solution.
Significance of primary data.
Reliability
Availability of a wide range of techniques
Addresses specific research issues
Greater control
Efficient spending for information
Limitations
Time consuming
High cost
Not always feasible
Large volume of data
Reluctance of respondents
Secondary data
Secondary data are those data which have been already collected and analyzed by some earlier
agency for its own use; and later the same data are used by a different agency.
Secondary data are statistics that already exist. It can be classified as
- Internal secondary data
-External secondary data
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Internal secondary data is a part of the company's record, for which research is already
conducted.
Eg: Daily production report, monthly collection report.
External Secondary data
The data collected by the researcher from outside the company.
This can be divided into four parts:
Census data
Census of the whole sale trade
Census of the retail trade
Population Census
Census of manufacturing industries
Individual project report being published
Encyclopedia of business information sources
Syndicated data is an important form of secondary data which may be

classified into
Consumer purchase data
Retailer and whole sale data
Advertising data
Advantages of secondary data
Economy
Quickness
Quality
No need of measuring instruments
Availability
Bases for comparison
Useful in exploratory research
Generates feasible alternatives
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Disadvantages of secondary data
The data may not fit into the needs of investigation
Less accuracy
Existence of obsolete information
Nondisclosure of research findings
There may be difficulties in the identification of source
Errors may be there in recording or transferring information from secondary sources
3.2 Primary data Vs secondary data

Basis of comparison
Primary data
Secondary data
Object
Originate with the specific Gathered

research undertaking
for
some
other
purpose but are applicable to

present investigation
Cost involved
Collection is expensive
Time consumption
Collection can take weeks or Collection

even months
Nature of errors
Collection is cheaper
time
usually
involves hours or days
Errors can be there due to There may be inaccuracies due

interviewer
and
respondent to errors in recording or
biases
transferring of the original

data
Accuracy and validity
The information is more valid, The validity of information

reliable and relevant
should be judged/evaluated
before using secondary data
Mode of collection
The information is to be Information already exists in

generated
either
by various
sources.
Data
are
questioning the people or by obtained by searching these

observing selected activities
sources and then recording

from various sources only.
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Need of auxiliary instruments
Data collection instruments No need of data collection

are to designed according to instruments.
the need of investigation
3.3 Methods of primary data collection

Methods of primary data collection
Survey method
Observation method
Survey techniques
Survey techniques can be divided into three broad categories as in figure below.
Survey
techniques
Interview method
Questionnaire method
Schedule
Interview method
Interviewing is one of the prominent methods of collection. It may be defined as a two-way systematic
conversation between an investigator and an informant, initiated for obtaining information relevant to a
Specific study.
Interviewing requires face to face contact over telephone and calls for interviewing skills. It is done by
using a structured schedule or an unstructured guide.
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Characteristics of interview method

Needs proper introduction
Incorporates transitory relationships
Caters to a specific purpose
Verbal interaction
Facilitates telephonic conversation
Group studies possible
Interactional process
Simultaneous recording
Types of interview
Personal interview
Unstructured and direct interview
Structured and direct interviews
Unstructured and indirect interviews
Telephone interview
Panel interview
Electronic interview
Limitations of interview method
Expensive
Subject to bias and personal traits
Ineffective in some areas
Recording complexities
demands skilled interviewers
subjective
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Questionnaire method
The questionnaire is the list of questions to be asked from the respondents. It also contains a suitable
space where the answers can be recorded.
A questionnaire is a method of obtaining specific information about a defined problem so that the data,
after analysis and interpretation, results in a better appreciation of the problem. a questionnaire form
,which has to be completed by an interviewer, is often referred as schedule
Types of questionnaire
Structured, non-disguised questionnaire
Non-structured, non-disguised questionnaire
Non-structured, disguised questionnaire
Structured, disguised
Process of Questionnaire designing
Determine what information is needed
What type of questionnaire to be used
Decide on the type of questions
Decide on the wording of questions
Deciding on the layout
Pretest
Revise and prepare final questionnaire
Validation of questionnaire
To achieve high quality survey result, a critical component is validating the instrument (questionnaire)
reliability and validity. The validity of questionnaire is assessed by three components
1. Content validation: It often refers face validity. Face validity is determined by comparing the
questionnaire with other similar questionnaire surveys.
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2. Sampling validity: It is another component of validation. A large sample size can ensure low
sampling errors and high sampling validity.
3. Empirical validity: It examines the survey result by comparison with other studies. The aim is
to check consistency with previous results. Empirical validation of questionnaire reliability often
involves two techniques:
i.
Test-retest techniques: It determines stability of measured indicators.
ii.
Construct validity : It is a score to determine internal consistency reliability, measured

by the Cronbach alpha
Schedule
It is a device in social research, which is most frequently used in collecting field data especially where
the survey method is employed. It is used in indirect interview. It contains questions and blank tables,
which are to be filled in by the investigators themselves after getting information from the respondents.
Difference between Questionnaire and schedule
Basis of difference
Questionnaire
Mode
The questionnaire is generally It is generally filled out the

sent
Schedules
through
mail
to researcher, who can interpret
informants to be answered as questions when necessary.

specified a covering letter, but
otherwise
without
future
assistance from the sender.

Economy
To
collect
questionnaire
data
is
through The
data
collection
is
relatively relatively expensive.
cheap and economical.

