Introduction to

Course Objective
Enhance your Understanding, knowledge and skills enough to Teach Conduct a research project and Publish

Session objective
After attending this session the Scholars will be able to understand and define
Context of research What is research Why research When research How to research

WHAT IS

RESEARCH

Research is systematic and objective process of gathering, recording and analyzing data in a scientific way for making good decisions

Potential Value of Research Should Exceed Estimated Costs

Costs Value
Decreased certainty Increased likelihood of a correct decision Improved business performance and resulting higher profits Research expenditures Delay of business decision and possible disclosure of information to rivals Possible erroneous research results

Stages of the Research Process

Problem Discovery and Definition Discovery and Definition

Research Design

and so on Conclusions and Report

Sampling Data Processing and Analysis Data Gathering

Research Process
1. Identify Problem/Topic 2. Literature Review 3. Research Design

4. Data Collection
5. Data Analysis/Interpretation 6. Report writing

Develop the Research Plan

Data Sources Secondary/Primary Research Approach

Research Instruments Questionnaires, Technological Devices

Sampling Plan

Contact Methods Mail, Telephone, Online, In-Person

Research Approaches
Focus Group

Observation
Survey Experimentation (Cause
and effect)

Focus group

4-14

Research Instruments
Questionnaires
Technological Devices.

Questionnaires
Closed-end Questions.
Open-end Questions.

Questionnaire Dos and Donts

Ensure questions are free of bias Make questions simple Make questions specific Avoid jargon Avoid sophisticated words Avoid ambiguous words Avoid negatives Avoid hypothetical Avoid words that could be misheard Use response bands Use mutually exclusive categories.

Question TypesDichotomous TypesDichotomous

In arranging this trip, did you contact American Airlines? Yes No

4-18

Question TypesMultiple Choice TypesMultiple Choice

With whom are you traveling on this trip?

No one
Spouse Spouse and children Children only Business associates/friends/relatives An organized tour group
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesLikert Scale e

Indicate your level of agreement with the following statement: Small airlines generally give better service than large ones. Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesSemantic Differential

American Airlines Large ....Small Experienced..Inexperienced

Modern...Old-fashioned

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Importance ScalesImportance Scale

Airline food service is _____ to me. Extremely important Very important Somewhat important Not very important Not at all important

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesRating Scale

American Airlines food service is _____. Excellent Very good Good Fair Poor

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question Types Intention to Buy Scale

How likely are you to purchase tickets on American Airlines if in-flight Internet access were available? Definitely buy

Probably buy
Not sure

Probably not buy

Definitely not buy
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesCompletely Unstructured

What is your opinion of American Airlines?

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question Types Sentence Completion

When I choose an airline, the most important consideration in my decision is: _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ __________________.
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesStory Completion

I flew American a few days ago. I noticed that the exterior and interior of the plane had very bright colors. This aroused in me the following thoughts and feelings. Now complete the story. _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________
Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Question TypesPicture (Empty Balloons)

Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

Sampling Plan
Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents
be chosen?

Types of Samples
Probability Samples Simple random Systematic Stratified random Cluster Non-probability Samples Convenience Judgment Quota

Contact Methods
Mail Questionnaire
Telephone Interview Personal Interview Online Interview

Step#3: Collect the Information

Problems: Availability of respondents. Cooperation of respondents. Biased Opinions by respondents. Researcher Can be biased.

Step#4: Analyze the Information

Apply statistical tools to analyze the information.

Step#5: Present the Findings

Charts

Characteristics of Good Marketing Research

Scientific Method (Careful observation, Hypothesis, Prediction and Testing) Research Creativity (Innovative ways to solve problem) Multiple Methods (More methods to be confident)

Overcoming Barriers to Use of Marketing Research

A narrow conception of the research.
Expectation to do research by researcher without providing proper definition of problem.

Uneven caliber of researcher.

Less competent marketing researcher.

Poor framing of the problem.

Research problem identification.

Late and occasionally erroneous findings.

Proper time and money is needed to conduct research to have accurate results.

Any Threat or opportunity that needs to be addressed through research process of data collection and analysis is called Research Problem

Examples
1. 2. 3. Human Resource manager wants to develop HR policies regarding employees turnover in order to reduce it. Marketing manager wants to launch a new product successfully using advertisement as promotional tool Finance manager needs to invest excessive money profitably

The formulation of the problem is often more essential than its solution
Albert Einstein

Research Hypotheses

Research hypotheses are predictive statements about the relationship between two variables Types of Hypothesis
There are two types of hypothesis

1. Null Hypothesis
Ho = There is no relationship between Advertising and Sales

2. Alternative Hypothesis
H1 = There is relationship between advertising and sales

 What is the best strategy to Marketing promote a particular product?

HRM

What is the main reasons for employee turnover?

What is the rate of return on particular investment?

Finance

Why We Do Business Research

We do business to earn profits Business is a dynamic field We have competitors We need to sustain We need to grow We need customers We encounter problems and issues We need to look into opportunities