Marketing Research Lecture Note Prepared by Minale D.

(MBA)..2016 E.C

Chapter - Two

The Research Process

Introduction
Before embarking up on the details of research methodology and techniques, it
seems appropriate to present a brief overview of the research process. The
research process consists of a number of closely related activities. These
activities/steps overlap continuously rather than following a strictly prescribed
sequence. They do not necessarily follow each other in any specific order. However,
the following order provides a useful procedural guideline regarding the research
process.
1. Formulating the Research Problem:
The first step in the research process is the choice of a suitable problem for
investigation. Research starts with a felt difficulty. It takes place when there is a
problematic situation and a need to solve the problem. Sources of a research problem
are one’s professional experience, theory, and professional literature. Initially the
problem may be stated in a broad general way and then narrowed down to a specific
research problem. That means, after understanding the problem thoroughly the same
has to be rephrased in to meaningful terms from analytical point of view.
A proper definition of a research problem will enable the researcher to be on the
track whereas an ill-defined problem may create hurdles.
Thus, defining a research problem properly is a prerequisite for any study and is a
step of the highest importance. In fact, formulation of a problem is often more
essential than its solution.
The Components of the Research Problem
A research problem is one which requires a researcher to find out the best solution
for the given problem, i.e., to find out by which course of action the objective can be
attained optimally in the context of a given environment. Hence, in a given research
problem
 There must be an individual or a group which has some difficulty or
problem.
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

 There must be some objective(s) to be attained. If one wants nothing, one

cannot have a problem
 There must be alternative means (or courses of action) for obtaining the
objective(s) one wishes to attain. If a researcher has no choice of means, he
can not have a problem.
 There must remain some doubt in the mind of a researcher with regard to
the selection of alternatives. This means, the research must answer the
question concerning the relative efficiency of the possible alternatives.
 There must be some environment(s) to which the difficulty pertains.
The research problem should be defined in a systematic manner, giving due
attention to all relating points. The technique for this purpose involves the
following general steps. These are:
(i) Statement of the problem in a general way (choice of research topic)
(ii) Understanding the nature of the problem;
(iii) Surveying the available literature;
(iv) Developing ideas through discussions; and
(v) Rephrasing the research problem into a working proposition
(i) Statement of the Problem in a General Way: First of all, the problem should be stated in a
broad general way, keeping in view either some practical concern or some scientific or
intellectual interest. It is sometimes advisable to do some sort of observation and preliminary
survey or what is often called pilot survey. Then the researcher can himself state the problem or
he can seek the guidance of the guide or the subject expert in accomplishing this task.

(ii) Understanding the Nature of the Problem: The next step in defining the
problem is to understand its origin and nature clearly. The best way of understanding
the problem is to discuss it with those who first raised it in order to find out how the
problem originally came about and with what objectives in view. If the researcher
has stated the problem himself, he should consider once again all those points that
induced him to make a general statement concerning the problem. He can enter into
discussion with those who have a good knowledge of the problem concerned or
similar other problems. The researcher should also keep in view the environment
with in which the problem is to be studied and understood.
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

(iii) Surveying the Available Literature: All available literature concerning the
problem at hand must necessarily be surveyed and examined before a definition of
the research problem is given. This is done to find out what data and other materials,
if any, are available for operational purposes. Surveying literature would also help a
researcher to know if there are certain gaps in the theories, or whether the existing
theories applicable to the problem under study are inconsistent with each other, or
whether the findings of the different studies do not follow a pattern consistent with
the theoretical expectations and so on. Studies on related problems are useful for
indicating the type of difficulties that may be encountered in the present study as
also the possible analytical shortcomings. At times such studies may also suggest
useful and even new lines to the present problem.
(iv) Developing the Ideas through Discussions: Discussions concerning a problem often
produces useful information. Various new ideas can be developed through such an exercise.
Hence, a researcher must discuss his problem with his colleagues and others who have enough
experience in the same area or in working on similar problems. This is known as an experience
survey. Discussions with experienced persons should not only be confined to the formulation of
the specific problem at hand, but should also be concerned with the general approach to the
given problem, techniques that might be used, possible solutions, etc.

(v) Rephrasing the Research Problem: Finally, the researcher must rephrase the
research problem in to a working proposition. Rephrasing the problem into analytical
or operational terms is not a difficult task. Through rephrasing, the researcher puts
the research problem in as specific terms as possible so that it may become
operationally viable and may help in the development of working hypotheses.
In rephrasing research problem, a researcher has to narrow a research focus, and
develop, the statement of the problem
A good problem statement should be clearly written and be able to immediately
capture the readers. It should be able to advance knowledge or be of interest to
society. In addition, it should indicate the scope of the study and be objectively
researchable. Finally, the problem statement must give the purpose of the research
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

