The Research Process The Research Process – An Over Review– An Over Review

PGKMurthyPGKMurthy

The Research ProcessThe Research Process►Steps : 1. Clarifying Research QuestionSteps : 1. Clarifying Research Question► 2.Research Proposal2.Research Proposal►3. Research Design Strategy3. Research Design Strategy►4. Data Collection and Preparation4. Data Collection and Preparation►5. Data Analysis and Interpretation5. Data Analysis and Interpretation►6. Research Reporting6. Research Reporting►7.Management Decision7.Management Decision

Clarifying Research QuestionClarifying Research Question

►Discover the Management DilemmaDiscover the Management Dilemma►Define the Management QuestionDefine the Management Question►Define the Research QuestionDefine the Research Question►Refine the Research QuestionRefine the Research Question

Management Dilemma is a symptom of an Management Dilemma is a symptom of an

actual problem such asactual problem such as

►Rising CostsRising Costs►The discovery of an expensive chemical The discovery of an expensive chemical

compound that would increase the compound that would increase the efficacy of a drugefficacy of a drug

►Declining salesDeclining sales►A large number of product defects A large number of product defects

during the manufacture of an during the manufacture of an automobile .automobile .

Formulating the Research Formulating the Research QuestionQuestion

►1. Discover Management Dilemma 1. Discover Management Dilemma ►2.Define Management question2.Define Management question►2a. Exploration2a. Exploration►3.Define Research question 3.Define Research question

To have clarity of Management To have clarity of Management QuestionQuestion

►A researcher is asked to help the new A researcher is asked to help the new management of bank .The President of management of bank .The President of the Bank is concerned about the bank’s the Bank is concerned about the bank’s profitability ( the management profitability ( the management dilemma ) and wants to turn this dilemma ) and wants to turn this situation around .situation around .

►1. How can we increase deposits ?1. How can we increase deposits ?►2.How can we reduce costs ?2.How can we reduce costs ?

Fine Tuning the Research Fine Tuning the Research QuestionQuestion

►Fine-tuning the question is precisely Fine-tuning the question is precisely what a skillful practitioner must do what a skillful practitioner must do after the exploration is complete . At after the exploration is complete . At this point a clearer picture of the this point a clearer picture of the management and research question management and research question begins to emerge .begins to emerge .

Designing the Study Designing the Study ►Research Design is the blueprint for Research Design is the blueprint for

fulfilling objectives and answering fulfilling objectives and answering questions .Selecting a design may be questions .Selecting a design may be complicated by the availability of a complicated by the availability of a large variety of methods , techniques , large variety of methods , techniques , procedures , protocols , and sampling procedures , protocols , and sampling plans . plans .

Research Design StrategyResearch Design Strategy► ( Type , Purpose , time frame , scope ( Type , Purpose , time frame , scope

and environment )and environment )►Data Collection DesignData Collection Design►Sampling DesignSampling Design►Pilot Testing Pilot Testing

Sampling DesignSampling Design►A sample is a part of the target A sample is a part of the target

population , carefully selected to population , carefully selected to represent that population . represent that population .

Resource Allocation and Resource Allocation and BudgetsBudgets

► Three types of budgets in organisations Three types of budgets in organisations where research is purchased and cost where research is purchased and cost containment is crucial :containment is crucial :

► Rule-of-thumb budgeting involves taking a Rule-of-thumb budgeting involves taking a fixed percentage of some criteriion. A fixed percentage of some criteriion. A percentage of the prior years sales revenues percentage of the prior years sales revenues may be the basis for determining the may be the basis for determining the marketing research budget for a marketing research budget for a manufacturer .manufacturer .

► Departmental or functional area budgeting Departmental or functional area budgeting allocates a portion of total expenditures in allocates a portion of total expenditures in the unit to research activities . the unit to research activities .

► Task budgeting selects specific research Task budgeting selects specific research projects to support on an adhoc basis .projects to support on an adhoc basis .

Research ProposalResearch Proposal► Is an activity that incorporates decisions Is an activity that incorporates decisions

made during early project planning phases made during early project planning phases of the study , including the management of the study , including the management research question hierarchy and exploration research question hierarchy and exploration . The proposal thus incorporates the choices . The proposal thus incorporates the choices the investigator makes in the preliminary the investigator makes in the preliminary steps .A written proposal is often required steps .A written proposal is often required when a study is being suggested . It when a study is being suggested . It ensures that the parties concur in the ensures that the parties concur in the project’s purpose and on the proposed project’s purpose and on the proposed methods of investigation . methods of investigation .

