3. research process
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Research Process
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Planning stage:
1. Understand management problem
2. Do situation analysis
3. Define research problem
4. Define research objectives
5. Check the need for research
6. Select most suitable method (research design) to
conduct research. It should include procedure ofsampling, data collection and data analysis
7. Identify data sources
8. Determine method to collect data
9. Determine sample size, sampling method
10. Prepare Project Proposal and obtain approval
Problem
Identification
Research
Problem
Solving
Research
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Execution stage:
10. Design data collection form
11. Select sample
12. Collect data
13. Analyse and interpret data
14. Submit findings, recommendations
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These steps are inter-related and not
sequential
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Research presupposes:
Problem/difficulty Desire to get solution
Multiple reasons/solutions
Ambiguity about most appropriate solution
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1. Understand Management Problem
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Management problems originates from:
Gap that exists between
what was supposed to
happen and what did
happen, i.e., failure to meetan objective.
Gap between what did
happen and what could have
happenedcalled anopportunity.
Improvement in
current distribution
method
Failure to meet
sale targetExample
Example
Problem Identification
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Management problems
Sales are less than target Attrition rate in IT department is increasing
New product introduction is behind schedule
Debtors outstanding days have increased
Distributor refuses to stock our new
product.
Symptoms
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Management
Problem
Research
Problem
Refer sources that will tell
possible causes, possible
solutions & constraints
How to achieve managementobjective?
Which is the most appropriate way toachieve management objective?
Problem identification
research
(Exploratory Research / Situation analysis)
Generate additional data necessary
to validate causes and evaluate solutions
Problem solving research
(Descriptive Research)
Describe the reality
Suggest solution
Essence
is time
Shortlist causes / suggestions
Research
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Techniques of data collection
for problem identification
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Literature survey
Secondary data
External
Internal
Depth interview
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Literature survey - Purpose
Provides established causes / solutions triedby others
Reasons for high attrition rate in IT sector
Provides theories that can be considered tofind solutions
Maslows theory of needs
No important variable is ignored in our
research Provides guideline for conducting depth
interview
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Databases for literature survey: Ebsco
Proquest
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Secondary Data
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Data originated by second person
Advantages:
Quickly available
Economical
Disadvantages:
Can be outdated
Reliability
Secondary Data
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Central Statistical Organisation, Govt. of India
Statistical Abstract of India
Annual Survey of Industries http://www.mospi.nic.in
National Sample Survey
Nation-wide, large-scale, continuous sample surveyoperation conducted in the form of successive roundssince 1950.
Conducts survey in demographic and socio-economic area.
http://www.mospi.nic.in
Government Sources
http://www.mospi.nic.in/http://www.mospi.nic.in/http://www.mospi.nic.in/http://www.mospi.nic.in/ -
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National Council of Applied Economic Research (NCAER)
Annual reports on consumption of various
consumer products
Government Sources
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Govt. sources- Census data
Registrar General and Census Commissioner
of India publishes census data on population
and living conditions.
Visit site http://www.censusindia.net
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Other sources
National readership survey: Readership of major newspapers and magazines
Socioeconomic characteristics of readers
TAM rating (Television AudienceMeasurement)
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Other sources
Retail store audit:
Conducted for pharmaceutical products and
consumer products by A C Nielsen company
Provides data on market size and growth, brands
market share and growth, distribution purchase
index of new products
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Other sources
Consumer panels:
Data is collected periodically on:
Brands purchased
Quantity purchased
Packs purchased
Stores from where purchased
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Depth interview
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Characteristics of Depth Interview
An unstructured interview of the respondent
Only one respondent is interviewed at a time
Usually conducted by experienced researcher
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Depth Interview
Used when
Respondent has high status or position
Topic is sensitive or personal
Thinking process of respondent is not clear
Interviewers role is extremely important since
the emphasis is on probing
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Depth interview
Validate whether findings of literature are
true in current situation
Gather additional information not available
through literature