RESEARCH

is to SEARCH again

Dr. Archana Singh

Faculty-BIMTECH, GNoida

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 Chapter Outline
1. Overview
2. Four Drives of Good Research
3. When to avoid research
4. Research Classifications
 Basic/Pure research Vs Applied research
 Quantitative research Vs Qualitative research
 Experimental research Vs Nonexperimental research
5. The Management-Research: Question Hierarchy
6. Research Classifications Problem-Identification Research and
Problem Solving Research
7. Management Decision Problem Vs. Research Problem
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 RESEARCH

ITS AN ATTEMPT TO FIND OUT IN A

SYSTEMATICALLY AND SCIENTIFIC MANNER.

DISCOVERY + INVENTION = RESEARCH

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 Definitions of Research
 The main goal of research is the gathering and
interpreting of information to answer questions
(Hyllegard, Mood, and Morrow, 1996).
 Research is a systematic attempt to provide answers to
questions (Tuckman, 1999).
 Research may be defined as the systematic and
objective analysis and recording of controlled
observations that may lead to the development of
generalizations, principles, or theories, resulting in
prediction and possible control of events (Best and
Kahn, 1998).
 Research is a systematic way of asking questions, a
systematic method of inquiry (Drew, Hardman, and
Hart, 1996).

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 Research involves a scientific study or
experimentation which may result in
 Developing new concepts

 Modifying existing concepts

 Developing hypothesis and testing it

 Establishing relationship between variables and

decision making for problem solving
 Discovery of new techniques

 Formulation of new theories

 Criticism of existing theory

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 Why Study Research?

 Research provides you with the knowledge and skills

needed for the fast-paced decision-making
environment

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Why Managers need Better Information

 Global and domestic competition is more vigorous

 Organizations are increasingly practicing data mining

and data warehousing

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 FOUR DRIVES OF GOOD
RESEARCH
 Systematic: Structured with specified steps to be taken
in predetermined sequence according to a specific set
of rules
 Logical: Should be guided by rules of logical reasoning

 Empirical: Related to one or more aspects of real

situation
 Replicable: Results can be verified by replicating the
study

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 When Research Should be Avoided

 When information cannot be applied to a critical

managerial decision
 When managerial decision involves little risk

 When management has insufficient resources to

conduct a study
 When the cost of the study outweighs the level of
risk of the decision

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 Determining When to Conduct Research

Availability of Nature of the Benefits vs.

Time Constraints Data Decision Costs
Is the infor- Does the value
Is sufficient time Is the decision
available before
Yes mation already
on hand
Yes
of considerable
Yes of the research Yes
information
Conducting
a managerial strategic
decision
inadequate
or tactical
exceed the cost Research
for making of conducting
must be made? importance?
the decision? research?

No No No No

Do Not Conduct Research

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 Value Should Exceed Estimated Costs

Costs
Value •Research
expenditures
•Decreased certainty
•Delay of business
•Increased likelihood
decision and
of a correct decision
possible disclosure
•Improved business
of information to
performance and
rivals
resulting higher •Possible erroneous
profits
research results

Potential Value of a Research Effort Should Exceed Its Estimated Costs

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 Research Classifications

 System #1:
 Basic/Pure research
 Applied research

 System #2:
 Quantitative research
 Qualitative research

 System #3:
 Experimental research
 Nonexperimental research

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 Basic vs. Applied Research

 Applied
Basic
 Central purpose to research
Pure, fundamental solve an immediate problem
 Improved products
Discovery of or processes
new knowledge; theoretical in nature
 Infers beyond the group or situation studied
Takes many years for the results of basic research
 Interpretation of results
to find some practical relies upon Basic research
utility

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 Quantitative vs. Qualitative
 Quantitative  Qualitative
 Numerical, measurable  Generally non-numerical
data data
 Traditional or positivist  Typically anthropological
approach and sociological
 Clearly stated research methods
questions  Observations of a
 Rational hypotheses “natural” setting
 Developed research  In-depth descriptions of
procedures situations
 Extraneous variable  Interpretive and
controls descriptive
 Large samples
 Traditional, statistical
analyses
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 Experimental vs. Nonexperimental

 Experimental
Nonexperimental
  Causal-comparative
IVs and DVs
  Descriptive
Cause-and-effect
 Extraneous variable controls
 Correlational
 3 fundamental characteristics
 Historical
1. At least 1 active IV
2. Extraneous var controls
3. Observation of the DV response to the IV

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 The Scientific Method

The scientific method:

