res. method final

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RESEARCH METHODS IN

MANAGEMENT



Course Contents:

� SECTION -I

� INTRODUCTION TO RESEARCH

METHODS IN MANAGEMENT :� 1. Meaning, Nature, Scope, Significance,

� uses and limitations.

� 2. Interaction between Management and� Research.



� 3. Scientific Method and Research

� Process.

� 4. Problem formulation and statement of � Research objectives.

� SECTION ± II

� RESEARCH DESIGN & METHODS OF

� DATA COLLECTION :

� 1. Research Designs ± Exploratory Res.



� Descriptive Research, Experimental

� Research designs.

� 2. Basic Methods of Collection of Data;� Observation and Survey Method.

� 3. Search of Secondary Data.

� 4. Questionnaire Design.

� 5. Attitude Measurement Techniques.

� 6. Administration of Surveys.



� SECTION - III : SAMPLE DESIGN.

� 1. Sampling Concepts- Sampling -

� Different Methods of sampling.� 2. Sample size decisions.

� SECTION - IV : DATA ANALYSIS.

� 1. Data processing- Editing, Coding,

� Classification, Tabulation, and Cross

� Tabulation.



2. Techniques of Data Analysis

3. Hypothesis Testing.

4. Tests of significance and analysis of

associations.

5. Advanced Techniques for data analysis.

SECTION - V :INTERPRETATION AND

REPORT WRITING:1. Meaning of Interpretation.

2. Significance of Report Writing.



� 3. Layout of the Research Report

(contents or chapters)

� 4. Precautions for Writing Research� Reports.

� 5. Research Applications

� In addition to above, there will beappropriate number of sessions for survey

purpose.



REFERENCES:

� 1. Kothari C.R., Research Methodology,

New Age International Publishers, New

Delhi, 2009 edition.

� 2. Choudhary C.M., Research

Methodology, RBSA Publishers, Jaipur.

� 3. Rajendra Nargundkar, ³ Marketing

Research ± Texts and Cases´- Tata

McGraw Hill Publishing Co. Ltd. 2002.



� 4. Aaker Kumar, Dey ³MarketingResearch´ , Seventh Edition, John Wileyand Sons Inc.

� 5. Cooper Schindler ± ³BusinessResearch Methods´, Sixth Edition, TataMcGraw Hill.

� 6. Boyd, Westfall, Stasch, ³MarketingResearch, Text and Cases´ SeventhEdition , AITBS, New Delhi, 1996.



� 7. Luck-Rubin, ³Marketing Research´,

Sixth Edition, Prentice Hall of India, Tull &

Hawkins, Fifth edition, Maxwell

Machmillan International.

� 8. Richard I. Levin, David S. Rubin,

³Statistics for Management´, Prentice Hall,

India.



� INTRODUCTION TO RESEARCHMETHODS IN MANAGEMENT.

� 1. MEANING & DEFINITION OF

� RESEARCH.

� 2. NATURE OF RESEARCH.

� 3. USE OF RESEARCH.

� 4. LIMITATIONS IN RESEARCH.



MEANING OF RESEARCH:

� - Research in general refers to a search

for knowledge.� - Finding solution to a problem is a

research.

� - Research is an Art of scientificinvestigation.



DEFINITIONS BY AUTHORS:

� 1. As per Webster¶s Dictionary:

� ³ A careful critical inquiry or

examination in seeking facts for

principles, careful investigation inorder to ascertain something´.



� 2. As per Advanced Learner¶s Dictionary

of Current English:--

³ A careful investigation or inquiry

specially through search for new

facts in any branch of knowledge.´



� 3. As per Redmon and Mory:

³Systematized effort to gain newknowledge is known as research.´



� Research always starts with a question or

a problem.

� Its purpose is to find answers to questionsthrough the application of the scientific

method.

� It is a systematic and intensive study

directed towards a more complete

knowledge of the subject studied.



� Research is based on some facts or on

problems.

� For doing research collection of data andprocessing of data is done to know the

results.

� The search for knowledge through

objective and systematic method of finding

solution to a problem is called Research.



� Research can be classified into two broad

categories:

� (1) Basic Research, and� (2) Applied Research.

� Basic research is sometimes called

µfundamental¶ research or µtheoretical¶research, or µpure¶ research.



� Applied Research, which is also called

µdecisional¶ research, on the other hand,

proceeds with a certain problem and it

specifies alternative solutions and the

possible outcomes of each alternative.



SALIENT FEATURES OF

RESEARCH:

� (1) objective of Research:

� The objective or purpose of anyresearch is to find out facts. On thebasis of facts inferences (conclusions)are drawn. Ultimately the real situationis known through Research.

