4/28/2014

1
!"#$%&## (&#&)*+, -*.+&## /&#$0%
! undersLand Lhe sLeps ln conducLlng research
! undersLand Lhe Lypes of research
! Learn Lhe purposes and meLhods of conducLlng exploraLory
research
! Learn abouL descrlpLlve research and Lhe Lypes of descrlpLlve
research
! Pave a prellmlnary ldea abouL causal research
! LsLabllsh a dlfference beLween exploraLory research, descrlpLlve
research, and causal research
!"#$%&'(#)%"
! 8esearch ls all abouL flndlng someLhlng, Lhe absence of whlch
may dlsLorL our ablllLy Lo Lake |nformed dec|s|ons (nwokah eL
al., 2009).
! 1he ablllLy Lo Lake an lnformed declslon ls generaLed Lhrough a
sysLemaLlc sLudy LhaL ls conducLed Lhrough varlous lnLerrelaLed
sLages.
! All Lhe sLeps ln a research are |nterre|ated and no lndependenL
acLlvlLy ls launched wlLhouL conslderlng Lhe declslons on Lhe
prevlous sLages.
! Cne has Lo really undersLand LhaL, from problem ldenLlflcaLlon
Lo presenLaLlon of flndlngs, every sLep ls lnLerllnked and
lnLerrelaLed.
*'+)",++ .,+,/$(0 1$%(,++ 2,+)3"
! A research deslgn ls Lhe deLalled blueprlnL used Lo gulde a
research sLudy Lowards lLs ob[ecLlve.
! A good research ls conducLed uslng 10 steps:
1. roblemor opporLunlLy ldenLlflcaLlon
2. ueclslon maker and buslness researcher meeLlng Lo dlscuss Lhe
problemand opporLunlLy dlmenslons
3. ueflnlng Lhe managemenL problem and subsequenLly Lhe research
problem
4. lormal research proposal and lnLroduclng Lhe dlmenslons of Lhe
problem
3. Approaches Lo research
6. lleld work and daLa collecLlon
7. uaLa preparaLlon and daLa enLry
8. erformlng daLa analysls
9. lnLerpreLaLlon of resulL and presenLaLlon of flndlngs
10. ManagemenL declslon and lLs lmplemenLaLlon.
Fuck Rudru
4/28/2014
2
8us|ness research process des|gn
4#,5 67 1$%89,: %$ ;55%$#'")#< !&,"#)=)(/#)%"
! 1he process of buslness research sLarLs wlLh Lhe prob|em or
opportun|ty |dent|f|cat|on.
! AcLually, Lhe managemenL of Lhe company ldenLlfles Lhe problem
or opporLunlLy ln Lhe organlzaLlon or ln Lhe envlronmenL. 1he
managemenL can ldenLlfy Lhe sympLoms or Lhe effecLs of Lhe
problem, buL Lo undersLand Lhe reasons of Lhe problems, a
sysLemaLlc research has Lo be adopLed.
! 1hls requlred research should elLher be execuLed by a buslness
research flrm or a buslness researcher.
! 1he declslon maker conLacLs Lhe buslness research flrm and
Lhen dlscusses Lhe problem or opporLunlLy wlLh Lhe buslness
researcher.
! 1he researcher can only suggesL soluLlon Lo a problem, buL Lhe
acLual declslon ls Laken by Lhe declslon maker.
4#,5 >7 2,()+)%" ?/@,$ /"& *'+)",++
.,+,/$(0,$ ?,,#)"3 #% 2)+('++ #0, 1$%89,: %$
;55%$#'")#< 2):,"+)%"+
! 1he management prob|em |s concerned w|th the dec|s|on
maker and |s act|on or|ented ln naLure. lor example, Lhe
managemenL problem offers a psychologlcal prlclng Lo enhance
Lhe quanLum of sales. 1hls managemenL problem focuses on Lhe
sympLoms.