Chances of non-response
Non-response is usually in Non-response

case of questionnaire.
Identification of respondent
generally
very low in case of schedules.
In case of questionnaire, it is In
case
not always clear as to who identity
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is
of
of
schedule
the
respondent
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replies.
Time consumption
known.
The questionnaire method is In
case
of
schedule
the
likely to be very slow since information is collected well

many
respondents
do
not in time as they are filled in by
return the questionnaire, in researcher.

time
despite
several
reminders.
Personal contact
Personal contact is generally In case of schedules direct

not
possible
in
case
of personal contact is established
questionnaire.
Influence
of
with respondents.
respondents Questionnaire method can be In
literacy
case
of
schedule
the
used only when respondents information can be gathered

are literate and co-operative.
even the respondents happen

to be illiterate.
Coverage and distribution
Wider and more representative In respect of schedule there

distribution
of
sample
is usually reminds the difficulty
possible under questionnaire in sending enumerators over a

method.
Accuracy of information
relatively wider area.
Risk of collecting complete In case of schedules, the

and
right
relatively
information
more
is information
under generally
questionnaire method.
Success
collected
complete
is
and
accurate.
The success of questionnaire In case of schedules much

method lies more on the depends upon the honesty and
quality of questionnaire itself.
Appearance of questionnaire
competence of researcher.
In order to attract the attention This may not be so in case of

of respondents, the physical schedules as they are to be
appearance of questionnaire filled in by enumerators and
must be quite attractive.
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Observation Method
Structured or unstructured method
Disguised or undisguised method
Direct-indirect observation
Human-mechanical observation
Structured-Unstructured Observation
Structured Observation
How many of his customers visit the hotel with their families and how many come as single
customers.
Unstructured Observation
How single customers and those with families behave and their attitude
Disguised-Undisguised Observation
In disguised observation, the respondents do not know that they are being observed
In non-disguised observation, the respondents are well aware that they are being observed.
Direct-Indirect Observation
In direct observation, the actual behavior or phenomenon of interest is observed.
In in-direct observation, the results of the consequences of the phenomenon are observed.
Eg: Inorder to know the soft drinks consumption, he may like to observe empty bottles dropped
into the bin.
3.4 Survey Vs observation method
Basis of comparison
Survey method
Observation method
Objective
This method of collecting data This is decidedly superior to

is useful when population size survey
is very large.
research,
experimentation, or document
study for collecting data in
behavior research.
Response
Responds in survey method Response in observation is

based on verbal answers to neither as restrictive nor as
limited set of questions
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or experiment.
Difficulties of quantification
Measurement
in
survey Measurement in observational
studies generally takes the studies generally takes the

form
of
the
observers form of the observers un
quantitative measure.
Sample size
quantified perceptions.
Survey studies conducted for Observational studies tend to

large sample size.
use a smaller sample than

survey studies, but a larger
sample than experiments.
Qualitative techniques of Data collection

There are four major techniques in Qualitative research. They are:
Depth Interview
Delphi Technique
Focus Group
Projective Technique
Depth interview
Unstructured, direct interview is known as a depth interview. It is free from restrictions imposed
by a formal list of questions.
Eg: What did you mean by that statement? Why did you feel this way? What other reasons do
you have
Advantages
o It is its ability to discover motivations
o The second advantage of the depth interview procedure is that it encourages respondents
to express any ideas they have.
o The third advantage is that it provides a lot of flexibility to the interviewer.
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Limitations
o Longer duration
o Difficult to find the qualified and trained people for conducting depth interview
o No quantifiable data is obtained in the depth interviewing process
Delphi technique
This is a process where a group of experts in the field gather together. The group members are asked to
make individual judgments about a particular subject, these judgments are compiled and returned to the
group members, so that they can compare with those of others and revise, then reach conclusion after 5
to 6 rounds.
Projective techniques
In projective techniques, respondents are asked to interpret the behavior of users, rather than describe
their own behavior. In interpreting the behavior of others, respondents indirectly project their own
motivation and feelings into the situation.
The general categories of projective techniques are:
1. Word association test
2. Completion technique
3. TAT and
4. Cartoon test
Word Association Test
This is consists of presenting a series of stimulus words to the respondent.
For eg: What brand of detergent comes to your mind first, when I mention washing of an expensive
cloth?
Completion techniques
Sentence Completion
Eg: Earnings of software professional
Story Completion: A situation is described to a respondent who is asked to complete the story based on
his opinion and attitude.
Thematic Apperception Test
TAT is a projective technique. It is used to measure the attitude and perception of the individual.
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Some picture cards are shown to respondents. The respondent is required to tell the story by looking at
the picture. When the subjects start telling the story, the researcher notices the respondents expression,
pauses and emotions to draw the inference.
3.5 Sampling
A sample is a part of a target population, which is carefully selected to represent the population.
Sample Frame
Sampling frame is the list of elements from wh ich the sample is actually drawn. Actually, sampling
frame is nothing but the correct list of population.
Eg: Telephone directory, Product finder, Yellow pages
Distinction between Census and Sampling
Census refers to complete inclusion of all elements in the population. A sample is a sub-group of the
population
Sampling Process:
1. Define the population
2. Identify the sampling frame.
3. Specify the sampling unit
4. Selection of sampling method
5. Determination of sample size
6. Specify sampling plan
Define the population
Elements- Companys product
Sampling unit-Retail outlet, super market
Extent- Hyderabad and Secunderabad
Time-April 10 to May 10
Identify the sampling frame

