Amity School of Business:, Semester IV Research Methodology and Report Preparation Dr. Deepa Kapoor

Amity School of Business
1
BBA, Semester IV
Research Methodology and Report Preparation
Dr. Deepa Kapoor
2
Definitions
Grinnell (1993), Research is a structured

inquiry that utilises acceptable cientific
!ethodolo"y to sol#e proble$s and creates
ne% &no%led"e that is "enerally applicable'(
)erlin"er (19*+), cientific Research is a

yste$atic, ,ontrolled -$pirical and ,ritical
.n#esti"ation of /ropositions about the
/resu$ed Relationships about #arious
/heno$ena'
3
0eed of Research
(i) 1ast paced chan"es in the 2usiness
-n#iron$ent
(ii) ,han"es in De$and of the ,usto$ers
(iii) -3plosi#e 4echnolo"y Gro%th
(i#) Require$ent for ne% !ana"erial )no%led"e
(#) .ncreased Ris& 5ssociated %ith Decision
!a&in"
(#i) /resence of 6ar"e nu$ber of #ariables,
constraints, alternati#es and co$petition
7
8b9ecti#es of Research
4o create a%areness or "ain fa$iliarity %ith a

/heno$enon or to achie#e ne% insi"ht into it(
4o accurately portray the ,haracteristics of a

particular indi#idual, situation or "roup(
4o deter$ine the frequency %ith %hich

so$ethin" occurs or %ith %hich it is associated
%ith so$ethin" else(
:
4o understand the ocial -n#iron$ent

and 2uyin" 2eha#iour(
4o /ro#ide .nfor$ation for !ana"erial

Decision !a&in"
+
Research !ethodolo"y
.t is a %ay by %hich a Research /roble$ is

yste$atically bein" ol#ed(
.t is the cience of tudyin" ho% Research

is bein" done cientifically(
.t is the tudy of the ;arious teps

Generally 5dopted by a Researcher in the
course of doin" Research(
<
cope of Research
(i) !ar&etin" !ana"e$ent
(ii) /roduction !ana"e$ent
(iii)1inancial !ana"e$ent
(i#)=u$an Resource !ana"e$ent
(#) !aterials !ana"e$ent
(#i)1or$ulation of Go#ern$ent
/olicies
*
!ar&etin" Research Defined (5!5)
Marketing research is the

function that links the consumer, customer, and

public to the marketer through information
information used to identify and define marketing

opportunities and problems;
9
generate, refine, and evaluate marketing actions;

monitor marketing performance; and improve
understanding of marketing as a process.
Marketing research specifies the information

required to address these issues, designs the
methods for collecting information, manages and
implements the data collection process, analyzes,
and communicates the findings and their
implications.
1>
Customer group
,onsu$er
-$ployees
hareholders
uppliers
MARKETING
RESEARCH
Controllale
Mar!eting
"ariales???????
/roduct
/ricin"
/ro$otion
Distribution
#ncontrollale
En$ironmental %actors
-cono$y
4echnolo"y
,o$petition
6a% and Re"ulations
ocial and culture 1actors
/olitical 1actors
Assessing
Information
Nee&s
'ro$i&ing
Information
Mar!eting
(ecision
Ma!ing
Mar!eting Managers
!ar&et e"$entation
4ar"et !ar&et election
!ar&etin" /ro"ra$s
/erfor$ance and ,ontrol

11
D-,.D- !odel
( @ Define the $ar&etin" proble$
E @ -nu$erate the controllable and
uncontrollable decision factors
C @ ,ollect rele#ant infor$ation
I @ .dentify the best alternati#e
( @ De#elop and i$ple$ent a $ar&etin" plan
E @ -#aluate the decision and the decision
process
12
MARKETING RESEARCH
A !"RMA# $"MM%&I$A'I"& #I&K (I') *&VIR"&M*&'
PR"VID* A$$%RA'* A&D %S*!%#
a+ specifying
,+ collecting
c+ analy-ing
d+ interpreting
!"R
a+ planning
,+ pro,lem.sol/ing
c+ control
B*''*R D*$ISI"& MAKI&0
Types of Research
-3ploratory Research
Descripti#e Research
2asic #s( 5pplied Research
Auantitati#e ;s( Aualitati#e
Descripti#e ;s( 5nalytical

