BUSINESS RESEARCH MANAGEMENT

MODULE 1: QUESTION & ANSWER

Presented By: Group I Group Members: Swati Shabina Ashok Lekha V Vijaylakshmi Tara B Patil Pooja Kumari Manasa R Shilpa L R

3 Marks Questions:
1.) What do you understand by term ethics in business research? Ethics is nothing but accepted code of conduct. Ethics in business research is very much required in todays industrial scenario. Ethical issues of marketing research can be studied from three different angles. Ethics in treatment of the respondents. Ethics in treatment of buyers and clients Ethics in treatment of researchers.

Ethics in treatment of the respondents: The code of conduct must consider the following things: Information which should not be disclosed and made public i.e, participants name and secrecy must be protected Data collected from respondents must be correct and should not be manipulated.

While talking about the ethical part of market research, the rights of the respondents must be protected: Right to privacy Right to choose Right to safety Right to be informed

Ethics in treatment of buyers and clients Selecting the bidders Limited funds Non-availability of the data

2.) Distinguish between quantitative research and qualitative research? Quantitative research is research which collects measurements that can be analyzed mathematically. Generally speaking, this means data which has (or can be interpreted as having) an interval or ratio scale of measurement. Quantitative research can produce statistical results that are powerful - meaning that they can make very fine distinctions between tested groups - but sometimes suffer from over-specificity, producing results which (however accurate) are trivial, or difficult to interpret in meaningful terms. Qualitative research takes measurements that are difficult to analyze mathematically. Statistical techniques for qualitative research are far less powerful than quantitative techniques, but qualitative data usually

contains much more information, and is often easier to interpret and more meaningful to real-world situations than quantitative results. example: if a researcher has a question about a nation's satisfaction with its government, she can create a survey (e.g. a large set of questions with responses given on a 1-7 scale) to produce quantitative measure of citizen satisfaction, or she can conduct a series of interviews (e.g., a small set of questions which individuals can answer at length, usually with the researcher trying to dig deeper into issues that arise) to produce a qualitative measure. the first will give an overview of citizen opinions without much detail, but which can be run through statistical tests; the second will give a rich and precise understanding of what citizens like and dislike about their nation, but will be far more difficult to analyze Researchers frequently use combinations of quantitative and qualitative research in any given study.

3.) What is meant by research management? Management Research can be broadly defined "as a form of systematic inquiry that contributes to knowledge in the field of management". It is also about searching systematically for solutions to

management problems. Research management is the overseeing the development of excellent communication systems, data qualifications, time schedules, cost controls, client profitability, and staff development. Research includes pure basic research, strategic basic research, applied research and experimental development. In addition to the activity of staff who is obviously engaged in research and experimental development, research activity includes: the provision of professional, technical, administrative or clerical support and/or assistance to staff directly engaged in research and experimental development; management of staff who are either directly engaged in research and experimental development or are providing professional, technical or clerical support or assistance to those staff; activities of students undertaking postgraduate research courses; development of postgraduate research courses; and Supervision of students undertaking postgraduate research courses.

4.) Is marketing research a basic research or an applied research? Explain Marketing research is an applied research because it aims at finding a solution for an immediate

problem faced by any business organization. This research deals with real life situations. Example: Why have sales decreased during the quarter ? Market research is an example of applied research.

Gathering knowledge for

knowledge sake is known as basic research .It is not directly involved with

practical problems .It does not have any commercial potential . There is no intension to apply this research in practice. Example: theory of relativity (by Einstein)

5.) What are the objectives of research? To determine the frequency with which something occurs or with which it is associated with something else To test hypotheses of a causal relationship between variables To gain familiarity with a phenomenon (exploratory research studies)

7 Marks Questions:
1.) Why market research cannot be considered scientific .Give reasons. In Marketing Research, the instrument used is a questionnaire. There are five main problems faced by researcher regarding validity and reliability:

Different respondents interpret the same question in different manner. So the reply of the respondents will be different. It is difficult to ascertain whether the sample is a representative of the population or not. The same questionnaire administered by different interviewers will yield different results. The measuring instrument, namely the questionnaire may not stare clearly what is being measured. Lab experiments are held under controlled conditions, such as temperature, humidity etc. In

marketing research, it is not possible to control external factors surrounding the study.

