Project Planning &

Implementation

Research ?????????????????
It is the systematic & objective
identification, collection, analysis,
dissemination and use of information
for the purpose of improving decision
making related to the identification
and solution of problems and
opportunities at the market place.

 Research is conducted for two reasons:

1) To identify problem
e.g. Market potential problem
Market share problem
Image research
Sales analysis research
Business trends research
2) To solve problem
e.g. Package tests
Product tests
Pricing policies
Response to price changes

Marketing Research Process

Includes six stages:
1)Problem definition
2)Development of an approach to the
problem
3)Research design formulation
4)Fieldwork or data collection
5)Data preparation and Analysis
6)Report preparation and Presentation

RESEARCH PROCESS
FF

Review the literature

Define
Research
Problem

Review
Concepts
And
theories

FF

Formulate
hypothesis

Review
Previous
Research
findings

Design
Research
(Including
Sample
Design)

Collect
Data
(Execution)

IV

III

II

Analyse
Data
(Test
Hypothesis
if any)

Interpret
and
report

VI

F
F
FF

Feed Back
Feed Forward

VII

1) Problem definition
A problem is a broad statement of the
general problem and identification of
the specific component of the
research.
It involves:
- Discussion with the decision maker
- Interview with industry experts
- Analysis of secondary data
- Qualitative research

2) Development of an
approach to the problem

Objective/ Theoritical
framework

Analytical Model

HYPOTHESIS

A hypothesis is an assumption about

relations between variables.

Hypothesis can be defined as a logically

conjectured relationship between two or
more variables expressed in the form of a
testable statement.

Relationships are conjectured on the basis

of the network of associations established
in the theoretical framework formulated for
the research study.

VARIABLES
Anything that can vary can be considered as a
variable.
A variable is anything that can take on differing
or varying values.
For example; Age, Production units,
Absenteeism, Sex, Motivation, Income,
Height, Weight etc.
Note: The values can differ at various times
for the same object or person (or) at the

Variable / Attribute
A variable is a characteristic that takes on two
or more values whereas, an attribute is a
specific value on a variable (qualitative).
For example;
The variable SEX/GENDER has 2 attributes Male and Female.
The variable AGREEMENT has 5 attributes
Strongly Agree, Agree, Neutral, Disagree,
Strongly Disagree.

Types of Variables
Explanatory

vs Extraneous Variable
The variables selected for analysis are called
explanatory variables and all other variables that are
not related to the purpose of the study but may affect
the dependant variable are extraneous.

Dependant

vs Independent Variable
The variable that changes in relationship to
changes in another variable(s) is called dependant
variable.
The variable whose change results in the change
in another variable is called an independent variable.
OR
An independent variable is the one that
influences the dependant variable in either a positive

HYPOTHESIS

Research Hypothesis is a predictive

statement that relates an independent
variable to a dependant variable.
Hypothesis must contain atleast one
independent variable and one dependant
variable.

HYPOTHESIS
Hypothesis are tentative, intelligent
guesses as to the solution of the problem.
Hypothesis is a specific statement of
prediction. It describes in concrete terms
what you expect to happen in the study.
Hypothesis is an assumption about the
population of the study.
It delimits the area of research and keeps
the researcher on the right track.

PROBLEM (VS) HYPOTHESIS

Hypothesis is an assumption, that can be

tested and can be proved to be right or
wrong.

A problem is a broad question which

cannot be directly tested. A problem can
be scientifically investigated after
converting it into a form of hypothesis.

CHARACTERISTICS OF HYPOTHESIS
Conceptual

Clarity - It should be clear and

precise.
Specificity

- It should be specific and

limited in scope.

Consistency

- It should be consistent with

the objectives of research.

Testability

- It should be capable of being

tested.
Expectancy

- It should state the expected

CHARACTERISTICS OF HYPOTHESIS
Simplicity

- It should be stated as far as

possible in simple terms.

Objectivity

- It should not include value

judgments, relative terms or any moral
preaching.

