The Research ProcessThe Research Process

What is research……….???What is research……….??? Systematic search for Systematic search for

knowledge through method of knowledge through method of study, observation, comparison study, observation, comparison & experiment.& experiment.

An answer to the question/ a An answer to the question/ a solution to the problem.solution to the problem.

The art of scientific The art of scientific investigation.investigation.

Series of various actions, which Series of various actions, which are necessary to effective are necessary to effective research work.research work.

Research process consist of a Research process consist of a number of closely related number of closely related activities.activities.

Various steps involved in a Various steps involved in a research process are not research process are not mutually exclusive;nor they are mutually exclusive;nor they are separate & distinct.separate & distinct.

What is research What is research process……???process……???

Steps involved in research Steps involved in research process…..process….. 11STST STEP-Establishing the needs for STEP-Establishing the needs for

researchresearch 22NDND STEP-Defining the problem STEP-Defining the problem 33RDRD STEP-Formation and Development STEP-Formation and Development

Working HypothesisWorking Hypothesis 44THTH STEP- Determining research design STEP- Determining research design 55THTH STEP-Identifying information types and STEP-Identifying information types and

sourcesource 66THTH STEP-Determining methods of STEP-Determining methods of

assessing dataassessing data 77THTH STEP-Designing data collection form STEP-Designing data collection form 88THTH STEP-Determining sample plan and STEP-Determining sample plan and

sizesize

Contd….Contd….

99THTH STEP-Data collection STEP-Data collection 1010THTH STEP-Analyzing data STEP-Analyzing data 1111THTH STEP-Preparing and STEP-Preparing and

presenting final research reportpresenting final research report

STEP 1-Establishing the needs for STEP 1-Establishing the needs for market research….market research….

This step involves identification of a few This step involves identification of a few problems and selection of one out of them, problems and selection of one out of them, after evaluating the alternatives against after evaluating the alternatives against

cecertain selection criteriartain selection criteria.. Market research is not needed when:Market research is not needed when:

Required information is already availableRequired information is already available Decesion need to be made nowDecesion need to be made now Organisation can’t afford the researchOrganisation can’t afford the research Cost outweight the value of researchCost outweight the value of research

STEP 2-Defining the problem..STEP 2-Defining the problem..

The most important step in the The most important step in the research process is defining the research process is defining the problem.problem.

PROCESS INVOLVED IN DEFINING THE PROCESS INVOLVED IN DEFINING THE PROBLEMPROBLEM

STATEMENT OF THE PROBLEM IN A GENERAL STATEMENT OF THE PROBLEM IN A GENERAL WAY.WAY.

UNDERSTANDING THE NATURE Of PROBLEMUNDERSTANDING THE NATURE Of PROBLEM SURVEYING THE AVAILABLE LITERATURESURVEYING THE AVAILABLE LITERATURE

Contd….Contd….

DEVELOPING IDEAS THROUGH DEVELOPING IDEAS THROUGH DISCUSSIONSDISCUSSIONS

REPHRASING THE RESEARCH REPHRASING THE RESEARCH PROBLEMPROBLEM

Modes of problem Modes of problem identification….identification….

There are 3 modes of problem There are 3 modes of problem identification:identification:

Extraction from a managers practical Extraction from a managers practical problem in a dialogue.problem in a dialogue.

Cognitive identification of an Cognitive identification of an experienced researcher in the area experienced researcher in the area of his expertise.of his expertise.

A two step research process by a A two step research process by a novice(scholar):literature search & novice(scholar):literature search & pilot study.pilot study.

STEP 3- Formation and STEP 3- Formation and Development of working Development of working hypothesishypothesis

Assumptions are drawn to test its logical Assumptions are drawn to test its logical sequence.sequence.

Hypothesis is guiding force of researcher.Hypothesis is guiding force of researcher.

Outcome of researcher is deep thinking of Outcome of researcher is deep thinking of research research

Preparation of Research Preparation of Research designdesign

Outline or a conceptual structure Outline or a conceptual structure

Collecting relevant data.Collecting relevant data.

