Siddhartha Sen

Roll Number: 581117638

MBA- III Semester

MB0050 Research Methodology - 4 Credits Assignment Set - 1 Q1. Why should a manger know about research when the job entails managing people, products, events, environments, and the like? Ans: The manager, while managing people, products, events, and environments will invariably face problems, big and small, and will have to seek ways to find long lasting effective solutions. This can be achieved only through knowledge of research even if consultants are engaged to solve problems. 1) Research extends knowledge of human beings, social life and environment. The search is for answers for various types of questions: What, Where, When, How and Why of various phenomena, and enlighten us. 2) Research brings to light information that might never be discovered fully during the ordinary course of life. 3) Research establishes generalizations and general laws and contributes to theory building in various fields of knowledge. 4) Research verifies and tests existing facts and theory and these help improving our knowledge and ability to handle situations and events. 5) General laws developed through research may enable us to make reliable predictions of events yet to happen. 6) Research aims to analyze inter-relationships between variables and to derive causal explanations: and thus enables us to have a better understanding of the world in which we live. The primary purpose for applied research (as opposed to basic research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Research can use the scientific method, but need not do so. The goal of the research process is to produce new knowledge, which takes three main forms (although, as previously discussed, the boundaries between them may be fuzzy): Exploratory research, which structures and identifies new problems Constructive research, which develops solutions to a problem Empirical research, which tests the feasibility of a solution using empirical evidence The research room at the New York Public Library, an example of secondary research in progress. Research can also fall into two distinct types: Primary research Secondary research

Siddhartha Sen

Roll Number: 581117638

In social sciences and later in other disciplines, the following two research methods can be applied, depending on the properties of the subject matter and on the objective of the research: Qualitative research Quantitative research Research is often conducted using the hourglass model Structure of Research. The hourglass model starts with a broad spectrum for research, focusing in on the required information through the methodology of the project (like the neck of the hourglass), then expands the research in the form of discussion and results. Research and development is nowadays of great importance in business as the level of competition, production processes and methods are rapidly increasing. It is of special importance in the field of marketing where companies keep an eagle eye on competitors and customers in order to keep pace with modern trends and analyze the needs, demands and desires of their customers. Unfortunately, research and development are very difficult to manage, since the defining feature of research is that the researchers do not know in advance exactly how to accomplish the desired result. As a result, higher R&D spending does not guarantee more creativity, higher profit or a greater market share. Q2. a. How do you evolve research design for exploratory research? Briefly analyze. b. Briefly explain Independent dependent and extraneous variables in a research design. Ans: a) 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 hypothesis 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. Inbuilt flexibility in research design is needed because the research problem, broadly defined initially, is transformed into one with more precise meaning in exploratory studies, which fact may necessitate changes in the research procedure for gathering relevant data. Generally, the following three methods in the context of research design for such studies are talked about: 1. The survey of concerning literature happens to be the most simple and fruitful method of formulating precisely the research problem or developing hypothesis. Hypothesis stated by earlier workers may be reviewed and their usefulness be evaluated as a basis for further research. It may also be considered whether the already stated hypothesis suggests new hypothesis. In this way the researcher should review and build upon the work already done by others, but in cases where hypothesis have not yet been formulated, his task is to review the available material for deriving the relevant hypothesis from it. Besides, the bibliographical survey of studies, already made in ones area of interest may as well as made by the researcher for precisely formulating the problem. He should also make an attempt to apply concepts and theories developed in different research contexts to the area in which he is himself working.

Siddhartha Sen

Roll Number: 581117638

Sometimes the works of creative writers also provide a fertile ground for hypothesis formulation as such may be looked into by the researcher. 2. Experience survey means the survey of people who have had practical experience with the problem to be studied. The object of such a survey is to obtain insight into the relationships between variables and new ideas relating to the research problem. For such a survey, people who are competent and can contribute new ideas may be carefully selected as respondents to ensure a representation of different types of experience. The respondents so selected may then be interviewed by the investigator. The researcher must prepare an interview schedule for the systematic questioning of informants. But the interview must ensure flexibility in the sense that the respondents should be allowed to raise issues and questions which the investigator has not previously considered. Generally, the experience of collecting interview is likely to be long and may last for few hours. Hence, it is often considered desirable to send a copy of the questions to be discussed to the respondents well in advance. This will also give an opportunity to the respondents for doing some advance thinking over the various issues involved so that, at the time of interview, they may be able to contribute effectively. Thus, an experience survey may enable the researcher to define the problem more concisely and help in the formulation of the research hypothesis. This, survey may as well provide information about the practical possibilities for doing different types of research. 3. Analyses of insight-stimulating examples are also a fruitful method for suggesting hypothesis for research. It is particularly suitable in areas where there is little experience to serve as a guide. This method consists of the intensive study of selected instance of the phenomenon in which one is interested. For this purpose the existing records, if nay, may be examined, the unstructured interviewing may take place, or some other approach may be adopted. Attitude of the investigator, the intensity of the study and the ability of the researcher to draw together diverse information into a unified interpretation are the main features which make this method an appropriate procedure for evoking insights. Now, what sorts of examples are to be selected and studied? There is no clear cut answer to it. Experience indicates that for particular problems certain types of instances are more appropriate than others. One can mention few examples of insight-stimulating cases such as the reactions of strangers, the reactions of marginal individuals, the study of individuals who are in transition from one stage to another, the reactions of individuals from different social strata and the like. In general, cases that provide sharp contrasts or have striking features are considered relatively more useful while adopting this method of hypothesis formulation. Thus, in an exploratory of formulative research study which merely leads to insights or hypothesis, whatever method or research design outlined above is adopted, the only thing essential is that it must continue to remain flexible so that many different facets of a problem may be considered as and when they arise and come to the notice of the researcher. b) Dependent and Independent variables: A magnitude that varies is known as a variable. The concept may assume different quantitative values, like height, weight, income, etc. Qualitative variables are not quantifiable in the strictest sense of objectivity. However, the qualitative phenomena may also be quantified in terms of the presence or absence of the