! kesearch prob|em ls somewhaL lnformaLlon orlenLed and
focuses malnly on Lhe causes and noL on Lhe sympLoms. 1hls ls
Lo deLermlne Lhe consumer's oplnlon on psychologlcal prlclng
and Lo esLlmaLe Lhelr purchase behavlour for Lhe psychologlcal
prlce belng offered.
4#,5 A7 2,=)")"3 #0, ?/"/3,:,"# 1$%89,: /"&
4'8+,B',"#9< #0, .,+,/$(0 1$%89,:
4/28/2014
3
! now, Lhe researcher prepares a formal proposal of Lhe research
and develops Lhe approaches Lo Lhe research problem. 1he flrsL
parL ls Lo develop a theoret|ca| mode| Lo quanLlfy an aLLlLude.
! lor example, Lo esLlmaLe Lhe buylng lnLenLlons" for a parLlcular
producL, flrsL, Lhe researcher has Lo prepare a LheoreLlcal model
Lo measure an aLLlLude llke buylng lnLenLlons.
4#,5 C7 D%$:/9 .,+,/$(0 1$%5%+/9 /"&
!"#$%&'()"3 #0, 2):,"+)%"+ #% #0, 1$%89,:
1heoret|ca| mode| to measure the buy|ng |ntent|on
D$/:)"3 E<5%#0,+,+
! nypothes|s 1: 8rand lmage" has a slgnlflcanL llner lmpacL on
Lhe buylng lnLenLlon.
! nypothes|s 2: 8rand awareness" has a slgnlflcanL llner lmpacL
on Lhe buylng lnLenLlon.
! nypothes|s 3: rlce" has a slgnlflcanL llner lmpacL on Lhe buylng
lnLenLlon.
! nypothes|s 4: AvallablllLy" has a slgnlflcanL llner lmpacL on Lhe
buylng lnLenLlon.
! nypothes|s S: AfLer-sales servlces" has a slgnlflcanL llner lmpacL
on Lhe buylng lnLenLlon.
! 1he researcher can also LesL Lhe comblned lmpacL of Lhese flve
varlables on Lhe buylng lnLenLlon. 1he proposed mulLlple
regresslon model wlll be
! nypothes|s 6: All Lhe flve facLors ln comblnaLlon have a
slgnlflcanL llnear lmpacL on Lhe buylng lnLenLlon.
4/28/2014
4
4#,5 F7 G55$%/(0,+ #% .,+,/$(0
! 1he research approach ls formulaLed ls Lhe nexL sLep.
! ln Lhe llghL of Lhe Lype of daLa," quesLlons are framed and
sclenLlflcally placed ln Lhe quesLlonnalre.
! 1hls secLlon ls based on Lhe research deslgn formulaLlon, deals
wlLh measuremenL and scallng, nexL secLlon wlLh Lhe aspecLs of
Lhe quesLlonnalre deslgn ln deLall, and as a laLer sLep, a sample
slze ls deLermlned and a sampllng Lechnlque ls selecLed.
H<5,+ %= .,+,/$(0
! All researches can be broadly classlfled lnLo Lhree groups:
exp|oratory research, descr|pt|ve research, and causa|
research.
! 1hese Lhree meLhods dlffer ln Lerms of dlfferenL aspecLs of
conducLlng Lhe research.
C|ass|f|cat|on of d|fferent types of research
IJ59%$/#%$< .,+,/$(0
! As Lhe name lndlcaLes, exploraLory research ls malnly used Lo
explore Lhe lnslghL of Lhe general research problem. 1hls ls used
for Lhe followlng purposes:
A. CbLalnlng 8ackground lnformaLlon
8. 8esearch roblem lormulaLlon or ueflnlng lL More reclsely
C. ldenLlfylng and ueflnlng Lhe key 8esearch varlables
u. ueveloplng PypoLheses
4/28/2014
5
1he ref|ned theoret|ca| mode| to measure the buy|ng |ntent|ons
(obta|n|ng |nputs from exp|oratory research)
?,#0%&+ %= K%"&'(#)"3 IJ59%$/#%$<
.,+,/$(0
4,(%"&/$< 2/#/ G"/9<+)+
! 1he secondary data are noL only used for problem
undersLandlng and exploraLlon buL are also used Lo develop an
undersLandlng abouL Lhe research flndlngs.