17
2enefits of !ar&etin" Research
.t indicates opportunities for products and

$ar&et de#elop$ent(
.t pro#ides a basis for sound, $ar&et led

decision $a&in" by pro#idin" infor$ation to
reduce uncertainty(
!ar&etin" research enables an or"anisation to

$atch their products or ser#ices to the
require$ents of the consu$ers or $ar&et(
1:
,ontB
-nables ad#ertisin" to be tested durin" a prior to

launch to ensure its effecti#eness, and after
launch to $easure the success of the $edia
used(
-nables product ideas to be tested %ithout

e3penses of launchin" to the $ar&et(
-#aluate the stren"th and %ea&ness of ri#als

plus the threats they $ay cause to the co$pany(
1+
/roble$s .n Research
6ac& of confidence on the part of business units to

"i#e infor$ation
6ac& of code of conduct
/oor library $ana"e$ent and functionin"
Difficulty of ti$ely a#ailability of published data(
Research for the sa&e of researchCli$ited practical

utility thou"h they $ay use hi"h soundin"
business 9ar"on(
1<
RESEARCH PROCESS
Define
Research
Problem
Revie
Conce!"s
An#
"heories
Revie
Previo$s
Research
fin#in%s
&orm$la"e
h'!o"hesis
Desi%n
Research
(Incl$#in%
Sam!le
Desi%n)
Collec"
Da"a
(E*ec$"ion)
Anal'se
Da"a
(Tes"
H'!o"hesis
if an')
In"er!re"
an#
re!or"
FF
F
F F
FF
I
II
III I+ +
+I +II
F
FF
&ee# Bac,
&ee# &orar#
Revie "he li"era"$re
1*
/roble$ Definition
'he stage in 1hich management see2s to

identify a clear.cut statement of the pro,lem or
opportunity
Must contain clear o,3ecti/es and definite

designs.
'he most important, and most often neglected

area of MR.
Very often this is the stage 1here you de/elop

hypotheses.
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
!ur sales are declinin" and #hat $ind of people are buyin" #ill buyers purchase more of
we don%t $now why&' our product( #ho buys our our products in a new pac$a"e(
competitor%s product('
#ould people be interested #hich of two advertisin"
in our new product idea(' #hat features do buyers prefer campai"ns is more effective('
in our product('
DEGREE O& PROB-EM DE&INITION
p
o
s
s
i
b
l
e

s
i
t
u
a
t
i
o
n
DE&INITION . &ORM/-ATION O& THE
RESEARCH PROB-EM
!ormulation is the process of refining the research

ideas into research 4uestions and o,3ecti/es.
!ormulation means translating and transforming the

selected research pro,lem5topic5idea into a
scientifically researcha,le 4uestion. It is concerned
1ith specifying e6actly 1hat the research pro,lem is.
'here are t1o 1ays of stating a pro,lem7

8+ Posting 4uestion 5 4uestions
9+ Ma2ing declarati/e statement 5 statements
22
Research Desi"n
4he detailed blueprint to "uide the

i$ple$entation of a research study to%ard the
realiDation of its ob9ecti#es(
Research desi"n is the plan, structure and

strate"y of in#esti"ation concei#ed so as to
obtain ans%ers to research questions an to
control #ariance(
5 $aster plan specifyin" the $ethods and

procedures for collectin" and analysin" the
needed infor$ation(
23
Types of Research (esign
4hree traditional cate"oriesE

