124_brm-first m.ppt
TRANSCRIPT
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Criteria for good research
purpose clearly defined and common concepts
used.
research procedure described in sufficient detail
procedural design of the research carefullyplanned to yield results
researcher should report with complete frankness
analysis of data should be sufficiently adequate
to reveal its significance
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Criteria for good research
The validity and reliability of the data
should be checked carefully
Conclusions should be confined to those justified by the data of the research
Greater confidence in research-experience, good reputation & person of
integrity
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Scientific research: the steps:
Four steps are taken in applying scientific
methods
Observation
Formulation of hypothesis
Prediction of future,
Testing hypothesis
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Relation between scientific
method and Marketing
Scientific method stages Used during the followingmarketing research steps
Observation
Formulation of
hypothesis
Problem definition
Situation analysisInformal investigation
Formal research
Situation analysis
Informal investigation
Formal research planning.
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Scientific
method stages
Used during the
following marketing
research steps
Prediction of the
future (action
implications)
Situation analysis
Information
investigations
Formal research
Testing of
hypothesis
Formal research
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Characteristics Scientific Method Non-Scientific
Method
Objectivity of the
investigator
More objective –
results unbiased. More subjective –
results biased
Systematic
procedure
systematic manner haphazard
manner
Accuracy of measurement more accuratelymeasured cannot bemeasured
accurately
Continuing and
exhaustive nature of investigation
All facts are
considered. Evidencesupports conclusion.
Does not
consider all facts.No further
research Methods of analysis
and interpretation statistical techniques
to analyze data.
No Statistics-
qualitative data
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Difficulties in applying scientific
research methods in MR
Greater complexity of subject -marketing isvery complex and diverse – uncontrollablefactorsDifficulty of obtaining accurate measurements -customer’s responses likesatisfactory, very satisfactory are difficult
to measure Influence of measurement process onresults- tough to measure behaviour of
consumers
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Difficulty of using experiments to test
hypotheses- In marketing, experimentation is noteasy
Difficulty of making accurate prediction -
human
beahviour changes vary fast
Problematic objectivity of the investigator -Investigators may manipulate results rather thanpractically administering the questionnaire or conducting interviews
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Difficulties in applying research in
India
lack of scientific thinkinginsufficient interaction between the Universityresearch departments and business
establishmentsdo not have the confidence – information
research studies overlap
code of conduct does not exist
No timely and adequate assistance
In many cases published data is not available.