IJ5,$# 4'$L,<
! 1o geL Lhe auLhenLlc lnformaLlon abouL Lhe problem, Lhe
researchers someLlmes consulL Lhe experLs of Lhe concerned
fleld. 1hese experLs provlde auLhenLlc and relevanL lnformaLlon
useful for Lhe research, whlch oLherwlse ls dlfflculL Lo obLaln.
! Lxample: An auLomoblle flrm peneLraLlng ln Lhe rural segmenL.
! CusLomers, dealers and reLallers.
4/28/2014
6
D%('+ M$%'5 !"#,$L),N+
! 1he focus group lnLervlew ls a quallLaLlve research Lechnlque ln
whlch a Lralned moderaLor leads a small group of parLlclpanLs Lo
an unsLrucLured dlscusslon abouL Lhe Loplc of lnLeresL.
! usually 6 Lo 12 parLlclpanLs.
2,5#0 !"#,$L),N+
! A depLh lnLervlew ls a prob|ng (cur|ous) beLween a hlghly skllled
lnLervlewer and a respondenL from Lhe LargeL populaLlon Lo
unfold Lhe underlylng oplnlons, moLlvaLlons, emoLlons, or
feellngs of an lndlvldual respondenL on a Loplc generally colned
by Lhe researcher.
Slmllar Lo focus group wlLh a only dlfference LhaL ln Lhls
respondenLs can'L be lnfluenced from Lhelr peers.
K/+, G"/9<+)+
! A case sLudy research meLhod acLually comblnes Lhe record
analysls and observaLlons from lndlvldual and group lnLervlews.
1he case sLudles become parLlcularly useful when one needs Lo
undersLand some parLlcular problem or slLuaLlon ln greaL depLh
and when one can ldenLlfy Lhe cases rlch ln lnformaLlon.
1$%O,(#)L, H,(0")B',+
! ro[ecLlve Lechnlque ls achleved by presenLlng Lhe respondenLs
wlLh amblguous verbal or vlsual sLlmulus maLerlals, such as
bubble carLoons, whlch Lhey need Lo make sense of by drawlng
from Lhelr own experlences, LhoughLs, feellngs, and lmaglnaLlon
before Lhey can offer a response.
! ln Lhe fleld of buslness research, Lhe pro[ecLlve Lechnlques are
broadly classlfled as word assoc|at|on, comp|et|on task,
construct|on task, and express|ve task.
4/28/2014
7
K9/++)=)(/#)%" %= 1$%O,(#)L, H,(0")B',+
! Word Assoc|at|on: Word AssoclaLlon Word assoclaLlon provldes
a Lechnlque LhaL faclllLaLes Lhe sLudy and shadlng of aLLlLudes,
whlch cannoL be ordlnarlly uncovered Lhrough sLandard
lnLervlew meLhods.
ln Lhe word assoclaLlon Lechnlque, Lhe respondenLs are requlred
Lo respond Lo Lhe presenLaLlon of an ob[ecL by lndlcaLlng Lhe flrsL
word, lmage, or LhoughL LhaL comes ln hls or her mlnd as a
response Lo LhaL ob[ecL.
Lg. Sony color Lelevlslon LesLed on Lhree words: quallLy, prlce
and avallablllLy.
! Comp|et|on 1ask: ln a comp|et|on task, the respondent |s
presented w|th an |ncomp|ete senLence, sLory, argumenL, or
conversaLlon and asked Lo compleLe lL. ln Lhe fleld of buslness
research, Lhe Lwo wldely used compleLlon Lask Lechnlques are
senLence-compleLlon Lask and sLory-compleLlon Lask.
Lg. We use LC alr condlLloners as lL glves us ...
