Lec-1 Intro to Research

7/29/2019 Lec-1 Intro to Research

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Research

When some one talks about research it comes inmind as:

Laboratory

ApronsChemicals etc

It is not all that but it is more than that
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Types ofProblem/s Questions/ ..

Solvable Problem Unsolvable Problem

OrdinaryProblem

Researchable

Problem/Q Non Factual

Problem


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Candidates applied for admission in IoBM during thecurrent year?

Girls appeared for admission test in BBA program inIoBM during the current year?

Candidates applied from diff provinces in admission?

Cause of unrest among the students of Karachiuniversity?

Which one from the following is a researchable Question?

Causes of unrest among the students of PublicSector Universities?

Avoiding/control over natural calamities?


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Consider the following Research Problems:

1. How many students are there in MBA Day?

2. How many students are there in IoBM?

3. How many Universities are there in Pak?

4. How to define the term Research?

5. Cause of 90% failure result in Karachi Board?

6. What is the ultimate destiny of a man?

7. Influence over Natural disasters?


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Q- 5: qualifies for research question.

We can say that the cause may be:a. Lack of facilities

b. Mismanagement

c. Communication Gap

d. Lack of Faculty Interest

e. Lack of Teaching Faculty

f. Outdated Curricula in Classes etc


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Research is:Systematic and Objective process of

generating information for making

decisions.

Research is a hard nut to crack.

It is not some thing mysterious/puzzling and even not a piece ofcake either.

It is not entirely an academic; rather it is an Art as well.

[William G. Zikmund ]


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Research

Problem Identification Research(when we do not know about any issue)

Problem Solving Research

(when we need to find the solution

of known issue)


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9


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10


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11

Research by

Type ofMarketing Mix

Decision


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The Role of Business Research

Controllable

Product

Pricing

Promotion

Distributionetc

VariablesBusiness

Research

Uncontrollable

Factors

Economy

Technology

Laws & Regulations

Social & Culture

Political Factors


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Business research is defined as thesystematic and objective process of

generating information for aid in

making business decisions.

Business Research Defined


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Business Research

Research information is neither intuitive nor

haphazardly gathered.

Literally, research (re-search) -searchagain

Business research must be objective

Detached and impersonal rather than biased

It facilitates the managerial decision process

for all aspects of a business.


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Information

Reduces

Uncertainty

I dont know

if weshould

offer on-site

child care?


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It aint the things we dont know

that gets us in trouble. Its the

things we know that aint so.Artemus Ward


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"The secret of success is to know something

nobody else knows. "

Aristotle Onassis


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1.4. Why is it important for managers to know about

research? Solve problems

Decision making tool

Competition Risk

Investment

Hire researchers and consultants moreeffectively


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Major points of the definition:

Research consists of:

- Objective,

- Systematic and

- Scientific process

- toIdentity the problem or

- tosolve PROBLEM

- which helps in decision making.


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A professor of sociology, while assigning researchtopics to his students at a university in India,proposed one group to conduct its study exploringthe future of 60 students who were studying at asuburban school. These children belonged tostruggling segments of society and that school was

being run under problems. The studentsconcluded their research with their findings thatthese kids have no future and they will not beable to bring any change in their lives or their

families.


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Twenty years later another professor at the same

university while finalizing topics for the students

research projects had a look at the previous

reports in the library, he came across this report

on the school and asked his students to conduct a

follow up study to see if the results drawn by the

first report were valid. The students carried out

the research and managed to locate 56 of those

students to learn they were all well placed and

managed to bring a change in their lives and wereleading a successful life.

Do you understand what research is ?


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1.3.Types of Business research. 1.Applied research

Is to solve a current problem faced by the manager in

the work setting,demanding a timely solution.

2.Basic research (fundamental, pure) Is to generate a body of knowledge by trying to

comprehend how certain problems that occur inorganizations can be solved.

The findings of such research contribute to the building ofknowledge in the various functional areas of business.


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Basic research

Applied research

Business Research Types


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Basic Research Example

Is executive success correlated with high

need for achievement?

Are members of highly cohesive workgroups more satisfied than members of less

cohesive work groups?

Do consumers experience cognitivedissonance in low-involvement situations?


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Applied Research Examples

Should McDonalds add Italian pasta dinners

to its menu?

Business research told McDonalds itshould not?

Should Procter & Gamble add a high-priced

home teeth bleaching kit to its product line?

Research showed Crest Whitestrips would

sell well at a retail price of $44


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Figure 1.1 Basic and applied researchSource: Authors experience, Easterby-Smith et al., 2002, Hedrick et al., 1993

The BasicApplied Continuum


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1.5 Ethics and business research Ethics in business research refers to a code of

conduct or expected societal norm of behavior

while conducting research.