Example: Respondent is interviewed on a specific subject. After 60 days, the respondent is interviewed again reply could be very different from what he said earlier. This may happen because he gathered additional information, or had discussed the subject with others during this period.

Reliability implies that we must obtain similar result again when measured. Media will be the same, when measured repeatedly. 2.) Scientific methods are difficult to apply in business research comment. Or what are the difficulties in applying scientific methods in marketing research Role of investigators Inaccuracy of measuring instruments Pressures of time-frame Testing of hypothesis Complexity of the subject

Role of Investigators Organizations are the clients of researchers. Sometimes, the investigator tries to fit in results which are readily acceptable to clients. The is possible when the investigator manipulates the data or does not conduct an exhaustive study. In either of these circumstances, the study becomes unscientific.

Inaccuracy of measuring instruments Accuracy of measurement separates scientific and unscientific methods. Since human beings are the participants, subjectivity invariably creeps in. Most of the, information obtained from the respondent is qualitative in nature. Example: Brand preference of a respondent. The respondent might say that I immensely like this brand. It is difficult, if not impossible, to quantify this reply. The questionnaire used to measure attitudes is not precise. Also, each of the interviewers will administer the questionnaire differently. Added to this, the respondents casual answer may be due to pre-occupation, fatigue, etc.

Influence of Measurement In physical sciences, the researcher can repeat an experiment any time to get the same results. This is not the case with marketing research. When a respondent realizes that he is being measured, his response and behavior undergoes a change. Because, human reaction changes quickly. The reliability and validity of research will suffer a great deal.

Pressures of Time-frame Marketing research must be conducted and completed within a given time-span. If more time is consumed in conducting the research, competitors might enter and capture the market. The research is concluded in a hurry, leading to lack of credibility due to the pressure exerted by the clients on the researcher.\

Testing of Hypothesis Any hypothesis formed in MR must be tested. Thus, experimentation has to be resorted to. In marketing research, it is almost impractical to carryout experiment due to many factors which come in the way. For instance, while measuring the impact of advertising on sales, it may so happen that competitors have also advertise, resulting in lesser volume of sales. Also, it is impossible to reproduce the same experiment. The reliability of research suffers on account.\

Complexity of the subject The subject becomes very complex, due to the fact that it is human beings, who interact with the researcher. Human reaction varies from time to time. Different individuals react differently for a given stimuli. Added to this are the environmental factors and peer influence adding to the complexity. Ads or promotions campaign held at different times yield different results due to changed perceptions and reactions by audience. Due to all these reasons, we can say that marketing research is complex.

Market researchers are subjected to pressure. The research is to be completed quickly before competitors enter the market. Due to this pressure, reliability might suffer and face difficulty in testing the hypothesis.

Testing the hypothesis is the core in scientific research. In marketing, it is very difficult to control external factors in the field.

Example: Measuring the effect of advertising on consumer behavior. Here, the advertising factor cannot be isolate4d from other factors such as change in the taste of customers or action taken by competitors

3.) What are the criteria of a good research? OR what are the features of good research study? The criteria of a good research are as follows:

A GOOD RESEARCH SHOULD BE SYSTEMATIC The research should be structured. A good research will satisfy the steps to be taken in an orderly sequence according to a Set of defined rules. i.e. Researcher uses scientific methods and therefore uses scientific methods and therefore it is systematic.

A GOOD RESEARCH SHOULD BO LOGICAL There should be logical reasoning in any research. This logical process used could be induction or deduction. Induction is a process of reasoning from the part to whole.

