Quresh Moochhala What is Research ? What is Business Research ?
What is Marketing Research ?
What is Research? • Process of finding solutions to a problem after a thorough study and analysis of the situational factors
• The systematic answer to a question, the resolution of a problem or a greater
understanding of a phenomenon through data.
• Starting any type of business requires research into the target customer and the competition to create a business plan. Characteristics of Research 1. Begins with a question or problem 2. Requires a clear articulation of a goal 3. Follows a specific plan of procedure 4. Divides the principal problem into more manageable subproblems 5. Guided by the specific research Problem, Question, or Hypothesis 6. Accepts certain critical assumptions 7. Needs collection and interpretation of Data 8. It never ends and is cyclical Why is it important for Businesses to know about Research? Decision Solve problems Competition Trends making tool
Hire researchers Risk Investment and consultants Predictions effectively
Product Effective Any more ??? Designs Databases Business Research Management & Finance Sales & Marketing • Short & Long Range Forecasting • Market Potential, Share, Size & Segmentation • Business & Industry Trends • Sales Trend Analysis • Inflation & Pricing • Buyer Behaviour – Usage & Attitude • Mergers & Acquisitions • Brand Impact Research • Management Behavioural Research • Advertising & Media Research - R,C, F • Risk-Return Trade Offs • New Product Concepts • Capital Formation Alternatives • Customer Satisfaction • Taxation & Rate of Returns • Alternative Distribution Channels Research Methodology Process Brief Proposal • Problem / Opportunity / • Brief Hypothesis • Background & Objectives Commission Executive Summary • Budget • Timelines • Proposed Conclusion
Contextual Background Methodology Data Analysis
• Industry • Qualitative Research • Excel • Market Literature Review • Quantitative Research • SPSS • Product / Service • Sample Size • Research Instrument
Interpretation of Recommendations Sources / Bibliography Findings Problems encountered by Researchers in India
• Acquiescence • Lack of Scientific Training • Insufficient interaction • Question of Confidentiality • Untimely availability of Data • Incorrect Terminology & Jargon • Lack of Code of Conduct for Researchers • Overlapping of Research Studies Meaning of Research Design? • What is the Study About? • Master Plan for specifying procedures with methods to collect and analyse information • Why is the study being made? • Where will the study be carried out? • Exploratory, Descriptive or Causal
• What type of Data is required?
• Surveys
• What periods of time will the study include?
• Experiments
• What will be the sample design?
• Secondary Data
• What techniques of Data Collection will be
• Observation used? • Questionnaire • How will the Data be analysed? • Interview Script • In what style will the Report be prepared? • Mystery Shopping, etc. Data Analysis & Representation • Basic Math • Excel • Formulas • Pivots • Usage of Charts & Graphs • SPSS • Correlations • Regression • Discriminant • Cluster • Forecasting, etc. Research Problem 1. Define Research problem 2. Problem Statement 3. Research Question 4. Hypothesis Research Design a. What is the study about? b. Why is the study being made? c. Where will the study be carried out? d. What type of data is required? e. Where can the required data be found? f. What periods of time will the study include? g. What will be the sample design? h. What techniques of data collection will be used? i. How will the data be analysed? j. In what style will the report be prepared? Research Design Components 1. Sampling Design 2. Observational Design 3. Statistical Design 4. Operational Design Research Design Features 1. Clear statement of Research problem 2. Procedures & Techniques for gathering information 3. Population to be studied 4. Methods to be used in Processing & analyzing Data Features of a good Design 1. Means of Obtaining information 2. Availability & Skills of Researcher & Staff 3. Objective of problem to be studied 4. Nature of the problem to be studied 5. Availability of Time & Money for research work Variables 1. A concept which can take on different quantitative values 2. Independent variable (IV) 3. Dependent variable (DV) 4. Moderating Variable (MV) 5. Intervening Variable (IVV) 6. Extraneous Variable (EV) Scaling Structure of a Questionnaire Stick with only one Layout Style (Font Size, Style)
Have a Disclaimer
Mention Instructions Keep it Short & Simple
Have a code for each respondent or get their demographic details if possible
Do not ask for personal or Sensitive information in the beginning
Have a logical Flow
Keep open-ended questions towards the end
Thank the respondent at the end
Criteria for Question Designing • Quality Check • Simple Words • Avoid Leading Questions • Avoid Double-Barrelled Questions • Avoid Loaded Questions Sources of Error in Measurement 1. Respondent 2. Situation 3. Measurer 4. Instrument COMPARATIVE NON- COMPARATIVE
• Paired Comparison • Continuous Rating
• Rank Order • Itemized Rating • Constant Sum • Likert Scale • Semantic Differential • Stapel Scale Research Data Collection Instrument Design Plan Design
Sampling plan Pilot testing
Structure of a Questionnaire • Stick with only one Layout Style (Font Size, Style) • Have a Disclaimer • Mention Instructions • Keep it Short & Simple • Have a code for each respondent or get their demographic details if possible • Do not ask for personal or Sensitive information in the beginning • Have a logical Flow • Keep open-ended questions towards the end • Thank the respondent at the end Criteria for Question Designing • Quality Check • Simple Words • Avoid Leading Questions • Avoid Double-Barrelled Questions • Avoid Loaded Questions How to ask? • Filter Questions • Aided Recall • Open-ended Questions • Dichotomous Questions • Checklist • Scales • Multiple-Choice Questions Quantitative Research Techniques • Surveys • Questionnaires • Analytics • Statistical tests • Cross-Tabulations • Regression Qualitative Research Techniques
DIRECT (Non-Disguised) INDIRECT (Disguised)
• Focus Groups • Neurosciences • Depth Interviews • Association Tests • Observation • Completion Tests • Content Analysis • Expressive Tests • Choice/Ordering Types of Questionnaire • Formalized • Non-Formalized • Unconcealed • Concealed • Self-Administered Did you know……? Being sleepy makes you more inclined to surf the web at work
Singapore Management University
OBSERVE…..OBSERVE….OBSERVE
• Anthropology • Study people • Observe them (relative environment) • Look for the invisible • Mystery Shopper! Sources of Error in International surveys • Definitional Error • Instrument Error • Frame Error • Selection Error • Non-Response Error • Sampling Error This Photo by Unknown Author is licensed under CC BY • Non-Sampling Error Types of non sampling errors • Defective problem Definition • Experimental Error • Defective population Definition • Poor Questionnaire Design • Frame Error • Interviewer Bias • Surrogate Information Error • Data Processing Error • Non-Response Error • Data Analysis Error • Measurement Error • Interpretation Error Focus Groups
• Qualitative Research • Moderator • Single Topic • Time and Cost • Snowball or Halo effect • Interpretation and Coding This Photo by Unknown Author is licensed under Difficult CC BY-SA-NC Projective Techniques • Word Association • Sentence Completion • Picture Response Test • Cartoon Test • Role Playing • Third Person technique • Rorschach test This Photo by Unknown Author is licensed under CC BY-SA-NC Methods of improving response rates
• Prior notification • Follow-Up • Incentives • Non-Monetary • Monetary • Prepaid • Promised Questionnaire design 1. Specify process the Information needed 2. Specify the type of Interviewing Method 3. Determine the content of Individual questions 4. Overcome the respondent’s inability or Unwillingness to answer 5. Decide on the Question Structure 6. Determine the question wording 7. Arrange the questions in proper order 8. Choose the form and layout 9. Reproduce the questionnaire 10. Pretest the Questionnaire Types of Questions Pilot Testing Branching Unstructured
Structured • Multiple Choice • Dichotomous • Scales Things to watch out for Double-Barreled Question
