module 2 rm bu ii sem notes

7/29/2019 Module 2 RM BU II Sem Notes

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MODULE 2

Formulation of research problem, Defining research problem, Generating research hypothesis,

Research process, Research Design, Classification of research designs, Need for Research design,

Features of good research design, Research proposal.

Research Problem:

A research problem refers to some difficulty which an organization faces and wishes to obtain a

solution for the same.

OR

Research really begins when the researcher experiences some difficulty, that is a problem demanding a

solution within the subject are of his discipline. The general area of interest, however, defines only

the range of subject matter within which the researcher would see and pose a specific problem for

research.

Research Process

Formulating research problem

Extensive literature survey

Developing the hypotheses

Preparing the research design

Determining the sample design

Collecting the data

Execution of the project


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Analysis of data

Hypotheses testing

Interpretation

Preparation of the report

1.Formulating research problem

It is the key to research process. For a researcher the problem formulation means converting the

management problem to a research problem. Problem definition might refer to either a real life

situation or it may also refer to a set of opportunities.

Example: Management problem & Research problem

Management Problem: Want to increase the sale of product A

Research Problem: What is the current standing of the product A?

While problem is being formulated the following should be taken into account

Determine the objective of the study.

Consider various environmental factors

Nature of the problem.

Stating the alternative

Determine the objective of the study

The objective may be general or specific. General category- it would like to know how

effective the advertising campaign was.


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There are two ways of determining the objectives

The researcher should clarify with the MR Manager What effective means. Does effective

mean the awareness or does it refer to an increase in sales or does it mean it has improved the

knowledge of audience, or the perception of the audience about the product? In each of the

above circumstances, the question to be asked from the audience varies.

Another way to determine objectives is to find out from the MR Manager what action will be

taken, given the specified outcome of the study? For eg: if research findings the previous

advertisement by the company was indeed ineffective, what course of action does the company

intend to take?

Increase the budget for the next Ad.

Use different appeal.

Change the media.

Go to a new agency.

If the objectives are proper, the research question will be precise.

Consider Various Environmental Factors:

Environmental factors influence the outcome of the research and the decision. Therefore, the researcher

must help his client to identify the environmental factors that are relevant.

Example: Assume that the company wants to introduce a new product like ice tea or frozen green peasor ready to eat meals.

The following environmental factors are to be considered:

Purchasing habits of consumer.


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Presently who are the competitors in the market with similar product?

What is the people perception of other products of the company with respect to price, image of

the company?

Size of the market & target audience.

All the above factors could influence the decision. Therefore the researcher must work very closely

with his client.

Nature of the Problem

By understanding the nature of the problem, the researcher can collect relevant data and help suggest a

suitable solution. Every problem is related either one or more variables. Before beginning the data

collection, a preliminary investigation of the problem is necessary for a better understanding of the

same, initial investigation could be carried by using a focus group of consumers or sales

representatives.

If a focus group is carried out with consumers, some of the following questions will help the researcher

to understand the problem better

Did the consumer ever include this companys product in his mental map?

If the customer is not buying the companys product, the reason for his not doing so.

Why did the customer turn to the competitors product?

Is the researcher contacting the right target audience3?

Stating the Alternative

The researcher would be better served by generating as many alternatives as possible during the

problem formulation hypothesis


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Example: Whether to introduce a sachet form of packaging with a view to increase sales. The

hypothesis may state that acceptance of the sachet by the customer will increase the sales by 20%.

Thereafter, the test marketing will be conducted before deciding whether to introduce the sachet

variant. Therefore, for every alternative, a hypothesis has to be developed.

2. Extensive literature survey

Literature survey involves reading and verifying the books, periodicals,journals, CD-Rom, microfilms

on the topic research to identify the research gap. This is to know what work has already been carried

out on the topic and what needs to be done by the researcher on the topic. It is called identifying

research gap. The researcher's focus must be on filling this research gap which has social relevance,

objectivity and utility.

3. Developing the hypotheses

Hypothesis are tentative statements, the validity of which remains to be tested. It gives direction to

carry out any research programme.