Ethical conduct applies to the organization

and the members that sponsor the research,

the researchers who undertake the research,

and the respondents who provide them withthe necessary data.


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Value

Decreased uncertainty

Increased likelihood of

a correct decision

Improved marketing

performance and resulting

higher profits

Costs

Research expenditures

Delay of marketing

decision and possible

disclosure of

information to rivals

Possible erroneous

research results

Value Should Exceed

Estimated Costs


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Determining When to Conduct

Business Research Time constraints

Availability of data

Nature of the decision

Benefits versus costs


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Is sufficient time

available before

a managerial

decision

must be made?

Is the infor-

mation already

on hand

inadequate

for makingthe decision?

Is the decision

of considerable

strategic

or tactical

importance?

Does the value

of the research

information

exceed the cost

of conductingresearch?

Conducting

Business

Research

Do Not Conduct Business Research

Time ConstraintsAvailability of Data

Nature of the DecisionBenefitsvs. Costs

Yes YesYesYes

No No No No

Determining When to Conduct

Business Research


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Value versus Costs

Potential Value of a Business Research

Effort Should Exceed Its Estimated Costs


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Value

Decreased certaintyIncreased likelihood

of a correct decisionImproved businessperformance andresulting higherprofits

Costs

ResearchexpendituresDelay of business

decision andpossible disclosureof information torivalsPossible erroneousresearch results

Value Should Exceed

Estimated Costs


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Major Topics for Research in

Business General Business Conditions and Corporate

Research

Financial and Accounting Research Management and Organizational Behavior

Research

Sales and Marketing Research

Information Systems Research

Corporate Responsibility Research


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Cross-functional Teams Cross-functional teams are composed of

individuals from various organizational

departments such as engineering,production, finance, and marketing who

share a common purpose.


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Business Research in the 21st

Century Increased globalization

Growth of the Internet and other

information technologies


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Global Research

Business Research is increasingly global

Market knowledge is essential

A.C. Nielsen - more that 67% international

business


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Global Business Research General information about country -

economic conditions and political climate

Cultural and consumer factors

Market and competitive conditions -

demand estimation


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The Internet

Is Transforming Society Time is collapsing.

Distance is no longer an obstacle.

Crossing oceans is only a mouse click

away.

People are connected 24 hours a day, seven

days a week.

"Instantaneous" has a new meaning.


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Internet Research

Seeking facts and figures about an issue

Surveys on Web sites

A f Ethi l C i M k tiSlide


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Areas of Ethical Concern in MarketingResearch

5-18a

Table5.5

Area of ConcernPreservingparticipantsanonymity

Keeping the names of surveyrespondents anonymous, eventhough the client would like to usethem to create a mailing list

This is a basic standard ofethical research/

Exposing

participants tomental stress

Askingparticipants

questionsagainst theirself-interest

Example Ethical Standards

When stress is unavoidable,

researcher should debriefsubjects afterward.

Arriving late for a scheduled

interview; conductingexperiments in which subjectsare embarrassed at their lackof knowledge about products

Asking about the acceptabilityof various prices in order to

plan a price increase

Such issues tend to placeethical standards in conflict

with technical standards foraccurate research.

Using specialequipment andtechniques

Using equipment to measurephysiological responses to aproduct or promotionalmessage

These must be properlymaintained to avoid injury.

Slide

Areas of Ethical Concern in Marketing


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5-18b

Table5.5

Area of ConcernInvolvingparticipants inresearchwithout theirknowledge

Secretly observing the behavior ofshoppers

Informed consent is a basicethical standard unlessminimal risk to subjects isinvolved and the researchcould not be practically carriedout with consent.

Usingdeception

Using

coercion

Example Ethical Standards

Incompletely informed consentis considered ethical only ifthere is minimal risk tosubjects and research cannotbe practically carried outanother way.

Showing subjects sampleadvertisements without tellingthem that they will have to takea recall test afterward

Harassing by repeatedly

requesting telephone interviews

Coercion is unethical and

tends to bias results.Deprivingparticipants oftheir right toself-determination

Changing participants in waysthey could not expect, such as ataste test in which they cannotidentify their preferred brand andunexpectedly lose confidence intheir ability to judge

Researchers should try torestore participants to theiroriginal condition when thisoccurs.

S Ad t d f Gilb t A Ch hill J B i M k i R h 3 d d (F t W th Th D d P 1996) 67 71

Areas of Ethical Concern in MarketingResearch

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Lec-1 Intro to Research