Notesale: Turn your study into money

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9(objectives)+8(types of
research)+4(characterstics)+8(limitation)+3(steps)+6(characteristic)+6(limitation)
+3(objectives social science)+5(limitation)
Systematic design, collection, analysis and reporting the findings and solutions for the marketing
problems
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4
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6
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8
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Better decision making
Basis for innovation
Identify problem areas
Help in forecasting
Development of new product
Optimal utilisation of resources
Identifying marketing opportunities and constraints
Formulation of policies and strategies
Evaluating marketing plans

Types of research
1
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Applied research
- Find solution for an immediate problem faced by an org
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g:
- Has commercial value
- Practical problem solving, brings out facts e
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Exploratory research
- Relies on secondary research like available literature and data, or qualitative approaches like
observation, competitors, focus groups and projective methods
- Does not help in deciding but can provide significant insight to a given situation
- Carried out at beginning when problem is not clear
- Answers why questions, why sales of the co
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g: Coke diet
4
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6
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8
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g: trends in the consumption of soft drink age,
family, income,
- Feasibility reports include primary method such as quantitative methods of survey
Casual
- Conducted to determine cause and effect relationship
- E
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g: investor in the share market
- Limitations are reliability accuracy and verifiablity
Ex post facto(what is done afterwards)/empirical
- Based on observed data, researcher seeks to resolve an issue or reach conclusion using data
based evidence
- A-B
- No manipulation
- Report what has happened and what is happening
Evaluation
- Evaluates success of a plan/project
- Like a feedback
- Always primary
- E
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Systematic
- Structured – orderly sequence – use scientific method
2
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Empirical
- Factual investigation – validity can be checked – possible to describe, interpret and explain
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Observation
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Testing the hypothesis3
Characteristics
1
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3
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5
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Reliance on empirical evidence
Objectivity
Verifiability
Validity
Reliability
Logical reasoning

Limitations
1
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3
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5
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Manipulation
Inaccuracy
Influence of measurement
Pressure of time frame
Testing of hypothesis
Complexity

Social science research
Objectives
1
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Understand human behaviour
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Complexity
Accuracy
Uniformity
Human problems
Wrong decision

11(steps in RP)+9(sources of RP)+(3+5 selecting a RP) + 7(steps in formulation of RP)
RESEARCH PROCESS(EDEDIDDDCAP)
1
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g: Whe Mcd’s sales decreased, cause as shifts i e iro e t
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Define the problem
- Do not know what the problem is – know sales and market are falling - exploratory
3
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Determine research design
- Collect and analyse data – exploratory(unstructured – used to define problem – examining
company sales but industry profits as well), descriptive(consumer attitude, intention and
behaviour, competitor and strategy) and casual(by changing one factor, price, what impact
it has on sales, helps to determine casualty, which variable cause other to change)
5
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Determine methods of assessing data(
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Determine sample plan and size(population, census, sample)
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Analyse data(data cleaning – raw data checked and verified)
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Sources of research problem
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3
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Intuition
Research studies
Brain storming sessions
Inviting suggestions
Consultants
Daily experience

7
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Academic discussion
9
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Researher’s i terest
2
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Availability of resources
External factors
1
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3
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5
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Statement of problem
- State problem in general way – keeping in view the objective of studying problem – 1st hand
info
2
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Surveying the relevant literature
4
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Rephrasing the research problem
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Delimiting the scope of study