� (2) Reliability and Validity:� Truth is the foundation of

Research. This can be established on



� the basis of facts and evidence. Evidence

is based on sufficient and reliable data.

The reliability and validity can be attained

when the error of sampling is minimized.

� (3) Verification of Data:-

� Any conclusion drawn by a Researcher

is subject to the quality of verification.



� Verification pre-supposes thephenomenon of research being observedand measured.

� If a research is not based onobservation and measurement, theverification of data will not be possible andinferences (or conclusions) or findingsdrawn from such studies will not serve thepurpose.



� (4). Accuracy:-

� In any type of research study, censusor sampling methods are used.Researcher or Investigator should be well-versed with the techniques/methods usedfor collecting information or data.

� Complete accuracy can be attainedwhen standard tools are used for collecting, recording and analyzing the



� Information or data.

� (5) Impartiality:

� If the data are partial, it will lead to awrong information with wrong result.

� Thus, a research should be impartial

while collecting data. Partiality leads towrong information and it fails to give fruitful

results to the Investigator/Researcher.



� (6) Scientific Approach:

� Traditional (old) culture of researchwas different as compared with today¶smodern or scientific research.

� Today, scientific methods are usedin research to attain reliable results or

findings.� (7) Recording and Reporting:

� Every term used in research should



� Be well defined. Every procedure should

also be described in detail. Any limiting

factor should also be mentioned and taken

into account. Various references used

(i.e. Books, periodicals, journals, Articles,

web-site etc.) in research should be

carefully and systematicallydocumented/recorded. Results of

research should be properly recorded.



� Conclusions and generalizations

should be drawn with due care with the

limitations of Methodology and data

available for research.

� All these data can be used as a source

of investigation for further research, in

future.



TYPES OF RERSEARCH:

� 1. Descriptive and Analytical Research

� 2. Applied and Fundamental Research

� 3. Qualitative & Quantitative Research� 4. Conceptual and Empirical Research

� 5. Survey and Evaluation Research

� 6. Other types of Research.



DESCRIPTIVE vs. ANALYTICAL

RESEARCH

� Descriptive Research includes Surveys

and Fact-finding enquiries of different

kinds.

� The purpose of DR is to know the present

state of affairs as it exists at present.

� The main characteristic of this method is

that the researcher has no control over the

variables.



� Researcher can report- what has

happened or what is happening.

� Examples: (i) Frequency of shopping;� (ii) Preferences of people.

� Method of Descriptive Research is Survey

methods (all methods of surveys).� - Survey may be for comparison of two

items.



� - Survey may be for finding correlation between

two items.

� Example:- Age group of MBA students of Two

Institutions.

� Age group of Male or Female students in one

Institution.

� In Analytical Research, the researcher has touse facts or information which is already

available with him and he has to analyze



� those facts (or data) or information to

make a critical evaluation of the material.

� Example: There are 60 students inPGDBM. Facts available is about their

qualification i.e.

B.Com./B.Sc./B.V.Sc,/B.A./B.E./B.Pharm.

� Researcher can analyze these data as

under:-



� Stream No. Ist IInd Percentage

� 1. B.Com. 30 25 5 50%

� 2. B,Sc. 23 20 3 39%� 3. B.V.Sc. 2 1 1 3%

� 4. B. Pharm. 1 1 - 2%

� 5. B.E. 2 2 - 3%

� 6. B.A. 2 2 - 3%

� ----------------------------------------------------

� 60 51 9 100

� ----------------------------------------------------



2. APPLIED vs. FUNDAMENTAL

RESEARCH

� Applied Research means action research.Fundamental Research means basic or pure research.

� Applied research aims at finding a solutionfor an immediate problem facing a societyor an industries/business organization.

� Fundamental research is mainlyconcerned with generalizations or withformulation of a theory.



� Collecting data for knowledge is pureresearch.

� Example: Going to Bharatpur at Ghana

Bird¶s Century. Observing and collectingdata on different types of Birds, their size,Shape, colour, habits, nest, taking photoetc. is known as fundamental research.Differentiating between Local & migratedBirds.



� Research concerning some natural

phenomenon is known as fundamental

research.

� Other examples can be:

� - (i) Human Behaviour

� - (ii) Human Habits� - (iii) Human Psychology

� - (iv) Human Priorities.



� Applied Research:

� Where research is connected withEconomic, Social, Political ,Business

problem and certain solution to theproblem is done, it is known as AppliedResearch.

� The aim of applied research is todiscover a solution for some pressingpractical problem.



Examples:

� (i) Liking of people about a particular

Newspaper - Rajasthan Patrika

� - Dainik Bhasker - Times of India� - Dainik Nav Joyti - Hindustan Times

� - Nav Bharat Times - Economic Times

� (ii) Liking of Society about someconsumer products :

� (i) Buiscuits: Britania, Marie Gold etc.