► Should include two basic questions :Should include two basic questions :► Statement of the research questionStatement of the research question► Brief description of research methodology Brief description of research methodology

Pilot TestingPilot Testing► A pilot test is conducted to detect weaknesses A pilot test is conducted to detect weaknesses

in design and instrumentation and to provide in design and instrumentation and to provide proxy data for selection of a probability proxy data for selection of a probability sample . It should draw subjects from the sample . It should draw subjects from the target population and simulate the target population and simulate the procedures and protocols that have been procedures and protocols that have been designated for data collection . If the study is designated for data collection . If the study is a survey to be executed by mail , the pilot a survey to be executed by mail , the pilot questionnaire should be mailed . If the design questionnaire should be mailed . If the design calls for observation by an unobtrusive calls for observation by an unobtrusive researcher this behavious should be practiced researcher this behavious should be practiced . Size of pilot group may range from 25 to 100 . Size of pilot group may range from 25 to 100 subjects . subjects .

Data CollectionData Collection► Data may be defines as facts presented to Data may be defines as facts presented to

researcher from the study’s environment . First , researcher from the study’s environment . First , data may be characterised by their abstractness , data may be characterised by their abstractness , verifiability , elusiveness and closeness to the verifiability , elusiveness and closeness to the phenomenon . As abstractions , data are motre phenomenon . As abstractions , data are motre metaphorical than real . For example v, GDP cannot metaphorical than real . For example v, GDP cannot be observed directly : only the effects of it may be observed directly : only the effects of it may recorded . Secondly , data are processed by our recorded . Secondly , data are processed by our senses – often limited in comparison to the senses senses – often limited in comparison to the senses of of other living organisms .Thirdly , capturing data of of other living organisms .Thirdly , capturing data is elusive , complicated by the speed at which is elusive , complicated by the speed at which events occur and the time bound nature of events occur and the time bound nature of observations . observations .

► Finally , data reflect their truthfulness by closeness Finally , data reflect their truthfulness by closeness to the phenomena . to the phenomena .

Analysis and InterpretationAnalysis and Interpretation

►Data analysis involves reducing Data analysis involves reducing accumulated data to a manageable accumulated data to a manageable size , developing summaries , looking size , developing summaries , looking for patterns , and applying statistical for patterns , and applying statistical techniques . techniques .

►Sealed trsponses on questionnaires Sealed trsponses on questionnaires and experimented instruments often and experimented instruments often require the analyst to derive various require the analyst to derive various functions as well as to explore functions as well as to explore relationships among variables . relationships among variables .

Research ReportResearch Report► A Research Report should contain the A Research Report should contain the

following :following :► An executive summary consisting of a An executive summary consisting of a

synopsis , findings and recommendationssynopsis , findings and recommendations► An over review of the research , the An over review of the research , the

problem’s background , literature summary , problem’s background , literature summary , methods and procedures and conclusions methods and procedures and conclusions

► A section on implementation strategies for A section on implementation strategies for the recommendations .the recommendations .

► A technical appendix with all materials A technical appendix with all materials necessary to replicate the project .necessary to replicate the project .

Exhibit 3-1 The Business Research Process

Ten Steps in the Marketing Research Ten Steps in the Marketing Research ProcessProcess

1.1. Define the Problem Define the Problem

2.2. Establish Research Objective Establish Research Objective

3.3. Determine Research Design Determine Research Design

4.4. Identify Information Needs and Sources Identify Information Needs and Sources

5.5. Determine Methods of Data Collection Determine Methods of Data Collection

6.6. Design Instrument for Data Collection Design Instrument for Data Collection

7.7. Determine Sample Plan and Sample Determine Sample Plan and Sample SizeSize

8.8. Collect Data Collect Data

9.9. Analyze Data Analyze Data

10.10. Prepare and Present Final Report Prepare and Present Final Report

Step 1: Define the research Step 1: Define the research

problem problem ► The very first, and the most important step The very first, and the most important step

in research:in research: ““A problem well-defined is half solved” A problem well-defined is half solved” Nature of the problem determines the type of Nature of the problem determines the type of

study to conduct. study to conduct. Symptoms, for example, declining sales, profit, Symptoms, for example, declining sales, profit,

market share, or customer loyalty are not market share, or customer loyalty are not problems. problems.

► A research problem must be accurately and A research problem must be accurately and precisely defined, otherwise the task of precisely defined, otherwise the task of designing a good research difficult.designing a good research difficult.

► Marketing problems may be difficulty-Marketing problems may be difficulty-related or opportunity-related. For both, related or opportunity-related. For both, the prerequisite of defining the problem is the prerequisite of defining the problem is to identify and diagnose it.to identify and diagnose it. Conduct situation analysis. It provides the basic motivation Conduct situation analysis. It provides the basic motivation

and momentum for further research.and momentum for further research.

Step 2: Establish Research ObjectivesStep 2: Establish Research Objectives

► ““Research objectives are related to and Research objectives are related to and determined by the problem definition. determined by the problem definition.

► When specifying research objectives, development of When specifying research objectives, development of hypotheses, might be very helpful.hypotheses, might be very helpful.

► When achieved, objectives provide the necessary When achieved, objectives provide the necessary information to solve the problem.information to solve the problem.