Theoretical

Relevance - It should be
consistent with a substantial body of
established or known facts or existing theory.

Availability

of Techniques Statistical
methods should be available for testing the

SOURCES OF HYPOTHESIS
Discussions with colleagues and experts

about the problem, its origin and objectives

in seeking a solution.
Examination of data and records for possible

trends, peculiarities.
Review of similar studies.
Exploratory personal investigation /

Observation.
Logical deduction from the existing theory.
Continuity of research.
Intuition and personal experience.

TYPES OF HYPOTHESIS
Descriptive Hypothesis
These are assumptions that describe the
characteristics (such as size, form or distribution)
of a variable. The variable may be an object,
person, organisation, situation or event.
Examples:
Public enterprises are more amenable for
centralized planning.

 Relational Hypothesis [Explanatory

Hypothesis]
These are assumptions that describe the
relationship between two variables. The
relationship suggested may be positive, negative
or causal relationship.
Examples:
Families with higher incomes spend more for
recreation.
Causal Hypothesis state that the existence of
or change in one variable causes or leads to an
effect on another variable. The first variable is
called the independent variable and the latter is
the dependant variable.

 Null Hypothesis
When a hypothesis is stated negatively, it is
called null hypothesis. It is a no difference, no
relationship hypothesis. ie., It states that, no
difference exists between the parameter and
statistic being compared to or no relationship
exists between the variables being compared.
It is usually represented as HO or H0 .
Example:
H0: There is no relationship between a familys
income and expenditure on recreation.

 Alternate Hypothesis
It is the hypothesis that describes the
researchers prediction that, there exist a
relationship between two variables or it is the
opposite of null hypothesis. It is represented as HA
or H1.

Example:

HA: There is a definite relationship between

familys income and expenditure on recreation.

FUNCTIONS OR ROLE OF HYPOTHESIS

It gives a definite point to the investigation
and provides direction to the study.
It determines the data needs.
It specifies the sources of data.
It suggests which type of research is likely
to be more appropriate.
It determines the most appropriate
technique of analysis.
It contributes to the development of theory.

3) Research Design

Types of data
1) Primary Data
Data organized by the researcher for
the specific purpose of addressing
the research problem.
2) Secondary Data
Data collected for the purpose other
than the project on hand.

Types of Research
Exploratory Research:
undertaken with the aim of clarifying ambiguous
problems
general problems usually known but not sufficiently
understood
the purpose is to get more information, not to uncover
specific courses of action (subsequent research)
Determining a specific course of action to follow is not a
purpose of exploratory research!
Example: Child-Care support programme for employees

Conclusive research
Research design to assist the decision
maker in determining, evaluating and
selecting best course of action in a given
situation.
Objective of conclusive research is to
test the hypothesis and examine the
specific relationship.
Further divided into two types:
1) Descriptive research
2) Causal research

Descriptive Research:
undertaken with the aim of determining the
characteristics of a population or phenomenon
Previous knowledge of problem exists
High degree of precision or accuracy required

Examples:
Who are the main consumers of organic foods?
How many students read the prescribed course literature?
Where do most holiday-makers travelling overseas go?
When do petrol stations tend to raise their prices?

Causal Research:
undertaken with the aim of identifying cause and
effect relationships amongst variables
are normally preceeded by exploratory and
descriptive research studies
Often difficult to determine because of the
influence of other variables (concommitant
Variation and the presence of other hidden
variables)
Example: Higher ice-cream consumption causes more
people to drown (indicative of a causal relationship
(?))

Definition of Projective
Techniques
An unstructured, indirect form of questioning
that encourages respondents to project their
underlying motivations, beliefs, attitudes or
feelings regarding the issues of concern.
In projective techniques, respondents are
asked to interpret the behavior of others.
In interpreting the behavior of others,
respondents indirectly project their own
motivations, beliefs, attitudes, or feelings
into the situation.

