Case Study on

Wal-martBy Harvard Business Review

Tarique Mehmood Master Trainer

Learning Innovation Division

HEC Islamabad

Introduction to Marketing Introduction to Marketing Research Research

Learning Objectives

Characteristics of Good Research

Formulating Research Problem

Decision Making Process

Introduction to Research

Types of Research & Business Research

Scientific Research

What is RESEARCH?

RESEARCH is composed of 2 words. RE is a prefix meaning again, anew or

over again. SEARCH a verb meaning to examine

closely and carefully, to test and try, or to probe or study thoroughly.

Qualities of a Good RESEARCHER

Research-oriented Efficient Scientific Effective Active

Resourceful Creative Honest Economical Religious

Creativity Open mind Curiosity Positive Attitude Discipline and focus

What It Takes?

The study of research The study of research methods provides us with methods provides us with the the knowledge and skillsknowledge and skills we need to we need to solve the solve the problemsproblems and and meet the meet the challengeschallenges of a fast-paced of a fast-paced decision-makingdecision-making environment.environment.

Why Study Why Study Research?Research?

Definition of ResearchDefinition of Research : : Research is a Research is a systematic activitysystematic activity

to to achieve the truthachieve the truth..

OROR Research is an Research is an organizedorganized, ,

systematic data-basedsystematic data-based, , objectiveobjective, , scientific enquiry/investigationscientific enquiry/investigation into a into a specific problemspecific problem, , undertaken with the purpose of undertaken with the purpose of finding answersfinding answers or or solutionssolutions to it. to it.

OROR Research is a procedure of Research is a procedure of

collection of data, analyzing the collection of data, analyzing the data data and and finding the conclusionsfinding the conclusions..

The Hourglass of Research

Characteristics of Good Characteristics of Good ResearchResearch

Purpose clearly identified.Purpose clearly identified. Research process detailed.Research process detailed. Research design thoroughly Research design thoroughly

planned.planned. High ethical standards High ethical standards

applied.applied. Limitation revealed.Limitation revealed. Adequate analysis for decision Adequate analysis for decision

maker’s needs.maker’s needs. Findings presented .Findings presented . Conclusions justified.Conclusions justified.

What Is Good Research?What Is Good Research?Good researchGood research generates dependable datagenerates dependable data, being , being derived by practices that are derived by practices that are conducted conducted professionallyprofessionally and that can be used and that can be used reliably for reliably for managerial decision making. managerial decision making.

In contrast, In contrast, poor researchpoor research is is carelessly planned carelessly planned and conducted, resulting in dataand conducted, resulting in data that a that a manager manager can’t use to reduce his or her decision-making can’t use to reduce his or her decision-making risks. risks.

Good researchGood research follows the follows the standards of the standards of the scientific method.scientific method.

The Manager-Researcher The Manager-Researcher RelationshipRelationship

Manager’s ObligationsManager’s Obligations– Specify problemsSpecify problems– Provide adequate background informationProvide adequate background information

Researcher’s ObligationsResearcher’s Obligations– Develop a creative research designDevelop a creative research design– Provide answers to important business Provide answers to important business

questionsquestions

Decision MakingDecision Making

Decision Making in industry is now a Decision Making in industry is now a popular subject for discussion and popular subject for discussion and research.research.

Recognizing that the Recognizing that the wrong decision wrong decision may cost thousandsmay cost thousands, , sometimes even sometimes even millions of pounds,millions of pounds, top management is top management is searching for ways of improving its searching for ways of improving its score of bulls eyes.score of bulls eyes.

An Introduction to Decision Making An Introduction to Decision Making Process (DMP)Process (DMP)

the variables related to each phase of the the variables related to each phase of the process of making decision, such as: process of making decision, such as:

((ii) ) Rational decision making/ Rational decision making/ management science/managerial management science/managerial economicseconomics: : decision makingdecision making basedbased on the on the scientific method.scientific method.

((iiii) ) behavioral decision makingbehavioral decision making: : decision decision making based on human behaviormaking based on human behavior..

Decision Making level

Formulating Research Problem

“The formulation of the problem is often more

essential than its solution.”

Albert Einstein

Starting Off…

What is your research about?

Research Interest

Research Topic Research Problem

Research Purpose

Research Question

General

Specific

Differences Among Topic, Problem,

Purpose and Questions

• A research topic is the broad subject matter or interest being addressed in a study.

• A research problem is a specific issue or concern to be studied.

• A purpose is the major intent or objective of the study… Why should you do it?

• Research questions are questions the researcher would like specifically answered or addressed in the study.

General

Specific

Topic

ResearchProblem

PurposeStatement

ResearchQuestion

Distinguishing the Research Problem From Other Research Steps

Examples

General

Specific

Topic

ResearchProblem

PurposeStatement

ResearchQuestion

Employee Turnover

To determine factors To increase employee’s turnover

rate.

Which factors play an important role in the increasing employee’s turnover rate in Pakistan Pharmaceutical industry ?

Why Employee leave the organizations.

Research questions – some ACRONYM Checklists

• B E T T E R research questions

• S M A R T E R research questions

• R O M A N T I C research questions!

B E T T E R research questions

• B - Biting/having bite

• E - Engaging

• T - Targeted (i.e. focussed at a gap, issue etc)

• T - Timely (the moment is right!)

• E - Ethical

• R - Reputation enhancing

S M A R T E R research questions

• S - Significant

• M – Motivating/Motivational

• A - Addressable/Answerable

• R - Relevant (to today/tomorrow, the field)

• T - Targeted (i.e. focussed at a gap, issue, idea)

• E - Ethical

• R - Replicable/Repeatable

‘R O M A N T I C’ research questions

• R - Relevant

• O - Original

• M - Motivational and Manageable

• A - Addressable/Answerable

• N - Novel in some way (if not entirely Original)

• T - Timely (the moment is right!)

