Chapter-2

Research Objectives
&
Methodology

Research

Definition
Research has been defined in a number of different ways.
A

broad

definition of research is given by Martin Shuttleworth

"In the broadest sense of the word, the definition of research includes any
gathering of data, information and facts for the advancement of
knowledge."

Creswell states - "Research is a process of steps used to collect and analyze information to increase
our understanding of a topic or issue". It consists of three steps: Pose a question, collect data to
answer the question, and present an answer to the question.

Characteristics of Research

Collecting, Organising and evaluating data.

Systematic problem solving which identifies variables and tests relationship between them.

Discovering new facts or verify and tests old facts.

Logical, so producers can be developed and understood by others.

Empirical, so decisions are based on data collected.

Reductive, so it investigates a small sample which can be generalised to large populations.

Research Methodology
Research methodology is a collective term for the structured process of conducting research. There
are many different methodologies used in various types of research and the term is usually
considered to include research design, data gathering and data analysis.
Research methodologies can be quantitative (for example, measuring the number of times someone
does something under certain conditions) or qualitative (for example, asking people how they feel
about a certain situation). Research methodologies are generally used in academic research to test
hypotheses or theories. A good design should ensure the research is valid, i.e. it clearly tests the
hypothesis and not extraneous variables, and that the research is reliable, i.e. It yields consistent
results every time.

Research Design
Research design is considered as a "blueprint" for research, dealing with at least four problems:
which questions to study, which data are relevant, what data to collect, and how to analyze the
results. The best design depends on the research question as well as the orientation of the researcher.
Every design has its positive and negative sides.

The research design is a comprehensive master plan of the research study to be undertaken, giving a
general statement of the methods to be used. The function of a research design is to ensure that
requisite data in accordance with the problem at hand is collected accurately and economically.
Simply stated, it is the framework, a blueprint for the research study which guides the collection and
analysis of data. The research design, depending upon the needs of the researcher may be a very
detailed statement or only furnish the minimum information required for planning the research
project.

The complete research design is formulated with the following steps:

Identifying
& Defining
problem

Types of Research Design

Choice of
Research
Design

Determinin
g sources of
data

Interpretati
on &
Conclusion

Processing
& Analyzing
collected
data

1. Philosophical/discursive

This may cover a variety of approaches, but will draw primarily on existing literature, rather
than new empirical data. A discursive study could examine a particular issue, perhaps from
an alternative perspective. Alternatively, it might put forward a particular argument or
examine a methodological issue.
2. Literature review

This may be an attempt to summarise or comment on what is already known about a

particular topic. By collecting different sources together, synthesising and analysing critically,
it essentially creates new knowledge or perspectives. There are a number of different forms a
literature review might take.
A systematic review will generally go to great lengths to ensure that all relevant sources
have been included. Details of the search strategies used and the criteria for inclusion must be
made clear. A systematic review will often make a quantitative synthesis of the results of all
the studies, for example by meta-analysis. Where a literature field is not sufficiently well
conceptualised to allow this kind of synthesis, or where findings are largely qualitative, it
may not be appropriate to attempt a systematic review. In this case a literature review may
help to clarify the key concepts without attempting to be systematic. It may also offer critical
or alternative perspectives to those previously put forward.

3.

Case study

This will involve collecting empirical data, generally from only one or a small number of
cases. It usually provides rich detail about those cases, of a predominantly qualitative nature.
There are a number of different approaches to case study work and the principles and
methods followed should be made clear.
A case study generally aims to provide insight into a particular situation and often stresses
the experiences and interpretations of those involved. It may generate new understandings,
explanations or hypotheses. However, it does not usually claim representativeness and
should be careful not to over-generalise.

4. Cross-Sectional Design

Cross-sectional research designs have three distinctive features: no time dimension, a reliance
on existing differences rather than change following intervention; and, groups are selected
based on existing differences rather than random allocation. The cross-sectional design can
only measure differences between or from among a variety of people, subjects, or phenomena
rather than change. As such, researchers using this design can only employ a relative passive
approach to making causal inferences based on findings.

