Академический Документы
Профессиональный Документы
Культура Документы
2015
APPLICATION OF THE HYPOTHETICO-DEDUCTIVE METHOD TO
THE SALES PROBLEM OF MEDICAL DIVISION
PREFACE
The purpose of this report is quite simple. We are supposed to apply practically the following
process of Hypothetico-deductive Method. We are finally to present and submit the report to
our instructor of the course Methods in Business Research. For better understanding of the
readers of this report, the steps of the process have been reproduced here from our book
RESEARCH METHODS FOR BUSINESS by Uma Sekaran and Roger Bougie.
CONTENTS
(Page numbers labeled as per pdf count)
[
Preface
The Problem .
Hypothesizing ...
Type of Investigation
Data Collection .
research, Scientific and engineering education sectors. Thus, Technology Links is perhaps
the only company in Pakistan, which provides meaningful links, under one roof, to the
educationist, doctor, scientist, Industrialist and engineer alike. As well as this, the company
also supplies equipment and machinery related to industry and infrastructure development.
The company is the exclusive distributor within Pakistan for a number of international
suppliers and manufacturers. It also handles projects, funded on a bilateral basis
through
outright
grants
or
state
credits
The company philosophy is to maintain the highest possible standards while responding to
customers needs. The company therefore, demands of itself and its employees, the highest
levels of integrity, performance and quality, and continuously seeks to improve its position as
one of the best companies of its kind in Pakistan. It is perhaps for these self assigned
goals and objectives, that the Company was registered as ISO Certified Company.
The Problem
The gap between the desired (ideal) state and the actual state is the problem. At Technology
Links, the gap between desired sales and actual sales is applicable. That is, for 2015:
Target sales: 830 million
Actual sales: 240 million
Gap: 590 million (thats the problem)
Hypothesizing
From the problem statement, following (tentative) hypotheses are developed:
Null:
H0 : Product range, brand and training have no impact on / association with the sales
Alternative:
HA : Complete Product Range would boost sales
HA : Japanese Brand would boost sales
HA : Specialized Training of Sales staff would boost sales
Alternative hypothesis # 3, however, is further affected and influenced by top management
willingness and support for the proper training initiative. Hence, the final model will include
a moderating variable as well.
Variables Description
Dependent:
Sales Volume refers to the sales of medical equipment mentioned earlier in the previous
section(s) of the report.
Independent:
1. Product Range companies like Toshiba and Siemens being the major competitors (of
Technology Links) provide complete range which includes MRI, Gamma Camera and CT
scanner, whereas Technology Links does not have MRI and CT scan in their product
range.
2. Brand Japanese brand outweighs the Korean one in the market; Technology Links suffers
low sales by offering Korean brand.
3. Staff Training poorly trained sales staff also influences the sales volume.
Moderating:
Top Management willingness and support staff training programs cant be launched
without top management support and willingness.
Type of Investigation
The investigation is correlational how variables are associated with the problem. In case
of Technology Links, it follows that how the product range, brand and training variables are
associated with the sales volume.
In our model developed for the sales problem there arent any abstract concepts. Hence, it is
not difficult to measure the variables defined. Here is how:
Sales are measured in amount of rupees received against the total turnover.
Product Range is measured in the number of components, parts or accessories that
accompany the main product or equipment.
Brand Comparison is measured physically. That is, it requires differentiating between the
Japanese and the Korean brand.
Training of Sales Staff is measured in terms of cost incurred by the company on a particular
training program and whether or not the program paid off. It is also measured in terms of how
much and how long a sales rep has been exposed to the training formal, informal, on-thejob, off-the-job, etc. How many training programs has the sales rep attended?
Data Collection
Data on sales, product range, brand (Japanese vs. Korean) and training would be collected
internally from the company.