Summer Placement Research

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An Overview for Research Guides Sameer Phanse

Marketing & Political Consultant

CIMR /CRKIMR

Sameer Phanse Marketing & Political Consultant

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Genesis of Presentation
This presentation is at the request of the CEO,

Mrs. Madhumita Patil

The aim is
To provide the research guides with a quick

overview of Research from the point of view of the Summer Research Project
The hope is that our students will
Learn better at the Summers Add genuine value and stand out from other

trainees

Create a good impression of self and the

Institute with the Sponsor

The

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Success at Summer Research

Some Success Factors

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Research: Relevance & Believability

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Decision Making & Marketing Research

Identify Problem or Opportunity Analyze Problem or Opportunity List Alternative Actions

ment Resea rc h

Manag

Evaluate Alternative Actions

Select an Action
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Problem to Research Design

Management Problem or Opportunity Management Analyses Management Research

Decision Alternatives

Research Design

Decision Criteria Research Purpose Research Objectives (Questions) & Hypotheses

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When to Research? Assessing Research Feasibility STA

RT
CRITI CAL DECIS ION?

YE S
DATA ACCE SSIBL E?
Internally available? Externally Accessible?

NO

YE S
TIME AVAIL ABLE?

NO

YE S
MR
ECONO MOCAL ?
For Implement ation?

R
NO

YE S

R R

NO

R
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Ethics in Marketing Research

Research Ethics
The Sponsors Ethics
Purpose of Research Dishonesty in Supplier Dealings Misuse of information

The Researchers / Suppliers Ethics

(Student/Institute)

Violating Sponsors confidentiality Improper research Execution

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Ethics in Marketing Research

The Respondents Ethics & Rights
Respondents Ethics
The abuse of respondents Violation of their rights

Selling in the guise of research is a transgression of

research as well as selling ethics

Society is becoming more aware & empowered Guides must make Chetana students aware of these

values and respondent s rights

These issues have been discussed in RM classes

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Typology of Research
Research Types
Methods Applicati on Objective s Inquiry Mode

Experiment al

Pure Research

Exploratory Research

Qualitative

Analytical Study

Applied Research

Descriptive Research Correlational Research

Quantitativ e

Historical Research

Survey Research

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Explanatory Research

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Basic Research Types

Basic Research Types
Descriptive Research
To describe what is prevalent regarding
A situation A phenomenon

Examples & Exercises

Demographic Profile of the customers of Jet Lite Attitudes of young mothers towards Baby Food

Advertisements

Consumers likes & dislikes about Dominos Home

delivery service

Sameer Phanse Marketing & Political may involve only averages and 05:04:18 analysis Political Consultant AM Consultant

One of the easiest research types, where the

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Basic Research Types

Correlational Research
To establish whether there is
A relationship An Association An interdependence

Examples & Exercises

Impact on Sales of a new Advertising Program Impact of blogging on the of word of mouth

endorsements for the latest Apple iPod

Establishing a relation between Working from home

option and the productivity of IT personnel at TCS

Impact of declaration of certain Union Budget clauses Sameer Phanse the BSE index05:04:18 AM on the movement ofPhanse Marketing& Political Sameer Marketing & 1212 05:04:18 AM Consultant Political Consultant

Basic Research Types

Explanatory or Causal Research
To establish Why
A relationship

To explain Why
A particular phenomenon occurs

Examples & Exercises

Why the Sales for Axe has picked up after the launch

of a new Commercial on Imagine channels Emotional Atyachar? buying frozen fish at Star Market (A Departmental Store)?

Why only a certain segment of the MIG has accepted

Why do certain people have a negative attitude toward Sameer Phanse Marketing & 05:04:18 AM Elections & Voting ? Phanse Marketing& Political Sameer 1313 05:04:18 AM Consultant Political Consultant

The Research Process

Research Problem Formulatio n Research Design Building Constructio n of Data Collection Instrument
Planning of How to Research Communicating What & How Research will be done

Selecting a Sample

What to Research Reporting the Research

Doing the Research

Research Reporting

Data Processing

Data Collection

Writing a Research Proposal

Research Conceptualizati on

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Political Consultant Political Consultant

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Researc h Deliver y

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The Typical Summers Research Process

Research Problem Formulatio n Research Design Building Constructio n of Data Collection Instrument

Selecting a Sample

What to Research Reporting the Research

Planning of How to Research Communicating What & How Research will be done

Doing the Research

Research Reporting

Data Processing

Data Collection

Writing a Research Proposal

Research Conceptualizati on

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Researc Researc Researc h h h Plannin Marketi Executio Sameer Phanse Marketing & 05:04:18 g Sameer Phanse Marketing & n ng

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Researc h Deliver y

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Research Problem Formulation

Research Problem Formulation

This is the most critical step in the Research

Process on which depends every subsequent step be spared for this step Problem will include
Resources at hand Skill & Knowledge Availability

Sufficient & concentrated attention & time must Factors to consider when finalizing a Research
Sponsors Purpose (Ask What if questions)

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Subject

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Research Problem Formulation of the Sub-Process Major components

Review of available Literature Identification of variables (N, O, I, R ) Development Hypotheses