5. Descriptive Design

Descriptive research designs help provide answers to the questions of who, what, when, where,
and how associated with a particular research problem; a descriptive study cannot conclusively
ascertain answers to why. Descriptive research is used to obtain information concerning the
current status of the phenomena and to describe "what exists" with respect to variables or
conditions in a situation.

6. Exploratory Design

An exploratory design is conducted about a research problem when there are few or no earlier
studies to refer to. The focus is on gaining insights and familiarity for later investigation or
undertaken when problems are in a preliminary stage of investigation.
The goals of exploratory research are intended produce the following possible insights:

Familiarity with basic details, settings and concerns.

Well grounded picture of the situation being developed.

Generation of new ideas and assumption, development of tentative theories or hypotheses.

Determination about whether a study is feasible in the future.

Issues get refined for more systematic investigation and formulation of new research
questions.

Direction for future research and techniques get developed.

7. Observational Design

This type of research design draws a conclusion by comparing subjects against a control group, in
cases where the researcher has no control over the experiment. There are two general types of
observational designs. In direct observations, people know that you are watching them.
Unobtrusive measures involve any method for studying behavior where individuals do not know
they are being observed. An observational study allows a useful insight into a phenomenon and
avoids the ethical and practical difficulties of setting up a large and cumbersome research project.

Data Collection
Data collection is any process of preparing and collecting data, for example, as part of a process
improvement or similar project. The purpose of data collection is to obtain information to keep on
record, to make decisions about important issues, or to pass information on to others. Data are
primarily collected to provide information regarding a specific topic.

Types of Data Collection

There are two types of data collection

Primary Data:

Data that has been collected from first-handexperience is known as primary data. Primary data

has not been published yet and is

more reliable, authentic and objective. Primary data has not been changed or altered by
human beings, therefore its validity is greater than secondary data.

Secondary Data:
Data collected from a source that has already been published in any form is called as
secondary data. The review of literature in nay research is based on secondary data. Mostly
from

books,

periodicals.

journals

and

Questionnaire

D ear Sir/Madam, We are conducting a survey entitled Sales, Brand Image & Service
Effectiveness in reference to Reebok which is part of my academic curriculum. I need your help
in this study. Kindly provide me your valuable opinion by filling this questionnaire. The information
obtained by this questionnaire will be kept strictly confidential and will be used for academic
purpose.
Name _____________

1) What gender are you?

a) Male
b) Female

2) What is your age?

a) 10-19
b) 20-29
c) 30-39
d) < 40

3) Marital Status:
a) Married
b) Unmarried

4) Do brand name matters?

a) Yes
b) No
5) If yes then which brand you generally buy?
a) PUMA
b) Reebok
c) Addidas
d) Nike
e) Others
6) What according to u is the relative importance of the following:
a) Brand
b) Comfort
c) Durability
d) Color
e) Latest Design
f) Price
7) How do you differ Reebok with other brands?
a) Brand
b) Comfort
c) Durability
d) Designs

8) Who purchases shoes for you?

a) Myself
b) Friends
c) Family

9) Do you prefer buying shoes which are advertised or endorsed by celebrity?

a) Yes
b) No
10) How much money do you spend on shoes per year?
a) 1000-1500
b) 1501-3000
c) 3001-5000
d) above 5000

11) What are the sources through which you came to know about Branded Shoes?
a) Advertisement
b) Company Outlet
c) Relatives
d) Friends
e) Other

12) What are the factors that influence you to purchase Branded Shoe?
a) Quality of service
b) Durability
c) Price
d) Brand Name
e) Others
13) How many pair of shoes do you buy per year?
a) 1-3
b) 3-5
c) 5-7
d) above 7

14) When do you buy shoes?

a) Seasonally
b) Indeed
c) On Occassions
d) when some promotional offer is given
15) Which advertising media make up your mind?
a) TV Advertisments
b) Hoardings
c) Pamphlets
d) Bags or polybags

16) Are you statisfied buying Reebok?

a) Yes
b) No
17) What feature of reebok you like the most?

a)
b)
c)
d)

Brandname
Price
Durability
Style/ Design

18) What features do you think should be added for further improvement in Reebok
Shoe? ____________________________________________________________