Siddhartha Sen

Roll Number: 581117638

attribute considered. Phenomena that assume different values quantitatively even in decimal points are known as continuous variables. But, all variables need not be continuous. Values that can be expressed only in integer values are called non-continuous variables. In statistical term, they are also known as discrete variable. For example, age is a continuous variable; where as the number of children is a non-continuous variable. When changes in one variable depends upon the changes in one or more other variables, it is known as a dependent or endogenous variable, and the variables that cause the changes in the dependent variable are known as the independent or explanatory or exogenous variables. For example, if demand depends upon price, then demand is a dependent variable, while price is the independent variable. And if, more variables determine demand, like income and prices of substitute commodity, then demand also depends upon them in addition to the own price. Then, demand is a dependent variable which is determined by the independent variables like own price, income and price of substitute. Extraneous variable: The independent variables which are not directly related to the purpose of the study but affect the dependent variable are known as extraneous variables. For instance, assume that a researcher wants to test the hypothesis that there is relationship between childrens school performance and their self-concepts, in which case the latter is an independent variable and the former, the dependent variable. In this context, intelligence may also influence the school performance. However, since it is not directly related to the purpose of the study undertaken by the researcher, it would be known as an extraneous variable. The influence caused by the extraneous variable on the dependent variable is technically called as an experimental error. Therefore, a research study should always be framed in such a manner that the dependent variable completely influences the change in the independent variable and any other extraneous variable or variables. Q3. a. Differentiate between Census survey and Sample Survey. b. Analyze multi-stage and sequential sampling. Ans: A survey is a commonly used method of sampling the population on various issues to find out what the majority of people think. This is often done by companies to find out how consumers feel about products or services. Surveys are carried out all over the world, with two of the most popular types being a census survey and a sample survey. Although both of these kinds of surveys are similar, they are done in a different manner and produce different results. The choice of which survey to use often depends on how much time is available, as well as on other circumstances. A sample is portion of the population of a specific location and a census is refers to everyone in the population. This means that a census survey is much larger in scope than a sample survey. It takes a lot more time to complete because information needs to be gathered about every single person. A sample survey is only done on a small number of the people and the results are then analyzed and extended to the population as a whole.

Siddhartha Sen

Roll Number: 581117638

Census surveys are usually carried out by governments. The process is expensive and timeconsuming because a large number of people are involved in collecting the information and policies have to be formulated so that they apply to the general population. In order for the government to know how many people live in the country, it has to count every person. In this case a sample survey would not produce the desired results. However, if the government wanted to find out how many cancer patients would be interested in a specific program, a sample survey that uses a number of cancer patients would suffice and the result would be generalized according to the ratio of those surveyed to the total number of patients. Errors do occur in a sample survey and although they can be minimized, they cannot be eliminated entirely. A census survey is accurate because it involves everyone. A sample survey is used when it is not feasible to do a census survey. Summary Two ways of gathering information from people is through a sample survey and a census survey. Every individual is surveyed in a census survey. A census survey is very broad, time consuming and expensive. A sample survey uses a portion of the population. There is a margin of error in a sample survey. b) Multi-stage sampling: In multi-stage sampling method, sampling is carried out in two or more stages. The population is regarded as being composed of a number of second stage units and so forth. That is, at each stage, a sampling unit is a cluster of the sampling units of the subsequent stage. First, a sample of the first stage sampling units is drawn, then from each of the selected first stage sampling unit, a sample of the second stage sampling units is drawn. The procedure continues down to the final sampling units or population elements. Appropriate random sampling method is adopted at each stage. It is appropriate where the population is scattered over a wider geographical area and no frame or list is available for sampling. It is also useful when a survey has to be made within a limited time and cost budget. The major disadvantage is that the procedure of estimating sampling error and cost advantage is complicated. Sub-sampling is a part of multi-stage sampling process. In a multi-stage sampling, the sampling in second and subsequent stage frames is called sub-sampling. Sub-sampling balances the two conflicting effects of clustering i.e., cost and sampling errors. Sequential Sampling: Double sampling refers to the subsection of the final sample form a pre-selected larger sample that provided information for improving the final selection. When the procedure is extended to more than two phases of selection, it is then, called multi-phase sampling. This is also known as sequential sampling, as sub-sampling is done from a main sample in phases. Double sampling or multiphase sampling is a compromise solution for a dilemma posed by undesirable extremes. The statistics based on the sample of n can be improved by using ancillary information from

