INTRODUCTION :

 Business Research is a systematic way to collect information

and get knowledge out of it with a methodology so that the
derived knowledge can be used to make decisions.
• Complaints from customer
• Need to convince financers and bankers for advance
• Unmet needs among customers
• Research helps to take decision rationally.
 Business research is the process and the tool needed to
reduce the risk in managerial decision making.
 Specifically – process of planning, acquiring, analyzing and
disseminating relevant data, information, and insight to
decision makers in ways that mobilize the organization to
take appropriate actions that, in turn maximize business
performance.
 RESEARCH PROCESS
WISH TO DO RESEARCH

FORMULATING AND CLARIFYING RESEARCH PROBLEM

REVIEW OF THE LITERATURE

REVIEW THEORIES
REVIEW PREVIOUS PROJECTS

HYPOTHESIS FORMULATION

DESIGN RESEARCH

LOOKING AT ETHICAL AND ACCESSISSURES

 DATA COLLECTION

SAMPLING

SECONDRY DATA

OBSERVATION

SEMI STRUCTURED AND INDEPTH

INTERVIEW

QUESTIONNAIRS

DATA ANALYSIS

QUANTITATIVE
METHODS
 QUALITATIVE
METHODS

GENERALIZATION

REPORT WRITING

REPORT SUBMISSION AND

PRESENTATION
RESEARCH REPORT
 A research report is:
 a written document or oral presentation based on a
written document that communicates the purpose,
scope, objective(s), hypotheses, methodology,
findings, limitations and finally, recommendations
of a research project to others.
 The last stage of a marketing research process.;
 It is more than a summary of findings; rather it is a
record of the research process.
 The researcher has to convince the client [and
others who may read the report] that the research
findings can be acted on for their own benefit.

5
Types of Research Report I
Any research report contains:
descriptions on methodology,
results obtained,
and recommendations made.
The basic orientation of a research report
depends on its audience. Before writing the
report
the researcher must know his or her audience;
he/she may have to make assumptions about the
composition, background and interests of the
target readers.

6
Types of Research Report II
Two types of reports:-
 Technical Report: suitable for a target audience of
 researchers, research managers or other people familiar
with and interested in the technicalities such as research
design, sampling methods, statistical details etc.,
 Popular Report: suitable for:
 a more general audience, interested mainly in the
research findings as it is non-technical in nature.
 The writing style is designed to facilitate easy and
rapid reading and understanding of the research
findings and recommendations.

7
Problem Definition, Data Pre-report
Research Design Analysis
and Methodology Writing
Activities

Interpretation of
Research
findings

Report
Report
Preparation Writing
Activities

Oral
Presentattion

Post
RESEARCH Reading of the
Report by the Report
FOLLOW-UP
client Writing

8
Albert Einstein
 Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)

“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
possible
situation

competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
Research Design
Framework for action
Specifies methods and procedures

Steps:
 Secondary data analysis
 Questionnaire design
 Plan of data analysis
Interpretation of the research findings..
the interpretation of the results of data
analysis in light of:
 the marketing research problem investigated,
 and the research design and methodology
followed.
The research report is a means of
communication that can be understood,
believed, trusted by everyone who are likely
to be affected by the research, and acted
upon by the decision maker.

14
Before writing the report…
 the researcher should discuss: the major
findings, conclusions, and recommendations
with the key decision makers.
 necessary to ensure that the report meets the client's
needs and is ultimately accepted.
The entire marketing research project:
 should be summarized in a single written report or in
several reports addressed to different readers.
 should present the findings in such a way that they
can be used directly as input into decision making.

15
Report Format
No universally accepted standard format or style
for research writing. Different researchers may
prepare their reports differently.
 The personality, background, expertise, and
responsibility of the researcher and those of the
decision maker for whom the report is written interact
to give each report a unique character.
 Report formats are likely to vary with the nature of the
project itself. However, the research report closely
resembles the steps of the marketing research process.

16
Most research reports include the following elements:
I. Title page XI. Research design
II. Letter of transmittal a. Type of research design
III. Table of contents b. Information needs
c. Data collection from secondary
IV. List of tables sources
V. List of graphs d. Data collection from primary sources
VI. List of appendices e. Scaling techniques
f. Questionnaire development and
VII. List of exhibits pretesting
VIII. Executive summary g. Sampling techniques
a. Major findings h. Field work
b. Conclusions XII. Data analysis
c. Recommendations a. Methodology
IX. Introduction b. Plan of data analysis
a. Background to the XIII. Results
problem
b. Statement of the XIV. Limitations and caveats
problem XV. Conclusions and recommendations
X. Approach to the XVI. Appendix
problem a. Questionnaires and forms
b. Statistical output
c. Lists

17
Oral Presentation
Generally, an oral presentation
supplements the written report.
The client should be given adequate time
to read the report.
If necessary, the researcher should assist the
client in understanding the report, implementing
the findings, undertaking further research, and
evaluating the research process in retrospect.

18
Conclusions And Results..
Effective communication of the research findings.
may be presented in several chapters of the report.
Research Follow- Up
Oral Presentation
Should be carefully prepared keeping the audience in
mind.
A good presentation does not mean a lengthy
presentation.
Carefully selected visual aids such as graphs, tables,
charts, maps etc. help presentation.
 However, Too many visual aids, particularly statistical tables,
could often be boring and may not serve any purpose.
During oral presentation, people may seek clarification.
 The speaker must be patient and should not show signs of anger
or frustration. He or she should be natural, establish eye
contact with the audience, and interact with them.
 Body language and descriptive gestures are also quite useful.

20
APPLICATIONS
APPLICATIONS
GATHER
INFORMATION
products
customer service
pricing
employee fairness
APPLICATIONS
SURVEY METHOD
customer satisfaction
employee fairness
Walmart’s pay scale
APPLICATIONS
APPLICATIONS
Business research done through customers
What products being sold
Productivity
Monthly & Quarterly sales numbers
APPLICATIONS
Product lines compared
Survey method
Calls to customers
Research pertaining to employees
Quarterly visit
APPLICATIONS
APPLICATIONS
Financial institutions
Capital market
Interest of investors
Issuance of securities
& compliance
Evaluate the activities
Examine performance
Select some policy
measures for the improvement
APPLICATIONS
APPLICATIONS
Eight month period
Fixed odd bets
Live-action bets
43000 gambling
No. of bets made
Amounts of money bet
Amount of money won
2.5 bets - $5.50
Lost 18-29% of the amount
31