An example of induction: An advertising company gathers information about market requirements from retailers from a small test market. Based upon the findings, say price, generalization is made regarding what is the acceptable market price or Is the customer price sensitive? Deduction is a process of reasoning some premise and then reaching the conclusion which follows from that premise. In deduction, the conclusion drawn must necessarily follow the reason stated. An example of deduction: all products manufactured by Reebok Company are good. This leather wallet is a product of Reebok, so it must be good.

A GOOD RESEARCH SHOULD BE EMPIRICAL Empirical means the factual investigation is possible. Research should be such that it can be validated, i.e., it should be possible to describe, interpret and explain the phenomenon.

A GOOD RESEARCH IS REPLICABLE A researcher conducted can verify the result by repeating the study and thereby delivering a sound decision-making framework. For example, if two research organizations undertake the same study, the result should be similar and not different. If the results are similar, then the research is will be replicable.

4.) Discuss in detail the emerging trend in business research? Revolutionary developments in information technology have changed the face of business research. Computers have contributed significantly in conducting analysis and reporting the research. Computers not only save time and money but also speed up the work . Many software programs have been developed for research purposes. For example: SPSS program. By using this program , one can apply statistical technique to analyze the data. Information technology has engineered a new range of tools for market researchers. The Internet is also a source for collecting abundant secondary data and relevant primary data. The internet has also solved many organizational problems by providing quick and effective facilities for data collection , manual works , paper works etc. Online focus group, online meeting , online training , online services , online reporting , online discussion etc., are common in today s organizations.

ONLINE SURVEY Online survey is a method , by which one can conduct the survey and collect the data via the internet. It requires no physical movement on the part of the researcher for data collection . One way of conducting this research is to the customer to go to a particular companys website and fill the questionnaire that is displayed in the website . ONLINE FOCUS GROUPS It is a technique of creating a chat room or channel on website , where the moderator brings the scattered audience all over the world for a discussion E- focuses groups allows respondents to view texts , graphics , sounds , video or multimedia for evaluation and meeting.

5.) Explain the ethical issues in business research? Ethics is nothing but the accepted codes of conduct. Ethics in business research is very much required and relevant in todays industrial scenario. The ethical issues involved in business research can be studied from three different angles. Ethics in the treatment of the respondent. Ethics in the treatment of buyers and clients. Ethics in the treatment of researchers.

ETHICS IN THE TREATMENT OF RESPONDENT An ethical code of conduct must consider the following things: Information that should not be disclosed and made public, i.e., participants name and secrecy must be protected. Data collected from respondents must be correct and should not be manipulated.

The rights of respondents must be protected. Right to privacy: The researchers should convince the customer that the survey does not involve unethical things and it is being conducted for mutual benefit. Eg: Health care products should not mislead the user. Right to choose: The customer must be allowed to choose what he wants. No force should be exerted by the sellers on the buyers. Right to safety: The researcher must not inflict psychological harm by putting the respondents under pressure to answer. Right to be informed: The researcher must inform the customer in advance about the purpose of gathering the information.

ETHICS IN THE TREATMENT OF BUYERS AND CLIENTS The method of conducting the research and the results obtained should be accurate. The researcher should keep the identity of the client confidential. If the client requests or demands an unethical research, the researcher should refuse to take up the ill advised research for his clients. Maintaining confidentiality and secrecy is of utmost importance. ETHICS IN THE TREATMENT OF RESEARCHERS Selecting the bidders: Sometimes firms, for the sake of formality, call for quotations from a number of market research agencies, even though they have already decided to whom the project should be given. This is an unethical practice in the matter of selection of researchers. Limited funds: Certain firms have limited funds allocated to carry out the research Eg: The firm may have a budget to conduct research on any basis. This is an unethical practise. A firm has to make this clear to the researcher while inviting proposals. Non-availability of data: Some firms give projects to their researcher, but do not provide him with required sales and cost data. Since this may the basis for carrying out the research, the researcher feels frustrated at nor receiving the basic data. This is unethical on the part of the client firm. Pseudo-Pilot studies: Some clients ask the research agencies to conduct pilot studies and promise that if the researcher does a good job during the pilot study stages, there will be an additional major contract immediately. This is not an ethical practise. Political research: Political organisations hire some research consultants to carry out a research. In such cases, there is all likelihood that the consulting firm or organisation will be policatically pressurised to produce reports and forecast in favour of the party commissioning it. This is an unethical practice.