Methods for preparation of Methods for preparation of research designresearch design

STEP 4-Determining research STEP 4-Determining research design….design…. EXPLANATORY RESEARCH:EXPLANATORY RESEARCH:

Collecting information in an unstructured & Collecting information in an unstructured & informal manner.informal manner.

DESCRIPTIVE RESEARCH:DESCRIPTIVE RESEARCH:

Refers to a set of methods & procedures Refers to a set of methods & procedures describing research variables.describing research variables.

CASUAL RESEARCH:CASUAL RESEARCH:

(Experiments & other approches):allows (Experiments & other approches):allows isolation of causes & effects.isolation of causes & effects.

STEP 5-Identifying information STEP 5-Identifying information types & source….types & source….

SECONDARY DATASECONDARY DATA: : Information that has been collected for Information that has been collected for

some purpose other than the research at some purpose other than the research at hand.hand.

PRIMARY DATA: PRIMARY DATA:

Information that has been gathered Information that has been gathered specially for the research objectives at specially for the research objectives at hand.hand.

STEP 6-Determine methods STEP 6-Determine methods of accessing data…of accessing data…

SECONDARY DATA:SECONDARY DATA:

Accessing data through source such as the Accessing data through source such as the

internet & libraryinternet & library.. PRIMARY DATA:PRIMARY DATA: Collecting data from participants through Collecting data from participants through

methods such as telephone,mail,online & methods such as telephone,mail,online & face to face(quantitative)& observation face to face(quantitative)& observation studies & focus groups(qualitative).studies & focus groups(qualitative).

STEP 7-Design data collection STEP 7-Design data collection forms..forms.. The design of data collection form that is The design of data collection form that is

used to ask or observe projects is critical to used to ask or observe projects is critical to the success of the project.the success of the project.

It is easy to write a set of questions but It is easy to write a set of questions but very difficult to construct a questionnaire.very difficult to construct a questionnaire.

General types “instruments”(forms)General types “instruments”(forms)

& record information in research.& record information in research.

Questionnaires.Questionnaires. Observation study forms(protocols). Observation study forms(protocols).

STEP 8-Determine sample plan & STEP 8-Determine sample plan & sizesize…..….. SAMPLE PLAN AND ITS CHARACTIRISTICSSAMPLE PLAN AND ITS CHARACTIRISTICS

Refers to the process used to select units from the Refers to the process used to select units from the population to be included in the sample.population to be included in the sample.

1.1. Representativeness.Representativeness.

2.2. Adequate.Adequate.

3.3. Independence.Independence.

4.4. Homogenous.Homogenous.

5.5. Lack of bias.Lack of bias.

6.6. Accurate and complete.Accurate and complete.

SAMPLE SIZE AND ITS SAMPLE SIZE AND ITS DETERMINATIONDETERMINATION

Refers to determining how many Refers to determining how many elements(units)of the population should be elements(units)of the population should be include in the sample.include in the sample.

1.1. Nature of Universe.Nature of Universe.

2.2. Number of classes proposed.Number of classes proposed.

3.3. Nature of study.Nature of study.

4.4. Type of sampling.Type of sampling.

5.5. Standard of accuracy.Standard of accuracy.

6.6. Availability of finance. Availability of finance.

STEP 9-Data collection…..STEP 9-Data collection…..

Sound data collection is very important Sound data collection is very important because regardless of the data analysis because regardless of the data analysis methods used,data analysis cannot “fix” methods used,data analysis cannot “fix” bad data.bad data.

Non sampling errors may occur during data Non sampling errors may occur during data collection.They are related to poor design collection.They are related to poor design &/or execution of the data gathering.&/or execution of the data gathering.

Sampling error may occur based purely on Sampling error may occur based purely on chance.chance.

STEP 10-Analyze data….STEP 10-Analyze data….

DATA ANALYSIS:DATA ANALYSIS:

Involves entering data into Involves entering data into computer files,inspecting data for computer files,inspecting data for errors (data cleaning),running errors (data cleaning),running tabulations (frequencies), & tabulations (frequencies), & conducting various stastical tests.conducting various stastical tests.