Sampling frame could be
Telephone Directory
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Localities of a city using the municipal corporation listing
Any other list consisting of all sampling units.
Specify the sampling unit

Individuals who are to be contacted are the sampling units. If retailers are to be contacted in a
locality, they are the sampling units.
Selection of sampling method
This refers to whether a. Probability b. non-probability methods are used
Determine the sample size
We need to decide how many elements of the target population are to be chosen?
For eg: If it is an exploratory research, the sample size will be generally small. For conclusive
research, such as descriptive research, the sample size will be large.
Specify the sampling plan
A sampling plan should clearly specify the target population. Improper defining would lead to
wrong data collection.
3.6 Sampling Types/ Methods/ Techniques
Sampling is divided into two types.
Probability sampling: In a probability sample, every unit in the population has equal chances for
being selected as a sample unit.
Non-probability sampling: In the non-probability sampling, the units in the population have
unequal or negligible, almost no chances for being selected as a sample unit.
Probability sampling techniques
Random Sampling
Stratified random sampling
Systematic sampling
Cluster sampling
Multi-stage sampling
Random Sampling
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Simple random sample is a process in which every item of the population has an equal
probability of being chosen.
Lottery method:
We can now write down all the combination, put them in a box. Mix them and pull one at random.
Systematic Random sampling
Sampling interval K is determined by the following formula
K=No. of units in the population
______________________________
No. of units desired in the sample.
Stratified Random Sampling
A probability sampling procedure in which simple random sub-samples are drawn from within
different strata that are, more or less equal on some characteristics.
Proportionate stratified sampling: The number of sampling units drawn from each stratum is
in proportion to the population size of that stratum.
Disproportionate stratified sampling: The number of sampling units drawn from each stratum
is based on the analytical consideration, but not in proportion to the size of the population of that
stratum.
Cluster Sampling
The population is divided into clusters.
A simple random sample of few clusters is selected.
All the units in the selected cluster are studied
Multi-stage Sampling
The name implies that sampling is done in several stages. This is used with stratified cluster
designs. The management of a newly opened club is solicits new membership. During the first
rounds, all corporate were sent details so that those who are interested may enroll. Having
enrolled, the second round concentrates on how many are interested to enroll for various
entertainment activities that club offers such billiards, indoor sports.
information, you might stratify the interested respondents
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Area Sampling
If clusters happen to be some geographic subdivisions, in that case cluster sampling is better
known as area sampling.
Eg: If someone wants to measure the sales of toffee in retail stores, one might choose a city locality and
then audit toffee sales in retail outlets in those localities
Non-Probability Sampling
Judgment Sampling
The investigator uses his discretion in selecting sample observations from the universe.
Eg: Test market cities are being selected, based on the judgment sampling, because these cities are
viewed as typical cities matching with certain demographical characteristics.
Sequential Sampling
This is a method in which the sample is formed on the basis of a series of successive decisions.
Eg: If the evidence is not conclusive after a small sample, more samples are required. If the position is
still inconclusive, still larger samples are taken.
Quota Sampling
Quota sampling is quite frequently used in marketing research.
Suppose, 2,00,000 students are
appearing for a competitive examination. We need to select 1% of them based on quota sampling.
Category
Quota
General merit`
1,000
Sport
600
NRI
100
SC/ST
Total
300
2000
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Snow ball Sampling

In this method, the initial group of respondents is selected randomly. Subsequent respondents are being
selected based on the opinion or referrals provided by the initial respondents
Panel Samples
To give an example, suppose that one is interested in knowing the change in the consumption pattern of
households. A sample of households is drawn. These households are contacted to gather information on
the pattern of consumption. Subsequently, say after a period of six months, the same households are
approached once again and the necessary information on their consumption is collected.
Errors in Sampling/ Sampling bias

Sampling error is the gap between the sample mean and population mean.
An MNC bank wants to pick up a sample among the credit card holders. They can readily get a
complete list of credit card holders, which forms their data bank. From this frame, the desired
individuals can be chose. In this example, sample frame is identical to ideal population namely all credit
card holders. There is no sampling error in this case
Eg:2
Assume that a bank wants to contact the people belonging to a particular profession over phone to
market a home loan product. The sampling frame in this case is the telephone directory. Reasons may
be People might have migrated, Numbers have changed, Numbers may not be listed. Thus in this case,
there will be a sampling error
Non-Sampling Error/ Non-response Error

This occurs, because the planned sample and final sample vary significantly.
Eg: Marketers want to know about the television viewing habits across the country. They choose
500 households and mail the questionnaire. Assume that only 200 respondents reply. If there is
no response, then its Non-response error.
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Data Error
This occurs during the data collection, analysis or interpretation. Respondents sometimes give
distorted answers unintentionally for questions which are difficult, or if the question is
exceptionally long and the respondent may not have answer.
How to reduce Sampling Error
To choose appropriate sample size.
Non-sampling error
-
Provide incentives to collect data, against the golden rule of research.
Do not ask sensitive questions
Training the interviewer
Pretest the questionnaire
Modify the sampling frame to make it a representative of the population
How will you decide the sample size?

