Download - Module 1 BRM
-
8/13/2019 Module 1 BRM
1/65
He who asks is a fool for five minutes, but
he who does not ask remains a fool forever.Chinese Proverb
Research
-
8/13/2019 Module 1 BRM
2/65
Business Research & Methods
Module 1
-
8/13/2019 Module 1 BRM
3/65
INVENTION: Ice Cream Cone
INVENTOR: Charles E. Menches, U.S., and an
anonymous lady friend; Abe Doumar, U.S. YEAR: 1904
HOW INVENTED: Menches was an ice creamsalesman at the Louisiana PurchaseExposition, the great fair in St. Louis, Mo.
Whenever Menches visited a certain ladyfriend, he brought a bouquet of flowers. Onone occasion, for a super date, he broughtflowers and an ice cream sandwich. Becausehis lady friend lacked a vase for the flowers,she took one of the sandwich layers andcurled it into the form of a vase. Then sherolled the other layer to contain the icecream itself--and the ice cream cone wasborn.
-
8/13/2019 Module 1 BRM
4/65
Research problem
I observed families riding ontwo-wheelers the fatherdriving the scooter, hisyoung kid standing in front of
him, his wife seated behindhim holding a little baby. Itled me to wonder whetherone could conceive of a
safe, affordable, all-weatherform of transport for such afamily," Tata said.
-
8/13/2019 Module 1 BRM
5/65
-
8/13/2019 Module 1 BRM
6/65
-
8/13/2019 Module 1 BRM
7/65
Mukesh Ambani says
Ensuring betterreturns to Indianfarmers andmanufacturers and
greater value for theIndian consumer,both in quality andquantity, will be an
integral feature ofthis project.
-
8/13/2019 Module 1 BRM
8/65
Syllabus
MODULE 1 (6 Hours) ResearchMeaning, types, criteria of good
research, marketing research, scientific
approach to research in physical andmanagement science, limitations of applying
scientific methods in business research
problems, ethical issues in business research.
-
8/13/2019 Module 1 BRM
9/65
What is Business Research?
A systematic Inquirywhose objective is toprovide information tosolve managerial
problems. Search for knowledge
Systematized effort togain new knowledge-
Redman & Mory
-
8/13/2019 Module 1 BRM
10/65
Research comprises of:
Defining problems
Formulating hypothesis
Collecting, organising, and evaluating data Reaching solutions and
At last testing the solutions to determine
whether they fit the formulated hypothesis
-
8/13/2019 Module 1 BRM
11/65
Why Managers need Better Information?
Global and domestic competition is
more vigorous
Organizations are increasingly
practicing data mining and datawarehousing
Increase in the complexity & risk
More knowledge exists in every field Stake holders are better informed.
The power & ease of todays
computers to analyze the data
-
8/13/2019 Module 1 BRM
12/65
Why Study Research?
1. Changes in business environment
2. Managers increased need for information
3. Explosive technology growth
4. Problems with mergers, trade policies, Savings &investment issues
5. Continuous innovations
Research provides you with the knowledge andskills needed for the fast-paced decision-makingenvironment
-
8/13/2019 Module 1 BRM
13/65
-
8/13/2019 Module 1 BRM
14/65
Manager-Researcher Conflicts
Managements limited
exposure to research
Manager sees researcher as
threat to personal status Researcher has to consider
corporate culture and
political situations
Researchers isolation from
managers
-
8/13/2019 Module 1 BRM
15/65
When Research Should be Avoided
1) When information cannot be applied to a
critical managerial decision
2) When managerial decision involves little risk
3) When management has insufficient
resources to conduct a study
4) When the cost of the study outweighs the
level of risk of the decision
-
8/13/2019 Module 1 BRM
16/65
Research is done through two methods
Arbitrary method
Seeking answers to questions based onimagination, opinion, belief, or impression.
Ex. Earlier belief that Shape of the earth wasflat
Disadvantages
It is subjective Finding varies form person to person.
It is vague & inaccurate
Method 1
-
8/13/2019 Module 1 BRM
17/65
Research is done through two methods
Scientific Method
Method yields same results when repeated
by different people.
Is a systematic step by step procedure
following the logical process of reasoning.
Encourages doubts & criticism so that what
emerges is the real evidence.
