RESEARCH METHODOLOGY

Meaning of Research:
Research is a common parlance refers to a search for
knowledge. Once can also be define as a scientific and systematic
search for pertinent information on thee specific topic. In fact
research is an art of scientific and systematic investigation.
Research is a academic activity and as such the term should be used
in a technical sense. Research and experimental development
comprises creative work undertaken on the systematic basis in order
to increase the stock of knowledge of man, culture and society and
the use of this stock of knowledge to device new application. Any
research activity should have investigation as a primary objective
and should have the potential to produce result that is sufficiently
general for humanity’s stock of knowledge.

Scope of research:-
The two terms, research and scientific method, are closely
related. research is “an inquiry into the nature of, reasons for, and
the consequences of any particular set of circumstances are
experimentally controlled or recorded just as they occur. Further
research implies the researcher is interested in more that
particular result; he is interested in the repeatability of the result
and their extension to more complicated and general situation. On
the other hand scientific method is the one and the same in the
branch and that method is a method of all logically and trained mind,
the unity of all sciences consist alone in its method, not its material;
the man who classifies facts of any kind whatever, who sees their
mutual relation describe their sequences, is applying the scientific
method and is man of science. Experimentation is done to test
hypothesis and to discover new relationship
Scope
1) Optimum media selection.
2) Relies empirical evidence.
3) Develop new ideas
 4) Solve the existing problems
5) Discover new relationship between existing products.
6) To make future predictions
7) Formulate different policies.
8) Set the targets
9) Clarity of the goals
10) It is a process to gather the facts.
11)To increase the knowledge with related field.

LIMITATIONS OF RESEARCH

1) The lack of a scientific training in the methodology of research

2) There is insufficient attractions between the university
department and the government/ other agencies.
3) Lack of confidence

RESEARCH PROCESS

The firm marketing manager must communicate their informational

needs to the firm’s firm’s marketing research incharge , who
supervises the research project . the researcher has to be expert
on Research techniques and must be able to understand the
marketing manager’s informational needs.
 The Market Research Process Has 7 Steps

Identity and define

the problem
Determine
Research objectives
Determine data
source
Create research
design
Collection of data

Analyse and convert

data into
Formulate finding
information
&communicate them

STEP 1 :- The Research process start with formulation of problem .

A Research problem refer to some difficulty which a Researcher
experience on the contest of the either a theoretical or practical
Research purpose as seen by mgt.

STEP 2:- Formal definition of Research objectives a statement ,in

as a precise terminology as possible of what information is needed.
Second element is hypothesis development that is basically
alternatives ans to Research ques .

STEP 3 :- Designs are classified into 3 categories :

1) exploratory
2) descriptive
3) casual

STEP 4 :- Data collection can be done through:

1) surveys
 2) observation
3) focus groups
4) interviews
5) experiments

STEP 5 :- Analyze what do we study? This include:-

1) who is the target population?
2) How many be sampled?
3) How the sample points be selected from the target
population?

STEP 6 :- Reduction of least unwanted part , convert the data into

understandable form for obtaining Research objectives. This may
suggest further work .

STEP7:- Communicated to marketing manager for taking decision on

a particular problem
 RESEARCH DESIGN

RD is a framework or blueprint for conducting the MR

project. A Research design serves as a bridge to reduce the gap
between the Research objective which has been established and
what is to be done, as apart of study in order to realize those
objectives. it specific the details of the procedure necessary for
obtaining the information needed to structure and / or solve
marketing research problem. A research design is formulated prior
to the commencement of the research project. . The starting point
of RD, in fact the research question and hypothesis, which are to be
developed very carefully. In essence the research designees the
question: how we going to get answer to those research question and
test hypothesis?

The relationship between research design and solution to

problem:

Problem

Decisional
alternatives
Decision
criteria

Research
purpose

Research
ques and
Research
hypothesis
design
FEATURES OF A GOOD RESEARCH DESIGN

1) Statement of study’s objectives

2) Statement of data inputs and casual data on basis of which
solution is to be reached .
3) Analytical framework on which inputs will be treated or
calculated
4) The details for costing and implementation of the work

CLASSIFICATION OF RESEARCH DESIGN

EXPLOTORY RESEARCH :- ER is used when one is seeking insight

into the general nature of problem . there is little previous
knowledge to build on. The sample is small and is non –representative
to the class . The hypothesis is the tentive and the partial ans to the
research ques .
ER adopt very flexible attitude toward collecting information and
constantly asked themselves what lies beneath the surface of what
they are learning ans seeing .

