As per PTU's MBA Syllabus, Unit No. 1: An Introduction To Research: Meaning, Definition, Objectives, And Process; Research Problem: Selection Of Problem, Understanding Problem, Necessity Of Defined Problem; Review Of Literature In Research. Research Design: Meaning, Types – Descriptive, Diagnostic, Exploratory, And Experimental.
2. 1. Instructor: Amit Sethi
2. Go through Syllabus and Course
Plan
3. Invest in Text Book
Business Research Methods: Naval
Bajpai
Marketing Research: Naresh Malhotra
Marketing Research: Rajan
Nargundkar
Marketing Research: David Cooper
2
14. Guess the Industry
• The industry is expected to grow from $2 billion in 2013 to $29 billion in
2020, representing a growth of 60 per Cent CAGR as per CLSA report
• It is about 10% of the country’s organized retail market
19. HUL Response
• “The pictures you posted online show that our brand was used in this incident. Vim
is one of our iconic brands with some great consumer franchise. We felt bad about
it, not to mention what you went through. Here is a small gesture from our side to
cheer you up.”
19
26. Introduction
Business researchers systematically collect, compile, analyze, and
interpret data to provide quality information based on which a decision
maker will be able to take a decision in an optimum manner.
Conducting research to deal with any problem is a scientific, systematic,
and interlinked exercise, which requires sound experience and
knowledge.
27. Defining Business Research
Business research method is a systematic and scientific procedure of data
collection, compilation, analysis, interpretation, and implication pertaining to any
business problem.
Business research is defined as the systematic and objective process of gathering,
recording, and analyzing data for aid in making business decisions (Zikmund, 2007).
Cooper and Schindler (2009) define business research as a systematic enquiry that
provides information to guide managerial decisions.
28. Objectives of Research
• To gain familiarity with phenomenon or to achieve new insights into it.
• To portray accurately the characteristics of a particular individual, situation
or a group.
• To determine the frequency with which something occurs or with which it is
associated with something else.
• To test a hypothesis of a causal relationship between variables.
29. What image do you have in your mind
when thinking about intelligence?
• Research Reveals Intelligent People Stay up Later, Do More Drugs
• A study published in the journal Personality and Individual Differences analyzed
over 20,000 people and concluded that individuals with higher IQ levels have
different sleep cycles, compared to people with an average intelligence
• According to a study conducted by the National Child Development, children
with high IQs in the United Kingdom are more likely to consume
psychoactive drugs in their adult years than those with lower IQs.
30. • A study published in the Journal of Epidemiology and Community Health
revealed that people who achieved high scores in IQ tests as children were
more likely to experiment with illegal substances as grown-ups.
31. Course Objectives:
• Ability to use critical thinking and scientific approach to formulate different
research problems
• Ability to understand competing approaches in research design, methods,
their conceptual differences and apply them in different research contexts.
• Ability to use statistical software for data analysis and interpretation to find
solutions for different research problems and report the findings thereof.
32. Business Research Quotes
•Business research can give you new up to date powerful information
that could help you break into a market or take a market to a higher
level.
•Business Research is creating new knowledge. Business Research’s
Goal is to inspire senior management to move to the front end of the
curve.
33. • Top FMCG companies like Dabur, Marico, Bisleri and ITC, which have already
started pushing products through the online route, are gearing up to launch e-
commerce portals
• Coca-Cola’s Coke2Home initiative
33
34. Why Research in Business?????
• Because Big Firms….like….
• Nokia
• Infosys
• Walmart
• …………come across failures!!!!!
34
35. Why Research is Important???
• Walmart……World leader in Retail
• Could not maintain its leadership in Japan & Korea.
• Infosys has leadership crisis as many senior management people has left
• Once , Nokia was No. 1 brand in Mobile handset ….Now is at no. _____.
35
36. Why??????
• Because probably their knowledge about market…
competition…..probably………… CONSUMERS……..was not
CORRECT!!!
• How to acquire correct Knowledge????
36
39. What Research Is Not
• Research isn’t information gathering.
• Research isn’t the transportation of facts.