Method 2
-
8/13/2019 Module 1 BRM
18/65
Steps in scientific methods
1. Observation
2. Formulation of hypothesis
3. Future predictions4. Testing the hypothesis
Ex. Researcher conducts a market
research for a client manufacturing
women's jeans pant & tops
-
8/13/2019 Module 1 BRM
19/65
Advantages
1. Objective2. Precise & arrives at
conclusions on the
basis of verifiableevidences.
3. Method is free from
personal beliefs,attitudes & values.
-
8/13/2019 Module 1 BRM
20/65
-
8/13/2019 Module 1 BRM
21/65
Basis of scientific method
Relies on empirical evidence ( data collectedthrough observation or experiment)
Use of relevant concepts
Commitment to objectivity
Ethical neutralityTrue & accurate statements Does not pass normative judgments( Good or
bad)
Generalization
Verifiability- Conclusions can be verified ExAtom originally was considered to be indivisible
Logical reasoning process -Based on reasoningprocess.
-
8/13/2019 Module 1 BRM
22/65
Logical reasoning process
Consists of Induction & Deduction. Induction- draws conclusions from one or
more particular facts.
It is a process of reasoning where by we arriveat universal generalizations from particular
facts.
Studying individual cases & drawinggeneralizations
Ex. Test marketing of a new product
-
8/13/2019 Module 1 BRM
23/65
Induction
It involves twoprocesses
1.Observation2.Generalisation
Ex. If it is observed thateducated girls haveexpensive habits onemay conclude that all
educated girls haveexpensive habits.
-
8/13/2019 Module 1 BRM
24/65
Deduction
Is a form of inference that purports to be conclusive Is the process of drawing generalizations through a
process of reasoning on the basis of certainassumptions which are self evident or based on
observation. Deduction can give conclusive evidence.
Ex.1: Dr. Shekar is an adult.
All adults are eligible to vote. Dr Shekar is eligible to vote.
Ex.2:All products manufactured by TATA are good
Nano car will also be good
-
8/13/2019 Module 1 BRM
25/65
Difference between Scientific method & Non-
scientific methods
Scientific method
1. More objective
2. Hypothesis can be
verified with the help
of statistical principles
3. More precise,
measurement &numerical analysis can
be done.
Non-scientific method
1. More subjective
2. Opinion differs from
person to person.
3. Measurement &
numerical analysis can
not be done
-
8/13/2019 Module 1 BRM
26/65
-
8/13/2019 Module 1 BRM
27/65
Difficulties in applying Scientific method in
marketing
Role of Investigators
Marketer is expected to be objective in hisinvestigation.
He can manipulate the data which is acceptable to
clients Inaccuracy of measuring instruments
Information is qualitative Ex. Brand preference
Influence of measurement
Human beings responses, behavior undergoeschange.
Time pressure
-
8/13/2019 Module 1 BRM
28/65
Difficulties in applying Scientific method in
marketing
Scientist can measure the minute changes in the lab.& is sure of the accuracy of the measurement.
Market researcher has to deal with aspects like attitude ofconsumers, changes in their preferences & their impact on
the consumption of a given product.
The instrument of measurement is questionnairewhich is can not give high degree of precision.
Questionnaire is used by many interviewers
Information collected by them will have different degreesof accuracy.
-
8/13/2019 Module 1 BRM
29/65
Difficulties in applying Scientific method in
marketing
Scientific method is continuous & unending
processleading to the accumulation of
systematic knowledge.
Marketing research is problem solving &
problem oriented research.
Focus of investigation is narrow.
It is an exhaustive study.
-
8/13/2019 Module 1 BRM
30/65
-
8/13/2019 Module 1 BRM
31/65
Difference between Research in Social
science & Physical science
Physical science
Is objective in nature
Complete documentationof data and methodologyavailable for carefulscrutiny by otherscientists andresearchers.
Experiments areconducted to quantify theresults
Social science
Social scientists usedifferent methods in orderto describe, explore and
understand social life.Subdivided into twobroad categories.
Quantitative methods
qualitative methods
-
8/13/2019 Module 1 BRM
32/65
Characteristics of Researchi. Research is systematic, structured & critical investigation
into a phenomenon.ii. It is not a mere compilation but a purposive investigation
iii. It aims at describing interpreting & explaining aphenomenon.
iv. It adopts a scientific method.v. It is objective, logical, applies possible tests & arrives atconclusions
vi. It is based on observable experience or empirical evidence.
vii. Research is directed towards finding answers to pertinent
questionsviii. It emphasizes the development of generalisation,principles
or theories.