(Mugenda and Mugenda, 1999). A good research problem should be capable of

being stated in one major research question, which reveals the research gap. Such
question(s) may be descriptive, relationship questions, or difference questions.
The problem statement conveys the specific research problem, usually in a few
paragraphs. It should indicate:
 The focus area of the research (the issue raised)
 Indicates researches done by other researchers in the area including their
findings
 Indicate issues that are not yet assessed by other researcher in the area (the
knowledge gap or unsolved questions which appears to justify another
research.
 Show difference in the findings of various researchers in the area (if any)
 Indicate the study area and the issues or subjects of research
 Indicate the purpose of the study
 Indicate what is meant to be shown or done by the research
Research Objective- While statement of purpose helps to focus the study, research
objectives further specify the issues or area of knowledge that the researcher wants
to examine or explore. Stating research objectives entails breading down the scope of
the stated purpose to enable in-depth investigation. Usually, there is one general
research objectives, while the number of specific research objectives varies from one
research to another, but their number should be reasonable enough to properly
address by a particular research.
Suppose that our title says: “An Analysis of the Impact of Training on the
Workers’ Efficiency at Work’: the case of XY- Company”. In line with the above
research topic one can develop research objectives as follows:
The overall purpose of this research is to analyze the impact of training on
Efficiency of Workers at Work. More specifically, it aims at addressing the
following specific objectives
i) To determine if training affect workers’ speed at work
ii) To investigate the impact of training on workers ability of discharging their
responsibility properly
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

iii) To examine if training affects workers respect for their work

iv) To describe the relationship between workers’ access to training and their
productivity
Research Questions- Research questions constitute the most important elements of
any research. They describe the ideas contained in a research objective. However,
research questions emerge after the research objectives. They point out the data that
are required to be collected in a study. According to Blaikie (2000), the questions
have to be related to three aspects: What, Why and How? The ‘What’ questions seek
descriptions, ‘Why’ questions seek explanation and understanding, and the ‘how’
questions seek interventions to bring about change? In relation with the above
research objectives, one may formulate the following research questions.
i) What is the effect of training on workers’ speed at work?
ii) What is the impact of training on the workers ability of discharging their
ability?
iii) Is there any difference in workers respect for their job because of access or
non-access to training?
iv) What relationship is there between workers’ productivity and access to training
opportunity?

2. Review the Literature:

Once the problem is formulated, a brief summary of it should be written down. At
this juncture, the researcher should undertake extensive literature survey connected
with the problem. The researcher may review two types of literature-conceptual and
empirical. Conceptual literature is concerned with related concepts and theories.
Empirical literature is about studies made earlier which are similar to the one
proposed.
3. Formulation of Working Hypothesis:
After extensive literature survey, researcher should state in clear terms the working
hypothesis or hypotheses. Hypothesis is tentative assumption made in order to draw
out and test its logical or empirical consequences. Hypotheses provide focal point for
research. The role of hypothesis is to guide the researcher by delimiting the area of
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

research and to keep him on the right truck. However, we may encounter a problem
where we do not need working hypotheses.
A research hypothesis is a tentative proposition or prediction of the expected
relationships between two or more variables. This tentative proposition(s) is/are
subject to verification upon the undertaking of the research work. If the finding of
the research supports our earlier predication, then the hypothesis will be accepted,
otherwise it will be rejected. A hypothesis is a tentative statement or an educated
guess suggesting possible relationship, difference, or case between two or more
variables that can be investigated and tested.
4. Preparing the Research Design (Including Sample Design):
The research problem having been formulated in clear cut terms, the researcher will
be required to prepare a research design. This is stating the conceptual structures
with in which research would be conducted. In addition, the researcher must design
the way of selecting a sample or what is known as the sample design.
5. Types and Source of Data
There are two types of data which is usually used in researches, primary and
secondary data. Primary data does not actually exist until and unless it is generated
through the research process as part of the consultancy or dissertation or project. It
would often be collected through techniques such as experimentation, interviewing,
observation and surveys. On the other hand Secondary sources are information
sources that, describe, or draw conclusions based on works written by others. In
addition to this, Secondary sources are often referred to as being “one step removed”
from the actual occurrence or fact. Again secondary source consists of a review of
relevant literature conducted to assess the previous research studies conducted by
other researchers and some statistical reports related to the topic of the study were
reviewed. In addition review of various books, journals, articles, and notes from the
internet pertaining to the study.
6. Sample design and sampling techniques
Kothari (2004) states that a sample design is a definite plan for obtaining a sample
from a given target population and it refers to the techniques or procedures the
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

researcher would adopt in selecting items for sample. According to Saunders et. al.
(2009) unlike probability sampling, there are no rules in non-probability sampling
techniques. Non-probability sampling involves the selection of subject based on
assumption regarding the population of interest, which forms the criteria for
selection.
Example: If the population is infinite or unknown, how can we calculate the sample
size?.
Cochran (1977) developed a formula to calculate a representative sample for infinite populations.

no= 1.96 2 *0.5*0.5/0.05 2 =385

Where, no is the sample size, z is the selected critical value of desired confidence
Level, the value for Z is found in statistical tables which contain the area under the
normal curve Z = 1.96 for 95 % level of confidence, p is the estimated proportion of an
attribute that is present in the population, which is 0.5 and q= 1− p and e is the desired
level of precision.

7. Collecting the Data (Execution):

The researcher should select one of the methods of data collection taking in to
consideration the nature of investigation, objective and scope of the inquiry,
financial resources, available time, and the desired degree of accuracy. Then using
the selected method, adequate and dependable data have to be collected.
8. Analysis of Data (Including Test of Hypothesis):
After the data have been collected, the researcher turns to the task of analyzing
them. The analytical techniques have to be appropriate and adequate. After
analyzing the data, the researcher is in apposition to test the hypothesis, if any, he
had formulated earlier.
9. Drawing Conclusions:
Marketing Research Lecture Note Prepared by Minale D.
(MBA)..2016 E.C

This is making generalizations after the analyses have been made. The conclusions
must be based on the data and the analysis within the framework of the research
study. Finally, the researcher has to prepare the report of what has been done by
him.