• While both of these are tools used during research, they are not
sufficient for research.
42. Basic research is generally not related to a specific problem and its
findings cannot be immediately applied.
Applied research directly addresses the problem at hand. Applied
research is launched by the firm, agency, or individual facing a specific
problem.
43.
44. Situation
• A group of person have decided to start the business, what they need to do?
45. Situation
• They have decided to go for mobile manufacturing and they want to enter in
any other country?
• What company needs to do?
47. Situation
• For Expansion of its operations in new country, What does company needs?
• Finance
• For Selecting the Finance, What company needs to do?
48. Situation
• As they are entering new country, to make a decision whether employees will
be chosen from host country or home country, What company needs to do?
49. Situation
• Suppose company has decided to enter India now company is confused
whether to go for traditional medium or Digital Medium to promote its
products and achieve good sales volume.
• What company needs to do?
55. • Smartphone users interact with their phones 150 times per day - every six
minutes.
• Seventy-nine per cent of 18-44 year olds have their smartphones with them
22 hours per day, with the vast majority checking their phone within 15
minutes of waking up
56. • Smartphone users are checking in to Facebook 14 times per day.
• They are engaging with brands through traditional channels, but now, the
majority of people are also multi-screening: 60 per cent of smartphone
owners report they are likely to be using another device when watching TV
(and even more for tablet owners).
57. • This change in behaviour challenges brands and marketers to rebuild how
and where their brands engage consumers.
58.
59.
60. Research Thinking
• Why?
What are you searching/ wish to find out?
• What?
Subject/Domain---Context
• Problem Statement---Key Research questions: refined statements of the specific
components of the problem. ???
Introspect, Introspect, Introspect.
61.
62. Home Task
• Read the Case: Surf Superconcentrate faces a super washout in Japan
• https://books.google.co.in/books?id=-
_qgAowhVZgC&pg=PA56&lpg=PA56&dq=Surf+Superconcentrate+faces
+a+super+washout+in+Japan&source=bl&ots=X1CQnPqsjI&sig=74kZ8B
IDdejMCu4vdK-
TlFK3uqM&hl=en&sa=X&ved=0ahUKEwjjl8vJn6bKAhVCto4KHYtIB1o
Q6AEIGzAA#v=onepage&q=Surf%20Superconcentrate%20faces%20a
%20super%20washout%20in%20Japan&f=false or See Whatsapp of your
group
63. Discussion Questions
• According to you:
• What is most important factor while hiring?
• During an interview, HR managers mostly focus upon?
• Some of factors which comes In play when HR conducts the interview?
66. Surf Superconcentrate Case
• Launching of Surf Superconcentrate into Japanse Market
• Achieved share of 14.5% initially during test marketing, which feel to 2.8%
when product was introduced nationally
67. Surf Superconcentrate Case
• Where did they go wrong?
• Product
Packaging:- Convenience was major attribute.
Function of Product:- Did not dissolve in water because of weather condition
and using of low agitation washing machine
Product was not designed to work in new machine
68. Surf Superconcentrate Case
• Positioning Issue: Positioned as Fresh Small but did not work there
• Unilever failed to identify critical attributes
69. Surf Superconcentrate Case
• Appropriate qualitative research was required to form suitable research
design
• Although Surf continued to perform well in several markets and is third
largest in washing detergent.
70.
71.
72.
73.
74. Learning Objectives
• To be able to develop skill how to make research design for a particular
research
75.
76. Introduction
Research is all about finding something, the absence of which may distort our ability to
take informed decisions (Nwokah et al., 2009).
Systematic Study and from problem identification to presentation of findings steps are
interrelated
77. Business Research Process Design
A research design is the detailed blueprint used to guide a research study towards its
objective.
It details the procedures necessary for obtaining the information needed to structure
or solve research problems.
78.
79. Step 1: Define Research Problem
The process of business research starts with the problem or opportunity identification.
Any delay in problem identification and solution implementation; and the opportunity
identification and encashment may become harmful to the organization.
80.
81. Management which can identify symptoms or the effects of the
problem, but to understand the reasons of the problems, a systematic
research has to be adopted.