-
8/13/2019 Module 1 BRM
33/65
Objectives of Research
1. To gain familiarity with a phenomenon or to achieve
new sights in to it
2. To determine the frequency with which some thing
occurs3. To test a hypothesis of a casual relationship
between the variables
4. To portray accurately the characteristics of a
particular individual , situation or a group.
5. To find answers to various types of questions why,
where, how, what
-
8/13/2019 Module 1 BRM
34/65
Objectives of Research
6. Research unravels the mysteries of nature
7. Research establishes generalizations & general laws& principles.
6. Ex. Law of gravitation, law of demand, principlesof organisation
8. Aims at finding solutions to problems
9. Aims at developing theories, concepts & principles
10. Research aids planning & thus contributes tonational development
-
8/13/2019 Module 1 BRM
35/65
Criteria for good research
The purpose shouldbe clearly defined.
The researchprocedure used
should be described indetail to permitanother researcher torepeat the research
for furtherdevelopment.
-
8/13/2019 Module 1 BRM
36/65
Criteria for good research
Procedural design of the research should be carefully
planned to yield the results that are objective as for aspossible.
The researcher should report with complete frankness,
The analysis of the data should be sufficiently adequate
to reveal its significance. Researcher should be experienced & a person of
integrity.
Method of analysis should be appropriate.
The validity& reliability of data should be checked
carefully.
Conclusions should be confirmed to those justified by the
data of the research.
-
8/13/2019 Module 1 BRM
37/65
Types of Research
-
8/13/2019 Module 1 BRM
38/65
1.Applied research ( Action Research)
It aims at finding a solution for an immediateproblem facing a society or an organisation.
1. Teacher finds that most of the students are weak incomprehension
2. A teacher innovates a method to improve the abilityof the students.
3. Marketer studying the profitability of two or moreproducts.
4. Developing a new market for the product.
-
8/13/2019 Module 1 BRM
39/65
2.Descriptive Research
It includes surveys & fact finding enquiries.
It is concerned with describing the state of affairsas it exists at present.
Ex. Trends in the consumption of soft drinkswith respect to socio-economic characteristicssuch as age, family, income education level,profession.
Employs any or all the methods of data collection. Ex, Questionnaire, Interview, observation
-
8/13/2019 Module 1 BRM
40/65
3.Fundamental Research
Concerned with generalizations & with the
formulation of a theory.
Ex. Research concerning natural phenomenon or
relating to pure science, Human behaviour inorder to make generalizations.
-
8/13/2019 Module 1 BRM
41/65
4. One time research & Longitudinal
research
Is a correlational research study that involves
repeated observations of the same variables
over long periods of time often many
decades.
Is a type of observational study.
Are often used in psychology to study
developmental trends across the life span, andin sociology to study life events throughout
lifetimes or generations.
-
8/13/2019 Module 1 BRM
42/65
5.Exploratory research
This type of research is carried out at the
beginning when the problem is very vague.
To provide insights and understanding.
Ex. Sales decline
-
8/13/2019 Module 1 BRM
43/65
6.Historical Research
It is that which utilizes historical sources like
documents, letters.
Autobiographies, monuments, remains,
paintings in order to establish facts & draw
conclusions concerning the past.
Ex. Investors in the share market study past
records or prices of shares
-
8/13/2019 Module 1 BRM
44/65
7. Ex post Facto research
In social research, the Ex post Facto research
term is used.
He has no control over variables.
He can only report what has happened or
what is happening.
Ex. Preferences of people.
-
8/13/2019 Module 1 BRM
45/65
8.Quantitative Research
Refers to the systematic empirical investigation
of social phenomena via statistical,
mathematical or computational techniques.
Objective of quantitative research is to
develop and employ mathematical
models, theories and/or hypotheses pertaining
to phenomena.
-
8/13/2019 Module 1 BRM
46/65
-
8/13/2019 Module 1 BRM
47/65
10. Comparative Research
The research aims at comparing the institutions,practices, concepts, trends in economic variables.
Ex. Customer service in different banks
Model Building research
Mostly done in the field of management.
Model is constructed to show the relationshipamong many variables.
Ex. Advertising models, Consumer behaviourmodels
-
8/13/2019 Module 1 BRM
48/65
11.Operations Research
The method of research to solve problems
using scientific methods & quantitative
techniques
Ex. Construction of flyovers
-
8/13/2019 Module 1 BRM
49/65
12.Library Research
Conducted with the help of written materials
located in big libraries.