Example:

A sound leadership abilities in an organization guarantees wealth maximization

A proper promotion mix helps creation of more demand for a product

The above statements are tentative. To test whether these statements are true, data must be gathered and

analyzed. Using statistical tools the validity of the statements are tested. This is called hypothesis

testing. The researcher after the literature survey and identifying the researcher gap must construct a

working hypothesis on the topic. The hypothesis gives the direction to the topic of the study.

4. Preparing the research design

Research design can be thought of as the structure of research it is the glue that holds all of the

elements in a research project together. A research process cannot be completed without an effective

research design. A research design precisely specifies particular means and methods through which


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required informations can be collected for structuring the research as well as seeking specific practical

solutions to the problem.

Definition:

A research design is the specification of methods and procedures for acquiring the information needed

to structure or to solve problem. It is the overall operational pattern or framework

The preparation of the research design appropriate for a particular problem involves the following

consideration:

i. The means of obtaining the information.

ii. The availability and skills of the researcher and his staff.

iii. Explanation of the way in which selected means of obtaining information will be organized and the

reasoning leading to the selection.

iv. The time available for the research.

v. The cost factor relating to research i.e the finance available for the purpose.

5.Determining the sample design

Sampling is also called as sample design. A sample design is a definite plan for obtaining a sample

from a given population or sampling frame. It refers to the technique or procedure the researcher

should adopt in selecting items for the sample from which inferences about the population is drawn. It

has to be determined before data are collected. The sample design which is more reliable, appropriate

should be adopted.

6. Collecting the data

Collection of data involves gathering the primary and secondary data. For quantitative and

experimental research a former is essential to examine the truth of hypothesis.


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Primary data can be collected by observation, personal interview,questionnaires, schedules, video

conferencing, teleconferencing and such other devices. The secondary data can be gathered from

published materials such as books, articles, survey reports, periodicals, journals, CD-Rom, internet,

micro-film and the like. In quantitative research and experimental research the primary data are very

crucial because they examine the truth contained in the hypothesis.

7. Execution of the project.

Execution or completion of project is an essential step. The researcher should see that the project is

executed in a systematic manner and in time. The data must be collected adequately and processed

accordingly. A careful watch should be kept for unanticipated risk in completing the project

8. Analysis of Data

After gathering the data, the same have to be analyzed. Analysis of data involves statistical treatment of

the data collected on a research topic. It involves coding, editing, decoding and drawing inferences

subsequently.

9. Hypothesis-Testing

After analyzing the data as stated above the researcher is in a position to test the hypothesis if any, he

or she had formulated earlier. Hypothesis testing is done through statistical tests such as chi-square, t-

test and F-test. It will result in either accepting the hypothesis or rejecting.

10. Generalization and interpretation

Generalization refers to building a theory after testing hypothesis if any. If the researcher had no

hypothesis then he might seek to explain his findings on the basis of some theory. It is known as

interpretation.

11. Preparation of the report or the thesis.

The final and very important step in a research study is to write its report. The research report is

medium for communicating the research experiences to others and adding them to the fund of


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knowledge.

A research report is the formal statement of the research process and its results. It narrates the

problem studied, methods used for studying and the findings and conclusions.

Research Design:

Research design can be thought of as the structure of research it is the glue that holds all of the

elements in a research project together. A research process cannot be completed without an effective

research design. A research design precisely specifies particular means and methods through which

required informations can be collected for structuring the research as well as seeking specific practical

solutions to the problem.

Definition:

A research deign is the specification of methods and procedures for acquiring the information needed

to structure or to solve problem. It is the overall operational pattern or framework

Different types of Research Design

Exploratory Research Design:

It is often conducted because a problem has not been clearly defined as yet. It allows the researcher to

familiarize with the problem or concept to be studied, and generate hypothesis to be tested. It is the

initial research, before more conclusive research is undertaken. Exploratory research helps determine

the best research design, data collection and selection of subjects, and sometimes it even concludes that

the problem does not exist.