Siddhartha Sen

Roll Number: 581117638

a wide base: but this is too costly to obtain from the entire population of N elements. Instead, information is obtained from a larger preliminary sample nL which includes the final sample n. Q4. List down various measures of central tendency and explain the difference between them? Ans: Analysis of data involves understanding of the characteristics of the data. The following are the important characteristics of a statistical data: a) Central tendency b) Dispersion c) Skew ness d) Kurtosis In a data distribution, the individual items may have a tendency to come to a central position or an average value. For instance, in a mark distribution, the individual students may score marks between zero and hundred. In this distribution, many students may score marks, which are near to the average marks, i.e. 50. Such a tendency of the data to concentrate to the central position of the distribution is called central tendency. Central tendency of the data is measured by statistical averages. Averages are classified into two groups. 1. Mathematical averages 2. Positional averages Statistical Averages Mathematical averages Arithmetic mean Geometric mean Harmonic mean Positional averages Median Mode

Arithmetic mean, geometric mean and harmonic mean are mathematical averages. Median and mode are positional averages. These statistical measures try to understand how individual values in a distribution concentrate to a central value like average. If the values of distribution approximately come near to the average value, we conclude that the distribution has central tendency. Arithmetic Mean Arithmetic mean is the most commonly used statistical average. It is the value obtained by dividing the sum of the item by the number of items in a series. Symbolically we say Arithmetic mean = X/n Where X = the sum of the item N = the number of items in the series. If x1 x2 x3 xn are the values of a series, then arithmetic mean of the series obtained by

Siddhartha Sen

Roll Number: 581117638

(x1 + x2 + x3 +xn) / n. If put (x1 + x2 + x3 +xn) = X, then arithmetic mean = X/n When frequencies are also given with the values, to calculate arithmetic mean, the values are first multiplied with the corresponding frequency. Then their sum is divided by the number of frequency. Thus in a discrete series, arithmetic mean is calculated by the following formula. Arithmetic mean = fx/ f Where, fx = sum the values multiplied by the corresponding frequency. f = sum of the frequency If x1 x2 x3 xn are the values of a series, and f1 f2 f3 fn are their corresponding frequencies, Arithmetic mean is calculated by (f1 x1 + f2 x2 + f3x3 + fn xn) / (f1 + f2 + f3 + fn) or Arithmetic mean = fx / f Geometric Mean Geometric mean is defined as the nth root of the product of N items of a series. If there are two items in the data, we take the square root; if there are three items we take the cube root, and so on. Symbolically, GM = n 2 1 ...x .x x n Where x1, x2. ..xn are the items of the given series. To simplify calculations, logarithms are used. Accordingly, GM = Anti log of (log x /n) In discrete series GM = Anti log of f . log x / f Harmonic Mean In individual series HM = N / (1/x) In discrete series HM = N / f (1/m) N = Total frequency M = Mi values of the class Median Median is the middlemost item of a given series. In individual series, we arrange the given data according to ascending or descending order and take the middlemost item as the median. When two values occur in the middle, we take the average of these two values as median. Since median is the central value of an ordered distribution, there occur equal number of values to the left and right of the median. Individual series Median = (N+ 1 / 2) th item

Siddhartha Sen

Roll Number: 581117638

Mode Mode is the most repeating value of a distribution. When one item repeats more number of times than other or when two items repeat equal number of times, mode is ill defined. Under such case, mode is calculated by the formula (3 median 2 mean). Mode is a widely used measure of central tendency in business. We speak of model wage which is the wage earned by most of the workers. Model shoe size is the mostly demanded shoe. Q.5. Select any topic for research and explain how you will use both secondary and primary sources to gather the required information. Ans: For performing research on the literacy levels among families, the primary and secondary sources of data can be used very effectively. More specifically the primary sources of data collection are suggested in this regard. Because personal data or data related to human beings consist of: 1. Demographic and socio-economic characteristics of individuals: Age, sex, race, social class, religion, marital status, education, occupation income, family size, location of the household life style etc. 2. Behavioral variables: Attitudes, opinions, awareness, knowledge, practice, intentions, etc. 3. Organizational data consist of data relating to an organizations origin, ownership, objectives, resources, functions, performance and growth. 4. Territorial data are related to geo-physical characteristics, resource endowment, population, occupational pattern infrastructure degree of development, etc. of spatial divisions like villages, cities, talluks, districts, state and the nation. The data serve as the bases or raw materials for analysis. Without an analysis of factual data, no specific inferences can be drawn on the questions under study. Inferences based on imagination or guess work cannot provide correct answers to research questions. The relevance, adequacy and reliability of data determine the quality of the findings of a study. Data form the basis for testing the hypothesis formulated in a study. Data also provide the facts and figures required for constructing measurement scales and tables, which are analyzed with statistical techniques. Inferences on the results of statistical analysis and tests of significance provide the answers to research questions. Thus, the scientific process of measurements, analysis, testing and inferences depends on the availability of relevant data and their accuracy. Hence, the importance of data for any research studies. The sources of data may be classified into (a) Primary sources (b) Secondary sources. Primary Sources of Data Primary sources are original sources from which the researcher directly collects data that have not been previously collected e.g.., collection of data directly by the researcher on brand awareness, brand preference, brand loyalty and other aspects of consumer behavior from a