� (ii) Shoe Company: Bata, Reebok, CSC,

� (iii) Motor Cycle : Suzuki, Rajdoot,Honda,

� Splender, Bullet etc.� (iv) Ghee/Butter : Saras, Amul, Anik,

� Krishna, Milk-food, etc.

� (v) Political Party : Congress, BJP, DMK,� JD, Lok Dal, others.



� Liking of consumer products may be :

� - About Quality,

� - Size/Colour � - Price/Cost

� - Taste/Flavour

� - Packaging� - Comfort etc.



3. QUANTITATIVE vs.

QUALITATIVE RESEARCH

� Quantitative Research is based on thenumber or measurement of quantity or amount. It can be expressed in terms of

quantity say 10,20,50,100,1000 and so on.� Qualitative Research is concerned with

quality phenomenon. Research studyrelating to Quality or kind of Material isknown as Qualitative Research (based onits performance).



� Quality may indicate --

� Desires, Motives, Opinion, or Attitude.

� QR also study the reasons for HumanBehaviour and liking and dis-likings havereasons for it. Example : Organic andInorganic Foods( Vegetables & Fruits),

Free from Chemicals.� Thus, QR is also known as Motivational

Research.



� How people feel or what they think about a

particular subject matter or institution is also a

qualitative research.

� Example: There are many ManagementEducation Institutions in Jaipur and

� - What do you think about IRM, and other Instt.

� - What do you compare about IRM with others.� - How do you rate IRM with other Institutions.



� People think about quality of the subjectmatter.(Faculty, Library, Teaching, etc.).

� It may be a product or may be an

Institution.(Popular for Placements).� Here, the Behaviour of Consumer(user) is

reflected. So the Human Behaviour is

directly connected with quality of things.� People have liking and disliking about a

particular thing based on their behaviour.



� Due care is required to be taken in Qualitative

Research.

� 4. CONCEPTUAL vs. EMPIRICAL

RESEARCH:

� Conceptual research is based on some

theory which is existing and is in practice. So

whatever theory is existing ± further research is

done to know new concepts in it. Fresh opinion

may be taken on any past studies, will be CR.



� Re-interpretation on existing theory is

made under Conceptual Research.

� Empirical Research( Data based) isbased on Experiments or observation or

experiencing something. It is data-based

research, with conclusions which are

capable of being verified by observation or by experiments.



� For Example: Concept & Theory says

that Maruti 800 Car can run at a speed of

120 km/hour. (M/Cycle :90km in a litre).

� By using the Car on experimental basis or

test drive basis, the speed can be

observed and verified or further

improvement can be done by changing themechanism or change in fuel combination.



5. OTHER TYPES OF

RESEARCH:

� (a) Laboratory Research (For testing

Chemical or other reactions on something.

� (b) Diagnostic Research (to know

causes/investigating the reasons). Blood Test toknow the sugar and other contents (clinical

Research).

� (c) Historical Research (Documents, structure

etc. or ideas of the past. Forts, Monuments,

Sculptures, Coins, manuscript etc.



RESEARCH APPROACHES:

� There are different approaches or methods of doing research. There areTwo Basic Approaches in Research:

� (A) Quantitative Approach.� (B) Qualitative Approach

� (A) QUANTITATIVE APPROACH:

� (i) It involves generation of Data inquantitative form. Data can be analysed invarious forms and findings may arrive at.



� (ii) Characteristics of data & their relationship of population is find out.

� (iii) Generally, in Quantitative Research

± Survey is done & sample of population isstudied. (Liking of Coca-Cola/ Pepsi).

� (iv) Literacy level, Average number of

persons in a family, are quantitative.� (iv) Survey can be done throughquestionnaire/Observation method.



� (B) QUALITATIVE APPROACH:

� Qualitative approach of Research is

undertaken to know :-

� (a) Attitude of population (about use of someproduct Say : Colgate Toothpaste);

� (b) Opinion of population (about any political

party or group of people);� (c) Behaviour of population (about some

product e.g. T.V./Fridge/WM/Vehicle).



� In all above approaches interview or depth

interview of a focus-group (identified

persons) is taken.

� SIGNIFICANCE OF RESEARCH:

� Significance means importance or

usefulness of research.

� Why Research ? Or

� What is the use of Research?



� The Answer is ±

� Research is used to solve the problems in

the Society/Business/Govt. Organization.� By the use of Research, operational

problems of Business/Govt. is solved.

� Research helps in forming Economic

Policy for both ± Govt. and in Business.



� Needs & Desires of the people are known

through Survey and Research. Then,

Govt. look at the availability of

Resources/Revenues to meet the needs of

the people.

� NEEDS MAY BE :

� -Need of Buses on a particular rout.

