Dr.
Kishore Bhattacharjee
Assistant Professor (Marketing)
Amity Business School
Amity University, Patna
1
Why Research?
➢To fill the knowledge gap
➢For problem solving
• Research provides you with the knowledge and skills needed
for the fast-paced decision-making environment.
• The quest for knowledge is the basic principle behind
research.
• To contribute……..
2
What is Research?
Research is something that people undertake
in order to find out things in a systematic way,
thereby increasing their knowledge.
• “A careful, systematic, patient study and investigation
in some field of knowledge, undertaken to establish
facts, relations or principles”… (Grinnell)
3
Case I
RQ: How marketing through social media impacts
consumer purchase intention?
(Role of Social Networking sites on consumer Buying
Behavior)
Male / Female
ATTITUDE
Literature PERCEIVED
Review TRUST USEFULNRSS PURCHAASE Actual
INTENTION Purchase
PERCEIVED RISK
EXPERIENCE
4
Research
Research Methodology
Research Methods
5
What is Good Research?
• Following the standards of the scientific method
– Problem clearly defined
– Objectives clearly defined
– Research design thoroughly planned
– Research process detailed
– Population Clearly defined & Sampling properly
done
– Limitations frankly revealed
– High ethical standards applied
6
Research Approach
7
RESEARCH APPROACH
Two Broad Approaches:
CLASSIFICATION I 1. 1. Qualitative.
2. 2. Quantitative.
1. Inductive
CLASSIFICATION II 2. Deductive
8
Case II
An assessment of Union Budget 2020
Case III
A study on service quality assessment of private
management institutions on the satisfaction of the students
9
QUALITATIVE QUANTITATIVE
• Testing Hypothesis & reaching
Purpose • Understand & Interpret conclusion/result.
Social relations.
Group Studied • Smaller/sometimes non- • Large/representative of the
representative. population.
Deals with • Entities. • Data
Variable • Study the whole. • Specific Variable.
Methodology • Subjective.
• Specified.
Data Type
• Words, Images, open-ended • Numbers.
responses.
Form of Data • Open-ended • Structured, collected through
Scales.
Data Collection • In-depth interviews, group • Surveys, Questionnaires and
discussions, brainstorming, Observations are used.
focus groups etc. are used.
• Identify statistical relations
Analysis • Trend Analysis & Pattern among variables.
findings.
Result • Less Generalizable. • More Generalizable.
• Inductive Approach. • Applies Deductive Approach.
Applies
• Confirmation of hypotheses,
Helps in • Improve conceptualization. or validation of theories, etc.
10
RESEARCH APPROACH
Case IV
Enhancing empowerment and leadership among homeless
youth in a community settings
Inductive Research
Deductive Research
11
Inductive research approach
When there is little to no existing literature on a topic, it is common to perform
inductive research because there is no theory to test. The inductive approach
consists of three stages:
Observation
A low-cost airline flight is delayed
Elephants depend on water to exist
Observe a pattern
Another 20 flights from low-cost airlines are delayed
All observed animals depend on water to exist
Develop a theory
Low cost airlines always have delays
All biological life depends on water to exist
Limitations of an inductive approach
A conclusion drawn on the basis of an inductive method can never be proven, but
it can be invalidated.
12
Deductive research approach
When conducting deductive research, you always start with a theory (the result of inductive research). Reasoning
deductively means testing these theories. If there is no theory yet, you cannot conduct deductive research.
The deductive research approach consists of four stages:
Start with an existing theory
Low cost airlines always have delays
All biological life depends on water to exist
Formulate a hypothesis based on existing theory
If passengers fly with a low cost airline, then they will always experience delays
All land mammals depend on water to exist
Collect data to test the hypothesis
Collect flight data of low-cost airlines
Study all land mammal species to see if they depend on water
Analyse the results: does the data reject or support the hypothesis?
5 out of 100 flights of low-cost airlines are not delayed = reject hypothesis
All land mammal species depend on water = support hypothesis
Limitations of a deductive approach
The conclusions of deductive reasoning can only be true if all the premises set in the inductive study are true and
the terms are clear.
13
Research process…
14
Research process- Steps
1. Formulation a of a research problem
- Defining Research Question, Variables , Objective, & Hypotheses
2. Creation of a research design
3. Constructing instruments for data collection
4. Selecting a sample
6. Collecting data
- Measurement & Scaling, Questionnaire Development
7. Processing data
8. Analyzing Data
9. Writing the report
15
Case V
Hot properties in the world of advertising, actors Amitabh
Bachchan and Shah Rukh Khan may be "overexposing" themselves
by endorsing many products at a time which is leading consumers
towards bad brand recalls, a recent survey has found.
The survey, conducted by Indian Market Research Bureau (IMRB)
across urban centers in the country, has revealed that consumers
are unable to recall brands endorsed by celebrities due
to overexposure.
Fifteen per cent (15%) of respondents had "bad brand recalls" for
Amitabh Bachchan while nine per cent (9%) of them were having
bad brand recalls for Shah Rukh Khan.
The survey says that though celebrities help in brand recall, only
three per cent (3%) of people across the country felt the celebrity
affects their buying decision. In South India, only two per cent (2%)
of the respondents consider the celebrity while buying.
16
Let’s Discuss Research Questions, Variables, Objectives
& Hypothesis…..
17
Research Question?
✓ In an academic research, we formulate clear questions to guide us in
our search for answers.
✓ It is a doubt in the mind of the researcher at the initial level, that guides
the further course of action.
●Curiosity is “the desire to learn or know about anything;
inquisitiveness” (Dictionary.com)
● Considered together, curiosity is the source of our questions – we
ask because we want to know; research is the means by which we
find an answer.
