1/18/2017

Business Research Method

Prof. Ravi Shekhar Kumar

XLRI- Xavier School of Management, Jamshedpur
ravishekhar@xlri.ac.in
Session-3

Problem Definition Process

Environmental
Context of
Discussion Problem
with Decision
Maker
Defining
RP-1

Interview
with Experts
Background of
study Defining Defining
Situation of MDP RP-2
Problem
Secondary
Data Analysis

Defining
RP-3
Qualitative
Research

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Developing an Approach to Problem

Defining
Based on
RQ-1
Defining Literature Review
RP-1 Qualitative study
Theoretical Knowledge

Defining
RQ-2
Defining Developing
RP-2 Hypothesis-1

Defining
RQ-3 Developing
Hypothesis-1
Defining
RP-3

Defining Developing
RQ-4 Hypothesis-1

Research Design: Definition

A research design is a framework or blueprint for
conducting the research project.

It details the procedures necessary for obtaining the

information needed to structure or solve research
problem(s).

It lays the foundation for conducting project.

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Research Design
Involves:
Define the information needed
Design exploratory, descriptive, and/or causal phases of
the research
Specify measurement & scaling procedures
Construct & pretest a questionnaire or an appropriate
form for data collection
Specify sampling process & sample size
Develop a plan of data analysis

Classification of Research Designs

Research Design

Exploratory Research Design Conclusive Research Design

Provision of insights into & Assist in determining, evaluating &
comprehension of the problem selecting the best course of action
situation confronting researchers to take in a given situation

Descriptive Research Causal Research

Description of something To obtain evidence
usually characteristics & regarding cause-and-
functions effect relationship.

Cross-Sectional Longitudinal
Design Design

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Exploratory vs Conclusive Research

Exploratory Conclusive
Objective: To provide insights & To test specific hypotheses and
understanding examine relationships

Character- Information needed is defined Information needed is clearly

istics: only loosely. defined.
Research process is flexible & Research process is formal and
unstructured. structured.
Sample is small & non- Sample is large & representative.
representative. Data analysis is quantitative
Analysis of primary data is
qualitative

Findings/ Tentative Conclusive

Results:

Generally followed by further Findings used as input into

Outcome: exploratory or conclusive decision making
research

A Comparison of Basic Research Designs

Exploratory Descriptive Causal
Objective: Discovery of ideas Describe Determine cause
and insights characteristics or and effect
functions relationships

Characteristics: Flexible, versatile Marked by the prior Manipulation of

formulation of specific independent
hypotheses variables,

Measure effect
on dependent
variables

Often the front end Preplanned and Control

of total research structured design mediating
design variables

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Degree of Problem Definition: possible

situation
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Defined)

Our sales are declining What kind of people are Will buyers purchase
and we dont know buying our product? more of our products in a
why. Who buys our new package?
competitors product?

Would people be What features do buyers Which of two advertising

interested in our new prefer in our product? campaigns is more
product idea? effective?

Uses of Exploratory Research

Formulate a problem or define a problem more precisely
Gain insights for developing an approach to problem
Identify alternative courses of action
Establish priorities for further research
Isolate key variables & relationships for further examination
Develop hypotheses

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Methods of Exploratory Research

Secondary data analyzed in a qualitative way
Survey of experts
Pilot surveys
Qualitative research,
Case Studies

Use of Descriptive Research

To describe characteristics of relevant groups
To estimate percentage of units in a specified population
exhibiting a certain behavior
To determine the perceptions of something (product
characteristics)
To determine degree to which variables are associated
To make specific predictions

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Methods of Descriptive Research

Secondary data analyzed in a quantitative
Surveys
Panels
Observational data

Longitudinal vs Cross-Sectional Design

Evaluation Cross-Sectional Longitudinal

Criteria Design Design

Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -

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Uses of Causal Research

To understand which variables are the cause (independent
variables) & which variables are the effect (dependent
variables) of a phenomenon

To determine the nature of the relationship between the

causal variables and the effect to be predicted

METHOD: Experiments

Alternative Research Designs

Exploratory Research
Secondary Data Conclusive Research
(a)
Analysis Descriptive/Causal
Focus Groups

Conclusive Research
(b) Descriptive/Causal

Exploratory Research
Conclusive Research Secondary Data
(c) Descriptive/Causal Analysis
Focus Groups

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Exploratory Research
Can be conducted by analyzing
Primary data
Originated by a researcher for the specific purpose of
addressing the problem at hand.

Secondary data
Data that have already been collected for purposes other than
the problem at hand.

A Comparison of Primary & Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid & easy

Collection cost High Relatively low

Collection time Long Short

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Sources of Secondary Data

Secondary Data

Internal External

Requires
Published Computerized Syndicated
Ready to Use Further
Materials Databases Services
Processing

Uses of Secondary Data

Identify the problem
Better define the problem
Develop an approach to the problem
Formulate an appropriate research design (for example, by
identifying key variables)
Answer certain research questions & test some hypotheses
Interpret primary data more insightfully

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Why do we need qualitative research?

It gives you an intimate understanding of people
Helps understand people and their social & cultural
contexts
Makes products, positioning, advertising, packaging
more relevant
Allows marketers to use their marketing spends more
effectively.

How Qualitative Research is different from

current experiences of discussion forums
Focus is on listening
moderator only rephrases to clarify & does not make dominant statements of
opinion
Attempted objectivity
moderator does not try to influence/ lead ideas, attitudes, opinions
expressed
Non-competitive
opinion of all respondents is valued & domination is discouraged
participation is encouraged and sought not dependent on lung power
No stakes to prove
moderator does not have a vested interest in the findings desired
Information is sought one-way
moderator avoids/ does not share his/ her own opinions
Strangers/ peers enhance comfort in sharing information
moderator is not seeking personal advice
moderator does not know/ is not biased towards any of respondents

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So then what is Qualitative Research?

Centrally concerned with understanding things

Exploring, Explaining, Linking

the evidence - associations, symbols, rituals,
with the interpretation - their meaning, value,
and
Identifying
the deep-rooted bonds/ strength - emotional pay-offs beyond the
rational, the relationships,
potential triggers of change, loyalty drivers
Develop
hypotheses of likely future outcomes

And the key limitations

Is diagnostic, not evaluative
Recommended when short-listing ideas, not choosing a winner
Highlights factors that influence in-market success, but does not predict
quantum of success
Does not represent all your consumers as
Involves purposeful sampling for recruitment
Number of people met is also relatively low
Respondents are invited to a GD, they may exhibit
Socially desirable behaviour and rational responses, conformity & other
group dynamic influenced behaviours
Control issues
Strong personalities can dominate if not adequately controlled
Is highly researcher dependent

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Term Project: Submissions

Group detail submission to CR by 25th Jan
Team members details (6 members in a team)
Topic Selection

Term Project Guideline

Background of Study

Definition of MDP & RP

Developing RQ

Conducting Qualitative Research & Literature Review

Developing Hypothesis

Developing /Adopting Questionnaire

Data Collection

Testing Hypothesis

Drawing Managerial Implication & Conclusion

Limitation of Study

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