� -Availability of Food-grains for public.



� - Need of Road, Water Supply by Govt.

� - Need of Market in the Colonies (HB).

� - Need of Dairy Booth for Milk Supply.

� - Need of School/College/ Tech.Edu.Ins.

� - Any other need of Public/Business.

� For all above needs, the Govt. sees the

availability of things and funds.� The cost of needs is assessed.



� Probable income/revenue generation isalso looked into. (Charges/Taxes)

� Through Research, alternative policies can

be decided that which activity/need will befulfilled by whom i.e. by Govt. or by PrivatePeople or under Public-Private-Partnership (PPP).

� For Example: To run Roadways/Hospitals

� Or Collection of Electricity/Telephone Bills.



� Economic Activities are undertaken by Govt. on

the basis of Surveys & decisions are taken by

Govt. for Public interest. (Collection of Bill

through e-Governance system)� Like wise for Business activities, Govt. allows to

business people to do an Economic Activity.

� For Example: (i) Procurement of Food-grain:

� -50% is done by Govt./Govt. Agencies &

� -50% is done by Private Business people



� (ii) Construction of Houses:

� - 50% is done by Govt. Agencies;

� Housing Boards, HUDCO,UIT/JDA

� DRDA or Gram Panchayat etc.

� - 50% is done by Private Builders or

� .Cooperative Societies.

� (iii) Educational Institutions:

� - Govt. & Private both are doing.



� (iv) Generation of Electricity & Distribution

� to public:

� -Both Govt. and Private Sector is doing.

� (v) For distribution of Cooking Gas the Govt.� have given this work to Private Agency.

� - For other activities also the Govt. andPrivate sector is engaged in all types of

Economic Activities for public. The needs areidentified through Research i.e. surveymethod.



� Research has its special significance in

solving various operational and planning

problems of Business and Industry.

� MARKET RESEARCH is done :-

� - For Development of Market,

� - For Business Decisions,

� - For Policy Formulation for purchase,

� production and sales of some product.



�

� SOCIAL RESEARCH



� Social relationship and Problem include :-

� (a) Study of Child Care & Developmentespecially in Rural or Backward areas.

� (b) Study of Mother & Child Care(especially for pregnant lady and infant).

� (c) Health Care and Nutritional Diet in

Rural area.� (d) Primary Education in Rural Area.

� (e) Livelihood generation activities



� IMPORTANCE OF RESEARCH:

� 1. Research is important in solvingoperational problems of Govt. as well as

that of Business Houses.� 2. Research plays an important role in

framing Economic Policy of the Country

which may be related to :-� - (a) Agricultural Production.

� - (b) Price Policy of Commodities.



� -(c) Distribution of Essential Commodities

� -(d) Import-Export Policy.

� -(e) Industrial Policy.� -(f) Economic Reforms through

� Privatization.

� -(g) Public and Private Participation Policy� -(h) Employment Perspective (areas)



� -(i) Poverty Reduction Programme.

� -(j) Taxation Policy.

� 3. Research gives basis to Govt. for takingdecision for development of Big and small

Industries, Farming Development, Size of

Defence Services (increasing number of

Soldiers etc.),or any important area of Development.



� 4. Market Research gives information to

Business and Industry to take decisions

for production & Sales i.e. Market

Behaviour (about liking & disliking of Product by public).

� 5. Research provides information (various

factors) related to Future Demand of aproduct in Business.



� 6. Business Research shows ± Need of changein Budgting, affecting Profit & Loss based onSales estimates.

� 7. Business Research gives informationregarding forecasting of Sales of a product or services (e.g. Sale of Maruti Car or Honda Motor Cycle.

� 8. Research is important for Social Scientists instudying relationships & seeking answers tovarious Social Problems.



� 9. Research is important for Ph.D.students or Research Scholars or students

of Management.� 10. Research is important for

Philosophers, and thinkers for writing newideas & insights for public.

� 11. Scientific Research is important for development of Nation in all areas.



� Thus, Research is the fountain of

knowledge for the sake of knowledge to

solve different business/Governmental and

Social Problems.

� =======

� DIFFERENCE BETWEEN Research

Methods (or techniques) and ResearchMethodology:



RESEARCH METHODS

� Research Methods are all those

methods/Techniques which are used for

conduct of Research.

� The methods used in performing research

operations are known as Research

Methods.

� Research Methods can be divided in 3groups:



� Group I : COLLECTION OF PRIMARYDATA

� Those methods which are connected with

the Collection of Data. (for collection of Primary Data).

� Primary data are collected wheresecondary data are not sufficient to arriveat the required solution of a problem.

� Group II: ANALYSIS OF DATA.