Who will conduct the same:-
Business Research firm or business researcher
82. The management problem is concerned with the decision maker and is action
oriented in nature.
For example, the management problem offers a psychological pricing to enhance the
quantum of sales. This management problem focuses on the symptoms.
Research problem is somewhat information oriented and focuses mainly on the
causes and not on the symptoms.
This is to determine the consumer’s opinion on psychological pricing and to estimate their
purchase behaviour for the psychological price being offered.
Management Problem and Subsequently the
Research Problem
83. Management Decision Problem Vs.
Research Problem
Management Decision Problem Research Problem
Should a new product be To determine consumer preferences
introduced? and purchase intentions for the
proposed new product.
Should the advertising To determine the effectiveness
campaign be changed? of the current advertising campaign.
Should the price of the To determine the price elasticity
brand be increased? of demand and the impact on sales
and profits of various levels price changes.
84. • Research questions (RQs) are refined statements of the
specific components of the problem.
85. Step 2: Review of Literature
• As name suggests, it is review of all literature done on your study
• A thoughtful and insightful discussion of related literature builds a logical
framework for the research.
86. The first part is to develop a theoretical model to quantify an attitude.
For example, to estimate the “buying intentions” for a particular
Nutrition product, first, the researcher has to prepare a theoretical model to
measure an attitude like buying intentions.
88. Step 3: Formulating Hypothesis
Hypothesis 1: “Brand image” has a significant liner impact on the buying intention.
Hypothesis 2: “Brand awareness” has a significant liner impact on the buying intention.
Hypothesis 3: “Price” has a significant liner impact on the buying intention.
Hypothesis 4: “Availability” has a significant liner impact on the buying intention.
Hypothesis 5: “After-sales services” has a significant liner impact on the buying intention.
89. The researcher can also test the combined impact of these five variables on the buying
intention. The proposed multiple regression model will be
Hypothesis 6: All the five factors in combination have a
significant linear impact on the buying intention.
90. Step 5: Design Research
The research approach is formulated is the next step.
In the light of the “type of data,” questions are framed and scientifically placed in the
questionnaire.
91. Types of Research
All researches can be broadly classified into three groups: exploratory research, descriptive
research, and causal research.
These three methods differ in terms of different aspects of conducting the research.
92. Step 6: Collect Data
• The researcher has to also decide whether he or she has to go for a survey or
has to adopt the observation methods and decide whether the research will
be based on the field data collection or it will be a laboratory experiment.
93. Step 7: Analyze Data
• After feeding the data in the spreadsheet, data analysis is launched..
94. Step 8: Interpret and Report
It has been already discussed that after applying data analysis techniques, a
statistical result is obtained.
There is need to interpret the result and present the non-statistical
findings derived from the statistical result. A meaningful interpretation of
the result is a skilful activity and is an important aspect of research.
The researcher has to determine whether the result of the study is in line
with the existing literature.
95.
96.
97. Why literature review?
• It helps the researcher to understand:
- What is already known?
- What is needed to be known?
• Provides a solid theoretical foundation for the Proposed Study
• Helps to frame valid research
- Methodologies
- Approaches
- Goals
- Research Question of Proposed study
98. Function of Review of literature
• Shows how your study fills the GAP
• The necessity of your study
• Sets Boundaries
99.
100.
101. Review of Literature Must Include
• A summary of existing Knowledge
• Critical Evaluation
102. Must Contain Questions
• What has been done before?
• What have other said?
• What is the relevance?
• What is the difference?
• Agreement/disagreement
• Are there flaws?
103. Steps in a Literature Review
1. Establish research focus
2. Identify where to search
3. Select appropriate search terms
4. Organize research history and Determine relevant
literature
5. Analyze, Synthesize and Summarize evidence into a
report
104. Establishing Research Focus
• It is important to define the problem or area which you wish to address.
• Having a purpose for your literature review will narrow the scope of what
you need to look out for when you read.
107. Some
• books (monographs, text books, reference books);
• articles from journals, whether print or electronic (but make sure electronic journals have been
subject to the peer review process);
• newspaper articles;
• historical records;
• commercial reports and statistical information;
• government reports and statistical information;
• theses and dissertations;
• other types of information which may be relevant to your particular discipline.