Word Association
In word association, respondents are presented with a
list of words, one at a time and asked to respond to each
with the first word that comes to mind. The words of
interest, called test words, are interspersed throughout
the list which also contains some neutral, or filler words
to disguise the purpose of the study. Responses are
analyzed by calculating:
(1) the frequency with which any word is given as a
response;
(2) the amount of time that elapses before a response is
given; and
(3) the number of respondents who do not respond at all
to a test word within a reasonable period of time.

Completion Techniques
In Sentence completion, respondents are given
incomplete sentences and asked to complete them.
Generally, they are asked to use the first word or phrase
that comes to mind.
A person who shops at Sears is ______________________

A person who receives a gift certificate good for Sak's

Fifth Avenue would be __________________________________

J. C. Penney is most liked by _________________________

When I think of shopping in a department store, I ________

A variation of sentence completion is paragraph
completion, in which the respondent completes a
paragraph beginning with the stimulus phrase.

In story completion, respondents are given part

of a story enough to direct attention to a
particular topic but not to hint at the ending.
They are required to give the conclusion in their
own words.

Construction Techniques
With a picture response, the respondents are asked
to describe a series of pictures of ordinary as well as
unusual events. The respondent's interpretation of the
pictures gives indications of that individual's
personality.

In cartoon tests, cartoon characters are shown in a

specific situation related to the problem. The
respondents are asked to indicate what one cartoon
character might say in response to the comments of
another character. Cartoon tests are simpler to
administer and analyze than picture response
techniques.

Picture response:

A Cartoon Test
Sears

Lets see if we
can pick up
some house
wares at Sears

Expressive Techniques
In expressive techniques, respondents are
presented with a verbal or visual situation and asked
to relate the feelings and attitudes of other people to
the situation.
Role playing Respondents are asked to play the
role or assume the behavior of someone else.
Third-person technique The respondent is
presented with a verbal or visual situation and the
respondent is asked to relate the beliefs and attitudes
of a third person rather than directly expressing
personal beliefs and attitudes. This third person may
be a friend, neighbor, colleague, or a typical person.

Descriptive Research Design

A Classification of Survey Methods

Survey
Methods

Telephone

In-Home

Traditional
Telephone

Personal

Mall
Intercept

ComputerAssisted
Telephone
Interviewing

Mail

ComputerAssisted Personal
Interviewing
Mail
Interview

Electronic

E-mail

Mail
Panel

Internet

Observation Methods
i.

Structured vs. Unstructured Observation

ii.

Disguised vs. Undisguised Observation

iii. Natural vs. Contrived Observation

Observational Methods Classified by Mode of
Administration
i.

Personal Observation

ii.

Mechanical Observation

iii. Audit
iv. Content Analysis
v.

Trace Analysis

Measurement and Scaling

Measurement means assigning numbers or
other symbols to characteristics of objects
according to certain prespecified rules.
One-to-one correspondence between the
numbers and the characteristics being
measured.
The rules for assigning numbers should be
standardized and applied uniformly.
Rules must not change over objects or time.

Measurement and Scaling

Scaling involves creating a continuum upon
which measured objects are located.
Consider an attitude scale from 1 to 100. Each
respondent is assigned a number from 1 to 100,
with 1 = Extremely Unfavorable, and 100 =
Extremely Favorable. Measurement is the actual
assignment of a number from 1 to 100 to each
respondent. Scaling is the process of placing the
respondents on a continuum with respect to their
attitude toward department stores.

Primary Scales of
Scale Figure 8.1 Measurement
Nominal

Ordinal

Interval

Numbers
Assigned
to Runners

Finish
7

Finish

Rank Order
of Winners

Performance
Rating on a

Third
place

Second
place

First
place

8.2

9.1

9.6

15.2

14.1

13.4

0 to 10 Scale

Ratio

Time to
Finish, in

Primary Scales of Measurement

Nominal Scale
The numbers serve only as labels or tags for
identifying and classifying objects.
When used for identification, there is a strict one-toone correspondence between the numbers and the
objects.
The numbers do not reflect the amount of the
characteristic possessed by the objects.
The only permissible operation on the numbers in a
nominal scale is counting.
Only a limited number of statistics, all of which are
based on frequency counts, are permissible, e.g.,
percentages, and mode.