F
-3ploratory
F
Descripti#e
F
,ausal
4he choice of the $ost appropriate desi"n

depends lar"ely on the ob9ecti#es of the
research and ho% $uch is &no%n about
the proble$ and research ob9ecti#es(
27
4ypes of Research Desi"n
-3ploratoryG 1or$ulati#e ,onclusi#e
Descripti#e ,ausal
1)Depth .nter#ie%s
2) /ro9ecti#e 4echniques
3) 1ocusC"roup .nter#ie%s
7) ,ase study
1) 8bser#ation
2) ur#ey !ethod
1) 5fter only
2) 2eforeC5fter
3) 5fter only %ith
controlled Group
7) 2eforeC5fter %ith
controlled "roup
:) ,ontinuous Diary
panel Desi"n
2:
-3ploratory Research
-3ploratory research is $ost co$$only

unstructured, infor$al research that is
underta&en to "ain bac&"round infor$ation
about the "eneral nature of the research
proble$(
2y unstructured, %e $ean there is no for$al set

of ob9ecti#es, sa$ple plan, or questionnaire(
2+
.t is usually conducted %hen the researcher

does not &no% $uch about the proble$s(
-3ploratory research is usually conducted at the

outset of research pro9ects(
2<
Hses of -3ploratory Research
#ses
F
Gain 2ac&"round .nfor$ation
F
Define 4er$s
F
,larify /roble$s and =ypothesis (refine research
ob9ecti#es)
F
-stablish Research /riorities
2*
Metho&s to Con&uct E)ploratory
Research
5 #ariety of $ethods are a#ailable to conduct

e3ploratory research(
F
econdary Data 5nalysis
F
-3perience ur#eys
F
,ase 5nalysis
F
1ocus Groups
F
/ro9ecti#e 4echniques
F
.n depth .nter#ie%s
.n Depth .nter#ie%s
Direct questions to consu$ers about their

attitudes or $oti#es seldo$ elicit useful
ans%ers(
.t atte$pts to influence respondents to tal&

freely about the sub9ect of interest(
29
'ro*ecti$e Techni+ues
.t helps the consu$ers e3press the

different i$a"es, they $ay ha#e to
co$pete brands of a "i#en product(
4echnique is of role playin" or role
rehearsal(

3>
%ocus Group Inter$ie,s
1ocus "roup consist of +C12 consu$ers brou"ht

to"ether to one place to discuss the topic of
interest(
4here is one $oderator %ho conducts inter#ie%(
4hey pro#ide qualitati#e, or sub9ecti#e e#idence of

such thin"s as consu$er lan"ua"e, e$otional and
beha#ioral reactions to ad#ertisin", lifestyle
relationship to the product cate"ory and specific
brand, and unconscious consu$er $oti#ations
relati#e to the product and its pro$otion(
31
Case Metho&
4he e$pirical study of a $ar&etin" situation

%ithin its actual conte3t %hen the situation is
so$e%hat obscure and $ultiple source of
e#idence are used(
,ase studies are of particular #alue %hen one is

see&in" help on a proble$ in %hich
interrelationships of a nu$ber of factors are
in#ol#ed and in %hich it is difficult to understand
the indi#idual factors %ithout considerin" their
relationships %ith each other(
32
33
Descripti#e Research
Descripti#e research is underta&en to

describe ans%ers to questions of %ho,
%hat, %here, %hen, and ho%(
Descripti#e research is desirable %hen %e

%ish to pro9ect a studyIs findin"s to a
lar"er population, if the studyIs sa$ple is
representati#e(
37
Descripti#e Research Desi"n
4%o basic classificationsE

,rossCsectional Desi"n
Cin"le ,rossC sectional Desi"n
C!ultiple ,rossCsectional Desi"n
6on"itudinal Desi"ns
3:
,ross F ectional tudies
,rossCsectional studies $easure units fro$ a

sa$ple of the population at only one point in
ti$e(
F
a$ple sur#eysE are crossCsectional studies
%hose sa$ples are dra%n in such a %ay as to
be representati#e of a specific population(
,rossCsectional studies ta&e snapshots'

of the population at a point in ti$e(
3+
Single cross-sectional &esign CC a crossC

sectional desi"n in %hich one sa$ple of
respondents is dra%n fro$ the tar"et population
and infor$ation is obtained fro$ this sa$ple
once(
Multiple cross-sectional &esign CC a crossC

sectional desi"n in %hich there are t%o or $ore
sa$ples of respondents and infor$ation fro$
each sa$ple is obtained only once
3<
6on"itudinal tudies
6on"itudinal studies repeatedly $easure