14(types of error)
Types of research design
1
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Descriptive: longitudinal(panel) and cross sectional(field study, field survey)
- Essential to describe something
- Cannot establish cause and effect relationship
- Who…How
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Simple – Understandable
2
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Specific – allows interview to be on point
4
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Keep respondent interested throughout
Process of Questionnaire Design
1
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Collects Not
relevant info – wasting time and money
- Steps to be followed at planning stage: Decide on the topic for research, Get additional info
on the research issue, gather what has been the experience with similar study, type of info
such as awareness, facts, opinions, attitudes, reasons
- Questionnaire can be used to collect info through personal interview, mail or telephone
...
Different types of questionnaire
- Structured and non disguised: Most; Questions are structured so as to obtain facts: Reason
is to ensure all respondents reply the same question and purpose of question is clear(Non
disguised)
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- Structured and Disguised: Least; Same question;Used to know people’s attitude, shows
knowledge on the subject classified; respondents bias is minimised; administering
questionnaire is easy
- Non structured and disguised: Projective techniques, Involves use of a vague stimulus, which
an individual expand or describe a story, 3 common types are word association, sentence
o pletio , story telli g
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- Non structured and non disguised: Purpose of study is clear, but responses are open ended
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3
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Useful in exploratory
research
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Disadvantages:




-

Does not suit in all situations
Analysis becomes difficuilt
Responses which have nothing to do with research objective
Respondents find it difficult to write from their own mind

Close ended:
Dichotomous Questions: Ha e o ly 2 a s ers: Disad a tage: Li its the respo de t’s
response, lead to measurement error
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Choice among alternatives:
Rating scale:
Advantages
 Easier to fill
 Less time
 Easy to analyse and interpret
 Does not get irrelevant answers
Disadvantages


Confined options, avoid real answer

4
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Sequence and Layout
- Screens: Used to select the respondent type desired by the researcher to be in the survey
- Warm ups: Easy to answer, survey is easy to complete and generates interest
- Transitions: Notifies respondents the subject or format of questions will change
- Complicated and difficult to answer: committed to complete the questions, not many
questions left
- Classification and demographic: personal and offensive questions are placed at end

6
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How many question to be asked,
calculate time taken to complete the questionnaire

7
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Distinctive classification: classify objects into distinctive classes/categories e
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Order: measure is said to have order if objects can be arranged in a meaningful order e
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Equal distance: difference between any two consecutive categories are equal e
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Fixed origin: measurement scale for measuring a characteristic is said to have a fixed origin if
there is a meaningful zero or absence of characteristic e
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Nominal scale: Qualitative scale without order
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G: the color of bike, involves classification of
measure objects into various categories such as yes or no, pass or fail, vehicle used etc
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Not rest 3;4
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First 2
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g: ratings of hotel
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E
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First 3
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Fixed 0 point
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0 implies absence of characteristic

Scaling techniques

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g: Study of consumer
preference for different airlines, consumer ranks on factors like price, food, etc
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- Non comparative: involves scaling of each object independently Study of consumer
preference for different airlines, consumer rates on factors like price, food, etc
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Paired Comparison: asked to select one object from the list of two objects on basis of a criteria – used
when to distinguish between 2 objects (parle g and tiger); ordinal in nature – most effective when actual
choices in real situation
2
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Constant Sum scaling: required to assess the relative importance by a respondent to objects in a list :
0 if least important and max
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Spend on clothes, dinner, movie, etc – 10
is ideal
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Continuous Rating Scale: graphic rating scale, the respondents indicate their rating by marking at
appropriate distance on a continuous line
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1100 (while choosing LCD TV; price quality, sound 100-0)
2
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Respondents are given list of statements and asked to agree or disagree with each statement by
marking against the numerical value that best fits their response(e
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Fill the
blank spaces, indicating how would they best rate the object on 7 point; can have implied or suggestive
meanings
- Stapel scales
Unipolar scales, with 10 categories number from -5 or +5without a neutral point or 0; +ve: describes
object accurately and vice-versa e
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Single/Multiple rating scale: dichotomous; checklist scale allows to select one or more alternatives
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Homo population
When census not possible e
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Less resource required
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Used in indispensable or destroyed
Disadvantages: less accurate and reliable
Census: Complete inclusion of all elements in the population
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Appropriate when size of population is small
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g: contacting firms in iron and steel industry,
these are limited in number
Researcher is interested in gathering info from every individual e
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More resource required men, money, time
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e
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g: estimating the
quality of fuses, life of bulbs, quality of food
Sample Frame: List of elements from which the sample is drawn
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g:telephone directory, yellow pages

