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RESEARCH METHODOLOGY

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Guys, Slides are just for your reference

Best of luck

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Research

Research is the systematic process of collectingand analyzing information to increase ourunderstanding of the phenomenon understudy.

Research refers to the systematic method ofcollecting the facts ,analyzing the facts andreaching certain conclusions of a problem.

The path to finding answers to your researchquestions constitutes research methodology

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CLASSIFICATION OF RESEARCH

Pure research:

- For sake of knowledge without any intention to apply it inpractice.

- Undertaken out of curiosity

- Not necessary problem oriented

Applied research

- Aims at finding a solution to immediate problem

- 2 types

- More practical Exploratory : which structures and identifies new problems, clarify

concept, gather explanation, gaining insight

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Descriptive: describes data and characteristics about the population orphenomenon being studied. Descriptive research answers the questions who,

what, where, when and how.

Experimental

Historical research Primary research

Secondary research

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RESEARCH PROCESS

Formulating research problem

Extensive literature survey

Developing hypothesis

Deciding research design

Designing sample design

Data collection

Analysis of data

Hypothesis testing

Generalization & interpretation

Preparation of research report

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Formulating research problem

Decide what u want to find out?

Sources of research problems:

- Reading

- Academic experience

- Daily experience

- Exposure to field situation

- Consultations

- Brainstorming

- Research- Intuition

Considerations while selecting problems:

- interest, manageable, level of expertise, relevance, availability of data,

feasible, researchable, ethical.

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Extensive literature survey

A literature review is an evaluative report of information found in

the literature related to your selected area of study. The review of literature involves looking over what other

researchers have done in relation to the topic to be studied.

Purpose:

The review of literature can broaden the researchers knowledgebase in research area;

It is a means of ensuring originality in the conduct of ones research;

It is a way of ensuring clarity and focus on ones study;

It can also provide the researcher insights on the weaknesses andstrengths of studies;

It can provide findings and conclusions of past studies, which a

researcher can use in relating to his own study. It can help the researcher in formulating the theoretical and

conceptual framework for his research problem

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Sources of literature:

Search for existing literature in the library

web

Book

Government reports

journals and periodicals

unpublished material

Examine each material, then decide which ones will

actually be included in your review

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Developing hypothesis

It is a tentative answer to a research question

Hypotheses is a tentative proposition which can be put to test to determine validity.

WHEN IS AN HYPOTHESIS FORMULATED?

It is formulated when the researcher is totally aware of the theoreticalbackground to the problem.

THE PURPOSE AND FUNCTION OF AN HYPOTHESIS :

1. It offers explanations for the relationships between those variables that can beempirically tested

2. It gives direction to an investigation.

3. It structures the next phase in the investigation and therefore furnishescontinuity to the examination of the problem.

Types of hypotheses

- Descriptive- Relational

- Causal

- Working hyp

- Commonsense

- Statistical

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Deciding research design

Research design is the plan, structure, & strategy of investigationconceived so as to obtain answers to research questions & to controlvariance.

Provides guidelines to the researchers

Planning research design:

- Determining work involved in project:

To formulate marketing problem

Determine information required

Identify information sources

Detail plan for execution of project( forms required, staff required)

- It is needed for the selection of appropriate techniques for data collection.

- Estimating cost involved

- Preparing time schedule

- Verifying results

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Preparation of research design?

- What is the study about?

- What are the objectives of the study?

- When or in what place study will be conducted?

- What kind of data are needed?

- What sampling techniques can be used?

- How the data can be collected?

- How the data can be processed?

- What technique of analysis are to be adopted?

- What types of reports to be prepared?

- What is the time limit in which whole work will be complete?

- What is the cost involved?

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The process of obtaining information from a subset (sample) of a

larger group (population)

The results for the sample are then used to make estimates of the

larger group

Faster and cheaper than asking the entire populationTwo keys

1. Selecting the right people

Have to be selected scientifically so that they are representative

of the population

2. Selecting the right number of the right people

To minimize sampling errors

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What is the purpose of sampling?