� This group consists of those statisticalTechniques which are used for establishing relationships between the

data and the unknowns (Mean, Mode etc.)� Group III: TESTING OF ANALYSED

DATA:

� It consists of those methods which areused to evaluate the accuracy of theresults obtained( T-test, Z Test, Chi-Sq.).



� Methods falling in Group II and III (above)are generally taken as Analytical Toolsof Research.

� RESEARCH METHODOLOGY:� It is a way to solve the research

problem systematically. RM includes theuse of various tests, calculation of Mean,Mode, the Median or the StandardDeviation, or Chi-Square Test.



� Only relevant research method/s should

be used and applied in research.

Researcher should also know

assumptions, and their use.

� Research Methodology may differ from

one problem to other problem (Study).

� For selecting any Research Method, theresearcher has to give reasons for it.



� Research Methodology has manydimensions and Research method/sis/are a part of Research Methodology.

� Research Methodology is a wider term ascompared with Research methods.

� In Research Methodology, we mention firstabout Research Methods, along with itslogic. We also explain that why we areusing a particular method/technique.



� Certain Question and Answer will make

more clear about the Research

Methodology, as under :-

� Q. 1. Why a Research Study has been

undertaken ?

� Ans. The objective of study should be

highlighted. It may be a comparativestudy. (Any two or more products/Brands)



� Q. 2. How the Research Problem has beendefined ?

� Ans. : What has been done in past and what

scope of study exists, is required to behighlighted.

� Q. 3.: In what way and why the Hypothesis hasbeen formulated ?

� Ans. : To study and compare two area may bethe hypothesis (Purpose of study/Basis of study).



� Q. 4. Which data have been collected out of

many ?

� Ans. : We can say that 10% data have been

collected on sampling basis.� Q.5 : Which particular method has been

adopted/selected ?

� Ans.: We can say-Random sample/Cluster

sample/Systematic/Deliberate/Area sample

method has been selected (with reason).



� Q.6. Why particular technique of Analyzing datahas been used ?

� Ans. :We can say about

Mean/mode/median/Standard Deviation /Z-Test/T-Test/Chi-square Test have been used(with reasons).

� SCIENTIFIC METHOD OF RESEARCH:� 1. It is based on Numerical data evidence.



� 2. It is based on certain Objective only.

� 3. It aims at making adequate and correct

statements (information) about populationobjects (Targeted population-Rural/Urban) ).

� 4. It gives results on probable predictions.� 5. Its methodology used is known to all.

� 6. It can formulate Scientific Theories.



RESEARCH PROCESS

� Research process is also known as Steps

in Research.

� Research process consists of series of

actions or steps necessary to carry out

research.

� Research process guides a researcher to

conduct research in sequence.



Research Process in Flow Chart

� I Define Research Problem (object of study)

� 2. Review the Literature

(a) Review concepts & Theories

(b) Review previous research findings

� 3. Formulate Hypothesis (what you want

� to do- mention here).

� 4. Design Research (including sampledesign)



� 5. Collect Data (execution of research)

� 6. Analyze Data (Test hypotheses,if any)

� 7. Interprete the Data and Prepare Report

�



� USEFUL PROCEDURAL GUIDELINE

REGARDING RESEARCH PROCESS IS

AS FOLLOWS:

1. Formulating the Research Problem

2. Extensive Literature Survey

3. Developing the Hypothesis

4. Preparing the Research Design



� 5. Determining sample Design

� 6. Collecting the data

� 7. Execution of the project work.� 8. Analysis of data

� 9. Hypothesis Testing

� 10.Generalizatin and Interpretation� 11.Preparation of the report or



� - See that it is feasible to study the

problem or subject matter you have

selected for study.

� - Two steps are involved here (in

formulating the research problem:

� (a) Understand the problem thoroughly,

� (b) Rephrasing (or re-defining) the same

into meaningful terms.



� Thus, discuss the issue with friends andyour Faculty Guide, and the AdministrativeHeads of Institution/Company/Corporate

House etc. where you will conductResearch Work.

� You are required to read two types of Literature : (a) Conceptual Literature

(theory based) and (b) Empirical Literature(Studies made earlier on the subject).



� So, check-up Statement of Objective

(Title of your Research) because it will

determine the data which are to be

collected.

� 2. EXTENSIVE LITERATURE SURVEY:

� Collect the literature available from

Books, Reports, which is relevant to your study.



� DESIGNING THE RESEARCH

METHODOLOGY:

� Research Methodology depends on TWO

FACTORS:

� (1) Target Population ( Urban, Semi-

urban or Rural).

� (2) Importance of decision which will be

taken based on the Research.



� Major parts of Research Methodology are:

� 1. Research Method ±(method to be used

� for data collection).� (a) Secondary Data (available record),

� Research starts with secondary data.

