I.
Formulating the research problem
The formulation of a general topic into a specific
research problem constitutes the first step of
scientific enquiry.
II. Objectives of the research
It explains the aims that the researcher intends
to achieve through the research
III. Extensive literature review
Books, articles, journals, reports etc
A good library will be a great help to the
researcher
IV Developing of working hypothesis
Hypothesis provide the focal point of
research.
The role of hypothesis is to guide the
researcher by delimiting the area of research.
It sharpens his thinking and focus
IV Developing of working hypothesis
How does one develop hypothesis?
Discuss with colleagues and experts
Examination of data and records
Review similar studies
Personal investigation through field interviews
Working hypothesis must be stated in precise
and clear terms.
V. Preparing the research design
Researcher will have to state the conceptual
structure within which research would be
conducted.
There are two types of research designs:
A. Exploratory research
B. Conclusive research
1. Descriptive research
2.Causal research
VI. Determining sample design
When we select a few items from the universe for
our study, the items selected constitute a
sample.
Sample design is the way of selecting the sample.
Probability sampling vs. non probability sampling
One should restore to random sampling so that
bias can be eliminated and sampling error can be
estimated.
VII. Collecting the data
There are several ways of collecting data
which differ in context of money, costs, time
and other resources.
Primary data can be collected through
experiments or surveys.
Survey Methods
Surveys
Questionnaire
PI
Telephone
Observation
interview
Schedule
VIII. Execution of the project
The project should be executed in a
systematic manner and on time.
IX. Analysis of data
Establishment of categories, tabulating and
drawing statistical inferences.
Analysis work is based on computation of
percentages, coefficients etc.
X. Hypothesis-testing
The hypothesis can be tested through the use of
the following tests
Chi square
T-test
Z- test
XI. Generalisations and interpretation
Generalisation means to build a theory.
When the researcher explains the findings it is
known as interpretation
XII. Preparation of the report
The layout of the report is divided into three
parts:-
Preliminary pages
Title and date
Acknowledgements
Forwards
Table of content
XII. Preparation of the report
Main text
Introduction
Main report
Conclusion
End of the report
Bibliography
Appendices
Index (optional)
Objectivity
Systematic
Logical
Universality
Free from personal bias
Control
Empirical
Replicable
A framework or blueprint for conducting the
research project.
It specifies the details of the procedures
necessary for obtaining the information
needed to structure and/or solve marketing
research problems.
Research design involves the following
components:-
Design the exploratory, descriptive and/or causal
phases of the research.
Define the information needed
Specify the measurement and scaling procedures
Construct and pretest a quesstionnaire
Specify the sampling process and sample size
Develop a plan of data analysis
Research designs make be classified into
Exploratory
Conclusive research
Exploratory research
The primary objective of exploratory research
is to provide insights into and an
understanding of the problem.
The findings of exploratory research are
regarded as tentative or input to further
research.
Conclusive research
The objective of conclusive research is to test
hypothesis and examine specific
relationships.
Conclusive research is more formal and
structured than exploratory research.
The findings from this research are
considered to be conclusive.
Research design
Exploratory Conclusive
Descriptive Causal
Longitudinal
Cross-Sectional
Design
Design
Multiple
Single
Exploratory Conclusive
Objective To provide insights and To test specific
understanding hypothesis and examine
relationships
Information Information needed is Information is clearly
defined loosely defined
Research It is flexible and It is formal and structured
process unstructured
Sample It is small and non- It is large and
representative representative
Data analysis Qualitative Quantitative
Results Tentative Conclusive
Outcome Further exploratory or Inputs into decision
conclusive research making
It can be used for any fo the following
purposes:-
Formulate or define a problem precisely
Identify alternative course of action
Develop hypothesis
Establish priorities for further research
The major objective of this research is to
describe something – usually market
characteristics or functions.
The 6 Ws
Who
What
When
Where
Why
Way
Examples of descriptive research:-
A study to determine the consumer
perceptions of Inorbit.
To understand the consumption patterns of
FMCG products
To understand the audience profile of the
consumers watching Colors
Cross-Sectional Design
It is the most frequently used descriptive
design.
It involves the collection of information from
any given sample of population elements only
once.
In single cross-sectional designs only one
sample of respondents is drawn from the
target population and information is obtained
from this sample only once
In multiple cross-sectional designs, there are
two or more samples of respondents and
information from each sample is obtained
only once.
Longitudinal designs
A fixed sample of population elements is
measured repeatedly on the same variables.
A longitudinal design differs from a cross-
sectional design in that the sample or samples
remain the same over time.
A cross-sectional design gives a snapshot of the
variables of interest at a single point whereas a
longitudinal study provides a series of pictures
that give an in-depth view of the situation and
the changes that take place over time.
Sometimes, the term panel is used
interchangeably with the term longitudinal
design.
A panel consists of a sample of respondents,
generally households that have agreed to provide
information at specified intervals over an
extended period.
Panel members are compensated for their
participation with gifts, coupons, information or
cash.’
Criteria Cross-sectional design Longitudinal design
Detecting change - +
Large amount of data - +
collection
Accuracy - +
Representative + -
sampling
Response bias + -
+ indicates a relative advantage over
other design
- indicates a relative disadvantage
It is used to obtain evidence of cause and
effect (causal) relationships.
Causal research is appropriate for the
following purposes:-
To understand which variables are the cause
(independent variables) and which variables
are the effect (dependent variables)
To determine the relationship between the
causal variables and the effect
The main method of causal research is
experimentation
Egs.
Helpfulness of salesperson (causal variable)will
influence the sales of housewares (effect variables)
Variables
It is an entity that takes on different values
Examples-age , weight, income etc.
A specific value assigned to a variable is
called as an attribute
Depending upon the attributes assigned, the
variables can be classified as:
Continuous variables
These are values within a given range or from an
infinite set
Age – 30 to 40
Non-continuous variables (Discrete)
Only certain values are possible
Example – Number of children
Independent variable (IV)
Can be manipulated
Dependent variable (DV)
Variable which is expected to be affected by
the manipulation of the IV.
Moderating variable (MV)
It is second to IV and has an effect on the IV-
DV relationship
Extraneous variable
It is that variable that is directly not related to
the study but may affect the DV.
Intervening Variable (IVV)
It is variable that affects the DV