The other reason for conducting exploratory research is to test concepts before they are put in the

marketplace, always a very costly endeavour. In concept testing, consumers are provided either with a


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written concept or a prototype for a new, revised product, service or strategy. Exploratory research can

be quite informal, relying on secondary research such as reviewing available literature or qualitative

approaches such as informal discussions with consumers, employees, management or competitors, and

more formal approaches through in depth interviews, focus groups, projective methods, case studies, or

pilot studies.

The results of exploratory research are not usually useful for decision making but they can provide

significant insight into a given situation. Although the results of qualitative research can give some

indications as to the why, how, and when, something occurs; it cannot tell us how often or

how many. The result cannot be generalized they are not the representative of the whole population

being studied.

The following charts depict the step by step process of conducting exploratory research.

Example: Sales are down because our prices are too high; our dealers or sales representatives are

not doing a good job; our advertisement is weak and so on in this scenario very little information is

available to point out , what is the actual cause of the problem. We can say that the major purpose of

exploratory research is to identify the problem more specifically. Therefore exploratory study is used in

the initial stage of the research.

Conclusive Research

It is meant to provide information that is useful in reaching conclusion or decision making. It tends to

be quantitative in nature that is in the form of numbers that can be quantified and summarized. It relies

on both secondary data, particularly existing databases that are re analysed on a different problem than

the original one for which they were constituted and primary research or data specifically gathered for

the current study.

Conclusive research can be subdivided into two major categories:

Descriptive or statistical research

Causal Research:


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Descriptive Research Design

Descriptive studies are formal, rigid and well structured and focused in nature. This type of research

involves the description of relationships between the number of variable factors and working out

conclusions. It starts with specific research questions where substantial information about the research

problem is known as conducting the pilot study. Descriptive research means a preconceived, formal

and structured design to seek solution to a particular problem.

Types of descriptive studies:

There are two types of descriptive research

Longitudinal study

Cross sectional study

Longitudinal Study

These are the studies in which an event or occurrence is measured again and again over a period of

time. This is also known as time series study, through the longitudinal study, the researcher come to

know how the market changes over time. Longitudinal studies involve panels. Panel once constituted

will have certain elements. These elements may be individuals, stores, dealers etc. The panel or sample

remains constant throughout the period. There may be some drop-outs and additions. The sample

members in the panel are being measured repeatedly. The periodicity of the study may be monthly or

quarterly etc. there are two types of panels:

True Panel

Omnibus panel.

True Panel: This involves repeat measurement of same variables. Example Perception towards frozen

peas or ice tea. Each member of the panel is examined at a different time, to arrive at a conclusion on

the above subject.


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Omnibus panel: A sample of elements being selected and maintained, but the information collected

from the member varies. As a certain point of time, the attitude of panel members towards an

advertisement may be measured. At some other point of time the same panel member may be

questioned about the product performance.

Cross sectional study

This study is one of the most important types of descriptive research; it can be done in two ways

Field study

Field survey

Field study: This includes a depth study. Field study involves an in depth study of a problem, such as

reaction of young men and women towards branded ready to wear suit. Field study is carried out in

real world environment settings. Test marketing is an example of field study.

Field survey: Large samples are a feature of the study. The biggest limitations of this survey are cost

and time. Also, if the respondent is cautions, then he might answer the questions in a different manner.

Finally, field surrey requires good knowledge like constructing a questionnaire, sampling techniques

used, etc.

Example: Suppose the management believes that geographical factor is an important attribute in

determining t6he consumption of a product, like sales of a woollen wear in a particular location.

Suppose that the proposition to be examined is that, the urban population is more likely to use the

product than the semi urban population. This hypothesis can be examined in a cross sectional study.

Measurement can be taken from a representative sample of the population in both geographical

locations with respect to the occupation and use of the products. In case of tabulation, researcher cancount the number of cases that fall into each of the following classes:

Urban population which uses the product Category 1


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Semi urban population which uses the product Category 2

Urban population which does not use the product Category 3

Semi Urban population which does not use the product Category 4

Here we should know that the hypothesis need by the sample data that is the proportion of urbanities

using the product should exceed the semi urban population using the product.

Causal Design

It is the study of cause and effect relationships between two or more variables.

When two or more cases of given phenomenon have one and only one condition in common, that

condition may be regarded as the cause and effect of the phenomenon.