Sampling process(DISSDSS)
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Identify the sampling frame: telephone directory, yellow pages
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g: Scooty owners in city – RTO
will be the frame providing name, address and type of vehicle
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Selection of sampling method: probability or non probability
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E
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For descriptive

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E
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Select the sample: Based on above parameters respondents may be selected to collect the data

Types of sample design
Probability sampling: Every unit in the population has equal chance for being selected as a sample unit
Advantages
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Unbiased
Quantification possible
Less knowledge of universe is sufficient

Disadvantages
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Takes time
Costly
More resources required

Techniques
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Systematic random sampling
- Sampling interval K is determined: No
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of units desired in sample
- One unit between the first and kth unit is chosen randomly
- Add kth unit to randomly chosen number
3
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Cluster sampling
- Population is divided into clusters
- Simple random sample of few clusters is selected
- All the units in the selected cluster are studied
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Multistage sampling: sampling done in several stages
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A:
reduce cost, DA: increase cost with increase in stages(new membership – various entertainment
activities enrolment)
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g: retailers/households in a sub area
Adv: easy, no need to segment population
DIsadv: not represent population
2 stage area represent population but time consuming and expensive(20 units - 7 plans)

Non Probability sampling techniques

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1
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E
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Shopping mall intercept sampling: respondents are recruited for individual interviews at
fixed locations
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Sequential sampling: sample formed on the basis of a series of successive decisions
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g: first sample is
selected ,from the selected sample data analysis and interpretation is done, based on that decision is
made whether samples are required or not
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Snowball sampling: Initial group of respondents are selected randomly, and subsequent respondents
are selected based on opinion or referrals
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Adv: monitors
the desired characteristics of population e
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Panel sample: change in the patterns of consumption among households, these are contacted to
gather info on pattern
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Measures of Central Tendancy

1
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of participants score by the
number of participants
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Median: middle most value of a series of value arranged in ascending/descending order
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Mode
Advantages
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Easy to understand and calculate
Not affected by extreme values
Used usually for qualitative research

Disadvantages
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Not based on all observation
Unrepresentative in certain case
No mode- when all values are repeated the same number of times
2 Or more modes making it difficult to compare data

MEASURE OF VARIATION/DISPERSION
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SD:
Advantages
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Important and widely used
Rigidly defined
Based on all observations
Least affected by sampling fluctuations
Standard means of dispersion
Determines reliability of means of two different series when means are same
Squaring removes the drawbacks of signs of deviation

Disadvantages
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Not easy to understand and calculate
Affected by extreme values
Cannot be used in comparing the deviations

CORRELATION ANALYSIS
1
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Karl pearson coefficient of correlation
Merits
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Gives direction as well as relationship between variables
Most popular method
Helps in estimating the value of dependent variable from the known value of independent
variable

Demerits
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Linear relationship between variables is assumed
Time consuming
Affected by extreme
Can be misinterpreted

3
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e, Ho is accepted when H1 is true

5(Sub)+7(Sem)+6(oral)+8(types of report)+7(format)+9(steps)
Report Writing
Report is a formal document written for a variety of purpose, generally In sciences, social sciences,
engineering and business disciplines
3 features:
Predefined structure: headings indicate sections such as intro, discussion and conclusion
Independent section: each section is written as stand alone piece, so readers can identify
section they are interested in
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2
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4
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Accuracy: reflect reality, accurately represent procedure and results
Currency: time span between completion of research report and presentation of it
Sufficiency: sufficient details - DM
Availability: Available to appropriate Decision maker,
Relevancy: confined to decision issue researched

SEMANTIC
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Oral report: oral presentation
- Opening: brief statement made on the nature of discussion to follow
- Finding/conclusion: conclusion backed up by findings
- Recommendation: support of conclusion
- Method of presentation: visuals, tabular form; deliver in ex tempo

Points to remember in Oral
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Language understandable
Time management
use of charts, graph
Vital data printed and circulated
Target audience known to prepare tailor made presentation
Should know purpose of report