Siddhartha Sen

Roll Number: 581117638

sample of consumers by interviewing them,. Primary data are first hand information collected through various methods such as observation, interviewing, mailing etc. Advantage of Primary Data It is original source of data It is possible to capture the changes occurring in the course of time. It flexible to the advantage of researcher. Extensive research study is based of primary data Disadvantage of Primary Data 1. Primary data is expensive to obtain 2. It is time consuming 3. It requires extensive research personnel who are skilled. 4. It is difficult to administer. Methods of Collecting Primary Data Primary data are directly collected by the researcher from their original sources. In this case, the researcher can collect the required date precisely according to his research needs, he can collect them when he wants them and in the form he needs them. But the collection of primary data is costly and time consuming. Yet, for several types of social science research required data are not available from secondary sources and they have to be directly gathered from the primary sources. In such cases where the available data are inappropriate, inadequate or obsolete, primary data have to be gathered. They include: socio economic surveys, social anthropological studies of rural communities and tribal communities, sociological studies of social problems and social institutions. Marketing research, leadership studies, opinion polls, attitudinal surveys, readership, radio listening and T.V. viewing surveys, knowledge-awareness practice (KAP) studies, farm managements studies, business management studies etc. There are various methods of data collection. A Method is different from a Tool while a method refers to the way or mode of gathering data, a tool is an instruments used for the method. For example, a schedule is used for interviewing. The important methods are (a) observation, (b) interviewing, (c) mail survey, (d) experimentation,(e) simulation and (f) projective technique. Secondary Sources of Data These are sources containing data which have been collected and compiled for another purpose. The secondary sources consists of readily compendia and already compiled statistical statements and reports whose data may be used by researchers for their studies e.g., census reports , annual reports and financial statements of companies, Statistical statement, Reports of Government Departments, Annual reports of currency and finance published by the Reserve Bank of India, Statistical statements relating to Co-operatives and Regional Banks, published by the NABARD, Reports of the National sample survey Organization, Reports of trade associations, publications of international organizations such as UNO, IMF, World Bank, ILO, WHO, etc., Trade and Financial journals newspapers etc. Secondary sources consist of not only

Siddhartha Sen

Roll Number: 581117638

published records and reports, but also unpublished records. The latter category includes various records and registers maintained by the firms and organizations, e.g., accounting and financial records, personnel records, register of members, minutes of meetings, inventory records etc. Features of Secondary Sources Though secondary sources are diverse and consist of all sorts of materials, they have certain common characteristics. First, they are readymade and readily available, and do not require the trouble of constructing tools and administering them. Second, they consist of data which a researcher has no original control over collection and classification. Both the form and the content of secondary sources are shaped by others. Clearly, this is a feature which can limit the research value of secondary sources. Finally, secondary sources are not limited in time and space. That is, the researcher using them need not have been present when and where they were gathered. Use of Secondary Data The second data may be used in three ways by a researcher. First, some specific information from secondary sources may be used for reference purpose. For example, the general statistical information in the number of co-operative credit societies in the country, their coverage of villages, their capital structure, volume of business etc., may be taken from published reports and quoted as background information in a study on the evaluation of performance of cooperative credit societies in a selected district/state. Second, secondary data may be used as bench marks against which the findings of research may be tested, e.g., the findings of a local or regional survey may be compared with the national averages; the performance indicators of a particular bank may be tested against the corresponding indicators of the banking industry as a whole; and so on. Finally, secondary data may be used as the sole source of information for a research project. Such studies as securities Market Behavior, Financial Analysis of companies, Trade in credit allocation in commercial banks, sociological studies on crimes, historical studies, and the like, depend primarily on secondary data. Year books, statistical reports of government departments, report of public organizations of Bureau of Public Enterprises, Censes Reports etc, serve as major data sources for such research studies. Advantages of Secondary Data Secondary sources have some advantages: 1. Secondary data, if available can be secured quickly and cheaply. Once their source of documents and reports are located, collection of data is just matter of desk work. Even the tediousness of copying the data from the source can now be avoided, thanks to Xeroxing facilities. 2. Wider geographical area and longer reference period may be covered without much cost. Thus, the use of secondary data extends the researchers space and time reach. 3. The use of secondary data broadens the data base from which scientific generalizations can be made. 4. Environmental and cultural settings are required for the study.

Siddhartha Sen

Roll Number: 581117638

5. The use of secondary data enables a researcher to verify the findings bases on primary data. It readily meets the need for additional empirical support. The researcher need not wait the time when additional primary data can be collected. Disadvantages of Secondary Data The use of a secondary data has its own limitations. 1. The most important limitation is the available data may not meet our specific needs. The definitions adopted by those who collected those data may be different; units of measure may not match; and time periods may also be different. 2. The available data may not be as accurate as desired. To assess their accuracy we need to know how the data were collected. 3. The secondary data are not up-to-date and become obsolete when they appear in print, because of time lag in producing them. For example, population census data are published tow or three years later after compilation, and no new figures will be available for another ten years. 4. Finally, information about the whereabouts of sources may not be available to all social scientists. Even if the location of the source is known, the accessibility depends primarily on proximity. For example, most of the unpublished official records and compilations are located in the capital city, and they are not within the easy reach of researchers based in far off places. Q6. a. Explain the role of Graphs and Diagrams? b. What are the Types and General rules for graphical representation of data? Ans: a) In presenting the data of frequency distributions and statistical computations, it is often desirable to use appropriate forms of graphic presentations. In additions to tabular forms, graphic presentation involves use of graphics, charts and other pictorial devices such as diagrams. These forms and devices reduce large masses of statistical data to a form that can be quickly understood at the glance. The meaning of figures in tabular form may be difficult for the mind to grasp or retain. Properly constructed graphs and charts relieve the mind of burdensome details by portraying facts concisely, logically and simply. They, by emphasizing new and significant relationship, are also useful in discovering new facts and in developing hypothesis. The device of graphic presentation is particularly useful when the prospective readers are nontechnical people or general public. It is useful to even technical people for dramatizing certain points about data; for important points can be more effectively captured in pictures than in tables. However, graphic forms are not substitutes for tables, but are additional tools for the researcher to emphasize the research findings. Graphic presentation must be planned with utmost care and diligence. Graphic forms used should be simple, clear and accurate and also be appropriate to the data. In planning this work, the following questions must be considered. (a) What is the purpose of the diagram?