Findings are presented,often by Findings are presented,often by research objective in a clear & research objective in a clear & concise way.concise way.

The need for a good report The need for a good report cannot be overlased.It is the cannot be overlased.It is the report,& for its presentation,that report,& for its presentation,that properly communicates the properly communicates the results to the clients.results to the clients.

STEP 11-Prepare & present STEP 11-Prepare & present the final research report…the final research report…

Contd…Contd…

Report should consist of:-Report should consist of:-

1.1. Preliminary PagesPreliminary Pages Title pageTitle page AcknowledgementAcknowledgement Foreword.Foreword. Table Of Contents.Table Of Contents. List of Tables, Charts & Graphs.List of Tables, Charts & Graphs.

Contd…Contd…

2. Main Text2. Main Text Introduction.Introduction. Summary Of Findings.Summary Of Findings. Main Report.Main Report. Conclusion.Conclusion.

3. At the end of the report 3. At the end of the report Appendices & Bibliography Appendices & Bibliography Should be mentioned.Should be mentioned.

Contd…Contd…

Avoid Vague language while Avoid Vague language while writing report like “it seems”, writing report like “it seems”, “there may be”, etc.“there may be”, etc.

Charts and illustrations should Charts and illustrations should be mentioned only if they be mentioned only if they present clear information.present clear information.

CASE STUDY:CASE STUDY:

THE DEPARTMENT STORETHE DEPARTMENT STORE PATRONAGE PROJECTPATRONAGE PROJECT A department store patronage project is used to illustrate A department store patronage project is used to illustrate

concepts & data analysis procedures.The purpose of this project concepts & data analysis procedures.The purpose of this project was to access the relative strengths & weaknesses of a major was to access the relative strengths & weaknesses of a major department store relative to a group of direct & indirect department store relative to a group of direct & indirect competitors.This store will be referred as Sears;the true identity competitors.This store will be referred as Sears;the true identity of actual store has been disguised.The goal was to formulate of actual store has been disguised.The goal was to formulate marketing programs designed to boost the declining sales & marketing programs designed to boost the declining sales & profit of Sears.Ten major stores,including prestigious department profit of Sears.Ten major stores,including prestigious department stores(eg.,Saks Fifth Avenue,Neiman-Marcus),national stores(eg.,Saks Fifth Avenue,Neiman-Marcus),national chains(eg.,J.C Penney),discount stores(eg.,Kmart, Wal-Mart),& chains(eg.,J.C Penney),discount stores(eg.,Kmart, Wal-Mart),& some regional chains (eg.,Kohl’s) where considered in this some regional chains (eg.,Kohl’s) where considered in this study.A questionnaire was designed & administered.using in-study.A questionnaire was designed & administered.using in-home personal interviews,to a convenience sample of 271 home personal interviews,to a convenience sample of 271 households drawn from a major metropolitan area.A six-point households drawn from a major metropolitan area.A six-point scale was used (subjects were asked to check a number from 1 scale was used (subjects were asked to check a number from 1 to 6) whenever ratings were obtained.The following information to 6) whenever ratings were obtained.The following information was solicited:was solicited:

Contd….Contd….

1.Familiarity with the 10 department stores.1.Familiarity with the 10 department stores. 2.Frequency with which households members shopped at each 2.Frequency with which households members shopped at each

of the 10 stores.of the 10 stores. 3.Relative importance attached to each of eight factors selected 3.Relative importance attached to each of eight factors selected

as the choice criteria utilized in selecting a department as the choice criteria utilized in selecting a department store.These factors were quality of merchandise,variety & store.These factors were quality of merchandise,variety & assortment of merchandise.returns & adjustment policy,service assortment of merchandise.returns & adjustment policy,service of store personnel,prices,convenience of location,layout of of store personnel,prices,convenience of location,layout of store,& credit & billing policies.store,& credit & billing policies.

4.Evaluation of 10 stores on each of eight factors of choice 4.Evaluation of 10 stores on each of eight factors of choice criteria.criteria.

