Session 1 RESEARCH METHODOLOGY

Research Problem Research Design & Hypothesis Formulation

CASE In a project conducted for a major consumer firm the management faced the problem was how to respond to a price cut initiated by a competitor. The firms research staff initially identified the problem and suggested: a) Reduce the price b) Maintain the price and increase the price heavily. c) Reduce the price partially and moderately increase the advertisement cost None of the above worked An outside researcher was brought and the problem was redefined as improving the market share as: a) Improving the market share. b) Profitability of the product line. QUESTIONS??? 1) What was wrong with the problem which was defined? Ans: Problem Defined too narrowly 2) What would you have suggested as the research staff of the company? Ans: To look at the production line. 3) How do you develop a marketing strategy for a brand? Ans: By increasing the brand equity. 4) How do you improve the competitive position of the firm? Ans: By improving the marketing mix.

QUESTIONS?? 1. a) b) c) What do you mean by research in Redman and Mory Definition? An area of scientific investigation. Search for knowledge. Systematized effort to gain new knowledge.>

d) Voyage of discovery. 2. Fill in the blank Research Methodology in a way to________ solve the research _______ a) systematically, method b) Studying, problem c) Studying, method d) Systematically, problem > 3. a) b) c) d) Research Methodology is a way to systematically solve the _____ problem. Statistical Sampling Research > All of these

4. a) b) c) d) 5. a) b) c) d)

____________ is a subset of research methodology Scientific method Research methodology > Research techniques None of these Redman and Mory define research as Systematized effort to ___________ Reach conclusions Make deductions Formulate hypothesis Gain new knowledge >

6. The research that includes survey and facts findings enquiries is known as __________ a) Fundamental Research b) Analytical Research c) Empirical Research d) Descriptive Research > 7. a) b) c) d) __________ research is related to some abstract ideas or theory. One time research Historical research Conceptual research > Field-setting research

8. To test a hypothesis of a casual relationship between varieties is the study of a) Research Methodology

b) Research Techniques c) Hypothesis testing > d) Research Design 9. a) b) c) d) Descriptive research includes Survey & fact findings enquires > Problem solving Measurement of quantity None of these

10. The purpose of inferential approach is to a) To experiment b) Form a database > c) To simulate d) None of these 11. Significance of research is a) Private relationship b) Solving personal problems c) For Non-Government policies base d) None of these > 12. Research means a) Search again > b) To measure c) To apply d) None of these 13. Types of research are a) Descriptive > b) Ordinal c) Cardinal d) Nominal 14. Modeling research deals with a) Mathematical & management model > b) Statistical model c) English models d) None of these

Session 2
RESEARCH PROBLEM

CASE
The Drug & Cosmetic Industry (U.S.A) in March 1997 reported: Chanel Inc. is considering advertising its brand of perfume in magazines which it formerly considering too pedestrian pedestrian for its prestigious brand working Women, savvy, Omni and interview. The Chanel brand has 2.8% share of department store sales, the leader being Estee Lauder with a 20.9 % share QUESTIONS??? 1) What is the objective of Chanel Inc.? Ans: To increase its market share 2) Why does Chanel want to expand its advertising beyond the high end magazines Ans: To remove its upscale image. 3) Formulate three Null Hypothesis Ans: (H1) Chanel is perceived to be an expensive brand

(H2) Users of Chanel have higher than average income. (H3) Users of Chanel associate this perfume with status. 4) State the factors which the researcher has to examine while formulating 3 separate hypothesis? ANSWER The researcher has to MEASURE the perceived price associated with the Chanel Brand 2) In formulating the hypothesis No. 2 the researcher has to FIND: a) Users and non-users of Chanel b) Purchasing power (Income) of the users. 3) Formulating the Hypothesis No. 3 the researcher will have to find a set of VARIABLES which measure the status associated with Chanel.

Result of the study

The research supported Hypothesis H1 and H3 and not H2.

Chanel was perceived to be an expensive brand and user associated this perfume with status. However the users of Chanel were not merely higher-than-average income group as most of them are working women.

CONCLUSION
Thusbroadening of the target market by advertising in magazines formally considered pedestrian led to an improvement of sales of Chanel by 30% QUESTIONS?? 1. a) b) c) d) 2. a) b) c) d) 3. a) b) What are the types of research, find the correct pair? Applied v/s fundamental > Quantitative v/s analytical Descriptive v/s qualitative Empirical v/s historical research.