Siddhartha Sen

Roll Number: 581117638

(b) What facts are to be emphasized? (c) What is the educational level of the audience? (d) How much time is available for the preparation of the diagram? (e) What kind of chart will portray the data most clearly and accurately? b) Types of Graphs and General Rules The most commonly used graphic forms may be grouped into the following categories: a) Line Graphs or Charts b) Bar Charts c) Segmental presentations. d) Scatter plots e) Bubble charts f) Stock plots g) Pictographs h) Chesnokov Faces The general rules to be followed in graphic representations are: 1. The chart should have a title placed directly above the chart. 2. The title should be clear, concise and simple and should describe the nature of the data presented. 3. Numerical data upon which the chart is based should be presented in an accompanying table. 4. The horizontal line measures time or independent variable and the vertical line the measured variable. 5. Measurements proceed from left to right on the horizontal line and from bottom to top on the vertical. 6. Each curve or bar on the chart should be labeled. 7. If there are more than one curves or bar, they should be clearly differentiated from one another by distinct patterns or colors. 8. The zero point should always be represented and the scale intervals should be equal. 9. Graphic forms should be used sparingly. Too many forms detract rather than illuminating the presentation. 10. Graphic forms should follow and not precede the related textual discussion. Line Graphs The line graph is useful for showing changes in data relationship over a period of time. In this graph, figures are plotted in relation to two intersecting lines or axes. The horizontal line is called the abscissa or X-axis and the vertical, the ordinal or Y-axis. The point at which the two axes intersect is zero for both X and Y axis. The O is the origin of coordinates. The two lines divide the region of the plane into four sections known as quadrants that are numbered anticlockwise. Measurements to the right and above O are positive (plus) and measurements to the left and below O are negative (minus) is an illustration of the features of a rectangular coordinate type of graph. Any point of plane of the two axes is plotted in terms of the two axes reading from the origin O. Scale intervals in both the axes should be equal. If a part of the scale is omitted, a set of parallel jagged lines should be used to indicate the break in the scale.

Siddhartha Sen

Roll Number: 581117638

The time dimension or independent variable is represented by the X-axis and the other variable by Y-axis.

MBA- III Semester

Siddhartha Sen

Roll Number: 581117638

MB0050 Research Methodology - 4 Credits Assignment Set - 2 Q1. What is questionnaire? Discuss the main points that you will take into account while drafting a questionnaire? Ans: A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. The mail survey is another method of collecting primary data. This method involves sending questionnaires to the respondents with a request to complete them and return them by post. This can be used in the case of educated respondents only. The mail questionnaires should be simple so that the respondents can easily understand the questions and answer them. It should preferably contain mostly closed-end and multiple choice questions so that it could be completed within a few minutes. The distinctive feature of the mail survey is that the questionnaire is self-administered by the respondents themselves and the responses are recorded by them, and not by the investigator as in the case of personal interview method. It does not involve face-to-face conversation between the investigator and the respondent. Communication is carried out only in writing and this required more cooperation from the respondents than in verbal communication. The main points that should be taken into account while drafting a questionnaire: Use simple words Survey recipients may have a variety of backgrounds so use simple language. For example, "What is the frequency of your automotive travel to your parents' residents in the last 30 days?" is better understood as, "About how many times in the last 30 days have you driven to your parent's home?" Relax your grammar Relax your grammatical standards if the questions sound too formal. For example, the word "who" is appropriate in many instances when "whom" is technical correct. Assure a common understanding

Siddhartha Sen

Roll Number: 581117638

Write questions that everyone will understand in the same way. Don't assume that everyone has the same understanding of the facts or a common basis of knowledge. Identify even commonly used abbreviations to be certain that everyone understands. Start with interesting questions Start the survey with questions that are likely to sound interesting and attract the respondents' attention. Save the questions that might be difficult or threatening for later. Voicing questions in the third person can be less threatening than questions voiced in the second question. For example, ask: "How do your colleagues feel about management?" rather than "How do you feel about management?" Don't write leading questions Leading questions demand a specific response. For example: the question "Which day of the month is best for the newly established company-wide monthly meeting?" leads respondents to pick a date without first determining if they even want another meeting. Avoid double negatives Respondents can easily be confused deciphering the meaning of a question that uses two negative words. Balance rating scales When the question requires respondents to use a rating scale, mediate the scale so that there is room for both extremes. Don't make the list of choices too long If the list of answer categories is long and unfamiliar, it is difficult for respondents to evaluate all of them. Keep the list of choices short. Avoid difficult concepts Some questions involve concepts that are difficult for many people to understand. Avoid difficult recall questions People's memories are increasingly unreliable as you ask them to recall events farther and farther back in time. You will get far more accurate information from people if you ask, "About how many times in the last month have you gone out and seen a movie in a movie theater or drive-in?" rather than, "About how many times last year did you go out and see a movie in a movie theater or drive-in?" Use Closed-ended questions rather than Open-ended ones Most questionnaires rely on questions with a fixed number of response categories from which respondents select their answers. These are useful because the respondents know clearly the purpose of the question and are limited to a set of choices where one answer is right for them. An open-ended question is a written response. For example: "If you do not want a company picnic, please explain why". If there are an excessive number of written response questions, it reduces the quality and attention the respondents give to the answers. However, InfoPoll allows you to use a wide variety of other types of questions. Put your questions in a logic order The issues raised in one question can influence how people think about subsequent questions. It is good to ask a general question and then ask more specific questions. For example, you should

