Research Methodology

References: C.R. Kothari- Research Methodology Donald Cooper & Pamela Schindler- Business Research Methods Malhotra- Marketing Research- An applied Orientation

DEFINING RESEARCH
What is research? Systematised effort to gain knowledge. - Redman and Mory Research is a process of, manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in the construction of theory or in the practice of an art. - Slesinger and Stephenson in Encyclopedia of Social Sciences
3

DEFINING RESEARCH
Research comprises the following: Defining and redefining the problem Formulating hypothesis Collecting, organizing and evaluating data Making deductions and reaching conclusions Carefully testing the conclusions to determine whether they fit the hypothesis

Defining Research Methodology

Methodology means the systematic study of the methods, principles, procedures and rules applied within a discipline.

Whats the Difference Between Method and Methodology?

Method: Techniques for gathering evidence The various ways of proceeding in gathering information
Methodology: The underlying theory and analysis of how research does or should proceed, often influenced by discipline

(Sandra Harding)

Science and the Scientific Method

Science - the methodological and systematic approach to acquisition of new knowledge. (Geoffrey Marcyzk, David DeMatteo, David Festinger)

Scientific method; evolved since 13th century, concerns the set of tools, techniques and procedures used by basic and applied researchers to analyze and understand phenomena and prove or disprove prior conceptions
7

The Essence of the Scientific Method

Characteristics of the Scientific Method Objectivity Systematic Analysis Logical Interpretation of Results

Elements of the Scientific Method

Applied Research

Scientific Method

Basic Research

General Laws

Information or Ideas for alternative Courses of action

Empirical Approach Observations Questions Hypotheses Experiments Analysis Conclusion Replication

Basic and Applied Research

Basic Research aims to expand the frontiers of science and knowledge by verifying or disproving the acceptability of a given theory or attempting to discover more about a certain concept (non-specificity). Example: How does motivation affect employee performance? Applied Research focuses on a real-life problem or situation with a view to helping reach a decision how to deal with it (Specificity)

Example: Should Corporation X adopt a paperless office environment?

9

When Should Business Research be Undertaken?

Is sufficient time available? Yes

Is information inadequate?
Yes High importance of decision? Yes Research benefits greater than costs?

NO

Do not undertake Business Research

Undertake Business Research

10

Significance /Relevance for management

Why should managers study research Methodology? Business research is a systematic enquiry that provides information to guide managerial decisions.

It is a process of planning, acquiring, analysing and disseminating relevant data and insights to decision makers, leading to appropriate actions, which, in turn, maximise business performance.

11

Significance /Relevance for management

Changing approach to business- from gut feeling and anecdotal evidence to qualitative- to quantitative

Relevant whether large commercial ventures, public agencies, non profits, small businesses or individual entrepreneurs

12

Value and Costs of Undertaking Business Research

VALUE

COSTS

Decreased Uncertainty

Research Costs Delay in Making Business Decisions Disclosure of Information to Rivals

Higher Likelihood of Correct Decisions

Better Business performance

Higher Profits
Better Reputation

Possibility of Error

13

Factors Aiding Business Research

Developments Aiding Business Research Competition local, domestic and global More complex business organisations Stakeholders demanding greater role Growth of Internet Growth of technology and greater computing power Advanced Analytical techniques
14

Objectives of Research
1. Exploratory research - To gain familiarity with a certain phenomenon or gain new insights. 2. Descriptive -To portray accurately the characteristics of a particular individual, group or situation. 3. Diagnostic - To see the frequency with which some phenomenon is associated with something else.

4. Hypothesis-testing - Hypothesis of causal relationship between variables.

15

Criteria of Good Research

1. Purpose should be clearly defined. 2. Research Process (source of data etc) should be described in sufficient detail-except when secrecy is required-This will help verify, correct and extend knowledge, keeping the continuity of what has already been achieved.

16

Criteria of Good Research

3. Design (Sampling, questionnaire, observation etc) should be thoroughly planned so as to yield objective results. 4. High ethical standards (misusing information , forcing respondents to answering questions, animal rights and human dignity) not be in a dilemma. 5. Limitations should be frankly revealed (e-g., flaws in design) so that the decision maker is made aware.

17

Criteria of Good Research

6. Analysis of data should be adequate and methods of analysis appropriate. Should check for reliability and validity, and probability of error. 7.Unambiguous presentation.

8. Conclusions should be confined to those justified by the data of the research.

18

Criteria of Good Research

Good research, systematic - structured with specified steps taken in specified sequence in accordance with well-defined rules Good research, logical - logical reasoning makes research more meaningful in the context of decision making Good research, empirical - dealing with concrete data that provides the basis for external validity to research results. Good research, replicable.
19

The Building Blocks of Research

Blend of information, experience and in-sights that provides a framework that can be thoughtfully evaluated when assessing new information or evaluating relevant situations

KNOWLEDGE

INFORMATION

Determination of relationship amongst data with a view to facilitating understanding of the phenomena, their relationships and decision-making (e.g. past and predicted future sales trends)

DATA

Measurements of phenomena (e.g. sales statistics of a department store)

20

Real Research- Reviving an Ailing Giant

In early 1980s Daimler Chrisler was struggling for survival. Iacocca, a senior manager and Sperlich, a designer used marketing research to identify a need- better family transportation. Focus groups, mall intercepts and mail surveys suggested that consumers wanted a van that handled like a car. People were not looking for a workhorse vehicle but a reliable, spacious and convenient mode of transport.
21

Real Research
Chrysler designed its product around the consumer rather than the internal perception of the organisation. It developed a strong linkage between the consumer problem and product solution. The company continued to rely on market research to develop targeted products.

22

Real Research
Gradually in 2001 it added a power-operated rear liftgate for its minivans to aid shorter drivers. In 2002, power-operated sliding doors were added. Additional Safety and money saving features were added based on research. (Malhotra, p13)
23

Research Team
You are the research team of a flourishing shampoo brand in metros. Your manager wants to extend it to rural areas. He has 2 alternatives: i) Launch line extensions of current shampoo brand (a variant with the same brand name) ii) Re-position your brand Each alternative has its plus(es) and minus(es). How will your team go about this research to aid the manager ???
24

THANK YOU
25