To draw conclusions about populations from samples

Advantages:

- Saves times- Money

- Better supervision on data collection

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Probability sampling

- A probability sampling scheme is one in which every

unit in the population has a chance (greater than zero) of

being selected in the sample, and this probability can be

accurately determined

- Simple random sampling

- Systematic random sampling

- Stratified sampling- Area sampling

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Non-probability sampling

- Convenience sampling

- Judgment

- Quota- Snowball

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Steps in Sampling Process

1.Define the population

2.Identify the sampling frame:

(how will you reach sample)

3.Select a sampling design or procedure 4.Determine the sample size

5.Draw the sample

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Data collection

Methods:

Primary methods:

- Observation

1. Participant obs2. Non-participant

- Direct

- Indirect

- Structured

- Unstructured

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Interview

- Personal interview

Structured

Unstructured

Semi-structured

Focused

Depth

- Field investigation

Mail survey

Telephonic survey

PI

Consumer panel

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Visual Projective techniques

- Rorschach test

- TAT

- Rosenzweigh cartoon test- Picture frustration test

Verbal techniques

- Word association

- Sentence completion

- Story completion

Expressive technique

- play, drama, painting

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Questionnaire method

- Steps

1. Preliminary decisions

2. Informal interviewing3. Drafting questionnaire

4. Piloting questionnaire

5. Deciding final form of questionnaire

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Form of questionnaire response

Open ended

Dichotomous

Multichotomous

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Types

- Structure non-disguised que:

List of question framed to get facts

It is in pre arranged order

Aware of purpose of collecting information

- Structured disguised:

Does not reveal the purpose

- Non structured non disguised: Questions are not structured

Researcher is free to ask questions

Respondent is told about the purpose of inquiry

- Non structured disguised

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Good questionnaire

- Short & simple

- Easily understandable

- Specific & relevant- Logical arrangement of questions

- Provide adequate space for answers

- Purpose of inquiry should be made clear to respondent

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Secondary data

- Trade journals

- Directories

- Publications of banks & FI- Company reports

- Specialised libraries

Internal sources

- Periodical statement

- Reports & statistical data for research

- Past research reports, files, documents.

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Merits:

Available easily & economically

Can be collected quickly i.e less time consuming

Supports primary data collected directlyDemerits:

May not be specific

May not be reliable

Needs modification

To much dependence can be harmful

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Attitude measurement

Attitude is one of the most pervasive notions in all of the marketing

Many marketers believe that attitudes directly affect purchase decisions

and their purchase and use experiences, in turn, directly affect their

subsequent attitudes toward the product or service

Attitudes are state-of-mind constructs

It explain how ready is one to do something

Attitude do not change much over time

It can be related to preferences

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IN MARKETING IT REFERS TO THE CONSUMERSPREDISPOSITION

TORESPOND

A PRODUCT

IDEA

OR SERVICE

if predisposition is favorable, it is assumed that the consumer is likely to purchase the

product or service

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ELEMENTS OF ATTITUDES

ATTITUDES ARE COMPOSED OF:

Beliefs about the object of concern, such as its strength or

economy

Emotional feelings about the object such as like and

dislikes

Andreadiness of the individual to respond behaviorally to

the object that is to buy it

B+E+R=IMAGE

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Attitudinal studies are useful in

Market segmentation

Advertisement effectiveness

Brand positioning or Repositioning

Attitude measurement tends to focus on

measurement ofbeliefs

about a products (services) qualities and emotional feelings about those

qualities

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Attitude can be measured by following procedure:

1. Self-reporting

2. Observation of behavior

3. Indirect techniques

4. Performance of objective task5. Psychological reactions

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THE CONCEPT OF MEASUREMENT AND SCALING

Measurement can be defined as a standardized process of assigningnumbers or other symbols to certain characteristics of the objects ofinterest.

Measurement is the process observing and recording theobservations that are collected as part of a research effort.

Researchers engage in using the measurement process by assigningeither numbers or labels

To

Peoples thoughts,

feelings,

behaviors,

and characteristics

The features or attributes of objects

The aspects of concepts / ideas

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WHAT IS AN OBJECT ?

It refers to anytangibleitem in a persons environment that can

be clearly and easily identified

Sight

sound

touch

smell

taste

Age

sex

occupation status

color of eye Horsepower

style

color

stereo system of an Automobile etc.

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Attitudes towards a product

Brand loyalty

High involvement purchases

Emotions Intelligence, personality, risk taker

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Scaling ??

Scaling is the process of measuring or ordering entities

with respect to quantitative attributes or traits.

Scale development is designing questions to measure the

properties of an object

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Scales classification bases

Subject orientation

Response form

Degree of subjectivity

Number of dimension

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7 38

Primary Scales of Measurement

Scale

Nominal NumbersAssigned

to Runners

OrdinalRank Order

of Winners

Interval Performance

Rating on a0 to 10 Scale

Ratio Time toFinish, in

Seconds

Figure 8.1

Thirdplace

Secondplace

Firstplace

Finish

Finish

8.2 9.1 9.6

15.2 14.1 13.4

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Scaling techniques

Paired comparison scale Ranking scale method

Constant sum scaling

Rating scales

Differential scales (thurstone-type scales) Summated scales (likert-type scales)

Semantic differential scale

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Paired comparison

A respondent is presented with two objects andasked to select one according to some criterion.

The data obtained are ordinal in nature.

