Research Methodology

Module-1 Definition, Problem Identification Objectives

Research Methodology
Research in common parlance refers to a search for knowledge. According to Redman and Mory
Systematized effort to gain new knowledge

According to Clifford Woody

Research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusion; and at last carefully testing the conclusion to determining whether they fit the formulating hypothesis.
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Motivation In Research
Desire to get research degree Desire to face the challenges in solving the unsolved problems. Desire to get intellectual joy of doing some
creative work. Desire to be of service to society Desire to get respectability

Types of Research
Descriptive v/s Analytical
Descriptive research includes surveys and fact
finding enquiries of different kinds. In social sciences and business research we quite often use the term Ex-Post-Facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening . Most ex-post facto projects are used for descriptive studies. Ex post facto studies also include attempts by researchers to discover causes even when they cannot control the variables.
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Analytical Research
The researcher has to use facts of information already available, and analyze these to make a critical evaluation of the material.

Applied V/s Fundamental Research

Applied Research aims at finding a solution for an immediate problem facing a society or an industry/business organization. Fundamental research is mainly concerned with generalization and with the formulation of a theory. Gathering knowledge for knowledges sake is termed as pure or basic research. Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental research.
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Quantitative V/s Qualitative

Quantitative research is based on the measurement of quantity or amount. It is applicable to phenomenon that can be expressed in terms of quantity. Qualitative Research is concerned with qualitative phenomenon, i.e., phenomenon that is elating to or involving quality or kind.

Conceptual v/s Empirical

Conceptual research is that related to some abstract idea(s) or theory. It is generally used by philosophers and thinkers to develop new concepts or interpret existing ones. Empirical research relies on experience or observation alone, often without due regard for system and theory. It is data based research, coming up with conclusions which are capable of being verified by observation 8 or experiment.

Differences Between Managers and Researchers

Marketing managers and researchers see the world differently because they have different jobs to perform and their backgrounds differ markedly.

Differences Between Managers and Researchers

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Research Problem
Components of research problem as under:
1. There must be an individual or a group which has some difficulty or the problem. 2. There must be some objective's) to be attained. 3. There must be some alternative mean (or the course of action) for obtaining the (objective's) one wishes to attain. 4. There must remain some doubt in the mind of a researcher with regard to the selection of alternatives. This means that researcher must answer the question concerning the relative efficiency of the possible alternatives. 5. There must be some environment(s) to which the difficulty pertains.
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Necessity of defining the Problem A well defined problem is half solved. The problem to be investigated musty be defined unambiguous.

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Selecting the problem

1. 2. 3. 4. 5. Subject which is overdone should not be normally chosen. Controversial subject should not become the choice of an average researcher. Too narrow or too vague problems should be avoided. The subject selected for research should be familiar and feasible so that the related research material or source of research are within ones reach. Following criteria must be considered while selecting the problem:
1. 2. 3. 4. Importance of subject Qualifications and the training of a researcher Cost Involved Time factor

6.

The selection of a problem must be preceded by a preliminary study.

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Technique involved in defining a problem 1. 2. 3. 4. 5. Statement of the problem in a genera way Understanding the nature of the problem. Surveying the available literature. Developing the ideas through discussions Rephrasing the research problem

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The process of Defining the problem and developing an approach

Task Involved

Discussions Interview with with Decision experts Maker(s)

Secondary Data Analysis

Qualitative Research

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Examples of the Relationship between Decision Problems and Research problems

1. Develop package for a new product 2. Increase market penetration through the opening of new stores 3. Increase store traffic 4. Introduce new product 1. Evaluate effectiveness of alternative package designs. 2. Evaluate prospective locations 3. Measure current image of a store 4. Design a test market through which the likely acceptance of the new product can be assessed.
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Objectives of Research
1. To gain familiarity with a phenomenon or to achieve new insights in it (Exploratory formulative research) 2. To portray accurately the characteristic of particular individual situation or a group. (Descriptive Research studies) 3. To determine the frequency with which something occurs or with which it is associated with something else. (Diagnostic research) 4. To test a hypothesis of a causal relationship between variables (Hypothesis testing research studies)
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INFORMATION REDUCES UNCERTAINTY

Marketing Research Types

Basic Research Applied Research

BASIC RESEARCH
ATTEMPTS TO EXPAND THE LIMITS OF KNOWLEDGE. NOT DIRECTLY INVOLVED IN THE SOLUTION TO A PRAGMATIC PROBLEM

APPLIED RESEARCH
CONDUCTED WHEN A DECISION MUST BE MADE ABOUT A SPECIFIC REALLIFE PROBLEM

SCIENTIFIC METHOD
The analysis and interpretation of empirical evidence (facts from observation or experimentation) to confirm or disprove prior conceptions

 Quantitative
Based on the measurement of quantity or amount Large number of representative cases Data collection is structured Statistical tools used to analyze data.

Qualitative
Qualitative phenomena Interested in investigating the reasons for human behaviour. Techniques
Depth Interviews Word Association test Sentence completion tests Story completion tests Attitudes & opinion research

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Marketing Strategy Stage 1. Identifying and Evaluating Opportunities

Example of Market Research Mattel Toys investigates desires for play experiences MTV, monitoring demographic trends, learns the Hispanic market is growing rapidly Cadillac investigates buyers demographic characteristics Price: Airtel does a competitive pricing analysis Distribution: Hero honda investigates dealer service program. Product: Promotion: How may consumers recall Always Coca Cola! This years market share is compared to last years.

2. Analyze market Segments and Select Target Markets 3. Plan and Implement a Marketing Mix

4. Analyze Marketing Performance

PERFORMANCE-MONITORING RESEARCH
RESEARCH THAT REGULARLY PROVIDES FEEDBACK FOR EVALUATION AND CONTROL INDICATES THINGS ARE OR ARE NOT GOING AS PLANNED RESEARCH MAY BE REQUIRED TO EXPLAIN WHY SOMETHING WENT WRONG

Determining When to Conduct Marketing Research

Time Constraints Availability of Data ature of the Decision N Benefits vs. Costs
Is sufficient time Is the information Does the value of the Yes already on hand Yes Is the decision of Yes research information Yes available before considerable strategic a managerial decision inadequate for making exceed the cost of or tactical importance? must be made? the decision? conducting research?

Conducting Marketing Research

No

No

No

No

Do Not Conduct Marketing Research

Criteria of Good Research

1. 2. 3. 4. Good research is systematic. Good research is logical Good research is Empirical Good research is Replicable

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Problems Encountered by Researcher

1) The lack of a scientific training in the methodology of research. 2) Insufficient interaction between the university departments and business establishments. 3) There is the need for generating the confidence that the information/data obtained form a business unit will not be misused. 4) There does not exist a code of conduct for researchers. 5) Library management and functioning is not satisfactory at many places. 6) Difficulty of timely availability of published data.
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Potential value of a marketing research effort should exceed its estimated costs
Costs Value
Decreased Certainty Increased Likelihood of a Correct Decision Improved Marketing Performance and Resulting Higher Profits Research Expenditures Delay of Marketing Decision and Possible Disclosure of Information to Rivals Possible Erroneous Research Results