First factor must be considered in estimating sample size, is the error permissible.
Greater the desire precision, larger will be the sample size
Higher the confidence level in the estimate, the larger the sample must be.
The greater the number of sub-groups of interest within the sample, the greater its size must be.
Cost is a factor that determines the size of the sample.
The issue to be considered in deciding the necessary sample size is the actual number of
questionnaires that must be sent out. Calculation wise, we may send questionnaires to the
required number of people, but we may not receive the response.
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UNIT - IV
4 INTRODUCTION
4.1 DATA ANALYSIS-EDITING
4.2 UNIVARIATE ANALYSIS
4.3 BIVARIATE ANALYSIS
4.4 MULTIVARIATE ANALYSIS
4.5 DISCRIMINANT ANALYSIS
4.6 FACTOR ANALYSIS
4.7 CLUSTER ANALYSIS
4.8 CONJOINT ANALYSIS
4.9 MULTI-DIMENSIORNAL SCALING
4.10 APPLICATION OF SPSS FOR DATA ANALYSIS
1. INTRODUCTION:
4.1 Editing:
Data editing is the activity aimed at detecting and correcting errors (logical inconsistencies) in
data.
The customary first step in analysis is to edit the raw data. Editing detects errors and omissions,
corrects them when possible, and certifies that maximum data quality standards are achieved.
Alternately, recorded raw data is normally less than perfect and the first phase through which this data
must pass is editing. The editors purpose is to guarantee that data are:
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1. Accurate
2. Consistent with the intent of the question and other information in the survey
3. Uniformly entered
4. Complete
5. Arranged to simplify coding and tabulation
Objectives of data editing
To ensure the accuracy of data
To establish the consistency of data
To determine whether or not the data are complete
To ensure the coherence of aggregated data; and
To obtain the best possible data available
Different stages of Editing:

The editing may be done in two stages they are as follow:
1. FIELD EDITING
2. OFFICE EDITING
Field Editing:
The Field editing is a preliminary editing done to detect the glaring omissions and inaccuracies in
the data. It is useful to controlling the field force and removing misunderstanding.
For example:
If interviewers did not follow the correct patterns or if open ended responses reflect a lack of
probing. When poor interview is detected; supervisor may train the interviewer.
Office Editing:
It is another type of editing job of data collection performed by a centralized office staff
to perform. The researcher must set up a centralized office with all facilities for editing and coding
purpose by which coordination can be accomplished.
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The office editing is done after the field editing. This implies a complete and thorough scrutiny of the
questionnaire. There should be expert editors in the office to evaluate and examine the completed returns
of the respondents.
WHAT IS DATA CODING?
A systematic way in which to condense extensive data sets into smaller analyzable units
through the creation of categories and concepts derived from the data.
The process by which verbal data are converted into variables and categories of variables
using numbers, so that the data can be entered into computers for analysis.
WHEN TO CODE?
When testing a hypothesis (deductive), categories and codes can be developed before data is
collected.
When generating a theory (inductive), categories and codes are generated after examining the
collected data.
o Content analysis
o How will the data be used?
Categories and Variables
Variables:
Categories:
Gender
Male
Female
Age
18-25 26-33 3441
Do you like
ice cream?
yes
no
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DATA ENTRY
The process transforming data from a research project, such as answers to a survey questionnaire, to
computers
is
referred
to
as
data
entry.
computerized database or spreadsheet.
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4.2 Univariate Analysis

Only one variable (Eg: Blood types) Can calculate percentage (Eg. 30% have A blood group etc.)
4.3 Bivariate analysis is the simultaneous analysis of two variables (attributes). It explores the concept
of relationship between two variables, whether there exists an association and the strength of this
association, or whether there are differences between two variables and the significance of these
differences. There are three types of bivariate analysis.
Numerical & Numerical
Categorical & Categorical
Numerical & Categorical
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ANOVA
Tests the significance of group differences between two or more groups
Tests with two or more categories only determines that there is a difference between groups, but
doesnt tell which is different
eg: Do CAT scores differ for low- middle- and high-income students?
Analysis of Variance (ANOVA)

The ANOVA test assesses whether the averages of more than two groups are statistically different from
each other. This analysis is appropriate for comparing the averages of a numerical variable for more than
two categories of a categorical variable.
4.4 Multivariate Analysis
Many statistical techniques focus on just one or two variables. Multivariate analysis (MVA)
techniques allow more than two variables to be analysed at once.
Imagine out of the five senses you only had sight. From your perspective you could see the world
but you would not be able to hear the sounds around you, smell, and taste or feel things. Your
understanding of the world would be more limited. Most of us use all of our senses to understand
the world around us i.e. not just one measurement but the combination of several senses
working together. In multivariate analysis we use the information from many sources
simultaneously to get a better picture of our surroundings.
MANOVA
The general purpose of multivariate analysis of variance (MANOVA) is to determine whether
multiple levels of independent variables on their own or in combination with one another have an
effect on the dependent variables.
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4.5 Discriminate Analysis