Exploratory Research is Development of hypothesis rather than their testing > Research free pick up of a problem Research according to the research own inclination Decision oriented research What is the purpose of inferential approach? Building model for understanding future conditions Form a data base from which to infer characteristics or relationships of population > c) Greater control over the research environment d) Involves the construction of an artificial environmental within which data can be generated

4. Qualitative approach is a) Survey research where a sample of population is studied b) Operation of a numerical model that represents the structure of a dynamic process c) Concerned with subjective assessment of attitude opinion and behavior > d) Utilization of historical sources like documents 5. Complete the following :- when we talk of research _________we not only talk of research methods but also consider the logic behind the methods we use in the context of our research ________and explain why we are using a particular___________ a) methodology, study, methods >

b) Technique, method, study c) Technique, study, method d) Method, design, study 6. a) b) c) d) 7. a) b) c) d) 8. a) b) c) d) 9. a) b) c) d) Extensive literature survey is divided into 2 parts Review concept and theories + review previous research findings > Analysis data + collect data Understand problem + sample design Develop hypothesis + literature study Research purpose are grouped into four categories (1) Exploration (2) Diagnosis (3) Descriptive and Longitudinal Simulation Experimentation > Operation Primary data is collection through Magazine Journals Survey > internet A good research is empirical, replicable &. Systematic > Lengthy Descriptive Insufficiency

10. Purpose of good research should be:a) Clearly defined b) Concept based c) Descriptive d) All of the above > 11. Pilot survey is a method used for a) Technique of defining a problem > b) Selecting the problem c) Necessity of defining a problem d) Non of these 12. Research design is arrangement of conditions for:a) Collection of data b) Analysis of data c) Conceptual structure d) All of these >

13. Research design must contain a) Clear statement of research problems b) Procedure and techniques for gathering information c) Methods to be used for processing and analyzing data d) All of the above > 14. Principle of randomization provides a) Control b) Protection > c) Variation d) Variability 15. Experimentation design refers to a) Framework > b) Analysis c) Magnitude d) None of these. 16. Factorial design are used in experiments where the effect of varying more than _____ factor/s is/are to be determined. a) One > b) Two c) Three Four 17. The basic principle of experimental design according to Fisher:a) Principle of randomization b) Principle of local control c) Principle of replication d) All of these > 18. Put in order (from 1to3). A research plan involves the following steps in order of___ a) Creating a document that can be given to others for comment b) Organize the ideas in a form whereby it will be possible to look for flaws & inadequacies c) Provide an inventory of what must be done and which material have to be collected as preliminary step (bca) 19. Research plan must have a) Major concept that the researcher wants to measure b) Objective of study c) Problem to be studies d) All of these >

20. A research design is the arrangement of______ for collection and _____ of data in a manner that aims to combine relevance to research purpose. a) conditions, analysis > b) Collection, tests c) None of these d) Method, analysis

Session 3 CASE

FLORIDA DEPARTMENT OF TOURISM A survey was conducted by the Florida Department of tourism to gain an understanding of the Travel Behavior of the in-state residents. The households were STRATIFIED by: NORTH, SOUTH & CENTRAL FLORIDA Regions. Random Sampling techniques was used to reach these house-holds. Households were screened to locate family members who met the Following FOUR CRITERIA: 1) Age: 25 years or older 2) Live in FLORIDA at Least 7 months of the years 3) Have lived in FLORIDA for at least 2 years. 4) Have a FLORIDA DRIVERS LICENSE To obtain a representative Sample, a random method was used to select the respondents from within a household. All household members meetings the four criteria were listed. Repeated telephone calls were made to reach that person.

CASE FACTS
1) Target Population: Adults meeting the 4 criteria (elements) in a household with a working telephone# (sampling Frame) in the state of FLORIDA (Region) during the survey period (time) 2) Sampling Frame: Select telephone# using Random samplingTechnique.

3) Sampling Unit: Working Telephone No.s 4) Sampling Technique: STRATIFIED SAMPLING. The target population was geographically stratified into 3 regions: NORTH, SOUTH & CENTRAL Florida. 5) Sample Size: 868 6) Execution: - Allocate the sample among Strata - Use Random Digit Dialing - List all the members in the household, who meet the 4 criteria - Conduct the survey

CONCLUSION
The survey based on this type of sound sampling design has helped the Florida Department of Tourism To: Market: The State to In-State as well as Out-ofState customers

