Research Process

Step 1
•Formulation of Research Problem

Step 2
•Review of Related Literature

Step 3
•Formulation of Hypothesis

Step 4
•Working out Research Design

Step 5
•Defining the Universe of Study
Step 6
• Determining Sample Design

Step 7
• Administering the Tools of Data Collection

Step 8
• Analysis of Data

Step 9
• Testing of Hypothesis

Step 10
• Generalization & Interpretation

Step 11
• Reporting the Research
• What Should be done to increase the customer
base of organic products in the domestic market?
Awareness Level of organic products
Buying Intention of organic products
• Can the growth in Real Estate sector accelerated?
Current investment in real estate
Forecasting
• Whom should ICICI appoint as their New CEO?
Mr. XYZ or Mrs ABC
Leadership achievement of both the candidates
Success of women CEO
 Problem Identification
• Pre Definition stage of the Research Problem
– Manager Dilemma or Problem faced by the managers
– Discussion with Subject Experts
– Review of Existing Literature
– Organization Analysis
– Exploratory or qualitative survey
• Defining the Research Problem
– Specify the unit of Analysis & Observation
– Identification of Key variables under 5 Categories
• Dependent Variable: Intention to purchase organic product
• Independent Variable: Attitude towards healthy lifestyle
• Moderating Variable: Education level, Income
• Intervening Variable
• Extraneous Variable
 Independent Mediating Dependent
Variable Variable Variable
Cause Effect

Mediating Variable accounts for the relationship between

Independent Variable and Dependent Variable.

Independent Dependent
Variable Variable
Cause Effect
Moderating
Variable
• Both the variables enables the researcher better
understanding of dependent and Independent
Variable.
• It is fitting of a third variable in the relationship
• Moderation is a way to check whether a third
variable influences the strength of relationship,
changing the value of the moderator, changes the
strength of the relationship
• Independent variable changes the mediator
variable and which in turn will change the
dependent variable.
 What to do
• Environmentalist wants to study the behavior of a
animal species in Africa region
• A new medicine is launched, the company want
to test its effectiveness
• New Air bag system is installed in a car, the
company want to test its effectiveness
• A company is planning to open a branch office at
a new location, wished to learn about the culture
of new place
• Gender Behavior: Boys and Girls in School
 Research Methods

Research Methods
Field Study

Laboratory Study

Survey Method

Observational
Method
• Segway
• Ford Edsel
• New Coke, Coca Cola
• WOW chips frito lay
 Field Study
• Observational Study
• Non-experimental research in which a researcher
observes ongoing behavior
• Objective is to observe and analyze the specific
behavior of the subject in their original environment.
• Methods used are direct observation, limited
participation, analysis of documents, informal
interviews and surveys.
• Respondents responds in the actual environment and
are not manipulated by any restriction by researcher.
• Personal involvement of the researcher and hands on
experience
 Document
Participant Field
/ Artifact
Observation Interviews Study
Analysis
Useful for
• User Context and Location
• Determining the Task Flows
• Inefficiencies of Product
• Organizational Environment of Users
• Physical Environment of Users
• Useful in the areas of Art, Photography, Forestry,
Biology, Geology, Geography, Physics, Physical
Education, Ecology, Astronomy, Botany, History,
Agriculture, Zoology, Political Science,
Environmental Horticulture, English etc
• Development of New Product
• When the organization wants to know how the
product is actually used at office or at home
• Watching people purchasing product at Stores
• It enables application of theoretical concepts to
real world situation
• Participant observation, interviews, and video
data collection are examples of field research
• New leading edge technique involves observing
social networking sites, such as Facebook or
Twitter, enables the researcher though isn't
physically in the field, they observe real life
information flow and how people communicate
• A company like Procter & Gamble might invite
their customers to join a proprietary community
to get a sense of what people think about their
products or a particular ad campaign.
 Laboratory Study
• Testing the product or a theory in simulated
environment
• An artificial ecosystem is created and the product is
tested under controlled environment.
• All the conditions are not replicated while only the
necessary conditions and conditions which are
possible to be replicated are recreated.
• Useful when testing various possibilities
• It uses observational method and the researcher does
not manipulates the environment of the respondents.
 Survey Method
• A systematic and popular method to conduct the
research
• A standardized instrument like questionnaire,
schedule is used to collect data
• Objective is to cover large area or higher number
of respondents
• The questionnaire is administered to the
respondents who are thought to have desired
information.
• Data is collected from sample but inference is
taken about population
 Observation
• Without intervening, it is observing what people
do and react to a situation or product or service.
• Can be a Controlled, Naturalistic & Participant
• Controlled as conducted in Lab set up. The
researcher decides about place, time and
participants
• Naturalistic observes spontaneous reaction of the
respondents.
• Participant Observation is when researcher
becomes a part of the study group or becomes an
under cover agent recording the behavior.
 Longitudinal Study
• A longitudinal study uses repeated observations
of the same variables (e.g., people) over short or
long periods of time (i.e., uses longitudinal data)
• It is the process of observing a single variable for a
longer period of time.
• It uses multiple data points of a single variable for
a longer time period.
• It is helpful in establishing cause and effect
relationship as the researcher have past & future
values.
 Cross Sectional Study
• When different variables are study at the single point
of time
• Same as longitudinal Study, Cross Section study also
do not manipulates the respondent’s environment.
• It allows the researcher to compare various variables
at single point of time.
• Simple variation among the different groups can be
studied.
• It cannot establish a cause & effect relationship as
with only a single reading of data long term
relationship cannot be established .
• Example:
• Let’s say we want to investigate the relationship
between daily walking and cholesterol levels in the
body.
• If we want to compare cholesterol levels among
different populations of walkers and non-walkers at
the same point in time it is said to be Cross Sectional
study Or,
• If we want to measure cholesterol levels in a single
population of daily walkers over an extended period
of time? This is longitudinal Study
• A combination of both Cross Section and
Longitudinal study is Panel Study
• If the research at single point of time measures
cholesterol levels in daily walkers across two age
groups, over 40 and under 40, or Gender and
compare these to cholesterol levels among non-
walkers in the same age groups. But the study is
not considering the past & future cholesterol
levels. It is Cross Sectional Study.
• If the level of cholesterol is studied during the
time period of 10 years on the age group of
under 40, it takes the form of Longitudinal Study.