In this analysis, two or more groups are compared. IN the final analysis, we need to find out whether
the groups differ one from another.
Eg; where discriminate analysis is used:
1. Those who buy our brand and those who buy competitors brand.
2. Good salesman, poor salesman, medium salesman.
3. Those who go to Food world to buy and those who buy in a kirana shop.
4. Heavy user, medium user and light user of the product.
4.6 Factor analysis
In purpose of Factor analysis is to group large set of variable factors into fewer factors. Each factor will
account for one or more component. Each factor a combination of many variables.
Customer feedback about a two-wheeler manufactured by a company.
The MR Manager prepares a questionnaire to study the customer feedback.
identified six variables or factors for this purpose. They are as follows:
1. Fuel efficiency (A)
2. Durability (B)
3. Comfort
4. Spare parts availability(D)
5. Break down frequency(E)
6. Price(F)
A, B,D,E into Factor-1
F into Factor-2
C into Factor-3
Factor-1 can be termed as Technical factor
Factor-2 can be termed as price factor;
Factor-3 can be termed a s personal factor
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For future analysis, while conducting a study to obtain customers opinion, three factors mentioned
above would be sufficient. One basic purpose of using factor analysis is to reduce the number of
independent variables in the study.
4.7 Cluster Analysis
It is used:
1. To classify personal or objects into small number of clusters or group.
2. To identify specific customer segment for the companys brand.
Cluster analysis is a technique used for classifying objects into groups. This can be used to sort data (a
number of people, companies, cities, brands or any other objects) into homogeneous groups based on
their characteristics. The result of cluster analysis is a grouping of the data into groups called clusters.
The researcher can analyze the clusters for their characteristics and give the cluster, names based on
these.
A housing finance corporation wants to identify and cluster the basic characteristics, lifestyles and
mindset of persons who would be availing housing loans. Clustering can be done based on parameters
such as interest rates, documentation, processing fee, number of installments. Etc.
Process
There are two ways in which Cluster Analysis can be carried out:
1. First, objects/respondents are segmented into a pre-decided number of clusters. In this case, a
method called non-hierarchical method can be used, which partitions data into the specified
number of clusters.
2. The second method is called the hierarchical method.
4.8 Conjoint Analysis
It is concerned with the measurement f the joint effect of two or more attributes that are important from
the customers point of view.
Eg: An airline would like to know, which is the most desirable
combination of attributes to a frequent traveler: a) Punctuality b) Air fare c) Quality of food served on
the flight, and d) Hospitality and empathy shown.
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Process
Design attributes for a product are first identified. For a shirt manufacturer, these could be design such
as designer shirts vs. plain shirts, this price of Rs 400 versus Rs. 800. The outlets can have exclusive
distribution or mass distribution. All possible combinations of these attribute levels are then listed out.
Each design combination will be ranked by customers and used as input data for conjoint analysis. Then
the utility of the products relative to price can be measured.
There are three steps in conjoint analysis
a. Identification of relevant products or service attributes.
b. Collection of data
c. Estimation/Evaluate the worth for the attribute chosen.
4.9 Multidimensional scaling (MDS)
It is a set of related statistical techniques often used in information visualization for exploring
similarities or dissimilarities in data. MDS is a special case of ordination. An MDS algorithm starts with
a matrix of itemitem similarities, and then assigns a location to each item in N-dimensional space,
where N is specified a priori. For sufficiently small N, the resulting locations may be displayed in a
graph or 3D visualization.
Types
MDS algorithms fall into a taxonomy, depending on the meaning of the input matrix:
1. Classical multidimensional scaling
Also known as Torgerson Scaling or TorgersonGower scaling, takes an input matrix giving
dissimilarities between pairs of items and outputs a coordinate matrix whose configuration minimizes a
loss function called strain.
2. Metric multidimensional scaling
A superset of classical MDS that generalizes the optimization procedure to a variety of loss functions
and input matrices of known distances with weights and so on. A useful loss function in this context is
called stress, which is often minimized using a procedure called stress majorization.
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3. Non-metric multidimensional scaling

In contrast to metric MDS, non-metric MDS finds both a non-parametric monotonic relationship
between the dissimilarities in the item-item matrix and the Euclidean distances between items, and the
location of each item in the low-dimensional space. The relationship is typically found using isotonic
regression.
Louis Guttman's smallest space analysis (SSA) is an example of a non-metric MDS procedure.
4. Generalized multidimensional scaling
An extension of metric multidimensional scaling, in which the target space is an arbitrary smooth nonEuclidean space. In case when the dissimilarities are distances on a surface and the target space is
another surface, GMDS allows finding the minimum-distortion embedding of one surface into another.
4.10 Application of SPSS
1. Start SPSS. Go to Windows Start menu and choose Programs, and the SPSS for Windows. Then the
Data Editor window will open.
2. Step 2
Appearing in the list boxes will be the variable names. Often it is best when these variable titles are
in alphabetical order so you may have to change the order. From the menu choose Edit then
Options, then go to the General Tab and select Display labels in the Variables list group. Select
Alphabetical and then click OK twice.
3. Step 3
Open a Data File. From the menu choose File, Open, Data. The Open File box will display. Double
click Tutorial folder, double click sample file folders, click the file demo.sav, click Open. From the
menus choose View and then Value Labels.
4. Step 4
Run an Analysis. From the menus choose Analyze, Descriptive Statistics, then Frequencies. The
frequencies dialog box will be displayed and the icons will provide the information needed about
the data type and level of measurement.
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How to use SPSS