• I - Inspiring/inspirational/incisive

• C – Cutting a distinctive path

Types of researchTypes of research Research can be classified from three Research can be classified from three

perspectives:perspectives:

1.1. Application of the research study;Application of the research study;

2.2. Objectives in understanding the Objectives in understanding the research;research;

3.3. Inquiry mode employed.Inquiry mode employed.

Types of researchTypes of research

Types of research

Application Objectives Inquiry mode

Correlationresearch

Exploratoryresearch

Qualitativeresearch

Quantitativeresearch

Pureresearch

Appliedresearch

From the viewpoint of

Application ResearchApplication Research•• Pure research:Pure research:

It is concerned with theIt is concerned with the development, development, examination, verificationexamination, verification and and refinement of refinement of research methods, procedures, techniques and research methods, procedures, techniques and toolstools that forms the bodythat forms the body ofof research research methodology. methodology. Attempts to Attempts to expandexpand the the limits of limits of knowledgeknowledge. . Not directly involved Not directly involved in thein the solution solution to ato a practical problem practical problem..

•• Applied Research:Applied Research:ToTo solve a current problem faced by the manager insolve a current problem faced by the manager in thethe work setting, demanding a timely solutionwork setting, demanding a timely solution.. aboutabout various various aspects of a situation, issues, problems or phenomenonaspects of a situation, issues, problems or phenomenon..

Conducted when a decision must be made about aConducted when a decision must be made about a specific real-life problemspecific real-life problem

Exploratory ResearchExploratory ResearchThis is when a study is undertaken with This is when a study is undertaken with the objective eitherthe objective either to explore new areato explore new area where where little is known or to investigatelittle is known or to investigate the the possibilities of undertaking apossibilities of undertaking a particular particular studystudy..•• When a study is carried out to When a study is carried out to determine its feasibility it is called adetermine its feasibility it is called a feasibility studyfeasibility study or a or a pilot studypilot study. .

Objective ResearchObjective Research

Correlation ResearchCorrelation Research • • It is the study to discover or establish the It is the study to discover or establish the

existence of aexistence of a Relationship/interdependence Relationship/interdependence between two or more Aspects or Variablebetween two or more Aspects or Variable of of a situation.a situation.

Example:Example:

1.1. What is the impact of an advertising What is the impact of an advertising campaign on a sale of a product?campaign on a sale of a product?

2.2. What is the relationship between technology What is the relationship between technology and unemployment? and unemployment?

Inquiry Mode ResearchInquiry Mode Research ComparisonComparison

QuantitativeQuantitative

Explanation, Explanation, predictionprediction

Test theoriesTest theories Known Known

variablesvariables Large sampleLarge sample Standardized Standardized

instrumentsinstruments DeductiveDeductive

QualitativeQualitative

Explanation, Explanation, descriptiondescription

Build theoriesBuild theories Unknown Unknown

variablesvariables Small sampleSmall sample Observations, Observations,

interviewsinterviews InductiveInductive

Main Steps in Quantitative Research:

1. Theory2. Hypothesis3. Research design4. Measures of concepts5. Select research site(s)6. Select research subjects/respondents7. Administer research instruments/ collect data8. Process data9. Analyse data10. Write up findings and conclusions

Main Steps in Qualitative Research:

1. General research question

2. Select relevant sites and subjects

3. Collection of relevant data

4. Interpretation of data

5. Conceptual and theoretical work

6. Specification of the research question

7. Collection of further data

8. Conceptual and theoretical work

9. Write up findings

Examples of Quantitative Research Methods:

Experiments Social surveys Content Analysis Secondary Statistical Analysis Official Statistics

– Demography Field stimulations

– Structured Interviews and Observation.

Examples of Qualitative Research Methods :

In-depth Interviews Focus Groups Field Research Historical-Comparative Research Media Analysis

Business research is defined as the systematic and objective process of generating information for aid in making business decisions.

Business Research DefinedBusiness Research Defined

Basic research

Applied research

Business Research TypesBusiness Research Types

Research can be undertaken for two Research can be undertaken for two

different purposesdifferent purposes. . – Applied Research:Applied Research: to to solve a current solve a current

problem faced by the manager inproblem faced by the manager in the the work work setting, demanding a timely solution. setting, demanding a timely solution.

– Conducted when a decision must be made Conducted when a decision must be made about a about a specific real-life problemspecific real-life problem

– For exampleFor example::– particular particular product may not be selling well product may not be selling well

and the manager might want to find the and the manager might want to find the reasonsreasons for this in for this in orderorder to take to take corrective corrective action.action.

Basic ResearchBasic Research Attempts to expand the limits of knowledge.Attempts to expand the limits of knowledge.

Not directly involved in the solution to a Not directly involved in the solution to a practical problem.practical problem.

Scientific ResearchScientific Research The The analysis and interpretation of empirical analysis and interpretation of empirical

evidence (facts from observation or evidence (facts from observation or experimentation)experimentation) to to confirmconfirm or or disprove disprove prior/past conceptions.prior/past conceptions.

Major elements of Scientific Research:Major elements of Scientific Research:1: Purpose.1: Purpose. 2: Testability.2: Testability.3: Replicability.3: Replicability. 4: Precision.4: Precision.5: Confidence Level.5: Confidence Level.6: Objectivity.6: Objectivity.7: Generalizability7: Generalizability..

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