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Business Research Method
Prof. Ravi Shekhar Kumar
XLRI- Xavier School of Management, Jamshedpur
[email protected] Session-3
Problem Definition Process
Environmental
Context of
Discussion Problem
with Decision
Maker
Defining
RP-1
Interview
with Experts
Background of
study Defining Defining
Situation of MDP RP-2
Problem
Secondary
Data Analysis
Defining
RP-3
Qualitative
Research
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Developing an Approach to Problem
Defining
Based on
RQ-1
Defining Literature Review
RP-1 Qualitative study
Theoretical Knowledge
Defining
RQ-2
Defining Developing
RP-2 Hypothesis-1
Defining
RQ-3 Developing
Hypothesis-1
Defining
RP-3
Defining Developing
RQ-4 Hypothesis-1
Research Design: Definition
A research design is a framework or blueprint for
conducting the research project.
It details the procedures necessary for obtaining the
information needed to structure or solve research
problem(s).
It lays the foundation for conducting project.
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Research Design
Involves:
Define the information needed
Design exploratory, descriptive, and/or causal phases of
the research
Specify measurement & scaling procedures
Construct & pretest a questionnaire or an appropriate
form for data collection
Specify sampling process & sample size
Develop a plan of data analysis
Classification of Research Designs
Research Design
Exploratory Research Design Conclusive Research Design
Provision of insights into & Assist in determining, evaluating &
comprehension of the problem selecting the best course of action
situation confronting researchers to take in a given situation
Descriptive Research Causal Research
Description of something To obtain evidence
usually characteristics & regarding cause-and-
functions effect relationship.
Cross-Sectional Longitudinal
Design Design
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Exploratory vs Conclusive Research
Exploratory Conclusive
Objective: To provide insights & To test specific hypotheses and
understanding examine relationships
Character- Information needed is defined Information needed is clearly
istics: only loosely. defined.
Research process is flexible & Research process is formal and
unstructured. structured.
Sample is small & non- Sample is large & representative.
representative. Data analysis is quantitative
Analysis of primary data is
qualitative
Findings/ Tentative Conclusive
Results:
Generally followed by further Findings used as input into
Outcome: exploratory or conclusive decision making
research
A Comparison of Basic Research Designs
Exploratory Descriptive Causal
Objective: Discovery of ideas Describe Determine cause
and insights characteristics or and effect
functions relationships
Characteristics: Flexible, versatile Marked by the prior Manipulation of
formulation of specific independent
hypotheses variables,
Measure effect
on dependent
variables
Often the front end Preplanned and Control
of total research structured design mediating
design variables
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Degree of Problem Definition: possible
situation
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Defined)
Our sales are declining What kind of people are Will buyers purchase
and we dont know buying our product? more of our products in a
why. Who buys our new package?
competitors product?
Would people be What features do buyers Which of two advertising
interested in our new prefer in our product? campaigns is more
product idea? effective?
Uses of Exploratory Research
Formulate a problem or define a problem more precisely
Gain insights for developing an approach to problem
Identify alternative courses of action
Establish priorities for further research
Isolate key variables & relationships for further examination
Develop hypotheses
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Methods of Exploratory Research
Secondary data analyzed in a qualitative way
Survey of experts
Pilot surveys
Qualitative research,
Case Studies
Use of Descriptive Research
To describe characteristics of relevant groups
To estimate percentage of units in a specified population
exhibiting a certain behavior
To determine the perceptions of something (product
characteristics)
To determine degree to which variables are associated
To make specific predictions
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Methods of Descriptive Research
Secondary data analyzed in a quantitative
Surveys
Panels
Observational data
Longitudinal vs Cross-Sectional Design
Evaluation Cross-Sectional Longitudinal
Criteria Design Design
Detecting Change - +
Large amount of data collection - +
Accuracy - +
Representative Sampling + -
Response bias + -
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Uses of Causal Research
To understand which variables are the cause (independent
variables) & which variables are the effect (dependent
variables) of a phenomenon
To determine the nature of the relationship between the
causal variables and the effect to be predicted
METHOD: Experiments
Alternative Research Designs
Exploratory Research
Secondary Data Conclusive Research
(a)
Analysis Descriptive/Causal
Focus Groups
Conclusive Research
(b) Descriptive/Causal
Exploratory Research
Conclusive Research Secondary Data
(c) Descriptive/Causal Analysis
Focus Groups
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Exploratory Research
Can be conducted by analyzing
Primary data
Originated by a researcher for the specific purpose of
addressing the problem at hand.
Secondary data
Data that have already been collected for purposes other than
the problem at hand.
A Comparison of Primary & Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problems
Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short
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Sources of Secondary Data
Secondary Data
Internal External
Requires
Published Computerized Syndicated
Ready to Use Further
Materials Databases Services
Processing
Uses of Secondary Data
Identify the problem
Better define the problem
Develop an approach to the problem
Formulate an appropriate research design (for example, by
identifying key variables)
Answer certain research questions & test some hypotheses
Interpret primary data more insightfully
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Why do we need qualitative research?
It gives you an intimate understanding of people
Helps understand people and their social & cultural
contexts
Makes products, positioning, advertising, packaging
more relevant
Allows marketers to use their marketing spends more
effectively.
How Qualitative Research is different from
current experiences of discussion forums
Focus is on listening
moderator only rephrases to clarify & does not make dominant statements of
opinion
Attempted objectivity
moderator does not try to influence/ lead ideas, attitudes, opinions
expressed
Non-competitive
opinion of all respondents is valued & domination is discouraged
participation is encouraged and sought not dependent on lung power
No stakes to prove
moderator does not have a vested interest in the findings desired
Information is sought one-way
moderator avoids/ does not share his/ her own opinions
Strangers/ peers enhance comfort in sharing information
moderator is not seeking personal advice
moderator does not know/ is not biased towards any of respondents
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So then what is Qualitative Research?
Centrally concerned with understanding things
Exploring, Explaining, Linking
the evidence - associations, symbols, rituals,
with the interpretation - their meaning, value,
and
Identifying
the deep-rooted bonds/ strength - emotional pay-offs beyond the
rational, the relationships,
potential triggers of change, loyalty drivers
Develop
hypotheses of likely future outcomes
And the key limitations
Is diagnostic, not evaluative
Recommended when short-listing ideas, not choosing a winner
Highlights factors that influence in-market success, but does not predict
quantum of success
Does not represent all your consumers as
Involves purposeful sampling for recruitment
Number of people met is also relatively low
Respondents are invited to a GD, they may exhibit
Socially desirable behaviour and rational responses, conformity & other
group dynamic influenced behaviours
Control issues
Strong personalities can dominate if not adequately controlled
Is highly researcher dependent
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Term Project: Submissions
Group detail submission to CR by 25th Jan
Team members details (6 members in a team)
Topic Selection
Term Project Guideline
Background of Study
Definition of MDP & RP
Developing RQ
Conducting Qualitative Research & Literature Review
Developing Hypothesis
Developing /Adopting Questionnaire
Data Collection
Testing Hypothesis
Drawing Managerial Implication & Conclusion
Limitation of Study
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