1. Open SPSS and import your data. You can import your data set from an Excel file or any other CSV
file. To import your data, click "Open Another Type of File" and choose the file you would like to
import. If you would like to enter new data, simply click "Type in Data". When you have chosen a
data source, click "Ok."
2. Step 2
Edit your raw data in the variable view. There are two views in SPSS, (1) data view and (2) variable
view. Click the "Variable View" tab located on the bottom of the application and edit your raw data.
Here you can edit categories the name of your variable, type of variable and measurement category.
It is important to properly edit your variables, as many statistical tests will rely upon properly
formatted data.
3. Step 3
Choose a statistical test. Once you have entered and formatted your data, you will be ready to run a
statistical test. The most common tests are found in the "Analyze" tab located across the top of the
application.
4. Step 4
Paste your syntax. Before completing a statistical test, you should always paste your syntax by
clicking "Paste" in the dialog box. This will copy your syntax into a separate file. If the application
crashes, or you need to run the same test again, you can use the syntax file to initiate a statistical
test.
5. Step 5
View your output. Once your statistical test has been run, you can view the results in an output file
that will open in a separate window
Advantages of SPSS
SPSS is the statistical package most widely used by political scientists. There seem to be several
reasons why:
SPSS has been around since the late 1960s. Statistical Package for the Social Sciences,
Of the major packages, it seems to be the easiest to use for the most widely used statistical
techniques
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One can use it with either a Windows point-and-click approach or through syntax (i.e., writing
out of SPSS commands
Many of the widely used social science data sets come with an easy method to translate them
into SPSS; this significantly reduces the preliminary work needed to explore new data.
Disadvantages of SPSS
There are also two important limitations that deserve mention at the outset:
SPSS users have less control over statistical output than, But, once a researcher wants
greater control over the equations or the output, she or he will need to either choose another
package or learn techniques for working around SPSS
Once a researcher begins wanting to significantly alter data sets, he or she will have to either
learn a new package or develop greater skills at manipulating SPSS.
Overall, SPSS is a good first statistical package for people wanting to perform quantitative research in
social science because it is easy to use and because it can be a good starting point to learn more
advanced statistical packages.
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UNIT - V
5 INTRODUCTION
5.1 RESEARCH REPORT
5.2 TYPES OF REPORT
5.3 CONTENT OF A BUSINESS RESEARCH REPORT
5.4 EXECUTIVE SUMMARY
5.5 CHAPTERISATION
5.6 ROLE OF AUDIENCE
5.7 READABILITY, COMPREHENSION, TONE, FINAL PROOF
5.8 ETHICS IN RESEARCH
5.9 SUBJECTIVITY AND OBJECTIVITY IN RESEARCH
1. INTRODUCTION:
5.1 RESEARCH REPORT
The research report is the compilation of findings from a piece of research
A research report is a precise presentation of the work done by a researcher while

investigating a particular problem
RESEARCH REPORT WRITING

Report writing is the final stage of the business research and it is concerned with making the
findings available to the readers with varied interests. It is important to understand as to how to write a
report. Your final report should be in accordance with the writing style used at your university.
Whatever style you adopt, the content of the research report never varies. The final report of a research
exercise takes a variety of forms.
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A research report funded by an educational institution may be in the form of written document.
A research report may also take the form of an article in a professional journal.
NEED FOR RESEARCH REPORT
The purpose of research is to search for knowledge. (It is just to analyze a particular
situation and finding out some solution, that solution/result will be finished in the form
of report.)
Reporting is the process through which a basis ground is prepared for the exchange of
ideas or thoughts.
Reporting helps the researcher to make specific recommendation for a course of action
over, the phenomena, he studied. This is what actually expected in case of any study.
5.2 TYPES OF REPORT

1. Oral report
2. Written report
a) The Popular report
b) The report for the administration
c) The technical report
d) Formal report
ORAL REPORT
The oral reporting is that the oral presentation in meetings. For example: seminars,
conferences, symposia, etc. is mainly oral presentation.
WRITTEN PRESENTATION
When compare to oral report, the preparation and presentation of written is somewhat difficult
because in case of oral report the presenter can talk in their own style, but in case of written they should
be very careful about the alignment, meaning, words, language, etc.
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Written reports themselves are different types. In the context of reporting to management of a company,
reports are classified as: external and internal reports; routine and special reports; and operating and
special reports.
A useful classification of research reports seems to be the one based on the audience, i.e., the people to
whom the reports is meant. On this basis, written reports can be categorized as follows:
The popular report
The report for the administration
The technical report
Formal report
Popular report: This is the report meant to be read by public in the developments taking place around
them. For example: a researcher has worked on denudation of forest and ecological balance (research
on forest i.e., about cause and effects of cutting and destroying trees in forest).the public in this context
would be interested in such facts as the extent of forests, denudation, impact of denudation on ecology
and specific sectors like agriculture.
The report for the administration: Many of the business reports are of this type. They may be
submitted to any level. Usually, Supervisors submit periodical reports about production, machinery
maintenance, overtime, etc. Similar reports are also submitted by the middle level managers to the top
level management
The technical reports: A technical report is written by an expert to be read by another expert. In this
sense, a thesis is a technical report intended to be read by another researcher.
Formal report: A formal report is used to document the results of an experiment, a design, or to pass on
any type of information in a formal style. When writing a formal report it is important to ensure good
English use and to follow the correct format as like as follow:
Abstract or summary
Outline
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Introduction
Discussion
Conclusion
Recommendations
appendix
Research report format: The following outline is the suggested format for writing the research report
1. Title page
2. Letter of authorization
3. Summary of findings
4. Table of content
List of tables
List of figures
5. Introduction
Background to the research problem
Objectives
Hypothesis
6. Methodology
7. Data collection
Sample and sampling method
8. Statistical or qualitative methods used for data analysis