6.) Role of business research in decision making Business Research Business Research is the process of systematic and in depth study or search for any particular topic, subject or area of investigation of business, backed by collection, complication, presentation and interpretation of relevant details. Research not only provides facts and figures in support of business decisions, but also enables one to choose a measuring rod to judge the effectiveness of each decisions.

Decision making Decision Making can be regarded as an outcome of mental processes (cognitive process) leading to the selection of a course of action among several alternatives. Every decision making process produces a final choice. The output can be an action or an opinion of choice. Human performance in decision making terms has been the subject of active research from several perspectives. From a psychological perspective, it is necessary to examine individual decisions in the context of a set of needs, preferences an individual has and values they seek. From a cognitive perspective, the decision making process must be regarded as a continuous process integrated in the interaction with the environment. From a normative perspective, the analysis of individual decisions is concerned with the logic of decision making and rationality and the invariant choice it leads to. Yet, at another level, it might be regarded as a problem solving activity which is terminated when a satisfactory solution is found. Therefore, decision making is a reasoning or emotional process which can be rational or irrational, can be based on explicit assumptions or tacit assumption. Logical decision making is an important part of all science-based professions, where specialists apply their knowledge in a given area to making informed decisions. For example, medical decision making often involves making a diagnosis and selecting an appropriate treatment.

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10 Marks Questions:
1.) Explain the different types of research?

Exploratory Research: There are certain studies for which in depth or detailed analysis or investigation are essential to gain insides in to the problem. Exploratory research is attempted when conclusive result could not be obtained through the first or preliminary level study of the problem for this purpose certain hypothesis are formulated which will be tested subsequently. Exploratory research serves the function as classifying the concepts establishing priorities for further research arrangement of problems priority wise etc.

Descriptive Research: This research aims to portray accurately the characteristics of particular individual or group and to determine the frequency of occurrence of such events. It presents the statistical information and facts n tools like correlation coefficient, regression and trend analysis are usually adopted.

Applied Research: Applied research aims at finding solution for an immediate problem faced by any business organization. This research deals with real life situation.

Pure/Fundamental Research: Pure research is undertaken for the sake of knowledge without any intention to apply it in practice. It is undertaken out of intellectual curiosity of a person it aims to extension of knowledge. This may lead to either discovery of new theory.

Conceptual Research: This is generally used by philosophers. It is related to some abstract idea or theory. In this type of research, the researcher should collect the data to prove or disapprove his hypothesis. The various ideologies isms are examples of conceptual research.

Causal Research: Causal research is conducted to determine the cause and effect relationship between the two variables.

Historical Research: This research is a study of past records and other information sources with a view of reconstructing the origin and development of an institution or a system and discovering the trends in past. The solution will be made on the basis of past events, past trends facts and attitudes. It is descriptive in nature. This research is depending upon inference and logical analysis of recorded data and direct observations. The limitation is relating to the reliable and adequate data.

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Ex- Post Research: In this type of research, an examination of relationship that exist between independent and dependent variable is studied. We may call this empirical research. In this method, the researcher has no control over an independent variable. Ex-post facto literally means from what afterwards. In this research, a variable A is observed. Thereafter, the researcher tries to find a causal variable B which caused A. In this type of analysis, there is no scope for the researches to manipulate the variable. The researcher can only report What has happened and What is happening.

Action Research: This type of research is undertaken by direct action. Action research is conducted to solve a problem.

Evaluation Research: This is an example of applied research. This research is conducted to find out how well a planned program is implemented. Therefore, evaluation research deals with evaluating the

performance or assessment of a project.

Library Research : This is done to gather secondary data. This includes notes from the past data or review of the reports already conducted. This is a convenient method whereby both manpower and time are saved.

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