BRM: Revisiting the core

concepts
• Applied & Basic Business Research
• Research biases:
Cultural bias
Non response bias
• Research traps:
Anchoring trap
Status Quo trap
Confirming evidence trap
Framing trap
Estimation trap
• Types of research designs:
Exploratory
Descriptive
Causal
• Empirical (data driven research)
Sources: Primary data, Secondary data
Execution: Qualitative, Quantitative, mixed method
Steps in conducting research
• Define the research problem
• Set the research objectives
• Identify the target population
• Review all existing information about the target population
• Set research hypotheses
• Identify the sample and sampling procedure
• Collect data phase wise
• Analyze the data
• Prepare a report and provide managerial recommendations
Sampling
• Probability based
Simple random
Stratified
Cluster
Systematic
• Non probability based
Quota
Convenience
Snowball
Purposive
• Data collection
Qualitative: Secondary sources, Primary - Depth interviews, FGDs,
observational data through ethnography, netnography, mystery shopping
Quantitative: Secondary sources, Primary – surveys with closed ended
questions, big data
• Measures
Nominal
Ordinal
Interval
Ratio
Data Analysis
• Qualitative: Content analysis, thematic analysis, grounded theory,
• Quantitative:
• Data classification/reduction: Factor analysis
• Mean comparison: z test, t test, F test
• Frequency comparison: Chi Square test
• Prediction:
• Regression (one dependent variable which is measured on scale; one or more
independent variables measured on scale or may be nominal).
• ANOVA, MANOVA (multiple dependent variables), ANCOVA, MANCOVA
• In ANOVA group of tests, independent variable is categorical (nominal) while
dependent variable is measured on scale.
• Discriminant analysis: Dependent variable is categorical, while independent
variables may be on scale or may be categorical.
• Segmentation : clustering
• Perceptual maps: multidimensional scaling (data: difference matrix)
Report writing
• Managerial recommendations must come from data analysis and not
your own understanding.