A way of examining your practice

Research Methodology and

Fundamentals of Marketing
Research
Few important
concepts--
Research
Basic Research
Applied Research
Dependent variable
Independent variable
MR and MIS
Case Study Approach
Survey
Research Methods and Research
Methodology scope and Limitations of
research
Concept of Variables

A variable is a characteristic, trait, or

attribute of a person or thing that can
be classified or measured
Attitude
Gender
Heart rate
Hair color
Variable- the condition or characteristic
which in a given study may have more
than one value
Classification of
Variables
Quantitative measured numerically
Discrete
Continuous
Qualitative categorical in nature
Independent Variable
A variable that is presumed to influence
another variable; the variable under study or
the one that the researcher manipulates
Two types
Active variable is actually manipulated
Attribute cannot be manipulated because it is
preexisting trait; sometimes called a categorical
variable (e.g., race, gender)
Dependent Variable
The variable that is expected to change as a result
of the manipulation of the independent variable;
that which is measured in a study
Extraneous Variable
A variable that could contribute some type
of error in a research study
Also referred to as . . .
Confounding variable
Intervening variable
Modifying variable
Error-producing variable that the researcher
should attempt to eliminate or control
May affect the relationship between the
independent variable and the dependent
variable if not adequately controlled
Controlling Extraneous
Variables
Excluding the variable
Random selection of research
participants
Matching cases according to some
criterion
Scientific Method

Itis based on certain basic

postulates
It relies on empirical evidence
Objectivity
It aims at formulating most general
axioms which is termed as scientific
theories
It utilizes relevant concepts
Research Process

Defining the research problem

Reviewing the literature
Formulation of hypothesis
Planning and implementation of research
design
Data collection
Analyzing data and testing hypothesis
Preparation of report and preliminary
analysis
Interpreting and reporting the findings
Steps involved in literature
review
Search for existing literature in your
area of study
Books
Journals indices, abstracts of articles,
citation indices, etc.
Internet
Review the literature selected
Develop a theoretical framework
Develop a conceptual framework
Defining the research problem
and developing the objectives

Research Problem:- A research

problem, in general, refers to some
difficulty which a researcher
experiences in the context of either
a theoretical or practical situation
and wants to obtain a solution for
the same.
The components of a research
problem are
Components of a Research
Problem
i) There must be an individual or a group which has
some difficulty or the problem or to whom the
problem can be attributed.
ii) There must be some objective(s) to be attained. If
one wants nothing, one cannot have a problem.
iii) There must be alternative means or courses of
action for obtaining the objective(s) one wishes to
attain. This means that there must be at least two
means available to a researcher for if he has no
choice of means, he cannot have a problem.
iv) There must remain some doubt in the mind of a
researcher with regard to the selection of
alternatives. This means that research must
answer the question concerning the relative
efficiency of the possible alternatives.
v) There must be some environment(s) to which the
difficulty pertains.
2/21/17 Sanjay Ranade, Reader, DCJ, UoM 12
 Research Problem
Identification
This is the most critical and important
part of all research projects.
The problem is the focus of both basic
and applied research. It is the reason
(justification) for the research.
The problem identification and
explanation affect the quality,
usefulness, effectiveness, and
efficiency of the research, more than
any other part of the research plan.
13
How does one select a
research problem?
i) Avoid a subject that has been overdone for it
will be difficult to throw any new light in such a
case.
ii) Controversial subjects should be avoided by an
average researcher.
iii) Subjects whose scope is too narrow or vague
should be avoided.
iv) The subject should be familiar and feasible so
that the related research material or sources of
research are within ones reach.
v) Know yourself and the limitations of your
experience, your ability and capacity.

2/21/17 Sanjay Ranade, Reader, DCJ, UoM 14

TECHNIQUE IN DEFINING A PROBLEM

statement of the problem in a general

way;
understanding the nature of the
problem;
surveying the available literature
developing the ideas through
discussions; and
rephrasing the research problem into a
working proposition.

15/23
Contd.

Thefollowing points must also be

observed while defining a research
problem:
(a) Technical terms and words or
phrases, with special meanings used in
the statement of the problem, should be
clearly defined
(b) Basic assumptions or postulates (if
any) relating to the research problem
should be clearly stated
16/23
Defining a research
problem

(c) A straight forward statement of the

value of the investigation (i.e., the
criteria for the selection of the problem)
(d) The suitability of the time-period and
the sources of data available
(e) The scope of the investigation or the
limits within which the research

17/23
 The Problem Statement
Research problems are always linked to a more
general set of problems, so it is useful to
separate the problem statement into two parts:
1) The general problem (or problematic situation),
2) The specific problem (or the researchable
problem).

) Note that the specific problem is not

necessarily small, but rather it must be
precisely specified and capable of being
addressed with available resources.

18
Contd.
The general problem statement provides the
background or setting for the researchable
problem.
Usually, it helps to introduce the problem with
very general statements, then progressively
narrow the focus to more specific, precise issues.
However, if the reader of the proposal is already
knowledgeable on the subject, the broad general
discussion can be reduced.
ie. The problem definition should be tailored for the
expected audience.

19
Contd.

The general problem statement sets the

stage for the specific, researchable problem.
The specific problem narrows the
perspective to a set of issues on which
knowledge or information is needed.
It must be clarified,
what knowledge is needed
the reasons the knowledge is needed
by whom the knowledge is needed
the potential purposes it could serve.

20
 Five guidelines below provide a checklist in
developing effective problem statements:
A. The researchable problem must be
sufficiently specific to be addressed with
available resources (eg. time, research
expertise, data, tools, financial support)
B. The dimensions of the problem should be
described in objective (neutral) rather than
subjective terms
eg. Wheat producers in the European Economic
Community are overpaid.

BETTER:
Wheat producers in the European Economic
Community are subsidized
21
C. The problem must be described
sufficiently so that other people can
comprehend it
(This applies to both general and specific
problem statements)
D. The researchers perceptions of the
problems may be intuitive, but must be
developed logically
E. The problem explanation must provide
the reason (justification) for the research
objective
(at this point, it is helpful to read the general
and specific problem statements in Appendix B,
MS Thesis, pp 192-193)
22