2
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g: Monthly sales
report(5 pages)
 Long: both technical as well as non technical; present outcome in detail
 Technical: include sources of data, procedure, sample design, tools used for
gathering data, data analysis method, appendix, conclusion
 Non technical: meant for those who are not technically qualified e
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g: report prepared be marketing manager to be submitted to VP on
quarterly performance
 Informal: prepared by supervisor by filling the shift log book
 Government: Prepared by state or central govt on a given issue
Format
1 Title Page: topic, name of person/agency who prepared, date of submission
2 Table of content: what report contains; various sections along with page number
3 Executive Summary: highlighting major points; ½ page; should have objectives, brief
methodology, imp findings, key result, conclusion
4 Body: Intro(background info), Methodology, Limitation, Analysis and Interpretation
5 Conclusion and recommendation:
6 Bibliography:
7 Appendix: questionnaire, photos, CD, project related cuttings

Steps in planning/writing reports
1 Definition of target readers: Academic research: guide and referee, Commercial: top
management, Social: sponsoring authority and public
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logical arrangement:
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approval: rough draft to guide rather than final draft to ask for changes(approve
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Redrafting: As per the directions of the guide
7 Printing and binding: charts, tables, A4, appropriate length
8 Sub issio of report: deadli e, …
9 Feedback: whether report is accepted; DM?; Solved problem?

PD(4+3); Quant(5+3); Qual(4+3);
Interview(3+3); Deplhi(3+2); Obs(5+6)
PI(3+3); Tele(3+4); Comp(4+2); email(3+4) web page(6+3) mail quest(7+7)
PRIMARY DATA: first hand data collected by researcher for the immediate purpose of study
ADVANTAGES
1
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3
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Most relevant
Greater degree of control by researcher
Gives holistic and realistic view
Possibility to control bias

DISADVANTAGES
1
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Require expertise
3
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2
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Well known methodology
Structured process
Min bias
Can be outsourced
General approach to analysis due to same questions

Disadvantages
1
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Solely depends on researcher’s understanding
3
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Depth Interview
Advantages
1
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Encourages to express
3
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Time consuming
2
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No quantifiable data is obtained

2
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Quick and inexpensive
2
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If basic data not available, no alternative to Delphi
Disadvantages
1
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Good and bad estimates given equal weightage

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More sophisticated data due to interaction between different members
2
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Less expensive

Disadvantages
1
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Influential responses

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protocol analysis
- People are placed in a decision making situation and ask them to speak about everything that they will
consider while making a decision

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Original data can be collected
2
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Sometimes respondents may not like to be provide some info, such info can be obtained by
researcher
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Bias is reduced
Limitations
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Extensive training
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Provide superficial indications
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Difficult to gather info on opinions and intentions

QUANTITATIVE DATA COLLECTION
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Face to face
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Longer interview possible
Disadvantages
1
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Time consuming
3
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Telephone surveys
Advantages
1
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Random phone numbers
3
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2
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4
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computer direct interviews
Advantages
1
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More accurate
3
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Skipping pattern accurately followed

Disadvantages
1
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Literacy levels

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Speed
2
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Pictures and sound files can be attached
Disadvantages
1
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3
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List of emails
Respond several times or pass
Cannot skip questions or randomise questions
Findings cannot be generalised

5
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2
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4
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6
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Do not reflect population as whole
2
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People may respond multiple times

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2
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6
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Wide reach
Influence of interviewer on respondent is eliminated
Allows respondent to fill out the survey at his leisure
Saves cost
No need to train interviewer
Personal and sensitive questions well answered
Can include pictures

Disadvantages
1
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3
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5
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g: Census data,
individual project, misc data, census of the wholesale data, census of the retail data,
publication(CII,AIAI,ACCII), website
ADVANTAGES
1
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3
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5
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2
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Not relevant to the problem
Unit of measurement:
Definition of class
Problem of accuracy
Problem of recency

EVALUATION
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3
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5

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