3. Research Process

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Prepared by C Y Nimkar - Part 3 1

Research Process


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Planning stage:

1. Understand management problem

2. Do situation analysis

3. Define research problem

4. Define research objectives

5. Check the need for research

6. Select most suitable method (research design) to

conduct research. It should include procedure ofsampling, data collection and data analysis

7. Identify data sources

8. Determine method to collect data

9. Determine sample size, sampling method

10. Prepare Project Proposal and obtain approval

Problem

Identification

Research

Problem

Solving

Research


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Execution stage:

10. Design data collection form

11. Select sample

12. Collect data

13. Analyse and interpret data

14. Submit findings, recommendations


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These steps are inter-related and not

sequential


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Research presupposes:

Problem/difficulty Desire to get solution

Multiple reasons/solutions

Ambiguity about most appropriate solution


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1. Understand Management Problem


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Management problems originates from:

Gap that exists between

what was supposed to

happen and what did

happen, i.e., failure to meetan objective.

Gap between what did

happen and what could have

happenedcalled anopportunity.

Improvement in

current distribution

method

Failure to meet

sale targetExample

Example

Problem Identification


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Management problems

Sales are less than target Attrition rate in IT department is increasing

New product introduction is behind schedule

Debtors outstanding days have increased

Distributor refuses to stock our new

product.

Symptoms


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Management

Problem

Research

Problem

Refer sources that will tell

possible causes, possible

solutions & constraints

How to achieve managementobjective?

Which is the most appropriate way toachieve management objective?

Problem identification

research

(Exploratory Research / Situation analysis)

Generate additional data necessary

to validate causes and evaluate solutions

Problem solving research

(Descriptive Research)

Describe the reality

Suggest solution

Essence

is time

Shortlist causes / suggestions

Research


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Techniques of data collection

for problem identification


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Literature survey

Secondary data

External

Internal

Depth interview


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Literature survey - Purpose

Provides established causes / solutions triedby others

Reasons for high attrition rate in IT sector

Provides theories that can be considered tofind solutions

Maslows theory of needs

No important variable is ignored in our

research Provides guideline for conducting depth

interview


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Databases for literature survey: Ebsco

Proquest


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Secondary Data


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Data originated by second person

Advantages:

Quickly available

Economical

Disadvantages:

Can be outdated

Reliability

Secondary Data


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Central Statistical Organisation, Govt. of India

Statistical Abstract of India

Annual Survey of Industries http://www.mospi.nic.in

National Sample Survey

Nation-wide, large-scale, continuous sample surveyoperation conducted in the form of successive roundssince 1950.

Conducts survey in demographic and socio-economic area.

http://www.mospi.nic.in

Government Sources
http://www.mospi.nic.in/http://www.mospi.nic.in/http://www.mospi.nic.in/http://www.mospi.nic.in/


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National Council of Applied Economic Research (NCAER)

Annual reports on consumption of various

consumer products

Government Sources


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Govt. sources- Census data

Registrar General and Census Commissioner

of India publishes census data on population

and living conditions.

Visit site http://www.censusindia.net


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Other sources

National readership survey: Readership of major newspapers and magazines

Socioeconomic characteristics of readers

TAM rating (Television AudienceMeasurement)


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Other sources

Retail store audit:

Conducted for pharmaceutical products and

consumer products by A C Nielsen company

Provides data on market size and growth, brands

market share and growth, distribution purchase

index of new products


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Other sources

Consumer panels:

Data is collected periodically on:

Brands purchased

Quantity purchased

Packs purchased

Stores from where purchased


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Depth interview


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Characteristics of Depth Interview

An unstructured interview of the respondent

Only one respondent is interviewed at a time

Usually conducted by experienced researcher


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Depth Interview

Used when

Respondent has high status or position

Topic is sensitive or personal

Thinking process of respondent is not clear

Interviewers role is extremely important since

the emphasis is on probing


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Depth interview

Validate whether findings of literature are

true in current situation

Gather additional information not available

through literature

3. Research Process

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