QUESTIONS??
1. Sampling design in which the ultimate size of sample is not fixed in advance, but is determined according to mathematical decision rules. a) Area sampling b) Multi stage sampling c) Sequential sampling > d) Cluster sampling 2. In this type of sampling total population is divided into a number of smaller non over-lapping area a) Area sampling b) Sequential sampling c) Cluster sampling > d) Stratified sampling 3. a) b) c) 4. a) Stratified sampling technique is generally applied for: Homogenous groups Heterogeneous groups > Any type of data Sampling design is determined After the data is collected

b) before the data is collected > c) After the sample is taken d) Before the data is collected 5. A complete enumeration of all items in a population is known as: a) Universe b) Sample c) Census inquiry > d) Population size 6. Sample error does not happen due to a) Indeterminacy principle b) Inappropriate sampling frame c) Natural Bias in reporting of data d) Population size. > 7. _____ type of sampling is based on the concept of random selection. a) Probability > b) Non-Probability c) Restructured d) unstructured 8. Quote sampling and judgmental sampling comes under:a) Simple random sampling b) Probability sampling c) Complex random sampling d) Purposive sampling > 9. Which of the following names does not refer to non-probability sampling: a) Purposive b) Judgmental c) Quota d) Deliberate e) None of the above > 10. The expected value of sampling errors happen to be equal to a) One b) Zero > c) Infinite d) Should be calculated 11. When each sample element is drawn individually from population it is know as: a) Restricted sampling b) Unrestricted sampling > c) Probability sampling d) Non-probability 12. Quota sampling is an example of a) Non-probability sampling > b) Restricted sampling c) Unrestricted sampling

d) None of the above 13. The law of statistical regularity is followed by:a) Chance sample > b) Clustered sampling c) Multistage sampling d) Area sampling 14. What is cross stratification ? a) Done between 2 data population b) Population are stratified according to several characteristics > c) Part of mixed sampling d) Part of unrestricted sampling

Session 4 CASE
Respondents were asked to allocate 100 points to attributes of a Slippery slope Shea butter lavender soap. In this manner it reflects the importance to which the respondents attaches to each attributes. If an attribute is unimportant then the respondents assign 0 points. Sl. No 1 2 3 4 5 7 8 Attributes Mildness Lather Price Fragrance Packaging Moisturizing Cleaning Power Respondents 1 8 2 53 9 7 5 13 100 Respondent 2 2 4 17 0 5 3 60 100 Respondent 3 4 17 9 19 9 20 15 100

QUESTIONS??
1. Nominal Scale is a) Deals in No s >

b) Sequences c) Differences in variables d) None of these

2. a) b) c) d) 3. a) b) c) d) 4. a) b) c) d) 5. a) b) c) d) 6. a) b) c) d) 7. a) b) c) d) 8. a) b) c) d)

Ordinal Scale follows which method of co-relations Rank > Karl Pearson Scatter Diagram None of these Interval Scale arbitrary is Zero > Two One Three Scale is continuum consisting of two Extreme points > Middle points Same points Same points Likert type scales are also known as Summated scales > Differential scales Arbitrary scales Cumulative scales Examples of Ordinal Scale 3>4> Bar Codes Heights Different dress size Nominal Scales common tool of statistical significance is Chi-Square > T-Test F-Test Z-Test Rating is Categorical > Compare Difference None of these

9. Ratio Scale is based on what..?

a) b) c) d)

+ > More or less than X

10. a) b) c) d) 11. a) b) c) d) 12. a) b) c) d) 13. a) b) c) d) 14. a) b) c) d) 15. a) b) c) d)

Temperature measured on Kelvin Scale Nominal Ordinal Internal > Ratio Military Rank Nominal Ordinal > Interval Ratio Social Security No. Nominal > Ordinal Interval Ratio Amount of Money Collected Nominal > Ordinal Interval Ratio Dimension s of a plot of land Nominal Ordinal Interval Ratio > The most widely used classification of measurement scale are:Nominal Scale Ordinal Scale Interval and Ratio Scale All of the above >

16. a) b) c) d)

Measurement is a process of:Mapping aspects > Assigning numbers High accuracy None of these

17. a) b) c) d) 18. a) b) c) d)

Ratio Scale have an _______ zero of Measurement Length > Absolute Height Centimeter Scaling Procedures may be broadly classified on following bases Subject Orientation Scale Properties Number of Dimensions All of the above >

Session 5 QUESTIONS ??
1. a) b) c) d) 2. a) b) c) d) 3. a) b) c) d) 4. a) b) c) d) 5. a) b) c) d) Basic empirical operation of ordinal scale is Determining the equality Determining the intervals and differences Determining the greater and lesser value > Determining the quality of ratios Internal scale have the power of Provision for absolute zero Ratio scales Ordinal data > None of these Primary data are those which are Already used data Afresh and collected for the first time > Complication of data All of these In nominal scale collecting information's are Distinct from each other Inversely related Proportionately related Mutually exclusive > Which of the following is one of the characteristics of mapping scale Classification > Uniformity Judging the natural history of unit All of these