� (b) Primary Data: (ending research with� Primary data.



� Primary source (for data) may be :-

� (i) Customers

� (ii) Buyers

� (iii) Users/Consumers

� (iv) Dealers

� (v) Distributors

� (vi) Retailers

� (vii) Other Respondents



� 2. Sampling Plan.

� 3. Questionnaire Design.

� 4. Field Work-Plan� 5. Analysis Plan.

� Data collection from Respondents can be

done by many different methods. The

major methods, commonly used are:-

� (1) Survey Method,



� (2) Observation Method,

� (3) Experimentation method,

� (4) Qualitative &Quantitative Techniques.

� (5) Other Techniques or methods.

� 1. SURVERY METHOD:

± By Telephone (Advantage &

Disadvanatage ± Low cost but is fast) ± By Mail ± (It is a slow method & Time

consuming, non-respondents are more)



� Personal Interviews are the preferredmethod for doing surveys in India.

� Other methods (i.e. mail & Telephone)

may be useful ± will depend on targetpopulation and the objectives of theResearch.

� 2. OBSERVATION METHOD:

� - In this method consumer¶s behaviour isrecorded.



� - Recording can be done by noting on

papers by some other person, or

� - A video Camera can record a

customer¶s behaviour where he/she buys

a product ± say a Garment, then-

± PRICE, COLOUR, FABRIC may reveal his

facial expression i.e. Buying Behaviour.



� On the basis of video tap- one can

interpret for the purchase factors,

purchase behaviour, brand preference,

price and colour preference ± age factor also reflect behaviour.

� It gives more accurate information. It is an

expensive method.



� 3. EXPERIMENTATION METHOD:

� -It is a quantitative research method.

� - It involves more control over the cause

and effect when compared to surveymethod.

� -In experiments, we try to measure the

effect of one or more variables bychanging the level of some variables andmeasuring the effects.



� For Example: If an advertisement is

released in Newspaper and we measure

the brand awareness of the advertised

brand (of a product say- Mobile set)among a sample of target respondents ±

say in any area/colony. This type of

knowing would be termed as experiment.� Other Example: A product test could be



� designed as an experiment for any

product : For sale of different variety of

TEA or COFFEE, if consumers who are

coming for purchase of Grocery Items at aGrocery Shop, are served with free

sample of TEA or COFFEE. It will be an

experiment by the Company to know thetest of consumers for TEA or COFFEE.



� QUALITATIVE TECHNIQUES:

� When quantitative surveys are

inadequate, Qualitative techniques are

used to know the minds of respondents

(Public).

� Interviews with open-ended questions

are asked. Unstructured Questionsmay be asked to know his/her views.



� What do you expect from a Refrigerator ?

� What needs does it fulfill ?

� Here, the behavioural aspect of public is

known.

� Sample size in qualitative techniques is

usually small. It needs to be done by

experts only (Sociologist or Psychologist).



� 1. A Consumer Panel

� 2. Retail Audit

� 3. TV Audience Measurements.

� 1. A CONSUMER PANEL (List is there):

� (a) A sample of consumers is chosenfor keeping a record of what they buy in a

given period of time.� (b) What TV shows they watch in a

given period of time. Say between 7-9 pm.



� (c) They have to record this informationin a diary ( say on Daily/Weekly basis) andhand it over to the marketing research

agency for tabulation and analysis.� (d) The special feature of this is that the

sample remains the same for 1/3/6months or even sometime for one year.

� (e) Usually, there is a payment for beingpart of such a sample (for extra efforts ).



� 2. RETAIL AUDIT: (At retail outlet):

� A retail audit measures what brands aresold and their quantity is sold in a

particular period. It could be done weekly.In India, ORG is a company whichroutinely performs retail audits. It is ameasurement done at the retail level.

Locality-wise information of sale of aproduct can also be done.



� PLAN FOR SAMPLE, FIELD WORK AND

ANALYSIS:

� The next stage in Marketing research

study is the plan for :-

� 1. Sampling

� 2. Field work

� 3. Analysis.

� This work needs accuracy of the study.



� 1. SAMPLING PLAN : What will be sample

composition and size.

� What is total population (say 10,000)

� Take few percentage point as sample.� What is target population ( say 10%=1000)

� Two precautions should be taken to ensure a

good sample:

(a) Use a probabilistic (sample to be proving as true)

sampling technique which is not biased.



� (b) Try and divide the population to be

sampled into segments or strata :-

� (i) Users/non-users.

� (ii) Classes based on Age, income etc.

� (iii) Ensure that each segment gets

represented in the final sample

� Limitations, if any, should be taken care of.

1



1.