108. Step 3: Select Appropriate Search
Terms
A search term is a term used to find information on your topic
Search terms can include:
• Key words
Example: For a literature review on
“ Effect of Service Quality on Customer satisfaction”
possible key words may include: Service Quality,
Customer Satisfaction, SERVQUAL, Service Quality &
Customer Satisfaction.
• Author
• Title
• Journal or publication
• Other descriptors
109. Step 4: Organizing Your Research
Determine Relevant Literature
Document your search process by keeping all the records. Do photocopy or save
the same in computer
To determine what is relevant literature:
• Check article abstracts for summaries of research design and findings instead of reading entire article
• Consider type of measurement and analysis
• Consider contribution of the article/research to the field
• Does it help you know what to do or what not to do in your study?
• Organize information using a “Review Matrix”
Review Matrix.xls
110.
111.
112.
113. Step 6: Analyze, Synthesize & Summarize Evidence in a Report
Briefly summarize findings
Synthesize literature by identifying common themes
Differentiate b/w what is “known” and “not known”
Identify topics of debate
Evaluate and analyze findings
Identify relevance of data to your research project
Remember:
Reference all citations & create a bibliography
114.
115. What is a Good Literature Review?
A good literature review:
Includes a clear research question or purpose
Makes an argument for the necessity of your research and/or service,
program, etc.
Explains methods and theories if review is to be used for a larger study or
program
Is well-organized, clear and concise
Is written in chorological manner
120. Exploratory Research
As the name indicates, exploratory research is mainly used to explore the insight of the
general research problem.
This is used for the following purposes:
A.Obtaining Background Information
B. Research Problem Formulation or Defining it More Precisely
C.Identifying and Defining the Key Research Variables
D.Developing Hypotheses
121.
122. The refined theoretical model to measure the buying intentions (obtaining
inputs from exploratory research)
123. Exploratory Research Example
• An interview survey among clerical staff in a particular office to find out what motivates
them to increase their productivity (that is, to see if a research problem can be
formulated).
125. Projective Techniques
Projective technique is achieved by presenting the respondents with ambiguous verbal or
visual stimulus materials, which they need to make sense of by drawing from their own
experiences, thoughts, feelings, and imagination before they can offer a response.
In the field of business research, the projective techniques are broadly classified as word
association, completion task, construction task, and expressive task.
126.
127.
128. • Completion Task: (Sentence Completion/ Story Completion) I love my
family and always take care of the same because___________
• Construction Task:- Nutrition product_________
• Expressive Task:- The respondents are asked to role-play, act, or paint a
specific concept or situation
129.
130.
131. Descriptive Research
As evident from the name, descriptive research is conducted to describe the business or
market characteristics.
The descriptive research mainly answers who, what, when, where, and how kind of
questions.
It attempts to address who should be surveyed, what, at what time (pre- and post-type
of study), from where (household, shopping mall, market, and so on), and how this
information should be obtained (method of data collection).
It can be further classified into cross-sectional study and longitudinal study.
132. Methods of Descriptive Research
• Secondary data analyzed in a quantitative as opposed
to a qualitative manner
• Surveys Panels
• Observational and other data
133. Descriptive Research Example
• A description of how the selected clerical staff are
rewarded and what measures are used to record their
productivity levels.
134. Cross-Sectional Study
Cross sectional research design involves the collection of information from a sample of
a population at only one point of time.
Sample surveys are cross-sectional studies in which the samples happen to be a
representative of the population.
135. Longitudinal Study
Longitudinal study involves survey of the same population over a period of time.
In a longitudinal study, the sample remains the same over a period of time. In a cross-
sectional design, a representative sample taken from the population is studied at only one
point of time.
136. Causal Research
Causal research is conducted to identify the cause-and-effect relationship between two or
more business (or decision) variables. Many business decisions are based on the causal
relationship between the variables of interest.
As discussed, the descriptive research is able to answer who, what, when, where, and how
kind of questions but not the “why” part of the question. The causal research is designed
to address the why part of the question.