the sa$e sa$ple units of a population
o#er ti$e(
6on"itudinal studies often $a&e use of a

panel %hich represents sa$ple units %ho
ha#e a"reed to ans%er questions at
periodic inter#als(
!any lar"e research fir$s $aintain panels

of consu$ers(
Metho&s
.ser$ation Metho&
4his $ethod is "enerally used to collect the

pri$ary data(
Deep obser#ation is done on the tar"ets on

%hich researcher has to $a&e the analysis(
3*
ur#ey $ethod
4his $ethod is "enerally used for findin"

the thou"hts, feelin"s and attitudes that
influence consu$er beha#iour( 5 typical
sur#ey is $ade by inter#ie%in" indi#iduals
&no%n to be coCoperati#e and to ha#e
ideas on the sub9ects(
39
7>
,ausal Research Desi"n
,ausality $ay be thou"ht of as

understandin" a pheno$enon in ter$s of
conditional state$ents of the for$ .f 3,
then y('
,ausal studies are conducted throu"h the

use of e3peri$ents(
.t e3plain the causes of pheno$enonGproble$( .t

pro#ides ans%er to the %hy' question of a
proble$( Hsed %hen it is necessary to sho% that
one #ariable causes or deter$ines the #alues of
other #ariables(
4he rele#ant data for the purpose of the study

can be obtained fro$ obser#ation and for$al
testin"( .n $ost of the cases artificial situations
are created so that particular data needed can
be obtained and $easured accurately(
71
4he researcher has an hypothesis that if an

e3peri$ental #alue (ad#ertisin", display,
trainin") is applied to an e3peri$ental unit
("roup of consu$ers, store or sales
representati#e) it %ill ha#e a $easurable effect
(re$e$berin" the brand na$e, units sold, calls
$ade)(
72
-3peri$ental Research Desi"n
2efore and 5fter Jithout ,ontrol Desi"n
5fter 8nly Jith ,ontrol Desi"n
2efore and 5fter Jith ,ontrol Desi"n

73
77
4ypes of -3peri$ents
6aboratory e3peri$ents are those in %hich

the independent #ariable is $anipulated
and $easures of the dependent #ariable
are ta&en in a artificial settin" for the
purpose of controllin" the $any possible
e3traneous #ariables that $ay affect the
dependent #ariable(
7:
1ield -3peri$ents
1ield e3peri$ents are those in %hich the

independent #ariables are $anipulated
and the $easure$ents of the dependent
#ariable are $ade on test units in their
natural settin"(
7+
Jhen a sa$ple is recruited and infor$ation is

obtained fro$ the $e$bers continuously or at
inter#als o#er a period of ti$e(
5 per$anent or fi3ed sa$ple of this type is

called panel(
!easure$ents are ta&en at inter#als (e("(

%ee&ly reports) and e3peri$ental #alues (ne%
pac&a"e siDe) are introduced %hen desired(
4he result is the desi"n si$ilar to a series of

beforeCafter e3peri$ents
Diary /anel Desi"n
Re#ie% of 6iterature
8nce the proble$ is for$ulated, before

conductin" the actual research, the researcher
should underta&e e3tensi#e literature sur#ey
connected %ith the proble$(
.nde3in" 9ournals, published or unpublished

biblio"raphies, acade$ic 9ournals, conference
proceedin"s, "o#ern$ent reports boo&s, earlier
studies etc( $ust be tapped dependin" on the
nature of the proble$(
7<
1or$ulate =ypotheses
Jor&in" hypotheses is tentati#e assu$ption

$ade in order to dra% out and test its lo"ical or
e$pirical consequences( =ypotheses should be
#ery specific and li$ited to the piece of research
in hand because it has to be tested(
.n so$e cases occasionally %e donIt need a