9. Sample description
10. Findings
11. Limitations
12. Results, interpretation and conclusions.
13. Recommendation
14. Appendices
15. Bibliography
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5.3 CONTENT OF A BUSINESS RESEARCH REPORT:
Problem definition
Research objectives
Background material
Methodology
Sampling design
Research design
Data collection
Data analysis
Limitation
Findings
Conclusions
Recommendations
Appendices
Bibliography
Index
Conclusion
5.4 EXECUTIVE SUMMARY

Executive summary is a term used in business for a short document that summarizes a longer
report, in such a way that readers can rapidly become acquainted with a large body of material without
having to read it all.
Steps to write an executive summary:
Step 1: Plan to create a summary each time you write a business report exceeding four pages.
Write the summary after you write the main report, and make sure it is no more than 1/10 the length of
the main report.
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Step 2: List the main points the summary will cover in the same order they appear in the main
report.
Step 3: write a simple declarative sentence for each of the main point
Step 4: Add supporting or explanatory sentences as needed, avoiding unnecessary technical
material and jargon.
Step 5: Read the summary slowly and critically, making sure it conveys your purpose, message
and key recommendations. You want readers to be able to skim the summary without missing the point
of the main report.
Step 6: Check the errors of style, spelling, grammar and punctuation. Ask a fellow writer to
proofread and edit the document.
Step 7: Ask a nontechnical person- for example, your parents or your spouse to read the
document. If it confuses or bores them, the summary probably will have the same effect on other
nontechnical readers.
5.5 CHAPTERISATION
Chapterisation means scanning of the entire report taken by the researcher. The subject of the
report is to be divided into different parts, arrange them in a systematic way and mention which aspects
of them in a systematic way and mention which aspects of the research will be studied in which chapter.
It should be planned that one chapter will seems to be a continuation of the previous one.
CHAPTERS AND THEIR CONTENT:
Introduction
Review of related literature
Design of the study
Analysis and interpretation of data
Main findings and recommendation
Summary
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Writing a Report
During your studies you may be required to research a particular area and produce a report. For Instance
depending on your area of study you might be asked to write a report on the performance.
Some of the reasons we write reports are to
Inform
Make proposals or recommendations for change
Analyze and solve problems
Present the findings of an investigation or project
Record progress
Your lecturer or teacher will usually provide you with the following information
The topic or subject of the report
The required length and due date
A clear idea of its purpose and who will read it
The format headings to be used and their order
5.6 ROLE OF AUDIENCE
Audience Research is an important tool to study the characteristics of target audience for various
media including demographic and psycho-graphic details of the audience, their exposure to various
media, listening/viewing/reading habits, needs and tastes for various media contents and moreover, to
estimate the size of audience for various programmes and programme ratings.
Audience Research on the one hand provides programme feedback to programme produces to
prepare audience friendly programmes and on the others provides audience share for the various media
contents to advertisers and marketers which in turn , helps in fixing rates for the various programmes
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and channels. Thus, this gives consumer insight to the stakeholders and works as eyes and ears for the
media organizations.
5.7 READABILITY
Readability is the ease in which text can be read and understood. Various factors to measure
readability have been used, such as "speed of perception," "perceptibility at a distance," "perceptibility
in peripheral vision," "visibility," "the reflex blink technique," "rate of work" (e.g., speed of reading),
"eye movements," and "fatigue in reading."
Readability is distinguished from legibility which is a measure of how easily individual letters
or characters can be distinguished from each other. Readability can determine the ease in which
computer program code can be read by humans, such as through embedded documentation.
COMPREHENSION
In general usage, and more specifically in reference to education and psychology, it has roughly the
same meaning as understanding. Reading comprehension measures the understanding of a passage of
text.
Reading comprehension
It is defined as the level of understanding of a text. This understanding comes from the interaction
between the words that are written and how they trigger knowledge outside the text.
TONE IN WRITING: In written composition, tone is often defined as what the author (rather than the
reader) feels about the subject. (What the reader feels about it, by contrast, is referred to as the mood.)
Tone is also sometimes confused with voice, which can be explained as the authors personality
expressed in writing. Tone is established when the author answers a few basic questions about the
purpose of the writing:
Why am I writing this?
Who am I writing it to?
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What do I want the readers to learn, understand, or think about?

Tone depends on these and other questions. In expository, or informative, writing, tone should be
clear and concise, confident but courteous. The writing level should be sophisticated but not pretentious,
based on the readers familiarity with or expertise in the topic, and should carry an undertone of
cordiality, respect, and, especially in business writing, an engagement in cooperation and mutual benefit.
FINAL PROOFREADING
After finishing the documentation, one is ready to proofread the report and to prepare final
manuscript. Proofreading is the process of checking work for errors in spelling, grammar, usage, level of
language, capitalization, punctuation, and documentation. Final editing of the report should be taken-up
after completing the writing of research report. This helps in identifying mistakes, if any, better and
correcting the mistakes.
GUIDELINES FOR PROOFREADING
Double check the spellings of proper names, such as the names of people and places.
Check to see that the quotations you have used fit grammatically into the sentences in which they
appear.
Check to see that your language is not too informal
Check all titles of works to make sure that these rules have been followed.
Check every sentence to make sure that it has an end mark. If the sentence ends with a
parenthetical citation, make sure that the citations appears before the end mark. In the case of a
long, indented quotation , the citation should follow the end mark
Check every quotation in the body of the text to make sure that it begins and ends with quotation
mark.
Check to see that you have used points of ellipsis properly in edited quotations.
Make sure that every citation corresponds to an entry in the works cited list.
Make sure that quotation, summary, or paraphrase is followed by a parenthetical citation.
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5.8 ETHICS IN RESEARCH