137. Uses of Casual Research
To understand which variables are the cause (independent
variables) and which variables are the effect (dependent
variables) of a phenomenon
To determine the nature of the relationship between the
causal variables and the effect to be predicted
METHOD: Experiments
138. A relative comparison of exploratory research, descriptive research, and
conclusive research
139. A Comparison of Basic Research
Designs
Objective:
Characteristics:
Methods:
Discovery of ideas
and insights
Flexible, versatile
Often the front end
of total research
design
Expert surveys
Pilot surveys
Secondary data:
qualitative analysis
Qualitative research
Describe market
characteristics or
functions
Marked by the prior
formulation of specific
hypotheses
Preplanned and
structured design
Secondary data:
quantitative analysis
Surveys
Panels
Observation and other
data
Determine cause
and effect
relationships
Manipulation of
one or more
independent
variables
Control of other
mediating
variables
Experiments
Exploratory Descriptive Causal
140. Home Task
• Citi Bank Group Exploratory, Descriptive and Causal Research,
• You needs to submit report on how Citi Bank has used the approaches of
research.
• Marketing Research by Naresh Malhotra, Pg no. 82
141. Citi Bank
• Leading provider of financial products in 100 countries
• In order to maintain the leadership position, it must continually research
target customers to meet their needs
• Keeps on checking the customer satisfaction, awareness to take better
decisions and use research approaches
142. Citicorp Banks on Exploratory, Descriptive,
and Causal Research
1) A taskforce was created to better define the market
parameters to include all the needs of the many Citicorp
branches. A final decision was made to include Americans
55 years of age or older, retired, and in the upper half of
the financial strata of that market.
143. 2) Exploratory research in the form of secondary data analysis
of the mature or older market was then performed and a study
of competitive products was conducted. Exploratory qualitative
research involving focus groups was also carried out in order
to determine the needs and desires of the market and the level
of satisfaction with the current products.
In the case of senior citizens,
a great deal of diversity was
found in the market. This
was determined to be due to
such factors as affluence,
relative age, and the
absence or presence of a
spouse.
Citicorp Banks on Exploratory, Descriptive,
and Causal Research
144. 3) The next stage of research was brainstorming. This
involved the formation of many different financial packages
aimed at the target market. In this case, a total of 10 ideas
were generated.
Citicorp Banks on Exploratory,
Descriptive, and Causal Research
145. 4) The feasibility of the 10 ideas generated in step 3 was then
tested. The ideas were tested on the basis of whether they
were possible in relation to the business. The following list of
questions was used as a series of hurdles that the ideas had to
pass to continue on to the next step.
• Can the idea be explained in a manner that the target
market will easily understand?
• Does the idea fit into the overall strategy of Citicorp?
Citicorp Banks on Exploratory, Descriptive, and
Causal Research
146. Is there an available description of a specific target market for the
proposed product?
Does the research conducted so far indicate a potential match for
target market needs, and is the idea perceived to have appeal to
this market?
Is there a feasible outline of the tactics and strategies for
implementing the program?
Have the financial impact and cost of the program been thoroughly
evaluated and determined to be in line with company practices?
In this study, only one idea generated from the brainstorming
session made it past all the listed hurdles and on to step 5.
Citicorp Banks on Exploratory, Descriptive, and
Causal Research
147. 5) A creative work-plan was then generated. This plan was to
emphasize the competitive advantage of the proposed product as
well as better delineate the specific features of the product.
6) The previous exploratory research was now followed up with
descriptive research in the form of mall intercept surveys of
people in the target market range. The survey showed that the
list of special features was too long and it was decided to drop the
features more commonly offered by competitors.
Citicorp Banks on Exploratory, Descriptive, and
Causal Research
148. 7) Finally, the product was test marketed in six of
the Citicorp branches within the target market.
Test marketing is a form of causal research.
Given successful test marketing results, the
product is introduced nationally.
Citicorp Banks on Exploratory, Descriptive,
and Causal Research
Notes de l'éditeur
While both of these are tools used during research, they are not sufficient for research.