Primary Scales of Measurement

Ordinal Scale
A ranking scale in which numbers are assigned to
objects to indicate the relative extent to which
the objects possess some characteristic.
Can determine whether an object has more or
less of a characteristic than some other object,
but not how much more or less.
Any series of numbers can be assigned that
preserves the ordered relationships between the
objects.

Primary Scales of Measurement

Interval Scale
Numerically equal distances on the scale represent equal
values in the characteristic being measured.
It permits comparison of the differences between
objects.
The location of the zero point is not fixed. Both the zero
point and the units of measurement are arbitrary.
Any positive linear transformation of the form y = a + bx
will preserve the properties of the scale.
It is meaningful to take ratios of scale values.
Statistical techniques that may be used include all of
those that can be applied to nominal and ordinal data,
and in addition the arithmetic mean, standard deviation,
and other statistics commonly used in marketing
research.

Primary Scales of Measurement

Ratio Scale
Possesses all the properties of the nominal,
ordinal, and interval scales.
It has an absolute zero point.
It is meaningful to compute ratios of scale values.
Only proportionate transformations of the form y
= bx, where b is a positive constant, are allowed.
All statistical techniques can be applied to ratio
data.

Primary Scales of
Measurement

A Classification of Scaling
Figure 8.2
Techniques
Scaling Techniques

Noncomparative
Scales

Comparative
Scales

Paired
Rank
Comparison Order

Constant Q-Sort and

Sum
Other
Procedure
s
Likert

Continuous Itemized
Rating ScalesRating
Scales

Semantic
Differential

Stapel

Form
Brand

Rank Order

1. Crest

_________

2. Colgate

_________

3. Aim

_________

4. Gleem

_________

5. Macleans

_________

6. Ultra Brite

_________

7. Close Up

_________

8. Pepsodent

_________

9. Plus White

_________

10. Stripe

_________

Importance of Bathing Soap Attributes

Using a Constant Sum Scale
Instructions
On the next slide, there are eight attributes
of bathing soaps. Please allocate 100 points
among the attributes so that your allocation
reflects the relative importance you attach to
each attribute. The more points an attribute
receives, the more important the attribute is.
If an attribute is not at all important, assign it
zero points. If an attribute is twice as
important as some other attribute, it should
receive twice as many points.

Importance of Bathing Soap Attributes

Using
Figure 8.5
cont. a Constant Sum Scale
Form
Average Responses of Three
Segments
8
Attribute
2
Segment III
3
1. Mildness
53
2. Lather
9
3. Shrinkage
7
4. Price
5
5. Fragrance
13
6. Packaging
100
Sum
7. Moisturizing
8. Cleaning Power

Segment2I
4
9
17
0
5
3
60
100

4 II
Segment
17
7
9
19
9
20
15
100

Noncomparative Scaling
Techniques
Respondents evaluate only one object at a time,
and for this reason noncomparative scales are
often referred to as monadic scales.
Noncomparative techniques consist of continuous
and itemized rating scales.

Continuous Rating Scale

Respondents rate the objects by placing a mark at the appropriate
position
on a line that runs from one extreme of the criterion variable to the
other.
The form of the continuous scale may vary considerably.

How would you rate Sears as a department store?

Version 1
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -
Version 2
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - - 0 10
20
30
40
50
60

Version 3
Very bad
Neither good
Very good
nor bad
Probably the worst - - - - - - -I - - - - - - - - - - - - - - - - - - - - - -0 10
20
30
40
50
60

- - - - - - - - - - - - - - - Probably the best

- - - - - - - - - - - - -- - Probably the best

70
80
90
100

- - - - - - - - - - - - - - - -Probably the best

70
80
90
100

Itemized Rating Scales

The respondents are provided with a scale that
has a number or brief description associated with
each category.
The categories are ordered in terms of scale
position, and the respondents are required to
select the specified category that best describes
the object being rated.
The commonly used itemized rating scales are
the Likert, semantic differential, and Stapel
scales.