%or&in" hypotheses as in case of e3ploratory or
for$ulati#e research(
7*
,ollection of Data
/ri$ary data can be collected either throu"h

e3peri$ent or sur#ey( .n case of sur#ey, data can
be collected throu"h the $eans of obser#ation,
personal inter#ie%, telephonic inter#ie%s, $ailin"
of questionnaires(
econdary Data
79
5nalysis of Data
4he analysis of data requires a nu$ber of closely

related operations such as establish$ent of
cate"ories, the application of these cate"ories to
the ra% data throu"h codin" tabulation and then
dra%in" statistical inferences(
,odin" is usually done at the sta"e throu"h %hich

the cate"ories of data are transfor$ed into
sy$bols that $ay be tabulated and counted(
-ditin" is the procedure that i$pro#es the quality
of data for codin"(
:>
4abulation is the part of technical procedure

%here in the classified data are put in the for$ of
tables( 5t last #arious statistical $easures are
adopted to analyDe the data
:1
:2
Generalisation an& Interpretation
.f hypotheses is tested and upheld se#eral

ti$es, it $ay be possible for the
researcher to arri#e at "eneralisation i(e(
to build a theory(
.f the researcher has no hypotheses to

start %ith he e3plain the findin"s on the
basis of so$e theory( .t is &no%n as
interpretation(
:3
'reparation of Report
Report should al%ays be prepared %ith

accordin" to the proper layout co#erin" all the
aspects startin" fro$ the introduction, su$$ary
of findin"s, analysis and the final conclusion(
4he $atter of report should al%ays be factual

related to the findin"s of the report(

Amity School of Business:, Semester IV Research Methodology and Report Preparation Dr. Deepa Kapoor

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Amity School of Business:, Semester IV Research Methodology and Report Preparation Dr. Deepa Kapoor

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Amity School of Business

Grinnell (1993), Research is a structured

)erlin"er (19*+), cientific Research is a

4o create a%areness or "ain fa$iliarity %ith a

4o accurately portray the ,haracteristics of a

4o deter$ine the frequency %ith %hich

4o understand the ocial -n#iron$ent

4o /ro#ide .nfor$ation for !ana"erial

.t is a %ay by %hich a Research /roble$ is

.t is the cience of tudyin" ho% Research

.t is the tudy of the ;arious teps

function that links the consumer, customer, and

information used to identify and define marketing

generate, refine, and evaluate marketing actions;

Marketing research specifies the information

6a% and Re"ulations

ocial and culture 1actors

4ar"et !ar&et election

/erfor$ance and ,ontrol

2asic #s( 5pplied Research

Auantitati#e ;s( Aualitati#e

Descripti#e ;s( 5nalytical

.t indicates opportunities for products and

.t pro#ides a basis for sound, $ar&et led

!ar&etin" research enables an or"anisation to

-nables ad#ertisin" to be tested durin" a prior to

-nables product ideas to be tested %ithout

-#aluate the stren"th and %ea&ness of ri#als

6ac& of confidence on the part of business units to

6ac& of code of conduct

/oor library $ana"e$ent and functionin"

Difficulty of ti$ely a#ailability of published data(

Research for the sa&e of researchCli$ited practical

'he stage in 1hich management see2s to

Must contain clear o,3ecti/es and definite

'he most important, and most often neglected

Very often this is the stage 1here you de/elop

!ormulation is the process of refining the research

!ormulation means translating and transforming the

'here are t1o 1ays of stating a pro,lem7

4he detailed blueprint to "uide the

Research desi"n is the plan, structure and

5 $aster plan specifyin" the $ethods and

4hree traditional cate"oriesE

4he choice of the $ost appropriate desi"n

-3ploratory research is $ost co$$only

2y unstructured, %e $ean there is no for$al set

.t is usually conducted %hen the researcher

-3ploratory research is usually conducted at the

5 #ariety of $ethods are a#ailable to conduct

Direct questions to consu$ers about their

.t atte$pts to influence respondents to tal&

.t helps the consu$ers e3press the

1ocus "roup consist of +C12 consu$ers brou"ht

4here is one $oderator %ho conducts inter#ie%(

4hey pro#ide qualitati#e, or sub9ecti#e e#idence of

4he e$pirical study of a $ar&etin" situation

,ase studies are of particular #alue %hen one is

Descripti#e research is underta&en to

Descripti#e research is desirable %hen %e

4%o basic classificationsE

,rossCsectional studies $easure units fro$ a