5.Preference ratings for each stores.5.Preference ratings for each stores. 6.Rankings for 10 stores(from most preferred to least preferred).6.Rankings for 10 stores(from most preferred to least preferred). 7.Degree of agreement with 21 lifestyle statements.7.Degree of agreement with 21 lifestyle statements. 8.Standard demographic 8.Standard demographic

characteristics(age,education,education.etc).characteristics(age,education,education.etc). 9.Name, address, & telephone number.9.Name, address, & telephone number.

Contd….Contd….

The study helped the sponser to determine consumers The study helped the sponser to determine consumers perceptions of & preferences for the department stores.Areas of perceptions of & preferences for the department stores.Areas of weakness were identified in terms of specific factors influencing weakness were identified in terms of specific factors influencing the consumers choice criteria & in terms of specific product the consumers choice criteria & in terms of specific product categories.Appropriate marketing research programs were categories.Appropriate marketing research programs were designed to overcome these weaknesses.Finally,a positioning designed to overcome these weaknesses.Finally,a positioning strategy was developed to attain a desirable store image.strategy was developed to attain a desirable store image.

Questions:Questions: 1.What was the marketing opportunities & problem confronting 1.What was the marketing opportunities & problem confronting

Sears?Sears? 2.What role can marketing research play in helping Sears?2.What role can marketing research play in helping Sears? 3.What type of marketing research would be needed to help 3.What type of marketing research would be needed to help

Sears decide whether it should aggressively expand in rural Sears decide whether it should aggressively expand in rural areas in the United States?areas in the United States?

MAJOR PROBLEMS……MAJOR PROBLEMS……

Declining sales & profit.Declining sales & profit. No market research.No market research. Competetion.Competetion. No positioning strategy.No positioning strategy.

STEPS TAKEN BY THE STEPS TAKEN BY THE ORGANISATION TO SOLVE THE ORGANISATION TO SOLVE THE PROBLEM….PROBLEM….

Survey was conducted in 10 Survey was conducted in 10 deparmental stores.deparmental stores.

Consumer preferences were kept in Consumer preferences were kept in mind.mind.

Questionnaire was designed to see Questionnaire was designed to see the consumers likings.the consumers likings.

Personal interviews were taken in Personal interviews were taken in 271 households drawn from a major 271 households drawn from a major metropolitan area.metropolitan area.

CONTD….CONTD….

Ratings were done according to consumer Ratings were done according to consumer preferences.preferences.

Relative importance attached to each of Relative importance attached to each of eight factors selected as the choice criteria eight factors selected as the choice criteria utilized in selecting a department utilized in selecting a department store.These factors were quality of store.These factors were quality of merchandise,variety & assortment of merchandise,variety & assortment of merchandise.returns & adjustment merchandise.returns & adjustment policy,service of store personnel,prices, policy,service of store personnel,prices, convenience of location,layout of store,& convenience of location,layout of store,& credit & billing policies.credit & billing policies.

FORMULATION OF THE FORMULATION OF THE PROBLEMPROBLEM

Declining sales of the company Declining sales of the company due to improper research & due due to improper research & due to intesive competetion in the to intesive competetion in the market.market.

SOLUTION TO THE SOLUTION TO THE PROBLEM….PROBLEM….

Market research should be Market research should be done.done.

Proper strategy should be Proper strategy should be adopted by the company.adopted by the company.

Market survey.Market survey. Consumer preferences.Consumer preferences.

Visit Visit www.sears.com for relevant information on for relevant information on case study.case study.

Case study:Case study:

Marketing researchMarketing research

By: Naresh K.MalhotraBy: Naresh K.Malhotra

Books reffered:Books reffered: Management research methodology Management research methodology

By: K.N KrishnaswamyBy: K.N Krishnaswamy

Appa Iyer ShivkumarAppa Iyer Shivkumar

M.MathirajanM.Mathirajan Research MethodologyResearch Methodology

By: C.R KothariBy: C.R Kothari

THANK YOU……