Siddhartha Sen

Roll Number: 581117638

avoid asking a series of questions about a free banking service and then question about the most important factors in selecting a bank. Pre-test your survey It is better to identify a problem during the pretest than after you have published the survey. Before sending a survey to a target audience, send it out as a test to a small number of people. After they have completed the survey, brainstorm with them to see if they had problems answering any questions. It would help if they explained what the question meant to them and whether it was valid to the questionnaire or not. Naming your survey Some people discard an electronic message based entirely on its subject or sender. You should consider other titles that will pique the interest of the recipients. Here are examples of survey names that might be successful in getting attention: -Memo From the Chief Executive Officer -Evaluation of Services of the Benefits Office -Your Opinion About Financial Services -Free T-shirt -Win a Trip to Paris -Please Respond By Friday -Free Subscription -Win a notebook computer Cover memo or introduction Once a recipient opens your survey, you may still need to motivate him or her to complete it. The cover memo or introduction offers an excellent place to provide the motivation. A good cover memo or introduction should be short and includes: -Purpose of the survey -Why it is important to hear from the correspondent -What may be done with the results and what possible impacts may occur with the results. -Address identification -Person to contact for questions about the survey. -Due date for response Q2. What do you mean by primary data? What are the various methods of collecting primary data? Ans: Primary sources are original sources from which the researcher directly collects data that have not been previously collected e.g.., collection of data directly by the researcher on brand awareness, brand preference, brand loyalty and other aspects of consumer behavior from a sample of consumers by interviewing them,. Primary data are first hand information collected through various methods such as observation, interviewing, mailing etc.

Siddhartha Sen

Roll Number: 581117638

Methods of Collecting Primary Data Primary data are directly collected by the researcher from their original sources. In this case, the researcher can collect the required date precisely according to his research needs, he can collect them when he wants them and in the form he needs them. But the collection of primary data is costly and time consuming. Yet, for several types of social science research required data are not available from secondary sources and they have to be directly gathered from the primary sources. In such cases where the available data are inappropriate, inadequate or obsolete, primary data have to be gathered. They include: socio economic surveys, social anthropological studies of rural communities and tribal communities, sociological studies of social problems and social institutions. Marketing research, leadership studies, opinion polls, attitudinal surveys, readership, radio listening and T.V. viewing surveys, knowledge-awareness practice (KAP) studies, farm managements studies, business management studies etc. There are various methods of data collection. A Method is different from a Tool while a method refers to the way or mode of gathering data, a tool is an instruments used for the method. For example, a schedule is used for interviewing. The important methods are (a) Observation, (b) interviewing, (c) mail survey, (d) experimentation, (a) Observation: Observation means viewing or seeing. Observation may be defined as a systematic viewing of a specific phenomenon in its proper setting for the specific purpose of gathering data for a particular study. Observation is classical method of scientific study. (b) Interviewing: Interviewing is one of the prominent methods of data 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. It involves not only conversation, but also learning from the respondents gesture, facial expressions and pauses, and his environment. Interviewing requires face to face contact or contact over telephone and calls for interviewing skills. It is done by using a structured schedule or an unstructured guide. (c) Mail survey: The mail survey is a data collection process for researchers. Research practitioners should recognize that this is a viable means of collecting specific market data. (d) Experimentation: The popularity of experimentation in marketing research has much to do with the possibilities of establishing cause and effect. Experiments can be configured in such a way as to allow the variable causing a particular effect to be isolated. Other methods commonly used in marketing research, like surveys, provide much more ambiguous findings. In fact, experimentation is the most scientific method employed in marketing research.

Siddhartha Sen

Roll Number: 581117638

Q 3.a. Analyze the case study and descriptive approach to research. b. Distinguish between research methods & research Methodology. Ans: a) Case study is a method of exploring and analyzing the life of a social unit or entity, be it a person, a family, an institution or a community. The aim of case study method is to locate or identify the factors that account for the behavior patterns of a given unit, and its relationship with the environment. The case data are always gathered with a view to attracting the natural history of the social unit, and its relationship with the social factors and forces operative and involved in this surrounding milieu. In short, the social researcher tries, by means of the case study method, to understand the complex of factors that are working within a social unit as an integrated totality. Looked at from another angle, the case study serves the purpose similar to the clue-providing function of expert opinion. It is most appropriate when one is trying to find clues and ideas for further research. The major credit for introducing case study method into social investigation goes to Frederick Leplay. Herbert Spencer was the first social philosopher who used case study in comparative studies of different cultures. William Healey used case study in his study of juvenile delinquency. Anthropologists and ethnologists have liberally utilized cast study in the systematic description of primitive cultures. Historians have used this method for portraying some historical character or particular historical period and describing the developments within a national community. In-depth analysis of selected cases is of particular value to business research when a complex set of variables may be at work in generating observed results and intensive study is needed to unravel the complexities. For instance, an in-depth study of a firms top sales people and comparison with the worst sales people might reveal characteristics common to stellar performers. The exploratory investigator is best served by the active curiosity and willingness to deviate from the initial plan, when the finding suggests new courses of enquiry, might prove more productive. b) Research Methods v/s Research Methodology Research Methods and Research Methodology are two terms that are often confused as one and the same. Strictly speaking they are not so and they show differences between them. One of the primary differences between them is that research methods are the methods by which you conduct research into a subject or a topic. On the other hand research methodology explains the methods by which you may proceed with your research. Research methods involve conduct of experiments, tests, surveys and the like. On the other hand research methodology involves the learning of the various techniques that can be used in the conduct of research and in the conduct of tests, experiments, surveys and critical studies. This is the technical difference between the two terms, namely, research methods and research methodology.