 It is unprejudiced

 The results are repeatable

 A theory must be ``falsifiable'‘(i.e., it could be shown

to be false if some conceivable observation were
true)

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 Scientific Method

 Two main characteristics of scientific method

 Validity: The claim of measuring the identified variable
 Reliability or Repeatability: A repeat of the study should
lead to the same outcome; like experiments of Physics or
Chemistry
 Very few Marketing Research projects could qualify as
experiments; much less reproducible experiments

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 Scientific Vs Non – Scientific Methods

 Major differences between Scientific & Non Scientific

Method that affect Validity & Reliability of the results
are
 Objectivity of the investigator
 Accuracy of measurements
 Degree to which the investigation is continuing &
exhaustive

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 The Scientific Method

 Systematic; cyclic; series of logical steps.

 Identifying the problem
 Formulating a hypothesis
 Developing the research plan
 Collecting and analyzing the data
 Interpreting results and forming conclusions

 Example…

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 Identifying the Problem
 First, and arguably the most important, step
 Several sources
 Theoretical basis
 Professional practice
 Personal experience
 Shear curiosity
 Starts as a broad question that must be narrowed
 Problem statement; experimental approach to the problem;
etc.

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 Identifying the Problem

 Three categories when selecting a research

problem
 Those who know precisely what they want to do
and have a well conceived problem
 Those who have many interest areas and are having
difficulty deciding exactly what they want to study
 Those who do not have any idea about a
worthwhile research problem

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 Formulating a Hypothesis
 Hypothesis:
 A belief or prediction of the eventual outcome of the research
 A concrete, specific statement about the relationships
between phenomena
 Based on deductive reasoning
 2 types of hypotheses:
 Null hypothesis (HO)
 All is equal; no differences exist
 Alternative (research) hypothesis (HA)
 Usually specific and opposite to the null

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 Developing the Research Plan
 A strategy must be developed for gathering and analyzing
the information that is required to test the hypotheses or
answer the research question
 Four parts:
 Selection of a relevant research methodology
 Identification of subjects or participants
 Description of the data-gathering procedures
 Specification of the data analysis techniques
 Pilot studies, IRB,…all must be determined in advance!

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 Collecting and Analyzing the Data

 Following all the pre-determined protocols

 Time in the lab collecting data
 Analyzing the composite data
 Controlling the environment

 Easiest part of the process…

 However, sometime the most time-consuming part of
the process…

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 Interpreting Results
and
Forming Conclusions
 DATA ANALYSIS IS NOT AN END IN ITSELF!

 Does the evidence support or refute the original

hypotheses?
 Accept or reject the hypotheses
 Conclusions should be drawn:
 Develop new hypotheses to explain the results
 Inferences are typically made beyond the specific study

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New Questions Arise

Question Identified

Results Interpreted Hypotheses Formed

Data Collected Research Plan

Closed-loop conceptualization of the research process (Drew, Hardman, and

Hart, 1996)
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 The Management-Research
Question Hierarchy

6 Management Decision
5 Measurement Questions
4 Investigative Questions
3 Management Questions
2 Research Questions
1 Management Dilemma

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 The Management-Research
Question Hierarchy
6 Management Decision
Conduct an employee survey for
5 outcomes of change in compensation
structure

4 If compensation scheme is changed,

will good sales persons leave?

3 Introduce individual incentive? Quota

based incentive? Advertise more?
2 How can we improve sales in
south?
1 Why are sales declining in south
while sales are booming in all other
regions?

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 Classification of Research
Problem-Identification Research
 Research undertaken to help identify problems which are not necessarily
apparent on the surface and yet exist or are likely to arise in the future.

Examples: market potential, market share, image, market characteristics,

sales analysis, forecasting, and trends research.

Problem-Solving Research
 Research undertaken to help solve specific marketing problems.

Examples: segmentation, product, pricing, promotion, and distribution

research.

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 A Classification of Research
Research

Problem Problem-Solving
Identification Research Research

Market Potential Research

Segmentation Research
Market Share Research
Product Research
Market Characteristics Research Pricing Research
Sales Analysis Research Promotion Research
Forecasting Research Distribution Research

Business Trends Research

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 Management Decision Problem
Vs. Research Problem
 Research Problem
 Management Decision
Problem • To determine consumer
preferences and purchase
 Should a new product
intentions for the proposed
be introduced?
new product.
• To determine the effectiveness
 Should the advertising of the current advertising
campaign be changed? campaign.

 Should the price of the • To determine the price elasticity

brand be increased? of demand and the impact on
sales and profits of various
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levels of price changes.