Likert Scale
The Likert scale requires the respondents to indicate a degree of
agreement or
disagreement with each of a series of statements about the stimulus objects.

Strongly
disagree
disagree

Disagree Neither
agree nor

Agree
agree

1. Sears sells high quality merchandise.

2. Sears has poor in-store service.

3. I like to shop at Sears.

1
2

Strongly

2X

2X

3X

The analysis can be conducted on an item-by-item basis (profile analysis),

or a total (summated) score can be calculated.

When arriving at a total score, the categories assigned to the negative

statements by the respondents should be scored by reversing the scale.

Semantic Differential Scale

The semantic differential is a seven-point rating scale with end
points associated with bipolar labels that have semantic meaning.

SEARS IS:
Powerful --:--:--:--:-X-:--:--: Weak
Unreliable
--:--:--:--:--:-X-:--: Reliable
Modern
--:--:--:--:--:--:-X-: Old-fashioned
The negative adjective or phrase sometimes appears at the left
side of the scale and sometimes at the right.
This controls the tendency of some respondents, particularly
those with very positive or very negative attitudes, to mark the
right- or left-hand sides without reading the labels.
Individual items on a semantic differential scale may be scored
on either a -3 to +3 or a 1 to 7 scale.

Stapel Scale
The Stapel scale is a unipolar rating scale with ten categories
numbered from -5 to +5, without a neutral point (zero). This
scale
is usually presented vertically.

SEARS

+5
+5
+4
+4
+3
+3
+2
+2X
+1
+1
HIGH QUALITY
-1
-1
-2
-2
-3
-3
-4X
-4
-5
-5

POOR SERVICE

The data obtained by using a Stapel scale can be analyzed in

the
same way as semantic differential data.

Basic Noncomparative Scales

Table 9.1
Scale

Basic
Characteristics

Examples

Advantages

Disadvantages

Continuous
Rating
Scale

Place a mark on a
continuous line

Reaction to
TV
commercials

Easy to construct

Scoring can be
cumbersome
unless
computerized

Likert Scale

Degrees of
agreement on a 1
(strongly disagree)
to 5 (strongly agree)
scale

Measurement
of attitudes

Easy to construct,
administer, and
understand

More
time - consuming

Semantic
Differential

Seven - point scale

with bipolar labels

Brand,
product, and
company
images

Versatile

Controversy as
to whether the
data are interval

Stapel
Scale

Unipolar ten - point

scale, - 5 to +5,
witho ut a neutral
point (zero)

Measurement
of attitudes
and images

Easy to construct,
administer over
telephone

Confusing and
difficult to apply

Itemized Rating
Scales

Choosing Question Structure

Unstructured questions are open ended
questions that respondents answers in their own
way.
Structured questions specify the set of
response alternatives and the response format. A
structured question may be multiple-choice,
dichotomous, or a scale.

Choosing Question Structure

Multiple-Choice Questions
In multiple-choice questions, the researcher provides
a choice of answers and respondents are asked to
select one or more of the alternatives given.
Do you intend to buy a new car within the next six
months?
____
Definitely will not buy
____
Probably will not buy
____
Undecided
____
Probably will buy
____
Definitely will buy
____
Other (please specify)

Choosing Question Structure

Dichotomous Questions
A dichotomous question has only two response
alternatives: yes or no, agree or disagree, and so on.
Often, the two alternatives of interest are
supplemented by a neutral alternative, such as no
opinion, don't know, both, or none.
Do you intend to buy a new car within the next six
months?
_____ Yes
_____ No
_____ Don't know

Choosing Question Structure

Scales

Do you intend to buy a new car within the next six

months?
Definitely
Definitely
will not buy
will buy
1

Probably

Undecided

will not buy

2

Probably
will buy

Classification of Sampling
Techniques
Sampling
Techniques
Probability
Sampling
Techniques