Paired comparison scaling is the most widely usedcomparative scaling technique.

Taste testing is paired comparison

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Paired- comparison

Indicate which trait you feel is more important forbeing a sales person

a. TRUST b. COMPETENCE

a. TRUST b. COMMUNICATION SKILLS

a. TRUST b. PERSONAL SOCIAL SKILLS

a. COMPETENCE b. COMMUNICATION SKILLS

a. COMPETENCE b. PERSONAL SOCIAL SKILLSa. COMMUNICATION SKILLS b. PERSONAL SOCIAL SKILLS

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Ranking scale method:

A Rank Order scale gives the respondent a set ofitems and asks them to put the items in some formof order

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Constant Sum Scaling

Respondents allocate a constant sum of units, suchas 100 points to attributes of a product to reflecttheir importance.

If an attribute is unimportant, the respondent

assigns it zero points.

If an attribute is twice as important as some otherattribute, it receives twice as many points.

The sum of all the points is 100. Hence, the name

of the scale.

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Relative Advantages of ComparativeScales

Small differences between stimulus objects can bedetected.

Easily understood and can be applied.

Involve fewer theoretical assumptions.

Tend to reduce halo or carryover effects from onejudgment to another.

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Rating scales:

A rating scale is a set of categorize designed to elicit informationabout a quantitative or a qualitative attribute.

Measuring an attribute of object or persons by judgement

Continuous rating scales/graphical rating scale:

The respondents are asked to give a rating by placing a mark atthe appropriate position on a continuous line.

Itemized rating scale:

They are used to measure the attitude towards a given concept orconstruct.

For this purpose a large number of statements are collected thatrelate to the concept or construct being measured

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How does employee get along the fellow worker?

1. Involved in some frictions

2. Like odd man out

3. Sometimes involved in friction

4. Rarely involved in friction- More point, more sensitive measurements

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Summated scales (likert-type scales)

one of the most widely used itemized scales

end points are typically strongly agreed and strongly agree

respondents are asked to indicate their degree of agreement bychecking one of five response categories

easy for the researcher to construct and administer this scale

easy for the respondent to understand

suitable for mail, telephone, personal, and electronic interviews

disadvantage takes longer to complete than other itemized ratingscales

BE CAREFUL OF WORDING

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Survey Questions Part III

Please indicate how strongly you agree or disagree with each statement by placingan X beside a number from 1 to 5 where

1 Strong Disagree

2 Disagree

3 Neither Agree nor Disagree

4 Agree

5 Strongly Agree

Strongly Neither Agree Strongly

Disagree Disagree nor Disagree Agree AgreeThe school newspaper reports 1 2 3 4 5

high quality stories

The school newspaper needs 1 2 3 4 5

better adds

I like to read the school paper 1 2 3 4 5

I do not like the stories that 1 2 3 4 5

are reported in the school paper

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It is a seven point rating scale on which the endpoints are adjectives representing opposites

negative adjective or phrase sometimes appears onthe left side of the scale and sometimes on the right

individual items on a semantic scale may be scoredon either a3 to +3 or a 1 to 7

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EXPERTISE:

1 2 3 4 5 6 7

KNOWLEDGEABLE

UNKNOWLEDGEABLE

EXPERTNOT AN EXPERT

SKILLEDUNSKILLED

QUALIFIEDUNQUALIFIED

EXPERIENCEDINEXPERIENCED

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TRUST WORTHINESS

1 2 3 4 5 6 7

RELIABLEUNRELIABLE

SINCEREINSINCERE

TRUSTWORTHYUNTRUSTWORTHY

DEPENDABLEUNDEPENDABLE

HONESTDISHONEST

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Convenient location inconvenient location

High prices low prices

For me not for me

Warm atmosphere cold atmosphereWide menu limited menu

Fast service slow service

High quality food low quality food

A special place an every day place

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Stapel Scale

Typically presented vertically, with one adjectiveappearing at the midpoint of a scale ranging fromplus five to minus five

respondent is not allowed a neutral response, as no

zero point is offered

many believe is confusing and difficult to apply

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Please evaluate how accurately each word or phrase describes ABC College.

+5 +5 +5 +5

+4 +4 +4 +4

+3 +3 +3 +3

+2 +2 +2 +2

+1 +1 +1 +1

Friendly Educational Safe Athletic

-1 -1 -1 -1

-2 -2 -2 -2

-3 -3 -3 -3

-4 -4 -4 -4

-5 -5 -5 -5

Select a plus number by placing an X beside it for the phrases you think describe thecollege accurately.

The more accurately you think the phrase describes the College, the larger the positivenumber you should choose.

You should select a negative number for phrases you think do not describe the collegeaccurately

A large negative number indicates that the phrase does not describe the college at all.

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