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    Redefining MarketingResearch

    The American Marketing Association (AMA)redefined Marketing Research as:

    The function which links the consumer, thecustomer, and public to the marketer through INFORMATION

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    U sed to identify anddefine marketopportunities andproblems

    Generate, refine, andevaluate marketingperformance

    Monitor marketing

    performance

    Improve understandingof marketing as aprocess

    Redefining MarketingResearch

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    Definition of MarketingResearch

    Marketing research is the systematic and objective

    identification

    collectionanalysisdisseminationand use of information

    for the purpose of improving decision making related to the

    identification andsolution of problems and opportunities in marketing.

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    Market Research Specifies the information necessary to

    address these issues Manages and implements the datacollection process

    Analyzes the results Communicates the findings and their

    implications

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    The Role of MarketingResearch

    ControllableM arketing

    P roductP ricingP romotionD istribution

    VariablesM arketingR esearch

    M arketingDecision

    M aking

    ProvidingInformation

    A ssessingInformationN eeds

    M arketing M anagers

    M arket Segmentation

    Performance & Control

    Target M arket SelectionM arketing Programs

    UncontrollableEnvironmentalF actors

    E conomyTechnologyL aws &RegulationsS ocial & CulturalFactorsP olitical Factors

    Customer Groups

    EmployeesShareholders

    Suppliers

    Consumers

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    Definition of MR

    American Marketing Association defines MR as- MRis the function which links the consumer, customer& public to the marketer through information,

    information used to identify & define marketingopportunities & problems, generate, refine &evaluate marketing actions, moniter marketingperformance & improve understanding of marketingas a process

    MR specifies the information required to addressthese issues, designs the method for collectinginformation, manages & implements the datacollection process, analyses the results &communicates the findings & their implications

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    Why MR has evolved &grown Managers are seperated from their final consumers

    Managers need information from their finalconsumers regarding target market,products/services, price, distribution & promotion

    There has been a shift from a sellers to a buyersmarket

    Emergence of specialists such as statisticians,psychologists & behavioural scientists in a fairlylarge number enhanced the importance of MR

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    OBJECTIVES OFRESEARCH To discover answers to questions through the application

    of scientific procedures To find out the truth which is hidden and which has not

    been discovered as yet To gain familiarity with a phenomenon or to achieve newinsights into it

    To portray accurately the characterstics of a particularindividual, situation or a group

    To determine the frequency with which something occursor with which it is associated with something else

    To test a hypothesis of a casual relationship betweenvariables

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    Interaction betweenManagement & MR Some of the managements complaints about

    researchers are-

    1)Research is not problem oriented. It tends toprovide plenty of facts & not actionable results2)Researchers are too involved with techniques &

    they appear to be reluctant to get involved inmanagement problems

    3)Research is slow, vague & of questionable validity4)Researchers cannot communicate, they do not

    understand & they do not talk the language ofmanagement

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    Researchers have their complaints aboutmanagement-

    1)Management does not include research indiscussions of basic problems. Managementtends to ask only for specific informationabout parts of problems

    2)Management pays no more than lip service toresearch & does not really understand orappreciate its value

    3)Mangement does not allow enough time forresearch. They draw preliminary conclusionsbased on early or incomplete results

    4)Mangement relies more on intuition &judgement than on research. Research is usedas a crutch, not a tool

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    Types of ResearchDescriptive Vs Analytical Research- DescriptiveResearch includes surveys & fact finding enquiriesof different kinds. The major purpose isdescription of the state of affairs as it exists atpresent. The main characterstics of this method isthat the researcher has no control over thevariables, he can only report what has happened orwhat is happening eg frequency of shopping,preference of people etc. Ex post Facto studiesalso include attempts by researchers to discovercauses even when they cannot control the variablesIn analytical research the researcher has to usefacts or information already available & analysethese to make a critical evaluation of the material

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    Applied Vs Fundamental

    Research Applied research aims at finding a solution for animmediate problem facing a society or anindustrial/business organisation. Research aimed

    at certain conclusions facing a concrete social orbusiness problem is applied research Fundamental Research is mainly concerned with

    generalisations & with the formulation of atheory. Gathering knowledge for Knowledges sakeis termed pure or basic research eggeneralisations about human behaviour

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    Quantitative Vs

    Qualitative Research Quantitative research is based on themeasurement of quantity or amount. It is

    applicable to phenomena that can beexpressed in terms of quantity Qualitative research is concerned with

    phenomena relating to or involving quality

    or kind ie discovering underlying motives &desires- Motivational research

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    Conceptual Vs Empirical

    Research Conceptual research is that related tosome abstract idea(s) or theory. It is

    generally used by philosophers & thinkersto develop new concepts or to reinterpretexisting ones

    Empirical research relies on experience orobservation alone, often without dueregard for system & theory

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    One time research Vs

    Longitudinal Research One time research is confined to asingle time period

    Longitudinal research is carried onover several time periods

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    ie setting researc sLaboratory Research Vs

    Simulated Research Depends upon the environment inwhich it is to be carried out

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    Clinical or Diagnostic

    Research

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    Historical Research Historical research is that whichutilises historical sources likedocuments, remains etc to studyevents or ideas of the past

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    Conclusion oriented Vs

    Decision oriented

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    Criteria of good research

    The purpose of the research should be clearly defined and common concepts beused The research procedure used should be described in sufficient detail to permitanother researcher to repeat the research for further advancement, keepingthe continuity of what has already been attained

    The procedural design of the research should be carefully planned to yieldresults that are as objective as possible The researcher should report with complete frankness, flaws in proceduraldesign & estimate their effects upon the findings The analysis of data should be sufficiently adequate to reveal its significance &the methods of analysis used should be appropriate. The validity & reliability ofthe data should be checked carefully

    Conclusions should be confined to those justified by the data of the research &limited to those for which the data provide an adequate basis Greater confidence in research is warranted if the researcher is experienced,has a good reputation in research & is a person of integrity

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    Qualities of a good

    research Good research is systematic- It meansthat research is structured with specified

    steps to be taken in a specified sequencein accordance with the well defined set ofrules

    Good research is logical- Logical reasoningmakes research more meaningful in thecontext of decision making

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    Significance of Research Research inculcates scientific & inductive thinking & it promotes the

    development of logical habits of thinking & organisation The role of research in several fields of applied economics, whether related tobusiness or to the economy as a whole, has greatly increased in modern times Research provides the basis for nearly all government policies in our economicsystem Research has its special significance in solving various operational & planningproblems of business & industry Research is equally important for social scientists in studying socialrelationships & in seeking answers to various social problems To those students who are to write a masters or Ph.D thesis, research maymean a careerism or a way to attain a high position in the social structure To professionals in research methodology, research may mean a source oflivelihood

    To philosophers & thinkers, research may mean the outlet for new ideas &insights To literary men & women, research may mean the development of new styles &creative work To analysts & intellectuals, research may mean the generalisations of newtheories

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    Ethics in Market

    Research Intrusions on privacy Misuse of research findings Competitive information gathering Sugging ( selling under the guise of marketing research) Unrealised promise of anonymity Use of disguised questionnaires & interviews Faked sponsor identification Lying about research procedure Faked testing in experimental research Promise of undelivered compensation Implication of required response