Research Methodology

An Overview..

05/05/15

Compiled by Dr Rajesh Devasia

Research Methodology (RM)

Research
Research

= Re + Search
= Repeatedly

Investigate
Methodology = Systematic way
doing things
RM
= Systematic way
of
Investigation

05/05/15

Compiled by Dr Rajesh Devasia

of

Marketing Research (MR)

Marketing Research is systematic way

of colleting, analysing and interpreting

data for marketing decisions
Objective of:
a) Marketing To satisfy customers
b) Marketing Research -To collect and
analyse relevant data. It improves
effectiveness of marketing
05/05/15

Compiled by Dr Rajesh Devasia

Applications of MR
MR can be broadly classified into 2 broad areas viz: strategic

& tactical
Snapshot of studies carried out in Indian Market:
1)Consumer buying habits of detergentspromotions, brand loyalty and so on

frequency,pack,size,effect of

2)To find out potential demand of ready to eat

Mumbai city.

chapatis

in

3)To find out the effectiveness of the advertising

2-wheeler brand

campaign

for a

4)To determine the brand awareness and brand

branded laptopLenova

loyalty for

05/05/15

Compiled by Dr Rajesh Devasia

Applications
Product Research
Branding Research
Media Research
Pricing Research
Promotion Research

05/05/15

Compiled by Dr Rajesh Devasia

The Marketing Concept

Product Oriented
Technical superiority of the product
E.g. Fashion Industry
Production Oriented

Efficiency and effectiveness of production process

E.g. US auto industry

Marketing Oriented
Value to customer
E.g. well known hotel chains for business travelers
05/05/15

Compiled by Dr Rajesh Devasia

Research Process
Research process involves following steps:
Define research problem
Select of research design
Select sample
Collect data
Analyze data
Draw conclusions & submit findings,
recommendations
05/05/15

Compiled by Dr Rajesh Devasia

Management Problem v/s

Research Problem
Management Problems are Symptomatic
Research Problem is Why symptoms ?
Example: Our sales are declining

Employee attrition rate has

increased.
Increase in customer complaints
These are symptoms.

05/05/15

Compiled by Dr Rajesh Devasia

Research Problem
Management dilemma is symptoms while

Researchers dilemma is Why symptoms

and What is/are the possible solution/s ?
Researcher searches (sources) for all
possible causes, solutions and constraints.
(Explorative research)
Shortlist suggestions
Generates additional data to validate
Recommend solutions
05/05/15

Compiled by Dr Rajesh Devasia

Ready for an exercise?

Management Problem:

Sale is declining
Information obtained: Market is declining
Suggestion offered :Increase dealer
commission, Reduce Price
What should be the Research Question?

05/05/15

Compiled by Dr Rajesh Devasia

Solution
Research Questions:

Should we increase Dealer commission? If

yes, by how much?
Should we reduce price? If yes, by how much?
Data required:
Dealer commission given by competitors,
Estimate of additional sale that would be given
by dealers at different levels of commission, Prices of
competing products, Customers
intention to
purchase product at different price
levels
05/05/15

Compiled by Dr Rajesh Devasia

Continued..
Management Problem:

Sale is declining
Information obtained: competitor is doing
heavy promotion.
Suggestion offered :Increase promotional
expenditure
What should be the Research Question?

05/05/15

Compiled by Dr Rajesh Devasia

Solution
Research Questions:

Should we increase promotional expenditure?

If yes, by how much?
Data required:
Promotional spend of competitors, Reasons
to select brand by customers, Perception of
our brand vis--vis competitors brand

05/05/15

Compiled by Dr Rajesh Devasia

Scientific Method of Research

05/05/15

Compiled by Dr Rajesh Devasia

Research Designs
Various methods to conduct research are

called Research Designs

Three Research designs:

Exploratory research designs

Descriptive research designs
Causal research designs

05/05/15

Compiled by Dr Rajesh Devasia

Exploratory Research
Conducted to clarify ambiguous situations or

discover ideas that may be potential business

opportunities
Crystallize a situation that is not well
understood
Often research starts with exploratory
research
Based on secondary and/or primary sources,
a survey of small no of knowledgeable
persons, case studies etc
05/05/15

Compiled by Dr Rajesh Devasia

Descriptive Research
Describes the characteristics of objects, or

environments, people, groups, organizations

or environments.
It describes a marketing phenomenon in
terms of a set of specific variables.
Describes the extent of association between
two or more variables.
Based on (i) secondary sources; (ii) case
studies; (iii) large scale surveys, (iv)
experiments and (v) simulation
05/05/15

Compiled by Dr Rajesh Devasia

Causal Research
It seeks to identify cause and effect

relationship.
3 conditions:
(i) Temporal sequence
(ii) Concomitant variation
(iii) Non spurious association
Based on secondary sources, experiments
(natural & controlled), simulation
05/05/15

Compiled by Dr Rajesh Devasia

Comparison
Exploratory Research Ambiguous Problem
Descriptive Research Partially defined

problem
Causal Research Problem clearly defined

05/05/15

Compiled by Dr Rajesh Devasia

Four basic design techniques

Surveys
Experiments
Secondary data
Observation

05/05/15

Compiled by Dr Rajesh Devasia

Data Collection Methods: Exploratory

Research
Secondary Data
Focus Group
Depth Interviews
Observations
Projective Techniques

05/05/15

Compiled by Dr Rajesh Devasia

Secret of Success is
to know something
nobody else knows.
. Aristole Onassis

05/05/15

Compiled by Dr Rajesh Devasia