� FIELD WORK PLAN:

� 1. Decide the sampling centers (Cities,towns, area, colony/localities etc. (Rural)

� 2. Decode sample size for each City,town, area, colony/localities.(A, B, C, D)

� 3. Decide that who will do the field workfor collecting data. (Self/Employedworker)

� 4. Decide field area i.e. Homes, Offices,



� The Supervisor should brief the field workers

that how the data is to be collected.

� Briefing session is conducted where field

workers are required to be recruited (ontemporary basis) for field work. Mock

interviews are conducted as a part of practice

for collection of data in field. Questionnaires are

filled by the field workers.



� ANALYSES PLAN AND EXPECTED

OUTCOME:

� Analysis is based on the answers given to

questions in Questionnaire. Analysis planshould be prepared well in advance.

� There are normally two very basic kinds

of analyses in a Marketing Researchstudy. These are :



1. Simple Tabulation

2. Cross Tabulation.

1.SIMPLE TABULATION :

a) This involves counting the number of responses in each category for a question,and putting it in a frequency table form.

b) This can be used to compute percentages,

by dividing the number of responses by thesample size.

c) Simple tabulation is done for each question



in the questionnaire.

� 2. CROSS TABULATION :

� Cross tabulation is done when counting

simultaneously, answers to two or moredifferent questions on a questionnaire.

� While doing cross tabulation, it is alsonecessary that the two questions(variables) that we are cross-tabulatingmust be related to or associated with each



� Other. For instance, in the purchase of a

Bathing Soap- Question may be as under:

� How frequently respondents buy a Bathing Soap

? (once/twice/thrice in month)� Which fragrance of the soap is preferred?

(Reply may be :

Rose/Jasmine/Lavender/Sandle etc. etc.

� It is possible to compute cross tabulation datafor any two questions on a Questionnaire.



� BUDGET & COST ESTIMATION:

� There are three basic parameters for

estimating cost:� 1. Sample size.( small/big sample)

� 2. Geographical area and location of each

� respondents.� 3. Who will do the field work.



� If it is a industrial field work then Research

Executive from Industry will conduct field work

and it will be a costly affair.

� Whereas for consumer product or servicestudies, it is done by hiring temporary field

workers, which is a less expensive compared to

industrial field work.

� Travel cost, communication cost and dailywage is included in the cost of field work



� Along with Stationery cost.

� PRESENTATION, REPORT AND

MARKETING ACTION:

� After the Tabulation and Analysis is

completed, the next step is a presentation

of the major findings to the sponsor of the

study. This includes a presentation of allthe major Tabulations



� (frequency tables) and cross-tabulations inpercentage (%) terms.

� It may also include a summary of major

findings, and some recommendations.� A formal report usually follows the

presentation. This would normally containthe following:

� 1. Executive Summary

� 2. Table of contents



� 3. Introduction

� 4. Research objectives

� 5. Research methodology,

� - Sample design,

� - Field work plan and dates

� - Analysis/expected outcome plan� - Questionnaire copy (as annexure)



� 6. Analysis,

� - Simple Tabulation

� - Cross Tabulation

� - Any special analysis.

� 7. Findings

� 8. Limitations

� 9. Recommendations for action� 10. Bibliography/List of references. =====

DATA COLLECTION:



DATA COLLECTION:

� SOURCES OF SECONDARY DATA:

� Two sources : (i) Internal & (ii) External

� Internal source: within Firm

� Three major sources of External data are :� 1. Census Data and other Govt. Publications

� 2. Non-Governmental Publications.

� 3. Commercial Information ± Syndicated

services, Data bases (Reports of Industries).�



� (4). The best design which serves the

purpose/objective of research is selected.

� 1. Census Data & Govt. Publications:

� (a) Census data conducted every 10

years throughout the country (size of

population, Age, Sex, occupation, Income

etc. are given in it).� -Source: Registrar General of India.



� (b) Statistical Abstract India - Annually.� Source: Central Statistical Organization

(CSO) ± Indian Economy.

� (c) Annual Survey of selected Industries-

� Source: CSO ± Number of Units.� (d) Monthly Survey of selected Industries.

� Source: CSO.

� (e) Foreign Trade of India ± Monthly Statistics.

� Source: Director General of Coml.Intelligence



� (f) Wholesale Price Index- weekly All India

Consumer Price Index:

� Source: Ministry of Commerce and Industry

(Food Articles).� (g) Economic Survey ± Annual Publication

� Source: Deptt. Of Eco. Affairs, Mini. Of

Finance. (Growth in various sectors).

� (h) National Sample Survey (NSS) :

� Source: Min. of Planning (Social, Eco. Agr.etc).

Other Important Govt Publications:



Other Important Govt. Publications:

� 1. Basic Statistics Relating to IndianEconomy (By Planning Commission).

