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8/12/2019 BRM 1 Final Nadeem
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Introduction to
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Course Objective
Enhance your
Understanding,
knowledge andskills enough to
Teach
Conduct a research project and
Publish
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Session objective
After attending this session the Scholars will be
able to understand and define
Context of research
What is researchWhy research
When research
How to research
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RESEARCH
WHAT IS
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Research is systematic and objectiveprocess of gathering, recording and
analyzing data in a scientific way for
making good decisions
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Value
Decreased certainty
Increased likelihoodof a correct decision
Improved business
performance and
resulting higher
profits
Costs
Research
expenditures
Delay of businessdecision and
possible disclosure
of information to
rivals
Possible erroneous
research results
Potential Value of Research Should
Exceed Estimated Costs
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Stages of the Research Process
Problem Discovery
and Definition
ResearchDesign
Sampling
Data
Gathering
Data Processingand Analysis
Conclusions and
Report
Discovery and
Definition
and so on
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Research Process
1. Identify Problem/Topic
2. Literature Review
3. Research Design
4. Data Collection
5. DataAnalysis/Interpretation
6. Report writing
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Develop the Research Plan
Data SourcesSecondary/Primary
Contact MethodsMail, Telephone,Online, In-Person
Research InstrumentsQuestionnaires,
Technological Devices
SamplingPlan
ResearchApproach
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Research Approaches
Observation
Focus Group
Survey
Experimentation (Cause
and effect)
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4-14
Focus group
http://localhost/var/www/apps/conversion/tmp/scratch_1/04_Wild_Planet.mov8/12/2019 BRM 1 Final Nadeem
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Research Instruments
Questionnaires
Technological Devices.
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Questionnaires
Closed-end Questions.
Open-end Questions.
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Questionnaire Dos and Donts
Ensure questions are freeof 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 exclusivecategories.
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4-18
Question TypesDichotomous
TypesDichotomous
In arranging this trip, did you contact
American Airlines?
Yes No
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Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
-
Question TypesMultiple Choice
TypesMultiple ChoiceWith whom are you traveling on this trip?
No one
SpouseSpouse and children
Children only
Business associates/friends/relatives
An organized tour group
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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
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Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
-
Question TypesSemantic Differential
American Airlines
Large ....Small
Experienced..Inexperienced
Modern...Old-fashioned
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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
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Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
-
Question TypesRating Scale
American Airlines food service is _____.
Excellent
Very good
Good
Fair
Poor
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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
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Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
-
Question TypesCompletely Unstructured
What is your opinion of American Airlines?
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Copyright 2009 Dorling
Kindersley (India) Pvt. Ltd.
-
Question Types
Sentence Completion
When I choose an airline, the most important
consideration in my decision is:
_____________________________________
__________________________________________________________________________
_____________________________________
_____________________________________
_______________________________________________________.
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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._______________________________________
_______________________________________
_______________________________________
______________________________________________________________________________
_______________________________________
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Copyright 2009 Dorling Kindersley
(India) Pvt. Ltd.
-
Question TypesPicture
(Empty Balloons)
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Sampling Plan
Sampling unit: Who is to be surveyed?
Sample size: How many people should be surveyed?
Sampling procedure: How should the respondentsbe chosen?
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Types of Samples
Probability Samples
Simple random
Systematic
Stratified random
Cluster
Non-probabilitySamples
Convenience
Judgment Quota
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Contact Methods
Mail Questionnaire
TelephoneInterview
Personal
Interview
OnlineInterview
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Step#3: Collect the Information
Problems:
Availability of respondents.
Cooperation of respondents.
Biased Opinions by respondents.Researcher Can be biased.
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Step#4: Analyze the Information
Apply statistical tools to analyze the
information.
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Step#5: Present the Findings
Charts
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Characteristics of Good Marketing Research
Scientific Method (Careful observation, Hypothesis,Prediction and Testing)
Multiple Methods(More methods to be confident)
Research Creativity (Innovative ways to solveproblem)
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Overcoming Barriers to Use of MarketinResearch
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 haveaccurate results.
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Any Threat or opportunity that needs to be addressed through
research process of data collection and analysis is called
Research Problem
Examples
1. Human Resource manager wants to develop HR policies
regarding employees turnover in order to reduce it.
2. Marketing manager wants to launch a new product
successfully using advertisement as promotional tool3. Finance manager needs to invest excessive money
profitably
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The formulation of the problem
is often more essential than itssolution
Albert Einstein
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Research Hypotheses
Research hypotheses arepredictive statementsabout the relationship between two variables
Types of Hypothesis
There are two types of hypothesis
1. Null HypothesisHo = There is no relationship between Advertising and Sales
2. Alternative HypothesisH1 = There is relationship between advertising and sales
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What is the best strategy topromote a particular product?
Marketing
What is the main reasons foremployee turnover?
HRM
What is the rate of return onparticular investment?
Finance
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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
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