Siddhartha Sen

Roll Number: 581117638

In short it can be said that research methods aim at finding solutions to research problems. On the other hand research methodology aims at the employment of the correct procedures to find out solutions. It is thus interesting to note that research methodology paves the way for research methods to be conducted properly. Research methodology is the beginning whereas research methods are the end of any scientific or non-scientific research. Let us take for example a subject or a topic, namely, employment of figures of speech in English literature. In this topic if we are to conduct research, then the research methods that are involved are study of various works of the different poets and the understanding of the employment of figures of speech in their works. On the other hand research methodology pertaining to the topic mentioned above involves the study about the tools of research, collation of various manuscripts related to the topic, techniques involved in the critical edition of these manuscripts and the like. If the subject into which you conduct a research is a scientific subject or topic then the research methods include experiments, tests, study of various other results of different experiments performed earlier in relation to the topic or the subject and the like. On the other hand research methodology pertaining to the scientific topic involves the techniques regarding how to go about conducting the research, the tools of research, advanced techniques that can be used in the conduct of the experiments and the like. Any student or research candidate is supposed to be good at both research methods and research methodology if he or she is to succeed in his or her attempt at conducting research into a subject. Q4. Explain the important concepts in Research design? Ans: 1. Dependent and Independent variables: A magnitude that varies is known as a variable. The concept may assume different quantitative values, like height, weight, income, etc. Qualitative variables are not quantifiable in the strictest sense of objectivity. However, the qualitative phenomena may also be quantified in terms of the presence or absence of the attribute considered. Phenomena that assume different values quantitatively even in decimal points are known as continuous variables. But, all variables need not be continuous. Values that can be expressed only in integer values are called noncontinuous variables. In statistical term, they are also known as discrete variable. For example, age is a continuous variable; where as the number of children is a non-continuous variable. When changes in one variable depends upon the changes in one or more other variables, it is known as a dependent or endogenous variable, and the variables that cause the changes in the dependent variable are known as the independent or explanatory or exogenous variables. For example, if demand depends upon price, then demand is a dependent variable, while price is the independent variable. And if, more variables determine demand, like income and prices of substitute commodity, then demand also depends upon them in addition to the

Siddhartha Sen

Roll Number: 581117638

own price. Then, demand is a dependent variable which is determined by the independent variables like own price, income and price of substitute. 2. Extraneous variable: The independent variables which are not directly related to the purpose of the study but affect the dependent variable are known as extraneous variables. For instance, assume that a researcher wants to test the hypothesis that there is relationship between childrens school performance and their self-concepts, in which case the latter is an independent variable and the former, the dependent variable. In this context, intelligence may also influence the school performance. However, since it is not directly related to the purpose of the study undertaken by the researcher, it would be known as an extraneous variable. The influence caused by the extraneous variable on the dependent variable is technically called as an experimental error. Therefore, a research study should always be framed in such a manner that the dependent variable completely influences the change in the independent variable and any other extraneous variable or variables. 3. Control: One of the most important features of a good research design is to minimize the effect of extraneous variable. Technically, the term control is used when a researcher designs the study in such a manner that it minimizes the effects of extraneous independent variables. The term control is used in experimental research to reflect the restrain in experimental conditions. 4. Confounded relationship: The relationship between dependent and independent variables is said to be confounded by an extraneous variable, when the dependent variable is not free from its effects. i) Research hypothesis: When a prediction or a hypothesized relationship is tested by adopting scientific methods, it is known as research hypothesis. The research hypothesis is a predictive statement which relates a dependent variable and an independent variable. Generally, a research hypothesis must consist of at least one dependent variable and one independent variable. Whereas, the relationships that are assumed but not be tested are predictive statements that are not to be objectively verified are not classified as research hypothesis. ii) Experimental and control groups: When a group is exposed to usual conditions in an experimental hypothesis-testing research, it is known as control group. On the other hand, when the group is exposed to certain new or special condition, it is known as an experimental group. In the afore-mentioned example, the Group A can be called a control group and the Group B an experimental one. If both the groups A and B are exposed to some special feature, then both the groups may be called as experimental group. A research design may include only the experimental group or the both experimental and control groups together. iii) Treatments: Treatments are referred to the different conditions to which the experimental and control groups are subject to. In the example considered, the two treatments are the parents with regular earnings and those with no regular earnings. Likewise, if a research study attempts to examine through an experiment regarding the comparative impacts of three different types of fertilizers on the yield of rice crop, then the three types of fertilizers would be treated as the three treatments. iv) Experiment: An experiment refers to the process of verifying the truth of a statistical hypothesis relating to a given research problem. For instance, experiment may be conducted to