Step 3: Research DesignStep 3: Research Design

3.3.Research Design step involves the development Research Design step involves the development of a research plan for carrying out the study. of a research plan for carrying out the study. There are a number of alternative research There are a number of alternative research

designs. The choice will largely depend on designs. The choice will largely depend on the research purpose.the research purpose.

EXPLO RATO RYF ocu s G rou p ;O b serva tion ;

O th ers .

Q UALITATIVE RESEARCH

DESCRIPTIVES u rvey research

CAUSALL ab ora to ry E xp erim en t

F ie ld E xp erim en t

Q UANTITATIVE RESEARCH

M ARKET ING RESEARCH

Step 4: Specify the information required.Step 4: Specify the information required.

After defining the problem the After defining the problem the researcher must determine what researcher must determine what kind of information will best meet kind of information will best meet the research objectives. the research objectives. Secondary informationSecondary information Primary informationPrimary information

5.5. ..

Step 5: Design the method of collecting Step 5: Design the method of collecting the needed information. the needed information.

Marketing research information may be Marketing research information may be collected in many ways: collected in many ways: via mail, telephone, fax, Internet, or personal via mail, telephone, fax, Internet, or personal

interview. interview. using consumer panels, consisting of using consumer panels, consisting of

individuals who have agreed to provide individuals who have agreed to provide purchasing and media viewing behaviorpurchasing and media viewing behavior

Step 6: Design the questionnaire.Step 6: Design the questionnaire.

► A primary responsibilities of a marketing researcher A primary responsibilities of a marketing researcher is to design the data collection instrument or is to design the data collection instrument or questionnaire in a manner so that it is easily questionnaire in a manner so that it is easily understood by the respondent and administered to understood by the respondent and administered to them. them.

Step 7: Decide on the sampling design. Step 7: Decide on the sampling design.

►The sampling design must The sampling design must result in the proper sample of result in the proper sample of respondents being selected. respondents being selected. Different sampling designs Different sampling designs are available to researchers. are available to researchers.

Step 8: Manage and implement the data Step 8: Manage and implement the data collectioncollection

The researcher must properly manage The researcher must properly manage and oversee the data collection and oversee the data collection process. process.

If interview method is used, the If interview method is used, the researcher must train interviewers and researcher must train interviewers and develop procedures for controlling the develop procedures for controlling the quality of the interviewing. quality of the interviewing.

Step 9:Analyze and interpret the results.Step 9:Analyze and interpret the results.

► The ‘raw’ research data needs to be The ‘raw’ research data needs to be edited, tabulated and analyzed to find the edited, tabulated and analyzed to find the results and to interpret them.results and to interpret them. the method used may be manual or computer the method used may be manual or computer

based. based. The analysis plan follows from the research The analysis plan follows from the research

objective of the study. objective of the study. Association and relationships of variables are Association and relationships of variables are

identified and discussed in the light of the identified and discussed in the light of the specific marketing problem.specific marketing problem.

Step 10: Communicate the findings Step 10: Communicate the findings and implications.and implications.

►The researcher has to submit a The researcher has to submit a written report and often make an written report and often make an oral presentation to management oral presentation to management or the client.or the client.

In conducting all the marketing In conducting all the marketing research activities; the marketing research activities; the marketing researchers must adhere to ethical researchers must adhere to ethical standards.standards.

QuestionsQuestions

Prepare a research plan for marketing Prepare a research plan for marketing manager of tata Nano car who wants manager of tata Nano car who wants toto

know about customer satisfaction know about customer satisfaction level across India who recently level across India who recently purchased newly Introduced car.purchased newly Introduced car.

►Bank wants to start new branch At Savli.Bank wants to start new branch At Savli.

Explain the research plan to do the Explain the research plan to do the physibility study to start new branch.physibility study to start new branch.

►A new mobile company wants to enter in A new mobile company wants to enter in the market with unique product. Explain the market with unique product. Explain the research process for the same.the research process for the same.

►Philips Glass Ltd wants to check the main Philips Glass Ltd wants to check the main reason for defect in the quality of glass reason for defect in the quality of glass cubes (used in the bulb). Explain the cubes (used in the bulb). Explain the research methodology.research methodology.

Research Problem issuesResearch Problem issues

►The favored technique syndromeThe favored technique syndrome►Company database strip miningCompany database strip mining►Politically motivated ResearchPolitically motivated Research

The Favored – Technique The Favored – Technique SyndromeSyndrome

►Some researchers are method bound . Some researchers are method bound . They recast the management question They recast the management question so that it is amenable to their favorite so that it is amenable to their favorite methodology – a survey . Others might methodology – a survey . Others might prefer to emphasis the case study , prefer to emphasis the case study , while still others would not consider while still others would not consider either approach . either approach .

Company database strip Company database strip miningmining

►The available pool of data restrict the The available pool of data restrict the researcher reduce the need for other researcher reduce the need for other research.research.

Politically Motivated Politically Motivated ResearchResearch

►Sometimes research not obvious but Sometimes research not obvious but manager want to win certain manager manager want to win certain manager pet ideapet idea