The purpose of the exploratory study may be:-

1) To formulate more precise and structured investigation or for
developing hypotheses.
2) To generate new ideas
3) To gather information about the practical problem for clarifying
concepts.
4) To enhance the analyst familiarity and interest toward the
problem.
5) To determine whether it is feasible to attempt the study.
6) To provide insight.

STEPS OF EXPLORATORY RESEARCH.

Define the problem

Identify the course of

action

Develop the hypothesis and

approach to the problem
Explain the basis concepts

2) DESCRITIVE RESEARCH DESIGN:-

DR is the type which describes some aspect of market

function. A descriptive study is used when marketer want to
understand the functions of certain phenomenon underlying a
particular problem. The object of DR is the portray an accurate
profile of persons, events situation. Such research is marked by
prior formulation of specific hypothesis. DR require a clear
specification of the
• WHO: who will be target as respondent ?
• WHAT: what issues are of highest priority?
• WHEN: when to ask ques?
• WHERE: where to find respondent

METHODS:
 • Secondary data
• Surveys
• Panels: fixed samples

RESEARCH DESIGN

EXPLRATORY DESCRIPTIVE
BASIC STUDY Flexible design Rigid decision
DESIGN
Non – profitable Profitable sampling
SAMPLING sampling or design
DESIGN judgmental sampling
OBSERVATIONA Flexible which , Digit which include
L includes structured
DESIGN unstructured instrument s for
instrument for data collection .
collection of data
OPERATIONAL No decision about Advanced planned or
DESIGN operational well thought out
procedures design for analysis
STATISTIAL No pre planned Preplanned or well
DESIGN design for analysis thought design for
analysis

EXPERIMENTAL RESEARCH DESIGN:-

It is conducted to determine case and affect relationship

between two and more independent variable. This means that when it
is necessary to show that one variable determine the value of other
variable, an experimental approach is used. The other mediating
variable is controlled. They are similar like lab experiment where
what goes in, what changes occur or made and what results are
known. It involves controlling those factors that are related to or
may affect the variable under investigation so that the effect of
the experimental variable may be measured. The factors which are
influenced by the other factor are called dependent variable and
vice versa for independent variable.
Experiment are artificial in the sense that situation are usually
created for the testing purpose. The reasons are the casual designs
are similar to experiment design done in lab’s. A ideal Research
design is concerned with specifying the optimum Research
procedures that could be followed where there is no practical
constraint. However it is very difficult to prepare Research design
that has to be translated into working procedure, which should be
based on statically model take into a/c the concrete situation by
making every aspect clearly explicit.

TYPES
• laboratory experiment
• field experiment

COLLECTION OF DATA

The objectives of the primary data are formulated on the basis

of research objectives. Objectives set the guidelines . objectives
set the guidelines and direction of research planning . formulating
the objectives offers the best feasible means of solution . the
research study should yield measurements related to research
objectives as the measurement will provide direction for a decision.
The finding of the Research should be capable of being utilized for
the better performance of the organization . the cost benefit
analysis should be made for determining the objectives of the
primary data collection.

FORMULATING A DATA ACQUISITION PLAN

SET DATA OBJECTIVES

SELECT THE APPROPRIATE

DATA TYPE

DEFINE THE SOURCE

OF DATA

SELECT THE
COMMUNICATION
APPROACH

DATA COLLECTION

The information collected should be both accurate and relevant , as

per the requirement of the researcher who has to work outside.

METHODS:-
• Primary data
• Secondary data.