� 2. India Pocketbook of Economic

Information (By Ministry of Finance).� 3. Agricultural Situation in India (By the

Ministry of Food & Agriculture).

� 4. Reserve Bank of India Bulletin (By RBI)

� 5. Reports by all the Ministries for their relevant Sector/Areas.



� 5. Crop Survey ± Annual Reports.

� Source: ORG (Operations Research

Group).

� TWO BASIC METHODS OF

COLLECTION OF DATA:

� 1. Observation Method.

� 2. Questionnaire Method (or Survey

� method or Interview method).



� In observation method, the Respondent issimply observed and his actions arerecorded either by physically watching him

or through certain mechanical or Electronic device (Video Camera).

� QUESTIONNAIRE METHOD:--

� In this method, Respondent is

questioned directly about his attitudes,opinions and demographics.



� (iv) Less expensive than observation

� method.

� (v) It is very structured so chances of

� incorrect recording is less.

� (vi) A large number of respondents can be

� contacted from all over the country at

� the same time.



� (B) Disadvantages:

� (i) Respondents have reached to a

� level of saturation.

� (ii) Respondents might not respond� with the actual feelings or facts.

� (iii) Respondents may refuse to answer

� to certain questions.� (iv) His responses may be biased.

Observation method: Advantages:



g

� (i) The respondent is observed directly so

that no chances of bias.

� (ii) Willingness of the respondent is not a

problem because we can observe it.

� (iii) Social research studies are using

observation as the first step to understand

the behaviour of people (Rural, Urban etc.)� (iv) Studies involving plants, Animals, or



� Small Babies would have to opt for theobservation method (more suitable).

� Disadvantages:-� (i) Action of the respondent do not provide

any reasons for his behaviour or hisattitudes and opinion.

� (ii) It is expensive and time consuming toset up and undertake observation studies.



� (iii) The data collected is completely

dependent on skills of the observer and

the manner in which he records and

interprets them.� (iv) The studies are not very reliable or

valid since the same results might not hold

true for different observations or twosimilar respondents.



� (v) Very few respondents can be

contacted owing to time constraints.

Model MCQs



Q

1. The main purpose of research is :

(a) Expansion of Knowledge

(b) To solve any practical problem

(c) To suggest & provide alternative solutions(d) To provide final answers scientifically to

solve problem.



� 3. Research is understood as :

(a) Collection of data

(b) Systematic Collection of information.

(c) Identifying a problem

(d) Gathering information



� 4. As a researcher, identifying the

characteristic features of scientific method:

� (a) Direct observation of phenomena

� (b) Clearly define variables & method

� (c) Self-correction process

� ( d) All of the above



� 5. In a research process, scientific inquiry

is based on :

� (a) Thinking

� ( b) Reasoning

� (c) Research

� (d) None of the above.



� 7. Which research aims at enlarging the

boundaries of knowledge :

� (a) Applied Research

� (b) Basic Research.

� (c) Decisional Research

� (d) None of the above



� 8. If a research is designed to obtained a

preliminary investigation, it is known as :

� (a) Applied Research

� (b) Exploratory Research.

� (c) Conclusive Research




� 11. If a researcher wants to conduct a

field survey, which approach should he

follow:

� .(a) Sample Survey� (b) Census Survey

� (c) Population

� (d) All the above



� 12. The Survey Researcher is concerned

with :-

(a) Sampling

(b) Questionnaire Design

(c) Questionnaire Administration

(d) All the above.



� 16. The first step in the Marketing

Research is :-

� (a) Research Objective

� .(b) Problem Definition

� (c) Collecting information

� (d) Exploratory Research



� 17. The end product of an Exploratory

Research is :--

� (a) Research Objectives

� (b) More information

� . (c) A set of Hypothesis

� (d) More confusion



� 19. If the value of information is found tobe positive:

� ( a) The Researcher should go ahead

� with the research

� (b) Stop the Research

� (c) Conduct an Exploratory Research




� 21. When a relatively small number of respondents is to be contacted in the

urban area in upper-income socio-

economic classes, the best mode for communication is :

� (a) Personal Survey (b) Mail Survey

� (c) Telephone Survey, (d) All the above



� 22. When the questions require a prompt,spontaneous response from the respondent, the

best method available is :

� (a) Structured- non-disguised mail method

� (b) Structured- non-disguised Personal

� method

� (c) Structured- non-disguised Telephone

� method,




� 24. A sampling unit is necessarily a partof :-

� .(a) The sampling frame

� (b) The Population

� (c) The sample

� (d) The Target Market



� 25. Simple Random Sampling shouldalways yield more precise estimates than

Cluster Sampling in Consumer Research

studies. This statement is :� (a) Always True

� .(b) False

� (c) Partly True� (d) Can¶t say