Concerned with the evolution of theories,
study involving cause & effect relationship &
seeking out significant facts & interpretation
of the past data.
-
8/13/2019 Module 1 BRM
50/65
-
8/13/2019 Module 1 BRM
51/65
Significance of Research
All progress is born of enquiry. Doubt is betterthan overconfidence. For it leads to inquiry and
inquiry leads to invention.
Research inculcates inductive thinking and it
promotes development of logical thinking .
Several complex business problems can be solved
through research
It provides the basis for all govt. policies
Important for social scientists in studying the social
relationships and to seek answers for social
problems
-
8/13/2019 Module 1 BRM
52/65
Significance of Research
Operational & planning problems ofbusiness & industry can be solved with the
help of research.
For students- A career Professionals- Source of livelihood
Literary men & womenDevelopment of
new styles & creative work.
Philosophers Analysts & intellectuals-
Generalization of new theories.
-
8/13/2019 Module 1 BRM
53/65
thics
-
8/13/2019 Module 1 BRM
54/65
What are Research Ethics?
Ethicsare norms or standards of behavior that
guide moral choices about our behavior and
our relationships with others
The goal is to ensure that no one is harmed or
suffers adverse consequences from research
activities
-
8/13/2019 Module 1 BRM
55/65
Ethical Treatment of Participants
Rights of the participants should be protected. Guidelines to be followed by the Researcher
Begin data collection by explaining to the
participant the benefits expected from theresearch
Explain to the participants that their rights and
well-being will be adequately protected, and
say how this will be done
Be certain that interviewers obtain the
informed consent of the participant
-
8/13/2019 Module 1 BRM
56/65
Deception
Deception occurs when the participant is toldonly part of the truth or when the truth is fully
compromised.
Two reasons for deception
To prevent biasing the participants before the
survey or experiment
To protect the confidentiality of a third party (
sponsor)
The benefits to be gained by deception should be
balanced against the risks to the participants.
-
8/13/2019 Module 1 BRM
57/65
Issues Related to Protecting Participants
Obtain Informed consent from participants Debriefing- Explanation of deception,
Description of hypothesis, goal or purpose of
study to participants, post study sharing ofresults with the participants.
Right to Privacy/ConfidentialityGuarantee of
confidentiality must be given to the
participants.
-
8/13/2019 Module 1 BRM
58/65
Ethical Issues related to the Client
Sponsor non-disclosure- Some clients wish to
undertake research with out revealing
themselves.
Purpose non-disclosure- Researcher has to
protect the purpose of the study.
Findings non-disclosure
-
8/13/2019 Module 1 BRM
59/65
Right to Quality Research
This right entails
Providing a research design appropriate for the
research question.
Maximizing the sponsors value for the resourcesexpended.
Providing appropriate data handling and reporting
techniques for the data collected.
-
8/13/2019 Module 1 BRM
60/65
Ethics Related to Sponsor
Sometimes researchers will be asked by sponsors to
participate in unethical behavior.
To avoid coercion by sponsor the researcher should:
Educate sponsor to the purpose of research Explain researchers role
Explain how distortion of the truth leads to future
problems If necessary, terminate relationship with sponsor
-
8/13/2019 Module 1 BRM
61/65
-
8/13/2019 Module 1 BRM
62/65
Rights of the Respondents
Rights of the respondents Information collected for the MR should not be
misused for any other purpose.
Respondents should not be forced to answer aquestionnaire.
Information should be kept confidential.
Respondents should be given the opportunity tothink & answer the questions that are of personalnature.
It is the responsibility of the market researcher toaccurately reflect the respondents replies in hisreport.
Difference between Research methods &
-
8/13/2019 Module 1 BRM
63/65
Difference between Research methods &
Research Methodology
Research methods refer to techniques that
are used for conducting research
Ex: Observation, Questionnaires, interviews, Analysis
of historical records, Case studies
Research methodology is a way to
systematically solve the research problem.
-
8/13/2019 Module 1 BRM
64/65
Research Methodology
It is a way to systematically solve the researchproblem.
It is a science of studying how research is donescientifically ( step by step)
Researcher needs to know not only the methods &techniques but also as to how to use relevantmethod at the appropriate time
Ex researcher in designing a building
Research methodology has many dimensions &methods only constitute a part of the researchmethodology.
-
8/13/2019 Module 1 BRM
65/65
End
Thank You