Do not reinvent the wheel, do extensive literary

search
Realize that the Hypotheses has serious

implications for the research scope:

Decide your sample members
e.g. H: The youth of Mumbai visit malls more

frequently than those of New Delhi: You need youth samples from Mumbai as well as New Delhi in your sample!
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Sameer Phanse Marketing & 05:04:19 AM Sameer in your Questionnaire Types of questions Phanse Marketing & Political Consultant 05:04:19 AM Political Consultant

Research Design
Research Design
A blueprint of research action that logically

connects the particular Research methods to the

Research Purpose , Objectives Desired outcomes The specific Organizational / Community context of

the research

A bridge between the conceptual level of

objectives and the concrete dimension of implementation

Objectives / Sub-Objectives must be logically
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connected with thePhanse Marketing & Hypotheses Sameer Phanse Marketing & 05:04:19 AM Sameer
Political Consultant Political Consultant

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Data Collection Instrument

Constructing the Data Collection Instrument
Any device or system used for collecting the

required data is called as a Data Collection Instrument

Examples
Questionnaire Interview Guide Observation Form

Also called a Research Tool

Pre-Testing of the tool is usually advisable and

must be carried out in a real world environment

In the case of Secondary information, you would
05:04:19 AM Sameer Phanse Marketing & or framework to 05:04:19 AM have a specially designed Marketing & Sameer Phanse form Political Consultant Political Consultant 19

Sample Selection
Selecting the Sample
The accuracy of the end result depends to a

great degree on the appropriate selection of the sample

Sampling Theory involves two fundamental aspects
Selection of an unbiased Sample Delivering maximum accuracy for a defined quantum

Sample selection is guided by Sampling Theory

of Resources

There are three basic Sampling Designs

Probability or Random Sampling Designs Non-Probability or Non-Random Sampling Designs Sameer Phanse Marketing & 05:04:19 AM Sameer Phanse Marketing & In casePolitical Consultant some reason, go in for a20 you cannot, for 05:04:19 AM Political Consultant

Sample Selection
Significance of the Sampling Design
Decides your ability to project Sample data onto

the Population employed

Dictates the choice of Statistical tests that can be

In real life, from my own experience, pure

random samples are extremely difficult even if you have a big fat budget
To mitigate the effect of a non-probability

samples,
Use Non-parametric tests such as Chi-square, but Keep your questionnaire accordingly designed to

Sameer Phanse Marketing & 05:04:19 AM Sameer Phanse Marketingusually be good For aPolitical Consultant that should & summer project 05:04:19 AM Political Consultant

pick frequencies/percentages

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Marketing the Research

Writing the Research Proposal
The Research Proposal is a document meant for
The Research Sponsor (Summer Corporate) The Research Approving / Supervising authority

(Research Guide)

The Research Evaluation entity (Viva Jury)

The aim of the Research Proposal is to formally

communicate in a written form

The Research Plan and The Research Design

Broadly the Research Proposal must spell out

Phanse Marketing 05:04:19 AM What SameerSameer Phanse Marketing & is proposed to be done& Political Consultant 05:04:19 AM Political Consultant 22

Marketing the Research

Typical Contents of the Research Proposal
Objectives of the Research Hypotheses if any The Study Design The Setting of your Study (Corporate /

Community/ Mall etc.)

The Research Instrument(s) you propose to

deploy
Sample Size & Sampling Design information Data Analyses procedures anticipated An overview of the planned Chapter Scheme Sameer Phanse Marketing & 05:04:19 AM Sameer Phanse Marketing & Political Consultant 05:04:19 AM Political Consultant
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Data Collection
Data Collection
This is the commencement of the external, real-

world Research activities

Examples
Interview a respondent

This is the stage you actually pick up the data

Go armed with Questionnaires onto the field Make Observations Run a Focus Group Discussion

Ethical aspects may especially be need to be

Sameer Phanse Marketing & 05:04:19 AM Sameer Phanse Marketing & Consultant AlwaysPoliticalPolitical Consultant test the questionnaire using a pilot 05:04:19 AM

tackled during this stage of the Research Process

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Data Processing
Data Processing
The Analyses of data is the penultimate step in

the Research process beforehand the

Type &

Its very important to visualize & plan

Level of analyses that the collected data will be

subjected to, since certain analyses and statistical procedures demand the input of certain specific types of variables & data

The type of Analyses you will employ depends

upon

The rigor of analysis desired Sameer Phanse Marketing & 05:04:19 AM Sameer Phanse Marketing & Political data collected Consultant 05:04:19 The type ofPolitical Consultant AM

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Delivering the Research

Research Reporting
Communicating & Delivering the Research
This is the last stage of the Research Process The Goals of Research Reporting are to inform the

interested community
What was done What has been learnt

What conclusions have been drawn from the findings

The clearer one is about the Research, the easier it is

to write the Research Report

Oral reports are usually made along with the

submission of the written report

Sameer Phanse Marketing as 05:04:19 AM Oral reports have their merits & well as demerits Sameer Phanse Marketing & Political Consultant 05:04:19 AM Political Consultant

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Thank You!
End of Session

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