6. In case of nominal scale a researcher is restricted to use ______ as a measure of central tendency a) Mean b) Mode > c) Median d) Harmonic mean 7. Multiple choice questions are also known as a) Open ended questions b) Yes or no type questions c) Closed question > d) None of these

8. In case of data collection through schedules________ a) Observation method > b) Interview method c) Case study method d) all of these 9. Open ended questions___________ a) Limited to certain alternatives b) Based on alternative replies c) Permits free response > d) None of these 10. Case study method constitute perfect type of ___________ a) Sociological unit > b) Technological unit c) Psychological unit d) All of these 11. In case of tabulation, total rows should be placed a) At the top b) At the bottom c) At the extreme left column d) At the extreme right column >

12. Inferential analysis is also know as a) Descriptive analysis b) Statistical analysis > c) Causal analysis d) Correlation analysis 13. Case study method is a) Time consuming b) Very expensive

c) All the above > d) None of these 14. Depth interviews are designed to a) Describe the social relationship among individuals b) Analyze the context of documentary material c) Estimate the consumption of basket of goods d) Discover the underlying motives and desires >

Session 6 Questions
1. a) b) c) d) e) A written research report must have Findings Analysis of findings Interpretations Conclusions All of the above >

2. a) b) c) d) e) 3. a) b) c) d) e)

Short reports are appropriate when the problem is Well defined Limited scope Simple and straight forward methodology All of the above None of the above > Letter is a form of Short report > Long report Technical report Management report High technology report

4. a) b) c) d) e)

Short reports are about 7 pages 11 pages 1 page 5 pages > 9 pages

5. Long reports are of two types, they are:-

a) b) c) d) e) 6. a) b) c) d) e) 7. a) b) c) d) e) 8. a) b) c) d) e) 8. a) b) c) d) e) 9. a) b) c) d) e)

Technical and management > Technical and tabular Tabular and management Graphical and pictorial Management and graphical A report must include Problem statement Research objectives Background Recommendations All of the above > Prefatory information contains Letters of transmittal and title page Authorization statement Sampling design A and B > B and C Methodology includes the following Sampling design Research design Data collection and analysis Limitations All of the above > Methodology includes the following Sampling design Research design Data collection and analysis Limitations All of the above > The longest section of the report is Introduction Methodology Findings > Conclusions Appendices

10. Data analysis describes a) Data handling and preliminary analysis

b) c) d) e)

Statistical tests and computer programs A only B only A&B>

11. Appendices are the place for a) Complex tables and questionnaires b) Supporting documents c) Copies of forms d) Instructions to field workers e) All of the above > 12. A technical report must have a) Prefatory information b) Introductions c) Methodology d) Findings e) All of the above > 13. The outline in a report writing are a) Demand and variations b) Voluntary and secondary c) Topic and sentence > d) Sentence and secondary e) Demand and voluntary 14. The title page must have. a) The variables included in the study b) The relationship among the variables c) The population to which the results may be applies d) A, B & C > e) A & C 15. Bibliography is present in a) Letter b) Technical long reports > c) Technical short reports d) Management long reports e) All of the above

Non-Probability Sampling Methods

The common feature in non probability sampling methods is that subjective judgments are used to determine the population that are contained in the sample .We classify nonprobability sampling into four groups: Convenience Sampling Judgment Sampling Quota Sampling Snowball sampling

1. Convenience Sampling:
y y y y This type of sampling is used primarily for reasons of convenience. It is used for exploratory research and speedy situations It is often used for new product formulations or to provide gross-sensory evaluations by using employees, students, peers, etc. Convenience sampling is extensively used in marketing studies

2. Judgment Sampling
y It is that sample in which the selection criteria are based upon the researchers personal judgment that the members of the sample are representative of the population under study It is used for most test markets and many product tests conducted in shopping malls. If personal biases are avoided, then the relevant experience and the acquaintance of the investigator With the population may help to choose a relatively representative sample from the population. It is not possible to make an estimate of sampling error as we cannot determine how precise our sample estimates are.

3. Quota Sampling
y y This is a very commonly used sampling method in marketing research studies. The sample is selected on the basis of certain basic parameters such as age, sex, income and occupation that describe the nature a population so as to make it representative of the population. The Investigators or field workers are instructed to choose a sample that conforms to these parameters. The field workers are assigned quotas of the number of units satisfying the required characteristics on which data should be collected

4. Snowball Sampling
y The sampling in which the selection of additional respondents (after the first small group of respondents is selected) is based upon referrals from the initial set of respondents.

y y

It is used to sample low incidence or rare populations. It is done for the efficiency of finding the additional, hard-to-find members of the sample.