USE OF PRIMARY DATA IN BUSINESS RESEARCH

WHAT IS RESEARCH?
Research means finding answers to the questions. It is a systematic search for truth.

Through research, new and original information, ideas

about the world we live in, are obtained.

Research is search for knowledge.

Research is defined as a scientific and systematic search

for information on a specific topic.

Business research
It can be defined as An organized systematic data base critical objective

and scientific inquiry into a specific problem

It is used to understand the market trends. To find out the optimal marketing mix, devise effective HR policies, or to find the best investment options.

TYPES OF RESEARCH
Basic Research Applied Research

 Basic research
It is primarily aimed at gathering knowledge. To find the problem. Understanding the consumer buying process Examining the consumer learning process.

Applied research
It is used to answer a specific question, determine why something failed or succeeded, solve a specific problem. Evaluating the impact of a training program on employee performance Examining consumer response to direct marketing programs

Curiosity
Advancement of Technology Utility of Applications Quality of Life

Amount of knowledge

Application Development Applied Research Basic Research 6

Primary Research Methods

Experimental (e.g. test marketing) Observational (human and mechanical) Survey (mail, telephone, personal interview, in-house self administered, online) Focus groups (groups of 8 to 12 people with moderator trying to reach a consensus of opinions)

CRITERIA OF A GOOD RESEARCH

Purpose clearly defined. Research process detailed. Research design thoroughly planned. High ethical standards applied. Limitations frankly revealed. Findings presented clearly. Conclusions justified. Researchers experience reflected.

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Vision & Mission

Vision
To become leading telecommunication Service Provider By offering Innovative communication solutions to our customers.

Mission
To be unmatchable communication system in Pakistan that provides best value to its customers, employees, business partners and shareholders.

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Products & Services

Moilink Indigo Mobilink Jazz Mobilink Blackberry Mobilink Game Mobilink PCO GPRS

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Primary and Secondary Data

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Primary Data: for the purpose of the specific

purpose it hand. Data collected for the first time, by a method other than secondary research, to answer specific questions. Primary data comes from the researcher .

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Primary sources:
customers, dealers, buyers, users, etc.

Data could be collected from respondents by many methods like Survey Observation Experimentation Qualitative techniques Other specialized techniques

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Advantages Primary Data:

Advantages
Applicable and usable if done right Accurate and reliable can answer your direct research questions Up-to-date as you have collected the data

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Disadvantages of Primary Research

Disadvantages
Expensive Not immediately available takes time to define problem, sampling frame, method and analysis. Not as readily accessible

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Primary Research Methods & Techniques

Primary Research

Quantitative Data
Surveys n Personal
interview (intercepts) n Mail n In-house, selfadministered n Telephone, fax, e-mail, Web

Qualitative Data

Experiments Mechanical observation Simulation

Focus groups Individual depth interviews Human observation Case studies

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what, and why, and when, and how, and where and who. --

I keep six honest serving men, (they taught me all I knew), their names are

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RESEARCH PROCESS
FF Review the literature FF Review Concepts And theories Review Previous Research findings

Define Research Problem

Formulate hypothesis

Design Research (Including Sample Design)

Collect Data F

Analyse Data F

Interpret and report

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IV

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F F FF

Feed Back Feed Forward

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Secondary Data Collection

Secondary: Published information available from other sources that has already been gathered. This information is relevant to the problem at hand. Either internal or external to an organization. S

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A Classification of Secondary Data

Secondary Data

Internal

External

Ready to Use

Requires Further Processing

Published Materials

Syndicated Services Computerized Databases

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A Comparison of Primary and Secondary Data

__ PRIMARY DATA Collection purpose Collection process Collection cost SECONDARY DATA

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For the problem at hand For other problems Very involved High Rapid and easy Relatively low
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Constructing the Questionnaire

Select the correct types of questions: open ended harder to score but get richer information closed ended, dichotomous offer two either/or responses (true/false; yes/no; for/against multiple choice select one or more than one scaled response gather range of values (strongly disagree, somewhat disagree, neutral, somewhat agree, strongly agree

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