! Construct|on 1ask : ConsLrucLlon Lask ls relaLed Lo Lhe compleLlon
Lask Lechnlque wlLh a llLLle dlfference. ln Lhe construct|on task
techn|que, the respondent |s prov|ded w|th |ess lnlLlal sLrucLure as
compared wlLh Lhe compleLlon Lask where Lhe respondenL ls
provlded wlLh an lnlLlal sLrucLure, and Lhen, he or she compleLes Lhe
Lask.
! ln Lhe fleld of buslness research, Lhlrd-person quesLlonlng and bubble
drawlng (carLoon LesLlng) are Lwo commonly used consLrucLlon
Lechnlques.
! Lxpress|ve 1ask: ln express|ve task techn|que, the respondents are
asked to ro|e-p|ay, acL, or palnL a speclflc (mosLly deslred by Lhe
researcher) concepL or slLuaLlon. ln Lhe roleplaylng Lechnlque, Lhe
parLlclpanL ls requlred Lo acL someone else's behavlour ln a parLlcular
seLLlng.
K9/++)=)(/#)%" %= 1$%O,(#)L, H,(0")B',+
2,+($)5#)L, .,+,/$(0
! As evldenL from Lhe name, descrlpLlve research ls conducLed Lo
descrlbe Lhe buslness or markeL characLerlsLlcs.
! 1he descrlpLlve research malnly answers who, whaL, when,
where, and how klnd of quesLlons.
! lL aLLempLs Lo address who should be surveyed, whaL, aL whaL
Llme (pre- and posL-Lype of sLudy), from where (household,
shopplng mall, markeL, and so on), and how Lhls lnformaLlon
should be obLalned (meLhod of daLa collecLlon).
! Lxamp|e: A consumer durable company has conducLed a
descrlpLlve research Lo undersLand Lhe consumpLlon paLLern for
lLs producLs.
! lL can be furLher classlfled lnLo cross-sect|ona| study and
|ong|tud|na| study.
K$%++P4,(#)%"/9 4#'&<
! Cross sect|ona| research deslgn lnvolves Lhe collecLlon of
lnformaLlon from a sample of a populaLlon aL only one polnL of
Llme.
! ln Lhls sLudy, varlous segmenLs of Lhe populaLlon are sampled so
LhaL Lhe relaLlonshlp among Lhe varlables may be lnvesLlgaLed by
cross LabulaLlon (Zlkmund, 2007).
! Sample surveys are cross-secLlonal sLudles ln whlch Lhe samples
happen Lo be a represenLaLlve of Lhe populaLlon.
! 1he cross-secLlonal sLudy generally lnvolves large samples from
Lhe populaLlon, hence, Lhey are someLlmes referred as sample
surveys."
! Lxamp|e: WhaL ls Lhe effecLlveness of an adverLlsemenL
campalgn for an alr condlLloner?
4/28/2014
8
Q%"3)#'&)"/9 4#'&<
! Long|tud|na| study lnvolves survey of Lhe same populaLlon over
a perlod of Llme.
! 1here ls a well-deflned dlfference beLween a cross-secLlonal
sLudy and a longlLudlnal sLudy.
! ln a longlLudlnal sLudy, Lhe sample remalns Lhe same over a
perlod of Llme. ln a cross-secLlonal deslgn, a represenLaLlve
sample Laken from Lhe populaLlon ls sLudled aL only one polnL of
Llme.
! Lxamp|e: Pow have cusLomers changed Lhelr oplnlon abouL Lhe
performance of alr condlLloner as compared wlLh LhaL of lasL
summer?
K/'+/9 .,+,/$(0
! Causa| research ls conducLed Lo ldenLlfy Lhe cause-and-effecL
relaLlonshlp beLween Lwo or more buslness (or declslon)
varlables. Many buslness declslons are based on Lhe causal
relaLlonshlp beLween Lhe varlables of lnLeresL.