18
A Research Question is…
●Something you want to know about your discipline, or about a specific area
within your discipline.
●Not a topic, fragment, phrase, or sentence. It ends with a question mark (?)
● Clear and precisely stated. It is not too broad, nor is it too narrow.
●Open-ended, as opposed to closed. It cannot be answered in a sentence or
phrase.
19
20
21
22
A mediator variable is the variable that causes mediation in the dependent and
the independent variables. In other words, it explains the relationship between
the dependent variable and the independent variable.
23
24
Moderating Variable
A moderating variable, also called a moderator variable or simply M, changes
the strength or direction of an effect between two variables x and y. In other
words, it affects the relationship between the independent variable or
dependent variable.
25
Supply of Raw Material
Demand Sales Rate
26
27
28
29
Research Objective Univariate
Bivariate
Multivariate
30
Research objectives describe concisely what the research is trying to achieve.
They summarize the accomplishments a researcher wishes to achieve through
the project and provides direction to the study. A research objective must be
achievable
31
Few Examples:
• To study the awareness level of ABC Policy of HDFC Bank in Patna
• To compare the awareness level of ABC policy of HDFC & ICICI in Patna
• To compare the awareness level of ABC & DEF policy of HDFC in Patna
• To study the awareness level of ABC Policy of HDFC Bank in Patna & Kolkata
• To study the awareness & satisfaction level of ABC Policy of HDFC Bank in
Patna
• To know the relationship between the awareness & satisfaction level of the
ABC Policy of HDFC Bank in Patna
• To compare the impact of awareness & perception level on the satisfaction of
ABC Policy of HDFC in Patna and Kolkata
• To measure the effect of awareness of green products on consumer
preferences with relation to their demographic profile
32
Example…
RQ: What is the Impact of Microfinance facilities on Rural Empowerment?
Objectives:
• To measure the Microfinance facilities on rural agricultural activities
• To measure the Microfinance facilities on job creation
• To measure the Microfinance facilities on rural industrialization
• To measure the Microfinance facilities on literacy rate of rural population
• To measure the Microfinance facilities on health & nutrition of rural
population
33
Common error: That should be avoided…..
34
• To study the concept of stress in academic society
• To measure the impact of awareness level on people
• To measure the impact of cashless transactions on
countries economy
• To suggest the improvements in HR policies to improve
the performance of employees in XYZ organization
• To measure the success of Women Empowerment
program
35
Points to be remembered….
• Number of variables
• Nature of variables
• Category of variables
• Type of Data that will explain the variables
36
37
• OK, now that we know how to set up a
research project by posing research questions
and labeling variables, it is time to move on to
a more formal way of structuring and
interpreting research.
38
Hypotheses Definitions
• Hypotheses are predictions about the relationship
among two or more variables or groups based on a
theory or previous research (Pittenger, 2003).
39
Importance of Hypotheses
• Hypotheses:
– Direct our observations
• Identifies the variables examined and data to be
collected
– Describe a relationship among variables
• Can state that as one variable increases, the other will
decrease; as one variables increases, the other will
increase, and so on.
– Refer to populations
• Hypotheses help researchers infer that results of a
sample will translate to a population
40
Symbols used in Hypotheses
• M= mean
• µ (mu: mew)= population mean
• Null Hypothesis= (H0: µ1 - µ2 = 0 or H0: µ1 = µ2)
• Alternative Hypothesis= (H1: µ1-µ2 ≠ 0 or H1: µ1 ≠ µ2 )
– Sometimes you may see it noted as HA
41
Types of Hypotheses
• Research Hypotheses
• Statistical Hypotheses
42
Research Hypotheses
• Research Hypothesis: A statement of the relationship
among two or more variables or groups.
• The acceptance or non-acceptance of which is based on
resolving a logical alternative with a null hypothesis.
- Example: Graduate students who read the text in research
methods will score higher on their comprehensive exams
than graduate students who did not read their research
methods text.
43
Research hypotheses can be stated as Directional or Non-
directional.
• Directional Hypotheses predict the specific relationship among
two or more variables or groups:
– E.g. Graduate students who read the text in research methods will score higher
on their comprehensive exams than graduate students who did not read their
research methods text.
H0: µ1 = µ2
H1: µ1 < µ2 H1: µ1 > µ2
• Non-Directional Hypotheses predict that there will be
differences among two or more groups, but do not specify the
direction of the differences
– E.g. Men and Women will differ in their recall of phone numbers
H0: µ1 = µ2 H1: µ1 ≠ µ2
44
Your Turn!!!
• Come up with some directional and non-
directional research hypotheses
• Share with the class
45
Statistical Hypotheses
• Statistical Hypotheses are mathematical, or logical statements
that help researchers interpret the results of research
• Statistical hypotheses consist of the Null Hypothesis (H0), the
hypothesis of no difference and the Alternative Hypothesis (H1
or HA) which is similar in form to the research hypothesis.
– Null: (H0: µ1 - µ2 = 0 )
– Alternative: (H1: µ1 - µ2 ≠ 0)
46
• Examples:
– Null: There will be no significant difference in the
comprehensive test scores of graduate students who
read the text in research methods and those who did
not read their research methods text.
– Alternative: There will be significant difference in
the comprehensive test scores of graduate students
who read the text in research methods and those who
did not read their research methods text.
47
• Remember, and this is important:
– The null hypothesis always implies that there is no
relation or statistical difference between variables or
groups
– The alternative hypothesis implies that there is a
meaningful relationship among variables or groups
48
Fundamental Outcomes in Hypothesis Tests
• As we all (hopefully) remember, results of hypothesis
tests fall into one of four scenarios:
H0 is true H0 is false
We reject H0 Type I Error OK
We don’t
OK Type II Error
reject H0
49
50
51