Siddhartha Sen

Roll Number: 581117638

examine the yield of a certain new variety of rice crop developed. Further, Experiments may be categorized into two types namely, absolute experiment and comparative experiment. If a researcher wishes to determine the impact of a chemical fertilizer on the yield of a particular variety of rice crop, then it is known as absolute experiment. Meanwhile, if the researcher wishes to determine the impact of chemical fertilizer as compared to the impact of bio-fertilizer, then the experiment is known as a comparative experiment. v) Experiment unit: Experimental units refer to the predetermined plots, characteristics or the blocks, to which the different treatments are applied. It is worth mentioning here that such experimental units must be selected with great caution. Q5. What are the differences between observation and interviewing as methods of data collection? Give two specific examples of situations where either observation or interviewing would be more appropriate. Ans: Observation means viewing or seeing. Observation may be defined as a systematic viewing of a specific phenomenon in its proper setting for the specific purpose of gathering data for a particular study. Observation is classical method of scientific study. Observation as a method of data collection has certain characteristics. 1. It is both a physical and a mental activity: The observing eye catches many things that are present. But attention is focused on data that are pertinent to the given study. 2. Observation is selective: A researcher does not observe anything and everything, but selects the range of things to be observed on the basis of the nature, scope and objectives of his study. For example, suppose a researcher desires to study the causes of city road accidents and also formulated a tentative hypothesis that accidents are caused by violation of traffic rules and over speeding. When he observed the movements of vehicles on the road, many things are before his eyes; the type, make, size and color of the vehicles, the persons sitting in them, their hair style, etc. All such things which are not relevant to his study are ignored and only over speeding and traffic violations are keenly observed by him. 3. Observation is purposive and not casual: It is made for the specific purpose of noting things relevant to the study. It captures the natural social context in which persons behaviour occur. It grasps the significant events and occurrences that affect social relations of the participants. 4. Observation should be exact and be based on standardized tools of research and such as observation schedule, social metric scale etc., and precision instruments, if any. Interviewing is one of the prominent methods of data 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. It involves not only conversation, but also learning

Siddhartha Sen

Roll Number: 581117638

from the respondents gesture, facial expressions and pauses, and his environment. Interviewing requires face to face contact or contact over telephone and calls for interviewing skills. It is done by using a structured schedule or an unstructured guide. Interviewing may be used either as a main method or as a supplementary one in studies of persons. Interviewing is the only suitable method for gathering information from illiterate or less educated respondents. It is useful for collecting a wide range of data from factual demographic data to highly personal and intimate information relating to a persons opinions, attitudes, values, beliefs past experience and future intentions. When qualitative information is required or probing is necessary to draw out fully, and then interviewing is required. Where the area covered for the survey is a compact, or when a sufficient number of qualified interviewers are available, personal interview is feasible. Interview is often superior to other data-gathering methods. People are usually more willing to talk than to write. Once report is established, even confidential information may be obtained. It permits probing into the context and reasons for answers to questions. Interview can add flesh to statistical information. It enables the investigator to grasp the behavioral context of the data furnished by the respondents. Observation is suitable for a variety of research purposes. It may be used for studying (a) The behavior of human beings in purchasing goods and services: life style, customs, and manner, interpersonal relations, group dynamics, crowd behavior, leadership styles, managerial style, other behaviors and actions; (b) The behavior of other living creatures like birds, animals etc. (c) Physical characteristics of inanimate things like stores, factories, residences etc. (d) Flow of traffic and parking problems (e) Movement of materials and products through a plant. Q 6.Strictly speaking, would case studies be considered as scientific research? Why or why not? Ans: Case Study vs Scientific Research Students pursuing their thesis are often required to conduct research and feel perplexed because of different methodologies available. While a scientific research is preferred by most as it is based upon observation and experimentation that can be easily verified, there is also a method called case study that is becoming popular among research students. There are some similarities in both approaches and there are scientific researches being conducted through case studies. However, there are differences between a case study and scientific research that need to be highlighted for the benefit of research students. Case study Case study as a technique of research is commonly employed in social sciences such as psychology, anthropology, sociology and economics. Time tested theories are used while

Siddhartha Sen

Roll Number: 581117638

observing a particular situation, event, or a group. Theoretical models can be easily tested in real life situations through case studies. In the last few decades, case studies are even being applied in scientific disciplines to analyze specific situations. Case studies produce only observations, and no quantitative data. This however, does not hamper a research project as the data obtained through a case study serves as input in many related research projects. Case study serves to narrow down the focus of the researcher and brings out results that are natural and spontaneous. Scientific research This is a type of research that allows researchers to come to conclusions that are definitive in nature and easily verifiable through experiments that can be repeated by anyone interested in the research. Scientific research is also characterized by neutrality as there is no bias and the researcher has set guidelines and uses a method of presentation that is transparent and can be interpreted easily. Scientific research utilizes data collection through observation and experimentation and then testing hypotheses that are theories that have stood the test of time. One benefit of scientific research is that it has practical applications. Scientific research is mostly confined to natural phenomenon and health and ailments. Most of the drugs are a result of scientific research only. In brief: Case Study vs Scientific Research: Case study as a method of research is used mostly in social sciences whereas scientific research, as the name indicates is a popular mode of research in life sciences. Case study produces qualitative data while scientific research produces quantitative data. Case study is longer in duration. On the other hand scientific research requires precise measurement and analysis of data collected. Scientific research is sometime considered guilty of being a slave of theories and laws whereas case study is freer in comparison and studies specific cases to make generalizations.