Although most people acquire their sense of right and wrong during childhood, moral
development occurs throughout life and human beings pass through different stages of growth as they
mature. Ethical norms are so ubiquitous that one might be tempted to regard them as simple
commonsense.
ETHICAL BEHAVIOUR OF RESEARCH
The following is a rough and general summary of some ethical principles that various codes address*:
Honest: Strive for honesty in all scientific communications. Honestly report data, results, methods and
procedures, and publication status. Do not fabricate, falsify, or misrepresent data. Do not deceive
colleagues, granting agencies, or the public.
Objectivity: Strive to avoid bias in experimental design, data analysis, data interpretation, peer review,
personnel decisions, grant writing, expert testimony, and other aspects of research where objectivity is
expected or required. Avoid or minimize bias or self-deception. Disclose personal or financial interests
that may affect research.
Integrity: Keep your promises and agreements; act with sincerity; strive for consistency of thought and
action.
Carefulness: Avoid careless errors and negligence; carefully and critically examine your own work and
the work of your peers. Keep good records of research activities, such as data collection, research
design, and correspondence with agencies or journals.
Openness: Share data, results, ideas, tools, resources. Be open to criticism and new ideas.
Respect for Intellectual Property: Honor patents, copyrights, and other forms of intellectual property.
Do not use unpublished data, methods, or results without permission. Give credit where credit is due.
Give proper acknowledgement or credit for all contributions to research.
Confidentiality: Protect confidential communications, such as papers or grants submitted for
publication, personnel records, trade or military secrets, and patient records.
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Responsible Publication: Publish in order to advance research and scholarship, not to advance just your
own career. Avoid wasteful and duplicative publication.
Competence: Maintain and improve your own professional competence and expertise through lifelong
education and learning; take steps to promote competence in science as a whole.
Legality: Know and obey relevant laws and institutional and governmental policies.
Human Subjects Protection: When conducting research on human subjects, minimize harms and risks
and maximize benefits; respect human dignity, privacy, and autonomy; take special precautions with
vulnerable populations; and strive to distribute the benefits and burdens of research fairly.
5.9 SUBJECTIVITY AND OBJECTIVITY OF RESEARCH:
SUBJECTIVITY refers to that the results are researcher -dependent. Different researchers
may reach different conclusions based on same interview. In contrast, when a survey respondent
provides a commitment score on a quantitative scale, it is thought to be more objective because the
number will be the same no matter what researcher is involved in the analysis.
Subjectivity guides everything from the choice of topic that one studies, to formulating hypotheses, to
selecting methodologies, and interpreting data.
OBJECTIVITY pre-supposes an independent reality that can be grasped. If there is no
independent reality, or if reality cannot be apprehended, or if reality is mere the concoction of the
observer, then the notion of objectivity is moot.
DIFFICULTIES IN ACHIEVING OBJECTIVITY OF RESEARCH:
Objectivity is the first condition of research. It means willingness and ability to examine
the evidence dispassionately. In other words, objectivity, means basing conclusion on facts without any
bias judgment. This difficulty arises out of the adverse influences of:
1. Personal prejudices and bias,
2. Value judgments,
3. Ethic dilemma, and Complexity of social phenomenon
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PPG INSTITUTE OF TECHNOLOGY

PPG BUSINESS SCHOOL

LECTURE NOTES - II SEMESTER

ACADEMIC YEAR: 2012-2013

SUBJECT: BUSINESS RESEARCH METHODS

PPG INSTITUTE OF TECHNOLOGY

PPG BUSINESS SCHOOL

ACADEMIC YEAR: 2012-2013

PPG INSTITUTE OF TECHNOLOGY

PPG BUSINESS SCHOOL

LECTURE NOTES - II SEMESTER

ACADEMIC YEAR: 2012-2013

Formulating the working hypotheses

PPG INSTITUTE OF TECHNOLOGY

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1.3 Types of research

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LECTURE NOTES - II SEMESTER

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It is for assessing the effectiveness of social or economic programmes implemented

Ex: (Polio drops)

For assessing the impact of development projects

Ex: (irrigation projects)

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LECTURE NOTES - II SEMESTER

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Ex: (Creating awareness about HIV)

It is a system of procedures and techniques of analysis applied to quantitative data

It consists of mathematical model

It aims in testing hypothesis and specifying and interpreting relationship

Study of past record and other information sources

understand the present and to anticipate the future.

It is fact finding study

It involves collection of data directly from a population

PPG INSTITUTE OF TECHNOLOGY

PPG BUSINESS SCHOOL

LECTURE NOTES - II SEMESTER

ACADEMIC YEAR: 2012-2013

It is an in-depth comprehensive study of a person, a social groups , an episode, a process

Ex: a study of the financial health of a business undertaking

A study of labor participation in management in a particular enterprises

A study of life style of working women

PPG INSTITUTE OF TECHNOLOGY

PPG BUSINESS SCHOOL

LECTURE NOTES - II SEMESTER

ACADEMIC YEAR: 2012-2013

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Benefits of empirical research

PPG INSTITUTE OF TECHNOLOGY

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LECTURE NOTES - II SEMESTER

ACADEMIC YEAR: 2012-2013

Establishing a baseline measure,

Describing charges over time,

Keeping track of trends and

Forecasting future trends.

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