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Meaning
Redman and Mory defined research as a
Systematized effort to gain new knowledge.
Clifford Woody defined research as defining and
redefining problems, formulating hypothesis, collecting,
organizing and evaluating data, making deductions and
reaching conclusion and at last carefully testing the
conclusion to determine whether they fit the formulating
hypothesis.
Objectives of MR
Types
Applied research
Aims at finding a sol for an immediate pb
Deals with real life situation
Has practical problem solving emphasis
MR is an applied research
Pure/Fundamental / basic research
Gathering knowledge for knowledge sake
Doesnt have commercial potential
Conceptual research
Used by Philosophers & thinkers
It is related to some abstract ideas or theory
Do research to prove or disapprove his
hypothesis
Types
Empirical research/ Ex- post Facto
Examination of relationship that exist b/w independent
and dependent variable
Ex post Facto Means From what is done afterward
Researcher only report what has happened &
what is happening. No scope to manipulate the
variable
Historical research
Based on past records & data in order to understand
the future trends
No direct observation, research has to depend on the
conclusions or inference drawn in the past.
Types
Action research
Undertaken by direct action, Conducted to solve the
problem
Most common for industrial product
E.g. Test marketing
Evaluation research
To find out how well the planned programmed is
implemented
Evaluating the performance or assessment of a
project.
Causal research
Helps to determine Cause and effect relationship b/w
the variables.
Types
Exploratory Research
Carried out at the very beginning, when the pb is not
clear or is vague.
Explore or search through the pb or situation to
provide insight & understanding
Formulate the problem
Few methods are Expert surveys, focus group, case
studies, observation methods.
Descriptive research
Fact finding investigation
Presents state of affairs as it is.
The objective is to descried the characteristics of
respondent in relation to a particular product
Definite conclusions can be arrived at, but it doesnt
establish cause & effect relationship.
Deals with demographic characteristics of the
consumer
Well structured
Orderly sequenced based on set of defined rules
Procedure followed are methodologically sound
Well documented
It Should be logical
There should be Logical reasoning in research.
Logical process used could be induction or deduction
Induction process of reasoning from the part to the whole
e.g. pricing, new product development,
Deduction - is a process of reasoning some premise and
then reaching the conclusion which follows from that
premise.
E.g. All products manufactured by Reebok are good. this
leather wallet is a product of Reebok, so it must be good.
It Should be empirical
Factual investigation is possible
Should provide basis for validity
i.e. possible to describe, interpret and explain the
phenomenon
It Should be replicable.
Results can be verified, by conducting research any no of
times & by diff researcher.
Problem Definition
Defining the Marketing Research
Problem and Developing an
Approach
Problem Definition
Understand the purpose of the study
Collect relevant back ground information
Discussion with decision makers, interviews
with industry experts, secondary data
analysis, qualitative study
Once problem is defined precisely, research
can be designed and conducted properly.
Problem definition
Truly serious mistakes are made not as a result
of wrong answers but because of asking the
wrong question by Peter Drucker
Problem identification is more vital for the
fulfillment of clients needs
This point is critical and inadequate problem
identification leads to failure of marketing
research projects.
It involves stating the general marketing
research problem and identify its specific
components
Development of an approach to
the problem
Formulating an Objective / Theoretical
framework
Analytical Model
Research Questions
Hypothesis
Specification of Information Needed
This process guided by discussions with
management & industry experts.
Research process
Problem formulation
EXPLORATORY
RESEARCH
Research design
Design of data collection methods and forms
Sample design and data collection
Analysis and interpretation of data
Research report
Research Design
The research design adopted specified. Information on 1) kind
of information to be obtained, 2) method of administering the
questionnaire, 3) scaling technique 4) nature of questionnaire,
5) sampling size & sample are provided.
Fieldwork/Data Collection
Discuss how & who collect the data. if subcontracted to whom
it is & measure taken to ensure the quality are described.
Data Analysis
Simple cross tabulation, univariate or multivariate analysis &
how the results will be interpreted
Reporting
Whether intermediate reports will be presented & at stages,
what will be form of final report, whether formal presentation
Cost and Time
Cost & time schedule, broken down by phases, payment terms
Appendices
Any statistical or other information that is of interest to only a
few people should be contained in appendices.