! As dlscussed, Lhe descrlpLlve research ls able Lo answer who,
whaL, when, where, and how klnd of quesLlons buL noL Lhe
"why" parL of Lhe quesLlon. 1he causal research ls deslgned Lo
address Lhe why parL of Lhe quesLlon.
! Lxamp|e: A cemenL manufacLurlng company ls worklng on Lhe
assumpLlon LhaL Lhe lncrease ln adverLlsemenL expendlLure ls
golng Lo lncrease Lhe sales of Lhe company.
A re|at|ve compar|son of exp|oratory research, descr|pt|ve
research, and conc|us|ve research
4#,5 R7 D),9& S%$@ /"& 2/#/ K%99,(#)%"
! CLher sesslons ls excluslvely based on secondary daLa sources.
1he researcher has Lo also declde wheLher he or she has Lo go
for a survey or has Lo adopL Lhe observaLlon meLhods and
declde wheLher Lhe research wlll be based on Lhe fleld daLa
collecLlon or lL wlll be a laboraLory experlmenL.
! nexL sesslon ls based on survey and observaLlon Lechnlques,
oLher chapLer lnLroduces Lhe varlous dlmenslons of
experlmenLaLlon, and aL lasL sesslon focuses on fleld work and
daLa preparaLlon process.
4/28/2014
9
4#,5 T7 2/#/ 1$,5/$/#)%" /"& 2/#/ I"#$<
! AfLer fleld work, Lhe collecLed daLa are ln raw formaL.
! 8efore performlng daLa analysls, lL ls lmporLanL for a researcher
Lo sLrucLure Lhe daLa.
! 1here ls a speclflc sclenLlflc procedure Lo deal wlLh Lhe mlsslng
daLa and oLher problems relaLed Lo Lhe daLa-collecLlon process.
nexL sesslon would deal wlLh all Lhese aspecLs of daLa
preparaLlon.
4#,5 U7 2/#/ G"/9<+)+
! AfLer feedlng Lhe daLa ln Lhe spreadsheeL, data ana|ys|s ls
launched. Cther |eft sess|on presenL varlous sophlsLlcaLed
sLaLlsLlcal analyLlcal Lechnlques Lo execuLe Lhe daLa analysls
exerclse. 1hese lnclude unlvarlaLe sLaLlsLlcal analysls, blvarlaLe
sLaLlsLlcal analysls, and mulLlvarlaLe sLaLlsLlcal analysls.
4#,5 V7 !"#,$5$,#/#)%" %= .,+'9# /"&
1$,+,"#/#)%" %= D)"&)"3+
! lL has been already dlscussed LhaL afLer applylng daLa analysls
Lechnlques, a stat|st|ca| resu|t ls obLalned.
! 1here ls need Lo |nterpret the resu|t and present the non-
stat|st|ca| f|nd|ngs derlved from Lhe sLaLlsLlcal resulL. A
meanlngful lnLerpreLaLlon of Lhe resulL ls a skllful acLlvlLy and ls
an lmporLanL aspecL of research.
! 1he researcher has Lo deLermlne wheLher Lhe resulL of Lhe sLudy
ls ln llne wlLh Lhe exlsLlng llLeraLure.
4#,5 6W7 ?/"/3,:,"# 2,()+)%" /"&
!#+ !:59,:,"#/#)%"
! As Lhe lasL sLep of conducLlng a research programme, Lhe flndlngs
are conveyed Lo Lhe declslon maker afLer consulLaLlon wlLh Lhe
research programmer.
! 1he declslon maker analyses Lhe flndlngs and Lakes an
approprlaLe declslon ln Lhe llghL of Lhe sLaLlsLlcal flndlngs
presenLed by Lhe researcher.
! 1hls ls noL a formal parL of Lhe research process. Pere, lL ls
lncluded as a sLep of Lhe research process, because lL ls Lhe
declslon maker who wlll ulLlmaLely Lake Lhe declslon and ls Lhe
managerlal lmpllcaLlon of Lhe research programme.