Nonprobability
Sampling
Techniques
Convenience Judgmental
Sampling
Sampling

Simple
Random
Sampling

Systematic
Sampling

Quota
Sampling

Stratified
Sampling

Snowball
Sampling

Cluster Other Sampling

Techniques
Sampling

Convenience Sampling
Convenience sampling attempts to obtain a
sample of convenient elements. Often,
respondents are selected because they happen to
be in the right place at the right time.
use of students, and members of social
organizations
mall intercept interviews without qualifying the
respondents
department stores using charge account lists
people on the street interviews

Judgmental Sampling
Judgmental sampling is a form of convenience
sampling in which the population elements are
selected based on the judgment of the
researcher.
test markets
purchase engineers selected in industrial
marketing research
bellwether precincts selected in voting
behavior research
expert witnesses used in court

Quota Sampling
Quota sampling may be viewed as two-stage restricted
judgmental sampling.
The first stage consists of developing control categories, or
quotas, of population elements.
In the second stage, sample elements are selected based on
convenience or judgment.
Population
composition

Control
Characteristic Percentage
Sex
Male
48
Female
52
____
100

Sample
composition
Percentage

Number

48
52
____
100

480
520
____
1000

Snowball Sampling
In snowball sampling, an initial group of
respondents is selected, usually at random.
After being interviewed, these respondents are
asked to identify others who belong to the
target population of interest.
Subsequent respondents are selected based on
the referrals.

Simple Random Sampling

Each element in the population has a known and
equal probability of selection.
Each possible sample of a given size (n) has a
known and equal probability of being the sample
actually selected.
This implies that every element is selected
independently of every other element.

Systematic Sampling
The sample is chosen by selecting a random starting point and
then picking every ith element in succession from the sampling
frame.
The sampling interval, i, is determined by dividing the population
size N by the sample size n and rounding to the nearest integer.
When the ordering of the elements is related to the
characteristic of interest, systematic sampling increases the
representativeness of the sample.
If the ordering of the elements produces a cyclical pattern,
systematic sampling may decrease the representativeness of the
sample.
For example, there are 100,000 elements in the population and a
sample of 1,000 is desired. In this case the sampling interval, i,
is 100. A random number between 1 and 100 is selected. If, for
example, this number is 23, the sample consists of elements 23,
123, 223, 323, 423, 523, and so on.

Stratified Sampling
A two-step process in which the population is
partitioned into subpopulations, or strata.
The strata should be mutually exclusive and
collectively exhaustive in that every population
element should be assigned to one and only one
stratum and no population elements should be
omitted.
Next, elements are selected from each stratum by
a random procedure, usually SRS.
A major objective of stratified sampling is to
increase precision without increasing cost.

Stratified Sampling

The elements within a stratum should be as homogeneous

as possible, but the elements in different strata should be
as heterogeneous as possible.
The stratification variables should also be closely related to
the characteristic of interest.
Finally, the variables should decrease the cost of the
stratification process by being easy to measure and apply.
In proportionate stratified sampling, the size of the sample
drawn from each stratum is proportionate to the relative
size of that stratum in the total population.
In disproportionate stratified sampling, the size of the
sample from each stratum is proportionate to the relative
size of that stratum and to the standard deviation of the
distribution of the characteristic of interest among all the
elements in that stratum.

Cluster Sampling
The target population is first divided into mutually exclusive
and collectively exhaustive subpopulations, or clusters.
Then a random sample of clusters is selected, based on a
probability sampling technique such as SRS.
For each selected cluster, either all the elements are included
in the sample (one-stage) or a sample of elements is drawn
probabilistically (two-stage).
Elements within a cluster should be as heterogeneous as
possible, but clusters themselves should be as homogeneous
as possible. Ideally, each cluster should be a small-scale
representation of the population.
In probability proportionate to size sampling, the clusters
are sampled with probability proportional to size. In the
second stage, the probability of selecting a sampling unit in a
selected cluster varies inversely with the size of the cluster.