PRIMARY DATA :-
Primary data is the original data that researcher
gathers for a particular research project. There are number of
primary data which can be gathered and collected from primary
source.
Data classified by their nature:
• facts
• knowledge
• opinions
• intentions
• motivation
• behavior

Data according to function:

• Casual data
• Pay off data
• Descriptive data
• Classified data

METHODS OF PRIMARY DATA COLLECTION

A) OBSERVATION:
Observation is one of the cheaper and effective
techniques of data collection. It is used to obtain information on
the current and past behavior. One can record and measure some
descriptive facts by perceiving situation or action. Observation
includes human means of perception and recording. It may also be
a non human and mechanical. Observation is defined as the
process of recognizing and noting people, objects and occurrences
rather than asking for information.
Essential components must go to observation form
• Who exactly are to be observed? (target respondent)
• What exactly to be observed (information being sought out by
customer, competitors)
• What is the schedule of the observation ( what time ,what
date)
• Where is the observation to take place ( location of research)
 B) SURVEY / COMMUNICATION:-
Communication has been important media
for obtaining information respondents. They may seek data that
has already been recorded or may create new information from
the ans of the respondent. Questionnaire is used as format
structured research method of creating communication .
Questionnaires are used when communication by mail is required
from large or small number of people on almost any topic. It is not
really to easy to frame or design really good questionnaire and
even well designed ones don’t always manage to produce a high
rate of response. Survey research is the method of collecting
information, which can then de analyzed to produce conclusion.
Unstructured questionnaire are used with interview proceeding in
motivation research, group interview and other thought
provoking research .

C) INTERVIEW: - It is the most popular method of data

collection . This method of collecting data involves
presentation of oral- verbal stimuli and reply also in terms of
oral – verbal responses.
• Personal interviews
• Indirect oral interview: researcher interviews third person who
is directly / indirectly closer to a person about whom
information is sought. eg clues of theft .
• Telephone interview

D) MAIL SURVEYS:- In this method , questionnaire are

mailed to
potential study participant , who complete and return them by
mail. Mail survey involve the broad identification of the individuals
to be sampled before the retinal data collection starts.
Some decisions involved:
• Selection of envelope to be used.
• The right postage stamps
• Method of addressing the respondent
 • Attractive or well crafted cover letter
• Well designed questionnaires keeping in mind the length , layout
, colous , style and format.
• What sort of incentives to be given to motivate the
participants

E) E-MAIL / ELECTRONIC SURVEYS.

F) RECORDING DEVICE.
G) THE AUDIT.
H) PEOPLE WATCHING.

SECONDARY SOURCES OF INFORMATION:-

After the research problem in marketing has been identified

and selected, the next step is to gather the requisite data. At this
stage, there is much temptation among researchers to organize a
field survey to collect the data. While a field survey may be
necessary for data collection, it should be resorted to only when all
other sources of data collection have been exhausted. Secondary
data is the data which is collected from some secondary sources i.e.
the sources of storage where the data are stored after being
collected and used for some purpose by some other agency. These
data available either in published or unpublished form and are
collected for the time other than the first time by the investigator
for any investigation at hand. It saves considerable time and effort
in solving the research problem at hand.

NATURE OF SECONDARY SOURCES OF INFORMATION :-

S.D is the data which has been gathered by individuals or
agencies for purposes other than those of particular research study.
E.g govt dept has conducted a survey on family food expenditure and
food manufactures might use it.
NATURE :-
• Data which is entirely appropriate and adequate should be used
to draw conclusions
• Far cheaper
• Lees time
• Yield more accurate data
• Various inquiry can be conducted
• Can be obtain internally

TYPES OF SECONDARY DATA

• Internal secondary data : . Sales by territory
. Sales by customer type
. Average size of order
. Average sales by sales
. Sales by pack size and pack type.
. Prices and discounts
. Sales representive and warehouse
from
which the product was dispatched

• External secondary data : census data

. Individual projects report being
Published.
. Data collected for sale on
commercial basis
called syndicate data
. Miscellaneous data

ADVANTAGE OF SECONDARY DATA

• Easy accessibility.
• It is more economical.
• They provide for information, which may not be availed by
typical organization.
• It is a time saving .
• Secondary data provide valuable insight and contextual
familiarity with the subject matter.
• Secondary information can be used as a basis for comparison
with the primary data.
• Problem definition , formation of hypothesis and planning data
collection

DISADVANTAGE OF SECONDARY DATA

• Certain data is collected after a lapse of five of ten years
• Different data agencies use different unit of measurement
• Data available might be too vast
• It is might not be updated and not of much use in a dynamically
changing environment
• Variation in the unit measurement is a common deficiency of
secondary data