The set of causes generated to predict their effects, can be deterministic or probabilistic in nature. The

deterministic cause is the one which is essential and adequate for stimulating the occurrence of another

event. While the probabilistic is the one that is essential, but is not the only one responsible for the

stimulation of the occurrence of another event.

The objective is to determine which variable might be causing certain behaviour that is whether there is

a cause and effect relationship between variables, causal research must be undertaken. This type of

research is very complex and the researcher can never be completely certain that there are not other

factors influencing the causal relationship, especially when dealing with peoples attitudes and

motivations. There are often much deeper psychological considerations that even the respondent may

not be aware of.

Need For Research Design

It is needed because it facilitates the smooth sailing of the various research operations.

It makes research as efficient as possible yielding maximal information with minimal

expenditure of effort, time & money.


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It stands for advance planning of the methods to be adopted for collecting the relevant data and

the techniques to be used in their analysis.

It should be done with great care as any error in it may upset the entire project.

It has a great bearing on the reliability of the results arrived at and as such constitutes the firm

foundation of the entire research work.

Even then the need for a well thought out research design is at times not realised by many. The

importance which this problem deserves is not given to it.

As a result many researchers do not serve the purpose for which they are undertaken and they

may even give misleading conclusions.

The design helps the researcher to organize his ideas in a form it will be possible for him to

look for flaws and inadequacies.

Such a design can be even be given to others for their comments and critical evaluation, in the

absence of such a course of action, it will be difficult for the critic to provide a comprehensive

review of the proposed study.

Features of good research design,

A good design is often characterized by adjectives like flexible, appropriate, efficient, and economical

and so on. Generally, the design which minimizes his and maximizes the reliability of the data

collected and analyzed is considered a good design. Similarly, a design which yields maximal

information and provides an opportunity for considering many different aspects of a problem is

considered most appropriate and efficient design in respect of many research problems. One single

design cannot serve the purpose of all types of research problem.

A research design appropriate for a particular research problem, usually involves the consideration of

the following factors.


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The means of obtaining information.

The availability and skills of the researcher.

The objective of the problem to be studied.

The nature of the problem to be studied.

The availability of the time and money for the research.

The availability of time, money, skills of the research staff and the means of obtaining the information

must be given due weightage while working out of the relevant details of the research design such as

experimental design, survey design, sample design and the like.

Research proposal

A research proposal is a document written by the researcher that describes in details the program for a

proposed scientific investigation. It is like an outline of the entire research process that gives a reader a

summary of information discussed in project.

Research proposals are written for various reasons, such as budget request for the research they

describe, certification requirements for research (e.g. from an ethics committee if the experiment is to

be done on human beings or animals protected by animal rights laws), as a task in tertiary education

(e.g. before performing research for a dissertation), or as a condition for employment at a research

institution (which usually requires sponsor-approved research proposals).

The phrasing of research proposals has many similarities to that of scientific articles. Of course,

research proposals are written in future tense and have different points of emphasis. Like scientificarticles, research proposals have sections describing the research background, significance, methods,

and references. The method section of research proposals is far more detailed than those of scientific

articles, allowing profound understanding of the price and risks of the study and the plans for reducing

them. Instead of a section describing the results, research proposals have a section describing the

hypotheses or the expected results. A typical research proposal includes an extensive but focused


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literature review. A research proposal may also include preliminary results.

As opposed to scientific articles, research proposals usually contain the curriculum vitaes of the

researchers. The curriculum vitae are required for proving that the personnel asking to conduct the

research are capable of doing so. For example, a research proposal for a study including injections

would be expected to name at least one researcher qualified to inject human beings. Similarly, a

research proposal in biology is not likely to receive funding when the entire staff consists of

mathematicians only. In some academic institutes, a detailed resume of the thesis mentor is required on

the research proposal in order to show that the mentor can help the student with the subject of the

thesis.

Research sponsors publish calls for research proposals, specifying the topics into which they fund

research and their detailed format requirements. Those sponsors may be governmental, non profits or

business research foundations.

module 2 rm bu ii sem notes

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