BRM

Notes from MMS session 1 PPT :-

• Definition of Market Research : “The systematic and objective identification, collection, analysis,
dissemination and use of information for the purpose of improving decision making related to the
identification and solutions of problems and opportunities in marketing”
• Research method vs methodology :
METHODOLOGY - How the research should be done i.e. the PROCEDURE
METHOD - Techniques used to obtain and analyze data
• Types of Research :-
1. Based on Purpose –
(1) Basic/fundamental/pure research - Understanding of Fundamental Principles
(2) Applied Research - Addressing a particular problem or opportunity
(3) Action Research - To justify actions
(4) Evaluation Research - Prescriptive based on logic and experience
2. Based on Reason -
(1) Problem/Opportunity Identification -
o Market Potential
o Market Share
o Image
o Market Characteristics
o Sales Analysis
o Forecasting
o Business Trends
(2) Problem Solving -
o Segmentation
o Product
o Pricing
o Promotion
o Distribution
3. Based on Method –
(1) QUANTITATIVE – HOW MUCH
(2) QUALITATIVE - WHY
4. Based on Methodology (procedure) –
(1) Exploratory
(2) Descriptive
(3) Co-relation
(4) Explanatory
• Categories of Research –
1. Laboratory Experiments
2. Field Experiments
3. Field Studies
4. Survey Research

Notes from Dec LR lect :-

• What is LR? - The selection of available documents(both published and unpublished) on the topic,
which contain information, ideas, data and evidence written from a particular standpoint to fulfill
certain aims or express certain views on the nature of the topic and how it is to be investigated, and
the effective evaluation of these documents in relation to the research being proposed.
Sections Aim

• Introductions To show the aims, objectives, scope, rationale and design features of the
research. The rationale is usually supported by references to other works
which have already identified the broad nature of the problem

• Literature To demonstrate skills in library searching; to show command of the subject

Review area and understanding of the problem; to justify the research topic, design
and methodology

• Methodology To show the appropriateness of the techniques used to gather data and the
methodological approaches employed. Relevant references from the
literature are often used to show an understanding of data collection
techniques and methodological implications, and to justify their use over
alternative techniques

• Role of a LR :
What it does to you? –
o Establishes you as a Subject Matter Expertise
o Arms you with which Sources to draw upon
o Prepares you for Arguments that have been made
o Acts as a Gateway to show that own research can be initiated
o Identify Gaps in existing research
o Asserts Unique Contribution of your study
• Types of LR –
o EVALUATIVE - Focusses on Coverage and Contribution in a domain area
Compares directly wherein findings are available.
o EXPLORATORY - Seeks to find out what exists in theory, evidence and research methods
Identifies unanswered questions a.k.a research gap
o INSTRUMENTAL - Seeks to find out how to conduct research in a specific area
Best way to conduct without additional resources
o SYSTEMATIC - Seeks to obtain fresh data
Mainly used in Medical LR
o META ANALYSIS - Combines Results
Employs Statistical Analysis
• Styles/categories of LR –
o Argumentative
o Integrative
o Historical
o Methodological
o Systematic - Cause and Effect approach
o Theoretical - All of the above
• LR process (SALSA framework and 4 stages) –
o SEARCH - Research Scope, All papers
o APPRAISAL - Relevant Papers
o SYNTHESIS - Extracted Data
o ANALYSIS - Review Results
• How to write/reporting of LR –
WHAT IT IS NOT
o It is not an essay/paper
o it is not to state or prove your main points.
WHAT IT IS
o Major Work
o Narrow Topic
o Reviewed - Snapshot, Major Concepts, Relationships, Timeline, Extraction major elements
5 Macro Steps –
 STRIP THE SUMMARIES
 REORDER PARAGRAPHS
 COMBINE PARAGRAPHS
 ADD TOPIC SENTENCES AND TRANSITIONS
 ADD INTRODUCTION AND CONCLUSION